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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

  • 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.

  • Customer-Centricity: Avoid Speeds And Feeds, Speak To Needs in Online Spin on 11/09/2016

    Every company pays lip service to being customer-centric, but in most cases it is simply that: lip service. Most companies simply come up short.

  • Welcome To The World Of Connected Creativity in Online Spin on 11/02/2016

    There's a trend in digital marketing that will result in what I am referring to as Connected Creativity. It's the ability for marketers to leverage data, create more engaging, more personalized storylines across channels and devices, and be truly creative in their execution. This three-dimensional strategy represents the evolution of the role of creative in a digitally driven marketing environment.

  • Strategy Is NOT The Role Of a Single Person in Online Spin on 10/26/2016

    If you take on a new role, either in your current company or a new one, I'd urge you to think twice before taking on the mantle of "Strategy" or "Brand Transformation" in your title, because it tends to put a target on your back. Unless you're part of a team designated to work on strategic initiatives, and unless that team is truly cross-functional, you're destined to fail.

  • 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.

Comments by Cory All comments by Cory

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