AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingDMPs Could Become The Fall Guy For A Flawed Ad Tech Marketplace
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Lee, executive vice president at Merkle. Challenged by an already short digital marketer attention span, the data-management platform (DMP) is already running the risk of going from today’s front-page […]
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OPINION: Data-Driven ThinkingShould Publishers Choose Mobile Apps Or Mobile Web?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Katz, CEO and co-founder at mParticle. Although media consumption has shifted to mobile and mobile apps, publisher dollars haven’t followed at the same pace, according to a recent comScore […]
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OPINION: Data-Driven ThinkingMobile Is The Beast
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, co-founder and chief revenue officer at Bionic Advertising Systems. Mobile is truly the biggest opportunity in advertising right now. Sorry, but nothing else even comes close. Not only […]
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OPINION: Data-Driven ThinkingEven Household Brands Need Accurate Data And Targeting
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eli Portnoy, president at Thinknear by Telenav. Much has been written about the things marketers should consider when rolling out a digital ad campaign. Some brands and products, such as […]
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OPINION: Data-Driven ThinkingAddressable TV Momentum: Harbinger For A T-Commerce Future
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Josh Herman, vice president of partner and product strategy at Acxiom. Addressable television has arrived, but where is it taking us? With a reach of more than 40 million households and […]
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OPINION: Data-Driven ThinkingWe Punched the Monkey And It Punched Back
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, co-founder and chief revenue officer at Bionic Advertising Systems. I recently tried to explain what I do for a living to my 14-year-old son. I found myself telling […]
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OPINION: Data-Driven ThinkingNot Taking Programmatic In-House Is Short-sighted
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Tom Triscari, CEO at Yieldr. When an advertiser’s CEO, CFO and CMO meet to discuss their programmatic marketing strategy and budget, they increasingly talk about whether to take an in-house approach. […]
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OPINION: Data-Driven ThinkingWill 2015 Will Be The Year Of Private Marketplaces?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Barry Lowenthal, president at The Media Kitchen. A couple of years ago we started exploring using private marketplaces. But we weren’t successful at getting wide adoption, within the agency or […]
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OPINION: Data-Driven ThinkingMarketing Must Get Human
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Matthew Keylock, senior vice president and global head of data at dunnhumby. Maybe a consumer in the pet category isn’t a person, but for most products, it is […]
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OPINION: Data-Driven ThinkingDon’t Overlook Audience Insight In Programmatic
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Bosco, CEO at ChoiceStream. Industry publications predict growing budgets dedicated to programmatic, which will consume larger percentages of brands’ total digital spending across various company sizes, verticals and countries. […]
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OPINION: Data-Driven ThinkingMarketers And Publishers Must See Eye To Eye On Yield Optimization
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Tom Manvydas, vice president of advertising strategy and solutions at Experian Marketing Services. To improve the performance of their digital advertising campaigns, marketers can use yield-optimization practices, which are common […]
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OPINION: Data-Driven ThinkingHow We’re Fixing Frustrating Deal ID
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Andrew Casale, vice president of strategy at Casale Media Inc. When I first wrote about deal ID more than two years ago, it was a simple idea with an uncertain […]
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OPINION: Data-Driven ThinkingConsumers Need The Inside Track On Privacy
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lisa Joy Rosner, chief marketing officer at Neustar. The behavioral advertising train has left the station. It’s speeding along with customers’ data as its freight. Not all customers, however, want to go […]
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OPINION: Data-Driven ThinkingMath For Marketers: Why Attribution Is Upside-Down
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kevin Geraghty, senior vice president of advanced analytics and decision sciences at 360i. There’s an old space race story that NASA spent $2 million to develop an anti-gravity pen, while […]
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OPINION: Data-Driven ThinkingWith Display In Decline, Marketers Are Searching Elsewhere
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Peter Davies, chief revenue officer at ROKT. Digital is constantly changing. The promises of programmatic Internet display advertising are not being fulfilled, according to my conversations with marketers around the world. As a […]
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OPINION: Data-Driven ThinkingIs Digital Marketing The Next Candidate For ‘Friction Disruption’?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jeff Lunsford, CEO at Tealium. “Who are you disrupting?” entrepreneurs are almost inevitably asked in conversations with press and venture capitalists. “Whose margins are you feeding off of? What industry […]
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OPINION: Data-Driven ThinkingDon’t Be Last In Programmatic
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lung Huang, vice president of digital advertising and global partnerships at dunnhumby. “Every company in the Valley has lowercase letters,” says Erlich Bachman from HBO’s “Silicon Valley.” “Why? Because it’s […]
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OPINION: Data-Driven ThinkingAd Tech And Fraud: Lessons From Email Spam
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Tony Casson, senior director of ad tech products at sovrn. The challenge of combatting online ad fraud has received intense publicity in recent months. The digital advertising industry, in conjunction […]
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OPINION: Data-Driven ThinkingWhat’s Meaningful Transparency for Consumers?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sara M. Watson, a technology critic and fellow at the Berkman Center for Internet and Society at Harvard University. I have owned a truck and am interested in buying another, […]
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Mobile Video Difficult To Crack, But Offers Huge Potential
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Steinberg, senior vice president of digital ad sales for The Weather Company. I think everyone would agree that two of the biggest growth areas of digital advertising are mobile and video. Content consumption on […]
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OPINION: Data-Driven ThinkingThe Quantified Self: Coming To A Data Stream Near You?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lauren Moores, vice president of analytics at Dstillery. Wearables are the latest consumer tech fad. But if you think about it, mobile phones were the first “wearable.” They became smarter […]
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OPINION: Data-Driven ThinkingWanted: An Ad Tech Rosetta Stone
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eli Portnoy, general manager at Thinknear. There is a remarkable lack of symmetry in a traditional ad tech and ad buyer relationship. The ad tech company’s technology is invisible to […]
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OPINION: Data-Driven ThinkingIs Your Ad Tech Like A Home-Cooked Meal Or Take-Out?
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kirk McDonald, president at PubMatic. To hear the business pages tell it, ad tech is a category very busy growing up: With high expectations for the industry’s major players, and […]
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OPINION: Data-Driven ThinkingThe Virtuous Cycle Of Programmatic Quality
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Frost Prioleau, CEO and co-founder of Simpli.fi. Many recent articles have portrayed programmatic advertising as being in the middle of a vicious cycle, where an onslaught of nonhuman traffic and unviewable […]
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OPINION: Data-Driven ThinkingHow A Twist To Automation Can Conquer Compliance
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Hagen Wenzek, founder of Freestyle Consulting. The question has been around for years. Why don’t we see an improvement in price performance of digital media trades even though we have more electronic […]
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OPINION: Data-Driven Thinking
Ignore The Silicon Valley Twilight Zone
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Tom Manvydas, vice president of advertising strategy and solutions at Experian Marketing Services. Marketers that successfully innovate in digital possess, without exception, established core competencies that deliver consistent results. These […]
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OPINION: Data-Driven ThinkingA TV Buyer’s Wish List For Video
Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Bill Day, CEO at Tremor Video. Until recently, TV has been a relatively easy means to a reach and frequency end, but that’s not enough anymore. I doubt any big […]
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OPINION: Data-Driven ThinkingBreak Your Impression Addiction
Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marcus Tewksbury, global vice president for product strategy at Experian Marketing Services. CMOs are still addicted to impressions. It doesn’t matter if they appear in banners, emails, 30-second spots, above the […]
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OPINION: The Sell SiderTransparency And Privacy: It’s Time To Clean Up Our Acts
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jim Spanfeller, CEO at Spanfeller Media Group. No news here, but we have devolved into a short-term focused economy. That is as true in digital as it is elsewhere. There are many examples of where […]
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OPINION: Data-Driven Thinking
Zoom Out: Go Beyond Hyper-Local
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lauren Moores, vice president of analytics at Dstillery. We’ve all heard the hype about hyperlocal marketing. This kind of mobile targeting allows brands to reach consumers on mobile devices and […]