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Jake Richardson
Moloco - Building Performance CTV
Jake Richardson is the Head of Connected TV at Moloco, a company specializing in machine learning-powered performance advertising solutions. He joined Moloco in 2023 and has since been instrumental in shaping strategies for connected TV (CTV) advertising, focusing on the industry's shift from traditional measurement methods to outcome-driven metrics.
Professional Background
- Role at Moloco: As Head of Connected TV, Richardson oversees supply, demand, and product partnerships. He emphasizes the importance of quantifying the value derived from advertising investments, advocating for a move away from mere reach and frequency metrics to measurable returns on investment.13
- Previous Experience: Richardson has held various positions within the company, including Director and Senior Manager of TV Partnerships, which has equipped him with extensive knowledge in the advertising landscape.35
Industry Insights
Richardson is a vocal proponent of leveraging first-party data to optimize advertising strategies. He argues that advertisers have unique insights into their customers that can significantly enhance campaign effectiveness when harnessed correctly. His perspective is that the future of CTV advertising lies in demonstrating clear, quantifiable returns.12
Key Contributions
- Thought Leadership: He frequently shares insights on CTV strategies through webinars and interviews, highlighting the potential for performance marketers to thrive in this evolving space. Richardson notes that while competition exists, particularly among brand advertisers, there are significant opportunities for those who can adapt their strategies effectively.24
- Advocacy for Machine Learning: He asserts that machine learning is not just a trend but a fundamental component driving real-time optimization in performance marketing. This approach allows for continuous evaluation of ad effectiveness as impressions are served.12
Richardson's expertise positions him as a key figure in the ongoing evolution of CTV advertising, where accountability and measurable outcomes are becoming increasingly vital.
Highlights
#tbt to the #BeetRetreat San Juan 🏝🇵🇷 in March, which already feels like a year ago.. although, the sunburn doesn't!... 🌞 😎
➡️ https://lnkd.in/du68pgtM
📺 The conversation in Puerto Rico centered around advertiser outcomes and how to measure and optimize for them on #connectedTV. Moloco is leveraging our world class #MachineLearning to drive those outcomes in real time.
🗣 IMAGINE: starting your campaign with a BUSINESS goal, and not a contextual one – you know, like you do on search and social – that's what we're building. If you'd like to learn more, reach out!
#CTV #streaming #performance #marketing #beetTV #SanJuan #BeetRetreat #Moloco #ML
Another great #BeetRetreat 🌴 in San Juan in the books! The only downside of the week was that it had to end. Great conversations around #CTV 📺 #retailmedia 🛒 #performance 📈 and #outcomes ✅ (and even some heated debates! Thanks to Travis Scoles and Shawn McGahee for bringing the fireworks 🎆 ). But most importantly, some great time spent with friends pushing forward on the CTV industry!
Some of the themes that emerged:
- The dust still has not settled on measurement. Despite talking about measurement since time immemorial, there is no clear currency du jour, and measurement must be tailored to advertisers’ objectives.
- Outcomes are no longer a nice to have, they are the driving KPI behind media investment. And that isn’t just true for performance marketers. It’s true for #Brand marketing as well.
- Retail media is not just a buzzword in the space. It is a crucial lever for driving the above mentioned #outcomes in CTV and digital advertising.
Great conversation representing Moloco onstage with Emily Kistner Bruce Williams Christopher Feo and, of course, Jon Watts. Looking forward to the next one!
Thanks as always to Andy Plesser, Kristy Bauer, Phil Ardizzone and Katy Charles for putting on yet another splendid event with so many great thought leaders.
#beetretreatsanjuan #moloco #performancemarketing #ctv
