Leading Operations Online


 

We’ve all heard that the definition of insanity is doing the same thing over and over but expecting different results. The online ad industry is vocal about the need for more brand advertising to move online as consumers tune out offline advertising on TV and in magazines. However, even with the emergence of accountable, brand-friendly ad formats – such as Cost Per View (CPV) video, and Cost Per Engagement (CPE) – little of the estimated 20% uptick in online advertising this year went to brand campaigns.


Most marketers continue to do what they have always done while expecting improved brand advertising results. And agencies and publishers are doing the same and expecting to take more brand dollars from TV. If the industry really wants to change the flow of brand ad dollars we must show that online brand advertising can change consumer behavior. To do this, we must...


The Mobile Marketing Association has issued the final version of its Mobile Application Privacy Policy Framework to assist mobile app developers and publishers in writing privacy policies and informing users about data collection and usage. Developed by the Privacy & Advocacy Committee (co-chaired by Alan Chapell, President of Chapell & Associates, and Fran Maier, President of TRUSTe), the framework is the first in a series of privacy guidelines that the MMA is cooking up.


The nine-page document is a handy template for kicking off the privacy policy authoring process. It contains suggested “consumer-friendly” language and methods for informing users how data is...


“Towards the Quantified Society” was the theme of O’Reilly’s online preview of its Strata conference in Santa Clara, Calif., in late February. The statement does make one tingle a bit – we’re headed in the direction of a data-centric world where everything can be measured, morphed into numbers and metrics, and then crunched through some algorithm or other to discern meaning. Every action is turned into bytes; our lives are broken down into the juiciest bits of information (and cross-referenced for optimal effect).


It’s not that we don’t see the progress already made toward the quantified society – Edd Dumbill, Strata Chair and O’Reilly Lead Architect of Conferences, commented that the mainstreaming of big data is in full effect, with NPR and major...


In addition to upgrading its publisher-side data management platform with some slick new tools (including social data integrations), Krux Digital announced today that it’s gone global, now providing services for European and Japanese media companies. We caught up with Director of Client Services Brian Buizer to discuss some of the platform’s new features and ruminate on pubs’ biggest big-data-related challenges.


What publisher woes is Krux aiming at easing with these platform updates?


Publishers are facing many challenges these days, losing control of audience assets chief among them. Other players in the market have become quite adept at data skimming and data-driven media buying and selling. This is happening on the buy side, from middlemen like networks and exchanges,...

January 23, 2012 Gautam Srivastava

 

I had the pleasure of sitting down with Richard Wheaton, UK Managing Director of Ogilvy’s digital arm Neo, to discuss the digital landscape as it lies currently and also get his take on what to look out for in 2012.


Richard is a stalwart of the industry – having started in digital running a web development agency in 1997, he moved to Carat in 1999 and set up their interactive division. After a few years client-side, Richard was approached to take the reins at Neo in 2006. Since then he has grown Neo UK from a mere five people in 2006 to 95, and developed it into one of the biggest digital agencies in UK.


Representing Cisco, Sony (Europe), Amex, IBM and a raft of other blue chip clients Richard describes Neo as a full service...

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