AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingThe Banner Ad Isn’t Making A Comeback – It Never Left
Mobile banner ads have made a major comeback. The sheer volume of requests spurned by programmatic mediation have catapulted banner ads back into the ad tech spotlight.
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OPINION: The Sell SiderA Guide To Vetting Programmatic Partnerships
With so much reliance on third parties in all of our businesses, it is important to remain appropriately skeptical and vet each company.
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OPINION: On TV & VideoDoes The Future Of CTV Measurement Rely On The Joint Industry Committee’s Success?
To create the caliber of inclusive cross-platform measurement that it aspires to – the Jont Industry Committee must broaden its horizons.
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OPINION: Data-Driven ThinkingProprietary Agency Tech Isn’t All It’s Cracked Up To Be
When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.
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OPINION: Data-Driven ThinkingBetween CDPs And Reverse ETLs, Brands Have A Tough Decision To Make
As brands continue to explore what customer data platforms (CDPs) are and how best to use them, the introduction of reverse ETL tools and deconstructed CDPs have only further muddied the water.
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OPINION: On TV & VideoShoppable CTV Success Will Depend On Consumer Experience
Tying ad spend to conversions by making ads actionable is one sure way to measure ROAS more effectively. To that end, many brands are turning to solutions like shoppable TV ads.
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OPINION: Data-Driven ThinkingAs The Economy Shifts, 5 Things Mobile Advertisers Should Know
As the economy fluctuates and budgets tighten, 2023 will be a year of adjustment. In the face of these conditions, and the removal of IDFA, app marketers will need new ways to find scale for their app advertising campaigns, writes Levi Matkins, CEO of LifeStreet.
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OPINION: Data-Driven ThinkingSo I’m A Third Party, Not A Service Provider. Now What?
Companies throughout the ad tech ecosystem are reckoning with the fact that, due to the revised definition of “business purpose” in the CPRA, they may no longer qualify as “service providers” under California privacy law. Davis+Gilbert’s Richard Eisert and Zachary Klein break down what to expect.
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OPINION: Data-Driven ThinkingA CMP Isn’t Enough. Follow These 5 Steps For Compliance.
Data sharing creates liability. Many brands and publishers employ consent management platforms (CMPs). However, true privacy compliance requires more than that, writes Dan Frechtling, CEO of Boltive.
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OPINION: Data-Driven ThinkingDigital Twins Of The Customer: The Future Of Data Collection
A probabilistic and iterative model like the digital twin of the customer (DToC) may be more useful during uncertain times, when customer behavior becomes harder to predict based on historical data, writes Lizzy Foo Kune, VP and analyst at Gartner, Inc.
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OPINION: On TV & VideoWith The Rise Of TikTok, TV Advertising Will Get A Boost
TikTok’s claim to fame isn’t just viral dance trends; the platform is impacting consumer buying patterns and advertising strategies, writes Stacy Durand, co-founder of SmartMedia Technologies.
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OPINION: Data-Driven ThinkingCurating Brand Experiences In The Great Meta-Reversal
In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.
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OPINION: Data-Driven Thinking5 Ways The Industry Can End Third-Party Cookies
In the two years since the beginning of the end of third-party cookies, we have learned quite a lot about the promises and problems with a post-cookie web. Now, as web developers, we can be pretty confident the end will come – if we can make a few key things happen, writes Don Marti, VP of Ecosystem Innovation at CafeMedia.
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OPINION: Data-Driven ThinkingClear Out Your Ad Tech For A Better 2023 Strategy
When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.
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OPINION: The Sell SiderCNAME Will Face The Same Fate As Third-Party Cookies. Then What?
If CNAME access and third-party cookies go away, identity companies – and most of their clients and partners – are going to get hurt, and badly, writes Kevin Mullen, chief product officer at Roq.ad.
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OPINION: On TV & VideoApplying The Scientific Method To TV Attribution
With over half of all TV now consumed via streaming services, measuring it in a granular way is possible for the first time. Given this newly-available feedback loop, Jason Fairchild, CEO and co-founder of tvScientific, shares how advertisers can actually apply the scientific method to TV advertising.
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OPINION: Data-Driven ThinkingHow Programmatic OOH Can Reignite The Cross-Channel Customer Journey
Programmatic OOH – paired with new cross-channel management capabilities – means prospects can now be served OOH ads on their actual journey to the store as part of a more holistic marketing strategy. Omri Argaman, chief marketing officer at Zoomd, explains why OOH campaigns can have a massive impact and how to maximize it.
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OPINION: On TV & VideoAdvertisers, Here’s How To Stop Losing Money On CTV
Connected TV advertising is here to stay. However, there is a downside: ad money leaking away due to fraud. Gijsbert Pols, PhD, director of connected TV and new channels at Adjust, offers suggestions for how to avoid the fraudsters when buying CTV ads.
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OPINION: The Sell SiderWhy Content Recommendation Widgets Will Hurt Publishers In The First-Party Web
Success in the first-party web is based first and foremost on relationships, quality and trust, neither of which are improved by most content currently provided by recommendation engines, writes audience and data strategy consultant Alessandro De Zanche.
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OPINION: On TV & VideoWhy Publishers Need A Hybrid Approach To CTV Monetization
“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Greg Morrow, general manager, streaming media group at Bitcentral. We all know about the value of CTV. But there is rarely any conversation about the spread of audiences and how to reach them. CTV tends […]
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OPINION: Data-Driven ThinkingIf You’re Not Measuring LTV:CAC Ratio, You’re Missing Out On Growth
Many marketers think of cost per acquisition (CPA) as the holy grail. But a better metric to consider is the lifetime customer value: acquisition cost ratio, also known as LTV:CAC, writes Cary Lawrence, CEO of Decile.
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OPINION: Data-Driven ThinkingWith Meta’s CPMs Rising, Consider Pinterest, TikTok And LinkedIn
Meta’s wide reach and success around low-funnel objectives can be worth it. CPMs might be high, but if a brand’s cost per order has remained stable, it’s likely a worthwhile investment. For advertisers focused on higher funnel objectives like awareness or reach, however, there are alternatives, writes Amy Rumpler, SVP of paid search and social media at Basis Technologies.
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OPINION: Data-Driven Thinking3 Ways Advertisers Can Effectively Gather More First-Party Data
There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.
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OPINION: On TV & VideoWith Digital And Linear Convergence, Advanced TV Will Soar In 2023
Advanced TV presents a robust set of opportunities for data-driven advertising and measurement. But does that mean ATV will supplant linear in buyers’ marketing strategies? Well, it’s more complicated than that – and buyers need to understand how to successfully manage and optimize across both linear and streaming.
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OPINION: Data-Driven ThinkingWithout Cookies, Ad Tech Will Have To Learn To Collaborate
The advertising and ad technology industries undergo a major landscape shift every five years or so, and we’re in the middle of a seismic change with third-party signal loss. As with every exploration and monetization of a new frontier, the next era of digital advertising requires a recommitment to shoulder-to-shoulder collaboration, writes Bob Walczak, CEO of MadTech Advisors.
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OPINION: On TV & VideoCTV Is Maturing, But Measurement And Big Picture Challenges Remain
Dramatic shifts in consumer viewing habits during the pandemic have led, predictably, to an intense focus on the corresponding connected TV (CTV) advertising opportunity. CTV ad spend is growing leaps and bounds – and for good reason. But for continuation of that growth to be warranted, there are a number of enhancements that must be brought to bear.
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OPINION: The Sell SiderPodcasters Deserve A More Open Ad Ecosystem
Podcaster adoption of dynamic ad insertion (DAI) increased from less than 50% in 2019 to a whopping 84% in 2021. But for podcasters to get the most value out of DAI, they need an open environment. Using DAI within a walled garden makes it harder to get the full benefit of great innovation, writes Jon Stephenson, Founder and CEO of SoundStack.
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OPINION: Data-Driven ThinkingBrand Safety Is Blocking Black-Owned Media
Brand safety’s detrimental impact on diverse, equitable and inclusive media goals is a question of automation gone wrong, ham-fisted implementation and industry leaders choosing the easy route, writes Charles Cantu, CEO and founder at Reset Digital. In this column, he reviews how brand safety’s DEI problem has developed and recommends steps advertisers, agencies and brand safety organizations can take to overcome it.
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OPINION: Data-Driven ThinkingHate Speech On Social Platforms Is Real. Brands Have To Take Action
In a recent terrorism advisory bulletin, the Department of Homeland Security increased levels of concern for potential violence against LGBTQ, Jewish and migrant communities. It’s now more important than ever for brands to have strong ethics and flex their ad dollar muscles. They must demand that social media platforms do all they can to rein in hate speech and insinuations of violence on their platforms, writes Michael Benedek, CEO of Datonics.
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OPINION: On TV & VideoCTV Benefits Are Obvious – But Is Effective Attribution Possible?
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jeff Sue, GM, Americas at Mintegral. Connected TV (CTV) is rapidly emerging as an enticing channel for advertisers looking to increase their campaign reach and tap into new channels of ad inventory. The mobile ad […]