A different view on viewability
After reading Google’s report that 56 percent of digital ads marketers paid for never had a prayer of being seen by an actual consumer,...
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The insider’s guide to choosing a programmatic buying platform
The benefits of programmatic are clear: Using data and technology increases efficiency and improves campaign performance. The next big...
Authentic storytelling: 5 rules for the new frontier of marketing
In ye olde advertising world, broadcast time was the most scarce resource in marketing; the most influential campaigns were the ones that...
Why building relevant ads in a cookie-free world comes down to context
According to a Millward Brown survey exploring video — the ad format of the moment — 41 percent of respondents are receptive to ads...
5 fundamentals of digital advertising every marketer should know
When Facebook last month admitted to exaggerating ad video views, it underscored for many marketers the dubious metrics and efficacy of...
Viewability is a big part of the journey, but it’s not the destination
As at any major consumer brand at the time, those of us on the digital team wanted a bigger slice of the marketing budget pie. “More...
The evolution of the programmatic superchannel
Six of one, half a dozen of the other? If you can’t distinguish between multichannel and omnichannel, don’t be embarrassed. A lot of...
Keep it simple: 10 digital brand metrics that matter
Spoiled for choice Don’t get me wrong. I love data as much as the next digital media and advertising guy, but I am growing increasingly...
Are you losing money to ad fraud? 3 ways to protect yourself
report in 2015 to demystify the world of fraudulent advertising online. They listed 16 versions of ad fraud including: non-browser user...
Large marketers are winning in programmatic (Here’s what you can do to stop them)
I hope to keep you learning, thinking and improving so you can hit marketing home runs and get the raises and promotions you deserve. So...
6 secrets of digital storytelling
Humans are programmed to find a story in everything we see. Every picture, word or sentence, no matter how simplistic, is imbued with...
All-you-can-eat data deal coming to a programmatic market near you
adopt personal marketing. I define personal marketing as the ability within a programmatic media-buying context to customize audience...
5 ways digital marketers can make healthier impressions
You spot someone reading a tablet over lunch at a sidewalk café. Would you walk up, wordlessly place your flyer right over the screen on...
Why talent was the elephant in the room at Cannes Lions
Gil C / Shutterstock.com A few weeks ago, at the Cannes Lions International Festival of Creativity, attendees buzzed about Grand Prix...
“I love advertising,” said no one ever
Last month, I wrote about how the demise of digital is overblown. The industry is indeed healthy and thriving, and its future is as...
Royals, relevance and reach: Why both TV and the British monarchy will not only continue to survive,
In an article published by Fortune Magazine in September 2015, 27 percent of Chinese shoppers said they draw inspiration for fashion and...
The path to programmatic peace
Programmatic advertising already accounts for nearly 60 percent of US digital display ad spending, according to a recent eMarketer...
Buying display media in advance or in real-time: What you need to know
programmatic buying. Before you dive into the online tutorials and start on-boarding programmatic for your marketing team, let me give...
Why the digital advertising ecosystem loves native
It’s no shock that advertisers spent $7.9 billion on native ads in 2015 — a number that’s expected to soar to $21 billion in 2018. Mobile...
Scaremongering in digital: Why ad blocking isn’t as dire as you think
$12 billion in US ad revenue by 2020. Juniper Research reports ad-blocking software could cost digital publishers over $27 billion by...
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