AdExchanger Guest Columnist
Articles By AdExchanger
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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 & 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.