AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingAn Overview Of Post-Cookie Collaboration Tools – And Their Shortcomings
There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.
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OPINION: Data-Driven ThinkingGA4 Has A Steep Learning Curve, But Its Pros Outweigh Its Cons
GA4 is a true ground-up rebuild, with the focus now on customer experience across both websites and apps. But although GA4 has a lot of potential, it also brings some challenges that marketers haven’t been shy about voicing.
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OPINION: Data-Driven ThinkingYour CFO Doesn’t Care About Likes. Focus On What Drives Business
No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.
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OPINION: The Sell SiderPremium Publishers And MFA Have The Same Business Models. That Must Change
For both premium publishers and MFA, monetization boils down to an endless quest for scale and shallow insights into their audiences that can be turned into ad revenue.
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OPINION: The Sell SiderHow ‘Alternative Revenue’ Is Changing The Game For Retailers And Brands
Market pressures are forcing retailers and online marketplaces to bolster their profitability with added services.
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OPINION: On TV & VideoWhy Today’s CTV Attribution Models Fall Short
CTV is poised to become the third “big scale” performance advertising channel, but is effective CTV attribution actually possible?
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OPINION: On TV & VideoContent, Not IP Addresses, Should Be The Focus Of CTV Targeting
Like their cookie cousins, IP addresses face an uncertain future. Yet the industry seems stumped for an alternative to its chosen CTV default.
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OPINION: Data-Driven ThinkingAs Generative AI Grows, Content Overload Could Lead To Data Challenges
Marketing analytics and ad ops teams are overwhelmed with data, which is compounded by the accelerated pace of generative AI-produced content.
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OPINION: On TV & VideoThe Rules Of Header Bidding Don’t Apply To CTV. Here’s Why
CTV is entirely its own thing. Doggedly following display practices can cost you time and money.
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OPINION: Data-Driven ThinkingStop Worrying About The Quantity Of Impressions – It’s Quality That Counts
The industry is too focused on quantity over quality. Unfortunately, it seems there are many people still chasing scale due to a lack of understanding.
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OPINION: Data-Driven Thinking‘Money Doesn’t Stink:’ The Sad State Of Affairs In Ad Tech
After 12 years of working in – or adjacent to – the ad tech industry, I am coming to terms with the simple answer to many depressing questions.
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OPINION: Data-Driven ThinkingWorlds Colliding: Evolving Models For Digital And Television Attribution
Digital media and television have been playing by different sets of rules due to the nature of ad delivery and tracking. But these worlds are slowly colliding.
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OPINION: Data-Driven ThinkingClean Rooms Aren’t Always The Solution To Your Data Privacy Problems
While clean rooms do offer significant value in today’s privacy-first world of data, they are not the be-all and end-all for brands seeking controlled and reliable means of data collaboration.
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An Industry In Conflict: It’s Time For Tough Questions And Hard Decisions
Arielle Garcia, UM’s former chief privacy and responsibility officer, explains why she decided to leave the large agency holding company model – a model that is rife with competing interests and conflicting loyalties, shackled to the industry status quo by “dysfunctional interdependencies.”
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OPINION: Data-Driven ThinkingHow To Empower Ad Tech Startups: Unified Resources And Government Support
To enable startups to seamlessly integrate with DSPs, ad servers, ad exchanges, measurement platforms and SSPs, a centralized ecosystem and industrywide support are urgently needed.
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OPINION: On TV & VideoYouTube Now Competes With Networks. So Networks Should Cut YouTube
YouTube is now a rival to TV networks. Yet many networks still post their content to the platform via friendly licensing agreements. In the current war for viewer attention, this is a potentially crippling move.
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OPINION: Data-Driven ThinkingThere’s No Need For Ads.json. Ads.txt Can Be Reformatted
The proposal to transition ads.txt into ads.json comes with some major problems, and its benefits can be largely achieved in a far simpler way – by reformatting existing ads.txt files.
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OPINION: Data-Driven ThinkingContextual Targeting And Stealing Audience Data Are Not The Same Thing
Of course, the misappropriation of a publisher’s audience data would be unethical. But this is not what contextual providers do.
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OPINION: The Sell SiderRoblox Should Own Its Reach Among Kids And Teens, Rather Than Run Away From It
With 43% of Roblox’s users under 13 and about 70% 18 and under, Roblox must pay attention to legislation and policy around advertising to children. But it would be a total head-scratcher for Roblox to pivot its ad business to focus on over-18 audiences.
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OPINION: Data-Driven ThinkingTo Lower Advertising’s Carbon Footprint, We Must Accept Good News And Bad
While our ultimate and urgent goal is to reduce emissions, getting companies used to reporting even when they have higher emissions is a critical step in the process.
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OPINION: The Sell SiderThe Supply And Demand Challenges Standing In The Way Of Retail Media Growth
Here are some key challenges preventing retail media from reaching its full potential, with some ideas for how to overcome them.
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OPINION: Data-Driven ThinkingMarketers Beware: AI Will Accelerate Online Misinformation This Election Cycle
The rapid growth, nearly ubiquitous use, and public interest around generative AI – alongside a shifting social media landscape and divisive political issues – will present new challenges for voters, platforms, media and marketers.
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OPINION: The Sell SiderIs Traffic Shaping The Antidote To Bidstream Bloat?
If ad tech were a medical patient, a doctor would diagnose it with, among its other ailments, a bloat problem – specifically, bidstream bloat.
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OPINION: On TV & VideoGoogle’s Second, Worse Wave Of Alleged Ad Fraud Means Advertisers Need Full Transparency
The second round of ad fraud (and worse) alleged by Adalytics on the part of Google/YouTube provides yet another definitive example of the problem with mega walled gardens.
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OPINION: Data-Driven ThinkingStrategies For Success: Overcoming Election Cycle Advertising Challenges
Brands need to start preparing for a contentious election season, crafting strategies for how they’ll deal with hot-button issues.
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OPINION: On TV & VideoHow Data Clean Rooms Are Helping Deliver On The Promise Of Advanced TV Advertising
In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another.
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OPINION: Data-Driven ThinkingStrong Client Services Couldn’t Save MediaMath From A Lack Of Product Innovation
MediaMath failed to introduce essential product features demanded by trading desks, especially in view of an increasingly competitive DSP market.
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OPINION: Data-Driven Thinking4 Tips For SKAN 4: Now Is The Ideal Time To Optimize Campaigns
To get the most out of SKAN 4 and prepare for future advancements, advertisers should focus on these four areas.
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OPINION: On TV & VideoGoogle TrueView: The Beatings Will Continue Until Buyer Morale Improves
Google’s protestations about TrueView’s media quality aside, two questions remain: Why is any of this happening, and why is change unlikely in the short term?
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OPINION: On TV & VideoIt’s Not Just TrueView. Blended Inventory Is Widespread In Video And CTV Buys
YouTube is very much in the hot seat. However, let’s zoom out and consider all of the different media companies and platforms that are doling out “grab bags” of video inventory.