Digital Marketing

AdMedia’s Jeff Alderman Explains Why They Take Consumer Privacy And User Experience Very Seriously 

Jeff Alderman Interview

Jeff is a pioneer in digital media and search marketing. He is passionate about building high-performing teams to take on the giants which he’s done several times over his 25-year career in ecommerce and digital marketing. 

Prior to joining AdMedia Jeff established the Performance Digital practice at IPG for Universal McCann and Reprise and before that built the marketing departments for North American Bancard, PayAnywhere, American Blinds & more. 

He’s a born and raised Detroiter who has a passion for growing Michigan businesses and enjoys spending time with his wife and three kids experiencing the Pure Michigan treasures. 

What is AdMedia, tell us about the business and the services AdMedia provides.

AdMedia is a performance-based full-service media company that connects advertisers to consumers omni-channel including PPC, search, shopping, native, contextual, mobile, video, email, and more.

AdMedia was founded in 1998 and is a privately-held company. Headquartered in Woodland Hills, California, but has people working remotely across the globe including LA, Detroit, Atlanta, Chicago, New York, Tampa, Houston, and India. 

What is currently on the AdMedia roadmap? 

We have been focused on providing customer-centric solutions, both externally and internally. Our proprietary technology stack allows us to be agile and deliver best-of-breed solutions ranging from foundational to growth products to continually improve ROI for our enterprise advertisers across our product portfolio of 27 products and counting. Products on the roadmap are focused on PPC tactics including search, shopping, and omni-channel.  

What makes AdMedia stand out in the advertising space today? 

Admedia helps brands reach over 200 million customers in the U.S. while delivering unmatched ROI by leveraging our 1st party data.

Most ad tech companies fail within the first 5 years. We have a proven track record and have navigated many storms across the past 2 decades. Our team has the ecommerce experience, grit, curiosity, creativity, commitment, and growth mindset to win despite the challenges we face. The bigger the challenge, the bigger the opportunity.

A lot of advertising technology and media companies have come and gone. Advertisers need to diversify their investments especially if they are only with 2 or 3 vendors such as Google and Facebook only. Media inflation and saturation will eventually catch up to advertisers which will negatively impact ROI if they haven’t effectively diversified their search & shopping media mix. 

AdMedia processes over 1.8 trillion data calls per day so delivering performance at scale is in our DNA.

Will your team be represented at any upcoming conferences or trade shows that we can tell our readers to be on the lookout for?  

Yes, we will be at a number of upcoming conferences, both in-person and virtually to meet people where they are at.

– MediaPost Brand Insider Summit Retail: Aug 29 – Sept 1, 2021 Lake Tahoe

– MediaPost Brand Insider Summit D2C: Sept 29 – Oct 1, 2021 Austin

– MediaPost Brand Insider Summit CPG: Nov 4 -6, 2021 Santa Barbara

– MediaPost Brand Insider Summit QSR: Nov 8 – 10, 2021 Santa Barbara 

– MediaPost Search & Performance Insider Summit: Dec 8 – 11, 2021 Deer Valley

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?

Digital marketing is an industry that has always been advancing. The moment you stop innovating you’re obsolete. However, as long as you have a growth mindset you should not be worried, but should always be testing and learning. 

Yes, the Cookie Monster is coming whether you’re ready or not. We have built a future-proof technology framework with this in mind which has been in development for over 3 years. We are not dependent on 3rd party cookies and take consumer privacy and user experience very seriously. 

AdMedia has several product solutions for enterprise advertisers ranging from awareness to incremental revenue and customer acquisition which are activated using our 1st party data which is refreshed in real-time using our proprietary tech by consuming cross channel search and shopping intent signals. 

What are you most looking forward to working at AdMedia? 

Success is where preparation meets opportunity. I believe the digital marketing industry, especially search & shopping will continue to be cornerstones of all brands. Helping the Fortune 2,000 brands grow and reach new customers in new ways is exciting. To drive growth, working with the most brilliant minds in marketing is rewarding. After all, we are simple people, helping people reach people to buy and sell products.  It’s also exciting to help create things such as the new frontier of search and shopping platforms.   

Any other information you would like to share with our readers today?

Business existed before Google and Facebook and will continue to thrive outside of those legacy platforms. What worked over the past 10 years will not get you where you want to be over the next 5 years.  Marketers should always be testing and learning. Build a culture that is fun, innovative, not scared to take risks, and is filled with sharp and diverse people. People are your greatest assets so make sure you lift them up and encourage them to go the extra mile. 

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