AdExchanger Guest Columnist
Articles By AdExchanger
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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?
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OPINION: Data-Driven ThinkingCAPI Isn’t A Band-Aid For Cookie Deprecation. It’s An Essential Solution
Despite Chrome’s cookie deprecation turnaround, a comprehensive CAPI strategy remains crucial for brands advertising on Meta, LinkedIn and Snap – yet many advertisers are dragging their feet. Why the reluctance?
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OPINION: On TV & VideoPulling A FAST One: 25% Of CTV Ad Inventory Can Only Be Bought Via Linear TV
A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.
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OPINION: Data-Driven ThinkingThe Industry Pullback From Cookie-Based Tech Proves Cookies Are Already Dead
We should welcome the opportunity to be part of identity’s path forward, now that we’ve released ourselves from the shackles of the cookie, writes Mark McEachran, SVP of product at Yieldmo.
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OPINION: Data-Driven ThinkingGoogle Antitrust Drama: Why YouTube Will Thrive No Matter The Verdict
The catalyst for Google’s future success – regardless of any legal ruling – is its YouTube strategy. Opening YouTube’s ad inventory to outside demand will increase its value.
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OPINION: On TV & VideoCTV 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 ThinkingHow 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 ThinkingBreaking 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 SiderHow 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 ThinkingHow 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 ThinkingZIP 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 & VideoSelling 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 & VideoCreative 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 ThinkingPredictive 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 ThinkingWhy 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 ThinkingEthical 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 ThinkingFor 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.