Personalization – paired with effective measurement – has enabled marketers to see and understand results, ultimately driving them to spend more. Madan Sundararaju, vice president of the M&E sector at Capgemini Americas, writes on how traditional media platforms can adapt to these trends and increase their share of ad revenue.
The advertising industry is taking a few hits these days. Legislators are looking hard at treating ad platforms like utilities. Nefarious state actors have hacked our political discourse and even our understanding of facts. But this isn’t the first time the ad industry is facing choppy waters. The ad world is in desperate need of a new position: the Chief Morality Officer, writes Marilois Snowman, CEO and founder of Mediastruction.
Taking the “room” metaphor literally, the current clean room system is akin to a collection of stand-alone rooms existing outside the form and function of a house. That’s why the next level must look beyond clean rooms. It’s time to build a clean house using a method called distributed analytics, writes Marc Rossen, SVP investment and activation analytics at Omnicom Media Group.
You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results, writes Elise Stieferman, director of marketing and business strategy at Coegi.
The potential of data-driven marketing is entering a brave new world. But as complexity increases, marketers must look toward a solution that simplifies data-driven marketing: agile intelligence, writes Neej Gore, chief data officer of Zeta Global.
As brands build out their first-party data strategies and work to assemble post-cookie capabilities, many are “in-housing” to remain in control of their data. But to ensure success, they need to accomplish a few important tasks, writes Nancy Marzouk, CEO of MediaWallah.
We need to find a balance between privacy and sustaining an ad-supported digital media ecosystem, writes Anthony Katsur, CEO of the IAB Tech Lab. But no one will tolerate half measures going forward. To that end, IAB Tech Lab and its members are developing a portfolio of practical technical standards meant to help the ad industry adapt to evolving consumer expectations, regulations and related browser and OS changes.
The moment you entrust some or all of your digital advertising strategy to an agency is the moment you make yourself vulnerable to the pains of “red tape.” Simple tasks take too long, and you’re beholden to a third party’s business priorities in order to execute on your business objectives, says Rob Beeler, founder of Beeler.Tech.
Elon Musk has expressed that his goal for Twitter is to create a safe platform for free speech that supports a democratic civilization. However, what does that really mean for Twitter’s advertisers and users, and how do we get there? It comes down to two factors, writes Sarah Rose, the SVP of international digital advertising at IPG’s Kinesso.
Having one model for assigning credit to outside marketing partners and a separate model for earning credit within your organization is a no-win for marketers and their enterprises – you need a single attribution and measurement strategy. The key is to deploy a unified strategy that works both within your organization and across your mix of media partners, says Rudy Grahn, attribution and measurement global strategy lead at Prohaska Consulting.
