Oz Etzioni

As the advertising industry races forward, core technology providers – particularly ad servers, dynamic creative platforms and attribution or measurement companies – play an increasingly critical role in powering the infrastructure that enables targeted, data-driven and performance-optimized campaigns at scale. But one outdated pricing model is becoming an obstacle to innovation, efficiency and effectiveness: CPM-based pricing.

Spanish airline Iberia has gone fully self-serve by adopting Flight Control, Clinch’s tool that allows advertisers to manage the entirety of their campaigns. Flight Control provides real-time data and improved ad personalization.

DCO has been around for a long time, but it’s still popular with marketers. And although upcoming signal loss may challenge all the ways advertisers can optimize their ads, creative remains a key lever that brands can pull to improve performance.

By Oz Etzioni, CEO of Clinch This article is sponsored by Clinch. What has the advertising industry been doing for the last 25 years if not constantly changing? And with every great evolution, there’s always more change ahead. Ever since ad tech became a driving force in the industry, almost all players have touted their […]

“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 Oz Etzioni, CEO at Clinch. 2021 is shaping up to be a breakthrough year for advertising technology. After several fallow years for ad tech companies and a necessary period of […]