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AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingAds.txt And The Future Of Data Pricing
“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 Ben Goldman, chief revenue officer at 180byTwo. Ads.txt adoption is creating ripple effects throughout the media ecosystem. Launched by the Interactive Advertising Bureau as a way to combat fraud caused […]
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OPINION: Data-Driven ThinkingThe Silver Lining In Lost Business
“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 Shachar Shamir, co-founder at Ranky. Too often, marketing and sales folks work hard to move leads through the sales funnel, only for some of those customers to leave after making […]
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OPINION: Data-Driven ThinkingIs CRM The Future Of Agencies?
“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 Ka Mo Lau, chief operating officer and chief financial officer at Thunder. The agency industry has had an identity crisis in recent years in the wake of digital media’s disruption. […]
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OPINION: Data-Driven ThinkingIs Your Data Healthy?
“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 Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. How much do we really know about the data we use? A company’s advertiser, agency or […]
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OPINION: Data-Driven ThinkingFor Ad Agencies to Survive, Transparency Must Be More Than Just A Buzzword
“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 Romoff, head of global agency and channel sales at LinkedIn. Ad agencies face an existential crisis, years in the making, and it feels particularly urgent at this moment. There […]
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OPINION: Data-Driven ThinkingAI In Marketing: Where And When It Can Make A Difference
“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 Dana Hayes, president at ShareThis. Today’s CMO is tasked with the challenge of understanding a far greater number of channels, platforms and technologies than ever before. Couple that with the […]
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OPINION: Data-Driven ThinkingFacebook-Cambridge Analytica Shows The Importance Of Data And Trust In 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 Joshua Lowcock, executive vice president and chief digital and innovation officer at UM Worldwide. The advertising industry often talks about trust – trust between advertisers and their agencies, trust between […]
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OPINION: Data-Driven ThinkingBlockchain Is Here, But Legal And Practical Issues Abound
“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. Blockchain technology took off in 2017 across a wide array of industries and may […]
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OPINION: Data-Driven ThinkingHow Change Blindness Diminishes Advertising Effectiveness
“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 Serge Ioffe, co-founder and chief technology officer at RevJet. In a study conducted several years ago, while counting the number of times several jugglers passed a ball back and forth, […]
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OPINION: Data-Driven ThinkingAd Tech Isn’t Overpriced
“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 Shebbeare, co-founder and chief product officer at Essence. One can’t fail to notice the headlines about big brands taking their money back to traditional channels, grumbling that the programmatic […]
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OPINION: Data-Driven ThinkingHow To Survive In A First-Price, GDPR World
“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. Imagine it’s 2016, and a marketer is programmatically targeting EU consumers with behavioral data and buying those impressions on a second-price auction. When […]
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OPINION: Data-Driven ThinkingGDPR And The Confounding Question Of ‘Legitimate Interest’
“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 Eric Berry, CEO at TripleLift. The General Data Protection Regulation (GDPR) is going into force in late May and could either devastate the programmatic ecosystem in Europe, along with the […]
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OPINION: The Sell SiderAs More Brands Demand Transparency, Publishers Must Answer The Call
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Susan Panico, senior vice president of strategic solutions at Pandora. Unilever CMO Keith Weed made headlines at the IAB Annual Leadership Meeting when he threatened to pull advertising investment from online platforms that create […]
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OPINION: Data-Driven ThinkingIs A Single Viewability Standard Possible?
“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 Bradley Timmers, director of product management at Integral Ad Science. The last four years have seen digital advertising adopt viewability as a primary measure of media quality, with numerous agencies, […]
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OPINION: Data-Driven ThinkingWhat Really Matters In Ad Tech
“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 Nathan Brixius, vice president at 84.51° Data and analytics are often used in dubious ways for dubious ends. Bob Hoffman and others have written about their frustrations of an industry that needs […]
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OPINION: Data-Driven ThinkingDeterministic Data Isn't What It Seems
“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. Metadata is necessary to wield identity with the same accuracy as the triopoly – Facebook, Google and Amazon. The triopoly has great metadata […]
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OPINION: Data-Driven ThinkingComplexity Vs. Simplicity: Betting On The Future Of Marketing Technology
“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. If you are going to start a new company or grow an existing one in the marketing technology world, you need to first place a […]
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The Transparency Hangover
“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. Spurred by the groundbreaking ANA K2 report, marketers spent the latter half of 2016 and much of 2017 talking about transparency. We went from pushing […]
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Political Targeting In A Post-Cookie World
“AdExchanger Politics” is a recurring feature that tracks developments in politics and digital advertising. Today’s column is written by Jordan Lieberman, politics and public affairs lead at Audience Partners. Happy election season, everyone. I’ve got good news and bad news. The bad news is that many of those who enter the political advertising space right […]
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OPINION: Data-Driven ThinkingMedia For Brands On A 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 Jason Dille, vice president of media at Chemistry. Nature tends to favor the large – except when it doesn’t. Take the African elephant, the largest land-based animal on the planet, […]
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OPINION: The Sell SiderWhen The Data Is Great, But The Campaign Fails Anyway
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. With each passing quarter, the share of marketer budgets allocated to data grows, and with that growth comes greater scrutiny – rightly so. And yet this […]
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OPINION: Data-Driven ThinkingThe Winners And Losers In The Impression ‘Rightsizing’ Event
“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 Judy Shapiro, founder and CEO at engageSimply. I don’t believe it’s an overstatement to suggest we are witnessing the first real rightsizing of digital media impressions since ad tech became […]
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OPINION: Data-Driven ThinkingIs Transparency Fueling Advertiser Paranoia?
“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. Digital advertisers say they want transparency, but I’m not sure many would know what to do with it once they […]
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A Marketer’s Guide To Ad Tech Consultants, 2018 Edition
by Sarah Sluis and Alison Weissbrot Even the most sophisticated marketers need assistance crossing the Lumascape – or just figuring out what the heck to do with all their data. Since AdExchanger wrote its initial Guide to Ad Tech Consultants three years ago, new companies have emerged and those previously featured have added new areas […]
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OPINION: Data-Driven ThinkingPII May No Longer Be The Third Rail Of Ad Tech
“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 Gary Kibel, a partner in the digital media, technology and privacy practice group at Davis & Gilbert. In the past, if you mentioned personally identifiable information (PII) to someone in the […]
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OPINION: Data-Driven ThinkingMarketers Ignore Retention And Loyalty At Their Peril
“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 Marc Kiven, founder and chief strategy officer of Signal. CEOs know that the most valuable customers are those they already have. Unfortunately, most marketing campaigns are still oriented toward acquiring new customers […]
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OPINION: On TV & VideoGoogle’s Browser Changes Highlight The Need For Better Video Strategies
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Field Garthwaite, CEO and co-founder at IRIS TV. In addition to Facebook’s latest changes to the news feed, the important changes taking place in Google Chrome, the world’s most popular browser, are forcing […]
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OPINION: Data-Driven ThinkingCould The Chrome Ad Blocker Help Programmatic Move Past The Click-Through Rate?
“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 Lehman, vice president of supply at TripleLift. Despite efforts to evolve private marketplaces, investment in automated guaranteed and recent developments around non-standard formats being transacted programmatically, the indirect channel […]
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OPINION: Data-Driven Thinking
The Ad Industry Needs An ‘Amnesty Day’ To Come Clean And Move Forward
“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. Stop me if you’ve heard this one: Guy tells his doctor that his brother thinks he’s a chicken. The doctor says, “Why don’t […]
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OPINION: On TV & VideoBrand Appropriateness: Marketers Need A Deeper Understanding of Context And Impact
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andreas Goeldi, chief technology officer at Pixability. The digital advertising industry needs to move away from the incendiary headlines toward a more nuanced perspective of brand safety. Marketers should not view the issue as […]