Navigating the Complex Landscape of Programmatic Advertising 

(ANA action items made simple)

by Christine Moore, Raus Global

Programmatic advertising has revolutionized how marketers reach their audiences, offering unprecedented scale and precision. However, as the ecosystem grows more complex, several issues have emerged, impacting campaign efficiency, transparency, and environmental sustainability. Identifying these challenges is the first step toward crafting effective solutions.

Your copy should address 3 key questions: Who am I writing for (audience)? Why should they care (benefit)? What do I want them to do (call-to-action)?

Create a great offer by adding words like "free," "personalized," "complimentary," or "customized." A sense of urgency often helps readers take action, so consider inserting phrases like "for a limited time only" or "only 7 remaining!"

Sustainability is non-negotiable. It’s not a mere trend or buzzword; it’s a strategic imperative. Including sustainability in your Paid Media approach is akin to securing the foundation of a sturdy building. But why? Because today’s consumers demand it. They seek brands that align with their values, and sustainability is high on their list.

There’s a misconception that sustainability detracts from revenue. Some believe that every moment spent contemplating sustainability translates to lost opportunities. However, this couldn’t be further from the truth. In reality, sustainable practices enhance long-term profitability. Let’s debunk the myth that revenue and sustainability are at odds

Reinventing Agency Pitch Reviews: A Better Way Forward

by Christine Moore, RAUS Global

Pitch reviews, a common practice in the marketing and advertising world, bear an eerie resemblance to the US healthcare system — they are broken. As businesses seek new agency partners to elevate their marketing efforts, the current pitch process has become increasingly cumbersome, costly, and time-consuming. Hours upon hours of effort are invested by both agencies and clients, leading to an overwhelming surplus of data and complex decision-making. It is evident that a new approach is needed to revolutionize agency search and evaluation.

Retail Media Networks

by Craig Stein, Senior Consultant, R3

The relationship between retailers and brands is an interdependent one: brands, particularly CPGs and other manufacturers of physical goods, provide products for retailers to place on their physical (and digital) shelves; and retailers, in turn, get these products into the hands of consumers. But the nature of this relationship is evolving and deepening with the advent of retail media networks (RMNs).

While not an entirely new phenomenon, (Amazon has been quietly working on its media business for more than a decade) RMNs have seemingly burst onto the scene in the last couple of years, grabbing headlines and ad dollars alike.