AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingThe End of IDFA: 4 Misconceptions And 3 Ways Forward
“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 Jake Moskowitz, VP of data strategy and head of Emodo Institute at Ericsson Emodo, a tech subsidiary of Ericsson. Apple’s IDFA changes and Google’s eventual deprecation of third-party cookies in Chrome have turned the […]
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OPINION: On TV & VideoThree Digital Video Trends Shaking Up The Linear Market
“On TV & Video” is a column written by the sell side of the digital media community. Today’s column is written by Frans Vermeulen, Chief Operating Officer at Tru Optik, a TransUnion Company Advanced TV has a lot to recommend it as an advertising channel. Marketers see it as an opportunity to transition away from […]
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OPINION: On TV & VideoHow To Ensure Ads Remain #Trending As TikTok Leads Today’s Creative Revolution
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Irene Yang, managing director of Nativex. Brands are making significant changes to their social media strategies to reach out to Generation Z and to appeal to their unique sensibilities and mobile behavior. No better app […]
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OPINION: The Sell SiderThree Reasons To Stop Overlooking Audio Advertising
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Sonia Jain, senior manager of custom research for The New York Times. It’s time to stop overlooking the most obvious place to invest ad dollars in 2021: audio. In our search for comfort, information and […]
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OPINION: On TV & VideoCTV and OTT Race in the European TV Space: Challenges and New Growth Points
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Fiksu COO Anna Kuzmenko. Throughout the past decade, viewers’ rising demands for streaming services and their changing viewership habits have been transforming the European digital TV market. AVOD in the European digital TV market AVOD […]
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OPINION: Data-Driven ThinkingFour Steps for Embracing, Rather than Combatting, the Walled Gardens
“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 Andrew Bloom, Chief Commercial Officer of Data Axle. Our industry spends a lot of time talking about “walled gardens” and the hazards that their policies pose to the broader digital […]
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OPINION: The Sell SiderIt’s Time To Say Goodbye To VPAID, For Real This Time
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Mike Chowla, Sr. Director of Product Management at PubMatic and video chair for Prebid. The retirement of VPAID has been announced several times, including in 2017 and 2019. However, as of May 2021, VPAID is still widely used. If VPAID could talk, it would surely use the Mark Twain quip, “The report […]
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OPINION: On TV & VideoA Wakeup Call for Networks, Agencies and Brands: Consumers Are Fed Up with the Lack of Ad Frequency Controls
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Julia Smaldone, senior strategist at Media Kitchen. It’s an unfortunate experience with which each of us is all too familiar. You’re binge watching your favorite show, catching up on the news or streaming live sports, and are subject […]
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OPINION: Data-Driven ThinkingDominion And Domains: Here’s How You Can Fix The Web
Source: A Complete Introduction to Terry Pratchett’s Discword. “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 James Rosewell, founder and CEO at 51Degrees. Pillars The Word Wide Web Consortium (W3C) was set up to standardize an open world wide […]
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OPINION: Data-Driven ThinkingWhy You Can’t Afford To Ignore Cohort Reports
“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 Omer Adato, director of product at ironSource. App monetization managers have an increasingly complex job. As the market grows, so does the technology to support it, leading to an ever-growing stream […]
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OPINION: Data-Driven ThinkingAvoiding A Bad Google Breakup
“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 Shaughnessy, COO of Kargo. Publishers and ad tech companies have lately been treated to some interesting new information about how Google has managed its programmatic advertising business through the years. […]
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OPINION: On TV & Video'What Gets Measured, Gets Managed'
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tom Jenen, Chief Revenue Officer of Brand Metrics. Peter Drucker was right when he wrote, ‘What gets measured gets managed.’ Known as the father of modern management, Drucker was revered for his books and articles […]
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OPINION: The Sell SiderThese Apps Will Benefit The Most From Apple's Pending IDFA Changes
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tanya Lee, GM EMEA, Vungle. Change provides opportunity for those who are able to adjust quickly and effectively. Apple’s change to the IDFA in iOS 14 will allow many app publishers to thrive in ways that they […]
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OPINION: On TV & VideoConnected TV Has A Hidden Champion: Gaming
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Gijsbert Pols, Lead Product Strategist at Adjust. Connected TV (CTV) is largely associated with streaming services. It is not hard to see why. When people buy an Apple TV or a Roku box, a Samsung […]
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OPINION: Data-Driven ThinkingIs Selling Brand Terms On Search Engines Signposting Or A Shakedown?
“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 Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. Many governments have started looking into Big Tech and how to address practices that may be harming […]
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OPINION: The Sell SiderPrebid Is The Key To Unlocking The Cookieless Future For Publishers
“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 for OpenX. Publishers are right to be worried about the impact that third-party cookie deprecation in Chrome will have on their programmatic revenue. In 2019, Google ran a study […]
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OPINION: Data-Driven ThinkingWhy Acquiring First-Party Data is Not an Easy Substitute to Third-Party Cookies
“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 Seraj Bharwani, Chief Strategy Officer at AcuityAds. There is no shortage of advice on alternatives to third-party cookies these days. The most frequently cited advice goes something like, if you can’t […]
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OPINION: Data-Driven ThinkingHow To Find And Attract In-House Talent
“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 Brian Chap, founder of Tech Recipes. “Today’s innovation is tomorrow’s tradition.” ~Lidia Bastianich By now, you should understand how to handle the complexity of in-housing, and how to use the six […]
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OPINION: The Sell SiderHow Publishers Can Win Back Ad Revenue From Big Tech
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeffrey Turner, director of digital ad operations at The Washington Post. Facebook, Twitter, and Snapchat are among the highest grossing companies in digital media, earning billions as users scroll through an endless feed of content. […]
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OPINION: Data-Driven ThinkingYou Don't Need To Target Individuals To Drive Performance
“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 Todd Gordon, VP of Client Development at Tatari. The industry is busily debating the implications of the loss of online identifiers due to actions by Google and Apple – but […]
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OPINION: Data-Driven ThinkingThe 3 Clean Room Principles That Every Marketer Must Know To Protect Their 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 Steve Silvers, SVP product, GM customer experience, Neustar. Advertisers have spent years building marketing machines that rely on digital user data. Now they have to adapt to a new era […]
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OPINION: On TV & Video2021 Upfronts: A Defining Year On How Advertisers Approach TV And Video Investments
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Rob Bochicchio, President of Marketsmith. Coming out from last year’s unpredictable upfront season, the rules have completely changed. The playbook is different. The upending of the norms between TV buyers and sellers still hasn’t […]
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OPINION: The Sell SiderSKAdNetwork Three Point … Doh!
Today’s column is written by Maor Sadra, CEO and co-founder of INCRMNTAL. After this exclusive look for subscribers, the story will be published in full on AdExchanger.com tomorrow. Facebook CFO David Wehner has noted on multiple company earnings calls that investors should expect a revenue dip related to ad targeting headwinds, aka, Apple’s AppTrackingTransparency. But what […]
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OPINION: Data-Driven ThinkingWhy Prebid Alone Only Provides A False Sense Of Security
“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 Marc Goldberg, CRO at Method Media Intelligence. Can prebid cure all that ails you? In a word … no. The RTB protocols were put into place so that sellers and buyers […]
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OPINION: Data-Driven ThinkingPrepare for the Mother of All M&A Booms
“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 Terence Kawaja, CEO, LUMA Partners. CAVEAT: LUMA Partners is a leading M&A advisor to the ad tech sector. Hammer >>> Nail. The intersection of media, marketing and technology has always […]
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OPINION: Data-Driven ThinkingATT Opt-In Rates: The Picture So Far And The Ugly Truth Behind Why The Numbers Vary So Widely
“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 Alex Bauer, head of product marketing at Branch. Have you seen a tweet, blog post or news article in the past few weeks about “ATT opt-in rates,” perhaps accompanied by […]
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OPINION: On TV & VideoThe Top 5 Questions Marketers Ask About CTV Advertising
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by tvScientific CEO and co-founder Jason Fairchild. The fastest growing segment of the $72 billion TV ad market is CTV advertising. There are dramatic changes happening within TV advertising, which has traditionally been dominated by roughly […]
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OPINION: The Sell SiderA Joycean Stream Of Consciousness On Apple’s ATT
“The Sell Sider” is 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. Like an oil corporation opposing the rise of renewables or a tobacco company lobbying for its own cause, a reactionary wing of digital advertising is struggling to accept the […]
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OPINION: On TV & VideoThe Ad Tech Tax: Coming Soon to a TV Buyer Near You
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Oscar Rondon, VP of Product Marketing at VideoAmp. Linear TV and digital buying teams historically lived in different worlds. Teams were separate within organizations and made up of talent with different skill sets and […]
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OPINION: Data-Driven ThinkingYes, Everybody’s KPIs Are Screwed. But It’s Going to Be OK
“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 Julian Baring, regional president of Americas at Adform. The digital advertising identity landscape isn’t shifting. It’s shattering. And there’s not an ad tech company, brand, agency or publisher on the planet […]