Radically Candid: Learn about Streaming TV advertising.

[cognition]
  • 5.0 (1)
  • TV & FILM

Welcome to [radically candid] the podcast that takes you behind the scenes with the people, personalities, and perspectives shaping how we think about Streaming TV and how we approach solving challenges for agencies trying to build an owned and operated ad tech stack.

Episodes

  1. Breaking The $40B Streaming TV Black Box with Adam Holt, Collin Davis, Tim Daher, and Amber Daniel

    FEB 4

    Breaking The $40B Streaming TV Black Box with Adam Holt, Collin Davis, Tim Daher, and Amber Daniel

    In this episode of [radically candid], host Ava Hinds goes deep into the mechanics of Streaming TV advertising with the leadership team at [cognition]. From the technical how-to of dynamic creative to the strategic shift from demand capture to demand generation, this episode pulls back the curtain on how dealers and agencies can finally see inside the black box of Streaming TV. Who’s This Conversation For? This conversation is for anyone looking to move beyond vanity metrics and master the technical side of Streaming TV. Listeners will discover how to navigate fragmented data across Walled Gardens like Amazon and Google while shifting from search-heavy budgets to a holistic attribution model.  What You’ll Learn By Listening 1. The Why vs. The How of Streaming Ads Adam Holt (Vice President of Product) and Collin Davis (CTO) explain that while streaming feels like a new medium, the core strategy remains: Being the Translation Layer. [cognition] acts as the bridge between complex DSPs (Demand Side Platforms) and the end goal, selling a vehicle. Learn how [cognition] uses a library of B-roll and automated tech to get campaigns live in minutes, solving the "I don't have video content" pain point.2. Creative Studio & The Power of Dynamic Tags The team breaks down how Creative Studio and Media Studio work in tandem. By using a certified ad server, [cognition] can update offers and inventory within a video ad dynamically. If a car sells or a price changes, the ad updates automatically without needing a new video file.3. Measuring the Black Box: Overlap & Attribution Tim Daher (Vice President of Sales) and Amber Daniel (CRO) tackle the transparency issue in programmatic buying. Tim reveals that even when buying across different platforms, there is often only a 10% overlap in audience reach, meaning incremental reach is higher than most marketers realize.The team discusses why relying solely on Search is dangerous and you are letting the market dictate your future. Streaming TV doesn't just capture demand, it creates it.4. The 90-Day Clock While most dealers are obsessed with the 30-day sales cycle, the [cognition] team argues that success is driven by the 90-day clock. By influencing the consumer journey earlier through streaming and programmatic video, the 30-day bottom of the funnel results take care of themselves. Key Takeaways Using Data Clean Rooms to match impression data with sales records without exposing PII.A sneak peek into [cognition]’s roadmap, including deeper integration with DV360 and YouTube to complement their Amazon DSP expertise.For agencies that struggle to get weekly data from dealers, [cognition] leverages third-party registration data (like Polk) to prove ROI automatically.Connect with the Guests Adam Holt (Vice President of Product) Collin Davis (CTO)Tim Daher (Vice President of Sales)Amber Daniel (CRO) – Reach out at amber@cognitionads.com Click here to get a demo of the first unified streaming media activation and measurement platform for agencies and enterprise teams.

    31 min
  2. How Your Data Actually Gets Managed with Aqua Bailey, Operations Support Lead @ [cognition]

    JAN 20

    How Your Data Actually Gets Managed with Aqua Bailey, Operations Support Lead @ [cognition]

    In this episode of [radically candid], host Ava Hinds sits down with Aqua Bailey, Operational Support Lead at [cognition], to pull back the curtain on how data actually moves from a dealership’s sales floor to a high-performing digital campaign. Who's This Conversation For? This conversation is for anyone looking to understand the technical back end of attribution. If you’ve ever wondered how to prove an ad actually sold a car, or what exactly happens inside a Data Clean Room, this episode is for you.   What You'll Learn By Listening 1) Why Lower Numbers Can Mean Better Data Aqua explains the critical role of de-duplication. In the DSP, numbers might look inflated because one person saw multiple ads. By using Amazon Marketing Cloud (AMC), Aqua’s team identifies the unique individual behind the clicks. The Payoff: You get a true metric of reach and a realistic ROI, rather than vanity metrics that count the same person five times.2) Understanding Data Clean Rooms (DCR) Data privacy is non-negotiable, but data access is essential. Aqua breaks down the DCR as a secure, private filing cabinet that stores inventory, impressions, and sales data while protecting PII (Personally Identifiable Information). 💡 Key Technical Takeaway: [cognition] leverages a 95-day backfill window, a massive advantage over other platforms for tracking long-term trends and maintaining client trust.3) How to Track Sales Without Sharing Sensitive Data For clients hesitant to share first-party sales data due to privacy concerns, Aqua introduces the Polk/DMV integration. By pulling registered buyer data directly from the DMV, [cognition] can aggregate matchbacks to prove campaign effectiveness without the dealer ever having to export a customer list.4) Turning Past Data into Future Audiences Data isn't just for reporting, it’s for targeting. Aqua discusses how segments, built from either first-party sales data or previous conversion events, are pushed back into the DSP to create high-intent audiences. The Strategy: If you have over 2,500 impressions, you can turn that data into a retargeting powerhouse to reach the people who almost bought. Connect with Aqua Bailey on LinkedIn here!

    13 min
  3. How to Stand Out in a Crowded Market with Matt Wilson, VP of Digital @ Silverback Advertising

    10/09/2025

    How to Stand Out in a Crowded Market with Matt Wilson, VP of Digital @ Silverback Advertising

    In this episode of [radically candid], Matt Wilson, Vice President of Digital at SilverBack Advertising, discusses his non-linear career path and the power of listening to your market with Tim Rowe. Who's This Conversation For? This conversation is for anyone looking to redefine their career path or stand out in a crowded marketplace...of any sort - whether its as a career, as an agency, or within the programmatic or streaming media space. 🚀  What You'll Learn By Listening 1) Why Audience Matters More Than Your Ego  Matt’s first radio show originally covered both baseball and NASCAR. But when he and his co-host realized the audience only wanted to hear about NASCAR, they pivoted to an all-NASCAR format.  And the payoff? By putting the audience first, the show was picked up by an ESPN affiliate station. Proof that true success comes from listening to your audience. 2) How to Design Your Dream Job (even when it doesn’t exist…yet) Don’t wait for the opportunity, create it. Matt shares his story of inventing roles for himself that didn't exist yet, the importance of working hard to build a reputation, and why "everyone is in sales"- especially when you are the product. 💡Key Career Takeaway: Show your strengths, be enthusiastic about the work you want, and back it with hard work (“just get it done mentality”).  3) No one-size-fits-all strategy Every client is unique. Different goals, different problems, different definitions of success. The right approach isn't, "Here's our playbook."  It's, "Let's talk about your goals and how to achieve them." 4) Streaming TV is powerful, but education & proof matter most Matt explains that the key is to educate clients and prove value from the start. SilverBack Advertising's highest-performing campaigns use tools like retargeting and smart identity solutions to provide undeniable proof that the ads are working on a smaller scale. The job to be done is creating "investment confidence," and that comes from education.  See also: #3 No one-size-fits-all strategy, be consultative and prescriptive. 5) Being “Seen” vs “Effective”  Seeing is believing, but this game is about dollars and cents. "Why haven't I seen my own ad?" is the most common question Matt hears when talking about Streaming TV advertising. And the answer? You are not your target audience. So if you don't see your own hyper-targeted streaming ad...that might be a good thing. It means your system is working and is optimizing for impact (vs vanity metrics).  Ready to get all of the lessons? Listen to the Full Episode Now!

    41 min
  4. How to Ride the AI-Tsunami of Change with Whitfield Athey, COO @ [cognition]

    09/11/2025

    How to Ride the AI-Tsunami of Change with Whitfield Athey, COO @ [cognition]

    The trend lines show that AI is only getting smarter and more complex, so how do you ride the wave without getting crushed by it? We are given three options: Be in denial Run for the hills when change occurs See it on the horizon and plan ahead In this episode of [radically candid], Whitfield Athey, Chief Operations Officer at [cognition], discusses these changes and how to plan for the disruptions AI will cause in the next 2-3 years with Tim Rowe. Who's This Conversation For This is an important conversation that businesses (and families alike) should be having and taking into account during decision-making. AI has become the sharpest knife in the drawer and is evolving both entry-level and senior positions in a business. Given the magnitude of complexity this technology will have, it's more important now than ever to understand it quickly and get ahead. Why? The way you can get ahead with your team is by accepting that "the only constant is change" and putting a focus on how you can help your clients successfully navigate it themselves. Want to connect with Whitfield? Find him on LinkedIn (https://www.linkedin.com/in/whitfieldathey/).

    30 min
  5. How to Navigate The Big Shift: of Streaming TV and Search with Amber Daniel, CRO @ [cognition]

    08/13/2025

    How to Navigate The Big Shift: of Streaming TV and Search with Amber Daniel, CRO @ [cognition]

    🎧 Episode Highlights  This week on [radically candid], Tim Rowe sits down with [cognition]'s Chief Revenue Officer, Amber Daniel, to break down the massive shifts rocking the advertising world—from the streaming takeover to the rise of AI search. ⏱️ Quick Takeaways: Streaming Drives Search: Did you know? As much as 30% of all website traffic originates from someone seeing a Streaming TV ad.AI is Changing Search: According the Pew Research Center, 26% of all searches end after being presented an AI summary.Creative is the New Targeting: In a world of data, an emotional connection is what wins. Pro-Tip: Dynamic, personalized creative that resonates is more powerful than targeting alone 💡Want to connect with Amber? Find her on LinkedIn (www.linkedin.com/in/amberdaniel/) or email her at amber@cognitionads.com.

    25 min
  6. How to find your dream job in Streaming TV with Alex Mills, Head of People @ [cognition]

    07/07/2025

    How to find your dream job in Streaming TV with Alex Mills, Head of People @ [cognition]

    🎧 Episode Highlights This week on [radically candid], Tim Rowe gets a behind-the-scenes look at recruiting and culture building with our Head of People, Alexandra Mills of [cognition]. ⏱️ Quick Takeaways: People vs. HR: "People" isn't just the new HR—it's about fostering a holistic, supportive ecosystem.Authenticity is Key: In the age of AI, being your authentic self in resumes, cover letters, and interviews is your biggest advantage.Cover Letters Matter: A tailored letter that shows you've done your homework makes a huge difference.The Interview is a Two-Way Street: Come prepared to ask questions and see if the company is a true fit.Culture in High-Growth: Building a great culture relies on trust, communication, and "psychological safety."🎙️ Episode Deep Dive: Standing Out (08:45): Find out what's actually being standing out to recruiters reviewing your resume (and how to do more of the right stuff)Acing the Interview (14:50): Be prepared, but not robotic. Remember you are interviewing them, too—don't be afraid to ask about compensation, benefits, and team dynamics.Building Culture (19:28): Alex discusses navigating hyper-growth while maintaining a strong culture through psychological safety and living the D.I.R.T. values (Dare, Innovate, Respect, Trust).AI & Hiring (28:45): Learn how AI is changing recruiting and how to leverage connections to get noticed by a human.

    31 min
  7. How to navigate the M&A Journey with Brian Dukes, Managing Partner @ Exitwise

    06/23/2025

    How to navigate the M&A Journey with Brian Dukes, Managing Partner @ Exitwise

    🎧 Episode Highlights [radically candid] hosts Brian Dukes (Exitwise) to demystify M&A for founders. Learn to destigmatize exits, prepare from day one with financial hygiene and a strong team, and turn M&A into a strategic win. Brian shares how proactive planning and Exitwise empower this journey. ⏱️ Quick Takeaways (2-min read) The Stigma: Demystifying M&A—it's strategy, not failure.The Timing: Why exit planning should start from day one.The Prep: Early document & financial hygiene is non-negotiable.The Mindset: Business management focus over founder entrenchment.The Wins: Proactive planning creates M&A success. 🎙️ Setting the Stage (00:00:00) Meet Brian Dukes: M&A expert, Exitwise Managing PartnerEpisode Focus: Navigating Mergers & Acquisitions for founders💡 M&A: Opportunity, Not Failure (00:01:01) Shifting founder perspectives on selling your businessViewing M&A as a strategic growth path, not an endOvercoming fear and hesitation around exit conversations⏳ The Exit Timeline (00:03:21) M&A prep isn't just for late-stage companiesIntegrating exit strategy considerations from day oneThe power of proactive planning vs. reactive decisions📂 Document Hygiene Essentials (00:05:40) Critical records: Employee agreements, client contracts, IPStreamlining due diligence before it officially startsClean paperwork = smoother, faster M&A process📊 Crafting Your Financial Story (00:07:33) Key elements: Revenue history, customer concentration, projectionsPresenting a clear, compelling value proposition to buyersMaking financial assessment easy and attractive for acquirers🧠 Founder to CEO Mindset (00:11:00) Moving beyond startup hustle to structured, scalable growthThe role of delegation, process, and sustainable systemsEnhancing overall business attractiveness for potential M&A🚧 Navigating M&A Hurdles (00:13:14) Common obstacles: Valuation gaps, due diligence deep divesManaging the emotional rollercoaster of negotiations⚠️ Avoiding M&A Pitfalls (00:14:43) Recognizing signs of poor preparation & unrealistic expectationsKeeping emotional decision-making in checkThe danger of neglecting core business operations during talks🏆 M&A Wins: The Power of Prep (00:19:57) Real-world examples of founders achieving favorable exitsHow platforms like Exitwise facilitate successful outcomesStrategic planning directly leading to strong buyer interest🎯 Serving the Lower Middle Market (00:22:36) Addressing the unique M&A needs of this often-underserved segmentTailored support, strategies, and opportunities🔬 The Value of Sector Expertise (00:25:21) Deep industry knowledge as a significant deal advantageUnderstanding specific sectoral trends and buyer motivations🔗 Resources & Next Steps (00:28:00) Accessing valuable tools on the Exitwise website (e.g., free valuation)How to connect with Brian Dukes and his team for guidanceContinuing your M&A education journey beyond the episode 🎬 Listen to the Full Episode A deep dive into the preparation, mindset, and strategies demystifying M&A and unlocking successful founder exits.

    30 min
  8. How to scale Streaming TV ad tech development with Collin Davis, CTO @ [cognition]

    06/09/2025

    How to scale Streaming TV ad tech development with Collin Davis, CTO @ [cognition]

    🎧 Episode Highlights In this tech-forward episode of [radically candid], Tim Rowe sits down with Colin Davis, CTO @ [cognition], to unpack the powerful engine behind dynamic creative, automation, and attribution in streaming TV advertising. From ingesting massive data sets and inventory feeds to serving personalized, performance-driven creative—Colin shares how his team moves fast without breaking things, why ad serving is the future, and how clean architecture, collaboration, and a culture of curiosity drive innovation at scale. ⏱️ Quick Takeaways (2-min read) The Role: Why Colin sees CTO as conductor—not coderThe Speed: Weekly sprints, daily standups, and rapid iterationThe Culture: Problem-solvers over perfectionistsThe Stack: Serving dynamic video + display with real-time feedbackThe Impact: Closing the loop between impression, action, and attribution🧠 What a CTO Actually Does (01:00) Orchestrates priorities across dev, product, and client feedbackStays hands-off with code but deeply involved in architectureEmphasizes outcomes over output—building what users actually want“Dev is the how. Product is the why.”⚙️ Engineering Velocity at Scale (03:00) Weekly sprints + instant feedback cyclesRapid prototyping—without sacrificing long-term visionTeam structure: Culture-first, then skillsetFull-stack devs preferred for flexibility across projects🧱 Building with Purpose (05:00) Passionate problem-solvers > people who say “no”Hire for attitude, upskill for everything elseCross-functional collaboration enforced through mentorship + code review“Dare to fail” is a core company ethos📊 Closing the Attribution Loop (12:00) Headless Analytics Tag (HAT) connects impression to website activityWorks across platforms: Amazon, The Trade Desk, Basis, and moreGoes beyond QR: real measurement without flawed proxies“It’s not about last click—it’s about assisted outcomes”🤖 Automation Everywhere (15:00) “We make creative the easiest part of your workflow”How to turn a  data feed into dynamic display + video creative at scaleHow VAST and HTML tags replace the need for DSP switching  Helps creative teams and agencies spend less time producing content🎯 From Targeting to Tag Delivery (17:00) Matching inventory + offer data to media strategy in minutesCreative updated mid-month or mid-campaign automaticallyClients gain time and insights, while focusing on business outcomes🧠 Decisioning at the Edge (23:00) Ad serving = ability to react to data, not just pre-planDynamic creative optimized mid-flight based on real-time signalsHelps DSP partners increase performance + campaign ROI“We’re not just a source of content—we’re a source of outcomes”🧩 Tech That Connects It All (27:00) Challenges: Hiring the right culture fits, integrating with evolving platformsFlexibility is key: especially with fast-evolving AI toolsCognition is often first in to test alpha/beta products with partners💥 Final Hot Takes + What's Next (29:00) Clean rooms = worth it for better retargeting + clearer profilesAd server = most exciting tech at CognitionFuture = faster time to value, higher fidelity signals, real outcomes“MP4s don’t tell you anything. Our creatives do.”🎬 Listen to the Full Episode A deep dive into the architecture, attitude, and automations powering Cognition’s ad tech ev

    32 min
  9. How to evolve as an account manager at a Streaming TV ad tech startup with John Stark, VP of Accounts (retired) @ [cognition]

    05/26/2025

    How to evolve as an account manager at a Streaming TV ad tech startup with John Stark, VP of Accounts (retired) @ [cognition]

    🎧 Episode Highlights In this heartfelt episode of [radically candid], Tim Rowe sits down with John Stark, retiring VP of Account Management @ [cognition], to reflect on the company’s journey—from being spotlighted by Amazon for dynamic display to becoming a full-stack ad tech solution for streaming TV. John shares what it really means to build, grow, and eventually hand off something bigger than yourself—with timeless advice for anyone charting their own course in business or life. ⏱️ Quick Takeaways (2-min read) The Beginning: Why Amazon’s spotlight was just the start of Cognition’s real story The Evolution: From one product to a robust streaming tech stack in under 2 years The Blueprint: How John built the account management function from scratch The Advice: Ask better questions, stay curious, and lead with value The Legacy: Growth is good—but knowing what matters is better🚀 Amazon to Ad Tech: The Pivot Story (03:00) Cognition was featured at Amazon Unboxed for dynamic display + sales matchbackEarly focus on Amazon media, but that was just the beginning"Half the products we have today didn’t even exist back then"Pivot driven by an internal discomfort with complacency🧱 Building the AM Org (09:00) John’s background: Managed multimillion-dollar GM accounts at Cobalt GroupBrought enterprise discipline + startup agility to CognitionFocused on scalable frameworks and rigorous client-centric thinkingEmphasized listening, empathy, and empowering clients💬 Account Manager’s Playbook (15:00) “Ask good questions. Then follow up.”Be the most prepared person in the roomGoal: Help the client become the smartest person in the roomEvery relationship is about shared growth and trust🎯 From Startup Chaos to Strategic Clarity (19:00) Cognition's shift from reactive scrappiness to proactive strategy"Our best days are ahead, and the rocket ship is taking off"Creating real value through integration of new acquisitionsPositioned not just as a solution—but as the platform🏔️ Final Advice from a Leader Who’s Been There (26:00) Don’t go into debt. Live below your means.Say yes to experiences, not stuff.Plan your life like you’d plan a pitch—always ask “what’s next?”And when you retire… enjoy it. Bus driving, yard work, family time—it’s all part of the reward🎬 Listen to the Full Episode

    23 min
  10. How dynamic video creative ad serving works for Streaming TV advertising with Matt Burk, Product Manager @ [cognition]

    05/12/2025

    How dynamic video creative ad serving works for Streaming TV advertising with Matt Burk, Product Manager @ [cognition]

    🎧 Episode Highlights In this insightful episode of [radically candid], Tim Rowe sits down with Matt Burk, Product Manager @ [cognition], to unpack the complexities—and surprising simplicity—of dynamic creative and ad serving. Matt reveals how marketers can achieve highly personalized campaigns at scale without the usual headaches, wasted time, or blown budgets. If dynamic creative or ad serving are priorities in your marketing roadmap, this episode offers practical wisdom to transform your approach in 2025 and beyond. ⏱️ Quick Takeaways (2-min read) The Promise: Dynamic creative doesn’t have to be difficult The Efficiency: Automate your ad ops with intelligent ad serving The Workflow: How to simplify video, display, and audio at scale The Impact: Free your teams to focus on strategy—not just execution The Optimization: Why better creative leads to better performance🚀 Dynamic Creative, Done Easy (03:00) Traditional dynamic creative is often complex and expensiveCognition’s solution streamlines creative by automating inventory feedsEasily scale across video, display, and audio channels with minimal friction⚙️ Why Ad Serving Matters (08:00) One-time creative uploads eliminate daily manual workReal-time creative swaps through tags—no delays or downtimeEmpowers media teams to run leaner, faster, and more efficiently🔄 Scaling Personalization (13:00) Use inventory feeds to dynamically update messaging in real-timeShowcase relevant, VIN-specific ads without drowning in busyworkEasily tailor creative to market conditions, seasonal offers, and local variations📈 Closing the Optimization Loop (18:00) Dynamic creative paired with advanced analytics drives real-time improvementsIdentify which messaging resonates, optimize mid-flight, and plan future campaignsStop guessing—use insights to sharpen your strategy and boost results✅ Who Should Use Dynamic Creative? (24:00) Automotive, retail, travel, and moreIdeal for businesses managing complex inventory or targeted offersPerfect for teams looking to streamline creative and distribution workflows🔮 What’s Next for Dynamic Creative (29:00) Continuous innovation—dynamic video, AI-driven customization, more automationCognition's roadmap: making sophisticated ad serving accessible to everyone2025 and beyond: simpler workflows, greater personalization, bigger impact🎬 Listen to the Full Episode

    27 min
  11. How to measure Streaming TV advertising with Headless Analytics with Michael Lieberman, Product Manager @ [cognition]

    04/28/2025

    How to measure Streaming TV advertising with Headless Analytics with Michael Lieberman, Product Manager @ [cognition]

    🎧 Episode Highlights In this deep-dive episode of [Radically Candid], Tim Rowe sits down with Michael Lieberman—Product Manager of Headless Analytics at Cognition and founder of the technology behind it—to break down how to finally solve your attribution blind spots. From Shopify sites to CTV ads, this episode unpacks how modern measurement really works (and where everyone else is getting it wrong). ⏱️ Quick Takeaways (2-min read) The Problem: Why most attribution models (especially last-click) are broken in 2025. The Solution: How Headless Analytics gives you raw, real-time behavioral data with almost no dev lift. The Magic: Collaborative game theory attribution that fairly assigns credit across media touchpoints. The Vision: A fully transparent, composable CDP you can set up in hours. The Application: Shopify plug-and-play, e-comm ROI clarity, CTV performance you can prove.📊 From Clicks to Conversions (03:10) What Headless Analytics actually does (and why you need it). Real-life use cases for tracking the full journey from ad exposure to transaction.🔁 Attribution Meets Activation (09:30) How to close the feedback loop—using attribution to power smarter media buying. Why analytics and activation teams are now one and the same.🧠 Game Theory Attribution (16:45) Why traditional attribution rules are outdated and biased. How Cognition uses collaborative game theory to distribute credit fairly (yes, it won a Nobel Prize).💥 Real-World Applications (22:30) The scary simplicity of the copy/paste Shopify integration. How automotive and e-commerce brands are unlocking actual ROI visibility.🔧 Raw Data, Real Transparency (29:00) You don’t just get a dashboard—you get the database. Plug directly into your reporting layer, build your own CDP, activate audiences at will.🔮 Future-Proof Tech (34:00) AI-generated creative based on behavioral signals.  Personalized ads that feel like they were made just for you.🛠️ Fast Setup (38:10) 20-second implementation. No dev dependencies. Real-time tracking.🔁 Feedback Loop to Growth (42:00) Use the data to make better creative. Use the creative to drive better data. Repeat.🎬 Listen to the Full Episode

    37 min
  12. How to turn competitors into partners and solve Streaming TV advertising attribution with Carson Henry, CEO @ [cognition]

    04/14/2025

    How to turn competitors into partners and solve Streaming TV advertising attribution with Carson Henry, CEO @ [cognition]

    🎧 Episode Highlights In this first installment of the [radically candid] podcast, Tim Rowe sits down with Carson Henry CEO @ [cognition] to talk about how a strategic pivot from competing with agencies has led to transformative ad tech for streaming TV advertising attribution. ⏱️ Quick Takeaways (2-min read) The Pivot: How Cognition originally aimed to disrupt agencies but instead became their technology partnerThe Discovery: 30% of search traffic should actually be attributed to video campaignsThe Game-Changer: Pixel-based CTV attribution that shows exactly which traffic, sales, and conversions came from streaming TVThe Scale Strategy: Finding one world-class partner per industry rather than many mediocre ones 🚀 Genesis & Pivot (03:15) Started in automotive retail, connecting with Amazon AdsBuilt automation tools for Amazon's ecosystemKey realization: "We solved more pain on the agency side than for dealerships"Pivoted to exclusive agency partnerships: "Where we were trying to dethrone them originally, now we were partnering with them" 🛠️ Key Technology Breakthroughs (07:00) Creative Suite: Zero to 60-second spots in an hour with real-time inventoryThird-party ad server approval with Amazon DSP for dynamic creative updatesAdvanced attribution: Dropping cookies on CTV exposures to track the complete user journey 📊 The 30% Attribution Revelation (10:15) "Roughly 30% of any search traffic is actually video, should be attributed to video."When viewers see a TV ad then search for the brand, traditional attribution gives all credit to searchcognition's platform can identify and correct this misattributionProvides name-specific lead tracking from impression to conversion 🔍 The Ideal Partner Profile (15:00) "If you want to do something that's not been done, and you're not afraid to do that, then you're probably a good fit."Agencies with "the spirit of innovation"Those ready to "go to battle" in a competitive spacePartners who value truth and transparency in a "gold rush" environment 🤝 The Freewheel Partnership (17:45) Directly negotiates inventory deals with premium publishers (Disney+, ESPN+, Hulu, Roku)Overcomes minimum spend requirements that typically block smaller advertisersEnables custom-curated deals for specific agency clients 🔮 Looking Ahead (24:00) New UI/UX interface launching soonFocus on democratizing access to walled gardensExpansion beyond automotive into verticals with larger inventory feeds 🎬 Listen to the Full Episode

    25 min
  • 12 Episodes

About

Welcome to [radically candid] the podcast that takes you behind the scenes with the people, personalities, and perspectives shaping how we think about Streaming TV and how we approach solving challenges for agencies trying to build an owned and operated ad tech stack.

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