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Dave Morgan

Member since March 2008Contact Dave

Articles by Dave All articles by Dave

  • Moving Past The Echo Chamber Of Our Own Jargon in Online Spin on 11/17/2016

    GRP. CPM. CPA. DSP. DMP. That is how we talk to each other. That is how we talk to our clients. That is a problem.

  • Just The Facts, Please -- In Our Industry As Well As Politics in Online Spin on 11/03/2016

    I've never before fully appreciated the importance of people and politicians grounding their analysis and arguments in facts and logic to the level I do now. There's nothing like a dizzyingly crazy U.S. presidential campaign, along with a spate of rhetoric-filled, emotional debates on issues like climate change, immigration, media partisanship, policing, race relations and the rise or fall of crime in America, to make you appreciate the importance of fact-based discourse.

  • Many TV Networks Growing -- Just Not The Big Ones in Online Spin on 10/20/2016

    Headlines about TV viewership have not been particularly positive. Common themes lately have been: "TV ratings plummeting," "NFL viewership in decline,""Millennials unplug from TV," or "Cord-cutting, cord-shaving growing." Then there's a big favorite lately: "TV can't deliver reach like it used to." While there's some truth in all of these ideas, they don't tell the whole story of TV viewership today.

  • The NFL Is Not Bulletproof in Online Spin on 10/06/2016

    What's behind the downturn in ratings for NFL games so far this season?

  • Keys To Transparency in Online Spin on 09/23/2016

    Everyone is pretty much past any notion that the ad industry doesn't have a transparency problem. We know it does. The issue has been around the U.S. biz in its latest forms for a number of years, and certainly got worse over the past five. And, thanks to the ANA, K2 and Ebiquity, the issue is now part of the discussion whenever and wherever industry folks get together. We will certainly hear a lot about it next week, when Advertising Week descends on New York City.

  • The Most Important Book I Read This Summer in Online Spin on 09/09/2016

    Like many of you, I suspect, I've been a bit bewildered by the amount of popular support for Donald Trump and his rhetoric. After reading Peter Drucker's "The End of Economic Man: The Origins of Totalitarianism," I have a much better understanding of Trump's rhetoric and the reception he's been given by portions of the American populace today.

  • Marketing Technology Will Collapse The Digital-Ad Supply Chain in Online Spin on 08/25/2016

    I've written a couple of times recently about my views on the rise of marketing technology and its implication for our industry. Lots of folks have been reacting to it, so I'm taking that as a message that I should continue to push forward on this meme. I believe that the rise of mar tech is going to have an enormous impact on the structure and operation of the digital advertising supply chain. Put simply, it will obliterate the supply chain as we know it today.

  • Will The 'Open' Set-Top Box Break The TV Ad Bundle? in Online Spin on 08/12/2016

    The "opening" up of the television set-top is getting a lot of attention these days. The Federal Communications Commission has called for pay TV providers to "open" up TV set-top box standards so that consumers can buy devices directly from third-party manufacturers, and President Obama added his very public support last week.

  • Will Blockchain Put Consumers In Charge Of Ad And Marketing Industry? in Online Spin on 06/17/2016

    Blockchain, the technology behind Bitcoin, is likely to have a significant impact on the world of advertising and marketing.

  • Why Don't Most Large Advertisers Treat Marketing As A Core Competency? in Online Spin on 05/19/2016

    As Peter Drucker taught us, marketing is the distinguishing, unique function of a business. But how come so many advertisers don't seem to make marketing a core competency?

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