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»The Sell Sider

Why Machine-Generated Emails Are Ad Tech’s Next Nightmare

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Keith Petri, CEO and founder of lockr.  If you don’t have the email address of the person you’re targeting, your digital ad isn’t working as hard as it should. Period. It’s no secret that… Continue reading »
by AdExchanger Guest Columnist // May 18th, 2022 //
»
Are Measurement Providers Getting Too Tangled Up in Transactions?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Mark Zagorski, CEO of DoubleVerify.  It’s been a brutal few years for brand advertisers. The relentless onslaught of global crises – from COVID to social unrest to the war in Ukraine – have challenged… Continue reading »
by AdExchanger Guest Columnist // May 10th, 2022 //
»
Content Rec Is Trying To Take Over The Open Web, But The Jury’s Still Out

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Alon Rosenthal, CEO and founder of WhizzCo.  Content recommendation is trying to move up. Market leaders Taboola and Outbrain, now public companies, are looking to expand beyond the content recommendation box to run display… Continue reading »
by AdExchanger Guest Columnist // May 4th, 2022 //
»
When It Comes To Header Bidding, Will Google Play Fair With FLEDGE?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Lukasz Wlodarczyk, VP of programmatic ecosystem growth and innovation at RTB House.  Google and Meta (formerly Facebook) have come under fire for a secret agreement known as Jedi Blue. Back in 2018, Google allegedly… Continue reading »
by AdExchanger Guest Columnist // April 27th, 2022 //
»
Erik Requidan, founder and CEO at Media Tradecraft
Publishers: Stop Waiting For Tech To Save You

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, founder and CEO at Media Tradecraft. There is a ton of fear and hysteria right now on both the buy side and the sell side, as the death of the third-party cookie… Continue reading »
by AdExchanger Guest Columnist // April 20th, 2022 //
»
If Publishers Want To Stay Competitive, They Need To Prepare For The Cookieless Future Today

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Todd Tran, chief strategy officer, Teads.  In preparation for the cookieless future, publishers have made strong improvements to their business models. Some are focusing on higher-quality content, while others are collecting first-party data from… Continue reading »
by AdExchanger Guest Columnist // April 13th, 2022 //
»
To Win In The New ID Economy, Publishers Must Offer One-to-One – And One-to-Some – Targeting

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions.  Advertisers are using this year to build out not one but many possible alternatives to the third-party cookie. Already we’re seeing a slow erosion of… Continue reading »
by AdExchanger Guest Columnist // April 6th, 2022 //
»
BDG Is Using Its Strength With Millennial And Gen Z Audiences To Get Into The Parenting Vertical

“The Sell Sider” is a column written by the sell side of the digital media community. News flash for those who need it: Millennials are well into their 30s, and the oldest members of Gen Z are approaching their mid-20s. That’s why BDG sees opportunity in the parenting vertical. BDG is a parent itself. The… Continue reading »
by Anthony Vargas // April 1st, 2022 //
»
Seller-Defined Audience Is Better Than Google Topics. Here’s Why

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Stephanie Layser, VP of data, identity and ad tech at News Corp.  Recently, Google introduced Topics API, a proposal for interest-based advertising. While Topics is a significant improvement from Google’s initial idea, FLoC, there… Continue reading »
by AdExchanger Guest Columnist // March 30th, 2022 //
»
In A Cookieless World, Brands Need To Diversify Identity

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Garrett McGrath, senior vice president of product, Magnite. With the deprecation of third-party cookies, there’s a scramble to find a replacement.  While various alternative identifiers have emerged that can effectively reach audiences and measure… Continue reading »
by AdExchanger Guest Columnist // March 25th, 2022 //
»
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