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»mediasmith

Mediasmith Sells To Its Own Management Team

Independent media agency Mediasmith has a new owner – but clients might not notice. The San Francisco-based agency, launched in 1978 by David Smith and Karen McFee, has sold to four members of its management team. COO John Cate, SVP and media director Greg Pomaro, VP of insights and technology Marcus Pratt and finance director... Continue reading »
by Alison Weissbrot // September 12th, 2018 //
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The Trade Desk Rolls Out Connected TV Targeting And Attribution

Demand-side platform The Trade Desk wants a bigger slice of TV ad budgets. The company on Thursday rolled out a connected TV targeting and attribution tool designed to extend digital buying capabilities like retargeting and audience matching into the over-the-top environment. According to CEO Jeff Green, connected TV inventory available through The Trade Desk increased... Continue reading »
by Kelly Liyakasa // September 21st, 2017 //
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Two Indie Agencies Part Ways With The 4As

Aside from some fiery rhetoric in the immediate aftermath of the Association of National Advertisers’ (ANA) transparency report, the overall response of agencies to the trade group's findings has been fairly muted. But independent agencies Mediasmith and Empower MediaMarketing have taken a stand by ending their memberships with the American Association of Advertising Agencies (4As)... Continue reading »
by Alison Weissbrot // October 12th, 2016 //
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Mediasmith Approaches 'Native-At-Scale' In Campaign For Children's Hospital

Distributing the same sponsored posts across a network of sites isn’t a widespread practice – yet. While planning the media spend for Lucile Packard Children’s Hospital, ad agency Mediasmith turned to Distroscale, which allowed the team to leverage existing content to connect with readers about the hospital at scale. “Native advertising had a key role to... Continue reading »
by Sarah Sluis // October 15th, 2014 //
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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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