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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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 […]
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OPINION: On TV & Video6 Big Myths Of Connected TV, Debunked
Ask five people about the potential of connected TV (CTV) and you’re likely to get 10 different answers. That’s because CTV is massively misunderstood, even though it’s one of the fastest-growing channels in digital advertising, writes Michael Tuminello, VP of strategy at Mediaocean.
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OPINION: The Sell SiderPublishers, It’s Time To Start Selling Advertisers On Quality, Not Quantity
Over the years, publishers have accused advertisers of prioritizing the wrong metrics. But that’s only one side of the story – as gatekeepers of quality media environments, publishers and media owners have a massive responsibility to focus on quality, too, writes Alessandro De Zanche, audience and data strategy consultant.
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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.