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“AdTastic” with Quimby Melton from Confection

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Quimby Melton
Co-Founder and CEO at Confection
Website Address: https://confection.io/

Each week on “AdTastic,” our host talks to advertising and media experts across the country. This week our host speaks with Quimby Melton from Confection. To learn more, check out https://confection.io/.


What is the biggest change in the advertising industry that you see coming in the next 2 years?

Advertising and marketing used to be opex. Professionals paid rent to use ready-made systems and access proprietary audiences. This was true for print, radio, television, and other “analog” mass media marketing in the 20th century. And it’s been true for digital ads since the 1990s.

Going forward, advertising and marketing are going to be capex. The loss of third-party cookies and cross-domain scripts means rented SaaS stacks and audiences aren’t performing as well. In some cases, we’re already missing 80% of our data (https://confection.io/case-studies/what-am-i-missing/). To fix this, professionals will need to build their own data ingestion, storage, and distributions systems to extract maximum value from their marketing and advertising systems.


How is the trend towards streaming television (CTV) impacting your advertising strategies?

We’ve done no marketing work in the streaming space yet.


What’s your biggest challenge with attracting and hiring talent in the past 2 years?

Finance.

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