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»branding

Rachel Parkin headshot
How To Remake The Web As A Platform For Branding

“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. Advertising plays a vital role on the web. Ads fund publishers in creating great content for all consumers to freely access. In return,... Continue reading »
by AdExchanger // November 20th, 2020 //
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How Brands Can Join The Fight For Racial Equality Without Being Tone-Deaf

  Advertisers responded to COVID-19 with cookie-cutter platitudes, such as “In these uncertain times” and “We’re in this together.” Now, the same brands are grappling with how to respond to protests across the country in the wake of George Floyd’s murder by Minneapolis police department officials. The challenge goes beyond whether an advertisement is on... Continue reading »
by Alison Weissbrot // June 4th, 2020 //
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Is Brand Value Defined As Long-Term Or Short-Term Performance?

"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 Simone Chaffiotte, vice president and director, audience strategy at Carat USA. When companies arrange their marketing organizations by separating brand building and performance into distinct departments, teams often define their... Continue reading »
by AdExchanger // June 21st, 2019 //
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Intuit Plugs Into CTV, But Linear Television’s Still Got Game

Connected TV: Intuit is getting into it. But the financial software company is not giving up on television’s biggest tentpoles. “We’re doing the blocking and tackling of strong reach and awareness building, but we’re mixing it with more experiential and digital,” said Lauren Stafford Webb, Intuit’s VP of brand marketing. A balance between traditional and... Continue reading »
by Allison Schiff // February 14th, 2019 //
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As Pinterest Gets Its Advertising House In Order, Carousel Ads Are Up Next

Pinterest is growing its ad inventory with a new promoted carousel format, which moved out of beta on Thursday. Carousels, which allow advertisers to include up to five images within a single format, can appear within the Pinterest main feed as a related pin recommendation or through search. Users tap the cover image and then... Continue reading »
by Allison Schiff // November 1st, 2018 //
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Birchbox Takes A Break From TV In Favor Of Digital

TV or digital? Birchbox is still making up its mind. The two aren’t mutually exclusive, of course, but the online beauty retailer has decided to press pause on its TV advertising efforts while it tests out the effectiveness of a targeted social-first brand campaign. “We turned off TV in February to make sure that we... Continue reading »
by Allison Schiff // May 24th, 2016 //
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Casale Media: Branding Comes To Programmatic

One sign pointing to the maturation of programmatic ad buying tech is the growth of brand messaging. Whereas just last year, ads bought programmatically were 100% direct-response due to retargeting capabilities, the splits now are around 20/80, said Andrew Casale, VP of strategy at supply-side ad tech provider Casale Media. “We speculate that marketer offerings... Continue reading »
by Ryan Joe // May 21st, 2014 //
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Condé Nast Aims Chute Ads At 'Creative Fatigue'

A collaboration between Condé Nast and social images aggregator Chute has led the startup to create its first advertising product, designed to use consumers' photos as backgrounds for marketers' messages. Chute Ads will make their first appearance on Condé Nast Traveler's site next month with an as-yet-unidentified marketer. While neither Condé Nast executives nor Chute... Continue reading »
by David Kaplan // May 8th, 2013 //
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10 Tips For 'Real-Time Branding'

“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 Shebbeare, Founding Partner & Chief Strategist at Essence Digital. No doubt about it: Direct response marketers bankrolled the real-time bidding revolution, while brand dollars keep fuelling growth on the reservation side.... Continue reading »
by AdExchanger // April 4th, 2013 //
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Adding To The Brand Conversation

“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 Mukund Ramachandran, General Manager, Brand Advertising Solutions, DataXu. Over the summer, Bob Arnold of Kellogg started a column called Brand Aware on AdExchanger. Bob wrote something everyone in digital marketing can relate to:... Continue reading »
by AdExchanger // November 21st, 2012 //
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