{"podcast":{"title":"Bullhorns and Bullseyes","slug":"bullhorns-and-bullseyes-6688432","podcast_index_feed_id":6688432,"rss_url":"https://anchor.fm/s/e556de6c/podcast/rss","website_url":"https://bullhornsbullseyes.com/","image_url":"https://d3t3ozftmdmh3i.cloudfront.net/staging/podcast_uploaded_nologo/38376755/38376755-1734892493656-4b83d04e9db0e.jpg","author":"Curtis Hays and Tom Nixon","episode_count":79,"summary":"Co-hosted by Curtis Hays and Tom Nixon, Bullhorns and Bullseyes explores a broad range of marketing and advertising strategies. From the art of broadcasting compelling stories and thought leadership in order to grow an audience (Bullhorns) to the science of micro-targeting and retargeting highly specific individuals and buyer personas through advanced digital marketing (Bullseyes), we explore the present and future with a curious eye and honest analysis. Join the community today to help us on our mission to close the loop between marketing activity and client/customer acquisition.","last_synced_at":null,"page_url":"https://stenobird.com/podcast/bullhorns-and-bullseyes-6688432"},"episode":{"title":"S2.E26: Smarter Ad Targeting in a Post-Cookie World, with Brendan Norman","slug":"s2-e26-smarter-ad-targeting-in-a-post-cookie-world-with-brendan-norman","published_at":"2025-09-30T11:00:00+00:00","page_url":"https://stenobird.com/podcast/bullhorns-and-bullseyes-6688432/s2-e26-smarter-ad-targeting-in-a-post-cookie-world-with-brendan-norman","show_page_url":"https://stenobird.com/podcast/bullhorns-and-bullseyes-6688432","url":"https://podcasters.spotify.com/pod/show/bullhorns-and-bullseyes/episodes/S2-E26-Smarter-Ad-Targeting-in-a-Post-Cookie-World--with-Brendan-Norman-e38f7iu","audio_url":"https://anchor.fm/s/e556de6c/podcast/play/108551198/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2025-8-19%2F7a3ca4ae-fdce-2a4d-6824-f6eb8a2962bd.mp3","summary":"Curtis and Tom sit down with Brendan Norman, CEO and co-founder of Classify, to talk about the future of digital advertising and why contextual targeting is making a comeback. Drawing from his experience launching Facebook’s Audience Network and scaling it to $3B in revenue, Brendan explains how Classify uses AI to go deeper than keywords and categories—ensuring the right ad shows up against the right content. The conversation covers how contextual advertising works without relying on cookies or personal data, why precision beats blanket targeting, and how brands can win in a zero-click, privacy-first era. Brendan also shares case studies, including one niche product that saw a 35x lift in click-through rate using Classify’s curated URL lists, and introduces fresh ideas like his “ROSÉ” metric—return on sustainable efficiency—for tackling advertising’s carbon footprint. N.B.: Learn more at tryclassify.com Connect with Brendan on LinkedIn Takeaways: Contextual advertising is back—precision content targeting without cookies. AI can classify content at a deeper, more semantic level than legacy tools. Custom URL lists unlock niche targeting with outsized performance gains. Strong contextual alignment can lift CTRs by 50%+ (and sometimes far more). Sustainability matters: the ad industry must cut carbon waste from its massive data infrastructure. Best content still wins—context plus community creates durable advertising value. Find and Follow: See all episodes at bullhornsbullseyes.com . Follow the show on LinkedIn! Learn more about Collideascope and Creative Mill at their respective websites. Connect with Curtis and Tom on LinkedIn. Check out our newsletter, Amplify and Aim !","meta_description":"Curtis and Tom sit down with Brendan Norman, CEO and co-founder of Classify, to talk about the future of digital advertising and why contextual targeting…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2585,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/bullhorns-and-bullseyes-6688432/episodes/s2-e26-smarter-ad-targeting-in-a-post-cookie-world-with-brendan-norman/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/bullhorns-and-bullseyes-6688432/s2-e26-smarter-ad-targeting-in-a-post-cookie-world-with-brendan-norman.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}