AdMedia’s Jeff Alderman Explains Why They Take Consumer Privacy And User Experience Very Seriously
Jeff is regarded as a pioneer in the fields of digital media and search marketing. As a 25-year veteran of eCommerce and digital marketing, he is passionate about establishing high-performing teams that are capable of taking on the industry’s biggest players, something he’s done multiple times throughout his career.
In his previous role at IPG, Jeff founded the Performance Digital practice for Universal McCann and Reprise. Before that, he established marketing divisions for companies such as North American Bancard, PayAnywhere, American Blinds, and others before joining AdMedia.
He was born and raised in Detroit and has a strong desire to see Michigan businesses succeed. He enjoys spending time with his wife and three children seeing the many attractions that Michigan has to offer.
Please explain to us about AdMedia and the services it offers, as well as the nature of the firm.
AdMedia is a performance-based full-service media firm that links advertisers to consumers through a variety of channels, including pay-per-click (PPC), search, retail, native, contextual, mobile, video, and email.
Privately held AdMedia was established in 1998 and is currently headquartered in New York City. Although the company’s headquarters are in Woodland Hills, California, employees work from locations around the world, including Los Angeles, Detroit, Atlanta, Chicago, New York, Tampa, Houston, and India.
What is currently on the AdMedia roadmap?
In both our external and internal communications, we have emphasized the need of providing customer-centric solutions. Using our technology stack, we can be flexible and deliver best-of-breed solutions ranging from foundational to growth products, allowing us to continuously enhance ROI for our enterprise advertisers throughout our product portfolio of 27 products and growing. Products on the roadmap are geared at pay-per-click (PPC) tactics such as search, commerce, and omnichannel.
What makes AdMedia stand out in the advertising space today?
Admedia helps brands reach over 200 million customers in the United States while delivering unrivaled ROI through the use of first-party data collected by Admedia.
The majority of ad tech startups fail during the first five years of operation. We have an established track record and have successfully navigated various storms over the last 20 years. Our team has the eCommerce expertise, grit, curiosity, creativity, devotion, and development mentality necessary to succeed despite the obstacles we confront in our path to success. The opportunity grows in proportion to the size of the obstacle.
Many advertising technologies and media companies have come and gone throughout the years. Especially if they are only working with two or three vendors, such as Google and Facebook, advertisers should diversify their investments. Advertisers will eventually be caught up in media inflation and saturation, which will have a detrimental impact on their return on investment if they have not successfully diversified their search and shopping media mix.
Will, your team is represented at any upcoming conferences or trade shows that we can tell our readers to be on the lookout for?
Is your team going to be present at any forthcoming conferences or trade exhibitions that we should alert our readers to attend and watch for?
Yes, we will be present at several forthcoming conferences, both in person and electronically, to meet folks where they are at in their journeys.
Brand Insider Summit Retail: August 29 – September 1, 2021, Lake Tahoe – MediaPost Brand Insider Summit Retail
– MediaPost Brand Insider Summit D2C: September 29th – October 1st, 2021 in Austin, Texas
Brand Insider Summit CPG: November 4–6, 2021, Santa Barbara, MediaPost
Santa Barbara, California, November 8–10, 2021, MediaPost Brand Insider Summit QSR
Moving into a world without cookies, what roadblocks have you encountered and what can you tell our readers about how AdMedia was able to tackle them?
What challenges have you faced as you transitioned to a world without cookies, and what can you share with our readers about how AdMedia was able to overcome those challenges?
Digital marketing is an industry that has always been on the cutting edge of technology. As soon as you stop innovating, you become out of date. However, as long as you maintain a growth attitude, you should not be concerned, but should instead always be experimenting and learning.
No matter how prepared you are, the Cookie Monster will arrive regardless of your state of readiness. To address this, we have developed a technology architecture that has been in development for more than three years and is future-proof. We do not rely on third-party cookies and take the privacy of our customers and their online experience extremely seriously.
Advertisers can benefit from a variety of AdMedia product solutions, ranging from brand awareness to incremental revenue and customer acquisition. Our 1st party data, which is refreshed in real-time using our proprietary technology by consuming cross-channel search and shopping intent signals, is used to activate our product solutions for enterprise advertisers.
What are you most looking forward to working at AdMedia?
Preparation meets opportunity in the pursuit of success. I believe that the digital marketing business, particularly searches and shopping, will continue to be important cornerstones of all brands in the future. It’s a thrill to be a part of helping Fortune 2,000 companies grow and reach new customers in innovative ways. Working with the most talented minds in marketing is a rewarding experience when it comes to driving growth. After all, we are just regular folks that assist others in reaching people to buy and sell items. It’s also fascinating to be a part of the creation of things like the next generation of search and retail platforms.
Any other information you would like to share with our readers today?
Business existed before Google and Facebook, and it will continue to survive and grow in the absence of those legacy platforms in the years to come. In the next five years, what worked in the previous ten years will not bring you where you want to go in the foreseeable future. Marketers should be constantly testing and learning new things. Create a culture that is enjoyable, innovative, and not afraid to take risks, and that is packed with bright and diverse individuals. Remember that people are your most valuable assets; therefore, ensure that you pull them up and push them to go the extra mile.