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AdExchanger
Articles By AdExchanger
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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 ThinkingThe 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 […]
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OPINION: Data-Driven ThinkingReexamining The Lookback Window For Mobile Location 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 James Smith, chief revenue officer at Arrivalist. Today, brands mainly use mobile location data to measure media effectiveness by aligning analysis with a specific campaign flight. They’ll look at start […]
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OPINION: Data-Driven ThinkingBeyond Publisher Relationships: Agencies Need To Lead With 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 Barry Lowenthal, president at The Media Kitchen. Media agencies are used to talking to clients about the strength of their publisher relationships. In fact, I think agencies used to brag about […]
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OPINION: Data-Driven ThinkingWhat Is This Thing We Call A CDP?
“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. A new technology appears, seemingly from the ether, and promises to change our lives. Customer data integration, labeling and storage problems will disappear. […]
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OPINION: On TV & VideoTV Advertising Readies For The Performance Of A Lifetime
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Ferber, founder and CEO at Videology. There is nothing new about advertisers’ desire to measure performance. What is new is the desire to tie digital performance metrics to television. It’s something that we […]
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OPINION: Data-Driven ThinkingYou've Gone In-House. Now What?
“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. Taking programmatic in-house can make sense for any big-budget marketer that wants to innovate and take control of its programmatic future. However, while […]
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OPINION: Data-Driven ThinkingA History Of Programmatic And The Era Of Control
“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. Programmatic has come a long way. The constant refrain heard at industry events over the last year is that all media will be […]
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OPINION: Data-Driven ThinkingGet Prepared For The New Era Of Audio Accountability
“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 Jonathan Eccles, director of product management at Pandora. On Jan. 18, the Media Rating Council released a new standard for Digital Audio Measurement, and if your business is even remotely […]
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OPINION: Data-Driven ThinkingKey To Better In-Store Experiences: Functional, Rational And Emotional Mobile Apps
“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 Kim Harris Busdieker, director of customer communications at 84.51°. Sometimes we need to say we got it wrong and we’ll do better. That time has come for the retail industry’s […]
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How Can Brands ‘Converge’ Ad Tech And Mar Tech?
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Tony Ralph, director of data and marketing technology at Intuit QuickBooks. With at least one notable exception, nearly all researchers predict the inevitable convergence of the mar tech and ad tech ecosystems. Predictions aside, as a […]
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OPINION: Data-Driven ThinkingOld Data Is Holding Back Mobile 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 Taylor West, general manager, North America, at Zeotap. As the Eagles and Patriots compete for the Vince Lombardi Trophy this weekend, a slew of advertisers will be fighting for customers’ […]
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OPINION: Data-Driven ThinkingWill The Ad Industry Move To A Sales Guarantee?
“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 O’Grady, CEO at Nielsen Catalina Solutions. Attention. Human-viewable. Audience. Fraud-free. Sales. Over the past year, media companies and data providers have worked together to offer secondary media guarantees based […]
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OPINION: Data-Driven ThinkingGetting Attribution Right Means Adopting A Digital Mailbox
“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 Ray Kingman, CEO at Semcasting. Old models die hard. For more than a decade, attribution meant crediting the last click. But in an increasingly personalized and multichannel world, last-click has […]
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OPINION: Data-Driven ThinkingThe Strategic Impact Of GDPR (With Emoji)
“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. Let’s start with a disclaimer: I’m no expert in GDPR (General Data Protection Regulation). If I were, I’d be billing by the hour for my […]
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What’s New For 2018? Nothing
“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. I realize I’m late to the game with the year-ahead predictions, but this year the annual ad tech soothsaying has hit a nerve. The slow […]
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OPINION: The Sell SiderThe Hard Truth About Targeting Away From Hard News
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, vice president of programmatic strategy at Intermarkets. For many, the news has not brought much joy in the last year; it seems to have brought more controversy than ever before. That’s created […]
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OPINION: Data-Driven ThinkingAn Evolution, Not A Revolution: Underscoring The Nuances Of 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 Guillaume Marcerou, global privacy director at Criteo. When General Data Protection Regulation (GDPR) goes into effect on May 25, it will unify the various data privacy laws that exist across […]
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Google Adds Retargeting Controls; Ebiquity Joins Marketing Tech Fray
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. You The User Google announced major changes to its advertising control features. Users can now see brands that are targeting them for retargeting campaigns – what Google calls “reminder ads” – and decide whether to shut them down. Next it will expand the tool […]
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ComScore Allegedly Exploring Sale; NBCU's TV Advertising Holds Steady
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Settle An Old Score Changes are afoot at comScore, but it’s unclear if those changes are for the better or the worse. Bloomberg reports comScore has enlisted Goldman Sachs to explore a potential sale, though no formal talks have begun. The measurement firm also […]
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OPINION: Data-Driven ThinkingAs 2018 Gets Under Way, Digital Ad Execs Are Worried About These Five Issues
“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 Schenkel, vice president of programmatic at GumGum. Correction: This column has been updated to more accurately characterize Chrome’s ad-blocking enforcement. Per Google, a single noncompliant ad format or creative […]
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OPINION: Data-Driven ThinkingProgrammatic Efficiency Should Focus On Audience, Inventory and Working Media
“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 Will Luttrell, founder and CEO at Amino Payments. For years, programmatic was considered the efficient channel for media buying. And it is, depending on how you define “efficient.” I would […]
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Forget Viewability: Your Ads Aren’t Serving
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Bennett Rosenblatt, rider display marketing lead at Uber. At Uber, our programmatic strategy prioritizes transparency and trust above all. We run campaigns in an enterprise self-service demand-side platform (DSP) and leverage a transparent ad server to […]
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OPINION: On TV & VideoTV Advertisers Need Better Audience Segments
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Weiss, chief technology officer and chief data scientist at Dativa. With online segments overlaid on linear schedules, many are hoping for a golden age of TV advertising, where brands can break out beyond […]
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OPINION: Data-Driven ThinkingWe Have The Data, But We Need Better Ways To Activate 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 Ed Camargo, vice president of paid media at PMX Agency. As marketers, we are constantly prompted to consider the question, “How do people intuitively engage with media?” We are, after […]
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OPINION: Data-Driven ThinkingPoint-Counterpoint: Why The Open Markets Will Continue To Thrive
“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. This point-counterpoint between Adam and Emily Del Greco was written in response to the question: What is the […]
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OPINION: Data-Driven ThinkingPoint-Counterpoint: Why The Open Markets Are Closing
“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 Emily Del Greco, founder at Del Greco Solutions. This point-counterpoint between Emily and Adam Heimlich was written in response to the question: What is the future of the open exchange? […]