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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

  • Deutsch Taps Deverson, Gets Some Ogilvy Intel Inside in MAD on 05/26/2015

    Deutsch has hired Ogilvy intelligence chief Madonna Deverson to oversee its brand intelligence. Deverson, who will serve as executive vice president-brand experience will be based out of Deutsch LA, but will service both its East and West Coast operations, reporting to strategy chiefs in New York and Los Angeles.

  • Israeli Startup Develops Foolproof Ad Addressability, Uses Your Actual Address in MediaDailyNews on 05/26/2015

    A potentially disruptive new technology developed by an Israeli start-up takes the concept of addressability to a new extreme: It detects your actual address and uses it to scrape and gather all the data associated with where you live. The application is so powerful, say its developers, that it can know when you're at home or away in order to serve ads relevant to your physical proximity.

  • Centro Succeeds By Addressing Agency Pain Points, Raises $30 Million To Address Many More in RTBlog on 05/21/2015

    There probably isn't a more cluttered and confusing part of the media marketplace right now than the technology supply chain. Check out this Lumascape-like chart making the rounds this week. But the suppliers who are succeeding most are the ones that are not making things more complicated, but making it easier for people to buy, sell and trade media more efficiently and based more on the outcomes they are trying to achieve. One of them is Centro, a scrappy tech supplier servicing the mid-tail of the media buying world -- the smaller, regional and mid-size agencies not affiliated with Madison Avenue's big agency holding companies that always seem to command so much of the industry's attention.

  • Madison Avenue Trading Volume Falls 10% In April, Up 18% From 12-Month Low in MediaDailyNews on 05/21/2015

    The U.S. ad marketplace declined 9.9% in April, according to a new dynamic market index of Madison Avenue's media trading volume. The index, called the U.S. Ad Market Tracker, is a collaboration between MediaPost and Standard Media Index, and is based on actual media dollar volume processed from a pool of agencies representing about 80% of the major agency holding companies. The index -- which stands at a 183 for April, the most recent month for which data is available -- was originally set to a base value of 100 in January 2009, which not so surprisingly proves to be a low-volume trading month according to more than four years of data.

  • Lycos Puts Search, Ad Patents On The Block: Will Roll Out 'Hard Goods' Soon in Search Marketing Daily on 05/20/2015

    Lycos, one of the granddaddies of Internet search, is putting its search engine and online advertising patents on the block. The intellectual properties being offered for sale include a portfolio of technologies ranging from search to advertising to online gaming. The company said the move is being done as it prepares to "launch a suite of hard good products in the coming weeks." Lycos has retained IP broker Propeller(y) to manage the process.

  • Last Click RIP? Or Just Ripping Attribution? in Show Daily on 05/20/2015

    The second part is more like what the afternoon panel at OMMA Programmatic Display was discussing. That last click is dead was almost a given. What to use in its place -- ie. attribution models -- is another question. "I think clients are challenging attribution outside of programming, as well as within programmatic," said Jason Heller, global lead-digital marketing operations at McKinsey. He said attribution models are viewed as a "black box" that is "half art, half science, half voodoo," by many marketers. While the consensus is that "it's better than last click," attribution still has a long way to go, Heller said, adding that the real opportunity is develop the kind of science that served the search marketing industry so well. The problem, he said, is that the display marketplace is much more complex than the search business, because of the problem getting good unified data about what the audience is that brands are bidding on.

  • ANA Members: Media Rebates A 'Hot Topic,' Increased Pressure To Lower Agency Comp in MediaDailyNews on 05/18/2015

    Nearly two-thirds (62%) of ad execs attending the Association of National Advertisers recent Financial Management Conference consider agency media rebates to be a "hot topic" within their organizations, according to findings of a survey conducted by consulting firm Ebiquity and its sister company FirmDecisions during the event. Regardless of how hot a subject it is, an even higher percentage -- 85% -- of respondents said they are feeling some pressure by their organizations to decrease their agency's compensation annually.

  • It's Not TV, It's VAB: Trade Bureau Drops Cable, Television Too in MediaDailyNews on 05/19/2015

    In a move that is symbolic of bigger shifts taking place in the nature of media, the Cabletelevision Advertising Bureau is leaving the cable TV behind to become the Video Advertising Bureau. The change -- which is more than a reboot and a name change, but a reincorporation with new bylaws and a new mission to promote the value of video programming and advertising derived from the major TV networks -- makes the VAB the primary player for the so-called "TV video" marketplace.

  • comScore, Nielsen Battle Over Estimates: Not Users, But Advertisers in MediaDailyNews on 05/15/2015

    Whenever two audience measurement services operate in the same media marketplace it is not unusual for them to produce different tallies, but usually those differences relate to the consumer audience estimates they report, not the number of customers using them. But in the battle between digital ratings services comScore and Nielsen, the primary dispute appears to be the number of advertisers they have. In a report sent to investors this morning, Wall Street analyst Brian Wieser says both companies' claims of dominance are likely specious and irrelevant.

  • CBS Unveils 7 New Prime-Time Series, 'Year-Round' Strategy in MediaDailyNews on 05/13/2015

    CBS this morning unveiled its 2015-2016 prime-time lineup featuring 22 returning series and seven new shows, including "Code Black," Limitless," and "Supergirl." CBS called the new schedule part of a "year-round" programming strategy and said it will conclude the current season as the "most-watched" network in total viewers for the 12th time in 13 years, including the last seven years straight.

Comments by Joe All comments by Joe

  • Google Expands Ad Industry Dominance, Facebook Catching Up by Joe Mandese (MediaDailyNews on 05/11/2015)

    @Ed: I think it would. But let me ask you, do you even know how to separate branding from things like search, sales and DR? I'm not sure it's as easily delineated as it once was. But I would guess Google, Facebook and other digital biggies are weighted heavily toward performance KPIs vs. branding, if only because they generate immediate data to measure the performance.

  • Nielsen Issues Gag Order, Warns Clients Not To Disclose 'Impact' by Joe Mandese (MediaDailyNews on 04/29/2015)

    @Douglas Ferguson: Quaint, whatever that means.

  • Ad Market Saturates, Costs Begin Deflating: Even Prime-Time Not Immune by Joe Mandese (MediaDailyNews on 04/03/2015)

    @Darrin Stephens: Misleading in what way? The chart notes that network CPMs are based on A18-49. It's up to readers to determine whether there is a basis of comparison. The main reason for publishing it is to show each platform's relative CPM trend line. They're all down. That's the point of the story. The big news is that network prime-time CPMs are down.

  • Ad Market Saturates, Costs Begin Deflating: Even Prime-Time Not Immune by Joe Mandese (MediaDailyNews on 04/03/2015)

    SQAD did not specify whether the CPMs were derived from net or gross, but I would assume the latter. I believe all the CPM values were calculated on the same basis, because SQAD didn't point out any differences. More info about their methods can be found at The display and in-stream video costs were not based on an audience segment, so take what you will from a comparison with prime 18-49. WebCosts Average CPM - Display 2012 Display All Categories: $10.98 2013 Display All Categories: $10.88 2014 Display All Categories: $10.85 WebCosts Average CPM - In-Stream 2013 In-Stream Composite Same Site: $21.07 2014 In-Stream Composite Same Site: $20.94

  • ESPN To Launch TV DMP: Will Enable Brands To Target Audiences, Not Ratings by Tyler Loechner and Joe Mandese (Real-Time Daily on 03/26/2015)

    @Ed: Well, ESPN hasn't unveiled those details yet, so we don't know exactly how their DMP will work and how people will use it to plan or buy their TV inventory, but based on how companies like SImulmedia do it, I'm going to guess it will be used as a means of indexing the value of their TV programming to an advertiser based on first- and third-party data. Until you can serve ads to individual TV users (or households) it is unlikely it will be used to target specific audiences.

  • ESPN To Launch TV DMP: Will Enable Brands To Target Audiences, Not Ratings by Tyler Loechner and Joe Mandese (Real-Time Daily on 03/26/2015)

    @Jon: Well, in true audience targeting, you are targeting the actual audience at the individual user level, as opposed to using ratings derived from a representative sample to target media based on what you think the composition of its audience is. Those seem to be two very different things to me. You can't exactly do that yet with television, the way you can with online users, but eventually the TV industry is expected to enable advertisers to target individual consumers (addressability). When you can do that, it is the data about the individual user -- not the audience composition of the media you're using as a proxy to reach them -- that is the basis of what you're buying.

  • The Eyes Have It: Breakthrough Enables Simple Method To Prove Which Ads Get Seen On Which Publishers' Pages by Joe Mandese (Real-Time Daily on 03/05/2015)

    @Ed: I can see where you might infer that from the headline and story, but all we reported was that people could use this technology to test and learn which ads get seen on which publishers' pages. It's up to users to decide whether that is a substitute for "viewability" approaches. It's just a sampling and measurement tool. @Jack: I don't believe there is any invasion of privacy in Sticky's method, because consumers opt in to having their eyes tracked. Apologies if that wasn't clear. As you note, there are other ways of proving that an ad or campaign strategy worked, including marketing regression analysis. All Sticky is trying to do is give a simply tool to people to test which ads get seen the most on which publishers' pages. As I noted to Ed, it's up to the marketplace to decide what to do with that.

  • The Eyes Have It: Breakthrough Enables Simple Method To Prove Which Ads Get Seen On Which Publishers' Pages by Joe Mandese (Real-Time Daily on 03/05/2015)

    Ed: I think the point is not about measuring what is "viewable," but what is "seen." It's up to the industry if that solves the viewability problem, but it seems to me that measuring that something has been seen is better than measuring whether it can be seen. The tool can be used to measure the propensity of the same ads (creative) to be seen on different publishers pages (and different pages across a publisher). Whether that's deemed "national," raises other issues and semantics, but I think the idea is that you can determine that based on what you want to test. It's just sampling. You can scale the sample anyway you want, A/B test, do whatever you want with it. The main point of the story is that it is now cheap enough and fast enough to do on-the-fly.

  • Empirical Data Proves TV Now As Accountable As Digital, Brands Can Have Their 'Cake, Eat It Too' by Joe Mandese (MediaDailyNews on 03/04/2015)

    Ed: I'm not an expert, and I'm just reporting on what experts are saying (including you), but I think the idea is to do it where you can measure it and use those empirical measures to benchmark the ones you cannot measure. Obviously, every brand has a different KPI, and this is easier to do when you have a direct causal result, like sales or a call-to-action. That's something direct response advertisers have been doing for TV since people began using television. I think the idea is to up the science, apply some of the rules learned from digital, and start proving TV's overall effectiveness -- short and long -- based on the most empirical measures you can gather, or benchmark them to. That's my read. Would love to know what you or others think. Personally, I think people often look at media through their own blinders. I think this is an attempt to show some upside for the science of TV as a performance medium beyond direct response. Use some of the tricks of the digital trade. And get away from outmoded GRP measures and temper or fine-tune reach optimization planning.

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

    Thank you for passing that along. I notice Todd Gordon is wearing a tie, but no hat in that photo.

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