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AdExchanger
Articles By Staff
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OPINION: Data-Driven ThinkingAs Digital Ad Spend Grows, CPG Marketers Still Struggle With Data Scarcity
“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 Damian Garbaccio, executive vice president at Nielsen Marketing Cloud. We all know that consumer packaged goods (CPG) companies spend a lot on advertising. In the US alone, CPG and consumer […]
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OPINION: Data-Driven ThinkingWhen Will The Programmatic Revolution Reach Customer Relationship 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 Vijay Chittoor, CEO at Blueshift. Innovations in programmatic advertising have transformed online media buying, making the process more automated, targeted and measurable. Now programmatic is poised to revolutionize customer relationship […]
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OPINION: Data-Driven ThinkingMarketers Need To Reset Their Pricing Expectations
“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. We’ve seen clearing prices for display inventory rise more than 100% in the last two years, and video inventory grow more than 50%. […]
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OPINION: Data-Driven ThinkingData Science Is The New Measurement: Unpacking The Consumer Journey
“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 O’Hara, vice president of global data strategy and agency lead at Krux. Understanding the customer journey in a world of fragmented consumer attention and multiple devices is a hoary […]
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OPINION: Data-Driven ThinkingNo, CMOs Should Not Think Like CTOs
“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 Or Shani, founder and CEO at Adgorithms. Marketers aren’t shy about admitting how their reliance on technologies helps them reach their customers or the data helps to understand them. Whereas […]
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OPINION: Data-Driven ThinkingDeclining Agency Fees And Dubious Profits: Symptoms Of A Broken Business Model?
“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 Nico Neumann, senior research analyst for programmatic marketing strategy and analytics, University of South Australia. Transparency in media buying continues to be a widely discussed topic. The second part of the […]
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OPINION: Data-Driven ThinkingProspering Outside Of The Walled Gardens
“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 Brummett, chief operating officer at Answer Media. Don’t worry. This isn’t yet another pile-on piece about the unfair walled-garden tactics of the major digital advertising players. There has been […]
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Yahoo's History, Told Through AdExchanger Comics
It’s easy to forget, but Yahoo was once the largest and most promising digital media company – its stock a bellwether for the internet sector as a whole. By Q1 2017, regulatory hurdles permitting, that stock will stop trading as the company’s people, its portfolio of brands and its technology assets are absorbed into Verizon. To honor Yahoo’s important role in […]
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It's Official: Verizon Gets Yahoo For $4.8B, Extending Its Mobile Ad Gambit
By Kelly Liyakasa and Zach Rodgers Verizon emerged victorious in the bidding contest for Yahoo, snapping up the media and technology assets of the still huge if perpetually down-at-the-heels digital media giant for $4.8 billion. The deal, officially announced Monday, dramatically extends the carrier’s addressable audience, adding 600 million monthly active mobile users that […]
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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 Thinking
Some 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 […]