AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & VideoAd Frequency In CTV Is Profoundly Broken – Let’s Fix It
Have you ever seen the same ad an ungodly number of times while watching your favorite programming? If so, you’re a victim of the current connected TV (CTV) experience. Jon Ahuna, SVP of operations at Viant, uncovers two specific technical hurdles abehind this problem and shares how marketers can collectively overcome them through the smarter use of IDs.
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OPINION: On TV & VideoLocal OTT Advertising Is An Untapped $137 Billion Opportunity
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Bret Brase, managing director at Progress Partners. Over-the-top (OTT) television viewing is overtaking linear TV, and both national and local advertisers are scrambling to follow the eyeballs. And it’s no wonder. While 75% of linear […]
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OPINION: The Sell SiderATT Is Here, But First-Party Data Offers A Path Forward For App Publishers
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Thanh Do, product marketing manager at Permutive. It’s no secret that Apple’s App Tracking Transparency (ATT) framework has rocked the advertising industry. Before the introduction of opt-in consent, 70% of users enabled cross-app tracking. […]
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OPINION: Data-Driven ThinkingWhy You Don’t Really Need A 360-Degree View Of Your Customers
“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 Lizzy Foo Kune, vice president and analyst at Gartner. “On the Internet, nobody knows you’re a dog.” This may have been true in 1993, when this caption to a Peter […]
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OPINION: Data-Driven ThinkingDemystifying Clean Rooms: How Marketers Can Prepare For Post-Cookie Campaigns
“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 Sergey Shprints, head of analytics operations at Hearts & Science. For the last two decades, advertisers, publishers and data/tech providers have relied on “centralized identity.” They’ve gotten used to finding, […]
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OPINION: The Sell SiderIn-Game Advertising Finally Came Of Age During The Pandemic – But Challenges Persist
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Meiry Vaknin, VP of partnerships at YouAppi. After this exclusive first look for subscribers, the story will be published in full on AdExchanger.com tomorrow. The mobile gaming market is set to grow 4.4% in 2021 to […]
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OPINION: On TV & VideoYour Campaigns Are Omnichannel. But Fraud Isn’t.
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Ionut Ciobotaru, co-CEO of Verve Group. A marketer’s ability to execute and understand campaigns through an omnichannel lens is improving, even in an ever-shifting privacy landscape. That’s a good thing. However, as barriers between channels […]
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OPINION: The Sell SiderHow Ad Tech Can Address The iOS Monetization Challenge
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mike Brooks, SVP of revenue at WeatherBug. Recent analysis from PubMatic highlights two trends that we at WeatherBug have been experiencing firsthand. One, iOS CPMs have dropped over the last two quarters and, two, […]
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OPINION: On TV & VideoThe Key Players In The CTV OS Ecosystem – And What They’re After
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Daniel Elad, chief strategy officer at TheViewPoint. Operating systems have often been overlooked when discussing the fragmented ecosystem of connected TV. But as the hunger for connected TVs grows among consumers, more and more gatekeepers […]
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OPINION: Data-Driven ThinkingWhy Zero-Party Data Is the Future Of Privacy-First Advertising
“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 Corey Weiner, CEO of Jun Group. As the ad tech industry shifted in the last five years toward more privacy-conscious advertising, first-party data became the golden child. The pitch was […]
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OPINION: Data-Driven ThinkingMaking The Case For Accountability
“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 George Ivie, CEO and executive director at Media Rating Council. Most transactions are predicated on a good-faith promise. Parties agree to exchange goods, services or funds of agreed-upon value with […]
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OPINION: The Sell SiderFacebook Has Given Up On Attribution
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Roman Garbar, marketing director at Tenjin. While the eyes of the world were recently locked on the rebranding of Facebook to Meta, something with more immediate and concrete implications for the advertising world was happening. […]
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OPINION: Data-Driven ThinkingIt’s Time For The Digital Ad Industry’s “Great Reset”
“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 Peri Shamsai, media and entertainment industry lead, NE at Accenture, based on a sales leadership workshop co-run with the Interactive Advertising Bureau. The digital ad ecosystem is undergoing seismic shifts […]
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OPINION: On TV & VideoCTV Advertisers, Stop Copy-Pasting Your Video Strategy
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Sarah Lewis, global director for CTV at ShowHeroes Group. Once upon a time, CTV was the new kid on the block. But it’s fast becoming an integral part of many advertisers’ video strategy. Now, as […]
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OPINION: Data-Driven ThinkingWhat Is Computer Vision – And Why Should Advertisers Care?
“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 John Byrne, head of product at 7th Minute. Imagine being a brand marketer and having the ability to instantly understand the precise moments on TV that impact your brand (positively […]
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OPINION: On TV & VideoWhy Smart Suitability Is The Next Phase In YouTube And CTV Advertising
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by David George, CEO of Pixability. Traditional TV is losing customers and advertisers to connected TV (CTV) and digital video, and large brands are asking questions about how they should align their ads with content that […]
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OPINION: The Sell SiderCracks In Old Ad Tech Present An Opportunity For Media And Advertisers
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Alessandro de Zanche, an audience and data strategy consultant. Ad tech stocks are soaring even as regulators clamp down on ad tech, especially in Europe. How can we understand this irrational behavior? Let’s backtrack. […]
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OPINION: On TV & VideoMid-Market Advertisers Are Missing The CTV Opportunity
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Polar CCO Matt Crenshaw. As of 2020, there are 10 million unique advertisers on Facebook. That means 10 million advertisers are already building ad creatives to target audiences on the social platform. Compare that to […]
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OPINION: Data-Driven ThinkingHow Marketers Can Safeguard Against Supply Chain Outages
“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 Jürgen Galler, CEO and co-founder of 1plusX. Meme sharing came to a grinding halt during the Facebook and Instagram outage in October, proving that even global social networking giants aren’t […]
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OPINION: Data-Driven ThinkingQR, UGC, ROI: How Content Marketers Will Win In 2022
“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 Rachelle Kuramoto, VP of brand and content at Dragon Army. Smart content marketers are thinking about new ways to use tried-and-true technology as well as ways to integrate new innovations […]
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OPINION: Data-Driven ThinkingWhy Marketers Should Double Down On Apple Search Ads
“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 Mike Rhodes, CEO and founder of ConsultMyApp and creator of App Marketer Pro. It’s been just over six months since Apple rolled out ATT (AppTrackingTransparency) across its devices. While Snapchat, […]
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OPINION: Data-Driven ThinkingCommon Accessibility Problems With Ads – And Simple Ways To Fix Them
“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 Navin Thadani, CEO and founder of Evinced. To say that interest in diversity, equity and inclusion efforts is growing would be an understatement. If you hop onto LinkedIn, your feed […]
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OPINION: On TV & VideoCould What’s Next In Identity In Ad Tech Actually Be ... Optimism?
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Swetha Basavaraj, Director of Product, Data at Samsung Ads. The endless discussion about the loss of identifiers for digital advertising really isn’t interesting anymore. Everyone already knows their cookies will crumble sooner or later. Everyone […]
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OPINION: The Sell SiderGoogle Can Save “FLoC2” By Working With The IAB
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by John Sabella, CTO at PubMatic. With international scrutiny and stories about opaque pricing, Google could use some positive PR. Federated Learning of Cohorts 2.0 (what I’m dubbing FLoC2) presents a unique opportunity for Google to prove […]
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OPINION: Data-Driven ThinkingGreen Is Good: How We Can Reduce Digital Advertising's Hefty Carbon Footprint
“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 Ryan Cochrane, COO at Good-Loop. The 2021 United Nations Climate Change Conference (COP26) is here. It’s a time for all of us to reflect on what we can do to […]
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OPINION: Data-Driven ThinkingMark Your Calendars: Compliance With CPRA Begins New Year’s Day 2022
“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 Richy Glassberg, CEO and co-founder of SafeGuard Privacy. These past few years have seen a whirlwind of change – and not a few upheavals. So business leaders can be forgiven […]
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The Truth About CTV And Mitigating Fraud
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Ken Harlan, founder and CEO, MobileFuse. CTV is taking center stage as the digital media industry’s next frontier. But there’s still quite a bit of in-market confusion around best buying practices, realities of fraud and […]
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OPINION: The Sell SiderHow To Undo The Unconscious Bias Within Our Marketing Teams
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Randi Stipes, CMO of IBM Watson Advertising and Weather. As marketers, we are tasked with amplifying a brand’s vision and echoing its core values to the world – values that today most often include […]
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OPINION: Data-Driven ThinkingGoogle’s Data-Driven Attribution Model Isn’t Perfect, But It Is Progress
“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 Dmitri Kazanski, head of product for North America at MGID. Last click is the most commonly used attribution. Why? Because it’s very simple – but it’s also clearly flawed. A […]
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OPINION: Data-Driven ThinkingHow 2021’s Elections Could Predict The Future Of Political Advertising
“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 Beth Daly, political advertising director for Effectv, the advertising sales division of Comcast Cable. With the tumultuous 2020 election behind us, some may say we are currently in an “off […]