AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven Thinking3 Contextual Targeting Myths in a Data-Deprecated World
“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 Alexander Knudsen, VP of solutions engineering at Amobee. As marketers confront a data-deprecated world, contextual targeting is seeing a renaissance. But despite the fact that using content signals as proxies […]
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OPINION: On TV & VideoThe Creative Technology Boom Will Create a Powerful New Lever for Brands
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Alex Collmer, CEO of VidMob. We are entering an era of signal loss, in which media targeting will become less effective. Creative will have to pick up the slack. For the past decade, marketers have […]
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OPINION: The Sell SiderHow To Evaluate An Identity Solution
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Joanna Catalano, Chief Growth Officer of Piano. As Google closes the door on the era of the third-party cookie, the time is now for publishers and brands to prepare. So what exactly is the right […]
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OPINION: Data-Driven ThinkingThree Trends Signaling Permanent Advertising Budget Shifts to Retailer Ad Platforms
“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 Andrea Leigh, VP of strategy and insights at Ideoclick. Brands reimagined their media plans during the pandemic, and many must now reconcile their previous approach with emerging digital ad opportunities […]
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OPINION: Data-Driven ThinkingApple’s Privacy Change to Email – And How Marketers Should Respond
“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 Kerri Driscoll, VP of marketing strategy at Merkle. At Apple’s Worldwide Developers Conference, Apple announced its intention to put additional privacy parameters in place for email with its Mail Privacy […]
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OPINION: Data-Driven ThinkingKey Considerations For Marketers Investing In A Customer Data Platform
“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 David Kaganovsky, Global Chief Technology Officer, Wavemaker Global As the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive […]
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OPINION: Data-Driven ThinkingPost IDFA CPMs Have Skyrocketed, So What’s Happening?
“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 Bowman, CEO and founder of Consumer Acquisition. Apple killed the IDFA and Armageddon was upon us – or so we thought. IOS 14.5 was a landmark update that included Apple’s […]
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OPINION: The Sell Sider
Identity Reality Check: Most Identity Solutions Will Fail
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ian Trider, VP of RTB platform operations at Centro. If there are at least 80 companies purporting to offer identity solutions, surely the ad tech industry is set, right? Nope. I would argue that most […]
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OPINION: Data-Driven ThinkingDigital Marketing Measurement Demands a New 'Plan A'
“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 Peter Vandre, Chief Analytics Officer at dentsu Media US. If you’re planning for the impending death of the cookie, that’s a productive focus – but also, think bigger. Those keen on planning for […]
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OPINION: On TV & VideoWhy Are Large Agencies Struggling To Adapt To Digital TV?
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Victoria Milo, director of go-to-market digital media at MightyHive. TV advertising and offline media budgets – especially those managed by large agencies – have yet to change at the speed required to match the rapid shift in consumer behavior. […]
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OPINION: Data-Driven ThinkingHere's Why FLoCs Are a Step Backwards in Data Personalization (And What to Do Instead)
“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 Tim Glomb, VP of content and data at Cheetah Digital. Did you know that, according to a study by Accenture, 91% of consumers want a personalized online shopping experience? But at […]
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OPINION: On TV & VideoWhy CTV is Positioned to Thrive as Third-Party Cookies Fade Away
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by Justin Evans, global head of analytics and insights for Samsung Ads. Throughout the past quarter century, digital advertising was touted for its ability to target ads and directly track results. By contrast, traditional TV was […]
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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 […]