AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & VideoNetflix And Microsoft Is A Partnership Built On Bundling
In mid-July, Netflix announced a partnership with Microsoft, selecting the tech giant for its new advertising and sales agency. Odd, right? The obvious choice was Google, especially with the push for cookieless data. But there’s more than meets the eye to this partnership. Clearly, there’s something in it for both players, writes Humphrey Ho, managing director of Hyperlink Digital’s Americas business.
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OPINION: The Sell SiderHow Publishers Can Meet The Buy-Side’s Demands For ‘Cruelty-Free’ Ad Environments
The programmatic ecosystem is so complex and opaque that bad actors are able to game the system to fund hate and social harm. Now, advertisers are getting more concerned about funding harmful activity through ad fraud and high-velocity disinformation within social and programmatic ecosystems, writes Sarah Bolton, EVP of business intelligence at Advertiser Perceptions.
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OPINION: On TV & VideoWhy Churn Still Matters In The Age Of AVOD
The success and value of an AVOD platform depends on more than just the size and growth of the audience. How much time they spend streaming also matters. And as the AVOD landscape becomes more competitive, platforms like Netflix will need to focus on user experience to keep viewers watching, writes Joel Cox, co-founder and SVP of strategy and innovation at Strategus.
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OPINION: Data-Driven ThinkingTargeting Means More Than Just User IDs
Ad tech must quit its addiction to user IDs and instead start focusing on how we can innovate in other areas: audience targeting, managing frequency and improving measurement (especially conversion attribution). Meanwhile, contextual and geo-based targeting are a great way to reach an audience and get better than expected ROI on campaigns, writes Ian Trider, VP of RTB platform operations at Basis Technologies.
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OPINION: Data-Driven ThinkingCan Speed, Smarts, Scale And Spending Ever Coexist In The Mid-Market?
Managing digital campaigns for the mid-market is hard. Mid-marketers need to consider speed, smarts, scale and spend. But pick three, writes Marilois Snowman, CEO and founder of Mediastruction.
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OPINION: Data-Driven ThinkingWhat Marketers Can Learn From Formula 1 Racing
Like F1 cars, the marketing world also generates data. The difference is it’s not connected to anything that can help brand managers make the kind of data-fueled decisions that have been a game changer for F1 teams, writes Andy Hopkinson, strategic director of Extreme Reach.
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OPINION: Data-Driven ThinkingWe Need To Update The Way We Think About In-Housing
Today, there are so many flavors of in-housing. The term itself has become a bit like “programmatic,” where the meaning across organizations varies so greatly that there’s little point in using it on its own. What matters now isn’t how brands define “in-house” or if in fact they “in-house” at all – it’s whether they approach their digital advertising strategically and thoughtfully, writes Dan Larden, head of UK at TPA Digital.
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OPINION: On TV & VideoIt’s Time To Retire The Notion Of CTV As ‘Incremental’
The marketing funnel is ever-changing, and cookie deprecation isn’t making things any easier. Advertisers have two choices, writes Tom Wolfe, SVP of business development at Viant: Collaborate with industry partners on the front edge of next-generation data solutions, or cling to the past and hope for the best.
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OPINION: The Sell SiderRetailers Are Publishers Now And They Need Better Ad Tech
Brands without scalable first-party data are turning to retailers to connect directly with customers. At the same time, writes Andreas Reiffen, CEO of Crealytics, retailers are seeking ways to combat margin pressure, emulate Amazon’s extraordinary advertising success, deepen relationships with brand partners, and better understand their customers. Cue the retail media boom.
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OPINION: Data-Driven Thinking3 Ways Partnerships Can Drive Better Marketing Analytics and ROI
Marketers will soon be unable to rely on third-party data to understand customers at scale, and the jury is still out on how first-party data can power measurement. In an ID-free world, there are three ways partnerships can help marketers achieve holistic measurement to drive business outcomes and ROI: enhanced data, expedited insights and enablement of scale, writes Susan Tillou, SVP, global head of partnerships at Analytic Partners.
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OPINION: Data-Driven ThinkingAdvertisers Are Missing Key Audiences – Even Before Third-Party Cookies Disappear
Advertisers in the U.S. are missing out on 46% of their addressable mobile audience. And desktop doesn’t fall behind. 40% of the audience is currently not reachable if you rely on IDs. Instead of opting for solutions that only get you halfway to your goals, keep three main points in mind: scale, accurate targeting and sustainability, writes Aaron McKee, CTO at Blis.
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OPINION: On TV & VideoCTV Ad Buying Is About More Than Just Premium Versus Programmatic
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Matt Sattel, VP of global brand partnerships at OpenX. Brands today often look at CTV inventory through two different lenses. Either it’s premium, walled-garden inventory that’s negotiated and purchased via upfronts and NewFronts – or […]
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OPINION: Data-Driven ThinkingDTC Data Isn’t Enough To Fully Inform Retail Advertising – That’s Where Loyalty Programs Come In
Many brands, startups and well-known CPGs are missing the more effective retailer data sets at their disposal: loyalty programs, writes Lauren Littlejohn, director of data science and research at 84.51°.
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OPINION: Data-Driven ThinkingAdvertisers Need More Than AI. They Need Diverse Human Talent
To make the most of AI, advertisers must diversify data analytics teams to bring varied perspectives and talents to data collection and decision-making, writes Ashley Tsai, head of analytics at mSix&Partners.
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OPINION: On TV & VideoThe Key To CTV Success Is Putting Your Audience First
Advertisers new to CTV often approach streaming buys the same way they approach linear: By focusing on large-scale inventory from only the biggest providers instead of focusing on their audience. This strategy tends to overlook the unique advantages CTV offers, writes Marrika Zapiler, director of advanced TV at Marketing Architects.
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OPINION: Data-Driven ThinkingIs Your Data Usable?
Marketers today have many data sources available to them, giving them the option to tailor data sets based on their specific needs. Whether it’s for audience segmentation or business operations, it can be tempting to buy the biggest data set available. However, it’s important that marketers think twice before diving in, especially when it comes to location data, writes Jeff White, CEO of Gravy Analytics.
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OPINION: On TV & VideoWhy You Can’t Afford to Miss Your Next Campaign Deadline
During the pandemic, global streaming consumption accelerated exponentially. But expansive growth comes with expansive problems, including an unprecedented volume of late or failed campaigns. It’s time to shine a light on exactly what happens when someone misses a deadline – and why it’s so risky, writes Jason Trout, global chief digital officer at Peach.
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OPINION: The Sell SiderLGBTQ+ Censorship On Social Networks Needs To Stop
The LGBTQ+ community is the fastest-growing minority group in the US, accounting for over 20% of Gen Z. Yet, to date, social platforms have not fully embraced and supported our community. Across popular social networks like Facebook and TikTok, queer creators face censorship and potential legislation to limit their rights, writes Lauren Zoltick, director of performance marketing at Storyblocks.
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OPINION: Data-Driven ThinkingWhen A Recession Hits, Don’t Pull Back Your Advertising
It’s no secret that, even in a perfect world, the “rules” of marketing are constantly changing. A recession is only going to exacerbate the inconsistency tenfold. You’ll do yourself a favor if you understand now that there is no blanket strategy, writes Tom Shea, co-founder and CRO of Adgile Media Group.
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OPINION: Data-Driven ThinkingAI Can’t Replace Human Creativity. But It Can Enhance It
The release of Google’s Imagen tool has certainly made news feeds more entertaining in recent months. Who doesn’t want to see pictures of a raccoon dressed as an astronaut or a corgi cycling through Times Square? But while Google’s new text-to-image generator is a really interesting development that illustrates the potential of AI, this type of technology can’t replace human creatives in the advertising industry, writes Graham Wilkinson, chief innovation officer at Kinesso and Matterkind Global.
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OPINION: Data-Driven ThinkingWill Apple Be The New Ad Tech Challenger?
Looks like Apple wants to launch a DSP. With Google’s recent (and second) third-party cookie delay, maybe it’s going to take a company like Apple, with a track record of technical innovation, to develop the next privacy-centered targeting solutions for digital advertising, writes Nico Neumann.
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OPINION: The Sell SiderBrands Are Wary Of News – It's Up To News Publishers To Change Their Minds
Marketers are often mission-driven. But too often, when informing the public through news and information is of utmost urgency, marketers choose to steer clear not just from bad or hot-button issues, but from all news content entirely, choking off potential revenue for news enterprises and doing a disservice to the public good, writes Dev Pragad, CEO of Newsweek.
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OPINION: Data-Driven ThinkingThere’s A Trust Opportunity That The Advertising World Isn’t Capitalizing On
A YouGov study found that people are more likely to sign up for an online platform if they can see how their information will be used. This presents a trust opportunity for marketers, writes Lauren Wetzel, COO of InfoSum.
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OPINION: On TV & VideoNetflix And Microsoft Are The Perfect Match – But The Potential Goes Beyond Ads
Flexibility to innovate is part of the reason Netflix teamed up with Microsoft – but the potential of the match goes beyond ads. With studio costs for original content soaring and subscribers willing to drop subscriptions based on the attractiveness of a content library, a marriage with the owner of Xbox offers scope for diversification far beyond ad dollars, writes Joseph Lospalluto, US country manager of ShowHeroes Group.
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OPINION: The Sell SiderTo Survive, Publishers Have To Focus On Building Trust
Multiple threats to the ad tech industry make navigating forward complicated, writes Rob Beeler, Founder and CEO of Beeler.Tech. But as “fun” as it is to bet on what dooms us, might I suggest we start placing bets on what saves us? For publishers, the way forward lies in revenue diversification and building real trust with consumers.
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OPINION: The Sell SiderAdvertisers Have An Environmental Responsibility
All ad tech activities, from buying impressions to processing data, require electricity. And it’s estimated that the Internet’s overall environmental impact is around 2%-4% of global carbon emissions, which is on par with the airline industry. But there’s a very real opportunity to ignite real, long-term change that can benefit all stakeholders involved, writes John Goulding, global chief strategy officer at MiQ.
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OPINION: Data-Driven ThinkingNavigating Apple’s SKAdNetwork 4.0 Means Embracing Privacy Changes
At this year’s WWDC, Apple announced updates to SKAdNetwork, its privacy-adjusted mobile measurement framework. For marketers, embracing, understanding and developing a robust strategy for SKAdNetwork is essential for user engagement and measurement on iOS. From there, the key will be maximizing the value of first-party data and designing long-term acquisition and measurement strategies – based on user consent for targeted advertising, writes Katie Madding, chief product officer at Adjust.
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OPINION: On TV & VideoAre You Measuring The Brand Lift Of Your Video Ads? Here’s Why You Should Be
In the digital age, we’re often reminded about how far we’ve come from our prehistoric internet past. A similar shift is happening in traditional advertising and the way consumers build relationships with brands, writes Christian Dankl, co-founder of Precise TV. Today, advertisers have much more insight into specific, data-driven relationships between brands and consumers.
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OPINION: Data-Driven ThinkingGA4 Will Replace Google Analytics In Just A Year – Are You Ready?
Google launched Google Analytics 4 (GA4) back in October 2020 to unify digital web and app analytics. Its push toward the new solution underscores the need for advertisers to implement a data strategy built on first-party data. But now the question is whether brands should prioritize the switch to GA4 before the sunsetting of Universal Analytics (UA) in July 2023 and what this transition means, writes Jessica Jacobs, global director of partnerships and growth at Incubeta.
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OPINION: The Sell SiderPost Third-Party Cookies, You’ll Need This First-Party Media Monetization Checklist
One of the most overlooked caveats around the shift to first-party assets is that no successful monetization strategy can be built in isolation. A future-facing media monetization strategy must work in two concentrical contexts: within the media owner’s environment itself and within the advertising environment, writes Alessandro De Zanche, audience and data strategy consultant.