1307: 3 Keys to Supply Path Optimization in Programmatic Advertising w/ Dan Greenberg

WEBVTT 1 00:00:05.679 --> 00:00:08.910 Welcome back to be tob growth. I'm Logan liles with sweet fish media. 2 00:00:09.109 --> 00:00:12.830 I'm join to day by Dan Greenberg, founder and CEO edge share through. 3 00:00:12.869 --> 00:00:15.830 Dan, how's it going today? Good. Thanks for having me. Absolutely 4 00:00:15.910 --> 00:00:20.390 man. We're going to be talking about optimizing your supply path in about fifteen 5 00:00:20.429 --> 00:00:25.379 minutes. There are some very quick wins that you're regularly consulting customers on. 6 00:00:25.780 --> 00:00:28.780 For some context, tell us a little bit about the world that you guys 7 00:00:28.899 --> 00:00:32.859 live in. A share through, what you guys do for some context to 8 00:00:33.020 --> 00:00:36.689 the conversation today? Sure, thank you. Yeah, good to get the 9 00:00:36.729 --> 00:00:39.530 sense of where I'm coming from so you can see the the context that this 10 00:00:39.609 --> 00:00:45.609 advice is coming from. What share through is is a programmatic add exchange of 11 00:00:45.729 --> 00:00:49.289 a new type. So programma ad exchanges have existed for I don't know, 12 00:00:49.369 --> 00:00:53.880 fifteen years or so, with Google addets being the biggest one, and there's 13 00:00:53.920 --> 00:00:57.799 others like Rubicon and pumatic and index and a few others. If you're a 14 00:00:57.840 --> 00:01:00.320 marketer, I'm sure you're familiar with them, because that's where you spend your 15 00:01:00.320 --> 00:01:03.719 money on programmatic advertising on the web. What share through is is a new 16 00:01:03.799 --> 00:01:08.629 type of add exchange. Design specifically for human centric advertising. So human centric 17 00:01:08.629 --> 00:01:17.510 advertising meaning not like overlays and page takeovers and pop unders and popups and ads 18 00:01:17.549 --> 00:01:22.260 in the corners and the adds that everybody looks to block and delete and mute, 19 00:01:22.780 --> 00:01:25.859 but the types of ads that are integrated. So what share through does 20 00:01:25.900 --> 00:01:29.780 is, first and foremost native advertising, adds that fit into the page, 21 00:01:29.859 --> 00:01:32.859 that are integrated to the user experience, so as you're scrolling through, it 22 00:01:32.930 --> 00:01:37.489 feels like another piece of content in the mix of content, as well as 23 00:01:37.530 --> 00:01:41.769 video and traditional display banner ads to but done in a really respectful, human 24 00:01:41.890 --> 00:01:47.799 centric way. And our market positioning and our technology stack is really designed about, 25 00:01:48.920 --> 00:01:53.560 designed to auto enhance every single ad that runs through our pipes. So 26 00:01:53.680 --> 00:01:57.439 as a supply path ourselves, meaning a buyer, runs ads through our supply 27 00:01:57.560 --> 00:02:00.920 path to arrive at a publisher site like CNN or rolling stone or whatever, 28 00:02:00.709 --> 00:02:05.790 when share through is the path, we auto enhance the impression to render a 29 00:02:05.989 --> 00:02:08.550 more respectful, better looking, higher performing to add in any placement on any 30 00:02:08.590 --> 00:02:13.229 site. If I level it up. The reason we do this and care 31 00:02:13.469 --> 00:02:16.419 is because advertising has gotten to a spot where people just are really offended by 32 00:02:16.460 --> 00:02:22.219 it at the worst and maybe at best ignore it, except when it's on 33 00:02:22.300 --> 00:02:27.139 facebook or instagram or maybe Youtube skippable ads, where they actually feel like they're 34 00:02:27.139 --> 00:02:30.330 kind of integrated and they feel like maybe it's a product that you're interested in. 35 00:02:30.449 --> 00:02:34.169 And sometimes it's too targeted or it's too integrated, but overall, like 36 00:02:34.250 --> 00:02:37.569 give an ad, can Pindad can present itself in a way that's helpful. 37 00:02:38.090 --> 00:02:39.530 That is the future of advertising. And so what we do is try to 38 00:02:39.569 --> 00:02:43.729 bring that same sort of methodology to the rest of the web so that a 39 00:02:43.889 --> 00:02:47.400 marketer like a Coker Pepsi or a Nike or a full, good example, 40 00:02:47.919 --> 00:02:52.240 when apple runs ads, they're not trying to run pop ups and takeovers or 41 00:02:52.280 --> 00:02:54.400 trying to run things that are respectful and integrated and fits sort of the apple 42 00:02:54.960 --> 00:02:59.469 vibe. And so what share through does is act as a supply partner at 43 00:02:59.509 --> 00:03:04.710 exchange that helps marketers run ads across the web on open web content sites, 44 00:03:04.710 --> 00:03:07.750 again, like see an Rollin Stone Hurst and at etc. But done the 45 00:03:07.789 --> 00:03:13.460 way that's respectful, human centric and just high quality and, as a result, 46 00:03:13.819 --> 00:03:17.819 performant and often higher performance than just a standard supply path like Google addicts. 47 00:03:19.259 --> 00:03:22.900 Yeah, absolutely, and so I know that there are really three key 48 00:03:22.979 --> 00:03:27.569 tips that you wanted to share with listeners today about optimizing their supply path between 49 00:03:27.610 --> 00:03:30.610 them and the publishing sites where their ads are going to be displayed. You 50 00:03:30.689 --> 00:03:35.569 already alluded to the first one, and that is being human centric in your 51 00:03:35.569 --> 00:03:38.729 advertising. I love that you guys, as a platform, are focusing on 52 00:03:38.090 --> 00:03:40.840 that taking it a step further. You want to make sure that, as 53 00:03:40.960 --> 00:03:46.319 a brand, you are advertising with being human centric in mind from the get 54 00:03:46.360 --> 00:03:50.000 go, from the type of ads you're running, the copy, all of 55 00:03:50.080 --> 00:03:53.000 that sort of stuff. The antithesis to this is kind of what you've already 56 00:03:53.000 --> 00:03:57.949 been talking about, the new sites that you just can't even get to the 57 00:03:58.030 --> 00:04:01.469 content. It's like you're waiting through all the junk to try and see what 58 00:04:01.629 --> 00:04:04.990 you thought you were promised by clicking that link, you were going to get 59 00:04:05.030 --> 00:04:10.259 to see right and that just that's kind of the horrible end of the spectrum 60 00:04:10.379 --> 00:04:14.939 that I feel as as a user and consumer of content. Tell us a 61 00:04:14.979 --> 00:04:17.180 little bit about that. You mentioned the way that you guys approach it, 62 00:04:17.259 --> 00:04:21.740 being human centric as that supply path. Where are you advising brands where you 63 00:04:21.860 --> 00:04:26.569 see them messing up? What should what should they stop doing when it comes 64 00:04:26.649 --> 00:04:30.170 to being more human centric in the ads that they are developing to get to 65 00:04:30.250 --> 00:04:33.649 those folks. Cool. Well, you touched on something that's really cool to 66 00:04:33.769 --> 00:04:38.129 my heart and really cool to the really mission of the company, which is 67 00:04:38.209 --> 00:04:41.720 when you go to a site intending to read an article written by a journalist 68 00:04:41.759 --> 00:04:45.480 with so much thought and care and intellectual energy put into it, the fact 69 00:04:45.519 --> 00:04:47.839 they have to wade through garbage to arrive at that and sometimes even just go 70 00:04:48.000 --> 00:04:51.720 back and just give up and go back to facebook or go back to youtube 71 00:04:51.759 --> 00:05:00.230 or whatever, is undermining the whole open, accessible content based Internet in some 72 00:05:00.350 --> 00:05:03.990 ways, like undermining journalism. It's not their fault, it's not the fault 73 00:05:04.029 --> 00:05:06.579 of the publisher sites that they do this. They're trying to make money to 74 00:05:06.660 --> 00:05:12.899 survive and that's that is the current standard in a lot of cases. But 75 00:05:12.980 --> 00:05:15.060 there is a better way and there's a better way that's been established on twitter 76 00:05:15.139 --> 00:05:19.180 and facebook and pinterest and instagram and every close platform, and that better way 77 00:05:19.220 --> 00:05:25.129 or it integrated native style human centric content based ads, and so we're bringing 78 00:05:25.209 --> 00:05:28.850 that to these sites and really the mission of this company by it's kind of 79 00:05:28.850 --> 00:05:30.769 a mouthful, but I would say it's really to ensure the preservation of the 80 00:05:30.850 --> 00:05:35.600 open Internet with independent and accessible content that can be funded by quality advertising and 81 00:05:36.639 --> 00:05:40.720 and I really do believe that. So how that translates to a buyer? 82 00:05:41.399 --> 00:05:45.920 It's out. If you're taking a humid human centric approach to advertising, it's 83 00:05:46.000 --> 00:05:49.189 saying even asking yourself this, like, if I would never email this to 84 00:05:49.310 --> 00:05:54.389 a customer, don't put it in an add if I would never post this 85 00:05:54.509 --> 00:05:58.629 to my facebook page, don't put in an ad. Like if you're looking 86 00:05:58.709 --> 00:06:03.069 to prospect new customers or introduce new customers to your brand through advertising, you 87 00:06:03.189 --> 00:06:08.220 need to be as respectful to those people as you are to your existing customers. 88 00:06:08.699 --> 00:06:11.220 If you look at an add and you're like, I would never post 89 00:06:11.220 --> 00:06:13.899 out to my facebook page, what are you talking about? Why are you 90 00:06:13.939 --> 00:06:16.620 spending money advertising that ad on the Internet to try to persuade people to come 91 00:06:16.699 --> 00:06:20.810 join you? If you make a video add and you watch it for thirty 92 00:06:20.850 --> 00:06:25.290 seconds, you're like, I would never want to watch that. Why are 93 00:06:25.290 --> 00:06:28.689 you making other people watch it? So to me human centric is just sort 94 00:06:28.689 --> 00:06:32.079 of checking yourself and saying like look, this is not cocacola doing advertising, 95 00:06:33.040 --> 00:06:40.759 this is a human on the internet seeing a piece of content. If you 96 00:06:40.839 --> 00:06:43.519 look at it from the human centric Lens. First, I'm scrolling through the 97 00:06:43.560 --> 00:06:46.079 Internet and I see a piece of content. It's happens to be an add 98 00:06:46.240 --> 00:06:49.829 great, happens to be from COCACOLA. Great. Is it interesting, amazing? 99 00:06:50.509 --> 00:06:55.350 Is it offensive, terrible? Is it getting in my way? It's 100 00:06:56.230 --> 00:06:59.870 maybe effective to hold someone's eyes open and force them to watch your ads, 101 00:07:00.509 --> 00:07:03.259 but in most cases there's a better way. Sometimes I even like that's ackwork 102 00:07:03.500 --> 00:07:08.379 engine alogy, like holding their eyes open. Yeah, really, we have 103 00:07:08.420 --> 00:07:10.899 video right now, so I'll do it. But like it's the clockwork orange, 104 00:07:10.939 --> 00:07:13.060 you know, hold your eyes open to make you watch the ADS. 105 00:07:13.540 --> 00:07:15.209 There is persuasion that can happen that way. If you hold some of these 106 00:07:15.250 --> 00:07:18.410 eyes open in a movie theater and you watch them watch trailers, that's a 107 00:07:18.649 --> 00:07:21.769 that is an effective form of advertising. You know, if you continue to 108 00:07:21.850 --> 00:07:25.930 bombard somebody with TV ads that they say this, see the same ad fifty 109 00:07:26.009 --> 00:07:29.649 times, they have no choice but to watch it. You might get through 110 00:07:29.649 --> 00:07:31.519 to them. But there is a better way, and to me the better 111 00:07:31.600 --> 00:07:36.600 way for most people who you don't want to interrupt or force is to approach 112 00:07:36.639 --> 00:07:41.759 them as a human and deliver content. Even if you're spending money to advertise 113 00:07:41.879 --> 00:07:46.029 that content, deliver content that actually a normal human being might be interested in. 114 00:07:46.550 --> 00:07:48.670 Yeah, I imagine, you know, because the people behind these ad 115 00:07:48.870 --> 00:07:53.949 campaigns are not, you know, there's not stupid people, they're not horrible 116 00:07:54.029 --> 00:08:00.100 people, but I think oftentimes there's just we kind of went here and we 117 00:08:00.180 --> 00:08:03.660 didn't really think about it from the other side it without, you know, 118 00:08:03.019 --> 00:08:07.420 throwing anyone under the bus or naming any names. Are there any examples you 119 00:08:07.500 --> 00:08:11.300 could share, Dan, where someone was like yeah, that seems fine, 120 00:08:11.620 --> 00:08:13.769 and then you guys kind of pushed back and said, well, hold on 121 00:08:13.889 --> 00:08:16.730 a second, think about it this way, and they were like, oh, 122 00:08:16.769 --> 00:08:20.810 yeah, that really is kind of going in this direction that we've always 123 00:08:20.970 --> 00:08:26.050 said we'd never want to go. Yeah, sometimes what happens here, I 124 00:08:26.129 --> 00:08:28.600 think this is like perfect metaphor for what you're asking. Sometimes what happens is, 125 00:08:28.639 --> 00:08:31.879 in a sales pitch or sales meetian or strategy session, will sit down 126 00:08:31.919 --> 00:08:35.639 with a brand and say here's your page full of all your banners. I've 127 00:08:35.679 --> 00:08:39.279 just found them. I went to motecom and search for Um, I just 128 00:08:39.360 --> 00:08:43.029 found some of your banners on the Internet. Let's look at them together and 129 00:08:43.149 --> 00:08:46.750 let's look at these banners and look at the words inside the banners and type 130 00:08:46.830 --> 00:08:50.750 those words out on the screen. So not inside the banner and all the 131 00:08:50.830 --> 00:08:54.230 colorful fonts and everything, but just take the words out and just put them 132 00:08:54.269 --> 00:08:56.419 on the page. Maybe make them in the form of a headline, like 133 00:08:56.539 --> 00:09:00.899 put those words under the banner in a font that looks like a headline, 134 00:09:00.940 --> 00:09:03.139 like a normal person might actually read it. Often what happens is the buyer 135 00:09:03.179 --> 00:09:07.419 goes wait, I don't want people to read that sentence. That sounds make 136 00:09:07.500 --> 00:09:11.049 no sense, that sends is nonsense, that it might have made sense in 137 00:09:11.129 --> 00:09:15.490 our ad, but also, like did it really maybe it didn't even make 138 00:09:15.529 --> 00:09:18.730 a sense in our ad at all. And so sometimes if you just squint 139 00:09:18.730 --> 00:09:22.009 at your ads and you actually look at them with a different mindset of the 140 00:09:22.009 --> 00:09:26.240 human and then you just read your own ads, read the words. I'm 141 00:09:26.279 --> 00:09:31.000 looking at a page here, just like, I don't know, don't forget 142 00:09:31.200 --> 00:09:35.000 these is some text, I see, and an ad for wine here or 143 00:09:35.120 --> 00:09:41.029 like explore our selection. Okay, but like that's the most boring sense I've 144 00:09:41.070 --> 00:09:45.149 ever heard. Explore our selection. How about, like explore our new selection 145 00:09:45.389 --> 00:09:50.269 of discounted wines from France, and even that's pretty boring, but at least 146 00:09:50.269 --> 00:09:54.860 it's a human sentence. There's so many examples where somebody will say, like 147 00:09:54.860 --> 00:09:58.299 here's my ad, here's my banner. Share through says cool, let his 148 00:09:58.340 --> 00:10:01.740 help you pull the text out of the banner, make it a headline and 149 00:10:01.820 --> 00:10:05.059 make it sort of fit into the page, and at that point the buyer 150 00:10:05.100 --> 00:10:07.889 goes Woa, right, I don't want to put those words on the page. 151 00:10:07.210 --> 00:10:09.809 It's like, if you don't want the words on the page, why 152 00:10:09.809 --> 00:10:13.809 are they in the banner? Yeah, they're. So remove the copy from 153 00:10:13.850 --> 00:10:16.649 from the context of the creative and just look at that, because it's got 154 00:10:16.769 --> 00:10:20.929 a start with the copy. It's going to be get like the creative is 155 00:10:20.090 --> 00:10:24.960 going to help it succeed or fail. But there's only so much lipstick you 156 00:10:24.000 --> 00:10:28.600 can put on a pig right to borrow and and old phrase. So yeah, 157 00:10:28.600 --> 00:10:31.960 I think what happens here sometimes, just sorry to flow on that, 158 00:10:31.000 --> 00:10:33.840 I think sometimes it happens is that the buyer says, look, I got 159 00:10:33.919 --> 00:10:37.190 to run a bad campaign and I need to make a square ad and it's 160 00:10:37.190 --> 00:10:39.629 got to have our picture, of our logo and a button inside of it, 161 00:10:39.750 --> 00:10:43.590 and okay, well, what word should be there? Let's put the 162 00:10:43.669 --> 00:10:46.870 word original and fresh. Okay, fine, what does that mean to a 163 00:10:46.870 --> 00:10:48.909 human? I don't know, like what are you trying to tell me? 164 00:10:50.820 --> 00:10:52.419 Like the way to think about it best is like if you were to write 165 00:10:52.419 --> 00:11:01.539 this as a email subject line or calendar meeting header or just a text message 166 00:11:01.539 --> 00:11:05.850 you might send to someone. It's so and so brand has a new X 167 00:11:05.929 --> 00:11:11.769 Y Z that does something interesting period or apple launches the new I phone. 168 00:11:11.809 --> 00:11:16.970 Eleven. Fine, you know, Nike releases the New Lebron James Shoe. 169 00:11:16.330 --> 00:11:20.639 Cool. Like treat it as news, almost, like not like silicious news, 170 00:11:20.679 --> 00:11:24.480 but just simple sentences with a noun and a verb and predicate, just 171 00:11:24.600 --> 00:11:28.320 like what is this that age trying to say? Eleven year old? That 172 00:11:28.399 --> 00:11:31.639 are just going through parts of the sentence and stuff like that right now. 173 00:11:31.320 --> 00:11:37.549 I love one separating the copy from the creative, and then also something that 174 00:11:37.629 --> 00:11:39.789 you just mentioned. I think a lot of people would. It would cause 175 00:11:39.830 --> 00:11:43.870 them an unlock taking the copy, separating it from the creative, typing it 176 00:11:43.950 --> 00:11:46.820 out in a Google doc and, like you said, maybe formatting it like 177 00:11:46.860 --> 00:11:50.419 a headline. And then you said, like what I text a friend this, 178 00:11:50.620 --> 00:11:54.620 would they know what I'm saying. Would they find this weird? Would 179 00:11:54.620 --> 00:11:58.179 they find this confusing? Literally, take the copy and type it out on 180 00:11:58.299 --> 00:12:03.090 your phone into a Google doc or into a blank text message and see how 181 00:12:03.129 --> 00:12:07.889 that feels, because it's interesting the way you remove the context and you change 182 00:12:07.009 --> 00:12:11.330 channels. Then you're in a mode of like this is how I communicate with 183 00:12:11.450 --> 00:12:16.240 my buddies or my mom or my significant other, and all of a sudden 184 00:12:16.279 --> 00:12:20.279 you look at the words differently. Right. Absolutely, and I love what 185 00:12:20.360 --> 00:12:24.879 you just said. Changing the medium just changes the way that your your brain 186 00:12:26.000 --> 00:12:28.440 processes the text. Maybe a text message is a little too far, but 187 00:12:28.519 --> 00:12:31.710 even just an email subject line, write it as an email subject line. 188 00:12:33.710 --> 00:12:37.230 If that email subject line is nonsensical and you would never want to send that 189 00:12:37.309 --> 00:12:41.669 to a customer prospect, don't put into an add yeah, absolutely, man. 190 00:12:41.990 --> 00:12:43.820 So number one is being more human centric. I think we got to 191 00:12:43.940 --> 00:12:50.179 some knitty gritty examples there. Your second tip is making sure that your ads 192 00:12:50.179 --> 00:12:56.179 are actually getting to the best endpoint, and this seems like kind of rudimentary 193 00:12:56.220 --> 00:13:00.970 advice, but you see this as a misstep for a lot of brands that 194 00:13:01.049 --> 00:13:03.090 are advertising right now. Right. Yeah, yeah, so this might get 195 00:13:03.129 --> 00:13:07.210 a little bit programmatic Geeky, maybe not technical, but just sort of programmatic 196 00:13:07.289 --> 00:13:11.330 inside baseball. So if you're listening and you're like I don't know what our 197 00:13:11.409 --> 00:13:16.320 TV is or what a DSP is or even what programmatic advertising is, this 198 00:13:16.480 --> 00:13:18.360 next section may not make sense. But if you're like yeah, of course 199 00:13:18.360 --> 00:13:22.080 I know how to do programmatic advertising. I use the trade desk or I 200 00:13:22.120 --> 00:13:24.960 use D be three hundred and sixty or media math or adobe and I run 201 00:13:26.039 --> 00:13:28.870 my ads across addicts and cheer through an index and Rubekon grade, I think 202 00:13:28.909 --> 00:13:31.870 this will be helpful advice. Even if you don't, maybe this is still 203 00:13:31.870 --> 00:13:35.710 helpful in the abstract. The advice here's to be really purposeful and deliberate about 204 00:13:35.750 --> 00:13:39.590 your supply path. So if you use the trade desk as your DSP and 205 00:13:39.750 --> 00:13:43.259 you just say I'm going to target all adds on the Internet, are all 206 00:13:43.259 --> 00:13:46.259 supply site, are all supply partners, or even a site list I want 207 00:13:46.259 --> 00:13:48.779 to run on these six hundred sites, but you don't choose which supply path 208 00:13:48.860 --> 00:13:54.740 you're taking, meaning you don't choose the specific exchanges that act does the conduit 209 00:13:54.779 --> 00:13:58.610 to get you to those sites. Well, we'll usually have that happening is 210 00:13:58.690 --> 00:14:01.769 that most of your budget will flow to Google, most of your budget, 211 00:14:01.809 --> 00:14:07.970 just because Google supply path is a black hole of size. The gravity well 212 00:14:07.049 --> 00:14:11.240 of Google's black hole just sucks in every marketing dollar that comes near it. 213 00:14:11.639 --> 00:14:16.320 So unless you say I want to spend seventy percent on Google and thirty percent 214 00:14:16.360 --> 00:14:20.200 elsewhere, you'll usually end up spending ninety percent on Google. Maybe you want 215 00:14:20.200 --> 00:14:24.669 to spend twenty percent on Google. You know, depends on your campaign strategy. 216 00:14:24.269 --> 00:14:28.070 But really it's just about being purposeful and deliberate about the supply path. 217 00:14:28.110 --> 00:14:31.230 And if you log into your DSP, the trade desk or dv through sixty, 218 00:14:31.269 --> 00:14:33.750 or ask your trading team or your account rep, they're what supply paths, 219 00:14:33.909 --> 00:14:37.269 or even just simply white exchanges am I buying and what's the mix of 220 00:14:39.379 --> 00:14:43.019 spend across exchanges? And you'll often be surprised that most of your spend is 221 00:14:43.059 --> 00:14:46.779 going through the add supply path and then the little bits going elsewhere. And 222 00:14:46.899 --> 00:14:50.460 I would just tie that to maybe the point that can bring this home is 223 00:14:50.580 --> 00:14:54.370 that if Google and ADDEX is your highest performing supply path, all good. 224 00:14:56.409 --> 00:15:00.289 If Google and adds is not your highest performing supply path and you see higher 225 00:15:00.289 --> 00:15:05.370 performance through another path, through the Yahoo supply path, through share, through 226 00:15:05.409 --> 00:15:11.399 through index exchange, through fill in the blank. There's ten other spot x 227 00:15:11.519 --> 00:15:16.960 whatever. If it performs better through another supply path to the same sites with 228 00:15:16.080 --> 00:15:20.919 the same cookie users, with the same targeting, same creatives, so just 229 00:15:20.000 --> 00:15:24.110 different path, but to the same site. If it performs better elsewhere, 230 00:15:24.509 --> 00:15:28.590 spend your money where your performance is ultimately, spend your programmatic marketing dollars through 231 00:15:28.710 --> 00:15:33.629 the supply path that are the highest performance. And even saying that out loud 232 00:15:33.669 --> 00:15:35.779 a little bit silly, but the ecosystem was set up in such a way 233 00:15:35.820 --> 00:15:39.980 that it rewards volume more than performance, and so it's just something that I 234 00:15:41.100 --> 00:15:43.259 think eventually, over the next three or four years, the dsps, maybe 235 00:15:43.340 --> 00:15:50.370 sooner, will start to do more automated automization of supply paths and automated pushing 236 00:15:50.450 --> 00:15:52.570 of your budgets through the supply paths that are the most efficient and the most 237 00:15:52.570 --> 00:15:58.289 performant and the most cost effective from like a cost per click, cost per 238 00:15:58.289 --> 00:16:03.169 view, cost per completed view, costper lead standpoint. But today it's more 239 00:16:03.210 --> 00:16:08.360 actually optimizing across different vectors. So DSP's optimize across the vector of audience or 240 00:16:08.399 --> 00:16:12.399 day parts or sites or whatever, which is also good. But you need 241 00:16:12.440 --> 00:16:18.159 to add in a more purposeful, deliberate approach to optimizing on the vector of 242 00:16:18.240 --> 00:16:21.350 supply path, which, if I say the word supply path and up, 243 00:16:21.350 --> 00:16:25.230 it's going to become meaningless here. But supply path meaning you're running your ad 244 00:16:25.350 --> 00:16:29.149 through your DSP. It's gonna ultimately arrive on CNNCOM, but the path that 245 00:16:29.269 --> 00:16:32.470 you take to get there will inform how the human being at the end of 246 00:16:32.509 --> 00:16:36.659 it actually sees your ad and will inform the performance of that Ad. And 247 00:16:36.779 --> 00:16:40.460 so of one supply path outperforms another. Just be deliberate about where you spend 248 00:16:40.460 --> 00:16:44.500 your money. Yeah, absolutely. I mean I think we we went through 249 00:16:44.500 --> 00:16:47.690 it very, very sequentially here, Dan. You know, looking at your 250 00:16:47.730 --> 00:16:52.049 copy, looking at the creative looking at where it's being presented and looking at 251 00:16:52.409 --> 00:16:56.529 how it's getting there, because that's going to change how it's actually presented to 252 00:16:56.690 --> 00:17:00.090 the end user. If you have all of those keys in mind, you're 253 00:17:00.129 --> 00:17:03.319 going to be more successful with your ad campaigns. Dan, if anybody listening 254 00:17:03.359 --> 00:17:07.440 to this is going to take one thing away from this episode and and going 255 00:17:07.559 --> 00:17:12.240 implement today, what's that one key takeaway? You want them to walk away 256 00:17:12.240 --> 00:17:18.750 with. Today, if you are programmatic buyer who's really thinking about programmic advertising, 257 00:17:19.430 --> 00:17:25.829 it's spend your programmatic marketing dollars through the paths that are the highest performance. 258 00:17:26.869 --> 00:17:29.950 If it's a low performing path, maybe you want to spend money there, 259 00:17:30.299 --> 00:17:33.019 but at least be aware of it, be deliberate about it, and 260 00:17:33.099 --> 00:17:34.539 it's really easy. That's not some complex thing. You could just go into 261 00:17:34.539 --> 00:17:38.500 your DSP and run the report or ask your trading team or even ask your 262 00:17:38.500 --> 00:17:41.940 DSP account Rep and they'll tell you where you spent your money. Second if 263 00:17:41.980 --> 00:17:45.809 you're not in the world of programmatic and you're really just a marketer thinking about 264 00:17:45.809 --> 00:17:49.490 navigating the landscape, especially this new landscape of the Open Web, my simple 265 00:17:49.490 --> 00:17:53.490 advice is be human with your ads. If you would never email to customer, 266 00:17:53.650 --> 00:17:56.690 don't put in an ad. If you would never post it to your 267 00:17:56.730 --> 00:18:00.000 facebook page, don't put in the AD. If you read it and scratch 268 00:18:00.000 --> 00:18:02.720 your head and say, what the heck does that even mean? Don't put 269 00:18:02.759 --> 00:18:06.319 in the AD. Make the AD sensible, make it comprehensible, make it 270 00:18:06.400 --> 00:18:08.880 respectful and make it human. I love it. Dan. If anybody listening 271 00:18:08.880 --> 00:18:12.150 to this would like to Ping you with a follow up question or two or 272 00:18:12.390 --> 00:18:15.470 stay in touch with you and the team at share through. What's the best 273 00:18:15.509 --> 00:18:18.910 way for them to reach out or stay connected? Man Dan at share throughcom 274 00:18:19.670 --> 00:18:22.789 easy enough. All right. Well, Dan, this has been super useful 275 00:18:22.829 --> 00:18:26.220 stuff. I appreciate you bringing some value to listeners today. Thank you so 276 00:18:26.380 --> 00:18:30.819 much for being our guests on the podcast today. Absolutely thank you for having 277 00:18:30.819 --> 00:18:37.180 me. Are you on Lincoln? That's a stupid question. Of course you're 278 00:18:37.220 --> 00:18:40.660 on Linkedin. Here's so we fish. We've gone all in on the platform. 279 00:18:40.660 --> 00:18:45.049 Multiple people from our team are creating content there. Sometimes it's a funny 280 00:18:45.089 --> 00:18:48.529 gift for me, other times it's a micro video or a slide deck, 281 00:18:48.809 --> 00:18:52.329 and sometimes it's just a regular old status update that shares their unique point of 282 00:18:52.329 --> 00:18:57.480 view on BB marketing leadership or their job function. We're posting this content through 283 00:18:57.519 --> 00:19:03.000 their personal profile, not our company page, and it would warm my heart 284 00:19:03.160 --> 00:19:07.480 and soul if you connected with each of our evangelists. will be adding more 285 00:19:07.720 --> 00:19:11.230 down the road, but for now you should connect with bill read, our 286 00:19:11.309 --> 00:19:15.150 COO, Kelsey Montgomery, our creative director, Dan Sanchez, our director of 287 00:19:15.190 --> 00:19:19.990 audience growth, Logan Lyles are director of partnerships, and me, James Carberry. 288 00:19:21.190 --> 00:19:23.339 We are having a whole lot of fun on Linkedin pretty much every single 289 00:19:23.420 --> 00:19:26.299 day, and we'd love for you to be a part of it