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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 […]
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ComScore Allegedly Exploring Sale; NBCU's TV Advertising Holds Steady
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Settle An Old Score Changes are afoot at comScore, but it’s unclear if those changes are for the better or the worse. Bloomberg reports comScore has enlisted Goldman Sachs to explore a potential sale, though no formal talks have begun. The measurement firm also […]
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OPINION: Data-Driven ThinkingAs 2018 Gets Under Way, Digital Ad Execs Are Worried About These Five Issues
“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 Adam Schenkel, vice president of programmatic at GumGum. Correction: This column has been updated to more accurately characterize Chrome’s ad-blocking enforcement. Per Google, a single noncompliant ad format or creative […]
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OPINION: Data-Driven ThinkingProgrammatic Efficiency Should Focus On Audience, Inventory and Working Media
“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 Will Luttrell, founder and CEO at Amino Payments. For years, programmatic was considered the efficient channel for media buying. And it is, depending on how you define “efficient.” I would […]
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Forget Viewability: Your Ads Aren’t Serving
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Bennett Rosenblatt, rider display marketing lead at Uber. At Uber, our programmatic strategy prioritizes transparency and trust above all. We run campaigns in an enterprise self-service demand-side platform (DSP) and leverage a transparent ad server to […]
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OPINION: On TV & VideoTV Advertisers Need Better Audience Segments
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Weiss, chief technology officer and chief data scientist at Dativa. With online segments overlaid on linear schedules, many are hoping for a golden age of TV advertising, where brands can break out beyond […]
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OPINION: Data-Driven ThinkingWe Have The Data, But We Need Better Ways To Activate 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 Ed Camargo, vice president of paid media at PMX Agency. As marketers, we are constantly prompted to consider the question, “How do people intuitively engage with media?” We are, after […]
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OPINION: Data-Driven ThinkingPoint-Counterpoint: Why The Open Markets Will Continue To Thrive
“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 Adam Heimlich, senior vice president and managing director of HX at Horizon Media. This point-counterpoint between Adam and Emily Del Greco was written in response to the question: What is the […]
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OPINION: Data-Driven ThinkingPoint-Counterpoint: Why The Open Markets Are Closing
“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 Emily Del Greco, founder at Del Greco Solutions. This point-counterpoint between Emily and Adam Heimlich was written in response to the question: What is the future of the open exchange? […]
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YouTube Reforms 'Preferred' Program; Pubs Hurt By Facebook Changes May Resort To Buying Traffic
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Creator Crater The past week brought significant change to YouTube’s content creator community and attendant ad revenue. The first major tweak brought a new layer of human review for content in the “Google Preferred” program, a curated video network created as a brand-safe […]
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OPINION: Data-Driven ThinkingTo Advance Data Quality, The First Step Is Best Taken 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 Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). As 2018 gets underway, there is one issue that should be at the top of everyone’s […]
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OPINION: The Sell SiderThe High Cost Of Low CPMs
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by David Kohl, president and CEO at TrustX. The industry has been doing the math wrong. For years media buyers have tolerated the waste everyone knew was part of cheap CPM media buys because, well, […]
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OPINION: Data-Driven ThinkingThe Hidden Dangers Of Supply-Path Optimization
“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. The latest ad tech buzzword is supply-path optimization, and conveniently it comes with a tidy acronym – SPO – to save us all typing time. […]
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OPINION: Data-Driven ThinkingFacebook News Feed Changes Will Challenge Publishers To Stay Relevant
“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 McGowan, president at Adestra. The publishing industry has long been in a state of flux, most recently with the transition from print to digital. Now, with Facebook changing its […]
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OPINION: Data-Driven ThinkingMedia Planning Without Fear In 2018
“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 Bryan Noguchi, media director at Caffelli. Media people, what are we going to get out of 2018? What are the battles we’ll choose to engage in, and why? I really […]
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OPINION: Data-Driven ThinkingRandom Control, Random Results: Standards For Sales-Lift Measurement Needed
“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 Vijoy Gopalakrishnan, principal at the IRI Media Center of Excellence. This scenario happens all too often in the digital advertising industry: An agency has just conceived and executed a brilliant […]
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OPINION: Data-Driven ThinkingThree Unlikely (But Useful) Predictions For 2018
“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 Auren Hoffman, CEO at SafeGraph. There are three things the broader advertising technology industry needs to face in the next decade, and it is my late Hanukkah wish that we […]
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OPINION: Data-Driven ThinkingChecks And Balances Are Key To Clean, High-Quality 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 Rob Finora, senior vice president of data at ShareThis. Marketers now use data-driven initiatives as the backbone of their campaigns more than ever. But with this boom comes the exponential concern about data transparency and […]
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OPINION: Data-Driven ThinkingWhy Google's And Facebook's Dominance Is Normal Market Evolution
“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 Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. One key theme in 2017 was the domination of Google and Facebook, which grabbed large shares […]
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OPINION: Data-Driven ThinkingProgrammatic Faces A Turning Point In 2018
“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. Already, 2018 is shaping up to be a very interesting year. Our industry is getting close to making real progress on some of […]
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The Year In Digital Advertising; Brand Safety Flubs Loom In 2018
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Happy New Year To those of you who enjoyed some downtime over the holidays, welcome back to work. 2017 brought many changes to digital advertising, and AdExchanger has recapped them over the past week. It was a year in which brand safety dominated the […]
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OPINION: Data-Driven ThinkingBrands That Bet Big On Customer Data In 2017
“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 Toby McKenna, senior vice president of global advertising at Bazaarvoice. Thanks to today’s connected world, companies are sitting on vast amounts of consumer data. Whenever consumers make a purchase, use […]
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OPINION: Data-Driven ThinkingBidders Must Value Brand For Publisher Alliances To Succeed
“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 Manny Puentes, founder and CEO at Rebel AI. Every time we shop, we make the decision to purchase either a brand item or its generic equivalent. We assume generic laundry […]
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OPINION: On TV & VideoTV Can Make Attribution More Actionable
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by John Whitmore, head of data strategy at TiVo. Measuring campaigns by tying ad exposure to customer conversions, whether they be in-store purchases, car test drives or online site visits, isn’t anything new. However, turning measurement […]
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OPINION: Data-Driven ThinkingInaccurate Segments May Be Costing Advertisers Billions
“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 Kelly, founder and CEO at Survata. We’ve all read the doom-and-gloom news about programmatic problems, from YouTube’s brand safety issues to brand advertisers culling their spending and companies like […]
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OPINION: The Sell SiderA Closer Look At Demand-Path Optimization: Why Humans Matter
“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 September, I wrote a column that introduced the idea of demand-path optimization, the process by which publishers optimize the path from supply-side platforms (SSPs), […]
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Quartz Makes Case Against Open Exchanges; Agency Pitch Frenzy Siphons Talent
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Programmatic Pushback The news company Quartz released a memo on Thursday laying out an anti-programmatic stance on advertising. “In a bygone era, advertisers wished to align with and support what they perceived as quality content,” writes Quartz publisher Jay Lauf. “That idea has eroded […]
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OPINION: Data-Driven ThinkingAside From GDPR, Many Changes On The Horizon For User 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 Tim Sleath, vice president of product management at Exponential. The General Data Protection Regulation (GDPR) that will be upon us in less than six months is one of a wave […]
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OPINION: Data-Driven ThinkingWill Brands Be Ready For Monetization In 2018?
“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 Trey Stephens, director of audience monetization at Acxiom. As 2017 comes to a close, it’s a great time for brands to assess ways to improve marketing strategy and better capitalize […]
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OPINION: Data-Driven ThinkingBeyond Inferred Or Declared Mobile Data: Trust, But Verify
“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. “Trust, but verify” was a phrase made famous by President Ronald Reagan during the Cold War in reference to Soviet disarmament, and […]