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OPINION: The Sell SiderPublishers Need To Step Up To Get A Clean Slate
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Andy Vogel, global head of digital products at NewBase. The ad supply chain is underregulated, and this has become obvious with the recent Financial Times spoofing scandal that uncovered at least six industry players offering fake inventory. With […]
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OPINION: Data-Driven ThinkingAdvertisers’ Biggest Misconceptions About Silicon Valley’s Two 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 Jared Belsky, president at 360i. Coming fresh off my latest trip to Palo Alto visiting with tech powerhouses and the C-suite of one of my favorite clients, I’m feeling energized, […]
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Roku Ad Revenue Surges; China Gov Big On Facebook Ads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Roku Surges Roku shares jumped more than 50% after reporting strong revenue growth in its first public earnings report on Wednesday. The streaming video service’s hardware sales, consisting of its namesake connected TV-box devices, grew 3.8% to $67.3 million. Roku’s software revenue, encompassing its […]
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AT&T-Time Warner Merger In Doubt; Pandora Offers Connected Home Segments
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AT&T-Time Warner Merger In Doubt The AT&T-Time Warner acquisition seemed like a shoo-in under a merger-friendly administration. The market had confidently priced in the deal with a timeline for this year. But CNN reports that the Department of Justice is demanding Time Warner either […]
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OPINION: Data-Driven ThinkingForget The Funnel, Focus On Growth
“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 McDonald, executive vice president and group account director at DigitasLBi. About 30 minutes into the movie “Argo,” CIA officer Jack O’Donnell (played by Bryan Cranston) remarks, “This is the […]
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OPINION: Data-Driven ThinkingAmazon, Personalization And The AI Effect
“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 Jennifer Pelino, senior vice president of omnichannel media at Information Resources Inc. (IRI). When my 5-year-old son opened his birthday present from my 72-year-old mother this summer, he proclaimed that Grandma […]
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OPINION: Data-Driven ThinkingHow To Avoid Wasting Your Entire Digital 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 Adam Heimlich, senior vice president and managing director of HX at Horizon Media. Digital display advertising is effective. It works a lot like TV advertising, lifting awareness a little bit across […]
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OPINION: Data-Driven ThinkingIt’s Time Marketers Realize That Supply Is Not Unlimited
“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. In the early 2010s, a few assumptions seemed undeniable for media buyers. They believed programmatic was growing rapidly with user-level targeting, for example, providing […]
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OPINION: Data-Driven ThinkingCritical Questions Often Go Unanswered Before The Campaign Launches
“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 Mollie Parker, director of analytics and tech ops at DWA Media. When an agency and client first start working together, it’s crucial to get on the same page before a campaign […]
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OPINION: Data-Driven ThinkingThe World Of Data: Hoarders Vs. Sharers
“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 my last AdExchanger column in September, I discussed truth and religion data companies. Truth data companies are backward-looking, focusing on data that can reveal […]
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OPINION: Data-Driven ThinkingLoyalty Economics: More Than The Value Customers Bring To Brands
“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 Anna Saffer, director of strategic customer intelligence at 84.51°. Loyalty economics has traditionally been defined as evaluating how much a customer is worth to a brand over time. Whether a […]
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The Complexity Ruse
“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 find it interesting to hear people complain about programmatic being too complicated. They say that they are essentially helpless to figure out how to […]
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OPINION: Data-Driven ThinkingWhat Game Theory Can Teach Us About Media Budgets, Agency Reshuffles And Attribution
“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. Every October, the Nobel committee hands out its annual prizes in recognition of academic, cultural or scientific advances. While there is no award […]
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OPINION: Data-Driven ThinkingThe Great Ad Tech Cleanup
“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 Terence Kawaja, founder and CEO at Luma Partners. Following the acquisitions of Rocket Fuel, MaxPoint Interactive and YuMe and the divestiture of Tremor Video’s demand-side business, there will be no […]
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OPINION: The Sell Sider2018: The Year Of The Text File
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. The buzz in programmatic media these days is about “exciting” topics like supply-path optimization, first-price auctions, video header bidding and blockchain. One theme that could use more analysis is Ads.txt. Ads.txt […]
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OPINION: Data-Driven ThinkingAd Tech Partnerships: Catalyst Or Crutch?
“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 Van Fleet, managing partner at Van Fleet Capital Strategies. The crowded nature of the ad tech landscape is well known but what gets less attention is the fundamental question […]
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OPINION: Data-Driven ThinkingIndustry Standards To Fight Fraud Might Be A Double-Edged Sword
“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 Salah Shami, senior director of product at Bidtellect. It’s not news that leaders in the digital advertising industry have expressed concern over the prevalent challenges with fraud, brand safety and […]
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OPINION: Data-Driven Thinking3 Hurdles Loom Before Advertisers Will Adopt Blockchain
“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 Manny Puentes, founder and CEO at Rebel AI. As innovative as the invention of the automobile was on its own, cars didn’t become commonplace until the assembly line and nationwide […]
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OPINION: Data-Driven ThinkingThe GDPR Butterfly Effect: What Comes After The Agency M&A Spree?
“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 Tobin Ireland, co-founder and CEO at Smartpipe. When it comes to adding agencies to their portfolios, the major media groups are certainly not afraid to spend big. There were 398 […]
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OPINION: Data-Driven ThinkingForget Everything You Know About Your Customers
“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 Chris Peterson, managing partner at R2C Group. We marketers love to imagine our customers. We want to see them, understand them and get inside their heads. We make PowerPoint slides […]
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OPINION: Data-Driven ThinkingWill Amazon Buy A Consultancy Or Will Consultancies Learn From Amazon?
“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. While WPP’s Martin Sorrell has sounded the alarm, the rest of the industry is just catching on: Amazon is racing ahead to own […]
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Today’s CMO Must Redefine Marketing And Identity
“Managing the Data” is a column about customer and audience data strategy written by longtime AdExchanger contributor Chris O’Hara. Today’s consumers are highly demanding. They expect curated movie recommendations from Netflix, one-click restaurant reservations from OpenTable, on-demand limousine service from Uber, limitless housing options from Airbnb and the world of commerce available 24/7 from Amazon […]
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OPINION: Data-Driven ThinkingAs The Duopoly Reigns, Others Can Still Take Market Share In 3 Key Areas
“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 Hannu Verkasalo, founder and CEO at Verto Analytics. As tech behemoths dominate search, enterprise services, social networking and mobile, Facebook and Google run a duopoly with no signs of stopping. […]
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OPINION: Data-Driven ThinkingIs Attribution The Solution To Ad 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 Jim Spaeth, partner at Sequent Partners. I’ve heard anecdotally that somewhere between 50% and 70% of digital advertising spend is wasted, completely ineffectual. Fraudulent impressions could account for 30% to […]
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OPINION: Data-Driven ThinkingBreaking Down Data's Walled Gardens Starts With Companies Becoming 'Allies'
“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 Elmar Mamedov, vice president of engineering and analytics at Thinknear. With the walled gardens of Google and Facebook attracting up to 85% of the new advertising dollars entering the digital space, […]
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OPINION: Data-Driven ThinkingAuction Mechanics: A Buyer’s Perspective
“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 Alexandre Cotarmanac’h, senior director of publisher products at Criteo. There is a fundamental dynamic in any price negotiation: Both parties are trying to find out each other’s bottom line. This haggling […]
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OPINION: Data-Driven Thinking
ROI-Based Planning: The Antidote To Zero-Based Budgeting
“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. Zero-based budgeting is the new buzzword in our industry. It even comes with a snazzy acronym: ZBB. Last month, Verizon said that it […]
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OPINION: Data-Driven ThinkingThe Problem With Metrics
“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 Zane McIntyre, co-founder and CEO at Commission Factory. Advertisers know that measuring success based on reach doesn’t lead to conversions. Yet impressions, clicks, social shares, quality scores and time on […]
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OPINION: Data-Driven ThinkingData Quality: In Demand But Hard To Define
“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 Downie, senior vice president and general manager of data solutions at Lotame. Marketers can have all the data they could ever want, but if that data is of low […]
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Google's Ad Blocking Strategy; Snap's Ties That Bind
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Ad Blocking Rationale Google Ads and Commerce SVP Sridhar Ramaswamy clarified the tech giant’s rationale for baking an ad blocker into its Chrome browser. In short: Google wants to ensure there’s no need for third-party ad blockers in mobile. “It’s only technology that’s […]