AdExchanger Guest Columnist
Articles By AdExchanger
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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.
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OPINION: On TV & VideoFour Ways The WGA And SAG-AFTRA Strikes Will Affect Media Buyers
These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.
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OPINION: Data-Driven ThinkingAs The Open Marketplace Collapses, Direct Sales Offer Publishers A Lifeline
Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.
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OPINION: The Sell SiderFor Transparency Into Resellers, Ads.txt Needs To Be More Like Sellers.json
The current model for ads.txt isn’t helping the industry understand how publishers are working with sellers and resellers, writes Rotem Shaul, co-CEO of Primis.
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OPINION: The Sell SiderRevolutionizing Retail: Lessons From Traditional Media’s Mistakes
How retailers and ad tech interact will determine whether retail media can avoid the same predatory practices that have led to traditional media becoming commoditized.
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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 & Video
How 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.