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»electronic arts

In-Housing Is Accelerating, But Brands Will Never Completely Quit Their Agencies

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global head of media at Electronic Arts.  Over the past year or so we’ve seen every indication that in-housing will have as much staying power as “The Year of Mobile” – which enjoyed its... Continue reading »
by AdExchanger // December 4th, 2018 //
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What’s New For 2018? Nothing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global director of media activation at Electronic Arts.  I realize I’m late to the game with the year-ahead predictions, but this year the annual ad tech soothsaying has hit a nerve. The slow... Continue reading »
by AdExchanger // January 29th, 2018 //
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Industry Preview: Insiders Highlight Four Issues That Create Distrust In Advertising

The advertising industry has been plagued by a lack of trust, with vendors, agencies and marketers looking at each other askance. Ad fraud, bad traffic and hidden fees have taken their toll, and while industry players have taken measures to reinstitute their good standing, their work isn’t nearly complete. During a panel Thursday at AdExchanger’s... Continue reading »
by Ryan Joe // January 19th, 2018 //
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The Complexity Ruse

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global director of media activation at Electronic Arts. I find it interesting to hear people complain about programmatic being too complicated. They say that they are essentially helpless to figure out how to... Continue reading »
by AdExchanger // October 30th, 2017 //
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Data For Data’s Sake

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global director of media activation at Electronic Arts. Belinda will present "EA's Programmatic Arts" at AdExchanger's upcoming PROGRAMMATIC I/O New York conference on October 25-26.    Having been in the biddable/programmatic space for more than 10... Continue reading »
by AdExchanger // August 28th, 2017 //
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A Call For Brands: Time To Get into The Weeds On Media

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global director of media activation at Electronic Arts. Belinda will present "EA's Programmatic Arts" at AdExchanger's upcoming PROGRAMMATIC I/O New York conference on October 25-26.    I’ve spent a lot of time talking to brands that... Continue reading »
by AdExchanger // July 24th, 2017 //
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Going In-House: The Talent Challenge

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Belinda J. Smith, global director of media activation at Electronic Arts. As anyone who is hiring media buyers knows, there is a talent shortage in the industry. Brands trying to build in-house teams are often faced... Continue reading »
by AdExchanger // June 27th, 2017 //
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How Electronic Arts Activates Its Videogame Data

The share price of Electronic Arts has nearly doubled in the past two years, as it reshapes around data and connectivity. The video game company’s focus on driving player engagement has led to major changes for EA’s advertising team. That team has media buying and attribution responsibilities brands typically delegate to agencies or vendors, and... Continue reading »
by James Hercher // May 31st, 2017 //
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The Trouble With App Install Ads

App install ads may be a lucrative product for Facebook, Google and other vendors, but they’re becoming too expensive for app developers, especially since scaling is still a problem for the units. “We found it difficult to acquire new users on mobile devices because it’s super expensive,” said Kenny Rosenblatt, founder and CEO of Arkadium... Continue reading »
by Judith Aquino // May 22nd, 2014 //
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