Husband, twin dad, Vermont & NYC. TM, leg day, puer tea, Russian lit-pilled, Hermes operator, prev CEO PebblePost. Exploring.
New York, NY
Joined October 2008
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Jacob Ross retweeted
i really don't want to use your agent, i want to use my agent to use your thing.
Jacob Ross retweeted
It's crazy to me that brands spending millions of dollars per month solely optimize budgets based on user-based attribution, the most flawed and gameable metric possible. I've seen countless setups where clients will put 5 or 6 different adtech vendors on a plan and optimize solely based on who's driving the lowest trackable CPA. That is the most broken way to optimize. It favors whoever just sits at the bottom of the funnel waiting for a layup. Unfortunately, this isn't basketball, and layups don't add value. The ones holding budgets, measuring success in this way need to have a come-to-Jesus moment, talk to their vendors, really understand how their tech works, analyze their trackable CPAs directionally, run additional tests like incrementality, MMM, or some other form of validation other than last touch wins all the budget.
This setup is so common it's led to the internet we have today, massive ID fraud and congested web pages to serve that very competition.
Jacob Ross retweeted
Counting down to eTail Connect West! ⏳
Want to learn how Programmatic Direct Mail and Performance CTV are driving incremental outcomes at scale for leading brands?
📩 DM us to lock in a time to connect.
See you in Coronado!
#etail #retailmarketing #adtech @eTailNews
Jacob Ross retweeted
This week, we hosted our third-annual #Hackathon in downtown NYC—and the energy was off the charts. 🚀
Over 2.5 days, team members from Engineering, Data Science, Product, Campaign Operations, and Analytics & Insights came together to collaborate, experiment, and build.
Every project was rooted in driving real business impact and pushing the boundaries of what’s possible at PebblePost.
We’re so proud of the creativity, #innovation, and teamwork on display.
Can't wait to see what we cook up next! 🔥
Jacob Ross retweeted
Some common themes from the worlds most intimate Ecom conference, beanstalk:
1- profits are down this year.
Everyone spent 6 months reworking supply chains.
Maybe that means getting out of China. Maybe that means moving warehouses into the USA.
But that work did cost time and profit potential.
Going from duties free, cross border shipments to fully loaded NEW HIGHER tariffs and shipping from inside the USA is breaking the economics for a lot of businesses.
2- growth isn’t bad.
2022-2024 growth was a 4 letter word.
Profit ruled everything around me.
And, strangely, even if these brands can’t be profitable this year- there is more growth to be had than the past few years.
3- debates about the USA consumer. Is it strong? Are we in a recession?
No one knows. For everyone shouting that we are falling off a cliff, someone else is putting up 60% growth.
4- channel expansion.
Ai is coming. Agentic commerce will be the biggest disruption since mobile
How can you best hedge it?
Probably just be available everywhere.
You don’t know who will win the chat race, and you don’t know what data they will prioritize.
If Amazon and meta win, have to be on Amazon.
If it is target buying from (who knows what could happen) you need to be there.
The only hedge is to be everywhere, for everyone.
5- tik tok wasn’t the hot topic it was last year.
Actually, advertising in general took a back seat.
Ops and ai were where the energy was.
Typically these turn into a tip swapping conference, with ads manager up and loaded.
Naw- people just wanted to talk about how tired they are from all the warehouse moves.
——
This is the generalized summary of talking to 400 brands, doing somewhere north of 20 billion all together.
Wild times ahead.
Wild times in the past.
Wild times now.
Wild times forever <3
Jacob Ross retweeted
🚨 Exciting news at PebblePost! 🚨
Our team just got even stronger—please join us in welcoming our new Chief Revenue Officer, Will Harrington!
Here’s what Will had to say about stepping into the role:
“PebblePost has the technology, the data, and the vision to lead the next era of performance marketing. What excites me most is the company’s ability to combine the precision and measurability of digital with the immersive power of TV—and deliver outcomes that marketers can trust.”
Learn more about Will’s extensive track record in #adtech, including senior leadership positions at Criteo, Vayner3, and MiQ Digital, and why he's a great fit for our next growth phase:
pebblepost.com/news/pebblepo…
#Leadership #PerformanceMarketing #CTV
Jacob Ross retweeted
Everyone talks about brand building, but does it actually drive measurable, incremental sales? We spent £740k on a brand campaign to find out and the results are in. It's not what you think 👇
Jacob Ross retweeted
24x iROAS. 46% lower iCPA. One major shift in #CTV strategy. 🤩
After seeing strong results with PebblePost’s #Programmatic Direct Mail, a luxury jewelry brand extended its lookalike audiences to our Performance CTV solution and unlocked even bigger returns.
CTV now has the highest iROAS of any channel in its media mix. 😮
Find out how the brand turned CTV from an awareness tool into an incremental revenue driver: pebblepost.com/blog/luxury-j…
#adtech #performancemarketing #retailmarketing
Jacob Ross retweeted
Before you accept a leadership role, write down:
1. The mission
2. The current plan
3. What you'll change
4. Why it should work
5. How it could fail
Don't skip #5.
You can only win the game if you stay in it.
Jacob Ross retweeted
Join our annual VIP Spa Event at Spa Mandalay on March 24 for some self-care before @Shoptalk!
💅 Enjoy a 50-min massage or manicure—on us
🥂 Champagne + networking in our VIP lounge
🔥 Full access to the sauna, steam room + pools
Spots are limited! RSVP: bit.ly/3XPCARw
ALT PebblePost VIP Spa Event at Shoptalk
Jacob Ross retweeted
Today at 3:00 PM PST, join JTV and PebblePost to explore why multichannel investment is essential for unlocking the consumer’s lifetime value, and how incrementality reveals the crucial insights needed to understand and optimize performance.
#eTailwest #etail
Jacob Ross retweeted
Big news from @aperiamventures portfolio co. @tv_scientific: they just announced a $25.5M Series B to accelerate the shift to Performance TV, a category they’ve been pioneering since 2020.
Lots to talk about here, but maybe the most exciting is Roku joining the round as a strategic investor. Roku is doubling down on their ecosystem-forward approach. So much innovation happening. Can't wait to see what comes of this partnership.
Congrats @jasonff and team!
Jacob Ross retweeted
the cookie paradox: 15 years of 'cookies are dying' headlines vs actual cookie-based revenue
Jacob Ross retweeted
ad fraud is getting wild.
@DoubleVerify CEO Mark Zagorski shared (on World of DaaS pod) how fraudsters are now hacking smart refrigerators to impersonate TVs and generate fake CTV impressions. (some schemes make $10M+ per month)
also: retail media networks, walled gardens, running public companies
Jacob Ross retweeted
marketing data is so bad that combining data sets always gives worse results
@dpatil analogy: it’s like multiplying 0.8 x 0.8….below a certain veracity threshold, combining data sets does not make your data better
Jacob Ross retweeted
Neuroscience study shows paper beats digital when measuring the impact of ads on our brains:
+ 70% higher recall
+ 21% less cognitive effort to process
+ 20% higher motivation response
via @canadapostcorp & True Impact
forbes.com/sites/rogerdooley…
Jacob Ross retweeted
Data-driven direct mail is hot--82% of marketers plan to increase their investment this year compared to 58% a year ago. Read how to engage your audience and produce incredible marketing results. bit.ly/3CeAmDD
#directmail #performancemarketing #digitalmarketing
