“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. From the consumer’s point of view, advertising hasn’t evolved. Digital ads mimic print’s design as simply a space on a page. And video ads take […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Remember all the times that media owners complained about how the majority of advertisers’ budgets end up in the pockets of Google and Facebook? Today […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. I have always considered a programmatic monoculture to be one of the biggest threats to digital advertising. A lack of diversity in experience, backgrounds and […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. The advertiser-funded Programmatic Supply Chain Transparency Study by the Incorporated Society of British Advertisers (ISBA) triggers a feeling of déjà vu. The report found that […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Sports federations, leagues, clubs and athletes are fighting for their future. In a matter of weeks live sport evaporated due to COVID-19, with some events […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Many first incorrectly considered COVID-19 to be a “China issue,” then it became an “Asia issue.” Now it’s a humankind issue. Humanity, locked down in […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Many media owners still struggle to see the long-term opportunity in front of them. But I am filled with hope when I hear that some […]
“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 Alessandro De Zanche, an audience and data strategy consultant. The tide is turning in an ecosystem that should work harmonically but has for years favored one side at the expense […]
“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 Alessandro De Zanche, an audience and data strategy consultant. Companies’ user data ownership is dead, but we may have not fully realized and accepted it yet. How will privacy trends […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. After several months of debate, speculation and conflicting positions following the earthquake caused by privacy regulation changes and global trends, the industry seems to cluster […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Various complaints argue that RTB is incompatible with the EU’s General Data Protection Regulation and other privacy regulations emerging around the world. Regardless of the […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. I find brand safety one of the most baffling contradictions of our industry. It often represents the exact opposite situation in which any quality media […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Some could argue that media brands’ first-party user-level data is of high quality, but probably not unique if compared to Google’s, Facebook’s or Amazon’s. What […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Unilever recently announced “Unilever Trusted Publishers,” a network of global, regional and local publishers and platforms with whom it will build a media environment with […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. The digital advertising industry needs, more than ever, privacy advocates and activists – some strong, external pressure and entities holding it to account. New evidence […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Some consider ad blockers to be the first user-led mass rebellion against bad advertising practices, booming around 2015 and not stopping since. But ad blocking […]
“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 Alessandro De Zanche, an audience and data strategy consultant. After AdExchanger reported how Rocket Fuel questionably used client data for its user profiling and segmentation tools, I was struck by […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Today’s modeled data at scale is evolving rapidly, due to legal and technical limitations. It is frequently misrepresented and mis-sold, but there would be no […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. At an event I attended a few weeks ago, there was a broadcaster with a strong digital presence and a CPG brand on stage discussing […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. A few days ago, I read an interesting exchange on Twitter. A well-respected newspaper editor-in-chief advocated for digital news being free, like the newspaper he had, […]
“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 Alessandro De Zanche, an independent audience strategy consultant. When I worked at Yahoo during the golden years, I met many extremely talented and knowledgeable people. In 2011, one of my […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. Today’s increasingly enhanced privacy era requires a closer collaboration between media companies and their audiences, based on a true value exchange, trust and transparency. Users who […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. Media brands’ survival depends on a sound audience and data strategy. But before the strategy can be devised, a deep phase of audience and data auditing […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. In a world of “popcorn data,” quantity and reach are more important than quality and depth, and users are seen as “data cows” rather than customers. […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. As media brands try to figure out their long-term monetization strategies, which may include paywalls, micropayments or alliances, many still heavily rely on display advertising, mainly […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. With each passing quarter, the share of marketer budgets allocated to data grows, and with that growth comes greater scrutiny – rightly so. And yet this […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. While it has been part of a successful core strategy for a few major publishers for some time, the publisher paywall became a hot topic for […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. A lot has already been said about how General Data Protection Regulation (GDPR) and ePrivacy offer an opportunity for publishers and advertisers to kickstart a new, […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, global product and strategy lead, audience activation at GfK. In the last two or three years, it’s become increasingly common for publishers to unite to share audience data and extend the […]
“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 by Alessandro De Zanche, global product lead of data activation at GfK. User data is a paradox in the way it is controlled and used in organizations. For some companies, their use […]
