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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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.
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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.