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Articles By Staff
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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 […]
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OPINION: On TV & VideoThe Path Toward Standardization In OTT Advertising
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jim Wilson, president at Premion, a division of Tegna Inc. It has been a pivotal year for over-the-top (OTT) advertising. Advertisers are following the eyeballs, and significant ad dollars are shifting from cable to OTT. […]
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OPINION: Data-Driven ThinkingWhen It Comes To Biddable Inventory, Less Is More
“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 Jon Espejo, vice president of partnerships and operations at Accordant Media. Programmatic has traditionally been labeled as a marketplace with near-limitless inventory, which to a certain degree is still true. […]
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OPINION: The Sell SiderMaking Digital Advertising Contracts Smart
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rob Beeler, managing editor, research, at The 614 Group, chairman of AdMonsters and founder of Beeler.Tech. When shopping online, transactions are practically automatic and mistakes are by far the exception. When we buy something […]
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OPINION: Data-Driven ThinkingData: The New Transparency
“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 Ran Ben-Yair, co-founder and CEO at Ubimo. Transparency has always been a hot-button industry word. In the past year, it’s gained even further currency, often from the heated rhetoric of […]
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Pandora Shakes Up Ad Model; Google Named In Ad Refund Suit
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pandora’s Music Box Pandora now allows nonsubscribers to listen to music on demand after watching a 15-second video ad, a major change to its service and revenue model. Pandora’s 73 million unpaid US users cited song selection as their top request last year, and […]
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OPINION: Data-Driven ThinkingEvery Marketer Must Answer Vital Questions About The IAB’s Latest Ad Portfolio
“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 Julia Amorim, CEO at MediaNet. When you’re negotiating your mortgage, you want some flexibility from the bank. When you’re practicing yoga, you need flexibility in your limbs. And when you’re […]
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OPINION: On TV & VideoRound Peg, Square Hole: Display Tactics Will Fail With Video Header Bidding
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tal Almany, senior director of advanced integrations at SpotX. Header bidding exploded as a display tactic in online advertising, but adoption for video has been slower. Many publishers and tech providers are taking what they’ve […]