• Managing Direct Sales In A Programmatic World
    It's no longer feasible to be a premium online publisher without a programmatic offering. The mistake, however, is an over-reliance on private marketplace or open exchange revenue to be successful. Direct-ad deals sold are your "Tom Brady" -- they march you toward your quarterly goal line. Programmatic is your kicker.
  • Programmatic Is Problematic, Even When It Works
    The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.
  • An Axios Of Hope
    Now is the time for publishers to figure out what they need to stop doing. There is structural damage that needs to be fixed if this business wants to remain standing. Publishers need to rebuild their entire sites from the ground up. If the idea of starting from scratch sounds impossible, or you wouldn't know where to start, there is a new publishing ray of hope to follow: Axios.com.
  • In A World Of Fake News, Is Advertising Now More Truthful Than Journalism?
    "Congress shall make no law... abridging the freedom of speech, or of the press." Those words are part of the foundation on which this country was built, what defines us as Americans. But that was before social media gave all citizens the ability to send their words out to millions just by clicking a button. Our founding fathers wanted a country where people had the right to question their government. A free press was critical in ensuring that. But a free press has led us to a world of fake news, where that right extends to allowing citizens to say ...
  • New Year, Same IAB (Interactive Advertising Bull)
    It's a new year, and the Interactive Advertising Bureau is churning out the same old BS: "Digital Ad Market Soars 20% in Q3, Approaches $18 Billion"
  • What's In Store For 2017? Four Bold Predictions For Sports Media
    It's been an exciting and dynamic year in the sports world. We saw the Chicago Cubs win their first World Series since 1908, LeBron bring home a championship to Cleveland, the drama of the Rio Olympics and the Rams' return to Los Angeles. Alongside all of these industry highlights, the sports media world continued to adapt, as digital evolves and new players like eSports emerge as perhaps the next major "league." Here are four areas I'm watching for this coming year:
  • Programmatic TV Ad Buying Will Never Work
    First, let's define "work" in the context of old-media publishers and how buyers agreed to define it. Pre-new media, the definition of a "publisher working" was primarily defined by how many people consumed the content a publisher produced in any media, and the depth of this consumption. The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy ...
  • Programmatic Is Problematic, Even When It Works
    The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.
  • The Natives Are Restless
    In my last column, I shared some proof points to demonstrate the positive impact of native advertising. These were met with not only skepticism and doubt but downright anger. Most of the dissension was centered around the issue of deception.
  • Hyper-Telling Of Sports: The Next Frontier For Immersive Experiences
    Social storytelling has been a buzzword in the digital landscape for some time now. The rise of social has enabled publishers and brands to deliver authentic stories at the speed that social necessitates. But why "tell" stories when, through collaboration, we can actually enable users to participate in real, engaging content that puts them smack in the middle of the story itself?
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