34 results
  • Google Is Masquerading Its Anticompetitive Moves As GDPR Necessities
    Google sure seems determined to grade its own homework and prevent any third party from checking it. ...
  • What Counts As Programmatic Maturity In 2017?
    With programmatic closing in on a saturation point of over 80%+ of digital display budgets, it's clear that the next stage of programmatic will be measured less by he bread ...
  • Future of Media is a Media Meld
    Media is advancing to the state where trends are both developing on individual tracks and are converging simultaneously creating a melding of opportunities. Smart marketers know that for their bra ...
  • Web U: The Big Budget Buster
    We all love a big budget, don't we? Clients with big budgets get wined and dined. Agencies with clients with big budgets make money ... and get to go ...
  • DSP Focus: A Multitude of Possibilities
    DSPs, or demand-side platforms, are hot. The online trade press is full of articles and commentary, but the definition of a DSP is still amorphous. Is it an agency exchan ...
  • Logging In: The False Darwinism Of Competition
    How many ad networks on one media plan are too many? If you are running a performance-based campaign, the answer may be two. Does that sound crazy? After all, it ...
  • Making Branding Pay
    Economic conditions being what they are, my agency partners have begun asking, "How can we justify branding budgets to our clients?" I generally answer their question with a question: H ...
  • Focus: Double Bull's-Eye
    So far, targeting online has been a big tease. The promise of being able to recognize an online user, know something relevant about them, and deliver some tailored message, h ...
  • Catching Click-Fraud Crooks
    More than 14 years have passed since wired magazine launched hotwired, the first ad-supported Web site. One would think 14 years is long enough to establish a media business th ...
  • Taking Measure: Making the Most of It
    As I write this, no word better describes the 2009 economic outlook than grim. Retail season projections look very pessimistic, and consumer confidence has dipped lower than any point ...
  • Taking Measure: The New Pollution
    Publishers are trying to raise the value of their "nondirect" inventory. Are they trying to solve the wrong problem? In almost every medium, ad inventory is a finite resource. Magazin ...
  • Taking Measure: Supplying the Demand
    When ValueClick announced its second-quarter earnings and lowered revenue estimates for the balance of the year, it blamed the weak economy and speculated that other online media companies will so ...
  • How To Make One-To-One Marketing Work
    Five steps that require commitment to implement, but have helped several major marketers improve the productivity of acquisition programs. ...
  • Taking Measure: Drifting Out to Sea
    Right around New Year's Day, everyone fires up a crystal ball and predicts the future. So when 2007 gave way to 2008, many believed this would be the year th ...
  • Taking Measure: Savor the Flavors
    If you are like many other marketers and media planners, you're probably struggling to make behavioral targeting work. Behavioral targeting confuses people. The term encompasses a wide range of tacti ...
  • Taking Measure: Taking Stock of the Trade
    I won't get wistful, but as I write, I'm finishing my last days as president at Marketing Management Analytics before taking over as CEO of [x + 1], a digit ...
  • Taking Measure: Deck Chairs on the Titanic
    Taking marketing work sure isn't easy. The fractured media landscape and continuing evolution of the Internet as a marketing environment has exponentially increased the complexity of managing consumer demand. ...
  • Proof: Consider The Consumer
    I'm a baseball nut. I love the game, and can find a baseball metaphor to explain just about anything. But ever since Michael Lewis's 2003 book Moneyball revealed how Oakla ...
  • Taking Measure: The Five Stages of Ad Failure
    When a campaign fails to return the hoped-for return on investment, many marketing organizations go through the equivalent of the five stages of grief: denial, bargaining, anger, depression and (hopefull ...
  • Column: Taking Measure-Modeling for Retailers
    Merchandisers tend to favor promotional tactics such as discounts, store-wide sales and newspaper inserts, knowing these strategies deliver short-term returns. But brand marketers know discounts don't build equity, and suspe ...
  • Proof: Looking At the Little Picture
    It appears that marketers are beginning to appreciate econometric modeling. Indeed, 70 percent of the Association of National Advertisers members now use econometric modeling to evaluate marketing ROI, according ...
  • Column: Taking Measure -- Learning the ABCs of RFPs
    Now that the New Year is under way and final budgets are set, many companies will be initiating RFPs for their marketing effectiveness programs. I get to see many ...
  • Taking Measure: Overcoming the Inertia
    All of a sudden, it seems like integrated marketing communications planning (IMC) is hot again. Particularly in consumer packaged goods (CPG), we are seeing clients launch new initiatives to bett ...
  • Taking Measure: A Need-to-Know Basis
    So who cares about measurement? Perhaps that's an odd question in a column called "Taking Measure." But the fact is that no one really wants to know the ROI ...
  • Taking Measure: Leading A Fast Company
    A recent study by spencer stuart found that the average tenure of a chief marketing officer has shrunk to just 22 months. Obviously that's not much of a window ...
  • Taking Measure: Get Capable and Confident
    The results of the association of national advertisers' third annual survey on marketing accountability reveal that marketers are slowly making progress in a crucial area: their accountability for the resul ...
  • Taking Measure: Follow the Buzz to Market
    Buzz marketing is getting a lot of buzz these days. Marketers in search of alternatives to a TV-centric marketing plan are experimenting with a wide range of tactics that broad ...
  • Column: Taking Measure -- The Truest Metric of All
    I recently attended aegis media group’s global meeting, where I had the pleasure to spend time with colleagues from all over the world, representing every imaginable marketing specialty. I spe ...
  • Column: Taking Measure -- Start Fresh With a Model
    With all of the focus companies are placing on marketing accountability, it’s surprising how well agencies manage to avoid consistent quantitative evaluation of their performance. Agencies rarely advocate for econometr ...
  • Taking Measure: Ask the Right Questions
    Choosing the right marketing effectiveness partner can be a challenge for many organizations. While the use of econometric modeling to evaluate return on marketing investment (ROMI) is becoming more commo ...