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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

Articles by Cory All articles by Cory

  • Why Advertising And Marketing Are Actually Very Different in Online Spin on 10/19/2016

    Advertising and marketing; these two words get thrown around quite often and many people think they're synonymous at first glance, but in reality they are very different. I used to think advertising could be considered a subset of marketing, but I don't even think that's true anymore. They are different languages, different tools and different types of knowledge with very complementary outcomes. The differences are demonstrated in the ways we think about ad tech and martech.

  • Political Marketing Sucks -- But I Still Have Hope  in Online Spin on 10/12/2016

    By this point in the process you pretty much know whom you're going to be voting for come Nov. 8. In many cases you truly don't like either of the two main candidates (debate performance certainly isn't wooing you) and the secondary ones aren't doing much of anything to garner your attention (other than forgetting the names of world leaders). This column is simply about how political marketing in 2016 is a different beast than any other form of marketing I have ever witnessed - and I hope may never see again.

  • When TV And Digital Merge, Good Things Happen in Online Spin on 10/05/2016

    According to many sources from Forrester and beyond, this is the year when digital media ad spend surpasses TV. That's nice and all, but the true anticipation for the future is when TV itself transforms to being part of the digital landscape and the dollars invested in "digital" effectively double almost overnight. Most of the foundational elements of advertising today are setting the stage for a digital, addressable, television landscape. At the core are data and cross-device methodologies.

  • 'I Taped The Game' (And Other Antiquated Phrases) in Online Spin on 09/28/2016

    We live in a period of amazing innovation and technological advancement progressing at an unbelievable rate these days. As a result, many of the phrases we grew up with are becoming quaint anachronisms.

  • Is 1-To-1 Marketing Worth The Investment? (Hint: Trick Question) in Online Spin on 09/21/2016

    For many years the industry has talked about one-to-one marketing. I've said for year's that's an unrealistic expectation. To target on a one-to-one basis requires customized messaging based on a multitude of inputs that are changing rapidly. The development of a true one-to-one effort would require a massive investment in technology and an unwavering trust in that technology. While I do trust the technology and while I do think an investment is warranted, I would argue that investment should be made against "group-based" segment targeting rather than one-to-one, with a mind toward the maximum ROI for that investment.

  • How Identity Is The Key To Omnichannel Marketing in Online Spin on 09/14/2016

    The ability to identify and recognize a person, attaching a face to a name and a background to that person, is an inherently important skill. And a successful brand has to employ these same skills, capable of identifying an audience, recognizing whether these are current customers, prospective customers, or someone who may never be a customer, and personalizing their engagement with the brand. Being able to do so is crucial, especially as we head toward a true omnichannel ecosystem.

  • Dear Start-Up: Are You A Feature Or A Product? in Online Spin on 09/07/2016

    The start-up scene is in a state of change right now - at least partly because there are too many companies out there who haven't fully thought through their offering. Too many companies' core offering is really only a potential feature for a larger product vs. a stand-alone product with broader implications. Those "feature-led" companies need to come to terms with where they fit in the ecosystem.

  • It's Not a Millennial Thing -- It's The Economy in Online Spin on 08/31/2016

    These days you read article after article and hear session after session at conferences that millennials represent a different mindset and a different approach to business. But more than how they were raised, it's the economic environment affecting them. In short, I don't think it's a "millennial thing." I think it's an "economic thing."

  • Life Doesn't Suck, And The Internet Shouldn't Either in Online Spin on 08/24/2016

    When did it get ok to start hating everything and to publicly convey your negative opinions in a demeaning, hurtful manner? When did society become so blatantly angry? When did the trolls take over?

  • Simplification Of The Datascape & Mediascape  in Online Spin on 08/17/2016

    Being an ad guy at heart, and one who specifically grew out of media, I love seeing the role of media professionals become front and center in the digital economy. But it's interesting because media is getting both easier and harder at the very same time.

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