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AdExchanger Guest Columnist
Articles By AdExchanger Guest Columnist
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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.
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OPINION: Data-Driven ThinkingIf You Have A Multifaceted Privacy Strategy, Deprecation Deadlines Don’t Matter
With a multifaceted approach, companies can manage the risks while reaping the rewards of more consumer-conscious ad targeting strategies.
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OPINION: Data-Driven ThinkingThe Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising
It is time to evolve beyond the addiction to addressable targeting and deterministic attribution, driven not by fear and doubt but by a commitment to rediscover how the empirically proven fundamentals of marketing effectiveness can be applied to the digital media era.
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OPINION: Data-Driven ThinkingThe Future Of Probabilistic Attribution: What Will Apple Do Next?
Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden.
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OPINION: Data-Driven ThinkingMinor Tweaks Can Produce Major Environmental Wins For The Advertising Industry
In advertising, there are many small changes that can be transformative when it comes to improving environmental sustainability. And they don’t require massive shifts or huge investments – just a willingness to try something new.
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OPINION: Data-Driven ThinkingAs Oracle Terminates Its Ad Business, Here’s How Customers Can Adapt
The end of Oracle’s ad business is a major shift in the ad landscape. Here’s how to assess the impact on your business and begin to find a new path forward, according to Alliant’s Christopher Morse.
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OPINION: The Sell SiderMastering Floor Pricing: The Key To Optimizing Your Programmatic Ad Revenue
Setting price floors can unlock additional revenue. But only by setting the “right” floor for any given impression can you increase and not harm yield.
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OPINION: Data-Driven ThinkingThe Best Of Cannes 2024: Key Moments And Trends For The Year Ahead
The challenges facing digital advertising feel bigger than ever. But when you’re in Cannes, you can’t help but focus on the positives. Here are the six biggest ad industry trends and positive takeaways from this year’s show.
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OPINION: Data-Driven ThinkingMedia Buying Doesn’t Have To Be A Mixed Bag
Ad quality issues are widespread, even on legitimate websites. But today, advertisers have more control over what goes into programmatic’s mixed bag.
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OPINION: Data-Driven ThinkingThe Cannes Lions Roared As Usual, But The Ad Industry Needs More Than Talk
Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.
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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.