Joe Zappa Joe Zappa

The Outcomes Era Isn't Going Anywhere

Digital advertising continues to revolve around measurable outcomes, with platforms like Google and Meta leading the charge. While media quality is gaining attention, advertisers remain focused on proving incremental sales, reinforcing the dominance of the Outcomes Era.

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Joe Zappa Joe Zappa

AI Will Transform Advertising. Get Excited

2025 is the most exciting moment in adtech in more than a decade. Monopolies that previously seemed impossible to disrupt now seem vulnerable, and we're on the precipice of net new value creation that we haven't seen since the dawn of mobile.

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Joe Zappa Joe Zappa

3 Ideas for Netflix's Ad Business

As it leans into ads, Netflix has an opportunity to set the bar for CTV advertising innovation. Three opportunities to consider are in-stream formats, performance TV, and direct deal automation.

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Joe Zappa Joe Zappa

3 LinkedIn Posts That Went Adtech Viral — and Why

In adtech, a great LinkedIn post doesn’t just inform — it captivates. By focusing on timely topics, critiquing market leaders, and offering unique perspectives, these three posts grabbed attention and sparked engagement. Here’s why they worked.

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Joe Zappa Joe Zappa

5 Questions to Develop a Story That Helps You Hit Revenue Targets

Your value proposition is not a story. A story is about the industry, your customers, villains, and how you’re changing the industry to improve it for your customers. This sounds a little more Hollywood (as it should), and done correctly, a story can get more people, including future customers, to care about your company, which will help you hit revenue targets (marketing’s ultimate purpose).

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Joe Zappa Joe Zappa

IAS Needs a Clearer Vision

IAS' messaging is unfocused and vague. The company is using earnings calls, for example, to present a string of updates. Instead, it should consider centering heightened demands for efficiency as the core challenge of this era — and its pre-bid optimization products as an answer that will make IAS a performance partner, not an insurer.

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Joe Zappa Joe Zappa

Publicis Positions Itself as the Solution to Marketing’s Biggest Challenge

While most agency holding companies focus their messaging on internal reorgs, Publicis is doing something different—and better. By addressing the industry's biggest challenges head-on and presenting itself as the solution, Publicis is redefining how a holdco can use earnings calls to shift industry perception to its benefit.

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Joe Zappa Joe Zappa

Earnings Call Messaging Should Tell a Story About the Industry

Earnings calls are more than a rundown of initiatives—they’re an opportunity to define your company’s place in the industry narrative. Viant’s recent call shows how powerful it can be to tell a cohesive story that connects innovation, market dynamics, and the company’s future vision.

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Joe Zappa Joe Zappa

2024: A Year of Quality in Advertising’s Outcomes Era

As digital advertising leans heavily into the Outcomes Era, many are also taking a step back to reassess quality standards. This counterbalance has defined 2024, as advertisers explore ways to achieve results while demanding greater transparency and control.

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Joe Zappa Joe Zappa

Your Differentiator Probably Isn't What You Think

Many companies, especially in adtech, believe they have a clear differentiator, but clients often struggle to see it. The real challenge lies in bridging the gap between a brand’s internal identity and how it’s actually perceived. With a focus on tangible differentiation, this piece explores how companies can build a memorable, credible reputation by aligning their messaging with what clients truly value and recognize, helping them stand out in a sea of sameness.

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Joe Zappa Joe Zappa

Why No One Is Paying Attention to You

You can't accomplish anything with marketing if no one is paying attention, yet most adtech companies operate as if this weren't true. You can drive attention with three simple steps. 

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Joe Zappa Joe Zappa

Nexxen’s Messaging Is Good. We Should Hear More About It

Adtech companies often miss the mark on clear, effective messaging, but earnings calls provide a rare opportunity to evaluate how well they communicate their strategy. Nexxen's recent Q2 call shows how it's done, positioning the company as a data-driven leader, but the real challenge is whether they can get that message out into the market.

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Joe Zappa Joe Zappa

Lessons from a Massively Successful Adtech Product Launch

Viant’s launch of ViantAI, an autonomous advertising platform, quickly captured industry attention with 150,000 views in just a few days. Direct audience engagement, high production quality, and perfect timing played crucial roles in its success.

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