AdExchanger Guest Columnist
Articles By AdExchanger
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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.
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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 […]