AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingGoodbye, 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.
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OPINION: Data-Driven ThinkingWhy – And What – Marketers Need To Know About AI Agents
Agents are autonomous and thoughtful, incredibly fast and knowledgeable. They won’t replace star performers, but they will supercharge your team’s delivery.
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OPINION: The Sell SiderDown But Not Out: Publishers And Ad Tech Punch Back In 2025
The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.
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OPINION: On TV & VideoOutcomes-Based Performance Is The New Media Currency
The existing CPM model is broken. In what other industry would we accept paying full price for a product that delivers less than half of what was promised, asks Raphael Rivilla, chief media officer at Marcus Thomas.
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OPINION: Data-Driven ThinkingBrands Have A Right To Control The Ad Placements Around Political Content
Under the guise of preventing “censorship,” Jim Jordan and the FCC’s Brendan Carr are attacking the First Amendment rights of private companies to choose what kinds of political content they support.
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OPINION: Data-Driven ThinkingFederal Privacy Reform: Will 2025 Be The Year For Comprehensive Action?
Nineteen states have passed comprehensive privacy laws, but how close are we really to a federal privacy law?
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OPINION: Data-Driven ThinkingWhat A Second Trump Presidency Means For Media And Advertiser Investment
As we move into 2025 and beyond, there are a few areas where President-elect Donald Trump’s policy proposals will directly affect the advertising industry, writes Eric Haggstrom of Advertiser Perceptions.
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OPINION: Data-Driven ThinkingIf Games Want Brand Advertising, They Should Play By Brands’ Rules
The in-game advertising market’s stagnation is both unsurprising and frustrating. The onus is on the gaming industry to make gaming an essential channel for advertisers, rather than a nice-to-have.
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OPINION: Data-Driven ThinkingCuration’s Double-Edged Deals: Balancing Efficiency, Transparency And Value In PMPs
Two perspectives have emerged on curation: The value argument highlights refined audience targeting, while the ad network argument emphasizes enabling smaller players to compete with scaled giants.
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OPINION: Data-Driven ThinkingThe PPCCs Of Gen Z Marketing
Success with Gen Z isn’t about the stories brands want to tell – it’s about tapping into their stories and aligning with how they live and express themselves. That’s where the PPCCs framework comes in.
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OPINION: Data-Driven ThinkingIn-Person Data Collection Annoys Customers – And It’s Ineffective
The hunger for first-party data is driving companies to demand our information more aggressively than ever. It’s hard to buy a coffee, magazine or sweater these days without someone demanding your name, number, email or home address.
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OPINION: Data-Driven ThinkingEmbracing Accountability: Best Practices For A More Responsible Era Of Digital Media
Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.
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OPINION: Data-Driven ThinkingMaryland Is The New State To Watch When It Comes To Data Privacy
When talk turns to the most impactful state privacy laws, the conversation usually starts and stops with California. However, recent developments may make Maryland the most challenging state for compliance by the digital media industry.
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OPINION: Data-Driven ThinkingThe Efficiency Trap: Rethinking Value And Cost In Media Buys
Brands’ relentless drive for efficiency in media spending has far-reaching consequences that have significantly reshaped the industry and perpetuated longstanding issues with media quality.
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OPINION: Data-Driven ThinkingWhy Publicis Is Winning
Publicis outperforms its agency holding company rivals because of three primary factors: technology strategy, leadership and deal-making.
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OPINION: Data-Driven ThinkingAI Won’t Replace Human Creative, But It Can Save Hours In Research
A creative director shares his favorite use cases for generative AI, his favorite AI tools (and the ones he won’t trust yet) and best practices for refining outputs.
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OPINION: Data-Driven Thinking12 Tips For Optimizing Retail Media Investments
Here are 12 essential tips to help advertisers optimize their retail media investments and thrive in this fierce new arena, based on insights from the ANA’s Retail Media Networks Fair.
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OPINION: Data-Driven ThinkingThe Race To The Bottom Is Over. Advertisers Care About Quality Again
Advertisers’ obsession with “following the audience” allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. But a cultural shift back toward focusing on quality is underway.
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OPINION: The Sell SiderCuration Doesn’t Really Work For Publishers. Here’s How To Fix It
Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.
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OPINION: Data-Driven ThinkingPolitics Have Changed. Here’s How Political Advertisers Can Adapt
Political ad strategies evolved quickly this year, as campaigns moved beyond exclusivity, focusing on flexibility and reach. Here’s what this cycle taught us and how it will guide our business in the medium term.
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OPINION: Data-Driven ThinkingMarketing Has Made Great Progress, But Media Is Still A Minimum Viable Product
As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.
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OPINION: On TV & VideoCPMs Are The Wrong Metrics To Prioritize In CTV Advertising
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
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OPINION: The Sell SiderImagining A Post-Monopoly Era: The Future Of Publishing Without Google's Dominance
A Google breakup could lead to a more fragmented market, with multiple smaller entities competing for ad space. This will almost certainly result in increased competition and higher ad rates for publishers.
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OPINION: Data-Driven ThinkingFrom Banners To Generative AI: How Two Digital Revolutions Redefined The Future Of Marketing
When banner ads were introduced in 1994, pundits proclaimed that this new approach to advertising was going to ruin the world wide web and kill creativity as we know it. Others were worried about their jobs. Sound familiar?
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OPINION: On TV & VideoBrands Can Avoid Election Misinformation On YouTube – But Blocking News Isn’t The Answer
Brands have two options for avoiding election misinformation on YouTube: block all news, or only monetize credible news. But blocking all news restricts campaign reach and harms reliable journalists, just when we need them most.
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OPINION: Data-Driven ThinkingBalancing Accuracy, Richness And Scale For Effective Audience Targeting
Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments.
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OPINION: The Sell SiderEscaping The Outrage Loop: How To Break Free From Programmatic Transparency Challenges
The programmatic open marketplace is designed to sustain the business models of ad tech, agencies and consultancies, rather than serving the interests of advertisers, audiences and media owners. It cannot be fixed. It must be rebuilt.
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OPINION: Data-Driven ThinkingAdvertisers, Brace Yourselves: The Era Of Paid, Ad-Free Social Media Is Here
With the growing number of social media users paying for a premium and often ad-free service, how can marketers engage these audiences?