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Articles By Staff
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OPINION: The Sell SiderThe Ad Tech Do-Over: What Will You Do Differently With In-App Header Bidding?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by David Jakubowski, director of publisher solutions at Facebook. The benefits of header bidding on the web are well documented: Publishers receive an average increase of 15% to 30% – even as high as 50% […]
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Google Partners With Walmart; Brand Safety Side Effects
Googling For Shoppers By the end of September, Google will have integrated Walmart into its Google Express shopping service for voice-activated home speakers and Google Assistant-enabled devices. Google Express offers free, one- to three-day delivery for retail partners – including Target, Costco, Stop & Shop and Walgreens – for orders over a store-set minimum (typically […]
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OPINION: Data-Driven ThinkingThe ‘Who’ And ‘How’ Behind Data-Driven Decision-Making
“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 Milen Mahadevan, chief operating officer at 84.51°. As the explosion of data grows, many are consumed with questions of data quality, connectedness and infrastructure, not to mention what to do […]
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Salesforce Marketing Cloud Achieves $1 Billion Run Rate; MRC Preps New 'Duration Weighted' Metric
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Head of Steam The acquisition of Krux appears to be paying off for enterprise cloud giant Salesforce. The company’s Marketing Cloud–now on a $1 billion run rate for 2017–turned in Q2 revenue of $317 million, a 36% increase over Q2 2016. The acquisitions of […]
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OPINION: Data-Driven ThinkingIs Blockchain The Best Solution For Ad Tech’s Most Pressing Problems?
“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. Such is the state of the tech industry today that companies are trying to solve nearly every problem with the blockchain. Advertising technology is not […]
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OPINION: Data-Driven ThinkingWith An Eye On Transformation Via Acquisition, Non-Tech Companies Scoop Up Tech Firms
“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 Kelly, CEO at Kelly Newman Ventures. In 2016, non-tech companies bought more tech companies than ever before. According to Bloomberg, 682 technology firms were purchased by companies in an industry […]
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OPINION: Data-Driven ThinkingHow Does Amazon Stack Up As A Duopoly Contender?
“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. Despite not having an ad-focused business model, Amazon keeps Sir Martin Sorrell up at night and is the most likely candidate to […]
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OPINION: Data-Driven ThinkingDespite Challenges, Programmatic Is Evolving To Deliver On Brand Safety
“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 Mahlman, president of ad platforms at Oath. With spend growing by more than 72% over the past three years, programmatic is the backbone of online advertising. For advertisers, automated buys […]
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OPINION: Data-Driven ThinkingJudge Gives The Green Light To Third-Party Cookies
“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. Do you switch to “incognito mode” when you browse for things you want to keep private? Do you regularly delete the cookies on […]
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OPINION: Data-Driven ThinkingSurvival Of The Fittest: The Ad Tech Edition
“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 Martin, global business development manager at Playwire Media. Technological advances and a narrower focus on brand safety and inventory transparency (finally) have moved the digital media needle in the […]
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The Five Principles Of Modern Marketing
“Managing the Data” is a column about customer and audience data strategy written by longtime AdExchanger contributor Chris O’Hara. Every marketer and media company these days is trying to unlock the secret to personalization. Everyone wants to be the next Amazon, anticipating customer wants and desires and delivering real-time customization. Actually, everyone might need to […]
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OPINION: Data-Driven ThinkingFor Better Performance, Advertisers Must Take Direct Control Of The Inventory They Buy
“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 Wayne Blodwell, founder and CEO at The Programmatic Advisory. So far this year, header bidding has been adopted at scale by many of the world’s largest publishers. But it hasn’t […]
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OPINION: Data-Driven ThinkingApple’s Upcoming Safari Changes Will Shake Up 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 Auren Hoffman, CEO at SafeGraph. In September, Apple will release new changes to Safari with iOS 11 called “Intelligent Tracking Prevention.” These changes will have large effects on the ad […]
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OPINION: Data-Driven ThinkingAutonomous Cars Could Jumpstart A New Drive-Time Marketing Paradigm
“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 Steve Sachs, CEO at OneSpot. Each day, millions of Americans grab a cup of coffee, jump into their cars and turn on the radio to hear the weather, day’s news […]
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OPINION: Data-Driven ThinkingIn A Market With No Ratings Standards, How Can the Best Data Win?
“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 Herbst, vice president of programmatic data solutions at Bombora. Oil, steel, movies, games, credit, alcohol, stocks and bonds: They are all bought and sold, and each is rated by […]
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OPINION: Data-Driven ThinkingSo, You Have Unique 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 Ari Paparo, CEO at Beeswax. If you’re like me, you get calls, introduction emails and LinkedIn messages all the time from companies trying to figure out how to get the […]
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OPINION: Data-Driven ThinkingUntil We Fix Location Data Inaccuracy, We Will Never Close the Mobile Spending Gap
“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 Ocean Fine, vice president of agency and strategic partnerships at Factual. The ability to leverage location data – not just to launch targeted advertising campaigns, but to learn about an […]
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OPINION: Data-Driven ThinkingThe Right Social Media Metrics Are Different For Every 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 Amber Naslund, senior director of industry leadership at Hootsuite. Many businesses struggle to measure their social media efforts. For most, the trouble starts right at the beginning: What, exactly, should we […]
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OPINION: Data-Driven ThinkingAd Tech Desperately Needs Data Exchange Standards
“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 Sanjay Agarwal, vice president of engineering at Drawbridge. In the ad tech ecosystem before OpenRTB, proprietary protocols caused long integration cycles, more code complexity and maintenance and custom logic for […]
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OPINION: Data-Driven ThinkingMarketing-Mix Modeling: Leaping Over The Walled Gardens’ Gates
“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 Voda, CEO at OptiMine. In the last six months, both Facebook and Google have launched formal, public marketing-mix modeling (MMM) partnership programs. Participating vendors are allowed special access to […]
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A Call For Brands: Time To Get into The Weeds On Media
“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. Belinda will present “EA’s Programmatic Arts” at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on October 25-26. I’ve spent a lot of time talking to brands that […]
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OPINION: Data-Driven ThinkingA Few Good Reasons To Confront Digital Advertising’s Essential Truths
“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. In the famous scene from the 1992 movie “A Few Good Men,” Jack Nicholson’s character asks Tom Cruise if he wants answers, to which Cruise’s […]
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OPINION: Data-Driven ThinkingCustomer Perception Data May Be The Best Defense Against Disruptors
“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 Sarah Denman, vice president of insights at 84.51°. Every business faces disruptors of some kind. They often come in the form of technology, services or products. We all know their […]
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OPINION: Data-Driven ThinkingGet Politics Out Of Your Marketing
“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 Max Mead, CEO at Acceleration Labs. You were probably expecting to read about why you should boycott politically oriented media properties or remove controversial political intonations from your brand’s messaging. […]
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OPINION: Data-Driven ThinkingTo Extend Or Amplify, That Is The Question
“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 Petri, chief strategy officer at Screen6. A recent report from comScore showed that consumers are spending more time on their smartphones, tablets and connected TVs than ever before, and it’s not necessarily […]
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OPINION: Data-Driven ThinkingIncreasingly Savvy Advertisers Have Got The Big Agencies Worrying
“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 Attila Jakab, managing director at Infectious Media. The digital ad market has a massive elephant in the room. It’s been there for years and everyone knows it’s there, but curiously […]
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OPINION: Data-Driven ThinkingApple’s iOS Blue Bar For Location Will Curb Apps’ Unnecessary Data Collection
“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 Brian Crook, chief product and technology officer at Verve. The location-powered mobile marketing industry might see Apple’s upcoming iOS 11 blue bar for location as a privacy-first development. But what […]
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Dynamic Creative And The Rise Of The Automated Brand
“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 May, the IAB released version 1.0 of its Dynamic Content Ad Standard – only seven short years after its first OpenRTB spec. […]
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OPINION: Data-Driven ThinkingMachine Learning Vs. Artificial Intelligence: Unpacking Their Histories
“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 Ken Rona, chief data scientist at IgnitionOne. There is a lot of excitement and some confusion across the ad industry around machine learning, and for good reason. The availability of […]
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The Top 10 Programmatic Publishers
By Sarah Sluis, Kelly Liyakasa and Alison Weissbrot Some publishers excel in programmatic in ways that make buyers take notice. The best way to stand out in programmatic is by integrating sales teams so it’s easy to buy programmatically and direct with a single conversation. Smart publishers don’t create incentives that make salespeople push direct […]