AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: Data-Driven ThinkingNavigating New Brand Safety Complexities: A Digital Marketer’s Perspective
Media governance measures advertisers can put in place to navigate the complexity of brand safety and gain better control of the quality of their media spend.
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OPINION: The Sell SiderWho Has The Right To Define The Premium Internet?
Who gets to decide what is premium? Is it dangerous to outsource that decision to The Trade Desk (or any one DSP)? And how should publishers position themselves within the future of this so-called premium internet?
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OPINION: Data-Driven ThinkingUnlocking The Power Of AI In Contextual Targeting: A Guide For Agencies
Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.
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OPINION: On TV & VideoWith TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Frequency
The TV market’s vanishing impression problem is even more concerning than the numbers indicate. But maybe a little impression scarcity is a good thing.
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OPINION: Data-Driven ThinkingEmbracing Incrementality: Navigating Post-Privacy Measurement Challenges
Breaking down how incrementality complements multitouch attribution and media mix modeling, and how advances in AI and ML have evolved incrementality measurement beyond A/B testing.
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OPINION: Data-Driven ThinkingRAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results
RAG is a recently developed process to ingest, chunk, embed, store, retrieve and feed first-party data into AI models. Here’s how to use these tools to inject first-party data into your next AI-enabled campaign.
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OPINION: Data-Driven ThinkingPolitical Advertisers Promoted Polarization. Now We Need To Help Fix It
Audience targeting and online information campaigns have had some gnarly byproducts. Advertisers need to own our contributions to political polarization before it can get better.
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OPINION: Data-Driven ThinkingWe All Have A Role To Play In Ending MFA
Pivoting to a “premium internet” is like avoiding the parts of town that have been blighted by illicit activity. The only real solution to MFA is for the dollars to dry up.
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OPINION: The Sell SiderDon’t Be Distracted By Cookie Drama. Google’s Search Changes Are The Real Existential Threat
Even if the industry finds a way to replace the cookie, it won’t matter if publishers no longer have traffic to monetize.
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OPINION: Data-Driven ThinkingHow Mobile’s Focus On Performance Helps It Avoid The MFA Problem
Advertisers worried about MFA could take a cue from the mobile app ecosystem and focus on performance instead of viewability.
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OPINION: Data-Driven ThinkingA Pragmatic Approach To Banishing MFA From The Supply Chain
MFA sites simply don’t belong on ad exchanges. And the industry already has the tools it needs to eliminate MFA from the supply chain.
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OPINION: On TV & VideoFixing CTV Ad Repetition Means Understanding How Ad Tech Enables It
Multiple factors such as buy-side practices, the CTV industry structure and shortcomings in ad tech contribute to CTV’s ad frequency problem. Yet there are several ways to overcome these limitations.
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OPINION: Data-Driven ThinkingWhy SSPs And DSPs Are Breaking The Barrier Between Supply And Demand
There are other motivating factors for crossing the LUMAscape, besides increased efficiency and less ad fraud. These businesses are trying to position themselves to win in a transformative era that will make or break many ad tech companies.
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OPINION: Data-Driven ThinkingSeizing The Moment: Why Data-Driven Advertisers Must Embrace Transformation Now
There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.
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OPINION: Data-Driven ThinkingThird-Party Cookies Will See Their End, No Matter The Timeline
The delay is an acknowledgment by Google that efforts to prepare its cookie alternative will take longer than its proposed deadline allows, which shouldn’t be a huge surprise to those actively participating in testing.
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OPINION: The Sell SiderMFA Sites Aren’t Going Anywhere Until There Are Incentives To End Them
Why does MFA continue to thrive? MFA monetization benefits everyone in the ad tech ecosystem that collects a revenue share. That includes both SSPs and DSPs.
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OPINION: Data-Driven ThinkingThe Global Privacy Control Is Limiting. Here’s How The Industry Can Do Better
Global Privacy Controls should be less of an on/off switch, and more of a dimmer switch that reflects online privacy preferences across a continuum from restrictive to permissive.
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OPINION: Data-Driven ThinkingHow The ‘Privacy By Default’ Internet Will Reshape Ad Industry Priorities
Change is coming quickly in the digital advertising industry. With so much shifting, here’s what’s top of mind for Prebid members, based on feedback from a cross-section of the top companies in the industry.
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OPINION: Data-Driven Thinking3 Paths Through The Supply Maze: Insights For Mobile Demand Platforms
Rising levels of invalid traffic and MFA sites – together with the number of intermediaries taking their cut – are raising the cost of inventory. How can mobile demand platforms avoid waste and the costs associated?
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OPINION: Data-Driven ThinkingWill Clean Room Consolidation Actually Make Collaboration Easier?
Is consolidation among clean rooms actually going to make things any cleaner when it comes to collaboration, accessibility and pricing?
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OPINION: Data-Driven ThinkingThe Ad Industry Urgently Needs Consistent Privacy Standards
Advertising is now a regulated industry. And with enforcement coming at the state and federal level, data privacy standardization is an urgent issue.
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OPINION: Data-Driven ThinkingBlocking Domains Isn’t Enough To Stop MFA
URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.
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OPINION: Data-Driven ThinkingAdvertisers Take Note: State Laws Zero In On Protecting Kids' Digital Privacy Rights
New requirements with respect to the processing of children’s data are occurring at the U.S. state level and seemingly flying below the radar. Here’s how these changes could impact targeted advertising in the United States.
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OPINION: Data-Driven ThinkingSins Of The Cookie: How Third-Party Cookies Set The Industry Back
The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.
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OPINION: Data-Driven ThinkingStop Data Hoarding: Interoperability Is Key To A Strong Data Culture
If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?
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OPINION: The Sell SiderNews Media Has To Save Itself Rather Than Seek Charity From Advertisers
If advertisers feel like they need to go out of their way to support journalism, that is proof the programmatic open marketplace is broken. Yet we can’t place all the responsibility on the buy-side; media owners need to develop effective strategies to support themselves.
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OPINION: The Sell SiderAdvertising Could Gobble Up The Grocery Business
Continued low concentration of brand spend in the mid- and long-tail retailer segments could pose an existential threat to grocery businesses, negatively impacting local communities.
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OPINION: Data-Driven ThinkingShopping Has Transformed. It’s Time For The Marketing Funnel To Catch Up
If you’re using retail media or commerce marketing for the bottom of the funnel only, then you’re missing out on major opportunities.
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OPINION: The Sell SiderPublishers Can Boost Their Value On The Open Exchange – Without Cookies
Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.
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OPINION: Data-Driven ThinkingGoogle’s Privacy Sandbox Isn’t As Bad As Critics Claim
There’s a lot more good than bad in Google’s Privacy Sandbox. Here’s why some of the current criticisms around the cookie alternative don’t hold water.