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Articles By Staff
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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 […]
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Publishers Reduce SSP Partners; Facebook Monetizes WhatsApp
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. New Year’s Diet Vendor culling is real, at least on the sell side. And the advent of GDPR will likely shrink the vendor community even more [AdExchanger coverage]. But this year, publishers cut the number of supply-side platforms they work with by 20% on […]
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OPINION: Data-Driven ThinkingGDPR Will Test Brand Equity
“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 Henry Hyder-Smith, founder and CEO at Adestra. Over the past couple of years, one topic prevails whenever marketers, data professionals and executives get together: the EU’s General Data Protection Regulation […]
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OPINION: Data-Driven ThinkingThere Is No One-Size-Fits-All Approach To 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 Danielle Levitas, senior vice president of research and professional services at App Annie. As consumers increasingly spend time in apps for their everyday needs, apps are becoming the primary and […]
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OPINION: Data-Driven ThinkingPlatforms Need To Follow The Triopoly’s Playbook And Give Data A Day Job
“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 Keiser, founder and CEO at LiveIntent. The upcoming General Data Protection Regulation (GDPR) will increase risk for sharing data. The era of every platform getting willy-nilly access to first-party […]
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The Top 10 Programmatic Agencies
By Alison Weissbrot, Sarah Sluis and Kelly Liyakasa Programmatic has transformed the role of the media agency. When programmatic was new, trading desks formed within agencies and holding companies to incubate expertise. As the buying method matured and the trading desk business model came under scrutiny, clients demanded that talent be integrated with their […]
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OPINION: On TV & VideoAdvanced TV Targeting: A Small Step Forward
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Chris Peterson, managing partner at R2C Group. I’ve sat through at least a dozen TV ad tech presentations that promise pretty much the same thing: the complete transformation of customer targeting for TV advertising. While […]
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Criteo Divests Travel Business; TAG Sees Impact On Fraud
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bon Voyage Criteo is selling some of its travel marketing technology and accounts to Koddi, a startup that specializes in travel metasearch bidding. Terms of the deal weren’t disclosed. Criteo will retain some travel industry retargeting accounts, including major clients like Expedia, reports industry […]
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The Problem With The Long Tail
“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. The promise of programmatic is oft-repeated as “right person, right place, right time.” And while this is likely the goal of all advertising, we typically […]
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OPINION: On TV & VideoThe Art, Science And Pitfalls Of Storytelling In OTT
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tal Chalozin, co-founder and chief technology officer at Innovid. While traditional TV is a huge industry, the future of TV is becoming increasingly digital, with over-the-top (OTT) media platforms leading the way. With many […]
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OPINION: Data-Driven ThinkingSnap's Path Forward As An Advertising Platform
“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 Nima Wedlake, investor at Thomvest Ventures. When Snap announced its third quarter earnings last month, it reported $208 million in revenue and 178 million daily active users. The company missed […]
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Google Close To Launching Travel Product; Auction Flaw Wastes Video Ad Impressions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Broadened Horizons For the past couple of years, Google has quietly assembled the pieces of a major travel and hospitality product. The search giant has slow-pedaled travel metasearch in deference to companies like Expedia and Priceline, which are two of the highest spenders on […]