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Articles By AdExchanger
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OPINION: Data-Driven ThinkingGoogle Hasn’t Killed Attribution Modeling – It Never Really Worked To Begin With
“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. Following Google’s announcement to no longer share user IDs externally, some industry voices have raised concerns […]
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OPINION: Data-Driven ThinkingOnce Feared Obsolete, Physical Retail Stores Are Key To Omnichannel Revenue
“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 Joe Apprendi, general partner at Revel Partners. In the world of retail, brick and mortar still dominates. Yet trouble is clearly lurking and there are serious questions about the fundamentals of brands wholly reliant […]
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OPINION: Data-Driven ThinkingWhat Does The Future Of The Marketing Clouds Hold?
“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 Kevin Akeroyd, CEO at Cision. When I first started out in the marketing business, there was no such thing as the cloud. Back then, data-driven marketing involved catalogs, direct mail […]
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OPINION: Data-Driven ThinkingGDPR: The Controller Vs. Processor Hot Potato Could Hurt Consumers
“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. With much anticipation, the General Data Protection Regulation (GDPR) is here. As it takes effect there is still a debate about which […]
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OPINION: Data-Driven ThinkingAttribution Is Nice, But Who’s Taking Responsibility For Validation?
“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. If attribution is the commodity, shouldn’t anti-attribution-fraud measures be baked into offerings rather than billed as an add-on product? Credit […]
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As GDPR Looms, What Are The Biggest Uncertainties?
by Sarah Sluis, Alison Weissbrot and Ryan Joe Everyone in the industry claims – at least publicly – to be ready for the General Data Protection Regulation (GDPR), which starts Friday. But how can that be true? There are too many unknowns to predict what will happen when the industrywide regulation kicks in. AdExchanger turned […]
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OPINION: Data-Driven ThinkingVirtual Influencers: Great Potential And Many Legal Unknowns
“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 Richard Eisert, partner at Davis & Gilbert. The increasing prevalence of bots and other automated systems on the internet has roiled the digital ad industry over the past few years, […]
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OPINION: Data-Driven ThinkingFor Better Targeting, Look For Clues In The Human Mind
“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. Many in the marketing and ad tech worlds believe we’ve evolved as a society into superior beings, and in many ways, that is […]
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Setting Up For Success Amid The Unspoken Challenges of Multitouch Attribution
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Amy Loesch, vice president of digital marketing at RetailMeNot. Multitouch attribution can be intimidating for some marketers. Where does one start and how can brands get executive buy-in? More than half (57%) of marketers surveyed in […]
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OPINION: Data-Driven ThinkingVendors Shouldn’t Fear Incrementality
“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 Alexei Chemenda, chief revenue officer for apps and managing director, US, at Adikteev. Most marketers use return on ad spend (ROAS) as the benchmark for their retargeting campaigns. The problem […]
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OPINION: Data-Driven ThinkingData-Driven Marketing After 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 Maciej Zawadziński, CEO at Clearcode. It seems like the General Data Protection Regulation (GDPR) leaves marketers with only one choice: Comply with the new law and say goodbye to our […]
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OPINION: Data-Driven ThinkingThe Psychology Of App Usage: Targeting Motivations, Not Models
“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. The eyes may be the mirror to the soul, but your smartphone is the mirror to everything else about you. In the […]
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OPINION: Data-Driven ThinkingGDPR And Lessons From The Credit Card Chip Rollout
“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 Ryan Eney, director, legal, at OpenX. In 2016, the retail and finance ecosystem was shaken up with the US introduction of EMV, the global credit card chip technology retailers were […]
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OPINION: Data-Driven ThinkingIn Defense Of ‘Wasted’ Impressions
“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 G. Brooks Jr., founder and CEO at GlassView. Digital marketing for the last few years has focused on wringing every last atom of efficiency out of ad buys. This […]
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OPINION: Data-Driven ThinkingDigital Attribution Technologies Can Stall Business Growth
“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 Peterson, managing partner at R2C Group. Many technologies promise to deliver the holy grail of advertising: the ability to know exactly how advertising is performing and where it’s working […]
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OPINION: Data-Driven ThinkingWhy We Need Checks And Balances In Digital Advertising
“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 Mike Hans, founder and CEO at Forge Group. In US history class in high school, we learned about the concept of checks and balances. Each branch serves a distinct role […]
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OPINION: Data-Driven ThinkingBrands Are Entering A New Data Arms-Race, And Agencies Must Help Them To Compete
“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 Kelly, CEO and co-founder at Infectious Media. A major shift is taking place in our industry, illustrated by Facebook shutting down its Partner Categories offering, which allowed advertisers to […]
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Did Google Just Kill Independent Attribution?
“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. In a muted squib released last week, Google signaled it would no longer include user IDs with log files from its industry-leading ad server. […]
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OPINION: Data-Driven ThinkingNaming Conventions: The Secret Weapon Of The In-House Programmatic Practitioner
“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 Katrin Ribant, co-founder and chief strategy officer at Datorama. You’re a digital media practitioner, and you’ve joined a company that has decided to in-house its media execution. You are now […]
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OPINION: Data-Driven ThinkingBe Selfish With Your 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 Tom Noyes, CEO at Commerce Signals. Sharing is a trait we are taught at a young age, but when it comes to data, being selfish doesn’t just have benefits – […]
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OPINION: Data-Driven ThinkingThe Demise Of Decades-Long Agency-And-Client Relationships
“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 Bruno Gralpois, co-founder and principal at Agency Mania Solutions. As the saying goes, the grass is always greener on the other side of the fence. When advertisers consider a review […]
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OPINION: Data-Driven ThinkingProgrammatic: A Series Of Cascading, Interconnected Contracts
“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. While in-housing is often positioned as ramping up headcount, it is first and foremost about rearranging contractual relationships such that external parties can […]
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OPINION: Data-Driven ThinkingTech-Stack Distraction: When Data-Driven Advances Set Back 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 Samantha Cunliffe, head of client services, Australia-New Zealand, at DWA Media. Nobody can deny that advancements in algorithms, processing power and audience verification are anything short of astounding. The level at […]
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OPINION: Data-Driven ThinkingWhy Agencies Should Embrace Zero-Based Budgeting
“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 Greg Paull, founder and principal at R3 Worldwide. Zero-based budgeting is one of the most radical approaches to cost-reduction, yet it has become the go-to model for big-name companies like […]
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OPINION: Data-Driven ThinkingSix Questions I Would Have Asked Mark Zuckerberg
“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. As the attention on Mark Zuckerberg’s recent testimonies dies down, the conversation is shifting instead to what should have been addressed. From an […]
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OPINION: Data-Driven Thinking
Mobile Performance Advertising Is Broken. Here’s How To Fix 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 Maor Sadra, managing director and chief revenue officer at AppLift. In last-touch and last-view attribution models, the ad that is clicked or viewed last gets all the credit for a […]
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OPINION: Data-Driven ThinkingThe Seventh Deadly Sin Of Digital: Reach And Frequency
“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. The digital advertising industry is afflicted by seven deadly sins, six of which are common themes in the industry: ad fraud, viewability, ad […]
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OPINION: Data-Driven ThinkingPost-GDPR, Clients Will Own Data And Agencies Must Get Creative
“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 John Snyder, CEO at Grapeshot. The upcoming General Data Protection Regulation (GDPR) provides impetus for brands to take a stronger hand in the stewardship of the data that will be […]
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OPINION: Data-Driven ThinkingWho Will Survive The Machine-Learning Revolution?
“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 Rémi Lemonnier, co-founder at Scibids. Machine learning (ML) is a very trendy term, raising huge expectations on one end and creating fantastic fears on the other. Even if there is […]
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OPINION: Data-Driven ThinkingFacebook’s Blow To Third-Party Data Makes First-Party Data Even More Crucial
“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. Facebook’s move to shut down its Partner Categories program helps it look good in the court of public opinion, shores up some loose ends with […]