AUTHOR ARCHIVE FOR:
AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
OPINION: Data-Driven Thinking5 Steps To Improving Your Analyst Relations
In a saturated technology marketplace, it is becoming harder for vendors to differentiate themselves. A competitive environment means using all methods available to win over buyers. One time-tested way is via industry analysts, writes Marc Johnson, general manager and CMO at Bombora.
-
OPINION: On TV & VideoSupply Chain Optimization And Better Data Pathways Can Improve Programmatic Streaming
Programmatic advertising can be notoriously complex. But in the streaming category in particular, there is ample opportunity to improve transparency, revenue and user experience — namely, supply-path optimization and better data technology, writes Troy Bubley, co-founder and president of diDNA.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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?
-
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.
-
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.
-
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.