AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingDMPs Go Way Beyond Segmentation
“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, vice president of global data strategy and agency lead at Krux. Any AdExchanger reader probably knows more about data management technology than the average Joe, but many probably […]
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P&G To Put Money Back Into Advertising; Twitter Doesn't Get Much Political Ad Spend
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Lean Machine You can’t slash your way to growth. Procter & Gamble, which made huge cuts to its marketing budgets to improve profits this year, now plans to invest more in advertising, management said on the company’s Q1 earnings call. The plan is to […]
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OPINION: Data-Driven ThinkingThe Catch-22 Of Ad Fraud And Verification
“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 Monian, senior director of product management at Amobee. Gone are the days when an advertiser’s primary brand-safety concern was to guarantee that its campaign would be delivered in a […]
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Set-Top Box Wars; Facebook Focuses On Quality
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Cable Boxers The FCC’s effort to unlock the TV set-top box market got quick results. (Comcast almost immediately released a non-OTT service.) But the ANA is pushing back hard, reports Ana Radelat at Ad Age. For TV buyers, “A fair marketplace exists in which […]
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OPINION: On TV & VideoNewFronts: How Original OTT Content Advances Programmatic TV
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by James Shears, general manager of advanced TV at The Trade Desk. At this year’s Golden Globe Awards, actor Gael Garcia Bernal was at a loss for words. He’d just won best actor in a […]
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OPINION: Data-Driven ThinkingThe Expanding Definition Of PII
“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 Carla Holtze, CEO and co-founder of Parrable. What does personally identifiable really mean? For as long as I can remember, personally identifiable information (PII) basically meant email address, telephone number […]
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YouTube Gets The Most TV Budget; Location Is Ready For A Comeback
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Mountains And Molehills YouTube remains the only digital platform stealing significant TV budgets, but its budgets are still just an insignificant fraction of overall TV, Mike Shields writes for The Wall Street Journal. Advertisers are wary of digital video prices (YouTube CPMs run between […]
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OPINION: The Sell SiderPublishers: Weigh The Risks Of Platform Content Distribution
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Christian Baesler, president at Bauer Xcel Media. There are a few trends that matter a lot when publishers consider their content strategy for the future. First, nearly two-thirds of digital media time spent in […]
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OPINION: Data-Driven ThinkingArtificial Intelligence Helps Advertisers Be More Compassionate
“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 Alastair Boyle, global client partner and head of strategy at Essence. You might be surprised to hear these words in the same sentence, but compassion has been a core concept […]
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Google AMP Improves Page Loads, Not Ad Loads; FTC Reminder On Cross-Device Opt-Outs
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Working On It Publishers on Google AMP are pleased with faster page loads, but their ads are lagging behind. Google pre-loads cached content, storing it temporarily and serving the ads through DoubleClick. If Google started pre-caching ads the way it does for articles, it […]
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OPINION: Data-Driven ThinkingPersonalization Fuels The Convergence Of Marketing And Commerce
“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 Barbara Connors, director of brand media, 84.51°. There is no denying the profound impact that personalization is having on the media landscape. There is, however, another pivotal impact of the […]
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OPINION: On TV & VideoPreparing For A Robust Addressable TV Advertising Marketplace
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Rany Ng, director of product management for video advertising at DoubleClick by Google. Addressable advertising has been a topic of much discussion at this year’s NAB Show. The ability to show different ads to […]
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Ad Blocking Can Go Beyond Ads; Google Is Named In EU Antitrust Suit
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad-Block Ripples A report from Oriel, a publisher ad-block solutions firm, found ad blocking can impact a wider swath of the Internet than commonly suspected. The report says Ryanair and British Airways may lose customers because the terms and conditions box can be blocked, […]
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OPINION: Data-Driven ThinkingAs Adobe Embarks On Co-Op Data Project, It Must Create Value For All
“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 Gerard Keating, executive vice president of products at DataXu. Adobe has announced a new cross-device co-op data initiative that serves as an ambitious counter to Google and Facebook’s now infamous […]
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OPINION: The Sell SiderWill Google’s New Meta Ad Exchange Be Named ‘Monopoly’?
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Cummings, CEO at Curiosity Media. The industry is abuzz about Google’s recent announcement that it will integrate competing ad exchanges into DoubleClick for Publishers’ (DFP) dynamic allocation. A faster, more scalable alternative to […]
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New Potential Yahoo Buyers Emerge; Google Maps Brick And Mortar For Better Attribution
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. RMX Buys Yahoo? Former Yahoo execs Bill Wise and Ross Levinsohn have joined forces with two equity firms – Bain Capital and Vista Equity Partners – to submit a bid for Yahoo, Kara Swisher reports. Once upon a time, Wise came to Yahoo through […]
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OPINION: Data-Driven ThinkingScreen Sizes Don’t Matter. People Do.
“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 Raju Malhotra, senior vice president of of products at Conversant. Apple’s big news a few weeks ago was its small news. That is, the smaller screen size of its upcoming […]
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Real-Time Advertising Helps Candidates Capitalize On – And Survive – Election Unpredictability
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Evan Krauss, vice president of publisher development, Americas, at PubMatic. Over the past half-century, media has played an increasingly significant role in the country’s presidential elections. In the 1960 election between John F. Kennedy and Richard […]
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Verizon Leads The Pack Of Potential Yahoo Buyers; TV Reach Still Wins Over Digital
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sum Of Its Parts As of Monday, the deadline for would-be Yahoo acquirers, Verizon stands out from the pack of suitors, according to anonymous sources at The Wall Street Journal. Meanwhile Comcast and Alphabet have withdrawn. Yahoo may be uniquely valuable to Verizon, as […]
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OPINION: On TV & VideoAdvertisers Should Optimize For Impact As TV Goes Digital
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Matt Nitzberg, chief growth officer at ThinkVine. For the first time outside a recession, traditional television ad sales are expected to decline this year, according to the Interpublic Group’s Magna Global. In the US, […]
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OPINION: Data-Driven ThinkingA Focus On Reach And Frequency Could Bring TV Dollars Online
“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 Berry, CEO at TripleLift. The chasm between effective media buying strategies for TV and digital are often so large that one might be excused for forgetting both are simply […]
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Media Companies Lag On Digital R&D; Hearst Has Native Programmatic Plans
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Boots On The Ground “The sooner we as an industry admit that Facebook and Google and Apple and Snapchat are running the tables on media innovation — mobile and video innovation — the sooner we’ll do something about it,” writes Cory Bergman, who runs […]
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OPINION: The Sell SiderAre Ad Blockers A Signal Of User Choice?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Samantha Price, director of ad products at The Weather Company, an IBM Business. I was recently asked if a recovered impression honored the user’s choice not to see an ad. It’s an interesting question, […]
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OPINION: Data-Driven ThinkingHeader Bidding: Dangerous For The Evolution Of 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 Maor Sadra, managing director at AppLift. There’s been a lot of prattle about the potential of header bidding. Some have even called it waterfalling by a different name, and that […]
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NBCU Goes Beyond Nielsen With Data Guarantees; New York Is A Testing Ground For Addressable TV & Politics
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Currency Conversion NBCU is the latest TV network to offer “guarantees” based on data gathered outside traditional Nielsen ratings for the 2016-17 upfront market. The network will use its Audience Targeting Platform to layer advertisers’ first-party data with NBCU viewership data and third-party research […]
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OPINION: Data-Driven ThinkingJourney Mapping Fail
“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 Leah van Zelm, vice president at Merkle. Those in the people-based marketing business know that customer journey mapping “quick guides” abound. But beware: Their overly simplistic nature can lead marketers […]
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US Advertisers Appeal To FCC; CNBC Launching An Agency
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Please Mr. Regulator US advertisers are asking the FCC to ease up on the privacy gas pedal. Their key trade org, the ANA, wants more time to evaluate a rule from the agency requiring ISPs to get the OK from customers before sharing personal […]
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OPINION: Data-Driven ThinkingAre The Walls Getting Higher Or Just Better Lit?
“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 Martin Kihn, research vice president at Gartner. More than a century ago, two titans emerged from the wreckage of the railroad wars. The prickly Jay Gould ran the Union Pacific, […]
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Facebook Open To Chatbots; Another Agency Exec Goes To Ad Tech
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Bots Are Here At its F8 Conference on Tuesday, Facebook said it would let developers create chatbots for Messenger. The resurgence of bots, according to Mike Isaac of The New York Times, comes from consumer wariness downloading individual apps from different companies. But, […]
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OPINION: Data-Driven ThinkingAttribution Needs To Walk Before It Runs
“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 David Dowhan, president at TruSignal. Today, most trackable human behavior occurs online in a digital context. Much of this data may be the raw material used in an attribution model. […]