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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

Articles by Cory All articles by Cory

  • Finding The Right Partners To Help Weather The Storm in Online Spin on 09/30/2015

    In case you haven't noticed, things are a little crazy right now. Wall Street is responding to many different unstable elements and the market is going up and down too quickly. With the economy in such a state of flux, and the possibility of an impending correction looming, the marketing and advertising environment will be scrutinized as it was in 1994, 2001 and 2008. How are you going to weather the storm?

  • The Sad State Of Mobile Advertising (I'm Crying On The Inside) in Online Spin on 09/22/2015

    Let's be honest for a minute. My wife and I both love advertising. We're an anomaly in a lot of ways, but one is we tend to discuss what we like and didn't about the ads we see ("Chicken parm, you taste so good" is our current favorite). Last week, when I was coming up with my idea for this week's column, we coincidentally commented on the very same thing in passing conversation. The topic was what I decided to discuss this week. Simply put: The majority of ads on mobile SUCK!

  • Measurement: Data In & Data Out in Online Spin on 09/16/2015

    The data-driven marketing industry is extremely focused on 50% of the story - the "data in" component that drives targeting and personalization - but what about the "data out" element? Are you spending the same amount of time on measurement as you are on targeting?

  • The Unicorn Is An Endangered Species in Online Spin on 09/09/2015

    I meet with entrepreneurs quite often. Doing so helps me be better at my job because I routinely train myself to look at challenges from a fresh perspective. sThe problem is, there are too many entrepreneurs - and many of them have a high sense of expectations and self-worth. Most everyone with an idea thinks they can build a business, and who am I to tell someone not to pursue their dream? When I meet with entrepreneurs there are always certain criteria I look for, and specific questions I ask them to answer.

  • Innovation Comes From Inspiration -- And No Computer Has EVER Been Inspired in Online Spin on 09/02/2015

    Programmatic and automation will never take over the marketing industry 100% because a machine can never be inspired, and innovation is driven through inspiration. Inspiration is driven through the marriage of emotion and hypothesis-and to date, computers are not capable of either one (at least not in the real world--they certainly do in the movies). That's why the age-old debate over "art vs. science" can never be won in advertising or marketing. Both sides are necessary for success.

  • Why 'Campaign' Is Fast Becoming A Dirty Word in Online Spin on 08/26/2015

    The term "campaign" is outliving its purpose in the advertising and marketing world. The concept is too linear and implies the brand is on control of the conversation, which is no longer the case. Lots of brands are coming up with other vernacular to describe the process, and you should as well.

  • Three Proven Steps To Data-Driven Marketing in Online Spin on 08/19/2015

    Data-driven marketing is a complicated business, but there's still a simple way to break down the market and develop a strategy, one that's easily taught to all members of your marketing org.

  • Amazon, Walmart, And Wingtip: Size (And Loyalty) Does Matter in Online Spin on 08/12/2015

    A few weeks back, Amazon announced earnings, and quietly surpassed Walmart in market valuation. How was this not bigger news? When I wrote this article, Amazon's market value was estimated at about $244 billion, while Walmart's estimate was around $229 billion - which means a virtual store is worth more than the world's largest physical store.

  • The Impending Move To Cord-Cutting Signals Massive Revenue Shift For TV in Online Spin on 08/05/2015

    In the next 12 months, the concept of cord-cutting is going to really take hold - a huge opportunity for television companies, as they continue the shift to become digital-first and look to replace revenues lost from the traditional cable consumer.

  • Please, Like, Don't Say 'I Think' Anymore -- Ya Know? in Online Spin on 07/28/2015

    In a world where we're all running a million miles an hour, it's incredible how little attention we pay to how we speak. Sadly, we've begun to lose the art of spoken language. I think the worst example of this trend is the increasing use of what some people call "lazy fillers" in speech.

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) -

  • 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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