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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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.
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OPINION: Data-Driven ThinkingRetail 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 & VideoCTV 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 ThinkingOmnichannel 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 SiderStrap 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 ThinkingThe 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 ThinkingHow 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 ThinkingGoogle 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.
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OPINION: Data-Driven ThinkingHow Can ID Bridging – The Foundation Of Our Space – Suddenly Be a Bad Thing?
The concept of ID bridging has long been the foundation of programmatic advertising, writes LiveIntent CEO Matt Keiser. What is cookie matching but an early iteration of ID bridging?
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OPINION: Data-Driven ThinkingSolving For Google’s Signal Deprecation Is Not A Future-Proof Privacy Strategy
If advertisers don’t adopt strategies in adherence with the strictest privacy laws, they are likely looking at a future of continuous pivots, wasting time and money, writes Rachel Gantz.
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OPINION: Data-Driven ThinkingStriking A Balance: Managing Content Moderation And Free Speech In Online Ecosystems
Open social platforms need established content policy that is underpinned by transparency, advanced technology and feedback loops for constant improvement, writes Zefr’s Cameron Cramer.
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OPINION: Data-Driven ThinkingBoost ROI And Cut Waste: Mastering Incrementality And Standardization
These are steps you can take to achieve incrementality, streamline your media strategy and drive exponential growth, writes Brian Chap of Tech Recipes.