Ok! Welcome back to my podcast: The Marketing Playbook with Mark Friedman! Presented by Details Interactive. Here, you’ll take away 3 game-winning marketing plays every episode to take back to your team. I’m your host, Mark Friedman, and my career has been focused on direct-to-consumer marketing; direct mail, physical retail, and digital commerce.
This is Episode #41 and today’s guest is Kerel Cooper. He is the Chief Marketing Officer of LiveIntent. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you have your playbook!
Podcast Episode #41: Kerel Cooper – CMO of LiveIntent
Kerel Cooper, the Chief Marketing Officer of LiveIntent, adds his page to the Marketing Playbook. Hear how to enjoy every building block of your career, be a good account manager, navigate changes in data privacy, how ad operations works, and attribution when it comes to email marketing. This episode covers everything from email marketing to career development. Here’s a small sample of what you will hear in this episode:
- What is Ad Operations
- Publisher vs. Advertiser
- How do publishers decide which ads to put where
- What makes a good account manager
- How do you navigate privacy changes as an advertiser
- What’s the story behind LiveIntent
- How is Kerel helping clients determine attribution
- What is a superpower he wishes he had
Connect with Kerel on LinkedIn, Twitter, and Instagram at @KerelCooper.
Let’s open the playbook. Ready? Break! Check out the episode, show notes, and pictures below for much more detail.
Show Notes
- Intro
- [0:25] The Marketing Playbook with Mark Friedman
- [0:27] Details Interactive
- [0:33] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- [0:41] Connect with Kerel on LinkedIn, Twitter, and Instagram at @KerelCooper
- [0:47] Thank you as always to Max Branstetter of MaxPodcasting and the Wild Business Growth Podcast for producing this podcast. You can reach him at Max@MaxPodcasting.com to bring your podcast to life
- Kerel’s Page of The Marketing Playbook with Mark Friedman
- [2:30] How did Kerel win so many awards
- [2:58] How are he and his family doing during the pandemic
- [3:55] What is his first story
- [4:23] Edison, NJ
- [4:32] Kean University, Marketing
- [5:08] CMO (Chief Marketing Officer)
- [5:41] Bruce Springsteen, Bon Jovi
- [5:50] What is Ad Operations (Ad Ops)
- [7:09] Tech (Technology)
- [7:21] What was Kerel’s first job
- [7:30] EarthWeb, Sales Assistant
- [8:17] Internet, Impressions
- [8:48] Internet.com, Jupiter Media
- [9:32] Rob Beeler, Beeler.Tech
- [9:46] Content
- [9:53] Advance Digital
- [12:25] Brands
- [13:00] What is a Publisher
- [13:08] What is an Advertiser
- [14:31] Supply & Demand
- [14:54] CNN, MSNBC, FOX, The New York Times
- [15:18] Consumer
- [16:02] How do publishers decide which ads to put where
- [16:25] Newsletter
- [16:56] Data
- [18:19] How do advertisers pay for the ads
- [18:31] CPM (Cost Per Thousand)
- [19:01] Do you have a Direct-to-Consumer business? I enjoy connecting with guests on this podcast because it reminds me what I love to do: strategic and tactical consulting for businesses like yours. If you’d like to speak with me and see how you can add a fresh set of eyes to your team, contact me at Mark@DetailsInteractive.com
- [19:34] How does account management compare to ad ops
- [19:43] LiveIntent
- [20:32] What makes a good account manager
- [21:56] What was Kerel’s role as VP Platform Development
- [22:58] Revenue
- [23:57] IO (Insertion Order)
- [24:07] theTradeDesk, MediaMath
- [25:09] Why did Kerel switch from account management to marketing
- [26:19] Customer Journey, Product Marketing
- [27:01] What’s the story behind LiveIntent
- [27:18] Email Address
- [27:41] Dynamic Ad Delivery
- [27:52] Share of Voice (SOV), Send Volume
- [29:00] Meredith, Condé Nast, The Washington Post, Walmart, Wayfair
- [29:32] Cookie
- [31:01] iOS 14, iOS 15
- [31:30] Facebook, Instagram
- [31:38] How do you navigate privacy changes as an advertiser
- [31:42] Apple
- [34:39] How is Kerel helping clients determine attribution
- [35:37] Network
- [37:09] What is Minority Report
- [37:22] Erik Requidan
- 2-Minute Drill
- [38:37] Bevel
- [38:58] Peloton App
- [39:15] Ally Love
- [39:21] Amazon, Quadratec, Jeep Wrangler
- [39:47] What is something Kerel wishes he were better at
- [40:13] UNICEF Market
- [40:47] What is a superpower Kerel wishes he had
- [50:52] Trek Road Bike
- Outro
- [41:02] Connect with Kerel on LinkedIn, Twitter, and Instagram at @KerelCooper
- [41:40] This week’s 3 Game-Winning Plays are as follows:
- Enjoy every building block of your career
- Be a good account manager
- Navigate changes in data privacy
- [42:52] If you want to check out more pages of The Marketing Playbook, make sure to follow on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
- [43:04] Connect with Mark at Mark@DetailsInteractive.com, on Twitter at @DetailsInteract, and on LinkedIn
- Theme Song: Jazzy Man Funk Rock – Auditone Music Library – provided by Jamendo
What is The Marketing Playbook with Mark Friedman?
Mark Friedman (that’s me) knows direct-to-consumer marketing. The 30+ year industry veteran has served as the President of eCommerce at Steve Madden, Chief Marketing Officer of Brooks Brothers, mentor to dozens of startups, and even youth sports coach. You’ll take away 3 fundamental tips every episode to help your team knock it out of the park, and draw up strategies for digital marketing, eCommerce, customer monetization, and pivoting with the brightest all-stars in business. Do you have your playbook?
How can I work with Details Interactive?
That’s it! Today’s game ball goes to Kerel Cooper. Thank you, Playbook Marketers, for listening. If you want to check out more pages of The Marketing Playbook, make sure to follow on your favorite podcast spot and leave us a 5-star review on Apple Podcasts. You can also follow us on Twitter at @DetailsInteract and learn more at DetailsInteractive.com. Until next time, The devil is in the details.