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Articles By Staff
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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 […]
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OPINION: Data-Driven ThinkingThe Era Of Cookieless Targeting
“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 Andrew Gu, vice president of product at Thunder. There’s six months left before GDPR kicks in, and judging by the number of articles popping up about GDPR compliance, everyone seems […]
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OPINION: Data-Driven ThinkingIndependent Agencies Must Drive The Next Wave of Programmatic
“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 Dean Vegliante, president at Netmining. Whenever the press talks about programmatic advertising, most of the attention is focused on major holding companies and their trading desks. While holding companies have been […]
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OPINION: Data-Driven ThinkingRTB 3.0 Will Be A Boon For Ad 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 Curt Larson, vice president of product at Sharethrough. The IAB’s OpenRTB 3.0 Draft Framework is currently available for industry comment. Although many OpenRTB releases make more purely technical enhancements, 3.0 […]
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OPINION: Data-Driven ThinkingMachine Learning Needs Good Data To Reach Its Potential
“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 Dobson, CEO at The Exchange Lab. Machine learning is revolutionizing digital advertising, driving efficiency through advanced algorithmic decision-making, and could generate $42 billion in annual ad spend by 2021. To […]
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Snap Offers Big Scale With 'Promoted Stories'; Net Neutrality Repeal Threatens Brands
The Paid Story Snap launched a new ad format, Promoted Stories, allowing brands to push stories beyond their follower base to all Snap users in an entire country. The ads are a series of three to 10 auto-advancing videos that tell a long-form story and live on the app’s Stories page. Previously, Stories could only […]
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Giving Season
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
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OPINION: Data-Driven ThinkingA Higher Level Of Personalization Requires Moving Beyond Functional 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 Michael Wilhite, senior vice president of data strategy at 84.51°. Measuring the effectiveness of digital advertising depends less on absolute performance and more on the benchmark. Current standards suggest that the […]
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OPINION: On TV & VideoTV Commercial Length And Attention: The Elusive Sweet Spot
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joan FitzGerald, an independent consultant. In our entertainment-overloaded, attention-starved digital age, every teacher knows they need to balance the long and thoughtful with the short and punchy, or else they’ll lose the attention of […]
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OPINION: Data-Driven ThinkingThe Case For Connectivity
“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 Ashley Herzog, vice president of product at Visto. Like a good mass transit system, interconnectivity is the key differentiator for advertising technology these days. But for any brand embarking on a self-serve […]
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OPINION: The Sell SiderFast-Changing Industry Trends Force Publishers To Rethink Content Management
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Allison Mezzafonte, executive vice president at Bauer Xcel Media. Media companies took notice when venture-backed sites such as Vox and BuzzFeed plunged tens of millions of dollars into their content management systems. With cool […]
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OPINION: Data-Driven ThinkingCreative Agencies Need More Data Scientists, Fewer Art School Grads
“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 Oren Harnevo, CEO and co-founder at Eyeview. Last year, I was one of about 50 judges for a prestigious advertising award and one of the few without a creative or […]
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OPINION: Data-Driven ThinkingZero-Data Media Could Be The Future Of 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 Dylan Collins, CEO at SuperAwesome. The European digital ad market is bracing itself for May, when the General Data Protection Regulation (GDPR) becomes enforceable. Advertisers and brands are scrambling to […]
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OPINION: Data-Driven ThinkingFake News, Inappropriate Content And The Rise Of The Self-Policing 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 Vejay G. Lalla, a partner in the advertising, marketing and promotions group at Davis & Gilbert. Over the last year, the online advertising industry has grappled with the threat posed […]
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OPINION: Data-Driven ThinkingCould A Universal Rating System For Websites End Brand-Safety Woes?
“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 Rich Kahn, co-founder and CEO at eZanga. Brands have reason to fear for the safety of their reputations. From headline-generating slip-ups – like when major brand ads appeared alongside extremist […]
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OPINION: Data-Driven ThinkingWilly Wonka, Paranoid Optimism And The Future Of 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 Ramsey McGrory, chief revenue officer at Mediaocean. “Willy Wonka and the Chocolate Factory” is one of the greatest movies of all time. I love the movie because Willy Wonka, like […]
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OPINION: On TV & VideoOTT Providers: Beware When Expanding Service Internationally
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Evelina Grines, vice president of media and entertainment at MPP Global. Video audiences in the US are soaring, growing 46.8% from August 2016 to 2017, per the MPA. And while that’s good news, viewership […]
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Full Steam Ahead For AT&T Ad Tech; Facebook Makes Another Run At Local
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Merge Lane Despite government opposition to AT&T’s proposed merger with Time Warner, the companies are full steam ahead building out an ads business to rival Verizon, Facebook and Google. AT&T hired PubMatic President Kirk McDonald as CMO of its new ad unit last […]
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OPINION: The Sell SiderPublishers Need To Step Up To Get A Clean Slate
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Andy Vogel, global head of digital products at NewBase. The ad supply chain is underregulated, and this has become obvious with the recent Financial Times spoofing scandal that uncovered at least six industry players offering fake inventory. With […]
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OPINION: Data-Driven ThinkingAdvertisers’ Biggest Misconceptions About Silicon Valley’s Two Giants
“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 Jared Belsky, president at 360i. Coming fresh off my latest trip to Palo Alto visiting with tech powerhouses and the C-suite of one of my favorite clients, I’m feeling energized, […]
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Roku Ad Revenue Surges; China Gov Big On Facebook Ads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Roku Surges Roku shares jumped more than 50% after reporting strong revenue growth in its first public earnings report on Wednesday. The streaming video service’s hardware sales, consisting of its namesake connected TV-box devices, grew 3.8% to $67.3 million. Roku’s software revenue, encompassing its […]
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AT&T-Time Warner Merger In Doubt; Pandora Offers Connected Home Segments
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AT&T-Time Warner Merger In Doubt The AT&T-Time Warner acquisition seemed like a shoo-in under a merger-friendly administration. The market had confidently priced in the deal with a timeline for this year. But CNN reports that the Department of Justice is demanding Time Warner either […]
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OPINION: Data-Driven ThinkingForget The Funnel, Focus On 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 John McDonald, executive vice president and group account director at DigitasLBi. About 30 minutes into the movie “Argo,” CIA officer Jack O’Donnell (played by Bryan Cranston) remarks, “This is the […]
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OPINION: Data-Driven ThinkingAmazon, Personalization And The AI Effect
“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 Pelino, senior vice president of omnichannel media at Information Resources Inc. (IRI). When my 5-year-old son opened his birthday present from my 72-year-old mother this summer, he proclaimed that Grandma […]
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OPINION: Data-Driven ThinkingHow To Avoid Wasting Your Entire Digital Budget
“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. Digital display advertising is effective. It works a lot like TV advertising, lifting awareness a little bit across […]
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OPINION: Data-Driven ThinkingIt’s Time Marketers Realize That Supply Is Not Unlimited
“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. In the early 2010s, a few assumptions seemed undeniable for media buyers. They believed programmatic was growing rapidly with user-level targeting, for example, providing […]
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OPINION: Data-Driven ThinkingCritical Questions Often Go Unanswered Before The Campaign Launches
“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 Mollie Parker, director of analytics and tech ops at DWA Media. When an agency and client first start working together, it’s crucial to get on the same page before a campaign […]
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OPINION: Data-Driven ThinkingThe World Of Data: Hoarders Vs. Sharers
“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. In my last AdExchanger column in September, I discussed truth and religion data companies. Truth data companies are backward-looking, focusing on data that can reveal […]
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OPINION: Data-Driven ThinkingLoyalty Economics: More Than The Value Customers Bring To Brands
“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 Anna Saffer, director of strategic customer intelligence at 84.51°. Loyalty economics has traditionally been defined as evaluating how much a customer is worth to a brand over time. Whether a […]