Mario Diez

A collaboration between InterMedia Advertising, Peer39 and Pontiac Intelligence provided show-level cost-per-acquisition data for 94% of CTV ad impressions.

Brands don’t feel secure enough to lock in huge CTV deals outside of live sports. So what happens to all of that nonsports content spread out across streaming channels?

Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.

Throughout the CTV market, there is an ongoing push for higher levels of transparency and control – and for good reason. Advertisers need deeper insights into the audiences and types of content surrounding their ads if they want to drive maximal interest.

URLs and domains – even those of big-name publisher brands – cannot be trusted in isolation. Buyers need to look at page-level data, too.

2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. But the long-term trend might see SPO become the default for programmatic advertisers.

Brands need to start preparing for a contentious election season, crafting strategies for how they’ll deal with hot-button issues.

Google’s decision to kick the can on cookie deprecation even further down the road to 2024 did not come as a shock to many in the digital advertising industry. The longer runway will give advertisers and publishers more time to test post-third-party-cookie solutions. But despite the temptation to procrastinate, publishers and tech vendors told AdExchanger they don’t anticipate straying too far from the road maps they’d already established to meet the previous 2023 deadline.

“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 Mario Diez, CEO, Peer39.    It felt like maybe the ad industry could get through summer without any big waves, but Google’s latest adjustment to its cookie deprecation timeline has our […]

Contextual targeting vendor Peer39 is capitalizing on the craze for all things cookieless with the rollout of a contextual data marketplace that aggregates data from atypical sources to apply against programmatic buys. The marketplace, which came out of beta on Tuesday after more than a year, includes cookie-free data sets from suppliers such as Hotspex […]

“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 Mario Diez, CEO at Peer39. Our country is currently gripped by two nation-altering storylines, the likes and scale of which our modern news media has never seen. COVID-19 is so all-encompassing that […]

“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 Mario Diez, CEO at Peer39. Programmatic spending has slouched as a result of the COVID-19 crisis, and with more than half of global brands planning to freeze ad spend for the 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 written by Mario Diez, CEO at Peer39. Behavioral is the dominant method for targeting online advertising, to the point where it’s become nearly synonymous with the concepts of both “targeting” and programmatic advertising […]

Earlier this month, Gannett, the nation’s largest newspaper chain, hosted a “digital upfront” designed to showcase the McLean, Va. media company’s value across the web and mobile. After years of struggle, Gannett has recently begun to see strength in its traditional TV ad sales and newspaper circulation revenues, which gained 46 percent and 24 percent, […]

Last week, newspaper-publisher-backed ad optimizer quadrantONE unveiled three new audience targeting tools in partnership with data management marketing specialist Acxiom. We spoke with Mario Diez, the CEO of quadrantONE, which is a joint venture among The New York Times Co., Tribune Company, Hearst and Gannett, about the new tools and why it pulled in Acxiom […]