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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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.
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OPINION: Data-Driven Thinking
Why – 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.