AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingOn TikTok, There’s A Fine Line Between Timely Trend And Fleeting Fad
Many businesses seek to use trends as springboards to meaningful connections with consumers. This sounds logical in our trend-driven world, but the danger of chasing a fad by mistake looms large. And it threatens to reduce a brand’s hard work to rubble, says Paige Leidig, CMO, NetBase Quid.
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OPINION: On TV & VideoWhy IP Addresses Aren’t Going Away Any Time Soon (Yes, You Heard Me)
Amid the reeling following cookie deprecation, industry pundits are also sounding the alarm over the viability of IP addresses as an actionable identifier. But when it comes to streaming media advertising and monetization, which is largely underpinned by IPs, there’s still more good news than bad, writes Andre Swanston, SVP of Media & Entertainment Vertical at TransUnion.
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OPINION: The Sell SiderWhen It Comes To Header Bidding, Will Google Play Fair With FLEDGE?
Google’s FLEDGE proposal presents an opportunity for a more transparent bidding process. But there are concerns around whether FLEDGE will treat all supply-side platforms (SSPs) equally in programmatic auctions within Google’s marketplace, writes RTB House’s Lukasz Wlodarczyk. Remember Google’s secret Jedi Blue agreement with Meta (formerly known as Facebook)?
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OPINION: Data-Driven ThinkingHow Global Brands Can Succeed With Programmatic In China
In today’s world, it’s almost impossible for global brands to craft an effective development strategy without China. The Chinese digital advertising market is undoubtedly different and perhaps daunting to those unfamiliar with it, but the opportunity is unprecedented, writes Alex Deats, EVP for China at MiQ.
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OPINION: On TV & VideoMid-Market Advertisers Deserve Better Ad Tech
Half of the $200 billiion ad market pie is funded by mid-market and long-tail advertisers that keep the global ad engine running. But despite representing such a massive chunk of the marketplace, mid-market advertisers face many constraints with few tools to answer the most basic existential questions in advertising, writes Marilois Snowman, CEO & Founder of Mediastruction.
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OPINION: The Sell SiderPublishers: Stop Waiting For Tech To Save You
There is a ton of fear and hysteria right now on both the buy side and the sell side, as the death of the third-party cookie nears. But there are still plenty of powerful ways to target audiences that don’t involve technology, writes Erik Requidan, Founder and CEO of Media Tradecraft.
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OPINION: Data-Driven Thinking3 Unexpected Data Security Risks Every Marketer Needs To Know About
Knowing which partners and platforms have access to your data – and how they’re using it – isn’t always obvious. But understanding what makes you vulnerable is half the battle. David Blaszkowsky, head of strategy and development at Helios Data, details three hidden data risks every marketer needs to know – and what you can do about them.
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OPINION: On TV & VideoWhy Gaming Should Be On Every Advertiser’s Radar
The latest wave of gaming and ad tech consolidation has the industry exploring new advertising opportunities. But in-game ads require a very deep understanding of your audience – ad tech and gaming mergers “need to own their customer relationships bean to cup,” writes Ionut Ciobotaru, co-CEO of Verve Group.
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OPINION: Data-Driven ThinkingThere’s a Gap In Ad Creative Planning. It’s Time To Close It
Digital media buyers and planners don’t always understand why an ad works. The key to this critical missing information lies in the simplest of places: naming conventions and tagging, says Jackie Saplicki, global senior director of tech consulting and architecture at Media.Monks.
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OPINION: On TV & VideoCTV Has Arrived At A (Data) Fork In The Road. What’s Next?
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Peer39 CEO Mario Diez. CTV remains one of the brightest spots in the advertising landscape. As with all emerging media, advertisers are eager to follow consumers wherever they go. And because CTV combines the time-tested […]
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OPINION: Data-Driven ThinkingGlobal Marketers, Don’t Let Your Marketing Get Lost In Translation
Thanks to the internet and its resulting innovations, international markets are within reach for most businesses. However, with easy access comes great responsibility. Before you advertise on a global scale, here are some hard-earned lessons for avoiding common pitfalls from Jason Johnson, CMO of Cupid Media.
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OPINION: The Sell SiderIf Publishers Want To Stay Competitive, They Need To Prepare For The Cookieless Future Today
The cookieless future is daunting, and publishers who prepare now will have a competitive advantage over those who aren’t ready. But publishers will need more than unified ID initiatives, which could take years, writes Todd Tran, Chief Strategy Officer at Teads. Publishers should start now by prioritizing contextual signals and a content monetization strategy.
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OPINION: Data-Driven ThinkingIgnore No More: 3 Impending Privacy Changes You Need To Pay Attention To Right Now
When it comes to privacy legislation, denial often comes before compliance. When GDPR went into effect back in 2018, some companies in the US simply ignored it, opting to shut down or limit operations in the EU instead of adjusting their data privacy practices. But with privacy legislation in California (CPRA), Colorado (CPA) and Virginia (VCDPA) set to go into effect 2023, American businesses will have no choice but to accept and act, says Ines Henrich, VP of sales planning and media strategy at Aki Technologies.
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OPINION: Data-Driven Thinking3 Questions Marketers Need To Ask About Marketing Mix And Attribution Modeling
Machine learning and statistical models have evolved to provide an extremely sophisticated understanding of the contribution of each marketing investment and the interactions between them. But models can leave marketers vulnerable to misguided decisions and the underutilization of data and analytics, which inhibits them from realizing the full value of the insights the model can provide, says Alice K. Sylvester, Partner at Sequent Partners.
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OPINION: On TV & VideoPutting Ad Quality First In Today’s TV Streaming Ecosystem
Despite fragmentation and automation in TV inventory, marketers and brands have options to ensure advertising quality in their media buys. Ad quality is a “team sport” that requires industry-wide standards, writes Louqman Parampath, Roku’s VP of Product Management. But on top of that, “the best way for brands to ensure quality is to prioritize direct relationships with trusted platforms and publishers.”
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OPINION: The Sell SiderTo Win In The New ID Economy, Publishers Must Offer One-to-One – And One-to-Some – Targeting
88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.
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OPINION: Data-Driven ThinkingMarketers, Forget Personalization. Start Offering Personal Experiences
Moments of connection that provide holistic experiences are on a journey to replace data-based advertising. And with the rise of technologies like blockchain and the metaverse that make consumers more connected than ever, it’s time for brands to accelerate that journey, says Azlan Raj, chief marketing officer of Merkle EMEA.
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OPINION: On TV & VideoBefore Convergent TV Can Take Off, Advertisers Need To See Outcomes
This year’s Upfronts need to continue the conversation about measurement that includes outcome-based guarantees in a linear and, eventually, convergent TV world. Otherwise, the TV industry risks falling further and further behind digital capabilities, writes Spencer Lambert, manager of product and partnership success at datafuelX.
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OPINION: Data-Driven ThinkingAI Is Transforming Customer Experience Across Industries – But What About Healthcare?
Patients are wielding their power as consumers, and the healthcare industry needs to adapt to address their needs and expectations. Artificial intelligence might just be the key for healthcare marketers to unlock the new patient economy, says Stefanos Kapetanakis, GVP, Data and Technology, at Publicis Health Media.
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OPINION: On TV & VideoThe Truth About Addressable TV Is That It’s Not As Targeted As It Seems
Proponents of addressable TV call it the future of advertising – a world where marketers can lean on hard data to better target their audience. But there’s still a long, long way to go from using advertising addressable TV as a brand-building asset to relying on it to sell products, writes Matt Krepsik, chief technology officer at Quotient.
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OPINION: The Sell SiderSeller-Defined Audience Is Better Than Google Topics. Here’s Why
While Topics API is a significant improvement from Google’s initial proposal, FLoC, there’s a more efficient and privacy-compliant window into interest-based advertising, says Stephanie Layser, News Corp’s VP of data, identity and ad tech. The answer? Seller-Defined Audiences (SDA).
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OPINION: Data-Driven ThinkingThe FTC’s New Take On Health “Data Breaches” Means Advertisers Could Be Guilty Of Breaches And Not Even Know It
In January, the Federal Trade Commission (FTC) updated its guidance pertaining to the Health Breach Notification Rule, making changes that are significant for any company using health-related data. The new FTC guidance greatly increases the likelihood of enforcement actions against companies sharing health data for advertising purposes. David LeDuc, VP for public policy at the Network Advertising Initiative, breaks down the FTC’s new policy.
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OPINION: On TV & VideoYouTube Is Pushing To Close The Gap Between Linear And CTV
The lines between traditional and connected TV are getting blurrier. YouTube’s Brandcast event will be the same week as the Upfronts. Is it a move to declare the end of traditional TV? Probably not, writes Lauren Douglass, Channel Factory’s SVP of global marketing – perhaps it’s YouTube’s way of asking everyone to “stop treating CTV and linear TV as two completely separate entities.”
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OPINION: Data-Driven ThinkingMarketers, Stop Collecting More Data And Clean Up What You Have
Marketers have recognized a 360-degree view of a customer isn’t the promised land it used to be. Rather than focusing on data volume, it’s more valuable for companies to ensure that whatever data they do possess is the correct data, says AJ Brown, CEO and co-founder of LeadsRx.
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OPINION: The Sell SiderIn A Cookieless World, Brands Need To Diversify Identity
There’s an industry-wide scramble to replace third-party cookies – but it’s unreasonable to expect that just one solution will become a silver bullet, writes Garrett McGrath, SVP of product at Magnite. Solving for identity will require a range of solutions and more involvement on the sell side.
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OPINION: The Sell SiderAdvertisers Are Dreaming Of The Metaverse – But Digital Is Still Broken
Brand advertisers want the chance to engage with consumers in the metaverse. But platforms and publisher reactions are more … “meh.” The media industry should be cleaning up our current digital environments before “mucking up the metaverse,” writes Gavin Dunaway, product marketing lead at The Media Trust.
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OPINION: Data-Driven ThinkingA Reality Check On The AI Revolution: Ecommerce Still Needs A Human Touch
As ecommerce continues to boom, AI technology promises to revolutionize nearly every aspect of a retailer’s operations. Yet, the human aspect of tastemaking has never had more influence, says Catherine Leung, managing executive director, head of activation, Hearts & Science.
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OPINION: Data-Driven ThinkingSurveillance Advertising: How Did The Advertising Industry Allow This Label?
When brands need to better position their products and services, they turn to the advertising industry. So how did the advertising industry allow the term “surveillance advertising” to gain a foothold, not just with aggressive privacy advocates but with lawmakers and regulators, asks Davis+Gilbert’s Gary Kibel.
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OPINION: On TV & VideoWhy Your Attribution Strategy Is Failing in CTV/OTT – And How To Fix It
As the consumer journey has grown more complex across a fragmented ecosystem, attribution has become much more challenging – particularly in CTV/OTT advertising. Enter multi-touch attribution (MTA), the only effective way to fully understand the customer journey, writes TJ Sullivan, EVP of strategy at Digital Remedy.
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Call It A Mud Room; For Better Or Worse, Everyone Wants A Piece Of Nielsen
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Keep It Clean Clean room? More like a mud room. It’s where people can leave their “dirty” (read: private first-party) data without ruining the rest of the house. The marketer point of view often goes something like this: “‘Our data is going to […]