AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingPivot, Don’t Panic: How Smart CMOs Turn Market Volatility Into Growth
Economic uncertainty provides the perfect scenario for demonstrating marketing’s essential role in driving growth, resilience and adaptability. Here are actionable strategies CMOs can take to thrive amid market volatility.
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OPINION: The Sell SiderDear Ad Tech: Don't Let Publishers Be An Afterthought
The past two decades have left publishers struggling to effectively compete with “easy buttons” from tech giants and UGC behemoths. The ad tech industry must proactively support publishers with solutions tailored to their needs.
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OPINION: Data-Driven ThinkingAntitrust Enforcement Works, But It Needs To Happen More Proactively
Retroactive reinforcement won’t be enough to ensure a fairer and more innovative ad market going forward. The advertising industry needs proactive antitrust enforcement.
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OPINION: Data-Driven ThinkingNew US State Children’s Privacy Laws Continue To Reshape Digital Marketing
2025 promises a proliferation of US state laws regulating the processing of children’s data, with new rules either already in effect or coming into force later this year.
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OPINION: On TV & VideoLinear TV Is About To Go The Way Of Radio. That’s A Good Thing
In the next two years, linear TV will be deprioritized so much that holding companies will begin outsourcing their linear buying.
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OPINION: Data-Driven ThinkingIs The IAB’s Trusted Server A Real Solution For Publisher Revenue Control?
Can the IAB Tech Lab’s Trusted Server initiative really help restore publishers’ ownership of monetization and wrestle back control from Big Tech and walled gardens?
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OPINION: Data-Driven ThinkingProgrammatic Reboot: Rebuilding Digital Advertising From The Ground Up
Programmatic promised clarity: automation, efficiency and measurable outcomes. What we got instead is complexity dressed up as optimization: a stack of acronyms performing trust theater.
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OPINION: Data-Driven ThinkingMarketing To Machines: A New Performance Strategy In The Age Of AI Agents
As AI agents begin to mediate everything from search to purchase, marketers are being forced to confront the reality that they must treat machines as customers.
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OPINION: Data-Driven ThinkingFour Data Readiness Tips For Retail And Commerce Media
Ad spending across RMNs and CMNs is still hindered by incomplete data access and connectivity. Here’s how to bridge that gap.
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OPINION: On TV & VideoNBA’s Local Ratings Slump: A Symptom Of The Shift From Cable To Streaming
Even with the amazing storylines, this NBA season brought a steep decline in local TV viewership. While it’s tempting to frame this as waning fan interest, these drops are symptoms of a media ecosystem in transition.
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OPINION: Data-Driven ThinkingGoogle Is Keeping Cookies, So Advertisers Will Keep Buying Junk Data In Bulk
We’re seeing the worst possible outcomes with the CPM-based buying approach. And Google’s recent decision to hang on to cookies indefinitely risks perpetuating the worst parts of the digital ad business.
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OPINION: Data-Driven ThinkingAfter Xandr: Why The Open Internet’s Future Hinges On Integration, Not Fragmentation
The era of fragmented, adversarial ad tech is winding down. A new paradigm is emerging defined by AI-first, end-to-end platforms and collaboration among buyers and sellers.
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OPINION: Data-Driven ThinkingWhat Political Campaigns Can Teach Brands After Google’s Latest Cookie Reversal
Political advertisers, by necessity, have built precise, privacy-conscious targeting strategies that work without relying exclusively on third-party data like cookies.
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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.