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Articles By AdExchanger

  • OPINION: Data-Driven Thinking

    DMPs Could Become The Fall Guy For A Flawed Ad Tech Marketplace

    BY AdExchanger//

    “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 Thinking

    Should Publishers Choose Mobile Apps Or Mobile Web?

    BY AdExchanger//

    “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 Thinking

    Mobile Is The Beast

    BY AdExchanger//

    “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 Thinking

    Even Household Brands Need Accurate Data And Targeting

    BY AdExchanger//

    “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 Thinking

    Addressable TV Momentum: Harbinger For A T-Commerce Future

    BY AdExchanger//

    “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 Thinking

    We Punched the Monkey And It Punched Back

    BY AdExchanger//

    “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 Thinking

    Not Taking Programmatic In-House Is Short-sighted

    BY AdExchanger//

    “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 Thinking

    Will 2015 Will Be The Year Of Private Marketplaces?

    BY AdExchanger//

    “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 Thinking

    Marketing Must Get Human

    BY AdExchanger//

    “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 Thinking

    Don’t Overlook Audience Insight In Programmatic

    BY AdExchanger//

    “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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