AdExchanger Guest Columnist
Articles By AdExchanger
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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.
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OPINION: Data-Driven ThinkingPrivacy Sandbox Scrutiny Needs To Dig Deeper To Find Its Real Flaws
Out of the 15 features bundled in the Privacy Sandbox, 12 have the potential to stifle ad tech innovation and disrupt advertising use cases. Let’s take a closer look at two of these features: Fenced Frames and IP Protection.
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OPINION: The Sell SiderPrivacy Sandbox’s Latency Issues Will Cost Publishers
Privacy Sandbox’s Protected Audiences API causes increased latency, decreasing viewability and yield. Given these issues, publishers simply cannot afford to test PAAPI at scale.
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OPINION: On TV & VideoWalmart’s Vizio Deal Isn’t About TV – It’s About Data
Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.
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OPINION: Data-Driven ThinkingPrepare For the Worst, But Don’t Expect Cookie Deprecation To Stick
When Google finally stopped supporting third-party cookies for 1% of Chrome users, the ad industry reacted as if the sky was falling. But it’s unlikely that Google’s cookie deprecation plans will ever be fully fulfilled.
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OPINION: Data-Driven ThinkingIt’s MFA Freedom Day! Celebrate By Fixing Your Supply Chain
Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.
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OPINION: Data-Driven ThinkingHere’s What Can Go Wrong If Your AI Risk Management Isn’t Up To The Task
There are a number of landmines in the world of generative AI. Here’s what to watch out for and how to avoid them.
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OPINION: Data-Driven ThinkingSix Critical Business Challenges The Privacy Sandbox Must Address
As bold and ambitious as Privacy Sandbox is, it’s rolling out with a lot of confusion and ambiguity. And there’s plenty about the new paradigm that we don’t currently understand.
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OPINION: Data-Driven ThinkingRebounding After A Toxic Relationship With Cookies
Some marketers failed to heed the warning signs that their relationship with third-party cookies was coming to an end. But the time to move on is now. Fortunately, there are plenty of other addressability solutions in the sea.
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OPINION: Data-Driven ThinkingAI, Antitrust Or Advertisers: What Will Bring Google Down?
The question isn’t whether Google will fall, but whether its time is near. And, if so, what will finally bring it down?
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OPINION: Data-Driven ThinkingThe Magic Cookie, Longtime Enabler Of Ad Tech, Dies At 30
The anonymous alphanumeric string made and lost fortunes in its short but eventful life. It was best-known for something it wasn’t actually designed to do: targeting ads.
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OPINION: Data-Driven ThinkingWhat Do We Say To Emily? The Human Cost Of Advertising Data Abuse
“Standard advertising services” shouldn’t include recording intimate patient-doctor conversations to help drug companies guide doctors on how to push opioids.
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OPINION: On TV & VideoDon’t Make These 4 Common Influencer Marketing Mistakes
Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.
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OPINION: Data-Driven ThinkingGoogle And Apple Are Interested In Profits, Not Privacy
Are the big players building a more privacy-friendly advertising ecosystem in the right way? Or are they just cementing their control?
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OPINION: Data-Driven Thinking5 Tips For Drafting An Ethical Generative AI Policy
How can we establish guardrails for the use of generative AI while supporting creative exploration? As banal as it sounds, the answer is to create a comprehensive gen AI policy.
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OPINION: Data-Driven ThinkingWith Privacy Top Of Mind, The Future Of Targeting Could Be In Mobile’s Hands
The push for more privacy-compliant ad targeting, combined with recent advancements in the use of on-device signals like location and biometric data, could mean the industry is finally primed to unlock mobile’s true value.
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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.