OPINION: Data-Driven Thinking
Topic
Opinion
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OPINION: Data-Driven ThinkingMarketing Has Made Great Progress, But Media Is Still A Minimum Viable Product
As media consultancy Sequent Partners ceases operations, its leaders look back at how far the ad industry has come – and how far it still needs to go.
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Why Traders Are (Still) The Future Of Programmatic In An AI-Driven World
The rise of artificial intelligence (AI) and new automation tools has disrupted the programmatic advertising industry, stoking fears among some marketers about the future or scope of their roles.
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Debunking The Four Biggest Myths About CTV Content-Level Signals
Throughout the CTV market, there is an ongoing push for higher levels of transparency and control – and for good reason. Advertisers need deeper insights into the audiences and types of content surrounding their ads if they want to drive maximal interest.
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OPINION: On TV & VideoCPMs Are The Wrong Metrics To Prioritize In CTV Advertising
Advertisers new to CTV tend to misunderstand performance metrics and overemphasize cost per thousand impressions (CPM) as a measure of success.
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Study: Increasing App-to-Web Match Rates Could Drive Millions In Revenue For Ad Tech And Improve ROI For Brands
One key to successful advertising is showing ads to people at just the right moment. Advertisers understand the typical smartphone user moves seamlessly between apps and websites throughout the day, and this makes showing ads on both crucial to reaching their audience.
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OPINION: The Sell SiderImagining A Post-Monopoly Era: The Future Of Publishing Without Google's Dominance
A Google breakup could lead to a more fragmented market, with multiple smaller entities competing for ad space. This will almost certainly result in increased competition and higher ad rates for publishers.
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OPINION: Data-Driven ThinkingFrom Banners To Generative AI: How Two Digital Revolutions Redefined The Future Of Marketing
When banner ads were introduced in 1994, pundits proclaimed that this new approach to advertising was going to ruin the world wide web and kill creativity as we know it. Others were worried about their jobs. Sound familiar?
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OPINION: On TV & VideoBrands Can Avoid Election Misinformation On YouTube – But Blocking News Isn’t The Answer
Brands have two options for avoiding election misinformation on YouTube: block all news, or only monetize credible news. But blocking all news restricts campaign reach and harms reliable journalists, just when we need them most.
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OPINION: Data-Driven ThinkingBalancing Accuracy, Richness And Scale For Effective Audience Targeting
Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments.
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Retail Is Leading The AI Charge – And Winning
Retail may have a classic, old-school image, but it’s leading the charge in AI adoption. While, historically, retailers have been slow to embrace new technology, the latest Marketing AI Institute research tells a different story.
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Must Read
Firestone Walker Brewing’s CMO On Billboards, Non-Alcoholic Beers And Digital Shelves
Last week, I was eager to do a call with Dustin Hinz, CMO of Firestone Walker Brewing, a Los Angeles-based beer maker that just launched its first non-alcoholic beer line. I was curious about the beer-brand perspective on non-alcoholic drinks.
Meet Upright Analytics, A Leader Among New Short-Seller Activist Investors
There is a new breed of financial investor – or dis-investor, perhaps – that targets publicly traded companies with allegedly incriminating reports, while taking short seller positions on the company.
Forrester’s SSP Wave Lists The Top 10 SSPs – With Google At The Bottom (Really)
Forrester released its first SSP wave since 2014 last week, and there’s a surprise. The research firm ranked Google – whose sell-side ad tech platform is facing federal antitrust charges – as a mere challenger.
Early Adopters Are Snapping Up Attention-Based Inventory Before Everyone Else Drives Up The Costs
Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.
Viant Acquires Data Biz IRIS.TV To Expand Its Programmatic CTV Reach
IRIS.TV will remain an independent company, and Viant will push for CTV platforms to adopt its IRIS ID to provide contextual signals beyond what streamers typically share about their ad inventory.
Integral Ad Science Goes Big On Social Media As Retail Ad Spend Softens In Q3
Integral Ad Science shares dropped more than 10% on Wednesday, after the company reported lackluster revenue growth and softened its guidance for the Q4 season.