AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingThe Android Privacy Changes Set To Hit Advertisers Sooner Than You Think
For all Android 12 users, regardless of their opt-in status, advertising IDs will be zeroed if developers have not integrated new permission levels into their apps. In other words, writes Chris Farm, CEO of Tenjin, advertisers won’t know the advertising IDs of Android 12 users after April 1 if certain SDK changes haven’t been implemented at the app level.
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OPINION: Data-Driven ThinkingAre Brands Unknowingly Stealing Bidstream Data?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Erik Matlick, CEO and founder of Bombora. Marketers around the world are struggling with two competing truths. First, audience data has never been more important for delivering successful campaigns. At […]
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OPINION: On TV & VideoPublishers, Don’t Wait For CTV Standards – Act Now
CTV is the hot new programmatic media channel, but it suffers from fraud, a lack of clear media-buying signals and a hodgepodge of approaches to measurement. The lack of standards is hampering market growth – but rather than waiting for standards to be handed down, publishers can create positive momentum with media buyers now, writes PubMatic’s Nicole Scaglione.
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OPINION: Data-Driven ThinkingMarketers, Stop Procrastinating On Cookieless
As an industry, we’re guilty of procrastination. With just months until third-party cookies are deprecated, so many advertisers are still twiddling their thumbs. But procrastinating is a curious and dangerous approach, writes Nitin Rabadia, commercial director of Kepler Group.
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OPINION: Data-Driven ThinkingGoogle’s Topics API Raises More Questions Than Answers
Google’s communications on the Topics API in the Chrome Privacy Sandbox suggest a broad, coarse-grained approach to targeting. But the limited information shared to date leaves many questions unanswered, writes Eric Schmitt, research director at Gartner.
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OPINION: Data-Driven ThinkingMarketers, You Can Do Better Than Multitouch Attribution
While marketers have spent years perfecting their attribution models, once cookies are gone – and it’s coming sooner than you think – multitouch attribution (MTA) models will be obsolete, says Jason Wulfsohn, CEO and co-founder of AUDIENCEX.
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OPINION: On TV & VideoMarketers Don’t Trust CTV Yet – Here’s How To Change That
TV is finally beginning to mine the powerful digital marketing capabilities that big search engines and social networks offer. But there’s a long history of trust issues in digital advertising, writes Jason Fairchild, CEO of tvScientific.
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OPINION: Data-Driven ThinkingAttribution Is Overrated
In a cookieless world, attribution is old news. To future-proof, it’s time to focus on incrementality: the measure of supplemental business results that a campaign drives in aggregate, says Ryan Green, vice president of marketing and innovation at Coegi.
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OPINION: On TV & VideoVideo Advertising Can Work For Pharma And Healthcare Brands – But There Are Nuances To Keep In Mind
Pharma’s digital transformation has accelerated media spending on video across devices. And media buyers in the pharma space have ways to overcome the additional challenge of needing to adhere to numerous regulations, writes Kelly McAloon, Associate Media Director of Programmatic at Good Apple.
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OPINION: The Sell SiderIn Gaming And Ad Tech, Not All Consolidation Is Created Equal
Consolidation is a natural and necessary part of a maturing industry’s life cycle. But not all consolidation yields the same outcomes, particularly when it comes to mobile gaming, writes Itai Cohen, head of marketing and corporate strategy at Digital Turbine.
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OPINION: On TV & VideoNew to CTV Advertising? Roku Isn’t Your Only Option
As CTV grows, advertisers are looking to allocate more marketing dollars to the channel. But advertisers should be strategic about how they spread out their spend, writes John Hamilton, CEO of TVDataNow.
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OPINION: The Sell SiderForget Cookies – Private Data Networks Are the Future
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bob Walczak, CEO, MadTech Advisors. The future is cookieless. This we all know. But the industry faces a long road ahead before cookieless audience targeting becomes the norm. Sure, context and cohort targeting provide […]
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OPINION: The Sell SiderPublisher Supply-Path Optimization Matters. The Question Is, To Whom?
The Trade Desk’s OpenPath demonstrates supply path optimization (SPO) is moving from concept to reality. But what does it practically mean for publishers or yield teams tasked with driving business KPIs? The question is to whom SPO is important, writes Emry DowningHall, SVP of programmatic revenue and strategy at Unwind Media.
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OPINION: Data-Driven ThinkingThis Is The Year Digital Marketers Will Start Realizing They’re Already Living In The Future
Over the past few years, several factors created a storm that forced marketers to reexamine digital targeting and measurement, consumer consent and the technologies that power each of these functions. With change as the only constant, Gary Walter, CEO and president of Infutor, offers five predictions for the year ahead.
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OPINION: On TV & VideoProgrammatic Is Maturing, And Here’s What That Means For CTV, Social And AI
From AI technologies and machine learning to the growth of OTT video platforms, mobile games and more, ad tech continues to thrive as the world goes digital. It’s why programmatic media buying is going to push CTV out of the Wild West, writes Jeremy Fain, co-founder and CEO at Cognitiv.
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OPINION: The Sell SiderStep Into The Light: Why Publishers Need To Stop Using Dark Patterns Now
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Julie Rubash, chief privacy counsel at Sourcepoint. Dark patterns – or website designs that manipulate users into performing specific actions – are widespread these days. In fact, one recent study from Princeton examined 11,000 shopping […]
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OPINION: Data-Driven ThinkingDon’t Count Third-Party Cookies Out Just Yet – Antitrust Action Is Coming
Walled gardens evoke privacy as a reason to clamp down on third-party data. But privacy and antitrust will finally catch up to the tech giants this year, and the result will be positive for the industry and for society writ large, writes Jason Bier, chief privacy officer at Adstra Data.
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OPINION: Data-Driven ThinkingLarge-Scale Third-Party Addressability On The Open Web Doesn’t Work – Period
IAB Europe’s Transparency & Consent Framework is flawed and unfixable – and it’s time for the ad industry to stop desperately looking for workarounds, writes Ruben Schreurs, group chief product officer at Ebiquity.
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OPINION: On TV & VideoYes, Even Marketers Are Facing Supply-Chain Issues
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Mark Fleisch, SVP of national sales at GroundTruth. Supply-chain issues have affected everything from weekly grocery trips to brand loyalty. But for marketers, inventory challenges extend beyond manufacturing floors and empty store shelves. The digital […]
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OPINION: Data-Driven ThinkingWhat’s Really Going On In The Privacy Sandbox?
In the past month, there’s been a flurry of Privacy Sandbox-related news. Are we on the brink of adopting universal standards for targeting and measurement? Salesforce’s Martin Kihn says “Not quite.”
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OPINION: On TV & VideoTV Ad Buying Needs A Revolution – And Now Is The Time For Real Action
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Pam Zucker, SVP and head of marketing at Amobee. In a recent interview, IAB CEO David Cohen challenged advertisers “to rethink how they buy television.” He highlighted the dramatic change in consumption since the onset […]
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OPINION: The Sell SiderWhat Will It Take To Unlock The Value Of Programmatic Direct?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Clayton Tarics, VP of product management at FatTail. Increasing privacy regulations and anti-tracking measures are making it harder, riskier and more expensive for advertisers to reach target audiences. It’s also getting harder for publishers […]
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OPINION: The Sell Sider5 Non-Publishing Industries With Big Ad Revenue Potential
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Paul Childs, VP of business development, Moloco. Ever since the advent of the printing press, advertisers have looked to content publishers – from newspapers and TV shows to websites and mobile apps – to hawk […]
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OPINION: Data-Driven ThinkingComplexity Kills: The Dark Side of Marketing Clouds
Writer Charlie Warzel recently linked to a piece by University of Chicago’s Dr. Richard I. Cook called, “How Complex Systems Fail.” It’s a theoretical framework for assessing failure within medical systems. But in reading it, I couldn’t help but notice that Cook’s findings of complex system failure could apply to marketing technology, too.
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OPINION: Data-Driven ThinkingAd Tech Is Inherently Opaque. But You Down With Translucency? (Yeah, You Know Me.)
Just over three quarters (76%) of advertisers are not confident or satisfied with current levels of transparency in the digital supply chain. Playing devil’s advocate, what supply chain is truly and fully transparent? Marc Goldberg, CRO at Method Media Intelligence, weighs in.
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OPINION: On TV & VideoWithout Equivalized Metrics Across TV, CTV And OTT, Publishers Are Flying Blind
There are many business questions that publishers need to ask as they try to optimize viewing in an increasingly complex distribution ecosystem. Answering these questions requires transforming the metrics that owned apps and distribution partners provide into equivalized minutes and demographics, writes Joan FitzGerald, founder of Data ImpacX.
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OPINION: On TV & VideoCTV Publishers Can Learn A Lot From Linear TV Ads (Really)
Connected TV could learn from linear’s simplicity. As CTV becomes a dominant platform, advertisers should consider the ingredients that have enabled traditional TV to thrive for as long as it has, writes Joe Hirsch, general manager of SpringServe.
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OPINION: Data-Driven ThinkingNot To Change The Topic, But A Cookieless Future Is About More Than Just What Google Does
This year is not about Google. Or FLoC. Or Topics. It’s about focusing on what’s important. 2022 is the last opportunity for agencies and brands to come to grips with privacy changes and find workable solutions, writes Amy Fox, VP of product at Blis.
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OPINION: The Sell SiderThe Real Reasons Gaming Companies Are Merging With Ad Tech
2021 brought unprecedented consolidation across ad tech. But there’s one particularly striking mini trend that’s emerging: Gaming studios are merging with ad tech platforms, writes Mike Peralta, VP and GM of Marketing Solutions, a division of T-Mobile USA.
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OPINION: Data-Driven ThinkingDon't Outsource Your Ethics: The Implications Of Partnering With Big Tech
You can outsource a surprising amount of your operations to Big Tech. But that comes with a range of costs and risks that are important to weigh against the benefits and opportunities, writes Martin Coady, executive director of marketing technology and Tech Studio lead at VMLY&R.