AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: The Sell SiderFive Reasons Why Ad Networks Just Won’t Die
For years now, the digital advertising industry has been talking about the premature death of the ad network, writes Omri Argaman, chief growth officer at Zoomd. But there’s a reason why ad networks have survived for so long – they have standardization and massive reach, and are primed to become major growth engines for certain channels (such as in-app and mobile gaming) compared with programmatic exchanges.
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OPINION: On TV & VideoManual Deals Just Won’t Cut It For Premium OTT Inventory
Why wouldn’t DSPs want to secure the best possible access to OTT inventory through programmatic while accessing the impression commitments and set pricing provided by direct deals? If DSPs want to compete with more traditional advertising platforms, they will need to do just that, writes Doug Huntington, CEO of FatTail.
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OPINION: Data-Driven ThinkingReady to Experiment With Influencer Marketing? 3 Strategies For Getting Started
Working closely with creators and influencers – can be less expensive than traditional media and can afford agencies and brands a much more targeted avenue for building trust and loyalty. How can brands get it right? Jason Chitwood, general manager of MarketerHire for Agencies, offers three recommendations to keep in mind.
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OPINION: The Sell SiderAs Ad Tech Consolidates, Publishers Need To Tread Carefully
Ad exchanges used to be a regular feature of the ad tech landscape. Now? You can hardly find a stand-alone ad exchange because other ad tech players (including SSPs) and ad servers rolled all the exchanges into their service suites. And consolidation is a system in which the best company doesn’t always win, writes Jayson Dubin, CEO of Playwire. Publishers can protect themselves in the midst of disruption by taking a few easy steps.
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OPINION: Data-Driven ThinkingThird-Party, Direct Or In-House: Which Clean Room Is Right For You?
With more eyes on consumer privacy than ever before, data clean rooms have become one of the hottest technologies in marketing when it comes to secure, modern data collection. But as clean rooms come to the forefront, many brands are finding that building and working with this technology requires a little acumen and a lot of planning. St.Clair McLean, VP of infrastructure and security at Alliant, shares three clean room approaches to consider as brands look to align the right capabilities with their needs.
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OPINION: On TV & VideoMarriott’s Media Network Is A Billion-Dollar Opportunity
Large format advertising is here to stay. But what if you could link the TV screens in hotels with connected TV (CTV) through programmatic? Much of Marriott’s continued growth will stem from the hotel group’s debut of its very own ad network, writes Humphrey Ho, managing director of Hylink Digital’s Americas business.
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OPINION: The Sell SiderMobile Game Advertisers Created The Playbook – And Now Consoles Can Follow
As console gaming evolves, mobile provides a blueprint for solving the challenges around attribution, formatting, targeting and integration in free-to-play (F2P) games. To thrive, subscription-based gaming businesses need other means of monetization, and the F2P model is a viable alternative simply because it opens up many other opportunities for revenue besides in-app purchases.
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OPINION: On TV & VideoStreaming M&A Means New Monetization Opportunities And Measurement Tactics
The emergence of the streaming era has led to a transformative shift in M&A activity in media and entertainment. Streaming platforms are about to look vastly different as consolidation continues, giving rise to new monetization models and measurement tactics, writes Matt Papa, SVP of business and corporate development at Captify.
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OPINION: Data-Driven ThinkingMove Out Of The Funnel And Into The Fast Lane
Instead of a funnel that slows traffic, we need to create a ubiquitous, always-accessible “sales superhighway” that provides countless on-ramps. This change of perspective will impact both how we define our potential audiences and the speed with which we have meaningful interactions with them, writes Lance Porigow, EVP of growth at The Shipyard.
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OPINION: Data-Driven ThinkingThe Metaverse Is Still More Hype Than Reality – But That Doesn’t Mean You Can Ignore It
Do you have a metaverse strategy yet? If not, you‘re in good company. Most marketers don’t even know what the metaverse is, let alone why their brand needs it. But that doesn’t mean you can sit this one out or wait until the metaverse matures to start experimenting, writes Brian Ko, chief commercial officer and chief revenue officer, AudienceX.
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OPINION: The Sell SiderWill OpenPath Create Another Walled Garden?
The Trade Desk’s OpenPath gives advertisers a direct link with premium publishers, collapsing the supply chain from the DSP directly to the publisher’s inventory. While a win under the guise of supply path optimization, it also spells danger for SSPs, the traditional guardians of publisher inventory who now risk being squeezed out entirely, writes Joseph Lospalluto, US Country Manager of ShowHeroes Group.
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OPINION: On TV & VideoTV 360: Why Marketers Should Combine Linear TV And CTV Advertising
Advertisers often feel torn between linear and connected TV. They wonder which channel will give them the best ROI. But rather than choosing one or the other, an increasing number of brands are adopting a TV 360 approach, writes Maria Mryasova, director of product at DCMN. This not only means blending linear and CTV advertising to best reach their target audiences, but also integrating their TV efforts effectively across their marketing funnel.
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OPINION: The Sell SiderThe Future of Ad Tech Is About Consent, Not Cookies
Google’s new “reject all” cookies button is about to disrupt the entire ad tech ecosystem even more. The next era of ad tech is about user consent, not cookies, writes Joe Root, CEO of Permutive. And the age of opt-outs means publishers and advertisers need solutions to serve an ad without processing user data – and some are already making mistakes.
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OPINION: Data-Driven ThinkingWhy The Convergence Of Data Across Channels Is A Boon For CPG Brands
Two years of sweeping disruptions – supply-chain shortages, staffing challenges, fluctuating COVID regulations and looming inflation – were tough on consumer packaged goods (CPG) marketers and retailers. But consumers are eager to shop in stores again. As data across touch points converge, marketers have the power to elevate customer experience and increase conversions, writes Gila Wilensky, president of Xaxis US.
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OPINION: On TV & VideoAdvanced TV Advertising Is Desperate For More Transparency
Transparency in audience measurement and ad sale pricing and has grown over time. But The need for greater transparency around the cacophony of growing advanced TV offerings is glaring, writes John Link, VP of sales at AdImpact. Compared to the linear TV market, digital ad transactions remain more opaque because the nature of the medium calls for more advanced targeting with more granular data.
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OPINION: The Sell SiderPodcast Ads Are Lackluster, But That’s Finally Changing
As an advertising vehicle, podcasts have yet to reach their full potential due to a limited array of formats and a relatively small amount of inventory. To take full advantage of ad monetization, the podcasting industry will need to “rip up its playbook,” writes Paul Kelly, Chief Revenue Officer of A Million Ads. But there are ways the industry can bring podcasting revenue to its full potential.
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OPINION: On TV & VideoBuckle Up, Media Planners: The 2022 Midterms Will Be Tough On Advertisers
A rare trifecta of factors influencing the marketplace today — political tension, a war in Europe, a continuing pandemic and high inflation — means this year’s midterms will be a bumpy ride, writes George Leon, Chief Strategy Officer at Hawthorne Advertising. Buyers who need to drive action around time-specific events will need to maintain a presence during the midterms, and they’ll have to plan on paying more to place inventory that receives lower response rates.
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OPINION: Data-Driven ThinkingUtah’s And Connecticut’s Privacy Laws May Not Be That Different From The CDPA, CPRA And CPA – But Are You Ready?
While the seemingly relentless passage of state data privacy legislation may seem daunting, most of these laws follow patterns. In short, if you’re gearing up for compliance with the Virginia Consumer Data Protection Act, the Colorado Privacy Act or the California Privacy Rights Act, you’ll be well-positioned for the new Utah and Connecticut laws, too, according to Davis+Gilbert lawyers Richard Eisert and Zachary Klein.
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OPINION: The Sell SiderWhat Publishers Need to Know About Google’s Optimized Pricing
Google announced it will add the Optimized Pricing feature to its current ad inventory pricing model, Unified Pricing Rules (UPR), for all publishers. The idea is to protect the value of publisher inventory by preventing buyers from purchasing it for less than what it’s worth, writes Kean Wang, VP of product and strategy at Intowow. But how will Google determine inventory worth when it provides services for both publishers and buyers?
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OPINION: On TV & VideoThe Case For Measuring TV Ads And Programming Separately
Historically, the technology used to deliver TV programming and advertising to viewers has evolved much faster than the ability to measure it. Now that ads don’t travel with their programming the way they did in the old days of legacy linear, the key to efficiency in cross-platform TV advertising will be measuring ads and content separately, writes Vijoy Gopalakrishnan, Chief Research Officer at iSpot.
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OPINION: Data-Driven ThinkingTraditional Media Players Can Become Data-Driven. Here’s How
Personalization – paired with effective measurement – has enabled marketers to see and understand results, ultimately driving them to spend more. Madan Sundararaju, vice president of the M&E sector at Capgemini Americas, writes on how traditional media platforms can adapt to these trends and increase their share of ad revenue.
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OPINION: The Sell SiderMedia Buyers Should Demand More from Programmatic ‘Premium’
Go to any SSP or DSP website and you’re likely to see a mention of programmatic “premium.” But programmatic premium shouldn’t stop at inventory – ad tech companies should also be supplying premium service to make sure advertisers can actually optimize their buys by maximizing the value of that premium inventory, writes Steve Pelletier, SVP of strategic partnerships & corp development at FatTail.
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OPINION: On TV & VideoAre Retail Media Networks, Addressable TV And Walled Gardens Worth The Investment?
Marketing typically depends on the thoughtful and strategic allocation of limited financial resources. Creative matters, but putting money behind the channels that will truly drive growth is the key to success, writes Cory Davis, VP of media and madtech at Infutor – which is why marketers will have to continue testing, learning and adjusting to new channels as they grow their businesses.
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OPINION: The Sell SiderSeller Defined Audiences And Data Clean Rooms Will Solve The Identity Problem
The erosion of third-party cookies and the fragmentation of identity have compelled publishers to rebuild their first-party data strategies. And the IAB Tech Lab’s Self-Defined Audiences (SDA) might be one of the most significant standards building toward a set of post-cookie digital advertising solutions that aggregate and normalize audience data points across publishers’ domains, writes Vlad Stesin, Co-Founder and Chief Strategy Officer of Optable.
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OPINION: On TV & VideoForget the Rule of 7: It’s Time to Reduce Ad Repetition
The old adage that consumers must hear an ad at least seven times in order for it to stick no longer rings true when over-serving ads costs brands billions (and ruins the viewing experience), writes Valerie Bischak, GM and head of growth at Amobee. Data enables advertisers to reach their desired viewers, but technology can help maximize reach and control frequency against these most desired audiences.
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OPINION: The Sell SiderProgrammatic Needs More Transparent Pricing
The programmatic market continues to boom as marketers shift more of their budgets to digital channels. But despite the incredible scale of this ecosystem, the market is still maturing – and true price discovery and price setting at a level of granularity that reflects true marketplace dynamics can help fill some of those gaps, writes Andrew Casale, president and CEO of Index Exchange.
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OPINION: On TV & VideoPolitical Campaigns Win With CTV – But Keep These 3 Things In Mind For The Midterms
CTV is a no-brainer for political advertising today – viewership is up, it costs less, there’s more ad inventory, it’s addressable and it allows incremental reach on top of linear spend, writes Iván Markman, Yahoo’s chief business officer. The sooner political campaigns get serious about CTV, the sooner they can gain valuable insights about what their video strategy needs to look like in the future.
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OPINION: Data-Driven ThinkingAdvertisers Are In Trouble: The Industry Needs Chief Morality Officers
The advertising industry is taking a few hits these days. Legislators are looking hard at treating ad platforms like utilities. Nefarious state actors have hacked our political discourse and even our understanding of facts. But this isn’t the first time the ad industry is facing choppy waters. The ad world is in desperate need of a new position: the Chief Morality Officer, writes Marilois Snowman, CEO and founder of Mediastruction.
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OPINION: The Sell SiderRetail Media Platforms Can Learn And Leverage A Thing Or Two From Affiliate
In the affiliate marketing world, publishers pursued the same goal retailers are pursuing today: to convert online intent into a shopper journey. Affiliate nets work with performance marketers, so retailers should branch out to digital-native marketers, writes Michael Jacobi, co-founder and CEO of Button.
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OPINION: Data-Driven ThinkingBeyond Clean Rooms, Brands Need Clean Houses
Taking the “room” metaphor literally, the current clean room system is akin to a collection of stand-alone rooms existing outside the form and function of a house. That’s why the next level must look beyond clean rooms. It’s time to build a clean house using a method called distributed analytics, writes Marc Rossen, SVP investment and activation analytics at Omnicom Media Group.