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»marcus pratt

Is It Time To Kill The Banner Ad?

"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, vice president of insights and technology at Mediasmith. Measured in digital years, the banner ad may be approaching old age. Is it time for retirement? Wired placed the... Continue reading »
by AdExchanger // September 29th, 2014 //
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Stop Comparing Madison Avenue To Wall Street

"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, vice president of insights and technology at Mediasmith. In the world of ad tech, analogies are easy to find. They help make complicated matters easier to understand, lighten... Continue reading »
by AdExchanger // May 22nd, 2014 //
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How Should I Evaluate Media Tech Companies?

"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, vice president of insights and technology at Mediasmith. Part of my job involves evaluating media technology companies. This is extremely fun but is sometimes frustrating. The vibrant marketing... Continue reading »
by AdExchanger // April 23rd, 2014 //
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Combating Impression Fraud Isn't Easy. Here’s What To Do Today

"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. Some estimate that a quarter or more of exchange media could be fraudulent. This has generated much discussion within the industry,... Continue reading »
by AdExchanger // January 31st, 2014 //
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Back To Basics: Ignoring The 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 Marcus Pratt, director of insights and technology at Mediasmith. Digital media provides massive amounts of data against which to plan, optimize and buy. Smart marketers have learned to turn this data... Continue reading »
by AdExchanger // November 20th, 2013 //
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Will Viewable Impressions Ever Become Online Advertising’s Currency?

"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. The industry has been talking about moving to viewable impressions for years. With more than half of display ads never in... Continue reading »
by AdExchanger // October 29th, 2013 //
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Do We Still Need Third-Party Ad Servers?

"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. The third-party ad server provides an enormous benefit to the digital media industry, while creating significant value in the ad-tech space... Continue reading »
by AdExchanger // September 24th, 2013 //
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3 Theories About Programmatic Buying

"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. The question of how to define programmatic buying is nothing new. It’s a term frequently discussed and written about within the... Continue reading »
by AdExchanger // August 23rd, 2013 //
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FBX Vs. The Ads API: Which Is Better For Targeting Facebook?

"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... Continue reading »
by AdExchanger // July 22nd, 2013 //
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