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 Amihai Ulman, founder and chief operating officer at Mass Exchange. We can thank the long struggle between advertisers and agencies for the fee structure used throughout today’s online advertising industry. […]

“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 Marc Grabowski, CEO at Iris Mobile. Retailers need to build mobile phone applications. Users have shifted their digital time allocation to mobile devices, making an application the only way they […]

“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 Jim Caruso, vice president of product strategy at Varick Media Management. In digital media, change is constant, and in the past five years we’ve seen radical shifts in how ad […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ari Paparo, CEO at Beeswax. Why does waterfalling or “daisy chaining” exchanges produce additional yield for publishers? I received a lot of theories following my last dispatch, which examined this mysterious behavior of publishers trying […]

“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 Nii A. Ahene, chief operating officer at CPC Strategy. Two large and powerful players dominate today’s digital advertising world: Facebook, which owns social advertising and has emerged as a 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 Jay Baer, founder of Convince & Convert. Monetizing a revenue-starved app requires a delicate balance of creativity and business savvy. Companies need to sell ads to make money, but they […]

“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 Josh Speyer, CEO at AerServ. There are many pricing models in advertising, including cost per mille (CPM), cost per impression (CPI), cost per click (CPC) and cost per action (CPA), […]

Edmunds used to keep its car shopper and owner data close to its chest. But at the beginning of this year, Edmunds opened its audience segments to its most valued car advertisers. The company used to sell inventory based on context, but now it’s shifting to an audience model, said Edmunds CEO Avi Steinlauf. This […]

“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 Stocki, vice president of digital services at Experian Marketing Services. Within ad tech, it’s no secret that the demand for quality talent far exceeds the supply. What was once […]

“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 Dax Hamman, chief product officer of Chango. If you’re a digital marketer, you likely understand the basics of retargeting, at the very least. If you don’t, tell no one. Retargeting, […]

“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 Khalid Razzaq, vice president of product management at Pixalate. Programmatic advertising’s trust deficit is on the verge of becoming an inescapable conversation. As the chorus rises around issues of 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 Randy Cooke, vice president of programmatic TV at SpotXchange. Television advertising has always been a relationship sell, but sometime during the late ’90s, technologies designed to streamline operations and facilitate […]

“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 Vitaly Pecherskiy, co-founder and chief operating officer at StackAdapt. I see a massive disconnect between the buzz surrounding programmatic native and the reality. In the past few years, we’ve seen […]

“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, co-founder and CEO at TripleLift.  The idea that most consumers directly engage with digital advertising – even if it resonates with them – is a fiction built purely […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Grant Brown, co-founder and chief strategy officer at Rant. We’ve heard a lot about viewability lately, with the IAB, MRC, ANA and other industry leaders passing significant milestones last year to make viewability a reality. Viewability provides valuable […]

“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. The promise of one-to-one marketing has long been a goal of many advertisers. You could argue that site retargeting efforts achieve one-to-one in programmatic […]

“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 for The Weather Company. In 2001, the Sloan Management Review envisioned a bright future for “m-commerce” and a theoretical young consumer named Tommy. “His cell phone beeps: It’s […]

“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 Matt Keiser, founder and CEO at LiveIntent. In the heady days that preceded the first dot-com bust, we saw an inkling of the M&A fever that would define our modern […]

“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 Smutny, vice president of strategy at Sojern. As a marketer, my goal is to make ads as relevant as content so consumers say, “Wow. That was really helpful.” This […]

“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 Rachael Hadaway, vice president of client solutions at dunnhumbyUSA. Not long ago, the customer journey was straightforward and predictable. If we needed things, we’d leave our homes and head 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 Ian Hewetson, vice president of client services at Eyereturn Marketing. In the ongoing debate over traffic quality, there’s something few people are talking about: the supply-side choice to continue using […]

“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 Tim Mayer, chief marketing officer at Trueffect. At a conference years ago, I heard Paul Ryan, Overture’s former chief technology officer, debate the benefits of optimizing to the return on […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Brian Mikalis, senior vice president of monetization at Pandora. Publishers that want to retain their premium stature are executing programmatic deals through private exchanges or directly with advertisers as they jump in to figure […]

“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. Since the emergence of digital media, the relationship between brands and consumers has shifted from one-sided messages pushed from brands to 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 Steve Glanz, co-founder and CEO at Crosswise. The ability to recognize users across devices is a hot topic in the data-driven advertising ecosystem. Some expected that web-focused marketers, agencies and ad […]

“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 Hilmi Ozguc, founder and CEO at Swirl. Beacons, those small wireless devices used to trigger delivery of location-specific mobile content, have moved out of the lab and into the mainstream. […]

“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 Curt Larson, vice president of product at Sharethrough. In late 2013 Facebook kicked off the merger of native advertising and real-time bidding with the introduction of FBX and its exchange […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Nikhil Sethi, co-founder and CEO at Adaptly. The multitude and impossible size of the Internet has led the ad tech industry to focus on scale and efficiency by pushing standardization upon publishers. By enforcing […]

“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 Picard, vice president of strategic partnerships at MediaMath. Five years ago, if I told anyone in our industry that I wanted to buy or sell “premium” inventory, we’d all […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Lorne Brown, CEO at Operative. There’s a lot of talk that programmatic advertising brings more money and less overhead cost to an organization, leading to publishers rapidly expanding their programmatic channels. By 2016, eMarketer […]