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 Eli Portnoy, general manager at Thinknear. Mobile exchange inventory has gotten a bad rap. The age of programmatic and RTB had brought tremendous improvements and advantages to exchanges. Publishers can […]

“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 Andrew Casale, vice president of strategy at Casale Media Inc. One of programmatic’s key promises has always been that it would disrupt the ad networks’ lock on inventory supply in […]

“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, CEO at Rare Crowds. I had the great fortune to moderate a panel called “Programmatic Guaranteed” at AdExchanger’s recent Programmatic.io conference in San Francisco. The prep conversations 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 Phillips, CEO at Dstillery. We hear a lot about device match rates these days. Maybe too much. It started a few years ago, when the advertising industry decided it […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jim Spanfeller, CEO at Spanfeller Media Group. No news here, but we have devolved into a short-term focused economy. That is as true in digital as it is elsewhere. There are many examples of where […]

“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 Rossen, senior director of digital attribution at MarketShare. I am an audiophile. I enjoy music, especially the quality of music. As an audiophile, I have come to appreciate the […]

“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 Christopher Hansen, president at Netmining. The industry initially treated mobile like a silo in the rush to get ads onto devices. Marketers, eager to leverage these new devices, pushed agencies 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 Giles Goodwin, co-founder and president of product and technology at Flite. Display advertising had almost been written off when native advertising made its mark against a backdrop of controversy. While […]

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 Brooks Bell, founder and CEO of Brooks Bell Inc. Businesses capture mountains of data and increasingly use it to make smarter decisions. Customer data has become a valuable asset 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 Nishat Mehta, executive vice president of global partnerships at dunnhumby. Consumers further consolidated the number of retailers they invested in last year, shopping at fewer stores than in the past, […]

“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 Bob Buch, CEO at SocialWire. Off-network ads from Twitter and Facebook are poised to transform the display ad industry and disrupt many exchanges that have dominated the display market for […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bob Walczak, general manager of mobile and video at PubMatic. When it comes to publishers, premium is the operative word, a designation that, like VIP access to any major event, opens up a whole new […]

“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 Scharf, manager of display media operations and analytics at Adobe. The topic of viewability has infiltrated our lives. Viewability vendors flood the marketplace as marketers take steps to measure […]

“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 Ernie Cormier, CEO at Nexage. At first blush, there are two strategic imperatives in digital advertising that appear to conflict. First, marketers are catching up to the massive consumer shift […]

“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 Benjamin Masse, vice president and general manager, a2x, at Triton Digital. The advertising industry has changed dramatically in recent years. The digital age and vast array of audience-tracking data has […]

“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 Ted McConnell, a consultant at AudienceScience. Lately, trade pundits are predicting the disintermediation of agencies at the hands of digital. Indeed, like Jurassic Park, the ecosystem will produce outcomes no […]

“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 Manvydas, vice president of advertising strategy and solutions at Experian Marketing Services. The proliferation of connected electronics has spurred new interest in device-recognition technologies even though they have 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 Lauren Moores, vice president of analytics at Dstillery. We’ve all heard the hype about hyperlocal marketing. This kind of mobile targeting allows brands to reach consumers on mobile devices and […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Richard Jalichandra, CEO at iSocket. Programmatic media buying, from RTB to fixed-price reserved, is quickly becoming the way of the future. It’s clear why buyers are interested in programmatic —increased efficiency and lower costs — […]

“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. If you search Google for “transparency + ad tech,” you’ll get more than 20 million search results. Nearly every network, DSP and publisher claims […]

“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. Programmatic RTB has seen the lion’s share of venture capital funding and an enormous amount of innovation, yet RTB […]

“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 Sacha Xavier Reich, partner, media and innovation director for Neo@Ogilvy. It’s funny that they call it native advertising because it is anything but indigenous. Native advertising can be described as ads […]

“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. In a recent column, Criteo CEO Jean-Baptiste Rudelle opined about the virtues of cost-per-click (CPC). I think he was right about the challenges and how […]

“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 Evan Schwartz, CEO at ActionX. Brands are paying closer attention to the benefits of broadening their mobile-only campaigns to include multiple consumer devices. This shift in strategy reflects a growing […]

“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 Christopher Skinner, CEO at MakeBuzz. I’ve said before that IBM and other consultancies control the future of digital media because they can get better access to both client and media […]

 “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 Sebastien Blanc, general manager, US, at Struq. Considering the number of channels where marketers can spend their budgets, understanding and proving a return on ad spend (ROAS) is vital. If […]

“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 Jean-Baptiste Rudelle, CEO and co-founder at Criteo. Digital advertising moves quickly — sometimes too quickly. The market and technology has evolved significantly over the past five years to drive the […]

“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, general manager at Thinknear. Job listings always include requirements, such as a minimum level of experience, a degree in a related field, fluency in certain languages or residence […]

“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 Driscoll, CEO and founder of Metamarkets. Data is the fuel and the exhaust of programmatic advertising. It informs every transaction, and every transaction generates more of it. As impression […]

“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 Alan Pearlstein, CEO and co-founder of Cross Pixel Inc. A fundamental difference between offline and online data usage is associated marketing cost. Digital ads (banners) delivered to specific audiences across […]