Dora Michail-Clendinnen, Chief Strategy Officer at Ozone, discusses the role of curated marketplaces, media alliances, and the importance of the premium web in advertising. She emphasises the need for scale, targeting, convenience, safety, and transparency in advertising. The conversation also covers topics such as identity resolution, publisher-advertiser direct relationships, content recirculation, and audience extensions for retailers and retail media. Ozone is a media alliance and advertising platform focused on empowering the premium web and providing publishers with the technology and tools to make strategic decisions.Chapters:00:00 Intro00:53 The Ozone media alliance02:33 The raise of advertising curated marketplaces05:00 Ad tech curated marketplaces vs. a media alliance O&O marketplace09:21 How important are reach and scale?11:13 Ozone’s test on effectiveness of IDs for the post third-party cookie world18:03 Programmatic Open Marketplace vs Premium Marketplace vs Direct Sales21:14 Recirculation of own premium content: can a media alliance ditch content recommendation providers?24:45 Brand reputation26:05 How a media alliance can support retail media’s audience extensions29:08 Next steps for the Ozone media alliance, ECOzone, and predictions for the next six months

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