AdExchanger Guest Columnist
Articles By AdExchanger
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OPINION: On TV & VideoCTV Ad Targeting Sucks Because We Let It
During a Covid-induced two-day binge watch of a recent streaming hit, advertisers consistently failed to serve the right ad. Where’s the accountability?
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OPINION: Data-Driven ThinkingHow To Make Google's Network Business A Force For Good
Here’s an idea: Forget years of appeals. Google should spin out its entire network unit as a public benefit “B Corp” with capped margins. writes Arete Research’s Richard Kramer.
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OPINION: Data-Driven ThinkingBreaking Up Google Could Hurt Small Businesses
Google isn’t perfect. But it offers convenient, cost-effective advertising tools that millions of small businesses use to find customers, grow and succeed. If the DOJ breaks up the company, it will also break those tools.
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OPINION: The Sell SiderHow Competing Interests Collide In The War For Data Privacy
Competing agendas are limiting the tools publishers have at their disposal in ways that aren’t always primarily motivated by user privacy. Here are five things about privacy in digital media that should keep publishers up at night.
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OPINION: Data-Driven ThinkingHow Automation Can Make Performance Marketing More Efficient – Without Sacrificing Creative
As we lean heavily on AI tools to enhance content efficiency, we may have reached a tipping point where we are creating more content in service of media algorithms, rather than for the benefit of consumers and brands.
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OPINION: Data-Driven ThinkingZIP Codes: The Simple Fix For Advertising ROI Measurement
Randomized controlled trials are the best source of evidence of cause-and-effect relationships, including advertising’s impact on sales. Imagine the potential for conducting geo experiments using ZIP codes instead of DMAs.
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OPINION: On TV & VideoSelling CTV And DOOH As The Same Thing Undermines Their Value
While CTV has emerged as a powerful and unique advertising medium, venue-based DOOH streaming is distinct and requires its own marketplace to fully realize its potential.
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OPINION: On TV & VideoCreative IDs Are Coming – Here’s What To Expect
Adopting standards and interoperable IDs can benefit the entire ecosystem, enabling solutions that can help solve for omnichannel ROI and more effective tracking of ads across platforms.
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OPINION: Data-Driven ThinkingPredictive AI Can Unlock The Value Of Unpredictability
In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.
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OPINION: Data-Driven ThinkingWhy Standardization Is Wrong For Attention Metrics
If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.