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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at

Articles by Joe All articles by Joe

  • Ad Tech Guru O'Connell Joins MediaMath As CMO in Real-Time Daily on 10/12/2015

    Top ad tech market researcher and analyst Joanna O'Connell has joined demand-side player MediaMath as CMO. O'Connell joins from AdExchanger, where she was lead analyst in its fledgling research practice. She is the second analyst to leave AdExchanger for a programmatic media technology firm this year, following Lizzie Komar who joined Index Exchange as director of research and insights in July.

  • Real-Time With WPP's $4 Billion Man in RTBlog on 10/11/2015

    This interview begins with me spreading a pile of slick brochures of Xaxis products and services on a table and asking global CEO Brian Lesser, "How real and differentiated are they?" His answer explains why he's "WPP's $4 billion man."

  • Green Thumbs in RTBlog on 10/08/2015

    If you're an old-timer like me, or a new-timer who knows something about digital media's past, then you've probably noticed an old timey phrase making comeback: "walled gardens." It's not as if the term ever really went away, but walled gardens took a back seat during the "open Internet's expansionary period, and even the more recent mobile and app economies that have gotten us into the hyper-fragmented -- make that atomized -- media mess we currently are in. Which is most likely the reason why walled gardens are back again. Because in a sea of endless open marketplace possibilities, walled gardens represent a simple, organizing principle for constraining them. They also represent tremendous market power for those who can actually operate them. So, it's not surprising that everyone wants to be one.

  • Native Optimism Remains High, But Begins Eroding: Agencies More Bullish Than Clients in MediaDailyNews on 10/08/2015

    Ad executives remain bullish about spending more of their budgets on "native" advertising formats, but their enthusiasm is beginning to temper, according to a survey of marketers and ad agency executives responsible for buying media. Importantly, agency media buyers are far more optimistic about increased spending on native ad formats than their client counterparts.

  • Real Tease Blog: The Native Edition in RTBlog on 10/07/2015

    Normally, I don't like to tease important news stories in blogs, but there's a significant finding in a new study of advertiser and agency perceptions of "native" advertising that is making me think about the "programmatic" marketplace in a new way. The study, part of Advertiser Perceptions Inc.'s ongoing tracking of ad executives self-reported perceptions of media, finds that a significant part of their native activity is now being managed programmatically. And it's about to take off. More than a quarter (26%) of native advertising is currently bought programmatically, and that is expected to jump to more than a third (34%) in 2016.

  • Downward Mobility: Growth Declining As Mobile Time Spent Reaches Saturation in Mobile Marketing Daily on 10/07/2015

    Apparently, media are not immune to the laws of physics -- even mobile devices, which are approaching a point of saturation in terms of consumer time spent. While the rate continues to expand, there has been a "considerable slowdown," according to new estimates released this morning by the digital media stats masters at eMarketer. The new forecast finds the growth rate peaked in 2012 and has been slowing down ever since.

  • Horizon Expands 'Invention,' Seeks To Institutionalize It in MediaDailyNews on 10/07/2015

    Horizon Media is expanding its fledgling "invention" practice, naming legal and investment industry veterans Devin McGrath and Jeremy Shure "directors of invention." McGrath and Shure, who report to Horizon Chief Invention Officer Taylor Valentine, will help "enhance, institutionalize and place invention at the heart of the agency," according to a Horizon statement, which goes on to assert the agency has "heavily invested" in the practice in order to ensure it is "ready for big changes."

  • The Medium Is The Conveyance in RTBlog on 10/06/2015

    Some years ago, one of the smartest guys I know in the media industry used a surprising analogy to describe the business to me. He said media was really part of the transportation business. The guy was David Verklin, and at the time, he was running Aegis Media's Carat unit. It was before his crackle of change period, and at the time, it seemed to me that he was forcing the metaphor, but the more I've thought about it, the more I've come to think that Verklin was right about the role of media -- and everyone who uses it to market brands to consumers.

  • WPP's Kantar Taps Lightspeed's Ribeiro As Research Chief in MediaDailyNews on 10/06/2015

    WPP's research and data division Kantar this morning named a new Chief Research Officer, promoting Efrain Ribeiro to the top job from CRO of Kantar subsidiary Lightspeed Research. He succeeds former Kantar CRO Renee Smith, who is leaving to join the Colorado-based research company GutCheck.

  • Yieldbot Taps Gray, Mendoza For Senior Marketing Posts in Real-Time Daily on 10/06/2015

    Yieldbot is boosting its marketing team with two senior hires from big digital media platforms: Elissa Reiling-Gray has been named vice president of brand marketing and Veronica Mendoza as vice president of product marketing.

Comments by Joe All comments by Joe

  • 'Business Insider' Taps Ad Industry Insider To Lead Agency Sales, Remains Startuppy by Joe Mandese (Publishers Daily on 08/31/2015)

    @Ed: Apparently, it's one of the solutions. I've been hearing this call for simplifying who agencies and clients do business with for a while now. Not just from media suppliers, but technology too. I think agencies and clients are overwhelmed by the number of options they have and they're also worried that they may miss the next new thing if they don't consider new ones. It's a real paradox and I think the interim solution is to do business with fewer, trusted partners. It's what's happening in the programmatic marketplace vis a vis so-called "private marketplace" deals in which publishers and agenies agree to pre-negotiated deals but do it programmatically. I'm not sure there's a long-term solution, because complexity and fragmentation are only likely to grow, not contract.

  • Madison Avenue Shifts $2 Billion Out Of 'Traditional' Media In 9 Months by Joe Mandese (MediaDailyNews on 07/30/2015)

    Ed: You are correct. The data shows that traditional media spending declined by nearly $2 billion and digital grew by about $3 billion and we are reporting on the inference that some of that about $2 billion in budgets shifted from traditional to digital media. 

  • Running Out Of Options: Gore, Sorrell Explore Some New Ones by Joe Mandese (MediaDailyNews on 06/26/2015)

    Ed: Sorrell and Gore actuallly discussed that and whether the World Bank could also play a role in spurring R&D, but Sorrell suggested that the International Energy Agency might be the best body of all. Gore said all of these agencies worked best when the U.S. provided storng leadership and convinced others to come on board, but he more or less implied the solution woudl be from a groundswell of market forces, including the private sector, coming around it.

  • U.S. Ad Volume Expands In May, Digital Exodus Continues by Joe Mandese (MediaDailyNews on 06/17/2015)

    Claudio: This will be updated in the story later, but just to answer your question as best we an at the moment, here's how the market shares looked in May for total media category volume bought through those agencies: TV = 54.9%, Digital = 30.1%.

  • U.S. Ad Volume Expands In May, Digital Exodus Continues by Joe Mandese (MediaDailyNews on 06/17/2015)

    Claudio: We agree. Unfortunately, we are not able to access total volume data, because of our agreement with SMI, which is pooling this data direct from agencies' systems. But I think we can access market share data by medium, which is probably the next best proxy. I'll see if I can get that now and update the story with that ASAP.

  • 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.

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