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Articles By Staff
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OPINION: Data-Driven ThinkingThe Rise (And Fall?) Of The Brand-gorithm
“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 a recent AdExchanger Talks podcast, Nate Woodman of IPONWEB surfaced the specter of what we might call the brand-gorithm: a proprietary algorithm […]
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OPINION: Data-Driven ThinkingFuture Digital Advertising Hiring Wars Will Be Fought Over Creatives
“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 Levin, CEO at Donut Media. Ask a venture capitalist how to build a great technology company and they’ll likely tell you to hire great engineers. Ask them how to […]
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OPINION: Data-Driven ThinkingAfter Apps Won Round 1, How Will We Monetize The Future Of Mobile?
“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 steady march from desktop to mobile has been an incontrovertible truth over the past several years. While it is obvious that mobile is the […]
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OPINION: Data-Driven ThinkingHolistic Attribution Will Not Be Achieved Anytime Soon
“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. One thing consistently mentioned at conferences by marketers and agencies is the need for simplicity and standardization – “Just tell us what to […]
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OPINION: Data-Driven ThinkingCounting On Attribution: Is It Art Or Science?
“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 Carla Holtze, CEO and co-founder at Parrable. I spent some time over the holidays with an old friend who used to work in the music business back the 1970s and […]
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OPINION: Data-Driven ThinkingMicrotargeting, Measurement Can Help Unlock In-App Brand Dollars
“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 Kershaw, chief product and engineering officer at Rubicon Project. In the next three years, nearly 700 million new consumers will access the internet for the very first time, according […]
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OPINION: Data-Driven ThinkingIn China, Native Ads Are Getting Lost In Translation
“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 Welby Chen, chief business officer at Inneractive. Despite reports of a slowing economy, digital ad spend in China is predicted by eMarketer to double from $40.42 billion last year to more than […]
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Snap's S-1 Reveals A Mobile And Video Powerhouse In Hyper Growth
By Kelly Liyakasa and Alison Weissbrot Snap Inc. brought in $404.5 million in revenue in 2016, six times the $58.7 million it made in 2015 and higher than some investors had estimated, the company disclosed Thursday in its long-anticipated S-1. The popular photo, video and messaging app company aims to raise $3 billion in an […]
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OPINION: Data-Driven ThinkingIn A Matchup Against Transparency, Privacy Loses
“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 Green, CEO at Magnetic. Radical transparency is humanity’s natural state. Look at business organizations, the state of politics or your own personal relationships and it’s clear that people are […]
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OPINION: Data-Driven ThinkingProgrammatic Consolidation Is Coming, But Where?
“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 Gil Rachlin, vice president of products and R&D at Sizmek. The programmatic landscape has recently seen a rise in generic core platforms, forcing participants to look more closely at the factors […]
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OPINION: Data-Driven ThinkingStopping The Next Methbot Requires New Rules For Fighting Fraud
“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 Greene, vice president of product strategy at AudienceScience. The recent report from online ad fraud-detection vendor WhiteOps about the millions of dollars lost to the Methbot fraud operation was the […]
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OPINION: Data-Driven ThinkingHow To Get The Most Out Of The Bring-Your-Own-Data Era
“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 Joseph Lavan, vice president of data and insights at Netmining. Online advertisers have a New Jersey diner-style menu of options for using data in their campaigns, with a glut of […]
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OPINION: Data-Driven ThinkingExpect Invalid Traffic, But Don’t Tolerate Methbot
“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 Arnold, senior director of marketplace quality at The Trade Desk. The plague of invalid traffic (IVT) is well documented across the industry, particularly in recent weeks with the discovery […]
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OPINION: The Sell SiderPublishers Must Think Locally When Expanding Globally
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Kumaran Ramanathan, chief executive at IDG Global Services. Global media companies – or any global company, for that matter – face a complex set of challenges when they try to equitably invest at the […]
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OPINION: Data-Driven ThinkingThe Great Paradox Of ‘Precision At Scale’
“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 Brown, founder and CEO at Centrally Human. Of all the jargon being tossed around digital conversations these days, the phrase “precision at scale” is becoming increasingly common. Everyone wants […]
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OPINION: Data-Driven ThinkingTaking Ad Tech Beyond Media And Making It Truly Sticky
“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 by Bruce Falck, CEO at Turn. In 1968, 3M scientist Spencer Silver invented an adhesive that could stick to a surface over and over without leaving residue when removed. The invention wasn’t […]
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OPINION: Data-Driven ThinkingElf On The Shelf: 2016 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 Lung Huang, head of strategic partnerships at 84.51°. Well, the holidays are here and many of us are either hitting the after-Christmas sales or dreading those final projects we put […]
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OPINION: Data-Driven ThinkingMachines Vs. Media-Buying Jobs: Is Your Position On The Line?
“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 Pancer, chief operating officer at Dstillery. The robots have arrived, quipped a very recent Newsweek article, and they are “coming to take your jobs, your homes, your children.” Should you be […]
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OPINION: Data-Driven Thinking
Ad Buyers And Sellers: Unite And Share More Bid 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 Jay Friedman, chief operating officer at Goodway Group. It’s generally thought that second-price auctions are better at extracting maximum bids from buyers than first-price auctions. The auction mechanics of eBay, the […]
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OPINION: Data-Driven ThinkingWith GDPR On The Horizon, It’s Time For Marketers To Get Some Religion
“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 Todd Ruback, chief privacy officer and vice president of legal affairs at Ghostery. There has been a vast amount of misguided content on General Data Protection Regulation (GDPR) flying around […]
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OPINION: Data-Driven ThinkingOrdered Chaos: Is The Marketing Funnel Capable Of Much More?
“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 Matthew Mobley, chief technology officer at Merkle. At a marketing event I recently attended, there was one aspect that resonated with me the most: the marketing funnel and how marketers […]
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OPINION: Data-Driven ThinkingAs PII And Other Data Merge, How Will The Identity Graph Evolve?
“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 Alan Chapell, president at Chapell & Associates. ProPublica’s Julia Angwin broke the news recently that Google has quietly begun to merge personally identifiable information (PII) with the ad-serving data collected […]
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OPINION: Data-Driven ThinkingMobile Apps: Today’s Prime Time
“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 Ryan Griffin, senior vice president of strategy at Opera Mediaworks. Five years ago, millions of people watched the same programs and commercials at the same time, often leading to an […]
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OPINION: Data-Driven ThinkingMarketers Must Prepare For When Platform Giants Make Measurement Mistakes
“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 Alon Amit, co-founder and vice president of product at Origami Logic. Facebook’s recent admission that it miscalculated the average view time of video ads for two years has sparked discussion […]
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OPINION: Data-Driven ThinkingTo Compete With Amazon, Don’t Ruin A Targeted Campaign With Generic Creative
“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 Hirsch, CEO at YellowHammer Media Group. There are two times each year when brands’ advertising strategies are scrutinized by the general public: the Super Bowl and the kickoff of […]
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OPINION: Data-Driven ThinkingThe Quest For Scale Is Ruining The Digital Ad Industry
“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 Yael Avidan, vice president of product at Adelphic. The first question marketers or agencies ask ad tech vendors or media companies is probably this: “That audience is perfect, but can […]
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OPINION: Data-Driven ThinkingDon’t Become ‘That 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 Nancy Hall, senior vice president at Conversant. Whether it’s a phone, laptop or tablet, cross-device matching accuracy is essential to overall marketing success. The largest obstacle of optimal accuracy is […]
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OPINION: Data-Driven Thinking
Pay To Play: The Future Of The Marketing Cloud
“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 Carla Holtze, CEO and co-founder at Parrable. During the really early days of digital media, AOL and CompuServe were basically the only two consumer portals and total digital ad spend […]
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AT&T To Acquire Time Warner, Becoming Latest Media Giant With Cross-Device Mojo
By Kelly Liyakasa, Sarah Sluis and Allison Schiff Update: AT&T has reached a deal to acquire Time Warner for $85.4 billion. The move gives the telco some seriously premium media assets, including HBO, Warner Bros., CNN, Turner Broadcasting and DC Comics. Yes, AT&T will own Batman. While the telco got a distribution outlet when it merged with DirecTV […]
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OPINION: Data-Driven ThinkingThe IAB's Dynamic Ad Standard Will Bridge The Divide Between Data And Creativity
“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 Diaz Nesamoney, CEO at Jivox and co-chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group. The Interactive Advertising Bureau (IAB) this week introduced the industry’s first standard for […]