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AdExchanger
Articles By Staff
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Digital Advertising Upends Formula For How Political Parties Pick Winners And Losers
“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. Political parties and their leadership pick winners and losers – when they legislate and, especially, in how they allocate resources to candidates running for office. The idea of picking winners and […]
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OPINION: Data-Driven ThinkingDiverse Skill Sets Required When Building Internal Research And Analytics Teams
“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 Chuck Hemann, managing director and head of digital analytics at W20 Group. Today marketers are expanding their analytics budgets exponentially with the desire to determine return on investment (ROI). A […]
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OPINION: Data-Driven ThinkingOracle, Salesforce, Adobe, TTD, Oath, Indie SSPs, Roku And LiveRamp Must Come Together
“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. For media buyers today, ad tech platforms can be bucketed into two categories: the must-haves and nice-to-haves. For many, Google, Facebook and Amazon […]
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OPINION: Data-Driven ThinkingShould Ad Tech Panic Over The California Privacy Protection Act Now Or Later?
“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 Gary Kibel, a partner in the digital media, technology and privacy practice group at Davis & Gilbert. When the EU’s General Data Protection Regulation (GDPR) was passed and enacted, US ad […]
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OPINION: Data-Driven ThinkingEfficiency And Emotion: Finding The Balance In The Digital Advertising Equation
“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 Jane Ostler, global head of media, insights division, at Kantar Millward Brown. We live in a world that increasingly lacks nuance: Everything’s now an either/or. Politics has polarized, and so […]
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Building A Robust View Of Customers’ Marketing And Purchase History
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Jake Bradbury, director of data science and marketing analytics at Nordstrom. In the May installment of Brand Aware, Amy Loesch did an excellent job of describing the reasons for and potential challenges of using multi-touch attribution […]
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OPINION: Data-Driven ThinkingShortcuts Won’t Save Anyone From GDPR
“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 Travis Ruff, chief information security officer at Amperity. I am here to address the elephant in the in room: Companies need to stop trying to find ways around the General […]
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OPINION: Data-Driven ThinkingA Smarter Approach For Your DMP
“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 Shiva Vannavada, chief technology officer at iCrossing. Operationalizing your data management platform (DMP) is not unlike raising a child. Both processes take time and patience. They each require consistent communication among […]
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OPINION: Data-Driven ThinkingCustomer Data Platforms: Before You Buy
“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 Tom Quinn, founder at Refined Path. Customer data platforms (CDPs) have been a hot mar tech category, but they’re often misunderstood. Some of this comes from competing technologies that claim […]
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OPINION: Data-Driven ThinkingThere Are No Organic App Downloads
“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 Maor Sadra, managing director and chief revenue officer at AppLift. Organic downloads rarely happen. With more than 2 million unique apps in Apple’s App Store and 3.8 million in Google’s […]
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Performance Marketing Should Play A Larger Role in Building Brand Creative
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Marissa Tarleton, chief marketing officer at RetailMeNot. Building strong brands is a priority for any company. In the past it was viewed as its own goal, separate from performance marketing. The two are often talked about […]
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OPINION: Data-Driven ThinkingWith The Right Standards In Place, Data Clean Rooms Could Be The Best New Thing For Marketers
“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 David Smith, senior director of business development and partnerships at Neustar. Shortly before the General Data Protection Regulation went into effect in May, Google announced plans to sunset a service […]
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OPINION: Data-Driven ThinkingGDPR Compliance: Why Some Companies Are Still Missing The Mark
“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 Adrian Newby, chief technology officer at Crownpeak. After months of planning, budgeting and restructuring ahead of the General Data Protection Regulation (GDPR), it seems many organizations are still struggling to […]
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OPINION: Data-Driven ThinkingStop The Programmatic Blame Game
“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 Tim Webster, co-founder and chief strategy officer at The Exchange Lab. Advertising automation promises to give the advertising industry speed, efficiency and opportunities for precise audience targeting and messaging on […]
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The Top 10 Programmatic Publishers Of 2018
By Sarah Sluis, Ryan Joe, Allison Schiff, Alison Weissbrot and Rae Paoletta Programmatic is expanding, becoming a glossier way to transact and add value to both the buy and sell sides. “We are moving rapidly into a programmatic-first world,” said Sal Candela, president of enterprise partnerships at Omnicom. “There is a surge of quality inventory […]
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OPINION: Data-Driven ThinkingFrom Drowning In Data To Dying of Thirst: A Data Drought Is Coming For Marketers
“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 Victor Wong, CEO at Thunder Experience Cloud. After investing in big data for the last few years, enterprises found themselves drowning in so much data that they didn’t know what […]
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OPINION: Data-Driven ThinkingPeople-Based Marketing’s Biggest Problem: The Retargeting Conspiracy
“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 Andreas Reiffen, founder and CEO at Crealytics. If there’s one indisputable truth about digital media, it is that digital is measurable. While that’s bona fide, debate still rages around what’s […]
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OPINION: Data-Driven ThinkingScaling To Better Measurement Requires A Stepwise Approach
“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 George W. Ivie, CEO and executive director at the Media Rating Council. Many people in our business like to quote John Wanamaker about the inability to determine which 50% of […]
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OPINION: Data-Driven ThinkingWhat Happens When Telcos Stop Sharing their Location Data?
“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 Peter Lenz, senior geospatial analyst at Dstillery. In late June, Verizon made the somewhat controversial decision to stop selling location data to third-party brokers. AT&T and Sprint quickly followed, making […]
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OPINION: Data-Driven ThinkingCampaign Effectiveness Comes Down To Great Ads, Not Viewability
“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 Paul Lowrey, head of marketing and strategy at TI Media. In the continual race to maximize viewability, brands and agencies may have forgotten one vital element: engagement. You might have […]
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OPINION: Data-Driven ThinkingWhat Happens When Telcos Stop Sharing their Location Data?
“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 Peter Lenz, senior geospatial analyst at Dstillery. In late June, Verizon made the somewhat controversial decision to stop selling location data to third-party brokers. AT&T and Sprint quickly followed, making […]
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OPINION: Data-Driven ThinkingCan Transparent Technology Evolve Faster Than Tech Used For Ill-Gotten Gains?
“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 Jerry Jones, chief ethics and legal officer and executive vice president at Acxiom. When it comes to safeguarding our democracy, much has already been said about the need for more […]
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OPINION: Data-Driven ThinkingData Generations: Segmenting The Industry’s Data Professionals
“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 Lindsey Harju, co-founder at Blinc Digital Group. At recent industry events, I’ve noticed distinct differences in conversations. The more seasoned industry vets understood consumer data, especially offline data, better than […]
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OPINION: Data-Driven ThinkingCalculating Your Calculated Risks
“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 Nathan Carver, chief technology officer at Amnet Group US. Investment in new product development is the single strongest predictor of a company’s future value. It’s for this reason that successful […]
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OPINION: Data-Driven ThinkingNavigating Location Data’s Ethical Minefield
“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 Thomas Walle, co-founder and CEO at Unacast. Data is the lifeblood of the internet economy, and that’s unlikely to change. But questions of privacy are more frequent and louder than […]
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OPINION: Data-Driven ThinkingWe Need Data Ethics, Not Just Laws
“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 Chad Wollen, chief marketing officer at Smartpipe. With consumer trust in brands at such a low point it is worth reflecting on a home truth: Companies neglected to put the […]
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OPINION: Data-Driven ThinkingThe Growing Role Of AI In B2B 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 Jacob Beck, programmatic media specialist at DWA Media, a Merkle company. Already, the AI ecosystem has grown crowded, especially as it relates to managing programmatic spend. Demand-side platforms (DSPs), supply-side […]
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OPINION: Data-Driven ThinkingIs The DMP Finally Dead?
“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 Martin Kihn, research vice president at Dentsu Aegis Network. Pity the poor data management platform (DMP). After almost a decade since the programmatic power-up, it has been all but left […]
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OPINION: Data-Driven ThinkingDespite Its Many Benefits For Programmatic, Transparency Remains Elusive
“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 George Pappachen, board director at BIScience and adjunct professor at New York University’s Leonard N. Stern School of Business. We are in the second decade since programmatic’s rise, a business […]
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OPINION: Data-Driven ThinkingMobile Apps That Transcend Borders
“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 Bikram Sohal, head of India at StartApp. The timeless tenet that understanding customers is the key to business growth has never been truer than within India’s rapid acceleration into a […]