RSS FeedArchive for the ‘Data-Driven Thinking’ Category


Facebook’s Anonymous Login Won’t Destroy Third-Party Apps

matt-rosenberg"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Matt Rosenberg, senior vice president of marketing at 140 Proof

Facebook has heard its users loud and clear: They want more control over their privacy.

So Facebook changed the default audience for new users to automatically share with friends only, instead of the entire Internet, the company announced in a recent blog post. Facebook also unveiled a new and expanded “privacy checkup” from a friendly-looking blue dinosaur, a public posting reminder and prominently displayed audience selectors.

But of all these changes, anonymous login has made the biggest waves in the tech community. It allows users to log in to other apps using their Facebook user name and password, but won’t allow the app to see their personal information. Facebook will still know all, such as which apps you’ve tried, kept and ignored, but it’s a step in the right direction.

It appears that the only people unhappy with this change would be the third-party apps community. They’re losing access to valuable data that allowed them to sell targeted ads, and the only way they can get it back is to go through Facebook. Mashable called this a “brilliant business move,” noting that it was “probably no coincidence” that the company also announced its new advertising platform at the same time that it allowed users to put the kibosh on sharing their data.

(more…)


Cookies and Tracking: Are We Part Of The Problem Or The Solution?

jordanmitchell"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jordan Mitchell, interim CEO at DigiTrust and vice president of product at Rubicon Project

We’ve all heard about the inevitable death of the cookie, but have we really found any viable solutions from within our industry to solve its problems?

Despite a handful of proprietary alternatives and attempts to eradicate tracking by privacy advocates, there has yet to be a mutually agreeable solution that satisfies everyone, including consumers and the publishers and third parties whose businesses rely on cookies to operate. In order to fuel the next wave of industry innovation, we need to come together, take responsibility for how our use of the cookie is impacting consumers and show leadership on a solution.

One potential fix is a universal identifier. The IAB and dozens of companies have taken early steps on this route, and I believe we should cooperatively build and deploy technologies that improve on the cookie model for stakeholders. But first it’s going to take agreement on all sides.

(more…)


Be A Brand – Not A Facebook Brand

marc-grabowski-new-2"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Marc Grabowski, entrepreneur-in-residence at Highland Capital Partners.

Don't act like you have built a brand or amassed some sort of great will among your "loyal followers." You have spent money on Facebook and gained acceptance of your brand showing up in the newsfeed of some people. But you do not own a data asset. You do not own share of mind and you definitely do not own your destiny.

Facebook controls all of these factors. It has shown that as quickly as you grow a fan base, it can decrease or cut off your access to those people.

“What is the single most important piece of advice you could provide brands on the way they approach Facebook?” a friend recently asked me.

“Earn the right to communicate to your fans off of Facebook,” I said, “and then build a data asset that can be leveraged across multiple channels.”

(more…)


RTB Optimization For Branding: Not An Oxymoron

eric-berry“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Eric Berry, co-founder and CEO at TripleLift.

Despite being one of the most revered techniques in digital advertising, optimization remains a highly misunderstood concept. While everyone responsible for running a digital ad campaign figures optimization will ultimately help boost performance, what they want or should optimize against is not always as clear as it was back in the early days of the digital ad game.

Before I pivoted to the native advertising world, I spent several years at AppNexus and had a front-row seat to how various optimization strategies evolved and matured in our ecosystem. Although it was exciting to see how marketers were beginning to embrace real-time bidding, I couldn’t shake the nagging feeling that the industry was taking a myopic view of the potential of RTB optimization.

RTB originated as a means to monetize remnant inventory and was used primarily by performance-oriented marketers, especially in the beginning, so they had a disproportionate impact on how these optimization systems evolved. Direct-response marketers make money when they can achieve their goals for less than they get paid, meaning arbitrage. Cheaper clicks and cheaper conversions are always better in direct-response campaigns than anything that costs more.

(more…)


Focus On People, Not The Device

kurthawks“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Kurt Hawks, general manager of mobile at Conversant.

If I had a dollar for every time a brand asked what percentage of its budget should go to mobile, I’d be a rich man.

We need to stop thinking about smartphone allocations and tablet dollars. When I hear that sort of talk, I must resist the urge to channel my best Charlton Heston impression from the 1973 movie “Soylent Green.”

Soylent Green is people,” he famously says. Well, cross-device is people, too.

In response to the growth in mobile usage, lots of brands started allocating a certain percentage of total digital spending to the channel. Back then, you couldn’t have a comprehensive profile of a user’s activity across all devices or deliver a coordinated campaign across devices. Separate PC and mobile campaigns were the best we could do and were preferable to not reaching people at all on any devices other than a computer.

(more…)


iOS 8’s Planned Location Restrictions: What You Need To Know

eliportnoy"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Eli Portnoy, president at Thinknear by Telenav.

There’s been a lot of buzz about the announced changes in the upcoming release of iOS 8. Better integration with Mac OS – good. Better use of the fingerprint authentication technology – great. And the use of “random, locally administered MAC addresses” instead of permanent MAC addresses? Well, that one is receiving quite a bit of resistance from the digital marketing community.

Permanent MAC (media access control) addresses have long been the only way for brick-and-mortar establishments to know who is in their stores. So if Starbucks wanted to know who was working from a coffee shop, or Target wanted to keep track of shoppers, they could identify the unique MAC address of each device in the location to find out.

The privacy concerns stemming from this practice are debatable – and fodder for a completely separate discussion – but what matters is that these concerns existed in the first place. Apple has consistently shown that it is privacy-aware, so this move away from MAC should not be surprising. But I’d like to clear up misconceptions I’ve seen circulating about this announcement.

(more…)


Where Is The Uber Of Online Advertising?

frostprioleaurevised"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Frost Prioleau, CEO and co-founder of Simpli.fi.

Uber is undeniably one of the great startup success stories in recent history. By solving a fairly simple problem – how to easily and quickly get a ride in a respectable vehicle – Uber’s business model is an inspiration to many entrepreneurs. It has become somewhat cliché to say that a startup aspires to be “The Uber of [insert industry here].”

For example, if you Google “The Uber of …” you will get nearly 200,000 hits with results including “The Uber of at-home hair color,” “The Uber of private jets” and, my personal favorite, “The Uber of organ transplants.”

It seems every industry is poised to benefit from revolutionary service design with one curious exception. Where is the Uber of online advertising?
(more…)


Don’t Be Last In Programmatic

lunghuangnew"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Lung Huang, vice president of digital advertising and global partnerships at dunnhumby.

“Every company in the Valley has lowercase letters,” says Erlich Bachman from HBO’s “Silicon Valley.” “Why? Because it’s safe. We aren’t going to do that. We’re going to go with Chuy.”

I share this quote not only because this is great dialogue, but because it is analogous of the state of ad tech. Yes, you can do what everyone else is doing in the media-buying world, using metrics that have been around since the first report created by Harry Crane on “Mad Men” with his new “computer” and dot matrix printer.

Yet in the last year we have seen many advertisers make great strides to move beyond the talk of using big data for media attribution by actually putting it into practice. Dare I say it? Perhaps the marketing world heard the call on this website last year. As I said then about big data: The Time for Talking is Over.

On the buying side of the digital media industry, we have moved beyond thinking about whether we should use more data to ask ourselves, ”To how many different channels can I apply this data?” The rate of change happened so fast that I think many of us in the industry forgot to take note and appreciate the speed with which this occurred.

(more…)


How Is Data Science Changing Your Ad Business? Let Us Count The Ways

ayusmanData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Ayusman Sarangi, director of product management at YuMe.

Data science touches our lives every day. When we share a picture on Facebook, it suggests a friend’s name to tag. When we binge watch shows on Netflix, it recommends similar shows. When we use Google Maps, it navigates us in an optimal way to reach our destination. Applications of data science are everywhere and the advertising industry is no different.

The advertising business is becoming more intelligent in a rapid way through technology powered by data science applications. The industry is attracting top talent to solve interesting and challenging business problems, as seen through job openings seeking data scientists at a scale and rate never seen before.

Data scientists are working on several fronts in the advertising world. Here are seven key areas that are impacting your business:

(more…)


Can Redlining Offer Clues To Balancing Big Data And Privacy?

raykingman"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Ray Kingman, CEO at Semcasting.

On May 1, the President’s Council of Advisors on Science and Technology (PCAST) delivered its analysis of the current and future impact of big data on consumer privacy. Unlike some other recent government reviews on big data, data brokers and privacy, this 57-page report actually provides a realistic assessment of how data is collected, analyzed and used today. The PCAST accomplishes a very important task by distinguishing between the key components of the big data enterprise: collection, analytics and usage.

The PCAST report explores the complexity of data collection and analytics – and where it could undermine the White House’s proposed 2012 Privacy Bill of Rights. The council concludes that the rapid evolution of data collection and more sophisticated analytics is likely to end-run any current standard like opt-out and de-identification to safeguard privacy.

Data usage represents the inflection point where the potential for harm and regulation meet. With no intent to diminish or dilute the standing legislation, it seems to me that the concept of redlining can serve as a useful construct for understanding how a balanced approach to big data can be achieved without compromising privacy.

(more…)