AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & VideoHow The YouTube Scandal Exposes A Double Measurement Failure
Discrepancies across the various attempts to quantify the issue with YouTube TrueView have just raised more questions about measurement failures.
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OPINION: On TV & VideoYouTube’s CTV Ad Formats Aren’t Innovative Enough. It’s Time To Push Boundaries
In a wildly exciting and inventive sector, YouTube is merely meeting the status quo – with scope for so much more.
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OPINION: Data-Driven ThinkingMany Cookieless Alternatives Still Rely On IDs – That Has To Change
A significant number of solutions that claim to be cookieless, including unified IDs and cohort-based targeting, still rely on IDs. These solutions will find it extremely difficult to achieve the scalability required to become a true successor to cookie-based advertising.
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OPINION: Data-Driven ThinkingGoogle's Privacy Sandbox: Is It A Game Of Chicken With The CMA?
The more time the marketplace has to evaluate the Privacy Sandbox – and, particularly, the Topics platform – the worse those platforms will look.
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OPINION: On TV & VideoHow To React To YouTube’s Fraud Scandal? Treat It As If It Were TV
It’s only fitting that YouTube, which has long coveted TV’s ad dollars and advertisers, should find out what it feels like to be treated as if it were TV.
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OPINION: Data-Driven ThinkingNew US Privacy Rules For Sensitive Data: Key Items To Consider For The Rest Of 2023
U.S. state privacy laws are multiplying at a dizzying rate. Here are the key points to know for the collection and processing of sensitive information for the rest of 2023.
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OPINION: Data-Driven ThinkingWithout The Right Precautions, Influencers Could Be At Risk For Legal Trouble
Based on the growing flurry of lawsuits against creators, it’s clear that many of them are dangerously unaware of the legal risks involved in influencer marketing.
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OPINION: The Sell SiderReinventing The Homepage: Unleashing Its Critical Role In The Future Of Publishing
Publishers who have strong first-party relationships with loyal user bases are at an advantage – and the homepage is where that relationship thrives.
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OPINION: Data-Driven ThinkingIt’s 10:00 PM: Do You Know Where Your Pixels Are?
Now that the new California Privacy Rights Act (CPRA) has long been in effect, it’s time to clean up your pixel game.
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Cannes Contemplations: 5 Takeaways From The 2023 Event
The 70th annual Cannes Lions moved faster than ever to match the speed of the convergence of convergences happening in the industry. Here are five themes that stood out from the event.
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OPINION: On TV & VideoUnlocking Opportunities For Transparency And Control In Connected TV Ads
Video and CTV bring challenges and opportunities for notice and choice. And doubts persist about whether the industry can self-regulate on the issue.
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OPINION: Data-Driven ThinkingGenerative AI Cannot Be Another Black Box
History proved that black-box algorithms aimed to optimize business metrics will have severe, harmful consequences that are often not predicted.
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OPINION: On TV & VideoWhat Advertisers Can Learn From AVOD’s Rapid Evolution
More advertisers, especially marketers, who have been slow to embrace AVOD, will increasingly gravitate to primarily AVOD services, writes Greg Smith, Aniview’s GM for North America.
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OPINION: Data-Driven ThinkingMaximizing Performance With Personalized Subscription Data
There’s no better way to improve customer trust – and boost brand reputation – than handling first-party data respectfully and effectively, writes Recurly CMO Theresa McEndree.
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OPINION: The Sell SiderTwo Ways Publishers Can Improve Programmatic Supply Efficiency
It’s possible to improve your efficiency as a publisher while also reducing your carbon footprint, with no cost to revenue.
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OPINION: Data-Driven ThinkingEffective Product Marketing Considers Multiple Stakeholders
The key to developing a marketing strategy that spans multiple products and stakeholders is to not only identify technical interdependencies of different product teams (or even subsidiaries), but also the conflicting interests of the stakeholders.
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OPINION: Data-Driven ThinkingFraudsters Could Be Infiltrating Your Affiliate Marketing Campaigns
Although businesses think they are paying the correct affiliate partners, there is huge risk that they’re pumping money into misattributed sources.
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OPINION: Data-Driven ThinkingKeeping Pace With AI: Key Considerations For Privacy Practitioners
Instead of keeping tabs on static data assets, organizations must adapt to a world in which data is embedded in ubiquitous and rapidly evolving AI tools.
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OPINION: Data-Driven ThinkingBeyond Likes And Follows: The Metrics That Really Matter For Retail Marketing
Likes and followers are not without merit, but engagement is not directly causal of sales rates. What should marketers consider instead?
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OPINION: On TV & VideoIs Your Streaming Ad Performance Being Manipulated?
Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).
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OPINION: On TV & VideoPackaging Our Way To A Real Definition Of Premium Video
Premium video means just about anything that shows up in front of a consumer. Isn’t it time for a better definition?
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OPINION: Data-Driven ThinkingTikTok Search Ads: Five Things Marketers Need To Know
The number of young people using TikTok as a search tool – almost 40% – created a perfect opportunity for TikTok and its competitors to introduce search ads.
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OPINION: The Sell SiderIncreasing Value Through Interoperability And Smart Path Optimization
Among the most frequent benefits touted with SPO is improved efficiency. When costs are reduced while maintaining effectiveness, greater return on ad spend is achieved. But, asks InMarket’s Joshua Koran, is it really that simple?
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OPINION: Data-Driven ThinkingFinding Marketing Channel Balance In An Unbalanced Marketing World
Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.
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OPINION: Data-Driven ThinkingWhy Hasn't SPO Taken Off with Politics and Public Affairs (Yet)?
The 2024 election will break advertising and fundraising records, with the Presidential election, every seat in the House and a razor-thin Senate majority on the line. Ad Impact, a political research company, forecasts 2024 US political cycle spend to cross the $10 billion mark for the first time ever. But with that kind of money […]
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OPINION: The Sell SiderIt’s Time To Move To A SaaS Model For SSPs
While an SSP’s primary function as the technological connection to advertising demand for publishers remains, the strategic value an SSP provides has changed. So it might be time for SSPs to abandon revenue sharing with publishers in favor of a software-as-a-service (SaaS) model.
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OPINION: On TV & Video
Video Measurement Is Getting Smarter – So Why Press For A Dumb Currency?
We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.
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OPINION: Data-Driven ThinkingNew To Clean Rooms? Start Small, But Start Now
While a number of companies have already made a name for themselves in the data clean room category, it has become clear that no single solution, or even a single data clean room model, will emerge as the industry standard.
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4 Myths And 1 Bad Thing About Behavioral Ads
A recent op-ed in the New York Times implicated the ad industry in many dismal practices, including election-rigging, news-defunding and even inflation. To make a case for the defense, start with these four myths.
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OPINION: On TV & VideoNielsen's Accreditation Reinstated, But Measurement Challenges Remain
After a 19-month suspension, MRC’s decision this week to reinstate Nielsen’s national TV audience-measurement service couldn’t have come at a better time. However, it’s important to note, that accreditation only applies to national TV services and there are still several other Nielsen products without accreditation.