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AdExchanger
Articles By Staff
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The Transparency Hangover
“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 director of media activation at Electronic Arts. Spurred by the groundbreaking ANA K2 report, marketers spent the latter half of 2016 and much of 2017 talking about transparency. We went from pushing […]
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Political Targeting In A Post-Cookie World
“AdExchanger Politics” is a recurring feature that tracks developments in politics and digital advertising. Today’s column is written by Jordan Lieberman, politics and public affairs lead at Audience Partners. Happy election season, everyone. I’ve got good news and bad news. The bad news is that many of those who enter the political advertising space right […]
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OPINION: Data-Driven ThinkingMedia For Brands On A Budget
“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 Dille, vice president of media at Chemistry. Nature tends to favor the large – except when it doesn’t. Take the African elephant, the largest land-based animal on the planet, […]
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OPINION: The Sell SiderWhen The Data Is Great, But The Campaign Fails Anyway
“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 independent audience strategy consultant. With each passing quarter, the share of marketer budgets allocated to data grows, and with that growth comes greater scrutiny – rightly so. And yet this […]
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OPINION: Data-Driven ThinkingThe Winners And Losers In The Impression ‘Rightsizing’ Event
“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 Judy Shapiro, founder and CEO at engageSimply. I don’t believe it’s an overstatement to suggest we are witnessing the first real rightsizing of digital media impressions since ad tech became […]
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OPINION: Data-Driven ThinkingIs Transparency Fueling Advertiser Paranoia?
“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. Digital advertisers say they want transparency, but I’m not sure many would know what to do with it once they […]
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A Marketer’s Guide To Ad Tech Consultants, 2018 Edition
by Sarah Sluis and Alison Weissbrot Even the most sophisticated marketers need assistance crossing the Lumascape – or just figuring out what the heck to do with all their data. Since AdExchanger wrote its initial Guide to Ad Tech Consultants three years ago, new companies have emerged and those previously featured have added new areas […]
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OPINION: Data-Driven ThinkingPII May No Longer Be The Third Rail Of Ad Tech
“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. In the past, if you mentioned personally identifiable information (PII) to someone in the […]
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OPINION: Data-Driven ThinkingMarketers Ignore Retention And Loyalty At Their Peril
“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 Kiven, founder and chief strategy officer of Signal. CEOs know that the most valuable customers are those they already have. Unfortunately, most marketing campaigns are still oriented toward acquiring new customers […]
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OPINION: On TV & VideoGoogle’s Browser Changes Highlight The Need For Better Video Strategies
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Field Garthwaite, CEO and co-founder at IRIS TV. In addition to Facebook’s latest changes to the news feed, the important changes taking place in Google Chrome, the world’s most popular browser, are forcing […]
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OPINION: Data-Driven ThinkingCould The Chrome Ad Blocker Help Programmatic Move Past The Click-Through Rate?
“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 Lehman, vice president of supply at TripleLift. Despite efforts to evolve private marketplaces, investment in automated guaranteed and recent developments around non-standard formats being transacted programmatically, the indirect channel […]
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OPINION: Data-Driven ThinkingThe Ad Industry Needs An ‘Amnesty Day’ To Come Clean And Move 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 Jay Friedman, chief operating officer at Goodway Group. Stop me if you’ve heard this one: Guy tells his doctor that his brother thinks he’s a chicken. The doctor says, “Why don’t […]
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OPINION: On TV & VideoBrand Appropriateness: Marketers Need A Deeper Understanding of Context And Impact
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andreas Goeldi, chief technology officer at Pixability. The digital advertising industry needs to move away from the incendiary headlines toward a more nuanced perspective of brand safety. Marketers should not view the issue as […]
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OPINION: Data-Driven ThinkingReexamining The Lookback Window For Mobile 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 James Smith, chief revenue officer at Arrivalist. Today, brands mainly use mobile location data to measure media effectiveness by aligning analysis with a specific campaign flight. They’ll look at start […]
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OPINION: Data-Driven ThinkingBeyond Publisher Relationships: Agencies Need To Lead With Ad Tech
“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 Barry Lowenthal, president at The Media Kitchen. Media agencies are used to talking to clients about the strength of their publisher relationships. In fact, I think agencies used to brag about […]
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OPINION: Data-Driven ThinkingWhat Is This Thing We Call A CDP?
“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 Gartner. A new technology appears, seemingly from the ether, and promises to change our lives. Customer data integration, labeling and storage problems will disappear. […]
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OPINION: On TV & VideoTV Advertising Readies For The Performance Of A Lifetime
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Ferber, founder and CEO at Videology. There is nothing new about advertisers’ desire to measure performance. What is new is the desire to tie digital performance metrics to television. It’s something that we […]
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OPINION: Data-Driven ThinkingYou've Gone In-House. Now What?
“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 Triscari, co-founder and managing partner at Labmatik. Taking programmatic in-house can make sense for any big-budget marketer that wants to innovate and take control of its programmatic future. However, while […]
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OPINION: Data-Driven ThinkingA History Of Programmatic And The Era Of Control
“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 Ming Wu, chief revenue officer at MightyHive. Programmatic has come a long way. The constant refrain heard at industry events over the last year is that all media will be […]
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OPINION: Data-Driven ThinkingGet Prepared For The New Era Of Audio Accountability
“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 Jonathan Eccles, director of product management at Pandora. On Jan. 18, the Media Rating Council released a new standard for Digital Audio Measurement, and if your business is even remotely […]
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OPINION: Data-Driven ThinkingKey To Better In-Store Experiences: Functional, Rational And Emotional Mobile Apps
“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 Kim Harris Busdieker, director of customer communications at 84.51°. Sometimes we need to say we got it wrong and we’ll do better. That time has come for the retail industry’s […]
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How Can Brands ‘Converge’ Ad Tech And Mar Tech?
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Tony Ralph, director of data and marketing technology at Intuit QuickBooks. With at least one notable exception, nearly all researchers predict the inevitable convergence of the mar tech and ad tech ecosystems. Predictions aside, as a […]
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OPINION: Data-Driven ThinkingOld Data Is Holding Back Mobile 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 Taylor West, general manager, North America, at Zeotap. As the Eagles and Patriots compete for the Vince Lombardi Trophy this weekend, a slew of advertisers will be fighting for customers’ […]
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OPINION: Data-Driven ThinkingWill The Ad Industry Move To A Sales Guarantee?
“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 O’Grady, CEO at Nielsen Catalina Solutions. Attention. Human-viewable. Audience. Fraud-free. Sales. Over the past year, media companies and data providers have worked together to offer secondary media guarantees based […]
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OPINION: Data-Driven ThinkingGetting Attribution Right Means Adopting A Digital Mailbox
“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. Old models die hard. For more than a decade, attribution meant crediting the last click. But in an increasingly personalized and multichannel world, last-click has […]
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OPINION: Data-Driven ThinkingThe Strategic Impact Of GDPR (With Emoji)
“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. Let’s start with a disclaimer: I’m no expert in GDPR (General Data Protection Regulation). If I were, I’d be billing by the hour for my […]
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What’s New For 2018? Nothing
“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 director of media activation at Electronic Arts. I realize I’m late to the game with the year-ahead predictions, but this year the annual ad tech soothsaying has hit a nerve. The slow […]
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OPINION: The Sell SiderThe Hard Truth About Targeting Away From Hard News
“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. For many, the news has not brought much joy in the last year; it seems to have brought more controversy than ever before. That’s created […]
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OPINION: Data-Driven ThinkingAn Evolution, Not A Revolution: Underscoring The Nuances Of 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 Guillaume Marcerou, global privacy director at Criteo. When General Data Protection Regulation (GDPR) goes into effect on May 25, it will unify the various data privacy laws that exist across […]
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Google Adds Retargeting Controls; Ebiquity Joins Marketing Tech Fray
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. You The User Google announced major changes to its advertising control features. Users can now see brands that are targeting them for retargeting campaigns – what Google calls “reminder ads” – and decide whether to shut them down. Next it will expand the tool […]