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AdExchanger
Articles By Staff
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OPINION: Data-Driven ThinkingAdvertisers Need To Take Control Of Brand Safety
“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 Kevin Arrix, chief revenue officer at Verve. While the online brand-safety problem is the new normal – at least for now – it is up to brands to take the lead […]
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OPINION: Data-Driven ThinkingThe Future Of Marketing Data: Accuracy Trumps Everything
“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 Auren Hoffman, CEO at SafeGraph. People say “data is the new oil.” But unlike oil, the quality of data is extremely difficult to measure. In my experience, most marketing data […]
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OPINION: Data-Driven ThinkingWhitelisting Ads Vs. Scorched Earth: What's The Best Approach?
“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 Craig Spiezle, CEO and executive director at the Online Trust Alliance. By some accounts, there are more than 200 variants of ad-blocking solutions, many of which utilize whitelisting that allows […]
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AudienceScience Shuts Its Doors Less Than A Month After P&G Client Loss
By Allison Schiff and Zach Rodgers Less than a month after Procter & Gamble pulled its business from the platform, AudienceScience has ceased operations and gone into receivership. CEO Bill Gossman confirmed to AdExchanger on Thursday that AudienceScience has suspended worldwide operations. The news was first reported by Business Insider. Gossman declined to comment further on […]
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OPINION: Data-Driven ThinkingPeople-Based Marketing Gets Complicated Quickly In The B2B World
“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 Brian Jones, global head of performance advertising and biddable media at DWA Media. B2B advertisers always want to know where they should invest their marketing dollars. For a long time, […]
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Google Wants To Measure The Entire Path To Purchase
By Ryan Joe and Tilde Herrera If you’re looking for one takeaway from all of the announcements Google is flinging around at its Marketing Next event on Tuesday, it’s that the internet giant really wants to account for marketing spend in as many channels as possible. Google is powering up its attribution product, connecting local […]
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OPINION: Data-Driven ThinkingWe All Need To Join The IAB Tech Lab In The Fight Against Fake Ads
“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 Pete Spande, chief revenue officer at Business Insider. Imagine this unfortunately all-too-common scenario: A publisher works on a potential program with a new advertiser. After discussions promisingly move forward, the […]
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How Ad Tech And Mar Tech Will Come Together (Or Not)
“Managing the Data” is a column about customer and audience data strategy written by longtime AdExchanger contributor Chris O’Hara. Gartner’s Marty Kihn recently made an argument that ad tech and mar tech would not come together, contrary to what he had predicted a few years ago. When Marty speaks about ad tech, people listen. Like […]
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OPINION: Data-Driven ThinkingAd Tech Transparency And The Question of Market Manipulation
“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 Nico Neumann, senior research analyst for programmatic strategy and analytics at the University of South Australia. Following many critical expert comments and scandals in 2016, the transparency debate finally seems to […]
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OPINION: Data-Driven ThinkingAre Algorithms Ruining Marketing?
“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 Martin Kihn, research vice president at Gartner. Inspired by results from retargeting, marketers are scrambling to stitch together customer data, unleash machine learning and deliver personalized experiences in display and […]
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