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AdExchanger
Articles By Staff
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OPINION: Data-Driven ThinkingMarketers: 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.” […]
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OPINION: Data-Driven ThinkingTraffic Duplication Might Be A Bigger Problem Than 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 Oded Poncz, founder and chief technology officer at Ubimo. With mobile ad spending set to top $30 billion, can anything get in the way of this channel? I see one […]
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OPINION: Data-Driven Thinking
We Need To Close The Chasm Between Brand Goals And Publisher 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 Ephraim (Jeff) Bander, president and chief revenue officer at Sticky. Digital media has a persistent language problem. In particular, a huge gap exists between brand advertisers’ stated RFP goals and […]
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OPINION: The Sell SiderHas The Time For Premium Programmatic Finally Arrived?
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. We’ve all been talking about it for years, but now by combining the right technology with the right approach, I believe that the promise of […]
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Programmatic For All Publishers; Alibaba's Answer To Black Friday
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A Gentler SSP The Wall Street Journal’s Mike Shields profiles publisher ad ops vendor Media Operative, and finds the company has made inroads with a new wave of programmatic-averse publishers by helping them mediate between sales channels. Its new customers include Vice Media, Vox […]
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OPINION: Data-Driven ThinkingThe New Lawmen Of 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 Simeon Simeonov, founder and chief technology officer at Swoop. While most ad tech companies busily rake in short-term revenues, a handful of major players are quietly taking the law into their own […]
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Solving The ‘Law Of Ad Blocking’
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Tony Ralph, director of advertising technology at Netflix. Every time I open a mobile web browser I’m reminded of Wirth’s law. Wirth’s law postulates that software becomes slower more quickly than hardware grows faster. Mobile hardware advances […]
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OPINION: Data-Driven ThinkingBig Data Discrimination: Is The Industry Responsible?
“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 Gary Kibel, a partner in the technology, digital media and privacy practice group at Davis & Gilbert. The ad tech industry continually improves its use of data to segment users into […]
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OPINION: Data-Driven ThinkingBad Metrics Will Make Ad Blocking Worse
“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 Elliot Hirsch, CEO at AdYapper. You can see the breakdown in accountability in digital advertising everywhere these days as conflicts of interest continuously arise. It’s why viewability has driven publishers […]
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OPINION: Data-Driven ThinkingWhy Do Web Pages Load So Slowly In A Broadband 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 Eric Picard, vice president of product planning at MediaMath. If you ask anyone, anywhere, if they like advertising, the answer will likely be a laugh and quick “no.” From a […]
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Publishers: Stop Refusing Our Money
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is by Mike Zeman, director of global programmatic marketing at Netflix. Imagine you’ve walked into a convenience store to buy some milk. The cashier says, “That’ll be $5.” You hand him a $5 bill, only to be told, “I’m […]
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OPINION: Data-Driven ThinkingWho Will Win The Marketing Tech Playoffs?
“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 Nishat Mehta, head of brands at 84.51°. As a Los Angeles Lakers fan, you might think the playoffs are the furthest thing from my mind given that it’s only September. […]
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OPINION: Data-Driven ThinkingMarketers Should Worry About Math Education In The US
“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 Sisson, president at Wilde Agency. Today’s marketers rely more heavily on data about their audiences so they can craft personalized messages. In marketing, analytics may have always been fundamental […]
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OPINION: Data-Driven ThinkingWhat’s Holding Back Programmatic In Latin America?
“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 Lopez, programmatic media director at Affiperf. Latin America is not usually in the spotlight for the latest ad tech happenings. But as with many types of technology, developing countries […]
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OPINION: Data-Driven ThinkingWhat The Past Says About The Future Of 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 Martin Kihn, research director at Gartner. Despite what you’ve heard, this is not the first generation to face the rush of disruption, crumbling institutions and fortunes made by mysterious engineers. […]
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OPINION: Data-Driven ThinkingThe Problem With 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 Steve Latham, CEO at Encore Media Metrics. In recent months we’ve heard some noise about the problems with using multitouch attribution to measure and optimize ad spend. Some claim attribution […]
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OPINION: The Sell SiderHow Microsoft Almost Won Digital Advertising
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. The announcement last week that Microsoft is effectively selling off its display advertising business to AOL made me a bit nostalgic. I was recruited by […]
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How Can Programmatic Inspire Audiences?
“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 Denise Colella, CEO at Maxifier. Programmatic ad tech has made the advertising process easier, faster and more efficient, but it cannot drive great advertising strategy alone. Insights gleaned from a […]
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OPINION: On TV & VideoMVPDs: Key Players In Programmatic TV, But Keep An Eye On Over-The-Top TV
“On TV And Video” is a new column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Jonathan Bokor, senior vice president and director of advanced media at MediaVest. Although a commonly agreed upon definition of programmatic TV doesn’t exist yet – making it perhaps the most abused term in […]
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OPINION: Data-Driven ThinkingCross-Device Identity: Data Management’s New Battleground
“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 strategic accounts at Krux. A recent analyst report made an astute observation that all marketers should consider: It’s not about “digital marketing” anymore – it’s […]
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OPINION: Data-Driven ThinkingFor Programmatic Native, RTB Can Be Problematic For Publishers
“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 Justin Choi, CEO at Nativo. The Interactive Advertising Bureau’s recent update to the OpenRTB guidelines (PDF), which incorporate dynamic in-feed ad units, is generating lots of noise around programmatic, real-time […]
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OPINION: Data-Driven ThinkingYour Ad Was Displayed Cross-Screen, But Was It Actually Seen?
“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 Bander, president and chief revenue officer at Sticky. The simple days of advertising to consumers via television, radio, and print are gone for good. These mediums still exist and remain […]
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OPINION: Data-Driven ThinkingAs Platforms Proliferate, Which Ones Are Worth It For Marketers?
“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 Marc Grabowski, CEO at Iris Mobile. The landscape, language and measurement of new channels have changed to a point where traditional display inputs are no longer king. We have traversed […]