Will Barry

Programmatic Ad Analytics @ Google | Founder @ Guise

Data nerd bootstrapping a men’s cosmetics brand.

[Teddy Blank @teddypowday]

Your CEO should be strong.

Your CTO should be wise.

Your COO should be wicked, cunning, of mysterious origins, fluent in the dark arts, blurry in pictures,

[Will Barry @itswillbarry]

@BryanBumgardner @northbeam Confused by the left y axis. $250 cac? I’ve only bought in CPG and beauty so I’m assuming other verticals must be insane haha

[Ari Paparo @aripap]

@JudSpencer @RonWyden @wsjCMO Location data should just be illegal to sell. Full stop.

[Will Barry @itswillbarry]

@BryanBumgardner @northbeam CAC and ROAS by vertical by ad platform would be fascinating.

[Will Barry @itswillbarry]

@aripap Can’t wait!!

[Will Barry @itswillbarry]

Breaking: LIV golf pivoting business to AI compute

[Will Barry @itswillbarry]

@joe_zappa It’s much much harder on the ssp side. Being closer to budgets means closer to decisioning. And choice is the core value of programmatic.

[Will Barry @itswillbarry]

@jacob_posel Very curious hahaha

[Seth Davis @SethDavisHoops]

I've seen many pro athletes and coaches in similar situations decline to take questions from the media, and frankly I don't blame them. Cayden Boozer is a college freshman and handled this with incredible grace and professionalism. Much respect to him and his family. He was raised well.

[Will Barry @itswillbarry]

@bandholz Most of these replies are just silly. He’s 18 and it was a split second. Obviously he should have just held it.

[Will Barry @itswillbarry]

@ecomhitman Aftersell

[Sean Frank @Seanfrank]

Everyone wants to talk about the leverage ai will bring brands.

Here is the reality for a brands P&L:
Maybe 20-30% of all revenue is the actual cogs.

10-15% is people.
3-10% is software and services.
5-15% is freight.

And 30-50% is marketing.

Fully embracing ai will get you 5-15% of revenue to the bottom line.

But it’s not solving cogs, freight, or marketing. Meta still gets the lion share.

Ai is helpful, but it isn’t going to turn the average brand into an 80% profit business.

[Will Barry @itswillbarry]

@chaseheckendorn Thanks homie!

[Will Barry @itswillbarry]

Hey friends I've made on here over the past few years...

I'm starting a new job at Google this week, back in my programmatic/analytics home. Already loving it -- the team and opportunity is insane.

Guise is still alive and active -- solo founder life got a bit too exhausting (and lonely) without a team around me for a few years tbh.

Google and programmatic are my focus for now.

re: Guise... Excited to reset a bit and think through where I'm taking the brand next, whether that's bringing in new capital (still bootstrapped), new partners, or a new direction. This ain't the end for Guise, and thanks for all the help you've provided me already.

[Will Barry @itswillbarry]

@mattlady No kidding! Thanks Matt. May take you up on that very soon.

[Will Barry @itswillbarry]

@drewfallon12 I have more energy today than the entire past month combined

[Will Barry @itswillbarry]

@crookb0nd @stateofstreamtv Correct, analogy doesn’t hold up when looking specifically at open web/programmatic.

[Will Barry @itswillbarry]

Maybe the adtech landscape is closer to its end state than people realize.

The old view was: ad markets will look like financial markets, and DSPs will become either brokerages or the Bloomberg terminal.

But stocks are fungible. Impressions aren’t.

A share is the same on Schwab or Robinhood. A YouTube impression is meaningfully different from a Hulu impression.

[Will Barry @itswillbarry]

@DTCMidas Invest in top corners now and watch ROAS skyrocket in his 30's.