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Cory Treffiletti

Member since February 2002 Contact Cory

Cory has been a thought leader, executive and business driver in the digital media landscape since 1994. Cory is currently Vice President of Marketing for the Oracle Data Cloud, following the acquisition of BlueKai and his previous role as SVP of Marketing. Cory has authored a weekly column on digital media, advertising and marketing since 2000 for Mediapost's Online Spin. Cory spent many years primarily on the agency services side of the business as a successful executive, media expert and/or founding team member for a number of companies. Cory was part of the initial team and VP Client & Media Services for i-Traffic (acquired by Omnicom), VP Media Services for Freestyle Interactive (acquired by Aegis/Carat), SVP Managing Director for Carat Fusion (Interactive), VP Media for Real Branding (acquired by Schawk) and President of Catalyst S+F. In the start-up media space his experience includes Director of Marketing for IUMA, the Internet Underground Music Archive (acquired by eMusic), Chief Marketing Officer for Sharkle (acquired by ViTrue, then Oracle), Co-Founder of Republic Project (acquired by DG/MediaMind) and Co-Founder of The Virtual Fan Network. Cory is a graduate of the Newhouse School for Public Communications at Syracuse University and is also the author of "Internet Ad Pioneers" (available on Amazon.com).

Articles by Cory All articles by Cory

  • B2B Marketing Doesn't Have To Suck in Online Spin on 02/10/2016

    Guess what! B2B marketing doesn't have to suck. In fact, it's getting "sexy." I don't mean B2B marketing is starting to push the boundaries of what can be considered risqu. But it is starting to employ the elements that make B2C marketing work - which makes B2B attractive to progressive marketers. Core to this transformation are insights derived from data and applied in a creative fashion.

  • The Impact Of Viewability On Creative Advertising in Online Spin on 02/03/2016

    Viewability is fast becoming the standard for online advertising, but the implications for its full acceptance still need to be discussed. While a lot of good comes from this change, we should be aware of the challenges that come as well -- at least so we know how to respond.

  • What Will Your Legacy Be? in Online Spin on 01/27/2016

    In addition to my day job running marketing for my company, I also study the role of the CMO and the craft of marketing itself as other people -- in other companies and categories -- practice it. To do that, I speak to other CMOs and ask them questions about how they do what they do. Recently I was intrigued by one question that was asked by someone else in a conversation: What will be your legacy at the company where you currently work?

  • Marketing Tech Succeeds Because It's Not About Impressions in Online Spin on 01/20/2016

    Dave Morgan wrote an insightful column last week about how ad tech is going to get eaten up by marketing tech in 2016. Dave is one of the smartest, classiest people in the digital business, so I think he was being too nice in his assessment. Marketing tech already triumphed last year - and 2016 might be even harder for pure ad-tech companies.

  • How Many Digital Ad Execs Does It Take To Screw In A Bluetooth-Enabled Light Bulb? in Online Spin on 01/13/2016

    That's the question asked this year at CES. The event has quickly become the way the digital media industry kicks off its year, one party and client meeting at a time. I was there, and as far as I can tell, the answer to the question is about 1,450 - that's approximately how many people I saw from our industry in Las Vegas.

  • The Big Truths Of Ad Tech (Let's Be Positive) in Online Spin on 01/06/2016

    I just read a really great article from Jim Spanfeller, chairman emeritus of the Interactive Advertising Bureau and CEO of Spanfeller Media Group, that talked about the big lies of ad tech. He was absolutely correct in most of his opinions. That being said, I do think the space is getting a bit of a verbal beatdown right now, and it deserves a little love. So rather than be a downer, I wanted to write something with a more optimistic point of view.

  • The Agency Review Process: And The Winner Is...  in Online Spin on 12/22/2015

    I haven't done a final count, but it's safe to say the lion's share of the largest media accounts on the planet went into review over the last 12 months - and what happened was basically a game of musical chairs, with the same usual suspects getting picked. In this kind of situation, who really wins?

  • Educate, Don't Oversell, To Battle Data Fatigue in Online Spin on 12/15/2015

    Buzzwords run rampant this time of year, as everyone readies their predictions for the coming 12 months. Pundits prognosticate about what trends and fads will gain additional traction or simply fade away. This time last year the biggest over-used buzzword was "Big Data" - and now that we're approaching the end of 2015, data fatigue has officially set in.

  • Debate Will Shape The Ad Business in 2016 in Online Spin on 12/09/2015

    2016 is shaping up to be an interesting year. If there's one thing we can all absolutely agree on for next year, it's that there will be very little to agree on. 2016 will be all about debate and the possibilities the future offers, so it could be an amazing year for our business.

  • Defining Probabilistic Data, And Using Embedded Marketing Management in Online Spin on 12/02/2015

    Do you know the difference between probabilistic and deterministic audience data - and how people are using these different types of data to build more effective marketing and advertising programs? These two words have been thrown around quite a bit lately - and since most people in advertising hate to use words with this many syllables, they must be important. So here goes:

Comments by Cory All comments by Cory

  • Innovation Comes From Inspiration -- And No Computer Has EVER Been Inspired by Cory Treffiletti (Online Spin on 09/02/2015)

    And i should give credit where it's due - this topic came up from a conversation at the recent Brand ConFab event in SF.  Check out their events here (and in full disclosure - this is my wife's new company) - http://www.brandconfab.com

  • What WON'T Happen In 2015? by Dave Morgan (Online Spin on 12/04/2014)

    Dave - keep an eye out for my un-predictions today. I completely stole your idea on what "won't" happen in 2015, but i hadn't seen yours yet. I guess great minds do think alike! I hope all is well on your end!

  • Attribution And 'The Matrix' Trilogy by Cory Treffiletti (Online Spin on 05/07/2014)

    If attribution is idiotic, Mike, then why is Google buying Adometry? Why is AOL buying Convertro? I think you may be missing the point.

  • Are You Hiring, Or Not Hiring, Based on Age? by Cory Treffiletti (Online Spin on 04/02/2014)

    Paula - i see you comment on everyone of my posts and are always very counter to whatever i write. If you hate my writing so much, how come you always comment?

  • Marketers Need To Be 'Polite' by Cory Treffiletti (Online Spin on 01/15/2014)

    i dont disagree with your comment, but i think you are missing the point. tv and video advertising are not data driven marketing tools. they are not audience based buys. they are standard interruptions. the polite concept is based on using data to inform an interaction.

  • 10 Things That Make New York Media Great by Matt Straz (Online Spin on 08/26/2013)

    Great piece Matt - i am going to have to do a response about the bay area this week. You inspired me!

  • Using What You Know To Power What You Do (No Buzzwords Allowed) by Cory Treffiletti (Online Spin on 06/26/2013)

    Its interesting that you take the idea that far. What is your perception of how private that information actually is? All companies have to live by all established privacy rules and regulations and that stands for the internet as well as every other company you interact with. Your grocery store, your phone company, your cell provider, your credit card companies and even your bank. Everyone of those companies has been using these methods for many, many years and the acceptance is quite high. How is this any different?

  • Integrating Marketing Key, Yet Challenges Remain by Steve McClellan (MediaDailyNews on 04/29/2013)

    The other missing element in a strong integrated marketing effort is the data - how do you leverage audience segmentation across ALL channels and maintain a cohesive message, understanding your customer and customizing their experiences no matter where they interact with your brand.

  • Pick One Horse In The Race -- Or Else Even When You Win, You Lose by Cory Treffiletti (Online Spin on 04/10/2013)

    When you write an article every week for over 11 years, you tend to hear a lot of feedback; some of it good, some of it bad. I read what people write in response to my columns and in many cases I get direct emails from people. Sometimes they write their responses in other online forums, but in just about every possible case I end up hearing about it. Last week’s article got a LOT of that kind of discussion going. In my last column I made the statement that when a brand picks more than one agency to handle its business, they lose because they create a situation that breeds agency infighting. I stand by that statement, but I feel the need to clarify because its clear that many people completely missed the point of the piece. For a multiple agency situation to truly succeed, the customer needs to take an active role in strategic planning and they need to establish guidelines. If they don’t then they set everyone up to fail. You cannot rule in a league of mercenaries. You cannot establish order when herding cats. You cannot expect rank and file organization when you lead an army of pirates. At some point every agency in that relationship has a goal to grow their business and that happens by decreasing the business somewhere else. The client's responsibility is to take the guesswork out, lay the framework for the relationship and parameters by which everyone operates. Too often people miss the point because they hear what they want to hear. This means they are less open to hearing the other side of the issue. That’s just too bad.

  • Where Does The Time Go? by Cory Treffiletti (Online Spin on 03/13/2013)

    Sorry if that was not clear - i actually think Tumblr may fall off the list and something else entirely will come along.

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