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Cory Treffiletti

Member since February 2002Contact 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

  • Welcome To The Year(s) Of TV in Online Spin on 01/18/2017

    Remember "The Year of Mobile"? Every year from 2006 all the way to 2016 was proclaimed the year of mobile, but in retrospect I think 2015 might have actually been accurately named. That feels like the year when mobile matured the most. Well, I'm here to make another bold proclamation: The years 2017 through 2027 shall be named the "Year of TV" -- every year, repeatedly.

  • What Does A.I. Really Mean For Marketers? in Online Spin on 01/11/2017

    The buzzword at CES, and what will probably be the buzzword for all of 2017, is "A.I." I guess I should actually refer to this as the buzz-acronym, since A.I. stands for artificial intelligence - but in terms of our industry, it should refer to automated intelligence. A.I. for marketing is about automating simple tasks that allow us to free up more of our time to be strategic, effective, and less iterative. There's nothing really artificial about it. It's about saving time and improving processes.

  • The Story To Be Written About 2017 in Online Spin on 01/04/2017

    Telling a story is not easy. Telling a story in 120 seconds is even more difficult. During this past New Year's Eve celebration, Google ran a two-minute TV spot that collectively closed the door on one of the most divisive and disruptive years in recent history. I am a fan of great creative and great storytelling and when I see it, I have to call it out. This was one of those examples.

  • Looking Forward To A New Year in Online Spin on 12/28/2016

    I remember when the digital media business was just a twinkle in the eyes of many people. The industry was small, but the digital ad part was even smaller, made up of about 300 people who were engaging with one another to help generate new thoughts and ideas. Conversations launched new concepts that eventually grew into companies and categories and created whole new ways of delivering messages to the consumer.

  • The Strongest Brands Satisfy Two Primary Elements in Online Spin on 12/21/2016

    Tesla, Apple, Microsoft: All of these brands have taken their lumps in the press over the years, but each one continues to succeed. They all understand a simple truth: For your brand to succeed, either in B2C or B2B, you must understand your consumers' two primary motivations as emotional and logical.

  • Never Let Your Ego Get In The Way Of A Good Idea in Online Spin on 12/14/2016

    My marketing resolution for 2017 is a simple one: Never let ego get in the way of a good idea. You may shrug your shoulders and nod your head, but this is easier said than done.

  • Artificial Intelligence Will Drive Consolidation in 2017 in Online Spin on 12/07/2016

    The biggest topic of the coming year is artificial intelligence. Everyone from Stephen Hawking and Elon Musk to Tom Cruise and Kanye West is talking about A.I. All the large enterprise software companies are launching products to automate various processes with machine learning. This step in A.I. development as it relates to our industry, is about optimization and matching people to offers, or people to messages that are likely to resonate. It's not about replacing a role as much as it is about improving it -- a necessary and welcome evolution in the digital media landscape.

  • TV Networks Consider Dumping Commercials For 468x60 Banners  in Online Spin on 11/30/2016

    According to an unnamed source, the major TV and cable networks are unanimously considering dropping the 30-second and 60-second commercial formats, replacing them with the old-school standard of 468x60 banners layered over content. The 468x60 banner was discontinued from wide use online about 12 to 13 years ago, but the networks all agree that the commercial format has no future and are looking for new ways to entice viewers to engage with ads. The one question they are still looking to answer: How does one click a banner on a TV screen? Did you believe that opening paragraph? There's no way you did. It's ludicrous.

  • Giving Thanks For The Ad Council (And All Of You) in Online Spin on 11/23/2016

    Every year I'm afforded the unique and wonderful opportunity of sharing my personal thoughts with all of you in this column on the day before Thanksgiving. This year I'm feeling especially sensitive to things that are going on around us. Needless to say, it's been a very interesting year. I am thankful that we all have a voice, and that our voices can be heard.

  • Coming Soon: The Creative War Room Of The Future in Online Spin on 11/16/2016

    Remember when all the rage was to set up a "war room" for monitoring social media while a campaign was live? The goal of these efforts was to enable brands to operate in real time, responding to customer feedback. This model could get revisited as we start thinking through the concept of connected creativity.

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