AdExchanger Guest Columnist
Articles By AdExchanger
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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 & VideoVideo 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.
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OPINION: Data-Driven ThinkingThe Lack Of CDP And CMS Data Standards Leads To Missed Opportunities For Marketers
Poor data quality costs businesses $15 million annually. Pair that with economic uncertainty and tighter marketing and advertising budgets, and it’s a recipe for trouble.
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OPINION: On TV & VideoThree Ways Discoverability Is Getting Better On CTV
Outstream ads, better instream ad targeting and more interactive user interfaces are just a few of the latest developments making it easier for viewers to discover new content and for advertisers to provide content recommendations.
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OPINION: The Sell SiderPublishers, You Can Put An End To Brand Safety Metric Mania
Blind emphasis on brand safety drives a blunt approach to blocking, creating an immense waste of quality impressions and lost opportunities.
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OPINION: On TV & VideoUnpacking The Latest Changes To The IAB Tech Lab’s Video Ad Guidelines
Given industrywide pushback, the IAB Tech Lab has amended its previous update to its guidelines for in-stream and out-stream video.
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OPINION: Data-Driven ThinkingClean Rooms Aren’t A Data Free-For-All
Putting data in the possession of a presumably trusted third party makes a world of sense. But while clean rooms are very useful for some things, it is questionable whether they are the panacea for all privacy-compliance challenges.
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OPINION: Data-Driven ThinkingWhy Mobile App Marketers Need Contextual Targeting
GDPR and Apple’s App Tracking Transparency have put an end to behavioral targeting. The result? The rise of contextual targeting.
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OPINION: The Sell SiderA Two-Tiered System Could Help Digital Advertising Overcome Conflicting Agendas
Rather than allowing an ecosystem in which all media is interchangeable to remain the default, media owners must differentiate themselves to maximize their value to readers and advertisers.
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OPINION: Data-Driven ThinkingThe AMERICA Act May Finally Bring Much-Needed Common Sense Rules To Digital Advertising
The language of Wall Street has become the language of ad tech, an industry on the cusp of major change because of a new bill in Congress, the AMERICA Act.
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OPINION: Data-Driven ThinkingGaming Is A Goldmine For Advertisers, But Only If They Put Gamers First
While American gamers are more open to in-game ads than many believe, any such activations must bear the hallmarks of creative and technical excellence.
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Forget ChatGPT. There Are Practical Ways To Apply AI To Marketing
If we set ChatGPT aside, AI has the potential to transform how marketing and ad tech handles data transfer between platforms.
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OPINION: Data-Driven ThinkingMessaging, Not The Metaverse, Is Meta’s Near-Term Future
As Mark Zuckerberg has said, the metaverse is still years away. So, for the near term, Meta’s opportunity is in messaging.
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OPINION: Data-Driven ThinkingNew Utah And Connecticut Data Privacy Laws Are Coming. Are You Ready?
Any new regulations can potentially throw a wrench into your operations. Prepare for what’s to come with this breakdown of what these laws are and their effects on marketing strategy.
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OPINION: Data-Driven ThinkingMaking The Most Of New Possibilities Across Social, Search And Display
Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.
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OPINION: The Sell SiderDefining The Role Of Data Clean Rooms
Before the industry embraces clean rooms, it’s critical to have clarity on their true strengths and a set of agreed-upon standards, writes Michael Barnaby, senior director of product management at Permutive.
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OPINION: The Sell SiderDeal IDs Strengthen The Supply Chain Through Better Audience Delivery
Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.
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OPINION: Data-Driven ThinkingThe Shortcomings Of Today’s Measurement Solutions
Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.
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OPINION: The Sell SiderBuyers Won’t Bite On SDAs If Publishers Don’t Comply With Signal Requirements
Despite the IAB Tech Lab’s clear specifications, 33% of contextual SDA signals and 75% of user SDA signals fail to meet the necessary signal requirements.
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OPINION: On TV & VideoTargeting Is Better On Streaming, But Efficiency Is The Real Value
Ask most industry experts about the advantage of advertising on streaming platforms, and chances are they will tell you “better targeting.” It’s true that streaming TV offers much better targeting than traditional linear. The only problem is that most major TV advertisers don’t want better targeting; they want massive reach and frequency – and an effective […]
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OPINION: Data-Driven ThinkingStaying Strategic With A Limited Marketing Budget
How can marketers get the most out of their limited marketing spend and zero in on investments that most powerfully impact revenue?
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OPINION: Data-Driven ThinkingCookies Are Behind Us. Probabilistic Data Is Ahead
If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to deterministic data, writes Audigent CEO Drew Stein.
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OPINION: The Sell SiderWhy Do Buyers Even Need Seller-Defined Audiences?
Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?
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OPINION: Data-Driven ThinkingWhy The Government And Digital Ad Companies Must Come Together
Change – even change that restricts data collection or use – doesn’t have to be a negative for digital advertisers, writes Leigh Freund, president and CEO of the Network Advertising Initiative.
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OPINION: Data-Driven ThinkingAs Retail Media Grows, How Will The Advertising Ecosystem Evolve?
Retail media may still be a nascent industry, but it is quickly becoming integral to retailers’ advertising strategies. And, as traditional advertisers like Sainsbury’s or Tesco join the retail media space, there are issues and questions the market must urgently address.