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AdExchanger
Articles By Staff
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OPINION: Data-Driven ThinkingThe Pain And Promise Of Beacons In Retail
“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 Handly, CEO at Reveal Mobile. Beacons entered the marketing landscape a few years ago with splashy headlines touting large national retail deployments and the ability to engage with customers […]
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OPINION: Data-Driven ThinkingViewability Rewards Intrusive Ads
“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 Phil Schraeder, president and chief operating officer at GumGum. Marketers like Marc Pritchard, P&G’s global brand-building officer, are beginning to throw down the gauntlet on viewability. Few publishers have sat […]
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OPINION: Data-Driven ThinkingReady, Fire, Aim: Consumer Privacy And Mistrust In The Digital Age
“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. 2016 may well be remembered as the year of mistrust. Around the world and here in America, populist movements were fueled by a rising […]
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OPINION: Data-Driven ThinkingB2B Marketers Have The Most To Gain With Universal IDs
“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. Despite the growth of data-driven marketing, it’s actually becoming more challenging and costly for advertisers to identify, track and accurately […]
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OPINION: Data-Driven ThinkingIt’s Still Marketing: We Just Added AI
“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 Zimm Zimmerman, vice president of personalization at Merkle. Yes, it is still marketing. At its core, marketing is still focused on the fundamentals, including brand reinforcement, a compelling offer, incredible […]
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OPINION: Data-Driven ThinkingMaking Your Digital Media Job ‘Automation-Proof’
“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 the human brain is conditioned to do is take shortcuts in making assessments and decisions. Without this, we’d be stuck in […]
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OPINION: Data-Driven ThinkingThe Death Of The Third-Party Ad Exchange
“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 Rajeev Goel, co-founder and CEO at PubMatic. The lifespan of and need for specialized technology providers in the ad tech industry, from sell-side platforms (SSPs) and demand-side platforms (DSPs) to […]
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OPINION: Data-Driven ThinkingDoes ‘Big Data’ Need To Be Rebranded?
“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 Rachael Hadaway, vice president of solutions strategy at 84.51°. I read news articles decrying the failures of big data all the time. They usually begin with how the massive amount […]
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OPINION: Data-Driven ThinkingRemade FCC Sets The Stage For Creation Of New Ad Tech 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 Eric Berry, CEO at TripleLift. The conditions created by the new regulatory posture of the Federal Communications Commission (FCC) under President Donald Trump are ripe for broadband providers to blossom […]
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OPINION: Data-Driven ThinkingCan Facebook Catch Up To Google In Travel 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 Stephen Taylor, senior vice president of enterprise solutions at Sojern. Google set its eyes on the travel industry a while ago. Travel is one of its top ad revenue sources. […]
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The Top Ten Programmatic Advertisers
by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the […]
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OPINION: Data-Driven ThinkingMedia Vendors Should Remember Who Pays The Bills
“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 Paul Wright, CEO at iotec. In the last few weeks I have had time to think about media before the web came into our lives. Before the first “Trainspotting” and […]
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OPINION: Data-Driven ThinkingAI Will Power The Omnichannel Revolution
“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 Tasso Argyros, co-founder and CEO at ActionIQ. Technology revolutions are messy. I know. I lived through one with my last company, Aster Data. But if you survive a tech revolution, you are […]
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OPINION: Data-Driven ThinkingMarketers’ Digital Romance Is Out Of Touch With Retail Reality
“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 Mitchel, senior director of programmatic solutions at MaxPoint. The New Year was sobering for many reasons, not the least of which were reports of physical retailers closing store locations. […]
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OPINION: Data-Driven ThinkingThe Digital Advertising Industry Has An Identity And Data Integrity Problem
“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 officer at UM Worldwide. Despite what you may have been led to believe, the real problem facing the digital industry is not […]
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OPINION: Data-Driven ThinkingIs There Such A Thing As Too Much Retargeting?
“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 Seph Zdarko, director of data, modeling, partnerships and attribution initiatives at Quantcast. Retargeting has been a very profitable tool for the online advertising industry, without question. Many companies built their entire businesses […]
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OPINION: Data-Driven ThinkingBrand Authenticity: Easy To Recognize, Hard To Manufacture
“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°. We live in a world of handmade this and small-batch that. Organic, grass-fed, cage-free candy bars, anyone? It is pretty clear […]
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OPINION: Data-Driven ThinkingLocation Intelligence: Insights From The Inside On Consolidation Ahead
“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 Steven Rosenblatt, president at Foursquare. Consolidation: It’s something that no industry is immune to but that many benefit from. For marketers and advertisers still learning how to leverage location intelligence, […]
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OPINION: Data-Driven ThinkingUnderstanding The Value Of Ad Inventory: Targeting Is Only Half The Battle
“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 Arthur Hainline, director of analytics at Bidtellect. Real-time bidding’s emergence promised a lot of efficiencies and advancements in digital advertising, one of which was to establish fair prices for advertising […]
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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 Thinking
After 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 Thinking
Holistic 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 […]