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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

  • Did You Hear The One About A Consulting Shop Winning A Media Agency AOR? in Online Spin on 07/01/2015

    A few weeks back, I wrote a column about the evolution of the agency business that resonated with many of you. Still, a key concept I proposed in the column seems to have been too subtle and sped past many of the folks who read it, so I decided to clarify that concept this week. Simply put, a big change is in the air as a result of all the media business currently in review. I predict one of the large consulting companies will win a media review, stealing the business away from the media agency holding companies and signaling a sea change in the landscape.

  • The New Creatives Are Data Geeks Too in Online Spin on 06/24/2015

    Cannes is about creative, but this year the creative conversation is laced with something more than rose -- it's laced with talk of how data can finally be used to influence the creative process.

  • Twitter Has A Unique Opportunity in Online Spin on 06/17/2015

    Where is Twitter headed? The surprise resignation of Dick Costolo has almost everyone I know asking "Who, where and when?" - who will take over, where will the company go, and when will all this happen?

  • The Importance Of Vision In Leadership in Online Spin on 06/10/2015

    What is "vision"? Simply put, it's the common alignment of a group of people aiming for the same goal. Whether it's sports or business, having a vision is the single most important thing to motivate a team of individuals. Without it, you have chaos and you can't possibly succeed.

  • The Oligopoly Response To Media Fragmentation in Online Spin on 06/03/2015

    For all the talk of fragmentation in media, isn't it funny how similar the digital media business is to the old TV business? In the old days, an advertiser had three network television stations to choose from (ABC, NBC and CBS). These days you have the majority of dollars focused on the primary networks and a few major cable providers, plus a strong pool of innovation driven by players like HBO and Netflix. The Internet is actually very similar, albeit reversed in its path towards the same outcome. In the early days of the business there were many options for how to spend your dollars, but if you look at the way the business has consolidated, you have a few major players that take the majority of the ad dollars (Google, Facebook, Twitter, Yahoo, AOL, Microsoft) and a pool of innovative companies that deliver audience and are evolving to deliver media revenue (e.g., SnapChat, Pinterest and more).

  • The Evolution Of The Agency Biz Is Clearer Than You Might Think in Online Spin on 05/27/2015

    The advertising business now changes about every 10-15 years. We're at the tail end of the Media Era, about to enter the Technology Era, which will be unlike anything we've seen in the past.

  • Content May Be King, But Data Is The 'Hand' in Online Spin on 05/20/2015

    The recent news of AOL being acquired by Verizon created a firestorm of activity in the press, signaling the pendulum shifting. Once again we're hearing "content is king." The fact is, content may be king, but data is the "hand of the king" (to further bludgeon a "Game Of Thrones" reference).

  • My Binge-Clicking Experiment Reveals The Web Is Too Targeted in Online Spin on 05/13/2015

    I experimented to see what would happen if I started "binge-clicking" - basically, clicking on at least one ad on every Web page I was on for a predetermined period. I did this for two days and learned some interesting things: namely, that clicking on ads creates a significantly smaller universe for my media experience.

  • The Impending War For Talent in Online Spin on 05/05/2015

    There's a war going on, but you may not have noticed it. It's a subtle war that's about to heat up substantially over the next few years: the war for talent! Companies are going to be fighting for the best talent to fill a bunch of open positions, realizing that not every hire will be an A player right out of the gate.

  • Marketing Is Now Even More Exciting - Here's Why! in Online Spin on 04/28/2015

    Fellow Online Spinner Dave Morgan recently wrote a column on whether awareness and attribution can live together in an advertising-centric world. His assumption was "yes" - and he cited Sharon O'Sullivan from Discovery Communications (and others) as proof that media execs feel the same way. I'd like to take things a step further. I would simply add that if you don't feel this way, you should be planning your retirement.

Comments by Cory All comments by Cory

  • 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.

  • Sorry, I Don't See The Web Going 'Native' Anytime Soon by Cory Treffiletti (Online Spin on 12/05/2012)

    I rarely actually respond to my responses, but this is a hot topic so i feel i have to. I appreciate everyone voicing their opinion, but the defense that i keep seeing is that Facebook and Twitter are considered native and that just bolsters my opinion. Facebook and Twitter and single use ad placements, meaning what you do with them only works with them. You can generate reach their, but ti be a successful brand you have to reach your consumer in other ways, not just on Twitter or Facebook. Plus, lets be honest, not everyone is on Twitter and Facebook. Younger audience do not use Facebook and more aged audiences do not use Twitter. Now using these platforms as a component of your mix is smart, and i state that in the article They are just not the only place to run your marketing. That being said - i love a good debate and i REALLY appreciate you all bringing your points of view to me. It helps me to se other sides of the discussion. Thank you!!

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