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Articles By AdExchanger
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OPINION: Data-Driven ThinkingEuropean Advertisers Have Limited Ability To Verify YouTube Ads
“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 Bjarte Humborstad, digital director at RED Media Consulting. Following the introduction of the General Data Protection Regulation (GDPR), Google has allowed advertisers to serve their YouTube ads only from Google-owned […]
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OPINION: Data-Driven ThinkingThe Programmatic Transparency Challenges That Still Must Be Solved
“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 O’Connor, head of programmatic at Kiip. Our industry has taken great strides improving transparency in recent years, and it’s about to do so again with the IAB’s release of […]
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OPINION: On TV & VideoMissed Opportunities: Creative Testing For TV
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Kevin O’Reilly, chief strategy officer at TVSquared. It goes without saying that a creative can make or break an ad campaign. TV advertisers spend millions to create visually memorable, emotion-driven and even humorous ads […]
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Data Driven And Daring: The 10 Boldest Marketers
by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher and Ryan Joe Getting a big brand to shift its marketing approach is about as easy as moving a planet out of orbit. Yet, many see the writing on the wall: If they don’t change, consumers will leave them behind. As such, big marketers have to […]
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OPINION: Data-Driven ThinkingThrough Consolidation And Net Neutrality Repeal, The Duopoly Becomes A Lots-More-Opoly
“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. Most of the discussion about who dominates digital media over the past few years has focused on the Google and Facebook duopoly. That’s […]
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OPINION: Data-Driven ThinkingFast-Forward To 2040: How Businesses Will Evolve With AI
“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 Aman Naimat, senior vice president of technology at Demandbase. From scaling repetitive tasks to improving human-to-machine interactions, artificial intelligence (AI) has come a long way when it comes to freeing […]
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With Cultivation, Advertising-Supported Video On Demand Poised To Flourish
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Greg Smith, an independent advertising technology consultant. Spring has sprung, and now we enter the dog days of summer. One new advertising “flower” that is poised to grow, even among the walled gardens, is […]
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OPINION: Data-Driven ThinkingIn-House Agencies: Should They Go It Alone?
“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. The growing number of brand advertisers setting up their own in-house agencies has grown exponentially in recent years. This phenomenon is […]
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OPINION: Data-Driven ThinkingApp Publishers Must Avoid The Audience Circulation Trap
“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 Evan Rutchik, general manager at Ogury US. When app publishers advertise their platform on other apps to increase their own visitors, they’re often just trading app audiences and not growing […]
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Local Races Are Key To Retaking The House, But Attribution For Political Ads Is Still MIA
“AdExchanger Politics” is a recurring feature that tracks developments in politics and digital advertising. Today’s column is written by Ray Kingman, CEO at Semcasting. Borrell Associates predicts the 2018 election cycle will be an $8.5 billion “advertising bonanza.” Given the temperature of the electorate this figure is likely to grow. Unfortunately, fallout from the Cambridge […]
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OPINION: Data-Driven ThinkingThe Comeback Of Context
“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 Nevins, chief marketing officer at Smart. 2018 has been marked by uncommon turbulence, starting with the Facebook-Cambridge Analytica scandal through the recent, ongoing General Data Protection Regulation (GDPR) chaos. […]
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Ad Tech Abandoned The SMB Market
“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 Ratko Vidakovic, founder at AdProfs. With the digital ad market poised to continue growing by double-digit figures, Facebook and Google will, unsurprisingly, “account for 90% of that growth,” according to […]
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OPINION: Data-Driven ThinkingTrade-offs: The Reality No One Wants To Accept 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 David Doty, digital publishing consultant. As I sit here in Cannes and listen to rosé-fueled frets around the digital advertising industry issues du jour, I’ve been thinking about how I’ve […]
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OPINION: Data-Driven ThinkingIncreased Consumer Expectations For Privacy Could Be A Good Thing For Advertisers
“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 Keith Eadie, vice president and general manager at Adobe Advertising Cloud. As the dust from Facebook’s Cambridge Analytica data breach settles, consumers and legislators alike are asking tough questions around […]
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OPINION: Data-Driven ThinkingData Ethics: Permission Is Not The Problem
“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 Weiss, chief technology officer and chief data scientist at Dativa. The recent uproar caused by the Facebook-Cambridge Analytica scandal has made the ethical use of data one of the […]
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OPINION: Data-Driven ThinkingToday’s Ad Verification Providers May Fail Us In The Long Term
“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 Broitman, chief strategy officer at Kiip. Despite the industry’s best efforts, the cost of ad fraud remains a $6.5 billion concern. Trust, in the world of digital advertising, is […]
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OPINION: Data-Driven ThinkingBrand Privacy: Who’s Knocking Off Your Consumer 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 Mark Shedletsky, founder and CEO at Vertical Mass. Many consumers clamor to get their hands on the most sought-after brands – lining up for days for Apple’s new iPhone, spending […]
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OPINION: Data-Driven ThinkingMarketing PSA: Do You Know What And Where Your Data Is?
“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 solutions officer at Datorama. Doomsday – also known as May 25, when the General Data Protection Regulation (GDPR) went into effect – has come and […]
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OPINION: Data-Driven ThinkingA Guide For Not Going All-In With A Walled Garden
“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 David Markel, director of digital activation at Hearts & Science. Against the backdrop of data privacy, marketers are being forced to weigh their options for how media should be run […]
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OPINION: Data-Driven ThinkingWhat It Takes To Close The Gap Between Strategy And Planning
“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. As a general waging battles in ancient China, the philosopher and writer Sun Tzu would never had come across the terms “marketing” or “advertising,” yet […]
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OPINION: Data-Driven ThinkingAcxiom’s Next Steps And The LiveRamp Acquisition Four Years Later
“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. The LiveRamp acquisition by Acxiom, which closed four years ago on July 1, 2014, has been one of the most successful acquisitions in the last […]
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OPINION: Data-Driven ThinkingPerformance Pricing Pitfalls: The Truth About Offline-Visit Data For Advertisers
“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 Gough, vice president of insights and analytics at Verve. Advertising is being held more accountable for the actions it drives. That’s good news, but even so, there are limits. While […]
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OPINION: Data-Driven ThinkingFirst-Price Auctions Mean Big Changes For Buyers
“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 Frances Giordano, associate director at The Media Kitchen. The newest catalyst framing the discussion between digital media sellers and buyers is the increasing prevalence of first-price auctions. About 43% of […]
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OPINION: Data-Driven ThinkingPrivacy Concerns May Not Hurt Facebook, But Rising CPMs Might
“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 Andy La Fond, executive media director at R/GA Chicago. Facebook and concerns about privacy have been in the headlines since March, but that news may have hidden a bigger problem […]
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OPINION: Data-Driven ThinkingIt’s Time For A Data Intervention
“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 Jennifer Byrnes, associate director of data strategy and insights at Varick. Facebook recently decided to shutter its partner categories feature, which many advertisers relied on for targeting via third-party data […]
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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 […]