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Articles By Staff
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OPINION: Data-Driven ThinkingA/B Testing: What’s Old Will Be New Again In A Post-IDFA World
“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 Christophe Collet, CEO at S4M. When was the last time you heard A/B testing and IDFA in the same sentence? The former is traditional ad campaign testing methodology going back […]
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OPINION: On TV & VideoUpfront Avoidance Should Be NBD To Shrewd TV Advertisers
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Vicky Chang, director of media buying and planning at Tatari. The TV industry was undergoing a sea change before the pandemic. Now, the future is even less clear. Viewership is up, but it’s buoyed […]
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House Report Calls For 'Structural Separation' Of Big Tech (It’s 449 Pages, So Here’s Your Much-Needed TL;DR)
by Ryan Joe and Allison Schiff “To put it simply, companies that once were scrappy, underdog startups that challenged the status quo have become the kinds of monopolies we last saw in the era of oil barons and railroad tycoons.” In a 449-page report released Tuesday, the House Judiciary subcommittee on antitrust criticized the business […]
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OPINION: On TV & VideoRoku, Hulu Are Re-Imagining Channel-Based Programmatic Platforms. Is it Time to Jump In?
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by John Donahue, CEO and co-founder at WLxJS. Roku and Hulu have both recently brought their new ad platforms to market – and they both have a great opportunity in front of them, with turmoil […]
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OPINION: The Sell SiderHow Companies Can Cultivate Their Own Identity Gardens
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. Matt will present “5 Things You Should Do Now To Get Ready For Our Post-Cookie World” at AdExchanger’s upcoming Programmatic IO conference on Oct. 21. Register to […]
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OPINION: The Sell SiderSellers.json Was A Boon For Transparency. Now It's Time For Buyers.json.
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by John Clyman, vice president of engineering, marketplace quality and security, at Magnite. It’s time to provide sellers with transparency into the buy side of the industry, just as buyers have rightfully demanded transparency from […]
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OPINION: Data-Driven ThinkingB2B Marketers Must Take Personalization Further Than Their B2C Peers
“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 Michael McLaren, global CEO, B2B Group, at Merkle. As more customer engagements move away from in-person contact to digital channels and virtual environments, the trends that were already driving the need for […]
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OPINION: Data-Driven ThinkingInclusive Advertising Needs To Extend To Audience Planning
“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 JoAnne Monfradi Dunn, CEO at Alliant. Brands are attracted to audience targeting because it helps them home in on customers and prospects that represent likely buyers and the highest return […]
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OPINION: Data-Driven ThinkingFirst- and Third-Party Data Lexicons Complicated The Evolution Of Data. Here’s How We Fix It.
“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 Spiegel, EVP of marketing solutions and head of the media vertical at TransUnion. You would be hard pressed to find someone in this industry who doesn’t think marketing has […]
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OPINION: The Sell SiderThe Funnel Of Trust Is The Best Path To Media Monetization
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Digital advertising is becoming subtly and silently polarized. Not in the angry, conflicted way currently witnessed in politics, but a bifurcation in the road ahead is […]
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Comic: New Normal
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
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OPINION: Data-Driven ThinkingWe Can’t Let The Open Web Become A ‘Tragedy Of The Commons’
“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 James Rosewell, founder and CEO at 51Degrees. The web was built on the vision that it would be free to the world as a public good and basic right for all. While in many […]
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OPINION: Data-Driven ThinkingHow To Own Data And Measure Performance In A Cookieless World
“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 Scott Tieman, head of programmatic services, and Brad Herndon, managing director of personalization and marketing analytics, both at Accenture Interactive. Despite the abundance of consumer data caused by the COVID-19 […]
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OPINION: Data-Driven ThinkingAdvertisers Must Take The Lead In The Next Privacy Sandbox
“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 John Sabella, CTO at PubMatic. As Google Chrome slowly dribbles out concepts for a cookieless future with little structure, many media buyers in the industry are getting restless to have […]
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OPINION: The Sell SiderHow To Solve For Scalability Of Publisher First-Party Data
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. Tick tock goes the clock. (Not that TikTok.) The countdown to the end of cookies is on. And with that, third-party data will […]
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OPINION: Data-Driven ThinkingAre Black Voices Disappearing From LinkedIn?
“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 Belinda Smith, marketing and diversity activist. My personal experience with LinkedIn changed overnight on May 26. The murder of George Floyd was the first time I remember seeing a flood […]
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OPINION: Data-Driven ThinkingBrands Must Devise Different Strategies For Amazon, Social Media And The Open Web
“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 Seraj Bharwani, Chief Strategy Officer at AcuityAds. Since the advent of One-Click checkout, advertisers have realized that awareness, consideration and purchase can all happen in seconds for consumable products. Thus, the […]
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OPINION: Data-Driven ThinkingHow To Secure User Consent On Apple Devices Early Next Year? It Starts With UX
“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 Katie Hutcherson Madding, VP of product at Adjust. With the restrictions on IDFA scheduled for release in early 2021, app developers have a new and business-critical challenge ahead: the user opt-in. […]
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OPINION: Data-Driven ThinkingWhy Email Will – And Won’t – Be The Online Ad Industry’s Next Main Identifier
“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 Ron Jacobson, CEO and co-founder at Rockerbox. Every couple of years, the foundations of online advertising are completely ripped apart. This time, it’s the impending death of third-party cookies and […]
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OPINION: Data-Driven ThinkingWhy Browsers Shouldn’t Be The Gatekeepers Of The Internet
“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 Diarmuid Gill, CTO at Criteo. Since web browsers were released over 25 years ago, they have amassed a significant amount of power. They’re sources of both supply and demand, all while […]
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OPINION: Data-Driven ThinkingIdentity Needs A Solution Capable Of Actually Winning
“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 Jay Friedman, president and partner at Goodway Group. In the cola wars, it was Coke vs. Pepsi. In the battle of the coasts, it’s New York vs. Los Angeles. Rap? Tupac vs. […]
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Unrest At The DOJ Over Impending Google Antitrust Suit; Ad Spend Still Down With A Few Notable Exceptions
Rush Job The Department of Justice could bring its antitrust case against Google by the end of this month, despite pleas from career lawyers to wait and build a stronger case against the tech giant, sources tell The New York Times. Some lawyers working on the case either refused to sign the complaint or left […]
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Live Industry Updates: Droga5 Cuts 7% Of Staff In United States; BuzzFeed Ends Salary Reductions
This article charts the coronavirus pandemic’s ongoing effect on the digital ad industry – from publishers to vendors, marketers and agencies. We will continuously update this story as more developments become public. September 3 Droga5 Lays Off 7% Of Staff In United States Advertising agency Droga5 laid off 40 people from its New York office, […]
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OPINION: The Sell SiderTips From The Trenches: Sustainable App Publishing In A Post-IDFA World
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mike Brooks, SVP of revenue at WeatherBug. WeatherBug has participated in dozens of closed-door partner and ecosystem meetings regarding Apple’s impending iOS 14 release, and one thing has become painfully clear: App publishers bear […]
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Facebook (Finally) Takes Some Action On Political Ads; Brands Demand Flexibility On Their TV Spend
Baby Steps Facebook will block political ads in the week leading up to the US Presidential election in an effort to suppress misinformation. The platform will also flag posts that come from candidates either claiming victory before the official results are finalized or trying to dispute the outcome. Facebook has already restricted the ability to […]
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OPINION: Data-Driven ThinkingThe New Frontier For Personalized, Data-Driven Marketing Success
“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 Laura Desmond, founder and CEO at Eagle Vista Partners. The current COVID-19 crisis has been an unprecedented game-changer for marketers. The last decade was driven by business and digital transformation, from […]
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OPINION: On TV & VideoWhat’s The Best Multiscreen Attribution Study? It Depends On Your Campaign Goals.
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Sona Pehlivanian, VP of addressable campaign management and operations at New York Interconnect. As TV and video viewership fractures across platforms, channels and devices, marketers are shifting their TV buying plans to account for new […]
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Digital Advertising To Grow Despite COVID-19; Billions Of Media Dollars Are Up For Grabs This Year
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Traditional Media In The Doldrums Ad spending in the United States will decline 8% this year, according to a survey of ad buyers released Wednesday by the Interactive Advertising Bureau. Digital ad spend will grow 6% despite the dip, while traditional media is set […]
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What Big Brands Pay For Marketing Talent; Agency Execs Want Wiggle Room On Their Upfront Deals
Marketing Moola The world is in an economic tailspin and traditional media doesn’t know which way is up – but big brands are still paying big bucks for marketing talent. Business Insider dug into disclosure data from the US Office of Foreign Labor Certification to find out how much large brands across CPG, apparel, fast […]
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OPINION: Data-Driven ThinkingBuilding A Better Content Machine: The Assembly Line
“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 Bibhakar Pandey, vice president of customer experience and marketing services at Capgemini. A content assembly line is exactly what it sounds like: a series of progressive steps to create and […]