deben

?? Need support navigating the Nielsen-Paramount standoff???? ?? deben is offering access to our media planning platform?for any agency or advertiser using the newly available free?VideoAmp content ratings dashboard data (link below) We will help you integrate this to your existing data stack, manage the added workload, and stay ahead during this transition. ?? If you’re interested in exploring how deben can streamline your media planning, message me directly! [email protected]

? Grateful for the privilege of bringing deben to our first #Cannes! ? At deben, we thrive on collaborating with enterprising partners who are passionate about disrupting the status quo. ?? ?? Connecting with industry leaders (in quick succession) has reminded me of the initiative and ambition of today's advertisers (brands, agencies, and adtech alike). ???? Thank you all for supporting our new venture with time, resources, your networks, event invites, words of encouragement, and guidance. ?? ... more highlights to come! #Cannes2024

ANA's announcement to spin off its cross media initiative as a for-profit business, Aquila, reminded me of this XKCD comic from 2011. Aquila, a Kantar-implemented virtual-ID solution, will attempt to reveal the "truth" about total media consumption. While measurement innovation is great, the US landscape is already filled with many currencies, panels, and datasets - each taking a different angle on insight and "truths". Now, there's one more source of truth that brands, their agencies and sellers must look at and calibrate against. Where will this triangulation happen? On the current trajectory - the answer is in Excel. Maybe the markets are onto something when giving Microsoft a $1T valuation. What we lack are polyglot planning, buying and stewarding solutions that can use a plurality of these fine datasets to enable trade-offs and commerce. Media buyers need practical solutions now; not future, elusive standards of truth. That's what Deben is solving for.