AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & Video
CTV Ad Targeting Sucks Because We Let It
During a Covid-induced two-day binge watch of a recent streaming hit, advertisers consistently failed to serve the right ad. Where’s the accountability?
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OPINION: Data-Driven Thinking
How To Make Google's Network Business A Force For Good
Here’s an idea: Forget years of appeals. Google should spin out its entire network unit as a public benefit “B Corp” with capped margins. writes Arete Research’s Richard Kramer.
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OPINION: Data-Driven Thinking
Breaking Up Google Could Hurt Small Businesses
Google isn’t perfect. But it offers convenient, cost-effective advertising tools that millions of small businesses use to find customers, grow and succeed. If the DOJ breaks up the company, it will also break those tools.
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OPINION: The Sell Sider
How Competing Interests Collide In The War For Data Privacy
Competing agendas are limiting the tools publishers have at their disposal in ways that aren’t always primarily motivated by user privacy. Here are five things about privacy in digital media that should keep publishers up at night.
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OPINION: Data-Driven Thinking
How Automation Can Make Performance Marketing More Efficient – Without Sacrificing Creative
As we lean heavily on AI tools to enhance content efficiency, we may have reached a tipping point where we are creating more content in service of media algorithms, rather than for the benefit of consumers and brands.
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OPINION: Data-Driven Thinking
ZIP Codes: The Simple Fix For Advertising ROI Measurement
Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
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OPINION: On TV & Video
Selling CTV And DOOH As The Same Thing Undermines Their Value
While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.
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OPINION: On TV & Video
Creative IDs Are Coming – Here’s What To Expect
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
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OPINION: Data-Driven Thinking
Predictive AI Can Unlock The Value Of Unpredictability
In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.
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OPINION: Data-Driven Thinking
Why Standardization Is Wrong For Attention Metrics
If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.
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OPINION: Data-Driven Thinking
Ethical AI: Protecting Data Privacy And User Consent In The Age of Innovation
As AI eases one process, it creates new concerns around data privacy. And with more regulations like California’s AI safety bill surely coming soon, marketers need to stay on top of their ethics game.
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OPINION: Data-Driven Thinking
For AI Systems To Deliver On Their Potential, DEI Must Be Ingrained – And Enforced
While you may have been making strides in diversity, equity and inclusion, your AI journey has the power to derail and undermine your actions.
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OPINION: Data-Driven Thinking
Authenticity Can Help Brands Ride The Election Wave – Without Drowning
With political ads flooding every channel, how can brands remain relevant and connect with their audience without adding to the noise?
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OPINION: Data-Driven Thinking
Mitigating Misrepresentation: Is There A Proper Approach To ID Bridging?
ID bridging isn’t the problem. Buyers are objecting to unexpected, undisclosed manipulation of critical data in bid requests by sellers.
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OPINION: Data-Driven Thinking
Has Idealism Killed Google's Pursuit Of Privacy?
An ex-Googler asks: Has the commitment to perfection over progress led to the current state of play for the Privacy Sandbox and harmed the industry’s opportunity to provide better consumer privacy?
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OPINION: Data-Driven Thinking
Google Won't Kill Off Cookies, Consumers Will – And That’s How It Should Be
The only way forward for the industry is to put consumer choice first. That means putting the cookie behind us and rebuilding our relationship with consumers.
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OPINION: The Sell Sider
Don’t Cancel Brand Safety – Improve It
Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.
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OPINION: Data-Driven Thinking
How TikTok Shop Is Redefining Social Commerce In The US
Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide. Here’s how the success of TikTok Shop forecasts the future development trends of ecommerce and social commerce in the US.
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OPINION: Data-Driven Thinking
Forget Branding Vs. Performance – Both Are Critical, And Attention Metrics Bridge The Gap
Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.
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OPINION: Data-Driven Thinking
Who Stands To Benefit In Search Ads Following Google’s Antitrust Verdict?
With a landmark ruling potentially forcing Google to change its business practices, who is actually likely to steal some of its search market share? And what should marketers do about it?
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OPINION: Data-Driven Thinking
Forget Chrome’s Cookie Concerns: Solutions To Signal Loss Are Already Here
The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
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OPINION: Data-Driven Thinking
The End Of GARM Is A Reset, Not A Setback
The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.
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OPINION: Data-Driven Thinking
The 2024 Olympics Is A Reminder That Appointment TV Is Alive And Well
In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.
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OPINION: Data-Driven Thinking
Retail Media Has Its Own Last-Click Addiction – And The Problem With Add-To-Cart Rates
Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.
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OPINION: On TV & Video
CTV Providers Are Doing Their Own Thing – And That’s Great For The Industry
It’s anyone’s guess how CTV advertising will eventually look. But, today, there are no rigid standards, writes Operative’s Mike Pollard.
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OPINION: Data-Driven Thinking
Omnichannel Marketers Have Outgrown Third-Party Cookies, Even If Google’s Still Holding On
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
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OPINION: The Sell Sider
Strap In, Publishers, It’s Election Season
Halfway through 2024, however, many publishers are feeling hopeful, especially as election season heats up and puts a focus on news – a category with an extremely engaged audience, writes Connatix CRO Jenn Chen.
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OPINION: Data-Driven Thinking
The Cookie Conundrum Proves Google Couldn’t Collaborate In The Sandbox
By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms.
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OPINION: Data-Driven Thinking
How The Aftermath Of Apple’s ATT Prepares Us For User Choice In Chrome
Despite setbacks, the mobile advertising industry has not only recovered but thrived post-ATT. What can overcoming the impact of ATT teach us about overcoming the latest uncertainty around the future of the cookie?
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OPINION: Data-Driven Thinking
Google Backpedaling On Its Cookie Phaseout Isn’t An Excuse For Complacency
The industry shouldn’t let Google’s repeated delays slow down the progress we’ve made toward a more privacy-friendly advertising ecosystem. The need for innovation and collaboration is greater than ever.