Opinion

“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 Yannick Koger, principal consultant at Infinitive. Right about now, many digital marketing pros wish their campaigns and programs were guaranteed to produce as much magic and happiness as that big […]

“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 Jason Morse, vice president of mobile products at Criteo. Consumers spend an enormous amount of time on mobile, particularly with chat and messenger apps, such as Line, WhatsApp and Facebook […]

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Matt Brummett, chief operating officer at Answer Media. The word “premium” is bandied about all of the time in digital programmatic circles. Like much of the jargon that populates ad tech, it has been […]

“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 Patrick Tripp, senior product marketing manager at Adobe. It’s easy to see why marketers would be enthusiastic about the ways data can be used to enrich the customer experience for […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by James Curran, CEO and co-founder at STAQ. Many publishers work with a wide variety of RTB partners to get as many different demand sources to bid against their inventory as possible. The “waterfall” that many […]

“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 Mike Peralta, CEO at AudienceScience. While many like to believe that advertising is a mystical combination of art and science mastered by a few qualified geniuses, the truth is that […]

Certain CBS TV properties like Entertainment Tonight (ET) do double duty as digital publishers. ETonline for instance had 93 million video views in November – more than a 400% increase from 2014 – and 26 million monthly unique visitors. It’s now fourth for market share in the entertainment news category, according to comScore. JD Crowley, […]

“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 strategic accounts at Krux. 2015 was a fantastic year for many data-driven marketers, with data management platforms (DMPs), consultancies and marketers getting something nice under […]

The Atlantic is in a good spot right now. The publisher had record traffic from September through November and it closed out the month with 31.5 million uniques and 75 million page views, according to its Adobe Analytics data. The growth spurt came from a few key changes. A redesign in the spring made mobile […]

“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 Jay Friedman, COO at Goodway Group. Long ago there were only small specialty stores. Now we have Walmart, where we can buy tires, a pair of shorts, fertilizer and steaks for […]

“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 Riordan, director of special operations at TubeMogul. For decades, there’s a question that has punctuated marketers’ nightmares: “Did our advertising work?” The advent of digital advertising was supposed to […]

“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. For more than a decade, the cookie was a more or less universal way to track users across the Internet. Faced with today’s multidevice world, […]

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Sorosh Tavakoli, senior vice president of ad tech at Ooyala. Following Steve Jobs’ open letter to Adobe in 2010 explaining why Apple doesn’t allow Flash on Apple products, we heard predictions about the player’s […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Aryeh Lebeau, executive vice president of client operations at Remedy Health Media. A year ago, a track off of Taylor Swift’s “1989” album topped the Canadian music charts. That shouldn’t surprise anyone, but what made […]

“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 Lior Eldan, co-founder and chief operating officer at Moburst. Everyone in marketing, especially mobile marketing, knows attention is scarce. With attention spans getting shorter, the challenge of boosting retention and […]

“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 Casey Saran, senior vice president of publisher products at Yieldmo. Since its inception in 2009, real-time bidding (RTB) has been a total game changer, accounting for approximately 50% of digital […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Scott Gatz, CEO and founder at Q.Digital. In just the last few years we’ve seen amazing progress on lesbian, gay, bisexual, transgender and queer (LGBTQ) rights and more acceptance for the LGBTQ community in society […]

“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 Dwight Ringdahl, senior vice president of technology at RhythmOne.   The digital advertising industry is trying to clean up its act, waging a war against fraud on multiple fronts. Efforts […]

“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 Matt Naeger, executive vice president of strategy and analytics for Merkle’s Digital Agency Group. Yes, I am saying that it is what they deliver that matters, and that delivering it – […]

“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. Back in 2004, I got into a discussion with a client about the meaning of click-through rate (CTR) as a digital display metric. […]

“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 Bryan Gernert, CEO at Resonate. Over the past decade, digital marketers have relied on quantity-based measurement as a proxy for campaign performance. The volume of impressions, clicks and likes signifies […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Hlavacek, vice president for programmatic at The Weather Company. Talk to some premium digital publishers these days and you will likely get a heavy dose of fear and loathing. You’ll hear how the business […]

In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]

“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 Mike Lempner, a customer intelligence practice executive at Infinitive. Maybe it’s a sign of the maturation of digital marketing or just the reality setting in, but there is emerging buzz […]

AskMen is firmly in the pro-platform camp among publishers. The men’s website, born during the dot-com boom, now looks to platforms, not SEO, as a way to gain audience and increase recognition. The king of those platforms is Facebook, where video posts earn the publisher millions of views. AskMen, which is owned by Ziff Davis, […]

“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 Assaf Suprasky, CEO at myThings. As it becomes ever more challenging to find, retain and monetize users, app developers are fighting an uphill battle. The statistics make for grim reading: […]

“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 Paul Cimino, former CEO at Brilig and Snickelways. I don’t fully understand Snapchat as a user, but as an Internet entrepreneur I know powerful new media when I see it. […]

“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 strategic accounts at Krux. Marketers comparing data management platforms have probably asked a vendor about match rates. Unfortunately, many don’t understand what they are asking […]

“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 Shashi Upadhyay, CEO at Lattice Engines. For the past 15 years I’ve worked with marketers from Fortune 500 companies who are trying to get their hands around the increasing amount […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Laura Buchman, vice president of publisher platform sales at Tremor Video. Premium publishers know that buying impressions through direct buys works, in spite of limited targeting options. An audience that fits a basic demographic […]