Q&A with Brendan Gahan, Partner & Chief Social Officer at Mekanism

Media 7 | March 2, 2021

Brendan Gahan, Partner & Chief Social Officer at Mekanism, has been at the forefront of social & influencer marketing since 2006, developing social campaigns for brands such as Mountain Dew, Unilever, Amazon, 20th Century Fox, and The Olympics. Brendan was named to the Forbes 30 Under 30 list in 2012 and his agency was recognized as Digiday’s Digital Video Agency of the year in 2017.

Gahan is a regular contributor to Entrepreneur and has been featured in The New York Times, The Wall Street Journal, Fast Company, The Guardian, Ad Age, and CNBC for his expertise in social media and influencer marketing expertise.

Have a sense of humor. Recognize that advertising is not life or death. We’re selling products and not working on an operating table.



MEDIA 7: What inspired you to get into advertising? Please take us through your journey.
BRENDAN GRAHAN:
As an 80’s kid, I grew up in the era of Air Jordan. To me, those commercials were as cool as the movies or TV shows I was watching at that time (oftentimes even more so). From the outside, it looked exciting and glamorous. Lucky for me, after graduating from college, I got the opportunity to intern at a boutique agency in San Francisco. I remember the first time I walked into that office. It reaffirmed all those ideas I’d had about advertising being a ‘cool’, creative career.

I got started in 2005. Social media was just taking off. Facebook, YouTube, and Myspace started getting real traction. I was really fortunate in that I was tapped to provide insight into this newly emerging landscape. I loved it and I latched onto it. Eventually, I did my first influencer marketing deal in 2006. From there I never looked back.

After my first job, I joined Mekanism. They were at the forefront of digital and social. We were among the first to use influencers. We did a ton of "viral" content and being innovative, continuously breaking new ground.  We were building up an influencer marketing and social media team years before anyone else.

From there I joined the startup in LA before striking it out on my own and starting an influencer marketing agency. I ended up selling that to Mekanism (that’s a whole other story), and have been overseeing the social media team within Mekanism for the last 6 years.

M7: Congratulations on becoming a part of history! Since 2015, Joe Biden has been associated with Mekanism and the logos for his presidential campaigns have been designed by your team. How was the experience like and what were your takeaways from it?
BG:
The Mekanism team did an incredible job on the Biden for President brand identity and logo. I can't take any credit for working on that campaign (unfortunately). But, I’m super proud of the work that the team did.

Mekanism’s relationship with the president dates back to 2015 when we began work on It’s On Us, a campaign to stop sexual assault on college campuses. A project I was fortunate enough to have worked on with then-Vice President Biden and team. Our efforts helped drive over half a million pledges on the site. It was rewarding to work on a project for such a great cause.


YouTube is really the gold standard. There’s a real relationship between viewer and creator that is tough to beat.



M7: You have been at the forefront of social & influencer marketing since 2006, developing social campaigns for brands like Mountain Dew, Unilever, Amazon, 20th Century Fox, and The Olympics. What is your approach to research and ideating these campaigns?
BG:
The future of influencer marketing is going to look more like athlete endorsements. The Nike + Jordan model applied to influencers is the way to go. It helps build credibility (for both the brand and creator). The era of paying for shoutouts and leveraging influencers purely as media outlets are dying.

As a result, our approach is to work with brands that buy into this philosophy. We like to get hands-on immerse creators in the brand. We love it when we can have the influencers go to a brand’s headquarters, meet the team, etc. Where possible we integrate influencers across campaign touchpoints and integrate them into the advertising. Anything to make it more meaningful.

Too often brands give influencers a brief and leave it at that. We do not buy into that approach.

M7: What social channels do you use for effective brand promotion and which ones do you see as the most promising, given your target audience?
BG:
Every campaign is unique. Ultimately, you need to customize your approach based on the audience and objective. However, I personally feel that YouTube is really the gold standard. Audiences tend to be far more rabid there than on other platforms. There’s a real relationship between viewer and creator that is tough to beat. If done well, YouTube is generally the most effective channel.

I think there’s a huge opportunity with any emerging platform. You have the opportunity to be a big fish in a small pond. If you’re early and you build a following, you generally grow at a disproportionate rate of later adopters who are facing more content as competition. At this moment, I’d point to TikTok, Clubhouse, and Dispo as being great places to build audiences. Generally, if you’re early to a platform you can garner a disproportionate amount of value.

For example, on YouTube median views per video in 2006 was 10,262. By 2016 it had declined to 89! That’s a multiple of 115! You look and see the same thing happening on Facebook, Instagram, etc. On Facebook, organic reach has plummeted from 16% in 2012 to low single digits today. Right now is always the time to strike with emerging platforms. There’s a lot of change happening right now and with change comes opportunity.


Right now is always the time to strike with emerging platforms. There’s a lot of change happening right now and with change comes opportunity.



M7: What do you believe are the top three advertising challenges in the post COVID-19 era?
BG:
Covid just accelerated most of what was already happening in the industry. Last year, e-commerce advertising grew 30X faster than the wider online ad market. There was an 11% increase in e-commerce (as a share of total U.S retail sales). Brands spent $58.5bn advertising across e-commerce platforms, omnichannel retailers, and social commerce.

It’s clear the future is social + commerce. The industry has had to adapt to that from a content development/creative perspective, media buying, as well as measurement. All these challenges really intersect. 
At this stage, there’s no going back. A new way of shopping and a foundational shift in content consumption has occurred.

M7: How do you target content to your audience, and what are your best practices to produce effective content?    
BG:
There is no one size fits all answer. Ultimately, the best way to come up with the answer is to start with the solution you want and work backward. Our creative approach at Mekanism is best described as "The Soul and Science of Storytelling": Communicating a brand's purpose with ideas informed by data and rooted in human truths. You leverage the data and insights you have to inform amazing creativity. 

M7: Words of wisdom for advertising professionals?
BG:
I’ve found that those who look for inspiration beyond advertising tend to have more inspiring careers. So, for anyone just starting out, it would really work to develop a perspective and skillset beyond just advertising. Zero in on something in culture or technology that is growing and invest in that (in addition to advertising) this helps differentiate yourself.

Also, have a sense of humor. Recognize that advertising is not life or death. We’re selling products and not working on an operating table.

ABOUT MEKANISM

Mekanism is an award-winning, independent, full-service advertising agency made up of creative entrepreneurs. With offices in San Francisco, New York, Chicago and Seattle, we serve as collaborative business partners to some of the world’s greatest brands, including Ben & Jerry’s, Peloton, Jose Cuervo, OkCupid, Charles Schwab and Alaska Airlines.

In 2020, The Effie Index named Mekanism as the #6 Most Effective Independent Agency in the United States. Mekanism has also been named to Ad Age’s Agency A List and twice to their Best Places to Work. Our work hasalso  been profiled by The New York Times, Fast Company and ABC’s Nightline and studied by Harvard Business School.

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Q&A with Brian R Johnson, Chief Innovation Officer and Co-Founder at Canopy Management

Media 7 | February 15, 2021

Brian R. Johnson, Chief Innovation Officer and Co-Founder at Canopy Management, has served as a leader in online advertising and conversion rate strategy for nearly two decades. A trusted partner to thousands of brands across the globe, Brian’s work has earned him a reputation as a disruptive force in a world brimming with new and interesting challenges. Through his advertising agency Canopy Management, Brian has helped over 20,000 brands improve their e-commerce revenue and profitability by leveraging the latest advertising practices and strategies in new and exciting ways. The results his products and services deliver continue to put him in high demand with companies both large and small around the world.

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Q&A with Fred Pike, Managing Director/CFO at Northwoods

Media 7 | August 23, 2021

Fred Pike, Managing Director/CFO at Northwoods, is an experienced presenter, teacher, and blogger on GA, GA4, and GTM topics. He is a GA/GTM Practice Lead at Northwoods, DataDrivenU (Jeffalytics) Community Expert and CXL Institute Instructor in three courses: Google Analytics Audit, Excel and Sheets for Marketers and Using the GA API add-on for Sheets. He is certified in both Google AdWords and Google Analytics (GAIQ). Through ConversionXL, he is certified in CRO (Conversion Rate Optimization). He is also an active pit musician, playing guitar, bass, or mandolin for various musical venues around Milwaukee.

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Q&A with Itamar Benedy, Co-Founder & CEO at Anzu.io

Media 7 | August 5, 2021

Itamar Benedy, CEO and Co-founder of Anzu.io, was previously the CEO of Glispa, a Berlin-based advertising firm with €100M in annual revenues, a team of 250 people, and 9 international offices. Itamar led the acquisitions of JustAd, a playable ads start-up, and Relevantech, a Telecom monetization platform. Previously, Itamar served as the VP of Marketing at Sport.com and Yoga.com, leading the user acquisition, monetization, and analytics teams. He guided Sport.com to become a market-leading fitness firm and transformed mHealth into a business with over 40 million downloads across 30 apps. With a decade of experience in mobile and marketing, Itamar is a member of the Mobile Steering Group Board of IAB, and the Young President Organization (YPO). He was also nominated for Forbes Israel 30 under 30 in 2016.

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Q&A with Brian R Johnson, Chief Innovation Officer and Co-Founder at Canopy Management

Media 7 | February 15, 2021

Brian R. Johnson, Chief Innovation Officer and Co-Founder at Canopy Management, has served as a leader in online advertising and conversion rate strategy for nearly two decades. A trusted partner to thousands of brands across the globe, Brian’s work has earned him a reputation as a disruptive force in a world brimming with new and interesting challenges. Through his advertising agency Canopy Management, Brian has helped over 20,000 brands improve their e-commerce revenue and profitability by leveraging the latest advertising practices and strategies in new and exciting ways. The results his products and services deliver continue to put him in high demand with companies both large and small around the world.

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Q&A with Fred Pike, Managing Director/CFO at Northwoods

Media 7 | August 23, 2021

Fred Pike, Managing Director/CFO at Northwoods, is an experienced presenter, teacher, and blogger on GA, GA4, and GTM topics. He is a GA/GTM Practice Lead at Northwoods, DataDrivenU (Jeffalytics) Community Expert and CXL Institute Instructor in three courses: Google Analytics Audit, Excel and Sheets for Marketers and Using the GA API add-on for Sheets. He is certified in both Google AdWords and Google Analytics (GAIQ). Through ConversionXL, he is certified in CRO (Conversion Rate Optimization). He is also an active pit musician, playing guitar, bass, or mandolin for various musical venues around Milwaukee.

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Q&A with Itamar Benedy, Co-Founder & CEO at Anzu.io

Media 7 | August 5, 2021

Itamar Benedy, CEO and Co-founder of Anzu.io, was previously the CEO of Glispa, a Berlin-based advertising firm with €100M in annual revenues, a team of 250 people, and 9 international offices. Itamar led the acquisitions of JustAd, a playable ads start-up, and Relevantech, a Telecom monetization platform. Previously, Itamar served as the VP of Marketing at Sport.com and Yoga.com, leading the user acquisition, monetization, and analytics teams. He guided Sport.com to become a market-leading fitness firm and transformed mHealth into a business with over 40 million downloads across 30 apps. With a decade of experience in mobile and marketing, Itamar is a member of the Mobile Steering Group Board of IAB, and the Young President Organization (YPO). He was also nominated for Forbes Israel 30 under 30 in 2016.

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DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, Are More Amenable to Advertising Than the General Population

PR Newswire | May 16, 2023

DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry. Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences. Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population. Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50. "Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV." "People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift." Conducted between March 9 and 16, the survey also found: 77% of patients 50 and over have a diagnosed condition 49% of patients 50 and over view relevant advertising positively 7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50 96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service and more To learn more about DeepIntent, visit www.deepintent.com/. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. About Roku, Inc. Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

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Broadsign, Adkom & Blip Announce Programmatic Ad Tech Integration

ExchangeWire | May 15, 2023

Outdoor advertising technology leaders Adkom, Blip, and Broadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP). Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities. The integration, which includes Adkom and Blip’s mediation layer, unlocks US roadside inventory that may have previously been difficult to procure due to a fragmented media owner landscape, making it simple to purchase through a programmatic platform. At the same time, independent media owners on the Adkom and Blip networks can increase revenue potential through new and repeat exposure to brands transacting on DSPs integrated with Broadsign. “We’re committed to working with brands, agencies, DSPs, and SSPs to ensure that we are adding as much value as possible at every point of the programmatic transaction. Optimising campaigns, providing real-time reporting, ensuring prompt creative approval, and offering service to our customers on both sides of the transaction is essential to this mission, and our work with Broadsign will allow us to build on that,” said Andy Gotshalk, vice president of programmatic for Adkom and Blip. “We’ve watched and admired Broadsign’s efforts in the programmatic DOOH space and are excited to work with them to expand programmatic access to Adkom and Blip network inventory, which will ultimately serve the greater OOH industry.” “Programmatic DOOH is advancing at a rapid pace, and more advertisers and agencies embracing the channel want access to unique and targeted inventory via Adkom and Blip offerings,” explained John Dolan, global head of media sales & service, Broadsign. “We’re thrilled to be collaborating with Adkom and Blip to bring Broadsign-supported DSPs and media buyers a host of new roadside screens, as demand for this kind of inventory continues to surge.” About Broadsign Broadsign empowers publishers, agencies, and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps publishers more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.

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OneTrust's Arshdeep Sood is Named in the Top Women in Media & Ad Tech Awards

PR Newswire | May 26, 2023

OneTrust, the market-defining leader for trust intelligence, is pleased to announce that Arshdeep Sood, Senior Solutions Engineer at OneTrust, has been named one of the 2023 Top Women in Media & Ad Tech by AdExchanger and AdMonsters. The annual awards recognize, celebrate, inspire, and bring together the women who are making an impact in the greater digital media and advertising technology community. Arshdeep, a passionate engineer and privacy expert, was named in the Tech Trailblazers category, which honors tech-focused women who are creating and improving ad tech and media products. "It's an incredible privilege to be recognized among such talented and inspiring women," said Arshdeep Sood, Senior Solutions Engineer at OneTrust. "Women are still widely underrepresented in STEM roles like engineering, which makes the honor of Tech Trailblazer even more meaningful. Since the beginning of my career, I've devoted my passions to the dynamic realm of media and ad tech, focusing on trust and privacy-first experiences. Today, I'm proud to see my contributions propel innovation within the industry." Arshdeep Sood, who holds a Master of Science in Electrical and Computer Engineering and a Management of Technology Certificate from the Georgia Institute of Technology, is committed to delivering privacy-centric consumer experiences. With a wealth of industry experience and IAPP credentials, including CIPP/E, CIPM, and Fellow in Privacy (FIP), she has become a recognized leader in the field. Arshdeep specializes in the AdTech market and has trained with IAB in the programmatic landscape. In her role, she works closely with customers to guide their privacy journeys and innovate solutions to best meet their needs. Arshdeep is also a strong advocate for diversity, equity, and inclusion (DE&I) and serves as the Chair of Employee Trust Groups (ETGs) at OneTrust. "The Top Women in Media and Ad Tech Awards provide a platform to highlight the immense impact of women in the media and ad tech space. Their success has a lasting impact on their brands and markets; they are leaders, mentors, and change agents in the industry," said Bill Amstutz, Group Publisher of AdExchanger and AdMonsters. "We take great pride in celebrating their achievements." About OneTrust OneTrust is the trust intelligence cloud platform organizations use to transform trust from an abstract concept into a measurable competitive advantage. Organizations globally use OneTrust to enable the responsible use of data while protecting the privacy rights of individuals, implement and report on their cyber security program, make their social impact goals a reality, and create a speak up culture of trust. Over 14,000 customers use OneTrust's technology, including half of the Global 2,000. OneTrust currently ranks #24 on the Forbes Cloud 100 list of top private cloud companies in the world and employs over 2,000 people in regions across North America, South America, Asia, Europe, and Australia.

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AD TECH AND MARTECH, ADVERTISER PLATFORMS

DeepIntent and Roku Research Reveals 79% of Adults 50+ Stream, Are More Amenable to Advertising Than the General Population

PR Newswire | May 16, 2023

DeepIntent, the leading healthcare advertising technology company built to influence better patient health and business outcomes, revealed new research that illuminates the streaming habits and impact of pharmaceutical advertising on adults over the age of 50. In partnership with Roku, Inc., DeepIntent shared the research at the company's second annual Innovating with Intent event focused on the future of connected TV (CTV) in the pharmaceutical industry. Because people are more likely to be diagnosed with conditions as they age, older patients are naturally an important demographic for pharmaceutical advertisers. Surveying more than 3,000 U.S. adults across every age group, DeepIntent and Roku dispelled the common misconception that older patients aren't as easy to reach on CTV as younger audiences. Marking the fourth time DeepIntent has surveyed patients to better understand their feelings toward pharmaceutical advertising and how it factors into their health and wellness journeys, the research found that 79% of adults 50 and over use streaming services. The research also found that 66% prefer advertising-based video-on-demand (AVOD) services, which means that these so-called "silver streamers" are even more amenable to advertising than the general population. Continuing to grow in popularity, CTV enables pharmaceutical brands to reach this demographic with messaging that's both relevant and privacy-safe. However, just 23% of patients 50 and over find the pharmaceutical ads they see on streaming services relevant to their lives, compared with 40% of patients under 50. "Pharma advertisers don't always use data-driven programmatic targeting on CTV to its full potential. As a result, silver streamers feel ads aren't relevant, which in turn makes them less likely to inspire action," said Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent. "DeepIntent was founded with the core belief that advertising technology can measurably improve patient outcomes, and our research highlights a massive opportunity for pharmaceutical brands to do that by reaching their most coveted demographic with relevant messaging on CTV." "People 50 and over are the primary audience for many pharma brands, who may not realize that this demographic is really driving streaming growth," said Eric Lloyd, Head of Industry, Health, at Roku. "There is a tremendous opportunity to reach people over 50 in streaming environments, which offer much more than traditional TV in terms of impacting the patient journey and driving script lift. The survey results only confirmed that it's paramount for pharma advertisers to capitalize on this paradigm shift." Conducted between March 9 and 16, the survey also found: 77% of patients 50 and over have a diagnosed condition 49% of patients 50 and over view relevant advertising positively 7% of patients 50 and over have made an appointment to see a healthcare provider (HCP) after seeing a pharmaceutical ad, compared with 21% of patients under 50 96% of cord-cutters 50 and over are happy with their decision to cancel their cable/satellite TV service and more To learn more about DeepIntent, visit www.deepintent.com/. About DeepIntent With a core belief that advertising technology can measurably improve the lives of patients, DeepIntent is leading the healthcare advertising industry into the future. Built purposefully for the healthcare industry, the DeepIntent Healthcare Advertising Platform is proven to drive higher audience quality and script performance with patented technology and the industry's most comprehensive health data. DeepIntent is trusted by 600+ pharmaceutical brands and all the leading healthcare agencies to reach the most relevant healthcare provider and patient audiences across all channels and devices. For more information, visit DeepIntent.com or find us on LinkedIn. About Roku, Inc. Roku pioneered streaming on TV. We connect users to the content they love, enable content publishers to build and monetize large audiences, and provide advertisers with unique capabilities to engage consumers. Roku TV™ models, Roku streaming players, and TV-related audio devices are available in various countries around the world through direct retail sales and/or licensing arrangements with TV OEM brands. Roku-branded TVs and Roku Smart Home products are sold exclusively in the United States. Roku also operates The Roku Channel, the home of free and premium entertainment with exclusive access to Roku Originals. The Roku Channel is available in the United States, Canada, Mexico, and the United Kingdom. Roku is headquartered in San Jose, Calif., U.S.A.

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AD TECH AND MARTECH

Broadsign, Adkom & Blip Announce Programmatic Ad Tech Integration

ExchangeWire | May 15, 2023

Outdoor advertising technology leaders Adkom, Blip, and Broadsign today (May 11th, 2023) announced a technology collaboration that brings more than 2,000 large format, roadside digital billboards located in more than 190 markets to the Broadsign supply-side-platform (SSP). Advertisers and media buying agencies around the world can now access the inventory via any of the demand-side-platforms (DSPs) integrated with the Broadsign SSP, including the Broadsign Ads DSP, while independent roadside media owners on the Adkom and Blip networks gain new programmatic revenue opportunities. The integration, which includes Adkom and Blip’s mediation layer, unlocks US roadside inventory that may have previously been difficult to procure due to a fragmented media owner landscape, making it simple to purchase through a programmatic platform. At the same time, independent media owners on the Adkom and Blip networks can increase revenue potential through new and repeat exposure to brands transacting on DSPs integrated with Broadsign. “We’re committed to working with brands, agencies, DSPs, and SSPs to ensure that we are adding as much value as possible at every point of the programmatic transaction. Optimising campaigns, providing real-time reporting, ensuring prompt creative approval, and offering service to our customers on both sides of the transaction is essential to this mission, and our work with Broadsign will allow us to build on that,” said Andy Gotshalk, vice president of programmatic for Adkom and Blip. “We’ve watched and admired Broadsign’s efforts in the programmatic DOOH space and are excited to work with them to expand programmatic access to Adkom and Blip network inventory, which will ultimately serve the greater OOH industry.” “Programmatic DOOH is advancing at a rapid pace, and more advertisers and agencies embracing the channel want access to unique and targeted inventory via Adkom and Blip offerings,” explained John Dolan, global head of media sales & service, Broadsign. “We’re thrilled to be collaborating with Adkom and Blip to bring Broadsign-supported DSPs and media buyers a host of new roadside screens, as demand for this kind of inventory continues to surge.” About Broadsign Broadsign empowers publishers, agencies, and brands to harness the power of out-of-home and connect with audiences across the globe. Powering over 425,000 signs along roadways and in airports, shopping malls, health clinics, transit systems and more, Broadsign is at the heart of people’s lives. The Broadsign platform helps publishers more efficiently manage their business operations while enabling brands and agencies to easily book OOH campaigns. The platform includes tools for content distribution, playback and proof of performance; sales inventory availability and proposal generation; automated programmatic DOOH transactions; and OOH business operations.

Read More

AD TECH AND MARTECH

OneTrust's Arshdeep Sood is Named in the Top Women in Media & Ad Tech Awards

PR Newswire | May 26, 2023

OneTrust, the market-defining leader for trust intelligence, is pleased to announce that Arshdeep Sood, Senior Solutions Engineer at OneTrust, has been named one of the 2023 Top Women in Media & Ad Tech by AdExchanger and AdMonsters. The annual awards recognize, celebrate, inspire, and bring together the women who are making an impact in the greater digital media and advertising technology community. Arshdeep, a passionate engineer and privacy expert, was named in the Tech Trailblazers category, which honors tech-focused women who are creating and improving ad tech and media products. "It's an incredible privilege to be recognized among such talented and inspiring women," said Arshdeep Sood, Senior Solutions Engineer at OneTrust. "Women are still widely underrepresented in STEM roles like engineering, which makes the honor of Tech Trailblazer even more meaningful. Since the beginning of my career, I've devoted my passions to the dynamic realm of media and ad tech, focusing on trust and privacy-first experiences. Today, I'm proud to see my contributions propel innovation within the industry." Arshdeep Sood, who holds a Master of Science in Electrical and Computer Engineering and a Management of Technology Certificate from the Georgia Institute of Technology, is committed to delivering privacy-centric consumer experiences. With a wealth of industry experience and IAPP credentials, including CIPP/E, CIPM, and Fellow in Privacy (FIP), she has become a recognized leader in the field. Arshdeep specializes in the AdTech market and has trained with IAB in the programmatic landscape. In her role, she works closely with customers to guide their privacy journeys and innovate solutions to best meet their needs. Arshdeep is also a strong advocate for diversity, equity, and inclusion (DE&I) and serves as the Chair of Employee Trust Groups (ETGs) at OneTrust. "The Top Women in Media and Ad Tech Awards provide a platform to highlight the immense impact of women in the media and ad tech space. Their success has a lasting impact on their brands and markets; they are leaders, mentors, and change agents in the industry," said Bill Amstutz, Group Publisher of AdExchanger and AdMonsters. "We take great pride in celebrating their achievements." About OneTrust OneTrust is the trust intelligence cloud platform organizations use to transform trust from an abstract concept into a measurable competitive advantage. Organizations globally use OneTrust to enable the responsible use of data while protecting the privacy rights of individuals, implement and report on their cyber security program, make their social impact goals a reality, and create a speak up culture of trust. Over 14,000 customers use OneTrust's technology, including half of the Global 2,000. OneTrust currently ranks #24 on the Forbes Cloud 100 list of top private cloud companies in the world and employs over 2,000 people in regions across North America, South America, Asia, Europe, and Australia.

Read More

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Mekanism

Mekanism

Mekanism is an award-winning, independent, full-service advertising agency made up of creative entrepreneurs. With offices in San Francisco, New York, Chicago and Seattle, we serve as collaborative business partners to some of the world’s greatest brands, including Ben & Jerry’s, Peloton, Jose Cuerv...

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