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Scott Messer is an executive media operator with a passion for creating, operating and…
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Scott Messer shared thisSign up for this and hear the excellent Heather Carver (and me!) dish on on how the pros use AI across AdTech and Yield Ops.Scott Messer shared thisHow much of your yield operation would you actually let an AI agent run on its own? That is becoming a much more practical question as teams move from using AI for monitoring and reporting to letting it act on decisions within guardrails. Next week, we’re bringing together revenue leaders to talk about where they’re drawing that line today and what it takes to move it over time. Joining us on the panel: - Scott Messer, Principal & Founder, Messer Media - Heather Carver, Chief Customer Officer, tvScientific - Ashok Ganapam, Chief Transformation Officer & President, AdTech & Monetization, MediaMint Nov 4 | 2–3 PM EST Join us live: https://lnkd.in/dwtUhjmT Can't make the time? Register anyway and we'll send you the full recording afterward.Webinar: Unlocking the Next Frontier of Yield Optimization with Advanced AI AgentsWebinar: Unlocking the Next Frontier of Yield Optimization with Advanced AI Agents
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Scott Messer shared thisIf you really want to behead the beast, you have to take AdX out of the ad server. Judge Brinkema set the scene, and then Prebid dropped it's proposal from the top rope. Ad servers bid into Prebid Server, Prebid Server runs the auction, and the real-time price comparison moves out of Google Ad Manager. We live in two (sales) worlds, reservation-based and auction-based, and thus you need reservation tech and auction tech. Prebid is building the reservation mechanics, but we still need a ton of functionality to replace GAM. This is the opening for competition, innovation and the best chance to run a truly transparent operation. This week on AdTech Therapy, Jana and I take it apart lane by lane: what the super auction actually does today, what has to come true for this flip to happen, who has the best chance at owning reservation tech and when you need to get started. If there’s a problem in your stack that’s keeping you up at night, send it our way at adtechtherapy.com. 🛋️ AdTech Therapy. The session starts now.
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Scott Messer shared thisABC & Untrustworthy Agents. There's a reason why companies offer anti-bribery and anti-corruption training...because it leads to misaligned incentives where the benefits usually do not inure to the corporation. There's even a law called the U.S. Foreign Corrupt Practices Act (FCPA) that expressly forbids publicly traded companies (issuers) and their officers, directors, employees, and agents are paying, offering, or promising anything of value to foreign government officials to influence business outcomes. Rio Longacre, I think what you're asking for is LLMs, and particularly your "hired" agents, to take similar oaths to ensure that their loyalty cannot be corrupted/influenced through benefits that you do not receive. If the agent passes the discount to you, great. If they pocket some of the transaction without disclosing it, then you've been swindled. When do we think the LLMs will swear to this? When will the FTC step in and say the LLMs need a persistent "By clicking on our links, we may earn some revenue" banner? https://lnkd.in/p/gErWcuBSScott Messer shared thisWe’re about to give AI agents the authority to shop for us, negotiate for us, spend money for us, and increasingly make decisions on our behalf. This is what many are calling "Agentic Commerce." 🛍️ But before we obsess over what agents can do, I think we need to answer a more fundamental question: Who does the agent actually work for? 🤔 Being a science fiction nerd, in my latest Signal & Noise article - in an homage to Isaac Asimov - I hereby propose the Three Rules of Agentic AI: Rule #1: Loyalty - an agent should put the interests of the person it represents ahead of advertisers, merchants, platforms, or even the company that built it Rule #2: Obedience - it should faithfully execute the user’s intent—and ask for clarification when that intent is unclear or conflicts with the First Rule Rule #3: Continuity - it should preserve the context and capability required to keep serving the user, while always remaining replaceable, modifiable, and under the user’s control The principle for all three rules is pretty simple: My agent should work for me. And this has some ENORMOUS implications for advertising, commerce, AI business models, and the emerging agentic economy. 🤖 Read the full piece: https://lnkd.in/g_rM9vFy #AgenticAI #AI #ArtificialIntelligence #AdTech #MarTech CC: Scott Messer
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Scott Messer reposted thisScott Messer reposted thisLooking for a best-in-class Director of Growth Marketing to lead a team of experts and data scientists. If we've worked together, please ping me or apply directly below. Slate sells direct-to-consumer. Every truck is reserved, designed, purchased and accessorized through channels we own: our website, vehicle configurator, online marketplace, and app. That puts growth at the center of how Slate operates. We’re looking for a Head of Growth to own the full customer funnel: from first visit to reservation, from reservation to order and delivery, and from delivery to accessories, wraps, and referrals. Reporting to the Head of Marketing, you will lead performance marketing, lifecycle and CRM, conversion optimization, and marketing analytics. You’ll be accountable for the numbers that matter most as Slate moves into its first customer deliveries and beyond: reservation-to-order conversion, customer acquisition cost, accessory attach rate, and payback. The ideal candidate has built and scaled growth for direct-to-consumer brands with a considered purchase. You are as comfortable in a media plan as you are in an experiment readout or a funnel query, and you run a team that is innovative, fast, frugal, and scrappy with every dollar. https://lnkd.in/gvbNrWFm
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Scott Messer shared thisCan Agentic Direct help solve the riddle of my career: “Why shouldn’t I just buy you in the open auction?” The case: take the best parts of programmatic, addressability, choosing your impressions, spending what you want, and move them into reservations booked by agents, straight into the ad server. Roughly 30 cents of the ad tech tax is SSP and DSP fees, and this is the structure that can remove them. That’s an incentive agencies can’t ignore, and a power shift publishers shouldn’t sleep through. Could it fall off the rails? Absolutely. This week on #adtechtherapy, Jana Meron made me defend every piece of it. What am I missing? 🛋️ AdTech Therapy. The session starts now.
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Scott Messer shared thisNeed reciepts? 👇〽️Scott Messer shared thisNieman Journalism Lab and Press Gazette are calling attention to the Meta AI land grab, claiming rights to scrape any publisher content. The risk isn't worth it. Piano data shows that Facebook barely contributes either traffic or revenue to publishers -- the site accounts for *under 6% of visitors and below 4% of subscription conversions*. And of course Instagram sends barely any audience and conversions. Publishers can't continue to publish to Meta without value in return. The harder choice is giving up Meta paid marketing. That machine is effective for publisher marketing, unlike organic posting. But the new terms of service are onerous and open a door that should stay shut. So the right decision is to walk away. https://lnkd.in/gfKjeiyw https://lnkd.in/g2_tkNuF
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Scott Messer shared thisThe couch is a camp.fire this week. Come join us on Thursday Oct 22 to dog into the remedies and what you can (and should) do about it! Registration belowScott Messer shared thisGoogle’s antitrust rulings have landed. So, what happens next? ⚖️ The court-ordered remedies in US v. Google reach some of the most central parts of the ad stack, from the publisher ad server and ad exchange to how search text ad auctions are priced. New interoperability rules, pricing transparency requirements, and behavioral remedies are all now in play. 💡 For publishers, that raises big questions about yield, tech stack choices, and negotiating leverage. 💡For adtech companies, it could open doors that have been closed for a long time. Either way, these are questions best worked through with peers who are facing them too. That’s exactly what this Thursday’s Camp․Fire is for. 🔥 Cohosted with our friends at AdTech Therapy™, Scott Messer and Jana Meron will host a virtual call to unpack what the rulings mean for your business, and how you might want to adjust your strategy from here. 📅 Thursday, October 22, 12:00pm ET Bring your questions, your theories, and maybe a few frustrations too. It is a therapy session, after all. Save your spot 👉 https://lnkd.in/gXR76B2W Please note, this event is for our publisher and In View community only. #campfire #adtechtherapy #antitrust #google #adops #revops #publishers #beelertech #community
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Scott Messer shared thisGoogle says it is now paying 400+ news publishers (up from 100 recently) for the use of their content in AI. It's a deal with the devil, but in this prisoner's dilemma the remaining choice is to participate. Key: Join but continue ramping up other pressure tactics to increase payment rates and compell other LLMs to the licensing table. Consider blocking all other LLMs aggressively to force model dehydration. https://lnkd.in/gry59ikS400 publications are now partnering with us on our News AI pilot program.400 publications are now partnering with us on our News AI pilot program.
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Scott Messer shared thisBanger episode alert (I'm biased of course). Dive deep into the State of the Publisher with a solid dose of AdTech Therapy.Scott Messer shared thisHow is AI changing the fundamentals of digital publishing and advertising? Ari Paparo and Eric Franchi sit down with Scott Messer, founder of Messer Media and co-founder of AdTech Therapy™, to unpack the realities publishers face as AI reshapes the open web. Scott offers a candid look at declining search traffic, the pressure on publishers to foster direct audience relationships, and the tough choices around content licensing with AI platforms. The discussion extends to: - The evolving regulatory and commercial landscape for AI-driven content use - How agentic advertising could streamline direct media buying and reduce legacy programmatic fees - The implications of Google’s antitrust ruling and the potential role for Prebid Server - What Apple’s Safari privacy shifts and OpenAI’s behavioral targeting mean for monetization - Emerging retail media models—and how companies like Uber, TripleLift, and Instacart are redefining commerce data and partnerships If you’re navigating digital monetization, privacy, or future ad tech architectures, Scott and the hosts offer pragmatic insights—and a few sharp realities—about where the industry is headed. Watch the full conversation for in-depth industry perspective. https://lnkd.in/ge2-wF4z
Scott Messer commented on a post
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You're not wrong, but when the pelt squeeze comes for you during winter, you'll still want to buy pelts by the wagonload.
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Tim Barnes I mean arbitrage may be okay... What they shouldn't be doing is skimming incentives that erode their loyalty.
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Scott Messer reacted on thisScott Messer reacted on thisI’m very interested in this position at DarkSky as chief program officer to preserve night skies for conservation and enjoyment. It combines my strengths in entrepreneurship, relationship building, strategy, program planning, communications, and leading people in outdoor and science programs. My scouts groups have done projects to help bats, birds, turtles and other animals through the years. I applied online yesterday and am wondering if I have any friends who can help me with more personal connections with DarkSky or its recruiting company Potrero Group. Thanks. https://lnkd.in/gye3-yyG
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Scott Messer reacted on thisAI is transforming how we work, and it’s one of my favorite topics to talk about. In my 20 years of working in various customer success roles and capacities, I can honestly say this is one of the most exciting times I’ve seen. The opportunity to use AI to make better decisions, work more efficiently and give teams more time to focus on customers is tremendous. I’m looking forward to joining Scott Messer and Ashok Ganapam for a lively and informative discussion about AI agents and the future of yield optimization. I’ve known them both for years, and I’m excited to share the conversation with them. Scott Messer and the MediaMint team work with companies across the industry and bring a wealth of knowledge and expertise to the table. I hope you’ll join us and learn from their perspective! Register through the post below.Scott Messer reacted on thisHow much of your yield operation would you actually let an AI agent run on its own? That is becoming a much more practical question as teams move from using AI for monitoring and reporting to letting it act on decisions within guardrails. Next week, we’re bringing together revenue leaders to talk about where they’re drawing that line today and what it takes to move it over time. Joining us on the panel: - Scott Messer, Principal & Founder, Messer Media - Heather Carver, Chief Customer Officer, tvScientific - Ashok Ganapam, Chief Transformation Officer & President, AdTech & Monetization, MediaMint Nov 4 | 2–3 PM EST Join us live: https://lnkd.in/dwtUhjmT Can't make the time? Register anyway and we'll send you the full recording afterward.Webinar: Unlocking the Next Frontier of Yield Optimization with Advanced AI AgentsWebinar: Unlocking the Next Frontier of Yield Optimization with Advanced AI Agents
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Scott Messer reacted on thisScott Messer reacted on thisEarlier this year Sebastian Thrun and I co-founded Dulo on a mission to create an Engineering Superintelligence, building foundation models for hardware design. Props to The Information for scooping our $130m seed round - we appreciate the support from Marc Benioff, John Doerr, Eric Schmidt, Ram Shriram, Yuri Milner, Construct Capital, Lowercarbon Capital, Bling Capital, BoxGroup, SV Angel, Haun Ventures, Scribble Ventures, and many others https://lnkd.in/gB45qmfgSebastian Thrun Raises $130 Million for AI Engineering Startup DuloSebastian Thrun Raises $130 Million for AI Engineering Startup Dulo
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Scott Messer reacted on thisScott Messer reacted on thisAsking for show title in the bid stream is NOT a reasonable request, unless you're paying the premium to get that information. I repeat: show level in the bid stream is NOT A REASONABLE REQUEST. That said, every buyer should absolutely DEMAND show-level reporting in post. Genre however....that makes a ton of sense and all y'all should be using (and enforcing) IAB Tech Lab standards like our #contenttaxonomy and attributes from #opentrb like genres, live, and firstbroadcast to describe the inventory. This post inspired by Tim Peterson's super good write up in Digiday's Future of TV Briefing: https://lnkd.in/eTZ2j69UFuture of TV Briefing: CTV advertising has a genre-label problemFuture of TV Briefing: CTV advertising has a genre-label problem
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Scott Messer reacted on thisScott Messer reacted on thisOne thing I’ve noticed over my 25+ years in digital advertising: We’re often much quicker to criticize a solution’s imperfections than to acknowledge the problem it’s actually trying to solve. It’s easy to sit on the sidelines and point out what’s missing, what could go wrong, or why something isn’t quite right. It’s considerably harder to roll up your sleeves and build something that moves the industry forward. As Voltaire famously popularized, “The perfect is the enemy of the good.” Constructive criticism is essential. Debate makes solutions better. But demanding perfection before embracing progress is a great way to ensure nothing ever changes. We need more builders, more contributors to ideas, greater collaboration, fewer armchair critics, and a little more appreciation for progress over perfection.
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President
Michael Brownstein Foundation
- Present 18 years 10 months
Education
In an effort to reach economically underprivileged students, The Michael Brownstein Foundation has been established to provide deserving applicants the opportunity to pursue up to one year of meaningful travel between high school and college. Through immersion in different cultures during their journey, recipients are encouraged to seek positive change within their own lives, while inspiring lasting change in the global community. www.brownsteinfund.org
Publications
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Digiday Guide: Everything you need to know about the end of the third-party cookie
Digiday
Here’s Digiday’s primer on all you need to know about life after the third-party cookie.
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