Paul Lentz

Member since February 2017

Where Do Publishers Stand On Industrywide User ID? in Publishers Daily on 07/29/2017
The concept of an industrywide single user ID that every advertiser can agree to use is nothing new, but it recently resurfaced in the form of an advertising consortium dedicated to launching an omnichannel people-based identifier. Here's what I've gleaned about these attempts to build a persistent identifier: While the future of ad tech continues to head toward smarter measurement and targeting, which is great for the industry, this could have a negative impact on publishers and the wider industry that relies on publishers as a source for inventory.
Will Politics Trump The 2017 Oscars? What Does That Mean For Brands? in Marketing: Entertainment on 02/16/2017
The 89th Academy Awards will soon be upon us and if the final of the trifecta of awards shows follows the path of the Golden Globes and Screen Actors Guild Awards, politics will be present in this year's ceremony. Although the 2016 Oscars did reach an eight-year low in terms of viewership, the award show still remains the second-most watched TV event, so the question for brands looking to reach the estimated 34+ million viewers will be how can they engage in this current dialogue, if at all, without losing authenticity?

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