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Articles By Staff
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OPINION: Data-Driven ThinkingIn The Digital Advertising Industry, Fraud Is A Symptom Of A Larger 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 Roy Rosenfeld, co-founder and CEO at Stands. Sens. Mark Warner (D-Va.) and Chuck Schumer (D-NY) announced last week their intention to step up pressure on the Federal Trade Commission (FTC) […]
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OPINION: Data-Driven ThinkingAn Ever-Expanding Marketing Funnel Creates More Opportunities For Personalization
“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 Craig Dempster, EVP, Agency Group Leader, Merkle. With the celebrity sightings, gourmet food and entertainment and rosé wine flowing, it’s easy to understand why many see events like Cannes Lions […]
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OPINION: Data-Driven ThinkingWho’s To Blame For The Online Advertising Industry’s Civil War?
“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 Christopher Reid, founder at Sortable. The digital advertising industry is at war with itself. And none of the major players – users, publishers, ad tech vendors or advertisers – are […]
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OPINION: Data-Driven ThinkingData ‘Wildcatting’
“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 Noah Jessop, head of data at Liquid. A “wildcatter” is oil slang for someone who drills speculative oil wells, oftentimes in areas not known to be oil fields. This term […]
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OPINION: Data-Driven ThinkingComing Soon: The Addressability Graph
“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. People-based marketing – the ability to reach the right person, at the right time, on the right device – has been a practice […]
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OPINION: Data-Driven ThinkingUnwalling The Garden: What A Free Market Approach Would Look Like
“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. Maybe you rolled your eyes when you heard that some Instagram users were protesting the platform’s decision to change its algorithm so that it surfaces […]
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OPINION: Data-Driven ThinkingComparing Apples To Apples And Other Questions For Auditors
“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 Albrecht, managing partner and co-founder at Crossmedia. Media agencies undoubtedly will come under scrutiny after an Association of National Advertisers (ANA) report on rebate practices comes out on Tuesday. […]
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OPINION: Data-Driven ThinkingWe Need To Wean Ad Tech Off Venture Capital
“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 Jamie Hill, CEO at adMarketplace. Over the past few years, there has been a recurring narrative in the ad tech trades: Ad tech is having a midlife crisis. An ad […]
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OPINION: Data-Driven ThinkingThe Art Of War In Facebook 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 Bob Buch, CEO at Manifest Commerce, a division of Rakuten Marketing. If Sun Tzu were to update “The Art of War” to include modern-day digital advertising, he would say, “When […]
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OPINION: Data-Driven ThinkingAvoiding An Ad Blocking China Syndrome
“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, CEO of Labmatik. Growth in ad blocking has been the topic du jour in the advertising trade press and it is rightly fueling fears across marketers and publishers alike. […]
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OPINION: Data-Driven ThinkingGamified Ads Can Boost Consumer Engagement, Generate Valuable Player 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 Paul Polizzotto, founder and president at CBS EcoMedia. For the advertising industry, the rules of the game are changing fast. Advances in technology are constantly transforming how and when consumers […]
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OPINION: Data-Driven ThinkingAd Fraud Wreaks Havoc On Measurement
“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 Augustine Fou, digital strategist and independent ad fraud researcher. Most clients and partners, trade associations and agencies are aware of digital ad fraud by now. And some have deployed fraud […]
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OPINION: Data-Driven Thinking
As Data Worlds Collide, Marketing Opportunities – And Challenges – Set To Explode
“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 Noah Jessop, head of data at Liquid. We are currently in a state of “data hyperinflation,” where the rate of data being generated and used is exploding year over year. […]
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OPINION: Data-Driven ThinkingVirtual Reality For Marketers: Think Experience, Not Interruption
“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 Debby Ruth, senior vice president at Frank N. Magid Associates. You can’t go online or even open a newspaper without seeing a story on virtual reality (VR) these days. VR […]
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OPINION: The Sell SiderPublishers See Rising Premium On Mobile Advertising
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Phil Barrett, senior vice president at Purch. Mobile advertising is growing faster than all other forms of digital advertising, predicted to reach nearly $42 billion in the U.S. by 2018. There’s been a general “premium” […]
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OPINION: Data-Driven ThinkingA Retailer’s Existential Question: Am I A Media Company?
“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 Opdyke, CEO and co-founder at HookLogic. It’s no secret that Amazon has retailers scrambling as it strives for global domination. Price transparency and competition make it challenging for most […]
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OPINION: Data-Driven ThinkingSome Marketers Will Fail At Bridging Online Media And Offline Sales, But They Don’t Have To
“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, COO at Goodway Group. The ability to attribute offline sales to digital media is within reach. While every sale is not yet attributable, the results generated by measuring the […]
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OPINION: Data-Driven ThinkingOnline Ad Fraud’s People 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 Katie Risch, senior vice president of software client solutions at Centro. The headlines we’ve seen about bots eating billions of dollars in digital ad budget are downright frightening. Lots of […]
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OPINION: Data-Driven ThinkingThe Risky Business Of Programmatic Native
“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 Rooke, senior vice president of strategy and operations at Nativo. While some expect a surge in programmatic native this year, publishers must understand the risks that come with it […]
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OPINION: Data-Driven ThinkingHere’s How The ‘Other Guys’ Can Win Versus Facebook And Google
“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. Much has been made recently of the issues and challenges marketers face when they put all their eggs in the Facebook or Google baskets. As Lisa […]
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OPINION: Data-Driven ThinkingPersonalized Personalization
“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 Dave Hanley, principal at Deloitte Digital. When businesses think about personalized marketing, they dream of true one-to-one marketing – where unique messages and content are delivered to specific customers at the […]
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OPINION: Data-Driven ThinkingA Billion People Use WhatsApp, But Messaging Apps Still Stump Market
“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 Africk, co-founder and CEO at Inmoji. Just hours before Facebook announced that 1 billion people now use WhatsApp, Fidelity Investments cut Snapchat’s valuation by 2%. That’s the second write-down of the messaging app maker […]
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OPINION: Data-Driven Thinking
Marketers: Embrace Today’s Consumer Complexity And Technology
“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, COO at Goodway Group. After the Super Bowl, my family had this conversation: Wife to son: Did you watch the ads? Son: No. Wife: That’s half the fun. Son: […]
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Twitter's Next Release; Amazon's Big Bet
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Amazon’s Big Game The commerce brand that transformed retail without much advertising at all has embraced a decidedly old-school ad format: the 30-second Super Bowl spot. Amazon spent about $5 million to drive awareness of Echo, its voice-controlled personal assistant, in a placement expected […]
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OPINION: The Sell SiderMeasuring The Cost Of Ads
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Cummings, CEO at PubNation. Ad ops has traditionally focused on one metric: revenue. Revenue is the ad ops’ North Star, the guiding light, the arbiter of decisions. It’s how publishers evaluate, prioritize and […]
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OPINION: Data-Driven ThinkingConsumers Will Drive The Next $50 Billion in 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 Ephraim (Jeff) Bander, president and chief revenue officer at Sticky. Randall Rothenberg’s evangelical speech at IAB’s Annual Leadership Meeting conference ignited fresh introspection into the role that digital advertising plays […]
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OPINION: Data-Driven ThinkingCompetition And ROI Will Put Today’s Mar Tech Stack On A Much-Needed Diet
“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 O’Regan, CEO at Madison Logic. The marketing technology landscape is bloated. Scott Brinker’s super graphic shows a whopping 1,876 vendors across 43 categories. Marketing tech stacks tower with layers […]
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OPINION: Data-Driven ThinkingFor User Connectivity, Walled Gardens May Not Be The Answer
“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 Marzouk, founder and CEO at MediaWallah. I’ve noticed a recurring sentiment in recent conversations with several large advertisers: “I don’t want to leverage a walled garden but there doesn’t […]
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OPINION: Data-Driven ThinkingRTB Realities Complicate The Future Of Programmatic Direct
“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 Andy Smith, head of programmatic at Vibrant Media. Some of the predictions that programmatic direct channels will experience a sizeable growth surge in 2016 may be too ambitious. As yet, […]
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OPINION: Data-Driven Thinking
The Year Of Measuring Human Connection
“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 Ephraim (Jeff) Bander, president and chief revenue officer at Sticky. American motivational speaker and author Zig Ziglar famously said, “People don’t buy for logical reasons. They buy for emotional reasons.” […]