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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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 […]
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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 […]