AdExchanger Guest Columnist
Articles By AdExchanger
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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.
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Take A Deep Breath And Consider The Benefits Of Google’s Topics API
Ever since the blog post by Vinay Goel, product director for the Privacy Sandbox, announcing Google’s Topics API proposal went live last week, “my channels have felt like an industrywide echo chamber filled with Google bashing,” writes Ruben Schreurs, group chief product officer at Ebiquity. But Schreurs has something to say: he’s not hopping aboard the “Topics API sucks” bandwagon.
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OPINION: Data-Driven ThinkingPlanning To Invest In Retail Media Networks? It Pays To Sweat The Details
In a post-cookie world, retail media networks have the potential to be an important channel in a brand’s comprehensive advertising strategy, writes Michael Ellgass, EVP for retail marketing solutions at IRI.
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OPINION: On TV & VideoConvergent TV Is A Mirage Until We Have Scaled Infrastructure
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Chris Maccaro, CEO of Beachfront. “TV is dead. Streaming is the future.” Chances are you’ve heard these statements many times over the last 20 years – and neither of them is true. Yes, linear cable TV […]
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OPINION: The Sell SiderWhy Sellers.json Is Limited – And How Supply Chain Objects Can Help
The IAB designed the sellers.json specification to follow the money – but the spec has its own limitations that require hygiene practices and general maintenance for accuracy. What’s more, just because an entry exists on sellers.json does not mean inventory is available to buyers, writes Eric Bozinny, senior director of marketplace quality at PubMatic.
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OPINION: Data-Driven ThinkingData May Drive Your Business, But Who’s Really At The Wheel?
How is it that despite growth in data infrastructure, data systems and data experts, businesses still struggle to see clear ROI? The answer is: To truly tap into data, businesses need better enablement, access and workflows, writes Jason Davis, CEO and co-founder of Simon Data.
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OPINION: On TV & VideoWhy A Single Video Currency Is No Longer Enough
The era of single-currency television advertising is over. With billions in advertising dollars at stake, marketers must now use multiple premium video currencies to determine the effectiveness and value of their ads, writes Kevin Krim, CEO of EDO.
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OPINION: Data-Driven ThinkingPrecogs and Tinkerers, Enquire Within … Platform Dependents And Last-Click Counters, Please See Your Way Out
True data-driven marketing – as counterintuitive as it sounds – is not magic buttons. It’s people. Stop searching for the El Dorado platform to solve your problems. Invest in the precog and find those multi-stack tinkerers, writes Nirish Parsad, practice lead for privacy, identity and martech at Tinuiti.
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OPINION: On TV & VideoReach Metrics Are Obsolete – Let’s Focus On Attention Instead
Media industry influencers wrote books about the impact of reach and the importance of reach over frequency. Even today, as media agencies share strategies to combine live/linear with streaming, the discussion often centers on “incremental reach.” But here’s the thing. Just about any reach calculation you see is an illusion, writes Marilois Snowman, CEO and founder of Mediastruction.
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OPINION: Data-Driven ThinkingProgrammatic Will Look Different In 2022 – Here Are 6 Trends To Watch
The programmatic advertising landscape has never faced more complexity or challenges than it does today. However, at the same time, the opportunity for growth and refinement has never been greater. Here’s how marketers can take advantage of key trends shaping the space in 2022 and beyond, writes Sameer Sondhi, Co-CEO at Verve Group.
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OPINION: Data-Driven ThinkingWhat The Great Resignation Means For Ad Industry Hiring In 2022
New data privacy legislation and shifting first-party data strategies will challenge marketers in 2022. But it’s talent that’s topping their list of concerns this year, writes Clint Tasset, CEO, Adswerve.
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OPINION: The Sell SiderPublishers Beware: Is Ad Tech Harvesting Your Data Without Permission?
Media owners today risk losing control of one of their most precious assets. The parasitic nature of certain ad tech is back, as some players try to pull control of resources and assets away from media brands. This time, they’re threatening the very essence of intellectual property: content, writes audience and data strategy consultant Alessandro De Zanche.
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OPINION: Data-Driven ThinkingWishful Thinking, Meet Pragmatic Planning: A Portfolio Approach To Addressability
Change is coming to online identity, writes Anthony Katsur, CEO of the IAB Tech Lab. Resist the urge to plan based on hope or cynicism. Instead, focus on a defensible approach, whether you’re creating audiences as a publisher or connecting audiences between an advertiser and a publisher.
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OPINION: Data-Driven ThinkingCDPs Can Disrupt The B2B Space – Here’s How
The customer data platform market for B2B organizations has lagged behind the B2C space to date. But, at last, it’s starting to take shape. Going into 2022, we’re going to see a lot of B2B marketers contemplating whether – and how – a CDP might fit into their tech stack, writes Craig Howard, chief solution architect for Merkle B2B.
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OPINION: On TV & VideoWhat’s Holding Back Live CTV Advertising?
With millions of households tuning into live TV through CTVs, advertisers need to overcome the constraints that are holding them back, writes Paige Bilins, VP of video product management at Magnite.
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OPINION: The Sell SiderMoving Content Recommendation Out Of The Chumbox
In the content recommendation box, it often feels like we’re being shown too many click-baity articles about former child stars and much less content from top brands, writes Alon Rosenthal, CEO and founder of WhizzCo. Which begs the question: Where are the brands? Are ad quality concerns keeping them away?
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OPINION: Data-Driven ThinkingConscious Marketing Can Transform Our Cookie-Dependent Industry
Marketing on the web is undergoing a monumental shift as third-party cookies are phased out. But the real problem is that our industry has gotten so used to them that we’ve missed an important fact: Cookies were never intended to do the heavy lifting we’ve come to rely on, writes Erica Schmidt, Global CEO of Matterkind.
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OPINION: Data-Driven ThinkingTo Remain Relevant, Advertisers Need to Reimagine Audiences
It’s time for brands to discard their overly simplistic preconceptions and misconceptions so they can serve their audiences with the right ads in the right way, writes Melody Lin, director of client strategy and insights at Aki Technologies.
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OPINION: The Sell SiderPublishers, Stop Prioritizing Monetization Over User Experience
Premium publishers are some of the least compliant with Google’s Core Web Vitals. The result, writes Alexander Azarov, CEO and founder of Clickio, is bad advertising outcomes, such as accidental clicks and low engagement. Here’s how to fix the problem.
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OPINION: The Sell SiderCuration Can Bring Simplicity And Order To The Supply Side
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Romain Job, Chief Strategy Officer, Smart AdServer. With our programmatic marketplace becoming increasingly unwieldy, the challenge of identity resolution in a privacy-first, consent-based marketplace has made curation essential. What is curation? Simply put, it’s […]
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OPINION: On TV & VideoThe Four Data Sets You’ll Need For Effective Converged TV Measurement
A growing number of companies are working to assemble all the building blocks needed for converged TV audience measurement. As solutions continue to emerge, these core building blocks will determine the effectiveness of measurement methodologies – and whether they can enable buyers and sellers to realize the full potential of converged TV, writes Jane Clarke, managing director and CEO of CIMM.
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OPINION: Data-Driven ThinkingHow CPRA Treats “Cross-Context Behavioral Advertising” – And The Implications For Ad Tech
As the CPRA tightens CCPA’s restrictions, are companies that process data for online behavioral advertising still considered “service providers” based on the CPRA’s new definition and parameters? Richard Eisert, partner and co-chair of advertising, and Zachary Klein, associate, both at Davis+Gilbert, dig in.