Matthew Isdale

The pandemic has resulted in a dramatic decline in ad spend, revealing an interesting shift with traditional upper-funnel budgets focused on branding objectives going to mid and lower-funnel objectives. Brands making this transition face many challenges; those accustomed to brand safe and quality environments were having to compromise. Brands needed to shift more spend to performance advertising, but at the same time needed to be careful where they placed their ads. Until recently, the internet offered brands the choice of the Walled Gardens of social media platforms or the Open Internet, made up of millions of websites. Both have their own problems. Yet now there is a third way which brands should be utilising; the Curated Internet, which will allow us to rebuild a fairer media ecosystem. In this session, Matthew Isdale, Head of Performance UK, NL & Nordics at Teads will outline how brands can overcome the challenges they face when transitioning to performance advertising to guarantee outcomes and ensure increased viewability and measurement. As ad spend returns it’s time to rebuild advertising on the open web to create a fairer environment for all with better performance. The industry needs to take learnings from the last few years and make a commitment, not just to responsible media which promotes high-quality environments and rejects misinformation but leads to better advertising standards as a whole.