AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingHow Vanity Metrics Stole Marketing’s Credibility – And How CMOs Can Get It Back
As marketing fails to speak the language of business outcomes due to an overemphasis on vanity metrics, it is increasingly losing its seat at the decision-making table.
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OPINION: Data-Driven ThinkingThe Mirage Of Reach: Why Festival Marketing Exposes Everything Broken In Media Measurement
Brands spend millions activating around Coachella. Then they spend the next three months trying to figure out if any of it actually worked. It’s a reflection of our industry’s broken approach to measuring media effectiveness.
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OPINION: The Sell SiderCommoditization 2.0: How Agentic AI Could Undermine The Open Web’s Best Publishers
AI agents and so-called “super signal aggregators” are being framed as the saviors of premium publishers and advertisers who prioritize high-quality media. But these technologies could perpetuate programmatic’s worst practices.
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OPINION: Data-Driven ThinkingThe Real Growth Strategy: Blending Brand And Performance For Long-Term Impact
Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand.
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OPINION: The Sell SiderIn-Banner Video Is Back, And It’s Eroding The Value Of Web Video
The return of in-banner video has resulted in a deluge of cheap video supply flooding the open web, driving down CPM rates for dedicated video inventory and creating user experience and ad quality concerns.
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OPINION: On TV & VideoCTV Is Not A One-To-One Channel, So Stop Buying It Like One
CTV advertisers have carried over one-to-one programmatic logic from display and online video into a channel that behaves nothing like them. We need to stop chasing CTV impressions and start chasing impact.
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OPINION: Data-Driven ThinkingQuality Over Time: The Long And Short Of Digital Ad Measurement
Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.
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OPINION: Data-Driven ThinkingThe Death Of The DSP? How Ad Tech’s Cash Flow Crisis Threatens The Entire Ecosystem
The demise in recent years of legacy DSPs is not a glitch in the matrix; it’s a business model failure, leaving SSPs and publishers to pick up the pieces.
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OPINION: Data-Driven ThinkingFresh Meat: Cannes Lion Festival In Retrospect From An Industry Novice
Sometimes it takes an outsider to point out the obvious: There was a lot of talk about AI in Cannes, but where is the real ad tech innovation?
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OPINION: Data-Driven ThinkingCannes Lions 2025: A New Era Of Tech-Enabled Creativity And Collaboration
After a reenergizing week at the Cannes Lions festival, here are six observations on how our industry is changing to meet its new challenges.
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