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AdExchanger
Articles By Staff
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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 […]
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Can Facebook Overtake Google And Fix Cross-Channel 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 Michael Caccavale, CEO at Pluris Marketing. Facebook is one of the biggest publishers in the world, but the company is still looking up at Google when it comes to digital […]
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OPINION: Data-Driven ThinkingThe Folly Of The Click-Through Rate And Simple Math
“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 Lauren Moores, vice president of analytics at Dstillery. As Advertising Week drew to a close, a colleague of mine who is relatively new to ad tech voiced disbelief that many […]
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OPINION: Data-Driven ThinkingNews Outlets Need Native Ads, Not Paywalls
“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 Ted Dhanik, CEO at engage:BDR. The news media industry is caught between the traditions of the print world and the experimentations of the digital age. Their struggle is to make […]
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OPINION: Data-Driven ThinkingProgrammatic Can Make Integrated Marketing A Reality
“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 Kirk McDonald, president at PubMatic. When it was first introduced to the American Association of Advertising Agencies in 1989, the term “integrated marketing” sounded like the quintessential buzzword, just vague […]
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Mobile Location: A Fragile Thing
“The Sell Sider” is a column written by the sell side of the digital media community. Receive The Sell Sider in your inbox twice a week by signing up for the email here, and selecting The Publisher Newsletter. Today’s column is written by Alex Linde, senior vice president of monetization at The Weather Company. Mobile can sometimes […]
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OPINION: Data-Driven ThinkingBeware Of Publishers’ 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 by John Lee, executive vice president at Merkle. First-party data-driven marketing is becoming increasingly pervasive. Marketers use data to individually match and engage their own customers and prospects on addressable platforms like […]
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OPINION: Data-Driven Thinking
The Next Standard for Digital Media Transactions: vCPM
“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 Media Rating Council (MRC) hit yet another milestone [PDF] in their viewable impression crusade on Monday by lifting the advisory on viewable impressions for […]
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OPINION: Data-Driven ThinkingFacebook’s Anonymous Login Won’t Destroy Third-Party Apps
“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 Rosenberg, senior vice president of marketing at 140 Proof. Facebook has heard its users loud and clear: They want more control over their privacy. So Facebook changed the default […]
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OPINION: Data-Driven ThinkingHow Smart Risks In Ad Tech Can Yield Big Rewards
“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, global chief revenue officer at eXelate. Innovation is a concept often referenced rather liberally in the advertising technology space. However, a vast majority of industry players that tout […]
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OPINION: Data-Driven ThinkingThe Business Case for Cost-Per-Thousand
“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 Bosco, CEO at ChoiceStream. In a recent column, Criteo CEO Jean-Baptiste Rudelle opined about the virtues of cost-per-click (CPC). I think he was right about the challenges and how […]
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OPINION: Data-Driven ThinkingThe Business Case For Cost-Per-Click
“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 Jean-Baptiste Rudelle, CEO and co-founder at Criteo. Digital advertising moves quickly — sometimes too quickly. The market and technology has evolved significantly over the past five years to drive the […]
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OPINION: Data-Driven ThinkingMeasuring Viewability: What Do Advertisers Need To Know?
“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 Evans, corporate development director at Crimtan. I promised myself I would never use the quote, “Fifty percent of my advertising is wasted — but which half?” But here I go […]
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OPINION: Data-Driven Thinking
Harness the Noise: How Brands Disrupt Through 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 Lauren Moores, vice president of analytics at Dstillery. The explosion in digital data, along with the evolution of the consumer voice, gives brands the opportunity to disrupt traditional relationships with […]
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OPINION: Data-Driven ThinkingGoogle’s Nest Egg: Attainable Data From The Internet Of Things
“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 Joe Fullman, director of digital strategy at Arnold Worldwide. It’s official: Google revealed yesterday that its purchase of smart home equipment company Nest closed last week. When we first learned […]
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OPINION: Data-Driven Thinking4 Wishes For Tomorrow’s Programmatic Direct Technologies
“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, co-founder and chief revenue officer of Bionic Advertising Systems. Standardizing operations on a media management system and putting together a media plan are huge undertakings, with a ton […]