Opinion

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Eric Schmitt, senior director analyst at Gartner. Advertising today is filled with uncertainty. Some of the greatest unknowns revolve around consumers’ rapid adoption of streaming video, enabled by Netflix, YouTube, Hulu and Amazon. 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 Hugo Loriot, managing director at 55. A couple of months ago a friend of mine, who works for a large brand, asked me whether to add Google’s clean room, the […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Ken Archer, vice president of product at Survata. As a marketer, it’s often difficult to know how to respond to 5G hype and provide guidance internally so you’re not caught flat-footed. So many 5G predictions […]

When Japan-based SmartNews raised its most recent funding round – $28 million in August – the company’s valuation hit $1.1 billion. It’s an eye-popping appraisal for a news discovery app. There aren’t many ad-supported unicorns galloping around the digital news biz these days. SmartNews has raised just over $116 million since 2013. The app, founded in Tokyo […]

“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 Shiv Gupta, founder at U of Digital. Conventional wisdom nowadays advises marketers to run as far away from black-box ad tech companies as possible. If a sales rep tries 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 Chris Peterson, managing partner at R2C Group. At the heart of the direct-to-consumer (DTC) revolution is a fundamentally different relationship between brand and customer. That difference is driven by technology. Trillions […]

NBCUniversal’s Denise Colella will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 15 and 16. People watching a TV show shouldn’t see ads they don’t care about. Transforming the TV ad experience to incorporate more targeting is a key mission of Denise Colella, SVP of advanced advertising products and strategy at NBCUniversal. […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeff Turner, head of ad product for RED at The Washington Post. Every few years there’s something new in digital advertising that threatens publishers’ revenue and puts the digital publishing industry at risk. 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 Taejin In, vice president of product management at Dstillery. Within the field of machine learning, there are two approaches – supervised and unsupervised learning – that advertisers must familiarize themselves […]

        This article is sponsored by Comcast Technology Solutions. In the last few years, brands have wrestled with whether to prioritize broadcast or digital video channels in their advertising campaigns. The short answer? Emphasize both. A blended, multichannel strategy has been shown to increase ROI by as much as 35%, according 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 Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. Advertising agencies are often masters of creating and developing brands. To survive and keep striving, they […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Moore, head of business development at Publishers Clearing House Media. In the last year, Google, Apple and Mozilla have clamped down on third-party cookie tracking in their Chrome, Safari and Firefox browsers, adding […]

“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 Bram Woolcott, product manager at TripleLift. Supply path optimization (SPO) is about finding the most efficient path to inventory, but there is no consensus about what efficiency actually is. Demand-side platforms […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Sam Armando, executive vice president, director, National Video Marketplace Intelligence, at Publicis Media. With so many other, cheaper options, it is time to get rid of basic cable, right? Research shows that the national […]

This post is sponsored by Xandr. As the fragmentation of media viewing habits continues unabated, technology platforms must help evolve buying practices to reach interested consumers however they access content. In order to ensure buyers’ unique objectives are met across screens, customization and flexibility are paramount. This summer, AT&T’s Xandr unit introduced Xandr Invest, a […]

Advertising on news content has become a third rail that many brands won’t touch. Hundreds of brands block words like “Trump,” and others use broad keyword blocks that catch innocent articles in the crossfire. Joy Robins dove into this skittish advertiser environment in March, when she started at The Washington Post as chief revenue officer. […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is by Erik Matlick, CEO and founder at Bombora. Fears about privacy are reaching a fever pitch, as governments, web browsers and media outlets push an idea of deceitful data-gathering practices and possible worst-case scenarios. The problem with the current privacy discourse […]

“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 Schenkel, senior vice president of global commercial development at GumGum. There’s nothing like an existential threat to make allies – or frenemies, at least – out of rivals. The DigiTrust/IAB group, […]

“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 Mitchell Reichgut, founder and CEO at Jun Group. Fraudulent ads have long plagued digital advertising, and the industry is finally making serious headway against them. About $5.8 billion in fraud-related losses is […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Various complaints argue that RTB is incompatible with the EU’s General Data Protection Regulation and other privacy regulations emerging around the world. Regardless of 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 Manny Puentes, founder and CEO at Rebel AI. According to the IAB’s Outlook for Data Report, marketers plan to spend more money on data than ever. But just as investment […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by James McLoughlin, director of data science at Inscape. Smart TV viewing data can measure the viewing habits of a target audience, but not everyone who integrates it into a targeted marketing campaign realizes 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 Greg Anderson, managing director at Xaxis.  The constant growth in the numbers of devices and media outlets has rapidly changed the ways in which consumers can access content. That has […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is by Patrick O’Leary, founder and CEO at boostr. Much has changed in selling media and advertising. The original relationship-focused DNA of the typical ad seller is no longer sufficient to thrive. Programmatic has flipped the equation, requiring strong analytical and numerical skills. […]

“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 Carl Spaulding, executive vice president of strategy at NCSolutions. Advertisers need a refresher course on the difference between attribution and causation – and why proving the latter is so much […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Lindsey Harju, co-founder at Blinc Digital Group. Time-sensitive marketing triggers are nothing new. Ever moved and received a mailbox full of offers? In the last few months, my business partner and I have sold […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. As we all know, “cookies are crumbling” – third-party cookies specifically. But the crumbling goes far beyond cookies and into other ways of tracking users, including fingerprinting, link decoration, localStorage and other […]

“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 Rob Hyams, chief creative officer and partner at McMillan. B2B marketers’ worlds are filled with complexity – in the competitive landscape, products, pricing, channels, customers and their organizations, not to mention […]

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Bender, partner, global head of publisher strategy and business development at Prohaska Consulting. As we hyper-target, we can’t forget to hyper-message. While programmatic has revolutionized the way media is transacted over the past decade, […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Keith Abbey, vice president of publisher growth at Sovrn. With less than six months to California Consumer Privacy Act (CCPA) enforcement, the law is still nebulous and far from its final shape. But that […]