This summer, my wife began binge-watching the show, “Parenthood.” Luckily for her (though not us advertising folks), the first four...

“Viewability” is the buzzword du jour in the ad tech world, yet only a small number of advertisers are actually using viewability metrics...

Some say that sales was the first real profession. I don’t think that’s true. I believe that it was advertising. After all, you can’t...

viewability, and publishers are starting to adapt their businesses to accommodate this trend. Some high-profile media companies have...

Much has been written over the past several years about the battle that traditional publishers have fought to adapt their business models...

Consumers today, especially Millennial generation consumers, have signaled to advertisers that they are willing to trade certain levels...

If you’re a marketer, you probably know the feeling — You’re looking back at last quarter’s performance, facing the hard truth that a...

There is no free lunch. Everything has an inherent cost, whether it’s in time, money or resources. Consumers have the option to decide if...

We have finally arrived at the last installment of our four-part series on navigating the modern ad tech stack. We previously covered...

Bornfree / Shutterstock.com “No. Try not. Do … or do not. There is no try.” -Yoda As more publishers adopt programmatic best practices...

We already know the importance of first– and third-party data. We’ve tossed in this concept of second-party data every now and again, but...

That model, however, is under threat, and it’s being challenged by internet marketing behemoths like Google and Facebook. The future of...

Let’s assume that brand marketers have now presumably woken up to the necessity of a programmatic media strategy. All those stragglers...

“Display is dead,” glibly chirped the very senior agency executive at a recent meeting of six dozen impressively pedigreed brand...

In 2014, we saw greater emphasis placed on automation and data-driven ad buying than ever before. Spend on audience targeting solutions...

Mobile, wearables, interactive TV and other sexy visions of the future are dominating industry headlines right now. However, if a...

It’s no secret that global e-commerce is growing rapidly. Current e-commerce statistics state that 40 percent of worldwide Internet users...

So you’ve tagged your site. You’ve identified some interesting audience segments. You’ve got some great data, and you are ready to go!...

In the previous installment of this series, we examined programmatic direct, a method of buying media space directly from publishers in a...

Over the past few years, consumers’ opinions of native ads have shifted. While some consumers once perceived native advertising as...