Affiliate Idea Factory

Kristi Argilyan, evp and Chief Commercial Officer, The Trade Desk

Every CMO is dealing with the same squeeze. Finance is going through budgets line by line and wants proof. Meanwhile, the data that’s supposed to back up that spend is more fragmented than it’s ever been.

Programmatic has more data than ever, and marketers still can’t answer a simple question: Did this drive sales? The answer is apparent. Purchase and intent data shouldn’t be one more targeting input layered on. It should be what everything else is built around.

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The digital advertising ecosystem is being transformed as AI unlocks speed, intelligence and new avenues for growth. But both publishers and marketers are realizing that simply having more monetization capabilities and buying options doesn’t necessarily lead to stronger business outcomes. With the constant pressure to maximize publisher revenue and the ROI of every advertising dollar, navigating this growing complexity requires collaboration both parties can count on.

As a result, publishers and buyers are turning to partners who can bridge platform innovation with proven performance. 

“The industry continues to shift toward more direct supply paths,” said Scott Sheffer, vp of global partnerships on Google’s sell-side monetization team. “Delivering on performance requires stronger connections between the publishers creating unique, authoritative content and advertisers looking to reach their audiences. Maximizing value for our partners begins with establishing the most transparent path between advertiser demand and publisher supply. ”

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