AUTHOR ARCHIVE FOR:
AdExchanger
Articles By AdExchanger
-
OPINION: Data-Driven ThinkingThe Era Of Responsible 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 Kym Frank, president at Geopath. Marketers have eagerly embraced big data. When I worked at a media agency, I so often hunted for new data, insights, optimization tools and differentiation that […]
-
OPINION: Data-Driven ThinkingYou Don’t Use Desktop Strategies In-App, So Why Apply The Same Quality Standards?
“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 Maggie Mesa, vice president of mobile at OpenX. By now, it should go without saying that in-app advertising and desktop advertising are two completely different animals – and publishers need to […]
-
OPINION: Data-Driven ThinkingMarketers Can Be More Successful Than Ever After Apple Fixes Its Cookie Glitch
“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 Curt Larson, vice president of product at Sharethrough. At Apple’s developer conference in early June, the company unveiled its new “Intelligent Tracking Prevention” initiative. The move will launch on Safari […]
-
OPINION: Data-Driven ThinkingIn Defense Of Digital Media
“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 Barbara Connors, director of retail media at 84.51°. Digital advertising spending outpaced TV in 2016 for the first time. And yet, we still use the term “traditional advertising” in reference […]
-
OPINION: Data-Driven ThinkingWill Agency Media-Buying Groups Become Extinct?
“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 Spanfeller, founder and general manager of The Daily Meal Ventures Group, a tronc company. Let me start by saying, no, I don’t think agency media-buying groups will become extinct. […]
-
Going In-House: The Talent Challenge
“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. As anyone who is hiring media buyers knows, there is a talent shortage in the industry. Brands trying to build in-house teams are often faced […]
-
OPINION: Data-Driven ThinkingBrands Need To Stop Treating Their Agencies Like A Dentist
“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 Kerry Bianchi, CEO at Collective. After an open season on shady ad industry practices, resolving transparency problems has moved to the top of the agenda for many concerned brand clients […]
-
OPINION: Data-Driven ThinkingUnpacking Programmatic: How Automation Impacts The Digital Advertising 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 Dennis Buchheim, senior vice president of data and ad effectiveness at the Interactive Advertising Bureau (IAB) and general manager of the IAB Data Center of Excellence. Soon, truckers may be out […]
-
OPINION: Data-Driven ThinkingChrome And Safari Ad Blocking Won’t Fix Web Browsing
“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. The fun is over. For everyone. That includes the publishers jamming in 10 header tags and 50-plus tracking cookies into their site […]
-
OPINION: Data-Driven ThinkingWe Need Ad Fraud Measurement Standards
“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 Dan Frank, head of StreamRail Platform at ironSource. The digital advertising world has come a long way in the last couple of years in its mission to fight ad fraud. […]
-
OPINION: Data-Driven ThinkingCRM Platforms: What’s Old Is New Again
“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 Victor Wong, CEO at Thunder. Many years ago, customer relationship management (CRM) platforms solidified their position as the systems of record for customer interactions and introduced the concept of data-driven […]
-
OPINION: Data-Driven ThinkingMoving The Conversation Beyond DSPs
“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 Ric Elert, president at Conversant. If the last month is any indication, the future of demand-side platforms (DSPs) is less than inspiring. Reports show that header bidding may be testing the […]
-
OPINION: Data-Driven ThinkingAdvertisers Need To Be Upfront About Mobile-Based Tracking
“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 Jarno Vanto, chief privacy officer at Unacast. After some false starts, location-based marketing is finally hitting its stride. Researcher BIA/Kelsey projects the segment will grow from $12.4 billion in 2016 […]
-
OPINION: Data-Driven ThinkingAdvertisers Need To Take Control Of Brand Safety
“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 Kevin Arrix, chief revenue officer at Verve. While the online brand-safety problem is the new normal – at least for now – it is up to brands to take the lead […]
-
OPINION: Data-Driven ThinkingThe Future Of Marketing Data: Accuracy Trumps Everything
“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. People say “data is the new oil.” But unlike oil, the quality of data is extremely difficult to measure. In my experience, most marketing data […]
-
OPINION: Data-Driven ThinkingWhitelisting Ads Vs. Scorched Earth: What's The Best Approach?
“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 Spiezle, CEO and executive director at the Online Trust Alliance. By some accounts, there are more than 200 variants of ad-blocking solutions, many of which utilize whitelisting that allows […]
-
AudienceScience Shuts Its Doors Less Than A Month After P&G Client Loss
By Allison Schiff and Zach Rodgers Less than a month after Procter & Gamble pulled its business from the platform, AudienceScience has ceased operations and gone into receivership. CEO Bill Gossman confirmed to AdExchanger on Thursday that AudienceScience has suspended worldwide operations. The news was first reported by Business Insider. Gossman declined to comment further on […]
-
OPINION: Data-Driven ThinkingPeople-Based Marketing Gets Complicated Quickly In The B2B World
“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 Jones, global head of performance advertising and biddable media at DWA Media. B2B advertisers always want to know where they should invest their marketing dollars. For a long time, […]
-
Google Wants To Measure The Entire Path To Purchase
By Ryan Joe and Tilde Herrera If you’re looking for one takeaway from all of the announcements Google is flinging around at its Marketing Next event on Tuesday, it’s that the internet giant really wants to account for marketing spend in as many channels as possible. Google is powering up its attribution product, connecting local […]
-
OPINION: Data-Driven ThinkingWe All Need To Join The IAB Tech Lab In The Fight Against Fake 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 Pete Spande, chief revenue officer at Business Insider. Imagine this unfortunately all-too-common scenario: A publisher works on a potential program with a new advertiser. After discussions promisingly move forward, the […]
-
How Ad Tech And Mar Tech Will Come Together (Or Not)
“Managing the Data” is a column about customer and audience data strategy written by longtime AdExchanger contributor Chris O’Hara. Gartner’s Marty Kihn recently made an argument that ad tech and mar tech would not come together, contrary to what he had predicted a few years ago. When Marty speaks about ad tech, people listen. Like […]
-
OPINION: Data-Driven ThinkingAd Tech Transparency And The Question of Market Manipulation
“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 strategy and analytics at the University of South Australia. Following many critical expert comments and scandals in 2016, the transparency debate finally seems to […]
-
OPINION: Data-Driven ThinkingAre Algorithms Ruining 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 Martin Kihn, research vice president at Gartner. Inspired by results from retargeting, marketers are scrambling to stitch together customer data, unleash machine learning and deliver personalized experiences in display and […]
-
OPINION: Data-Driven ThinkingThe Tactical Implications 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 Ari Paparo, CEO at Beeswax. The growth of walled gardens has quickly brought media buyers through the first four stages of grief: Denial: Those little text ads don’t really work […]
-
OPINION: Data-Driven ThinkingMachines Can’t Make Sweet Marketing Jazz
“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 Doug Smith, senior director of product management, platform and user experience, at Turn. With all that’s been written about AI in ad tech, it’s time to check in on the […]
-
OPINION: Data-Driven ThinkingBrands Need A Data Strategy That’s In A League Of Its Own
“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 Tony Blankemeyer, partnerships lead at 84.51°. Spring is in the air, and the Major League Baseball season is in full swing. In baseball, you can’t score a run for your […]
-
OPINION: Data-Driven ThinkingThe Market For Ad-Tech Startups Is As Inhospitable As Ever
“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 Hagai Tal, CEO at Taptica. At the beginning of last year, ad tech saw a market correction. After several years of overvaluation, investors had finally sobered up. By late 2016, […]
-
OPINION: Data-Driven ThinkingHow To Waste Retail Ad Dollars: Ignore Product Stock Levels, Chase Clicks
“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 Andreas Reiffen, founder and CEO at Crealytics. If marketers are looking to waste their ad dollars, today’s digital ecosystem offers no shortage of options. They can advertise to a user […]
-
OPINION: Data-Driven Thinking
As The Facebook-Google Duopoly Fragments, Agencies Win
“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. Although 2017 prediction pieces are barely 90 days old, we’re seeing an important development that few, if any, mentioned: We may be […]
-
OPINION: Data-Driven ThinkingWhat Comes First – The Data Or The 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 Rajiv Bhat, senior vice president of data sciences and marketplace at InMobi. When putting together a content strategy, marketers face a big question: What comes first: the data or the […]