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»essence digital

Programmatic Audio Emerges – And Looks For Its Place In The Media Plan

Digital audio inventory is increasingly available for programmatic purchase. But while audio publishers see value in the audience-based buying and granular targeting that programmatic offers, they are wary of dumping their inventory into an open exchange. And advertisers aren’t really sure how programmatic audio fits into their paid media mix. Here’s the landscape: iHeartRadio inventory... Continue reading »
by Alison Weissbrot // April 11th, 2016 //
»
7 Deadly Sins Of Digital 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 Andrew Shebbeare, founding partner and global chief strategist at Essence. I love digital media. I particularly enjoy the geekery, the data, the possibilities. The only trouble is that when faced... Continue reading »
by AdExchanger // September 5th, 2013 //
»
Stop Wasting Money On Retargeting

"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 and global chief strategist at Essence. I’ve warned before that digital marketers spend too much time chasing conversions that were likely to happen on their... Continue reading »
by AdExchanger // July 26th, 2013 //
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Pardon the Interruption: Will Future Consumers Have Any Patience For 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 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... Continue reading »
by AdExchanger // June 11th, 2013 //
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The Cookie Is Crumbling: What’s Next?

“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 and Global Chief Strategist at Essence. Don’t worry; I’m not planning to reprise the old debate over whether data is good or evil here. I assume this... Continue reading »
by AdExchanger // May 15th, 2013 //
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MRC Blesses Google's Viewability Metric. Does That Matter To Agencies?

Google's offering in the ad viewability space has scored third-party accreditation from the Media Ratings Council. Google joins others who have wended through the MRC's approval process – the respective viewability products from comScore, Double Verify and RealVu have been approved – so Google does not stand alone. But given its expansive relationship with marketers,... Continue reading »
by David Kaplan // April 26th, 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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Easy Pickings? The Trouble With Low-Hanging Fruit

“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. Digital marketing is at risk of becoming a demand-harvesting machine. We’re getting so good at finding audiences that will obligingly convert that... Continue reading »
by AdExchanger // March 5th, 2013 //
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Viewability Is Not A Tax On The Ecosystem

“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. Ad viewability is technically and logistically bewildering. If you need proof, read Jeremy Stanley's excellent two-part overview of the space on... Continue reading »
by AdExchanger // February 4th, 2013 //
»
Essence Digital Buys Seattle's Point Reach, Adding Mobile Talent

Essence Digital has acquired Point Reach, a Seattle-based agency with 19 employees and significant mobile capabilities. The deal brings Essence's global headcount to 233, with the bulk of those staff concentrated in London, New York, and, most recently, San Francisco. The Bay Area presence materialized last September with the acquisition of SF-based Black Bag Advertising... Continue reading »
by Zach Rodgers // January 8th, 2013 //
»
 

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