AdExchanger Guest Columnist
Articles By AdExchanger
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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.
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OPINION: Data-Driven ThinkingAuthenticity 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 ThinkingMitigating 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 ThinkingHas 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 ThinkingGoogle 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 SiderDon’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 ThinkingHow 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 ThinkingForget 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 ThinkingWho 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 ThinkingForget 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 ThinkingThe 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 ThinkingThe 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.