AdExchanger Guest Columnist
Articles By AdExchanger
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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 […]
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OPINION: The Sell SiderIn The Wake Of Bidstream Identifiers, Publishers Will Become The Guardians Of Data
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Aly Nurmohamed, General Manager at Permutive. With every Google, Apple and Firefox announcement, the status quo of the open web is rocked. The ecosystem of advertisers, ad tech companies and publishers falls out of balance. With […]
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OPINION: The Sell SiderThe Clubhouse Effect: How User-Generated Content Impacts Your Audio Strategy
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jonathan Gill, CEO and founder of Backtracks. Clubhouse entered the year with a bang. Whether it goes out with a mic drop, crackle of static or becomes the next defining social network, its staying power […]
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OPINION: On TV & VideoDTCs And Traditionals: Learning From Each Other In The New Age Of TV
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Darren Moore, VP and head of product marketing, TVSquared. The last few years have been lightning in a bottle for direct-to-consumer (DTC) brands, who are now investing in TV – but demanding more out […]
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OPINION: Data-Driven ThinkingPerfect Your iOS 14 Opt-In Strategy with Pre-Permission Prompts Built with Context and Trust
“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 Melissa Coleman, Director of Client Success, Americas, at Adjust. Apple’s latest update that its IDFA restrictions are set to kick in on April 26 means that you’ll soon learn whether […]
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OPINION: The Sell SiderLet's Give Walled Gardens The Name They Deserve: Roach Motels
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jay Stocki, the data practice lead at Prohaska Consulting. When consumer data goes into a walled garden, it never comes out. Ad dollars go in, but the true measurement of the results never come out. […]
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OPINION: Data-Driven ThinkingFor “Cookieless” Solutions to Work, We Need to Talk About Addressability
“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 Marzouk, CEO and founder of MediaWallah Here’s a quick survey for you marketers. As of today, are you up and running with a third-party cookie alternative? Are you […]
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OPINION: On TV & VideoHow Advertisers Can Use Addressability To Unlock The Diverse Hispanic Market
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Adam Gaynor, VP of Network Partnerships and Head of Addressable at VIZIO. While we’ve been talking for years about using addressable to build a bridge between linear and connected TV, the seismic events of […]
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OPINION: On TV & VideoThe Buyer’s Dilemma Has Come Home to Roost
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Bryon Schafer, SVP of research at Vevo. Today, the media industry faces multidimensional fragmentation, heightened media competition, limited measurement, and rapidly decreasing TV ad supply. Networks have pivoted toward streaming, and the buying community […]
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OPINION: Data-Driven ThinkingWith So Many Elements In The Google Privacy Sandbox, Why Are We Only Talking About FLoC?
“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 Hugo Loirot, partner and managing director at fifty-five. What do people remember about Einstein’s work? E=mc2. Thousands of pages of Descartes writings? Cogito, ergo sum. The Eagles’ thirty singles? Hotel […]
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OPINION: Data-Driven ThinkingWe Need To Talk About First-Party Data – Because It Doesn't Belong To You
“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 Robin Caller, CEO and founder of Overmore Group. Fair warning, this essay is a bit of a rant. I mean no harm to any promoter of ad tech, martech, clean rooms or […]
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OPINION: Data-Driven ThinkingCalling BS On Marketers
“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 Shiv Gupta, founder at U of Digital. Marketers eventually get tired of being fed BS by their partners, and start to BS back. Time and time again, vendors have been caught […]
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OPINION: The Sell SiderAre Media Owners Factoring In The Cost Of Email In The Universal Identity Debate?
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. The most serious threat to publishers’ business models is coming from within. I’m talking about email-based universal IDs. In the last couple of years, media […]
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OPINION: On TV & VideoWhat Marketers Must Consider Before Diving Into Advanced TV
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andy Fisher, head of Merkury Advanced TV at Merkle. With the deprecation of third-party cookies and its implications on media targeting, advertisers are increasingly looking for opportunities to leverage both their first-party data and […]
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OPINION: Data-Driven ThinkingApp Developers Will Need To Commit To Cohorts. Don’t Be Left Behind.
“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 Wooten, founder and president at VRTCAL. The news around ID deprecation and privacy regulations is important and overwhelming. But while those conversations are necessary, we also need to face a […]
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OPINION: Data-Driven ThinkingData Clean Rooms Will Play A Key Role In A Cookieless 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 Carolina Abenante, co-founder of NYIAX. The advertising industry is undergoing a paradigm shift, moving toward a model where audience data is currency. But with Google ending support of third-party cookies […]
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OPINION: The Sell SiderThe Three Steps To Building A Global Publishing Business
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Sara Badler, SVP of advertising and partnerships at Dotdash. Fries or crisps? Elevator or lift? Even among English speakers there are a host of regional differences for the global traveler to wrap their his or […]
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OPINION: Data-Driven ThinkingHaving Access To Data Doesn’t Mean It Should Be Used
“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 Yigael Chetrit, global CTO at SRDS. Privacy regulations are moving quickly, and publishers need to make decisions about the kind of data to collect and how to monetize it. But […]
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OPINION: Data-Driven Thinking
Going Behind The Scenes On CAID, The Chinese IDFA Workaround Causing Such A Headache For Apple
“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. Less than a month ago, on March 15, the Financial Times broke a remarkable story. A state-backed consortium known as the China […]
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OPINION: Data-Driven ThinkingGoogle's Violating Its Own Invalid Traffic Policy At The Cost Of 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 Luke Taylor, COO at TrafficGuard. The purpose of advertising is to influence behavior. But in Google’s search environment, it’s worth considering: Are your ads influencing behavior, or mainly serving as […]
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OPINION: On TV & VideoWhy Connected TV Isn’t As Complicated As Advertisers Think
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by David George, CEO of Pixability. While advertisers now recognize the importance of CTV for reaching an enormous audience – 2020’s dramatic acceleration led to consumer user numbers exceeding 200 million – they are still […]
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OPINION: Data-Driven ThinkingIDFA Loss Will Kill A/B Creative Testing
“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’s new IDFA policy will have a profound impact, including killing the way in which most mobile app companies A/B test creative […]
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OPINION: Data-Driven ThinkingFinding An Equilibrium Between Marketers And Media Companies
“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 Spiegel, EVP of marketing solutions and head of the media vertical at TransUnion. I’m happy the era of cookies is coming to a close. This evolution was going to […]
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OPINION: On TV & VideoRoku Is CTV Advertising’s Big Bet for 2021
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by John Hamilton, CEO and founder of TVDataNow. As 2020 drew to a close, Roku was one of the few companies that emerged stronger than it entered. Reporting on its Q3 earnings, Roku announced total […]
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OPINION: The Sell SiderFour Ways Publishers Can Use Data to Get Closer to Buyers
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Wenda Zhou, Head of Media Operations, IPONWEB. When programmatic first started, publishers largely viewed it as another channel they could use to offload remnant inventory and squeeze out more revenue. It wasn’t considered a risk […]
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OPINION: Data-Driven ThinkingTo Build Or Not To Build A CDP? That’s Not The Right Question
“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 Tasso Argyros, CEO and founder of ActionIQ. Recently, martech influencer Scott Brinker posted the results of a survey that claims 67% of respondents plan to build their own “custom” customer data […]