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AdExchanger
Articles By Staff
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OPINION: Data-Driven ThinkingIncrementality: Why Pay For What’s Already Yours?
“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 Paxman, product research manager at Adjust. Mobile marketing is firing on all cylinders, with mobile ad spend pegged to hit $232.34 billion in 2019. This marks the first time that […]
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OPINION: Data-Driven ThinkingWhy The Digital Advertising Industry Needs An Ethics-By-Design Framework
“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 Alessandro De Zanche, an audience and data strategy consultant. After AdExchanger reported how Rocket Fuel questionably used client data for its user profiling and segmentation tools, I was struck by […]
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OPINION: Data-Driven ThinkingMarketers Need Outcomes, Not More Tools
“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 Ric Elert, president at Conversant. A problem that haunts the industry is too much of an emphasis is still being placed on technology and not enough focus is placed on […]
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In-Housing Is Accelerating, But Brands Will Never Completely Quit Their Agencies
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global head of media at Electronic Arts. Over the past year or so we’ve seen every indication that in-housing will have as much staying power as “The Year of Mobile” – which enjoyed its […]
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OPINION: On TV & VideoRetailers Race To Own A Piece Of CTV’s Future
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ryan Christiansen, co-founder and CEO at Ntooitive Digital. The ability to track and effectively target consumer actions has never been more essential to marketers seeking to unleash the power of cross-platform digital advertising. With […]
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OPINION: The Sell SiderHow Direct Deals Are Evolving In The Age Of Programmatic
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, vice president of programmatic strategy at Intermarkets. In a recent podcast, Chris Kane explained three ways that buyers navigate the complex programmatic supply landscape. The hardest: direct-to-publisher integrations. Some of the biggest names in media […]
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OPINION: Data-Driven ThinkingSPO: How To Reduce The Cost Of Fraud To Zero
“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 Simon Harris, head of programmatic activation at Dentsu Aegis Network. Header bidding has made it common for a buyer to see the same impression several times, as most publishers now offer […]
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Kids Today: The Youth Vote Was 2018’s Killer App
“AdExchanger Politics” is a recurring feature that tracks developments in politics and digital advertising. Today’s column is written by Ray Kingman, CEO at Semcasting. In 2008, it was the one-click political donation via email. In 2012, it was social media outreach. In 2016, it was fake news on Twitter and Facebook. Following every election, political […]
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OPINION: Data-Driven ThinkingCalifornia’s Anti-Bot Law Raises The Stakes For The Use Of AI Influencers
“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 Richard S. Eisert, partner and co-chair of the advertising, marketing & promotions practice group at Davis & Gilbert. The influencer marketing industry continues to grow rapidly. Some expect influencers to […]
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OPINION: Data-Driven ThinkingSame As It Ever Was: The Fourth Industrial Revolution And Brand Safety
“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 Jason Alan Snyder, chief technology officer at Craft Worldwide / McCann Worldgroup. Those who grew up when MTV first coughed itself awake saw David Byrne “swimming” across their TVs in […]
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OPINION: Data-Driven ThinkingRetailer Survival And The Role Of Digital Marketing
“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 Jenny Darroch, dean and professor of marketing and entrepreneurship at the Peter F. Drucker and Masatoshi Ito Graduate Online School of Management, Claremont Graduate University. In the wake of the […]
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OPINION: Data-Driven ThinkingWhat We’ve Already Learned From Direct-To-Consumer Companies
“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. The direct-to-consumer (DTC) space may have begun with Warby Parker, Dollar Shave Club and other pioneers, but it is populated today with brands […]
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OPINION: Data-Driven ThinkingScaled Ad Platforms Vs. Smaller Custom Solutions: How To Strike The Right Balance
“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 Justin Scarborough, programmatic media director at PMG. As programmatic media enters its second decade – and a wave of consolidation, fire sales and amalgamations of ad tech stacks change the […]
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OPINION: Data-Driven ThinkingAds.txt Curbed Unauthorized Inventory Sales. Could The Same Principles Defeat Bad Ads?
“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 Moore, CEO and founder at Ad Lightning. An open ecosystem offers enormous benefits and has sped the pace of innovation in the digital ecosystem. This openness made digital advertising […]
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OPINION: Data-Driven ThinkingWhat’s The Future Of Holding Companies? Tech And A POV
“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 Pierre-Marc Diennet, director of product innovation at Lotame. The current value of agency holding companies is their buying power. They achieve volume pricing by buying huge swaths of inventory in advance and […]
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Why Marketers Do Things They Can't Measure
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Paolo Provinciali, head of US Media at Anheuser-Busch InBev. With increasing amounts of data available in our profession, being a data-driven marketer has become a badge of honor in the industry. Yet, in spite of celebrating a […]
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OPINION: Data-Driven ThinkingWe Need To Blow Up The Black Boxes
“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 Natasha Stevens, executive vice president of strategy at GfK. Black boxes play a role in almost everything we do. My car’s engine is a black box, as is the ATM […]
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OPINION: Data-Driven ThinkingVoice Search Will Change Marketing For CPGs
“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 Chris Simmance, managing director at Optus Digital. Marketers must better understand how people will use voice. After years of training, consumers have become efficient text searchers – but that is […]
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OPINION: Data-Driven ThinkingThe Entrepreneur’s Guide To Ad Tech Business Models
“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 Ari Paparo, CEO at Beeswax. “Ad tech is like Taco Bell: the same seven ingredients combined in hundreds of ways” – unknown Look, there’s nothing new under the sun. But […]
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OPINION: Data-Driven ThinkingThe Location Data Market Must Trade On Clarity, Not Confusion
“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 Hayes, chief marketing officer and chief revenue officer at UberMedia. Although location data and location-based advertising are by no means new sectors, they’re far from mature when it comes to […]
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OPINION: Data-Driven ThinkingThe Data Silo Narrative Is Outdated
“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 Jordie van Rijn, an independent email and eCRM marketing consultant. We’ve all heard the story about data silos, which are unconnected monsters filled with unused zombie data. This scary tale […]
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OPINION: Data-Driven ThinkingWhat Is The Future Of A Universal Ad ID?
“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 Nevins, chief marketing officer at Smart. The past month has been topsy-turvy in digital universal ad ID circles. First we heard that AppNexus would drop out of the Advertiser […]
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‘It Wasn’t A Job, It Was A Cult!’: The Definitive Oral History Of DoubleClick
This article is based on interviews conducted with early DoubleClick employees and a co-founder. It was written by an external contributor who prefers not to be identified. Suddenly, last summer, Google announced it was erasing the DoubleClick name from its product portfolio. So ends 23 years of ad tech myth and legend that coincides with […]
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OPINION: Data-Driven ThinkingIs The Time Ripe For A National Privacy Policy?
“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. Recent polling indicates overwhelming public support for GDPR-style privacy regulation in the United States. Congress has discussed privacy frequently since Facebook’s Cambridge Analytica scandal. And there’s […]
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OPINION: Data-Driven ThinkingWe Must Continue Making Noise To Push Ads.txt For Mobile Apps Forward
“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 Anne Frisbie, senior vice president of global programmatic and North America at InMobi. As a declared list of authorized ad resellers for publishers, Ads.txt has proven enormously useful in the […]
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OPINION: Data-Driven ThinkingHere’s How The Industry Is Addressing Podcasting’s Biggest Challenges
“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 Tutuwa Ahwoi, ad operations manager at National Public Media. The podcast industry faces a glut of obstacles: fragmentation in listening, a lack of discovery and insufficient measurement, to name a few. It’s […]
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OPINION: Data-Driven ThinkingLessons Brands Can Learn from Political Advertisers
“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 Lieberman, vice president at a4. The most progressive area of the digital advertising industry can be found on the campaign trail – both nationally and locally – where political […]
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OPINION: Data-Driven ThinkingCalifornia’s Privacy Law: A Raw Deal For The Advertising Industry
“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 Tiffany Morris, vice president of global privacy at Lotame. The California Legislature passed privacy regulation AB 375 in June. Media coverage has rightly characterized AB 375 as the equivalent of the General […]
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OPINION: Data-Driven ThinkingData And Creativity: Living In Sin
“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 Rick Milenthal, CEO at The Shipyard. As companies invest more in the collection and analysis of customer data, the expectation rises that deep customer knowledge alone will drive more efficient and […]
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OPINION: Data-Driven ThinkingThe Future Of Search Has No Keywords
“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 Jared Belsky, CEO at 360i. Since the first clicks on Lycos, AltaVista and Ask.com in the mid-1990s, search has been about keywords. Brands, clients and platforms like Google were built on this model […]