In the past week, Google became embroiled in a serious face-off against a firing squad of 50 state attorney generals related to the tech giant’s dominance over the digital advertising ecosystem. The funny thing is Google is the only one in the industry—including ad tech companies, advertisers and publishers—who doesn’t…
Read More
It is not a new technique, but technological advances such as Real-Time Bidding (RTB), Data Management Platforms (DMPs) and innovative look-a-like algorithms have transformed audience extension into an impressive revenue opportunity. Publishers are the gatekeepers to a wealth of data craved by advertisers, but there is no rule saying they…
Read More
“It’s verification all over again!” I smirked on overhearing this statement following an intense discussion on viewability at the Digital Brand Forum in New York City recently. For an ad tech reporter, the verification battles were boon times – there were plenty of digital inches available to sop up the endless…
Read More
The global advertising industry has evolved in recent years and the ad tech sector is undoubtedly one of the biggest catalysts driving change. Whether you highlight the increasing number of quantitative ad buying teams and the rise of performance media buying, or the growing legion of stat-focused experts tasked with discerning…
Read More
Interest-based remarketing has been available to the industry for years. Today, most marketers who’ve been using remarketing execute it wisely -- and with skill. As a single method, remarketing has practically become an industry standard.But, if you look closely, this approach appears to be a preferred performance marketing measure. At…
Read More
Most CFOs and CEOs don’t like surprises. Wall Street doesn’t either.If you’re an online publisher, what’s likely got you scrambling now is the IAB/4A’s/ANA timeline for viewable impressions: starting Q1, parallel reporting begins. Not only will publishers be expected to report served impressions the same way as the past decade—publishers…
Read More
The frustrations of the world of digital media operations are many, though assumptions about its preeminent position for highly qualitative and accountable messaging are rarely questioned. Yet if the digital world is so great with respect to accountable and qualitative measurement, why do we have so many issues compared to…
Read More
Do you hear that sound? If you listen closely, you can hear dry erasers swiping whiteboards in conference rooms all over the globe. In each one, a digital tech company’s CEO and CMO are trying to push their ‘unique’ proposition to the advertising landscape by condensing its title into a…
Read More
For digital media to work, advertisers need to reach and positively engage consumers. There are billions of Internet-connected devices connecting every corner of the world so reach certainly isn’t the issue.The challenge is this: how do we as an industry parlay that massive reach into positive impact? Without the current…
Read More
For the first 14 years of my career, my idea of a large company was 200, perhaps 300 people. My personal sense of scale took a whipping when I decided to go to work at the consumer division of Thomson Reuters, a company that employs 60,000 souls.I walked in with…
Read More