Data-Driven Thinking Archives | AdExchanger

Minor Tweaks Can Produce Major Environmental Wins For The Advertising Industry

AdExchanger Guest Columnist — Mon, 08 Jul 2024 04:35:11 +0000

Reducing global climate emissions to a sustainable level requires such an overwhelming amount of work that the problem can feel disconnected from our daily lives. At work, becoming more sustainable can seem particularly daunting. Companies rely on factories and trucks, computers and offices. Becoming less reliant on these things requires capital investment. And many people […]

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As Oracle Terminates Its Ad Business, Here’s How Customers Can Adapt

AdExchanger Guest Columnist — Mon, 01 Jul 2024 04:35:11 +0000

The news that Oracle plans to shutter its advertising business by the end of September has sent shock waves through the ad industry. Over the past decade, the company has spent billions of dollars investing in various layers of the ad industry, acquiring companies like Datalogix, Moat, Grapeshot and BlueKai. Oracle’s solutions, including its data […]

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The Best Of Cannes 2024: Key Moments And Trends For The Year Ahead

AdExchanger Guest Columnist — Tue, 25 Jun 2024 04:35:07 +0000

Another Cannes Lions is in the books. If last year’s event felt like the best to date, this one felt even better. The challenges facing digital advertising feel bigger than ever, however. We’re still grappling with entrenched but unfounded fears that prevent marketers from supporting premium publishers. And media quality concerns threaten to turn partners […]

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Media Buying Doesn’t Have To Be A Mixed Bag

AdExchanger Guest Columnist — Mon, 24 Jun 2024 13:28:05 +0000

Growing up in rural southern Italy, town festivals honoring various saints or traditions were a recurring delight. My grandfather or uncle would always take me and, without fail, buy me a special bag of candy unique to these fairs. I enjoyed some of the sweets, but others weren’t to my taste, and I still recall […]

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The Cannes Lions Roared As Usual, But The Ad Industry Needs More Than Talk

AdExchanger Guest Columnist — Thu, 20 Jun 2024 04:35:08 +0000

Another Cannes Lions is almost behind us. The senior advertising execs who convened on La Croisette confidently shared their visions for the future of transparency, AI, attention, identity, privacy and curated marketplaces. I have been writing about these topics for AdExchanger for years and have sometimes been considered naïve and utopian for pushing for change […]

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Navigating New Brand Safety Complexities: A Digital Marketer’s Perspective

AdExchanger Guest Columnist — Thu, 13 Jun 2024 04:35:59 +0000

A couple of years ago, I listened to a speech that affected me deeply and triggered serious self-reflection on my role as a digital marketer. The presentation, “The Decade of Delusion,” based on the book Advertising For Skeptics by Bob Hoffman, painted a compelling and alarming picture of digital advertising as a corrupt, wasteful, secretive […]

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Unlocking The Power Of AI In Contextual Targeting: A Guide For Agencies

AdExchanger Guest Columnist — Fri, 07 Jun 2024 04:35:37 +0000

The rise of AI is rapidly changing the way agencies and marketers must approach media. Technology companies have developed AI solutions that inform how they shift budgets and strategies toward contextual solutions that bypass the need for any third-party data. However, a change is occurring as platforms pivot and push hard at AI-driven optimizations. Advertisers […]

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Embracing Incrementality: Navigating Post-Privacy Measurement Challenges

AdExchanger Guest Columnist — Wed, 29 May 2024 04:35:43 +0000

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor of bigger-picture analysis of marketing performance and a multi-methodology approach. Relying solely on MTA and MMM is not enough. There’s also a third method: incrementality. This […]

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RAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results

AdExchanger Guest Columnist — Tue, 28 May 2024 04:35:24 +0000

First-party data has long been in a marketer’s toolkit as a critical instrument to personalize the customer experience across media touch points. But it has yet to influence how most companies use generative AI technology. However, proprietary data sets have the potential to play an important role in several key marketing applications for generative AI […]

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Political Advertisers Promoted Polarization. Now We Need To Help Fix It

AdExchanger Guest Columnist — Thu, 23 May 2024 04:35:04 +0000

The 2016 presidential election gave Americans a taste of the disinformation, misinformation and platform manipulation that’s coming for political media. These strategies aren’t new, but tactics are more effective than ever. This year, platforms and advertisers are far more sophisticated and have greater reach, with streaming and data-driven media replacing old media that could not […]

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