AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & VideoPerformance CTV Provides A One-Stop Shop For DTC Brands
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Dan Fairclough, Sr. Director, Agency and Brand Relations, Magnite. In my many years working with DTC brands, I saw firsthand how companies hustled to grow their brand visibility from the ground up using search and […]
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OPINION: Data-Driven ThinkingHow To Transform A Customer Journey Into A Cultural Journey
“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 Rekha Gibbons, Head of Multicultural Marketing & COO of Raare Solutions. According to the US Census Bureau, by the year 2045, the minority population of America will become the majority. The historical white […]
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OPINION: Data-Driven ThinkingYour Ad Tech Partner Was Acquired. Now What?
“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 Oz Etzioni, CEO at Clinch. 2021 is shaping up to be a breakthrough year for advertising technology. After several fallow years for ad tech companies and a necessary period of […]
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OPINION: On TV & VideoWhen the Old Guard Falls: TV Advertising Beyond Nielsen
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jo Kinsella, President, TVSquared. Since the dawn of TV, Nielsen ratings have been the gold standard for marketers. They measured the percentage of a group (e.g., women aged 18-49) or households in a particular designated […]
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OPINION: The Sell SiderFirst-Party Data Is More Than Just Emails
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rich Calkins, Director of Product Management, OpenX. For ad tech wonks who spend countless hours in industry working groups, getting deep in the weeds to solve problems is all but required. But when it […]
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OPINION: Data-Driven ThinkingThe 10,000-Word Privacy Policy, Thanks To New Laws
“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 Gary Kibel, a partner in the digital media, technology and privacy practice group at Davis + Gilbert. Since the early days of the internet, when federal regulators expressed concern that […]
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OPINION: On TV & VideoTV’s Real Advantage: Treating Consumers as Customers, Not Commodities
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Sona Pehlivanian, vice president, addressable campaign management and operations at New York Interconnect. As the move toward a privacy-first digital landscape gains steam on multiple fronts, many ad industry players are turning to the TV […]
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OPINION: On TV & VideoWhy Fragmented Identity Is The Root Of All Problems In CTV
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by David Levy, CEO at OpenAP. The pandemic boom in streaming TV drove a massive investment in programming. US production companies produced 537 shows last year, up from just 381 the year before – despite the […]
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OPINION: Data-Driven ThinkingTrust First: CMOs Need To Master Data Privacy To Market Successfully
”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 Sharon Harris, Global Chief Marketing Officer of Jellyfish. Data privacy is front and center in every digital technology conversation today. CMOs are now the stewards of the brand-consumer relationship and […]
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OPINION: The Sell SiderBlack Media Is An Untapped Goldmine, But Earning Trust Won’t Be Easy
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Damian Benders, general manager of B Code Media. The world’s commitment to addressing social injustice has been magnified and reinvigorated. After the movement gained massive momentum in the past year, more advertisers acknowledged the […]
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OPINION: On TV & VideoA Prescription For Vigilance Against CTV Ad Fraud
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Jean-Christophe Peube, SVP, Analytics & Customer Experience, Smart. Gangsters always follow the money. And today, all roads lead the digital ad fraudsters to the over-the-top (OTT) and connected TV (CTV) space, where prices are high and […]
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OPINION: On TV & VideoDespite Record-Breaking Upfronts, The Frequency Struggle In CTV Is Still Real
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Frank Sgrizzi, Advisor, Topwater Advisory Group and former EVP of Sales and Client Partnerships at WarnerMedia. “On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is […]
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OPINION: The Sell SiderIt’s Time For Publishers To Embrace Server-to-Server
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mike Chowla, Sr. Director of Product Management, PubMatic. Header bidding is now widespread and successful on the web, and Prebid.js is the most widely used solution. However, the majority of publishers using Prebid are […]
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OPINION: Data-Driven ThinkingIn Praise Of Cohorts, The Only Truly Privacy-Compliant Option We Have
“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 Warren Lapa, CEO, Unique. When Google announced its plans to block third-party tracking in Chrome, the ad tech ecosystem immediately pivoted to first-party data and derived personal identifiers. The pitch […]
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OPINION: On TV & VideoWhy The CTV Industry Needs To Invest In Content Metadata for OTT Ads
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Lynn Chealander, Director, Product Management, Xandr. Imagine the Air Buddies franchise churns out a 15th movie, and you’re rightly excited to see it on the big screen. But when you get to the theater, you […]
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OPINION: The Sell SiderFacing The Cruel Reality Of First-Price Auctions
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Kean Wang, VP, Product & Strategy, Intowow Innovation. When Google Ad Exchange completed the last mile of the industry’s transition from second-price auctions to first-price auctions in September 2019, publishers were enthusiastic about the […]
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OPINION: Data-Driven ThinkingGeo-Testing Deserves A Comeback
“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 Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach […]
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OPINION: The Sell SiderData Says No: In Defense Of The Right Brain
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Lara O’Shea, Executive Strategy Director, VMLY&R. Those who lived in noughties Britain will remember the scenes in Little Britain where David Walliams played customer service advisor Carol Beers; she lived behind her computer screen, […]
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OPINION: On TV & Video5 Non-Obvious Things To Know Before Choosing A CTV Supply Partner
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Oleg Sokolan, Director of Demand Partnerships at Admixer. Linear TV was on its way out for years, but the pandemic truly accelerated the loss of impressions and the massive consumer switch to connected TV (CTV). […]
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OPINION: Data-Driven ThinkingThe Pros And Cons Of Probabilistic Attribution
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 AJ Brown, CEO and co-founder of LeadsRx. The mother of all “what ifs” for enterprise marketers is: What if all consumer tracking went away, eliminating the possibility of identifying anonymous […]
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OPINION: Data-Driven Thinking5 Things You Didn't Know You Could Do With Location 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 Darren Goldie, CEO/Founder, Locationify. Prior to the digital revolution, location data was explicit – it referred to fixed physical stores. Today, location data matters because people check their phones before […]
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OPINION: The Sell SiderHow Footer Bidding Can Be A Tool To Navigate Core Web Vitals
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Premesh Purayil, CTO, Freestar. As we all know, Google’s Core Web Vitals scores and related changes to search result prioritization have thrust site speed and user experience to the forefront for all publishers. Ask […]
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OPINION: On TV & VideoWith A Nudge From Brands, Streaming Interoperability Is A Possibility
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Andre Swanston, CEO and Co-Founder of Tru Optik, a TransUnion company. We’re in a golden era of streaming. More US broadband households now subscribe to over-the-top (OTT) than a pay-TV service. Digitization has shepherded in […]
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OPINION: The Sell SiderWhy The Delay In Cookie Demise Should Not Defer Publishers’ Return To Power
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Matlick, CEO and co-founder, Bombora. Google’s decision to delay third-party cookie deprecation may feel like a life raft to many in the ad industry, but the longer timeline feels bittersweet to publishers. Endemic […]
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OPINION: Data-Driven ThinkingWhy Advertisers Should Use A 30-Day Or Longer Attribution Window For On-Device 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 Dor Birnboim, US VP, Strategic Partnerships, ironSource Attribution is a key part of successfully scaling and optimizing user acquisition campaigns for the highest quality users. But there is no one-size-fits-all […]
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OPINION: Data-Driven ThinkingHiring Amid Change: Retaining and Attracting Talent In The Wake Of The Pandemic
“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 Kelly Herrick, Global Recruiting Lead, Prohaska Consulting, and Founder of Searchlight 2021 is turning out to be a great reset for many companies. The industry is coming back in full […]
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OPINION: The Sell SiderProgrammatic Guaranteed's Shot To Solve For The Loss Of Identifiers
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Felix Zeng, head of programmatic at IBM Watson Advertising. The downward-sliding scale of third-party identifiers is leaving publishers and marketers scrambling to figure out what will replace the digital currencies that we’ve relied on […]
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OPINION: On TV & VideoThree Ways Advertisers Can Capitalize On Improved TV Attribution
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Ortman, VP of growth and innovation at Generator Media + Analytics. When it comes to advertising, the internet reigns supreme. Digital media accounted for nearly half of global ad spend last year, and it will almost certainly […]
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OPINION: The Sell SiderEmail Ad Monetization Will Get Harder With iOS 15
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Chris Shuptrine, VP of marketing for Kevel. Email ad monetization will forever change when Apple officially releases iOS 15 and Mail Privacy Protection (MPP) this fall. This new feature will apparently send all emails opened […]
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OPINION: Data-Driven ThinkingThe Simple Way To Avoid Conflating Good And Bad Data Use
“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 Jed Mole, CMO of Acxiom, Kinesso and Matterkind. Data is turning into a four-letter word. And if we don’t get beyond the hype to understand it a little better, we’re […]