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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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 […]
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OPINION: The Sell SiderHow To Audit Your Organization's Data Quality
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Declan Owens, digital analytics expert at Piano. As the deprecation of third-party cookies looms, the vision of first-party data as the backbone of advertising is clearer than ever. But before they make the switch, […]
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OPINION: Data-Driven ThinkingAs Big Tech Squares Off, Ad Measurement Is A Familiar Weapon
“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 by Nate Woodman, founder of independent consulting firm Proof. AdExchanger readers should be familiar with the term “weaponized privacy.” The idea explains the primary effect of Big Tech raising the walls of their […]
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OPINION: Data-Driven Thinking3 Big B2B Problems That Professional Identity Can Help Solve
“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 Abhishek Shrivastava, senior director of product at LinkedIn. Recently, I’ve heard from many in the marketing community that they feel a sense of unease. Consumer privacy is changing the game, […]
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OPINION: On TV & VideoIs A Single Source Cross-Media Measurement Panel Possible – And Do We Need It?
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). With the ever-increasing availability of larger and more granular media exposure data sets, one of the primary questions in cross-platform […]
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OPINION: Data-Driven ThinkingRealizing The True Potential Of ML Means Getting Outside Of Our Digital Advertising Box
“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 Ali Manning, co-founder and COO of Chalice Custom Algorithms. In the future, the best, most successful brands will be the ones that can predict the future. And there’s no reason […]
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OPINION: Data-Driven ThinkingWhat Can We Do When The Tech Giants Let Us All Down?
“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 Aaron McKee, CTO at Blis. Snapchat disappointed us all last week and Facebook did the same on Monday. The social media giants keep making the headlines as they struggle to […]
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OPINION: On TV & VideoWhy The Advertising Industry Needs A Standardized Approach To Combat Ad Fraud In TV Streaming
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Willard Simmons, VP, Product Management, Ad Platform, Roku. A mentor of mine used to say, “Money flows to certainty and flows away from uncertainty.” The reach and effectiveness of TV streaming is certain: The sight, […]
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OPINION: Data-Driven ThinkingThe Facebook Outage Should Be A Wake-Up Call For Advertisers
“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 Jude O’Connor, chief revenue officer at AdColony, a Digital Turbine company. Facebook’s response to its outage in early October was disingenuous at best. Mark Zuckerberg’s reaction was literally, “Sorry for […]
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OPINION: The Sell Sider
Publishers Can Take The Power Back – Here’s How
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jonathan Moran, Global Product Marketing Manager, SAS. Humans crave trust. Trusted relationships with family, friends, colleagues and, yes, even brands. And as societal, government, economic and health-related pressures weigh heavily and misinformation is delivered […]
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OPINION: Data-Driven ThinkingUnderstanding Customer Journey Analytics
“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 Sanville, SVP, Analytics, Merkle. It’s no secret that consumers expect companies to care about their needs and personalize their individual journeys. Brands, once fueled largely by advertising, are now […]
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OPINION: Data-Driven ThinkingThe CTV Gold Rush Isn’t Watering Down Programmatic, We Just Need To Dig Deeper
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Amanda Martin, SVP, Corporate Development & Strategic Partnerships at Goodway Group. At Programmatic IO in NYC on Tues., Oct. 26, Amanda Martin will speak on the future of walled gardens in the presentation “Social Walled Gardens […]
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OPINION: Data-Driven ThinkingWhat Constitutes A Sale Under CCPA? Now That We know, There’s No More Plausible Deniability
“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 Rachel Miller, director of marketing communications at Permission.io. California Attorney General Rob Bonta recently sent enforcement letters that clarify the scope of what is considered a data sale under the […]
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OPINION: On TV & VideoCTV Will Flip Last-Click Attribution On Its Head
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Since the 1950s, marketers have instinctively bought into the power of TV advertising, despite the fact that we have never been able to effectively measure its impact. This somewhat inconvenient truth, coupled with the high cost of TV advertising, […]