AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingApple’s No Villain – It’s Got the Right Approach to Privacy and Advertising
Apple is disrupting old business models that refuse to evolve or die. And the entities affected are fighting back with what is left: weak narratives and conspiracy theories, writes audience and data strategy consultant Alessandro De Zanche.
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OPINION: On TV & VideoBig Data From Smart TVs Isn’t Enough To Measure Audiences
The benefits of technology are seemingly endless. Yet despite the many doors that smart TVs will open in the years ahead, they won’t – by themselves – provide the media industry with an accurate view of who’s using them, writes Jonathan Wells, SVP of data science at Nielsen.
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OPINION: The Sell SiderIdentity Is Driving The Convergence Of Programmatic Supply And Demand
Supply-path optimization remains a hot industry topic. Increasingly, advertisers and publishers see the value in SPO to get closer to one another’s audiences. But identity is stoking the fire on the convergence of programmatic supply and demand, writes Lauren Fisher, GM of business intelligence at Advertiser Perceptions.
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OPINION: Data-Driven ThinkingMaking The Digital Media Supply Chain More Sustainable
For digital media, Scope 3 includes agencies, tech companies and publishers. Everyone in the digital advertising supply chain is equally responsible for its sustainability. That’s why, to successfully sustain it, marketers must connect their efforts to wider corporate goals, use standard certifications and measurements, and prioritize innovations that create a winning, sustainable scenario for everyone, writes Ben Riley, general manager at SeenThis.
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OPINION: On TV & VideoOutstream Is In (And That’s A Good Thing)
On the mobile web, outstream is in, and instream is out. With its latest guidelines, the IAB Tech Lab has effectively ended instream, declaring outstream the primary path for web video inventory. This shift will mean incredible things for the advertising ecosystem, writes Eric Hochberger, CEO of Mediavine – namely, a transparent buying and selling experience for video inventory that should help supply and demand.
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OPINION: Data-Driven ThinkingMADTech Time Machine: What The Future Looks Like Without Third-Party Cookies
Google Topics is Google’s proposed replacement, which takes us back in time to broad, interest-based segmented targeting. This means brands are about to return to the “bad old days” of marketing, when many audiences all saw the same message. And this one-message-fits-most approach doesn’t fix what’s fundamentally broken in MADTech: the consumer experience, writes Tara DeZao, director of product marketing, MarTech and AdTech, at Pega.
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OPINION: On TV & VideoWhy CTV Belongs At The Top, Not The Bottom, Of Your Marketing Funnel
Connected TV marries a century-old piece of technology (television) with the capabilities of the internet. This presents an interesting challenge when we think about where CTV belongs in a marketing funnel, writes Andrew Mullins, director of programmatic at Realtime Agency.
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OPINION: The Sell SiderA Recession Is Coming. Publishers Must Prepare Now
In Q2 of 2022, ad tech witnessed a slowdown in scaled deal activity (almost 60%). The reason? Global inflation, the Russia-Ukraine war, rising interest rates and the prospect of a recession are just a few factors. But what does this mean for publishers in particular, and how can they prepare? Kean Graham, CEO and founder, MonetizeMore, offers his perspective.
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OPINION: Data-Driven ThinkingUsers Are Running Away From Social, But Most Advertisers Haven’t Caught Up Yet
Social media, especially Facebook, has been the backbone of many brands’ advertising strategies for the past decade. However, new trends indicate it might fall off the favorites list soon. A recent report from the tech giant shows an unprecedented decline in its daily active users, writes Pedro Campos, founder of Advertongue.
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OPINION: On TV & VideoTransparency Is The Last Piece Of The Programmatic CTV Puzzle
Transparency is the keystone that will bring together the best of linear advertising with the best of programmatic. Brands should be able to get more transparency on programmatic CTV, but, just as importantly, publishers should get something in return for sharing this information, writes Nicole Scaglione, global VP of OTT and CTV at PubMatic.
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OPINION: Data-Driven ThinkingIf Agencies Want To Survive, They Need To Adapt – And Look Inward
With so much upheaval in our industry, agencies are the ones bearing the brunt of the greatest changes. If you’re an agency that wants to last beyond this chaotic inflection point, you will need to make three core changes across your business: evaluate what your core competencies truly are, take proactive steps to retain your top talent and accept that brands want more ownership in your relationship, writes Rob Beeler, founder of Beeler.Tech.
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OPINION: The Sell SiderGoogle’s Privacy Sandbox Is Open For Testing – So, Why Are So Few Testing It?
Everyone in our industry has been on the edge of their seat since Google first began developing the Privacy Sandbox more than three years ago. But things have been moving slowly, writes Lukasz Wlodarczyk, VP of programmatic ecosystem growth and innovation at RTB House. The cookieless future is virtually here, and the time to experiment with alternatives is now.
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OPINION: Data-Driven ThinkingMeasurement Is At Stake When CPRA Takes Effect
The California Privacy Rights Act (CPRA), which takes effect on January 1, 2023, and replaces the current California Consumer Privacy Act (CCPA), throws a curveball to measurement and analytics practices. Gary Kibel, partner at Davis+Gilbert, explains how restrictions on combining data will impact measurement.
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OPINION: On TV & VideoHow Will CTV Ever Measure Up?
CTV is at a crossroads, writes Mark Walker, CEO of Direct Digital Holdings. We’re already seeing streaming become the dominant way TV is delivered, which opens up CTV ads to a wealth of possibilities. With that, the industry will face an existential question: What is the role of TV advertising now that it is connected?
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OPINION: Data-Driven ThinkingIt's Time For Madison Avenue To Change Its Approach To DEI
The marketing, publishing, advertising and communication industries have historically been on the cutting edge of diversity efforts with customers. Yet many continue to fall behind internally, writes Jeffrey L. Bowman, co-founder and CEO of Reframe.
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OPINION: Data-Driven ThinkingAre Your Metrics Creating Confirmation Bias?
A marketing campaign is nothing without a strong measurement strategy. Each channel and tactic you are investing in needs to be held accountable to business results. Confirmation bias creeps in when you consider a KPI that is easily manipulated but isn’t a true reflection of business results, writes Elise Stieferman, director of marketing & business strategy at Coegi.
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OPINION: On TV & VideoMarketers Are Outgrowing Video Completion Rate. Here’s Why
For years, video completion rate (VCR) has been a top metric for digital marketers. But as a standalone measurement metric, VCR doesn’t cut it anymore, writes Katie Cladis, VP of product at Digital Remedy. While it can illuminate aspects of advertising’s performance, it just shouldn’t be at the very center of a modern video ad campaign.
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OPINION: The Sell SiderIntroducing Advertising Logistics – A New Approach For A More Observable Programmatic Ecosystem
As technology and industry self-regulation converge to make supply and demand path optimization more seamless and efficient, we need a better name to describe optimization across the advertising ecosystem, writes Stephen Johnston, CTO of PubWise. “I’d like to submit for your consideration a new term: advertising logistics.”
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OPINION: Data-Driven ThinkingThere’s No Single Solution For Privacy-Protected Advertising
The emergence of large-scale data and identity resolution platforms with audience graphs across devices and households is a major step forward to helping reclaim control over reach and frequency. But there’s no single solution to the problem, writes Seraj Bharwani, chief strategy officer at AcuityAds.
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OPINION: Data-Driven ThinkingAs The Open Web Becomes More Real, Will Google Be The First To Fall?
How will the high-stakes game of antitrust chicken between Google and the US Department of Justice play out? It could be a first important proactive step toward true structural change – not just at Google but across many of the biggest players in the industry, writes Arnaud Créput, CEO of Equativ.
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OPINION: Data-Driven ThinkingClean Rooms May Not Be As “Clean” As Advertisers Think
Clean rooms are riding a wave of momentum as the ad industry looks for ways to use aggregated, anonymized data sets to predict audience identity. Yet, despite a catchy name, clean rooms aren’t necessarily as “clean” as they promise to be, writes Drew Stein, CEO of Audigent.
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OPINION: On TV & VideoFor TV, GRPs Are Out, And Impressions Are In
As TV viewership behavior has evolved, both buyers and sellers were increasingly forced to deal with digital inventory (CTV). Impressions are the standard metric in the CTV environment, which means there’s been a surge in support and comfort around impressions as a currency, writes Brie Pinnow, co-founder of Blinc. And this trend will only continue.
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OPINION: The Sell SiderBrands Need To Accept Responsibility For Keeping Consumer Data Safe
While Google’s recent decision to extend the life of third-party cookies for another year didn’t come as much of a surprise, it nonetheless sent another ripple throughout the ecosystem. As we enter a future focused on restoring consumer trust, the past few years have seen a ton of changes to the digital advertising landscape, writes Mark Pearlstein, CRO of Permutive.
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OPINION: Data-Driven ThinkingMachine Learning Isn’t Magic – It Needs Strategy And A Human Touch
The term “machine learning” seems to have a magical effect as a sales buzzword. Couple that with the term “data science,” and lots of companies think they have a winning formula for attracting new clients. But there is a need for best practices in data science and for companies to invest in and fully support talent that can apply those principles effectively, writes Jasmine Jia, associate director of data science at Blockthrough.
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OPINION: On TV & VideoIs CTV Ad Buying Heading To Open Exchanges?
Just because the media world has gone fully digital doesn’t mean we need to impose early digital models and constraints on every opportunity, said Philip Inghelbrecht, CEO of Tatari. More CTV inventory will roll into programmatic pipes in coming years, he writes, but the notion that it’ll achieve programmatic domination is faulty — CTV inventory is still very different from digital.
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OPINION: The Sell SiderStop Wasting Your Ad Spend On Made-For-Advertising Publishers
There’s a new TLA (“three-letter acronym”) that’s crept into the media-buying conversation. MFA: Made-for-advertising content. MFA is a combination of paid traffic, clickbait and other incentivized traffic, engineered to create ad impressions and generate revenue. New sites pop up virtually overnight with millions of impressions, sucking up ad dollars and hurting campaign performance, writes Tal Almany, VP of publisher development at Kargo.
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OPINION: On TV & VideoWhy The Economic Downturn Could Be Good News For CTV
With a bear market upon us and the chance of a recession as high as 44%, marketers are bracing for budget cuts. Typically, marketers pull back on branding when money gets tight, retreating to superficial, measurable safe havens like search and social. But one channel that is likely to endure the recession is CTV, writes Gijsbert Pols, PhD, director of CTV and new channels at Adjust.
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OPINION: The Sell SiderWhy The Death Of Cookies Could Thwart Diversity Efforts
Hardly a week goes by without a marketer or an investor declaring their interest in committing more support to minority-owned media. But the timing is unfortunate, writes Lashawnda Goffin, CEO of Colossus SSP. Just as brands are ready to shift more dollars toward minority audiences and publications, the death of third-party cookies is making those audiences harder to zero-in on.
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OPINION: Data-Driven ThinkingCan We Make ‘The Genuine Web’ A Thing?
Let’s face it: The “open internet” includes a lot of good things, but also a lot of crap. And it’s a disservice to responsible media owners and content creators to bundle them in with nefarious operators that pirate content and operate solely to siphon legitimate ad dollars away through arbitrage, writes Ruben Schreurs, group chief product officer at Ebiquity.
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OPINION: Data-Driven ThinkingWhy Internet Privacy Needs A Federal Law
A federal privacy law is perhaps the only way the digital media industry can stave off Big Tech companies, which are aggressively trying to define privacy on their own terms, writes Jason Bier, general counsel and chief privacy officer at Adstra.