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 Conor McGovern, managing director at Accenture Interactive. Fueled by the proliferation of mobile devices, consumers expect brands to deliver relevant experiences and fulfill their needs at every touch point. […]

“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 Marcus Pratt, director of insights and technology at Mediasmith. Since Facebook created its exchange, FBX, by opening up inventory to DSPs and other biddable display buyers, the industry 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 Prince, senior vice president of media and new ventures for Neustar Inc. The marketing industry has a long history of embracing emerging trends, then dismissing them as passing […]

“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 Ed Carey, VP of sales at The Rubicon Project. As advertising technology moves from agencies’ back offices to the front — and from auctions to deals — digital publishers are […]

“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 Amit Avner, founder and CEO at Taykey. With all the buzz about self-serve ad platforms, it might seem as if everyone is using them. But, as the saying goes, […]

“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 Walsh, SVP of media at Integrate. In the 2010 film “The Social Network,” Facebook co-founder Eduardo Saverin asks Sean Parker to settle an argument between him and Mark […]

“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 Veerle De Lombaerde, global product director at The Exchange Lab. Consider the following scenario: You spent months educating your client about the value of programmatic buying. Based on your […]

 “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, partner, media and innovation director for for Neo@Ogilvy, and Paul Chenier, vice president of national sales at AskMen.com. Are you frustrated by the number of emails and calls […]

“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 Nancy Marzouk, CEO and founder of MediaWallah. With all of the buzz about programmatic reserve — also called programmatic direct or programmatic premium — it would be easy to […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Steinberg, senior vice president of digital ad sales for The Weather Company. You know a big storm is brewing, but you’re not quite sure from which direction it will come or how it will […]

“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 Mark Zomick, managing partner of data integration at MEC North America. As the media landscape becomes more fragmented, sophisticated and ROI-driven, the need for clean, complete and accurate data […]

“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. In spite of plenty of criticism by the IAB and others in the industry, Mozilla is moving forward with its plan to block third-party […]

“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 Khurrum Malik, CMO of eXelate. Water, water, every where, And all the boards did shrink; Water, water, every where, Nor any drop to drink. — excerpt from “The Rime […]

“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 Mark Torrance, Chief Technology Officer of Rocket Fuel Inc. In May 2010, the Dow plunged more than 900 points when algorithms began a high-speed selling spree — based on […]

“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 Gilbreath, co-founder and president of Ahalogy, former brand manager at Procter & Gamble and chief strategy officer of Possible Worldwide. In January 2012, Gartner declared that, within the next five years, CMOs […]

“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, Chief Revenue Officer at NextMark. The ideal advertising yield curve for digital display is basically a classic marketplace-yield curve. It starts at the top left, with premium inventory capturing […]

“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, chief operating officer of Nanigans. Customer acquisition and customer retention have historically lived in separate silos within marketing organizations. Those days are ending: CEOs and CMOs are beginning […]

“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 Bill Duggan, group executive vice president at the ANA (Association of National Advertisers). In marketing procurement, industry stakeholders have been repeating many of the same conversations for years. 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 Patrick Jones, head of Facebook partnership at Datalogix. Earlier this year I had a meeting with a major brand’s head of digital to explain that it was now possible […]

“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 Serge Del Grosso, Media Director of SapientNitro. Digital-media planners are facing increasing pressure, and not just from their usual heavy workloads. There’s also all the pressure from the 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 Anthony Katsur, CEO of Maxifier. Want to target your online ad to men living in Wisconsin who like to read about politics, are researching a vacation in Hawaii, have […]

“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 Adam Heimlich, a digital consultant currently under contract with Accordant Media. If you own an ad-tech company, you probably envision the service layer of your offering as a very […]

“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 Mitch Weinstein, Senior Vice President of Ad Operations at UM. In light of Mozilla’s announcement that it will block third-party cookies on an upcoming version of Firefox, the buzz […]

“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 Andrew Casale, VP of Strategy at Casale Media. Plenty of ad exchange buying patterns just make sense. There’s increased demand over the holidays, for instance, when more consumers are shopping, and retail […]

“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 Tuleya, Vice President of eDR at Underscore Marketing. Just a few years ago, digital agencies had to spend a significant part of their day convincing traditional-minded clients that […]

“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 of Spanfeller Media Group, a new-age media company. As the news about the U.S. government’s Prism program attracts full-blown global attention, raising questions about our privacy and our safety, I think 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 Sid Shah, Director of Business Analytics for Advertising Solutions at Adobe. As a technical, data-savvy CMO, you want to make all key strategic decisions based on data and predictive […]

“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 Mugnier, Senior Vice President at M&C Saatchi Mobile. Watching a BBC documentary recently, I learned one of my new favorite statistics: At any one time, approximately one million […]

“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 Shebbeare, Founding Partner & Global Chief Strategist at Essence. Only a few years ago, I grazed on hundreds of different destination sites. These days, there are only three […]

“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 Joshua Koran, Senior Vice President of Product Management at Turn. The industry has settled on a hot new buzz phrase: programmatic direct. This certainly describes what the industry is […]