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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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 […]
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OPINION: The Sell SiderThe Unintended Consequences Of Brand Safety
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jed Hartman, US President, Channel Factory. The evolution of digital media has unleashed a number of unintended negative consequences. Just to rattle off a few examples: The quest for impression-based scale led to advertisers […]
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OPINION: On TV & VideoHow To Navigate The CTV Supply Labyrinth
“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, an SaaS ad monetization platform for CTV publishers. One of the key concerns surrounding the CTV space is undoubtedly the transparency of its supply chains. The fragmentation of […]
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OPINION: Data-Driven ThinkingWhy We Cannot Miss The Mark On Ad Frequency Capping In The Post-Cookie Era
“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 Arnaud Blanchard, Product Director, Criteo. As a marketer, would you rather show two identical ads to the same consumer or the same ad one time each to two different consumers? […]
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OPINION: The Sell SiderStrategic Commissioning Lets Marketers Tap Into Newfound Publisher Power
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Anthony Capano, North American Managing Director, Rakuten Advertising. For far too long, publishers have gone unrewarded for their influence on consumer behavior. From driving awareness and attracting new-to-file customers to influencing conversion and inspiring […]
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OPINION: Data-Driven ThinkingWe Have To Completely Relearn Marketing Measurement — And That’s A Good Thing
“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 Ionut Ciobotaru, Chief Product Officer at Verve Group. The past has finally caught up to the marketing industry. We can’t pretend we didn’t know it would. As an industry, we […]
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OPINION: Data-Driven Thinking3 Ways Marketers Can Future-Proof Their Media Strategies In The Cookieless Landscape
“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 Nancy Smith, President and CEO of Analytic Partners. While Google’s delayed plan to end the third-party cookie gives advertisers a sense of relief, data deprecation will still continue. The Google […]
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OPINION: On TV & VideoWhy Local TV Is Keeping Many Brands On The CTV Sidelines
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Melissa McKay, director of media at Booyah Advertising. National brands rushed to advertise in local markets in 2020 due to COVID, civil rights protests and the election, leaving little budget or consideration left for connected […]
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OPINION: Data-Driven ThinkingChoose Your Own Identity Adventure: Why The Ad Industry Is Stuck In Wait-And-See Mode
“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 JoAnne Monfradi Dunn, CEO, Alliant. With so many privacy-first identity solutions, brands have two options: act now or procrastinate. Is it time to pick a lane, or is the ad […]
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OPINION: The Sell SiderThe Case For Taking The Privacy High Road
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by David Kohl, President and CEO, TRUSTX In the few weeks since Google took its foot off the gas on deprecating Chrome third-party cookies, I’ve been encouraged that publishers and advertisers still appear to be pushing […]
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OPINION: Data-Driven ThinkingThe UK’s Watchdog Has Sway Over Google’s Road Map. Here’s What Needs To Happen Next
“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 Alan Chapell, founder of law firm Chapell & Associates. The UK’s Competition and Markets Authority (CMA) has raised significant issues with respect to the Privacy Sandbox and Google’s proposed depreciation […]
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OPINION: Data-Driven ThinkingWhat’s Old Is New Again: Eliminating Marketing On Autopilot And Going Back To Basics
“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 Matt Zeiger, VP of Technology, Adlucent. Last year, while I was working at a different marketing agency, I was sitting across from a team of paid social media buyers, talking […]
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OPINION: Data-Driven Thinking5 Things Brands Should Do With The Time Google Just Gave 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 Mario Diez, CEO, Peer39. It felt like maybe the ad industry could get through summer without any big waves, but Google’s latest adjustment to its cookie deprecation timeline has our […]