AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: The Sell SiderConsumers Are Running To Mobile Apps – Why Are Marketers Holding Back?
Brand marketers are still hesitant to lean into a mobile-first approach, particularly in programmatic. But with the mobile app economy predicted to grow to $156 billion by 2023, why the uncertainty? Today, the digital advertising industry has the opportunity to transform the mobile app channel by acknowledging, understanding and tackling marketers’ concerns, writes Steve Roach, head of mobile app sales at Index Exchange.
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OPINION: Data-Driven ThinkingIn The Post-Cookie Era, Data Collection Must Be More Active And Goal-Oriented
The post-cookie marketplace must be reimagined for active customer data collection in which both the customer and brand are incentivized to create a more direct and reciprocal relationship in which both reap the benefits. Matt Chmiel, strategy director at Siberia, recommends four steps that will help brands make the journey from passive to active data collection.
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OPINION: On TV & VideoWhen It Comes To Content Signals, Advertisers Are Hungry For More From Publishers
Television has long been one of the most transparent advertising channels. Likewise, programmatic advertising has always offered buyers incredible detail about the audience and context of their ads. Now, advertisers are rightfully frustrated that they have so little transparency into where their ads run when buying television programmatically.
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OPINION: Data-Driven ThinkingHow 3 Proposed US Data Initiatives Could Transform Advertising
The Competition and Transparency in Digital Advertising Act, the American Data Privacy and Protection Act and efforts to change Google’s and Apple’s mobile advertising practices would force companies to adopt new practices and technologies to understand and act on consumer identity. Mathieu Roche, co-founder and CEO at ID5, dives into each initiative and its implications.
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OPINION: Data-Driven ThinkingWithout Data Privacy Standardization, We’re Navigating The Wild West
FTC v Kochava is a landmark battle in the long war over data privacy regulations. But regardless of how this particular case turns out, the digital marketing industry needs clearer standards for the collection, exchange and use of consumer data, writes Carolina Abenante, co-founder of NYIAX.
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OPINION: Data-Driven ThinkingAgency Payment Terms: How Long Before Delayed Payments Create A False Economy?
Brands are feeling the pressure to cut costs as the global economy remains uncertain. Some are even appealing to agencies to extend payment terms to get a handle on their finances. But it’s time for payment terms to be pruned to reasonable lengths to restore brand-agency relations and ensure supply chains don’t become overburdened with debts, writes Hasan Arik, Founder and CPO, Redmill Solutions.
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OPINION: On TV & Video3 Reasons Why Ad-Supported Streaming Services Lose Subscribers
The good news for streaming providers is that consumers are on board with how they deliver content, especially when they can save a few bucks with free ad-supported streaming TV (FAST) and ad-supported video-on-demand (AVOD). However, despite these free or low-cost ad-supported content options, streaming services are still struggling to gain and retain subscribers.
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OPINION: Data-Driven ThinkingDoes Apple Really Care About Privacy?
Back in 2018, Tim Cook said, “The truth is, we could make a ton of money if we monetized our customer—if our customer was our product.” Fast-forward to 2022, and, to deliver the most relevant Apple Search Ads, the company uses “information a customer includes in their Apple ID account” for ad targeting purposes. If that isn’t monetizing your customers, what is, writes Uriah Av-Ron, partner and founder at Oasis Public Relations.
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OPINION: Data-Driven ThinkingSKAN 4 Overview: Everything Advertisers Need To Know
SKAdNetwork (SKAN) 4.0 was released last month and there’s a lot to be optimistic about. But there’s also complexity to unpack. While Apple has focused on bringing more measurement into their framework, it could further fragment the advertising ecosystem, too. Katie Madding, chief product officer at Adjust, offers five key changes to be aware of.
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OPINION: The Sell SiderThe Role Of SSPs Is Changing. Here’s How They Can Adapt
SSPs had traditionally been among the first in the ad tech ecosystem to build profitable businesses. But their future in the programmatic tech stack is uncertain because they’ve evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs.
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OPINION: Data-Driven ThinkingFor Twitter, The Clock On Rebuilding Privacy Is Ticking
Following Elon Musk’s takeover of Twitter, the heads of privacy, security and compliance all abruptly left the company. The legal department is scrambling to pick up the pieces, asking engineers to “self-certify compliance.” The door is open for massive privacy breaches, writes Vuk Janosevic, co-founder and CEO of Blindnet.
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OPINION: On TV & VideoCould Brand Safety Be The Achilles Heel In Netflix’s AVOD Ambitions?
Faced with waning subscribers, Netflix has been forced to adapt to brave the streaming competition by rolling out ads. Yet there are still unanswered questions over how Netflix and other AVOD streaming contenders will successfully navigate brand safety for a highly sensitized market, writes Ken Weiner, CTO of GumGum.
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OPINION: Data-Driven ThinkingThe Psychology of Pandemic-Induced Shopping Behaviors
Reminders of our own mortality trigger dramatic behavioral change. Terror management theory dictates that any death reminder will initiate a spectrum of behaviors designed to protect and uplift our sense of self. And these adaptations include changes in purchasing behavior, too, writes Swaroop Reddy, CIO at Omnicom Precision Marketing Group.
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OPINION: Data-Driven ThinkingForget Proxy Performance KPIs. It’s Time To Focus On Revenue Again
The digitization of advertising unleashed a torrent of easily measurable statistics for marketers to measure performance. These KPIs have their place in marketing strategy. But digital marketing has become too focused on proxy KPIs in lieu of the metric that matters most: revenue, writes Michael Morris, co-founder of Hyperlocology.
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OPINION: On TV & VideoPlatform Ad Restrictions: Creative Ways Beer, Pharma, And Cannabis Marketers Can Fight Back
Between Amazon blocking beer ads during NFL Thursday Night Football and Meta’s newly introduced restrictions on pharmaceutical advertising, marketers are running into all sorts of unexpected (and perhaps anti-competitive) obstacles. Dan Meehan, Founder and CEO at PadSquad, offers suggestions for marketing around these restrictions.
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OPINION: The Sell SiderPublishers, Your Top Ops Talent Needs Your Attention
Publishers’ operational success depends on the abilities of a few specific individuals. If you have amazing operations leaders that can think strategically, you can do things other publishers can’t. But lose that leadership and the company’s future prospects take a hit, writes Rob Beeler, founder and CEO at Beeler.Tech.
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OPINION: Data-Driven ThinkingWant Better ROI From Your Marketing Tech? Treat It Like A Team Member
Only about half of marketers are utilizing the full breadth of capabilities of their marketing tech stack. But, writes Katie Klumper, CEO and founder of Black Glass, what if we treated technology like a team member?
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OPINION: On TV & VideoStreaming Sports Is In Desperate Need Of Standardized Measurement
As long as major live sports airs on broadcast and cable, linear will stay relevant to consumers and thus to advertisers. But the sports industry is now also looking to participate in high-growth areas, including streaming video and connected TV. And major streaming-first platforms are giving broadcast a run for its money, writes Scott Sottile, chief revenue officer at Unruly.
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OPINION: Data-Driven ThinkingFrom Privacy-Safe To Privacy-Sensitive: A Better Way To Approach Data
What will data look like in a privacy-first world? Marketers will need to scale their data usage based on contextual privacy sensitivity and specific use cases. This sliding scale will consist of three classifications of data: features, services and adjacent data sources, writes Femi Taiwo, head of consultancy, Europe, at Assembly Global.
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OPINION: Data-Driven ThinkingWhen Times Are Tough, Performance Marketing Is A Must
Performance marketing is a CFO’s dream – it drives measurable growth for every dollar spent. That’s why it’s absolutely essential in an unstable economic climate, writes Sean Popen, EVP at Matterkind.
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OPINION: On TV & VideoGoogle Should Sell Its Open Web Ad Business And Buy A CTV Platform
After losing out to Microsoft on the Netflix deal, Alphabet’s Google is still licking its wounds. But just because you lost a battle doesn’t mean the war is over. Google needs to immediately get back into the CTV/OTT fight with all the muscle it can muster, writes Jay Krihak, executive director at Crossmedia.
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OPINION: The Sell SiderSeller Defined Audiences Benefit Buyers, Sellers and Consumers
In theory, there is a lot a publisher may know about how audiences interact with their content that doesn’t fit neatly into the way cookies operate or the broader categorization schemas that are used today. This is where SDAs can make all the difference, writes Andrew Rosenman, global product marketing lead for advanced TV and video at Equativ.
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OPINION: Data-Driven ThinkingApple Faces An Uphill Battle In Its Ad Tech Expansion
Apple’s advertising privacy policies (namely iOS 14) have rocked the digital advertising industry for the last year. But in the meantime, Apple’s ad business has seen plenty of growth. Some may view Apple’s recent moves as a means to protect their interests, but it is much more likely that the strategy is for Apple to build a moat around its own burgeoning ad business, writes Ben Dutter, SVP of strategy at Power Digital.
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OPINION: On TV & VideoAn Interoperable Future For Linear And Connected TV
The giants of linear TV are fully aware of the power of streaming. Yet it’s difficult for linear budgets to shift to streaming the way things currently stand, writes Anthony Katsur, CEO of the IAB Tech Lab. The industry has a simple goal to pursue: to establish interoperability between legacy linear and connected television, which will streamline ad spend across both channels.
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OPINION: Data-Driven ThinkingAttribution Modeling: It’s Time To Get Back To Basics
The MRC is taking on the task of accrediting media mix modeling. But the industry needs to agree on definitions at the very least, then align on methodology. In the meantime, Marilois Snowman, CEO and founder of Mediastruction breaks down how to evaluate the effectiveness and impact of existing models.
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OPINION: The Sell SiderFor Seller-Defined Audiences To Work, Publishers Need Better Classification
In recent months, the IAB Tech Lab’s seller-defined audiences (SDA) have rapidly emerged as a strong contender for privacy-compliant audience classification. But many publishers still rely on time-consuming, manual processes to assign categories to their content, writes Oleksii Borysov, VP of product at MGID.
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OPINION: Data-Driven ThinkingWhy Snowflake And AWS Are On Their Way To Data Dominance
Proctor & Gamble recently announced their support of The Trade Desk’s UID 2.0 identity framework. The partnership is significant for a couple of reasons. First, where P&G goes, other brands will follow. And second, approval hints at the rise of new walled gardens that could become even more powerful than Google and Facebook, writes Nancy Marzouk, CEO and founder of MediaWallah.
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OPINION: On TV & VideoIdentity Tools Will Be Essential To Transforming TV Ad Measurement
The growth of streaming has pushed TV into the realm of digital media, enabling data-driven, audience-based advertising and near-real-time impression-level decisioning. This new era of TV advertising requires a new era of measurement that delivers the granularity and speed advertisers need to maximize campaign performance.
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OPINION: Data-Driven ThinkingBrace Yourselves. More Consolidation Is Coming
Ad tech saw almost 1,500 M&As between 2020 and 2021. So is this consolidation trend here to stay? It looks like it’s a resounding yes, writes Matthew Papa, SVP of business and corporate development at Captify.
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OPINION: On TV & VideoTo Reach Latino Consumers, Think Culture and Context
Today, Latinos make up nearly 20% of the current U.S. population. They’re also the future of America. Almost 30% of all kids are Latino. But despite U.S. Latino consumer power coming in at around $1.7 trillion annually, only 6% of the overall industry investment goes toward this market.