AdExchanger Guest Columnist
Articles By AdExchanger
-
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.
-
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?
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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?
-
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).
-
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?
-
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.
-
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?