More than ever before, the online advertising industry is rife with discussion around optimization metrics.  Traditionally, clicks,...

I went on the attack against the incorrect use of data in my previous column. Early in my career, a mentor taught me that when you tell...

First things first. Let me start by confessing that I run a search-oriented digital ad business. Before you think that this is just...

Certain types of marketing just work well together. For example, a number of case studies, including this one from Yahoo, have shown that...

Marketers invest a lot into driving new users to their site and incentivizing them to return and convert. Given the work and dollars...

As we toast the New Year, we shouldn’t pat ourselves on the back when it comes to making smart marketing decisions based on data in the...

It’s the oldest format in online advertising, but it’s not stodgy by any stretch. Display Advertising is still changing rapidly as new...

If you’ve recently begun to explore behavioral retargeting, you’re not alone. Behavioral retargeting is a rapidly growing segment of...