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Joe Mandese is the Editor in Chief of MediaPost, OMMA Magazine and MEDIA Magazine. You can reach Joe at

Articles by Joe All articles by Joe

  • Stop The Dresses: BuzzFeed Sets Record, No Kittens Involved in MediaDailyNews on 02/27/2015

    This just in... literally, it's on the network morning news shows as we hold MediaPost's virtual presses to add this breaking story to this morning's edition: BuzzFeed reports a post about a dress set a new traffic record for the publisher of a popular newsfeed known for its coverage of adorable little critters, trivial and occasionally inane content. Like this one, about the color of a dress.

  • Fox Names Marchese President Of Advanced Advertising in MediaDailyNews on 02/26/2015

    Fox Networks Group has named Joe Marchese president-advanced advertising products, a new position overseeing all non-linear TV advertising products and services inside Fox. The appointment follows the completion of the sale of true[X], the company Marchese founded, to Fox.

  • Patent Vending: Collective Eyes Licensing in RTBlog on 02/26/2015

    Collective is well known for its use of IP, but mostly it's associated with the Internet Protocol version of that acronym. Today, it received the other kind, an intellectual property courtesy of the U.S. Patent and Trademark Office, recognizing it as the rightful owner of a process enabling it to connect TV audience behavior to Internet -- and mobile, social, etc. -- audiences.

  • Bloomberg's Not-So-G-r-r-reat Cover Take in MediaDailyNews on 02/26/2015

    Don't expect Bloomberg Businessweek to make it onto food marketing giant Kellogg's buy list anytime soon. The business mag features a pretty scathing hatchet job of the marketer, its core products, and the way its management team has been dealing with a cultural shift toward better nutrition, especially for kids. "Kellogg still spends more than $1 billion a year on advertising, but it no longer has the same hold on breakfast," Bloomberg's Devin Leonard writes in this week's cover story.

  • Mediaocean Integrates Rentrak Ratings, Offers 'One-Stop' TV Buys in MediaDailyNews on 02/26/2015

    Nielsen TV audience measurement rival Rentrak this morning announced it has integrated its ratings with Mediaocean's systems, including software used by agencies to plan and buy media. Mediaocean is the dominant provider of data processing for Madison Avenue's media buys, and the deal with Rentrak comes as it is pushing to extend its role into media planning, developing new software -- enabling agencies to leverage data more strategically to determine what media they buy.

  • AudienceXpress Licenses Rentrak Data, Adds Ratings To Programmatic TV Ad Buys in Real-Time Daily on 02/25/2015

    AudienceXpress, a promising programmatic TV advertising platform enabling advertisers and agencies to build audience mixes by aggregating local cable TV advertising avails, has signed an agreement to license audience ratings data from Nielsen rival Rentrak.

  • Long-Tail TV Nets Join Magna Consortium: Want To Develop Data-Based, Programmatic Buys in Real-Time Daily on 02/24/2015

    Interpublic's Mediabrands unit has formed an alliance with more than 15 television networks to develop and organize data and technology that would enable the agency and its clients to buy their advertising inventory programmatically. The initiative, which is being led by Mediabrands' Magna Global unit, so far includes more than 15 networks, about half of which are not even measured by Nielsen.

  • Obama 'Optimizer' Davidsen Joins Rentrak, Will Oversee Political Tech in Real-Time Daily on 02/23/2015

    Rentrak has named key Obama team political media operative Carol Davidsen vice president-political technology. Davidsen, who will oversee all of Rentrak's political accounts, previously was director of integration and media targeting for Obama for America's 2012 campaign, where she developed a political media optimization system code-named "The Optimizer."

  • Big Brands To Investors: We're Boosting 2015 Media, Especially Digital in MediaDailyNews on 02/23/2015

    The world's biggest marketers overwhelmingly plan to boost their advertising this year, although many of the largest will continue to increase their focus on digital media vs. non-digital media, according to an analysis released this morning by the equity research team at J.P. Morgan. Describing the results as "encouraging" for the 2015 ad outlook, the J.P. Morgan team based their analysis on comments made by 53 of the global top 100 advertisers during their fourth-quarter 2014 earnings calls.

  • Nielsen To Roll Out Controversial 'Viewer Assignment' Method, Will Model Audience Estimates In Non-People Meter Homes in MediaDailyNews on 02/19/2015

    Nielsen today is expected to announce plans to begin rolling out a controversial method that it says will fix some antiquated parts of its local TV measurement system: a process that would effectively use mathematical modeling to estimate the audience composition and demographics of much of its local TV ratings estimates. The move, which is part of a broader "sample expansion plan" to boost the number of households and persons represented in all of Nielsen's ratings estimates, was announced broadly in September.

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