15 results
  • Everything Wasn't So Great In Programmatic
    Sometimes, the best way to make a point is via send-up. Grab a song from a classic Broadway musical and adding your own media spin. ...
  • What Digital ROI Is Really About, In Three Words
    To properly calculate return on digital media investment we must take into account two other words beginning with the letter I: intent and impressions. What is the advertiser's intent? Simply ...
  • The 3 Most Important Words In Digital Marketing
    Ideally, all parties in the digital-media supply chain intend to deliver positive outcomes at the fairest, totally transparent price. ...
  • Digital Media Imperative: Stop Bot Fraud Before It Can Happen
    Advertiser money lost to bot fraud is the biggest impediment to digital media being optimized for trustworthy, transparent uses and positive, measurable brand outcomes. Yet a recent study reported only ...
  • Back To The Future: The 12% Commission
    The latest edition of the Association of National Advertisers' "Trends In Agency Compensation" report shows a rebound for the media commissions model, jumping to 12% this year from a low ...
  • Welcome To The Tin Age Of Marketing
    Technological innovation makes television look like tin can to tin communication on a string. Yet people aren't happy, like the '50s. And marketers aren't either. Why? ...
  • Digital Bill Of Rights (Proposed)
    I'm glad Randall Rothenberg and Scott Cunningham at the IAB have decided to take action to recognize that consumers have the right to block digital ads... as part of what ...
  • Why I Don't Fast-Forward Through TV Commercials
    I was not surprised recently when I read a MediaPost article reporting that fast-forwarding through TV ads happens way less than many people realize. That inspired me to share my ...
  • Native: Why And How
    I believe native advertising is the best thing to happen to digital advertising since GM O'Connell's agency, Modem Media created the first banner ad that ran in Wired in 1994. ...
  • Measuring Consumer Engagement: A Great Concept That Has Never Been Tried
    What does it take to get a consumer to engage with that ad? Because if they don't engage, they won't think better of the product advertised or, worse yet, won't ...
  • It's About More Than Big Data
    Big data is not a shiny new toy...not the digital flavor du jour. That said, with Big Data, I think there is a lot less there than meets the ...
  • The Demand Chain Is More Important Than The Supply Chain
    The demand chain is simplicity on steroids -identify the right message, deliver the right experience. What consumers demand (or at least want), and it's possible to create brand loyalty beyond ...
  • I Heard It Through The Grapevine
    Making Measurement Make Sense (3MS) has provided principles and solutions to pressing issues of digital measurement standardization. The one that seems to get the most attention is the proposed move ...
  • Whither The Viewable Impression Pilots?
    Industry discussions of viewable ad impressions and cross-media platform comparability using common metrics have become more frequent and more intellectually robust as Making Measurement Make Sense (3MS) has continued. 3MS ...
  • Of Myths And Missives
    Lately 3MS has been widely referenced in blog posts and presentations on digital measurement. It has spilled over into broader contexts like cross-platform measurement, and shows up at venues focused ...