AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingRethinking Brand Safety In The Age Of Compulsive Media Experiences
Short-form video, infinite scrolling and hyper-targeted algorithms aren’t neutral mediums. They shape, and often compromise, the attention they harvest, creating compulsive habits that warrant serious reflection.
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OPINION: Data-Driven ThinkingSeeing Through The Smoke And Mirrors: Transparency In The AI Age
Transparency has become the currency of credibility in advertising. Larger holding companies and black box AI platforms must recognize that their opaque practices are no longer sustainable.
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OPINION: Data-Driven ThinkingAI Is Everywhere, But Where Is It Really Adding Value?
AI is being embedded in tools, tagged in decks and tossed into internal sprints. But for agencies, publishers, brands and platforms, there’s still no shared definition of success.
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OPINION: On TV & VideoGoogle’s “Other” Problem: The Hidden Costs Of Ad Opacity
When platforms choose to label any significant portion of an ad buy as “other,” it’s a deliberate decision to withhold information for the seller’s benefit and the buyer’s detriment.
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OPINION: Data-Driven ThinkingUnpacking Google Breakup Proposals: New Rules, New Risks For Marketers
If the court ultimately orders Google to spin off AdX or DFP, the result would be a fundamental rebalancing of power across the digital advertising supply chain. For marketers, the implications are just as significant.
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OPINION: The Sell SiderIt’s Schadenfreude Season For Google And The Rest Of Big Ad Tech
The wave of ad tech headlines in recent weeks represents a long overdue moment of reckoning for companies who (still) hold disproportionate control over publishers’ website traffic and revenue potential.
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OPINION: Data-Driven ThinkingThe Brand Safety Myth: Why Most Marketers Don’t Need Brand Safety Verification
It’s important to have frank discussions with clients, explaining the need and value of brand safety. That way, marketers can make an educated decision on whether they truly need to pay for it.
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OPINION: Data-Driven ThinkingUndermining Ourselves: How Advertising Keeps Getting Standards Wrong
Many well-intentioned advertising standards efforts gather digital dust thanks to industry politics and competing interests. Here’s how the industry can stop sabotaging its own progress.
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OPINION: Data-Driven ThinkingIs Your Data Gen AI-Ready? Here Are 3 Steps For Shaking Up Your Data Strategy
Here are three areas that marketing technology professionals must handle successfully to get the most out of their AI applications.
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OPINION: On TV & VideoClosing The CTV Outcome Data Gap: Unlocking Smarter Optimization Strategies
CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.
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OPINION: Data-Driven ThinkingLess Is More: Why Excluding Audiences Leads To Stronger Campaigns
Audience suppression may be the missing link between annoying a consumer and building a lasting relationship.
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OPINION: Data-Driven ThinkingThe AI Tradeoff: How Marketers Can Balance Efficiency And Authenticity
Does AI kill authenticity? Or is it just another evolution of content creation? And does it even matter? After all, consumers say they care about authenticity, but their actions don’t always match their words.
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OPINION: Data-Driven ThinkingAvoiding CCPA Privacy Pitfalls: Lessons From The Honda Settlement Order
It’s difficult for advertisers to enter into contracts with every company to which they disclose personal information. However, difficulty is no longer an acceptable excuse.
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OPINION: Data-Driven ThinkingGoogle’s Fingerprinting Update Might Trigger The Next Battle For Digital Privacy
Many in the industry see Google’s fingerprinting reversal as an irresponsible move due to privacy concerns, particularly in regions with strict data regulations.
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OPINION: Data-Driven ThinkingChampioning Change: How Women In Ad Tech Can Advocate For Equality Year-Round
Despite diverse hiring initiatives and programs to support women in the workplace, representation in ad tech is lacking. And given threats to women’s rights and the rollback of DEI efforts due to political pressure, the time to take action is now.
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OPINION: Data-Driven ThinkingPrincipal Media Has Potential, But Only With Strong Quality Controls
Where principal media has gone wrong is that buyers have commoditized it due to an overreliance on vanity metrics in contractual agreements.
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OPINION: Data-Driven ThinkingTo Compete With Walled Gardens, The Open Web Needs More Collaboration
Based on the way advertisers deal with publishers, you’d think they were sworn enemies. Our failure to prioritize collaboration on the open web and build a positive value chain has been our collective downfall.
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OPINION: The Sell SiderDecoding Curated Deals: How Standardized Reporting Can Bring Transparency
The curation debate is missing a critical piece: standardized reporting. Without it, curation risks leaving publishers in the dark about its actual value.
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OPINION: Data-Driven ThinkingAdvertising’s ID-Less Future Depends On More Than DSP Adoption
If we’re to leave behind the third-party cookie era, the rest of the ecosystem must reassert the role it plays in setting the agenda.
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OPINION: Data-Driven ThinkingAmerican By Birth, European By Data Privacy Standards
GDPR may not be perfect, but it forced European companies to adopt a privacy-by-default position. For US companies, this is a clear signal: Change is inevitable.
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OPINION: Data-Driven ThinkingThe Surprising – And Important – Link Between Chevron And Ad Tech
Now that Chevron is overturned, it will be easier for companies to challenge FTC regulations in court, arguing that they exceed the FTC’s mandate, writes OpenX’s Julie Rooney.
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OPINION: Data-Driven ThinkingBug Bounties Can Transform Ad Tech
To solve ad tech’s intractable problems, there’s a solution that the advertising industry could borrow from the hacker world: bug bounties.
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OPINION: The Sell SiderCuration Isn’t Harming Publishers, But Their Lack Of Collective Action Is
Curation is amazing – for SSPs. The question publishers continually ask is, “Is curation good for us?” That’s the wrong question.
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OPINION: Data-Driven ThinkingAI In Q4: What Worked, What Didn’t And What’s Next
Not every retailer has a solid handle on emerging AI tech. While some thrived, others stumbled – sometimes spectacularly. Here are some lessons to learn from Q4 campaigns.
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OPINION: Data-Driven ThinkingFrom Theory To Practice: How Organizations Can Embrace Experimentation In Marketing Measurement
Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. But what can organizations do to successfully integrate experimentation into their measurement frameworks?
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OPINION: Data-Driven ThinkingThe Uncomfortable Truth About Advertising Effectiveness: Why Marketers Avoid True Experimentation
Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job.
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OPINION: Data-Driven ThinkingQuality, Transparency And Trust Will Define The Future Of Ad Tech
As we navigate the challenges facing our industry, we must prioritize both efficiency and integrity – and focus on quality over quantity in ad delivery.
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OPINION: Data-Driven Thinking
Goodbye, Outcomes Era: Why Quality Will Define The Industry’s Future
The industry’s sharpest minds claim we are entering the Outcomes Era of digital advertising. But we have been in the Outcomes Era for over a decade. It is high time to embrace the Quality Era, instead.
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OPINION: Data-Driven ThinkingWhat Advertisers Need To Know About The FTC’s Shifting Priorities And Evolving Enforcement
Under the new leadership, the FTC is signaling a pivot away from sweeping rulemaking efforts to let Congress play that role, writes Uplevel CEO Raashee Gupta Erry.
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OPINION: Data-Driven ThinkingThe Hidden Dangers Of Privacy-Preserving Attribution – And A Smarter Solution
Meta and Mozilla’s new browser-based attribution system for web ads appears to solve an interesting math problem. But if applied to real-world advertising, it will increase privacy risks for users, writes Raptive’s Don Marti.