AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingGoogle Search Partners Is Unsafe For Advertisers, But It Can Be Fixed
“What frustrates me most about this situation is how easily it can be remedied in a way that will benefit all parties,” writes Lou Paskalis about the Google Search Partner network brand safety debacle.
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OPINION: Data-Driven ThinkingSocial Commerce Is Trending, But Brands Have To Get Serious About Driving Purchases
Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.
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OPINION: Data-Driven ThinkingRegulation Isn’t Enough To Protect Personal Data
Lawmakers’ categorization of what is sensitive (and what is not) is a silver bullet. What might be noncritical to one person could be extremely sensitive to someone else.
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OPINION: Data-Driven ThinkingBeyond Words: Programmatic Advertisers Need More Than Just Large Language Models
While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.
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OPINION: Data-Driven ThinkingThirteen Years Of Ad Tech Progress In One AdExchanger Comic
The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.
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OPINION: Data-Driven ThinkingGovernor [INSERT] Signs A New Privacy Law In The State Of [INSERT]
In the absence of a federal privacy law, advertisers can expect a steady stream of state privacy law announcements. Just fill in the blanks.
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OPINION: On TV & VideoSetting Up Effective Incrementality Testing For TV and Radio Campaigns
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
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OPINION: Data-Driven ThinkingTraffic Shaping Is Blocking The Road To The Cookieless Future
Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.
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OPINION: On TV & VideoCTV Isn’t Living Up To The Hype. Here's How Retail Media Can Transform It
Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media.
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OPINION: Data-Driven ThinkingAttention Metrics Work, But There’s A Long Road To Standardization
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
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OPINION: Data-Driven ThinkingData Privacy Discussions Need A Reality Check
it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.
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OPINION: The Sell SiderPublishers, Don’t Settle For Below-Floor Pricing
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
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OPINION: Data-Driven ThinkingStirring The Pot: How Advertisers Can Spice Up Accountability And Transparency With Media Agencies
By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.
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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.