AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & VideoTarget One Audience, Measure Another: The Definition Of TV-Buying Insanity
Aiming for one thing and being measured against another is absurd. But this is how the multibillion-dollar TV industry has operated for decades.
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OPINION: Data-Driven ThinkingHow Marketers Can Claim Their Spot At The AI Discussion Table
With the encroaching reality of AI, marketing professionals should be included in strategic planning, given the roles we play in shaping public image and maintaining a brand.
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OPINION: On TV & VideoLucrative Long Tail: Why CTV Advertisers Should Think Beyond Premium Channels
Excluding the long tail of CTV is a hangover from a linear age when audiences clustered around a small subset of wildly popular shows. The idea of “premium” is subjective in a climate packed with vast amounts of content catering to diverse and passionate audiences.
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OPINION: Data-Driven ThinkingCMOs: It’s Time To End The Age Of BS
Crisis is often fertile ground for change. And boy, the marketing world is in desperate need of change.
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OPINION: The Sell SiderThe Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024
While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Here are eight trends worth watching.
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OPINION: Data-Driven Thinking9 Measurement Questions Every Marketer Should Ask Retail Media Partners
Until universal standards are set and adopted by retailers, marketers need to ask some boring yet fundamental questions about the metrics currently in use if they want to assess and compare performance across retailers.
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OPINION: Data-Driven ThinkingHow Self-Supervised Learning In AI Can Reduce Reliance On User Data
Self-supervised learning is at the heart of generative AI, and it’s perfectly suited to address the signal loss we’re increasingly facing in digital advertising today.
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OPINION: The Sell SiderWith AI’s Help, Native Can Mean More Than Made For Advertising Links
Native advertising needs a redefinition, not just for the sake of advertisers and publishers but also for consumers. Here’s how recent advancements in AI can help native advertising meet its potential.
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OPINION: Data-Driven ThinkingWhat Scandi-Land Can Teach The US About Cookieless Targeting
Welcome to Scandi-Land, where the cookieless future has been our online media reality for the last five years. Here are three lessons for media planners, buyers, sellers and platforms who are going to have a tough time navigating the thicket of change.
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OPINION: Data-Driven ThinkingAs Antitrust Concerns Mount, Google’s Ad Business Is Nearing Its Ceiling
Google has had to rely on vectors other than an increase in search volume for growth. Without proper protective legislation in place, however, the result could be a dangerous one.
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OPINION: On TV & VideoCTV Isn’t Just The Evolution Of TV – It Brings Unique Advertising Potential
The shift in ad spend from linear TV to CTV isn’t correlated to audience time spent. It’s because CTV offers entirely new possibilities to advertisers.
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OPINION: Data-Driven ThinkingConscious AI Innovation: How To Protect Your Business And Your Customers
AI’s speed of innovation and deployment have raised concerns about risks and harm to people and businesses. Here are some tips for how to use it responsibly.
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OPINION: On TV & VideoBoost Your ROI With CTV And OTT Advertising: Five Proven Tactics
The streaming revolution isn’t only taking place on the big screen in the living room. There are opportunities to reach audiences on a multitude of devices, and the possibilities can be daunting.
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OPINION: The Sell SiderIs Chumbox Economics Feeding The Industry’s MFA Problem?
Publishers’ deals with Taboola and Outbrain might be helping divert more revenue to shady MFA sites than they generate for legit publishers.
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OPINION: Data-Driven ThinkingThe Attention Dichotomy: How To Distinguish Good Attention From Bad
Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.
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OPINION: Data-Driven ThinkingGoogle Search Partners Is Unsafe For Advertisers, But It Can Be Fixed
“What frustrates me most about this situation is how easily it can be remedied in a way that will benefit all parties,” writes Lou Paskalis about the Google Search Partner network brand safety debacle.
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OPINION: Data-Driven ThinkingSocial Commerce Is Trending, But Brands Have To Get Serious About Driving Purchases
Researchers at Insider Intelligence estimate social commerce will become a $100 billion market by 2025, up from $67 billion this year. The question is how to win in this fast-moving landscape.
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OPINION: Data-Driven ThinkingRegulation Isn’t Enough To Protect Personal Data
Lawmakers’ categorization of what is sensitive (and what is not) is a silver bullet. What might be noncritical to one person could be extremely sensitive to someone else.
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OPINION: Data-Driven ThinkingBeyond Words: Programmatic Advertisers Need More Than Just Large Language Models
While LLMs are demonstrating their usefulness for marketing, they are less well suited to solving challenges in performance advertising, which require learning from numerical data, not words.
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OPINION: Data-Driven ThinkingThirteen Years Of Ad Tech Progress In One AdExchanger Comic
The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.
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OPINION: Data-Driven ThinkingGovernor [INSERT] Signs A New Privacy Law In The State Of [INSERT]
In the absence of a federal privacy law, advertisers can expect a steady stream of state privacy law announcements. Just fill in the blanks.
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OPINION: On TV & VideoSetting Up Effective Incrementality Testing For TV and Radio Campaigns
TV and audio incrementality have traditionally been difficult to measure, but technological shifts have produced a strong playbook for testing incrementality across these mediums.
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OPINION: Data-Driven ThinkingTraffic Shaping Is Blocking The Road To The Cookieless Future
Traffic-shaping algorithms push almost all bids to cookied traffic. And the time to adapt to cookieless traffic is almost running out.
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OPINION: On TV & VideoCTV Isn’t Living Up To The Hype. Here's How Retail Media Can Transform It
Viewers might want to watch trashy shows from time to time, but they certainly don’t want to watch trashy ads. For the solution to what ails CTV, the industry could turn to another rapidly growing marketing favorite: retail media.
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OPINION: Data-Driven ThinkingAttention Metrics Work, But There’s A Long Road To Standardization
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
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OPINION: Data-Driven ThinkingData Privacy Discussions Need A Reality Check
it’s hard to believe anyone in ad tech truly expects consumers to signal how they would like each corporate entity to track them across every property on the web.
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OPINION: The Sell SiderPublishers, Don’t Settle For Below-Floor Pricing
Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
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OPINION: Data-Driven ThinkingStirring The Pot: How Advertisers Can Spice Up Accountability And Transparency With Media Agencies
By understanding the metrics that really matter to them, brands can ensure they’re getting the most out of their advertising investments and fostering genuine, transparent relationships with their agency partners.
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OPINION: Data-Driven ThinkingAn Overview Of Post-Cookie Collaboration Tools – And Their Shortcomings
There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.
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OPINION: Data-Driven ThinkingGA4 Has A Steep Learning Curve, But Its Pros Outweigh Its Cons
GA4 is a true ground-up rebuild, with the focus now on customer experience across both websites and apps. But although GA4 has a lot of potential, it also brings some challenges that marketers haven’t been shy about voicing.