For publishers, digital advertising is a lot like playing craps, says Aditude's Justin Wohl. It's all about tuning out the noise while placing safe bets that work for your monetization strategy.
According to CreativeX, ad creative is responsible for nearly half of sales lift, which is more than reach, recency and targeting combined. So why doesn't creative get the credit it deserves? Until recently, says Anastasia Leng, CEO and founder of CreativeX, technology wasn't advanced enough to measure creative decisions at scale.
Many measurement companies are promoting marketing mix modeling as an easy-to-use solution to overcome signal loss. But that couldn't be further from the truth, says Maor Sadra, CEO and co-founder of incrementality measurement startup INCRMNTAL.
Agencies now have more breathing room to think carefully and be strategic about signal loss solutions, because signal loss isn't just a third-party cookie thing, says Sisi Zhang, chief data and analytics officer at Razorfish. Specifically, she says, brands need to spend more time testing alternative identifiers.
It's not easy competing for business with massive holding companies (which are only getting more massive ). But the Omnicom-IPG deal "also creates opportunities for the rest of us," says Remy Stiles, North America CEO of programmatic agency Kepler.
What do toasters have in common with transparency and online advertising standards? Quite a lot, actually, says Ben Hovaness, chief media officer at OMD Worldwide. If you can trust a set of standards – and companies conform to them – the less transparency you need. It's like when you plug in a new toaster. "You're not worried that it's going to burst into flames and destroy your home," Hovaness says.
Performance marketing can become a crutch for some brands, warns Duolingo CMO Manu Orssaud, especially app-based businesses that are under pressure to show rapid growth. That's why Duolingo makes organic marketing a top priority.
Tune into the first episode of the year with guest Andrew Frank, VP and distinguished analyst at research firm Gartner. We cover a lot of ground, from the impact of multiple major Big Tech antitrust trials to practical AI use cases (minus the BS).
Scott McKinley shares his journey from professional cyclist and captain of the 1988 US Olympic Road Cycling Team to CEO and founder of data validation provider Truthset. The road was more linear than one might think.
Feels like we've been waiting for the convergence of ad tech and mar tech forever. But it's finally starting to happen, and the time couldn't be more ripe, says Heather Macaulay, president of product-focused consultancy MadTech.
What is incrementality testing? "I've been doing more interviews with journalists lately and realize I need a better answer to this question," says Haus Head of Strategy Olivia Kory.
Jared Belsky, CEO and co-founder of indie digital agency Acadia, needs your help. He'd like someone to please explain to him why media arbitrage isn't a form of stealing.
Personalization and customization are great, but when marketers go overboard with targeting, they don't cast a wide enough net to attract new customers and foster growth, says JP Jansen, SVP of marketing and CMO for North America at Mars Pet Nutrition.
Digital Content Next CEO Jason Kint shares insights from inside the courtroom during closing arguments in US v. Google, ad tech antitrust edition. Plus: Kint noodles on potential remedies in the search antitrust case against Google.
When social media platform Nextdoor launched advertising in 2017, CEO Nirav Tolia declared it would be a $1 billion business by 2020. That didn't happen. Nextdoor generated $66 million overall in Q3 of this year, and Tolia chides himself for his hyperbole. But Nextdoor has an ambitious plan for advertising growth.
Former Dentsu CEO Wendy Clark, current president of consulting group Consello, sees the renewed controversy around principal-based buying as a symptom of a more fundamental issue: the lack of open dialogue between brands and their agencies.
If the DOJ wins its ad tech antitrust case against Google, it shouldn't force a breakup, says Arete Research's Richard Kramer, who proposes this novel solution instead: Google should spin out its network business into a public interest corporation with no hidden fees.
Mike Ryan of Smarter Ecommerce helps advertisers get the most out of their Google Performance Max campaigns. Understanding what's going on inside this walled garden black box product is now the most pressing concern for many retailers and ecommerce advertisers, he says.
As the former CMO of Sonos, Joy Howard's job was to make people want to buy new electronics. Now, as the recently appointed CMO of Back Market – an online marketplace for refurbished electronics – it's her job to convince them not to.
Having nipped at Meta's and Google's heels for years, Pinterest is finished with being the underdog. It's been getting very "serious" about its investments in lower-funnel advertising products , says Pinterest CRO Bill Watkins.
Dotdash Meredith's Lindsay Van Kirk says the cookie-based buying tools she helped develop in her early career at AppNexus placed too much value on unreliable third-party audiences. But contextual tools like DDM's D/Cipher, which she now oversees, can build a better ad ecosystem for buyers and sellers.
Omar Tawakol is a serial entrepreneur. He sold two companies in five years, including BlueKai to Oracle in 2014. But he's in no rush with his new virtual product placement startup Rembrand. He says he's having too much fun. Plus: Meditating on the end of Oracle Advertising.
Covering Google's ad tech antitrust trial in Virginia is surreal for anyone who's been in ad tech as long as Ari Paparo. He knows most of the people on the stand.
If Adam Heimlich could travel back in time to alter the future of online advertising, he would go to Google's acquisition of DoubleClick in 2007, but not necessarily to stop it.
Advanced audience targeting is perhaps the most significant change in TV ad buying structures, says Alison Levin, NBCUniversal's president of advertising and partnerships, on this week's episode of AdExchanger Talks.
It's a misconception that Redditors categorically dislike advertising, says newly hired VP of Ad Product Management Jyoti Vaidee. In fact, 60% of Reddit users want brands to participate in communities, she says, so long as their interactions are relevant and respectful.
Have we finally reached peak retail media, or is the recent explosion of RMNs the sign of a healthy and thriving marketplace? "It's the right question to be asking, especially at this time," says Gopuff's SVP of business, Daniel Folkman, who helped spearhead the company's advertising business.
Serial ad tech entrepreneur Kamakshi Sivaramakrishnan founded two startups roughly a decade apart, both for a similar reason: making data available across the enterprise in a way that's also respectful of the consumer.
Last month, Hyundai eliminated the chief marketing officer role and split the function in two: creative and performance. The move makes sense because two brains are better than one, says Angela Zepeda, Hyundai's former CMO and now its chief creative officer. But there are critics to this approach.
There's only so much you can do to measure earned media, says Najah Ayoub, CMO of Piece of Cake Moving & Storage. That's why the brand invests so much in the customer experience. Plus: Piece of Cake's hybrid MMM/MTA approach to attribution.
