Jonathan Mendez

Articles by Jonathan All articles by Jonathan

• Bye-Bye, Middlemen -- Header Bidding Is Here to Stay  in Real-Time Daily on 05/18/2016
  

  When the same publishers that are being crushed by the current ad-tech ecosystem throw out link-baity headlines that Google is going to kill header bidding, it gets attention. It's important, however, to read between the lines. Google has validated header bidding with its recent announcement that in the next year it will offer its own version for publishers. Google knows what every publisher that has moved to header bidding knows: Header bidding is here to stay, and is truly the transformative step for publishers to take ownership of their media for the first time. Header bidding is what is going to kill the middleman. Goodbye, LumaScape!

• Publishers Are The Bread In The Intent Sandwich in Real-Time Daily on 03/25/2016
  

  The Web is the only user-controlled medium. The more a publisher allows for visitor events to define run time or dynamic rules, the better the ability to deliver relevance to brands and consumers.

• Delivering Contextual Relevance Through Segmentation in Online Media Daily on 09/18/2006
  

  Mass marketing in the digital age means marketing to many segments of the entire mass. In fact, we all know the very idea of "mass marketing" is road kill. Technology allows us as marketers to understand the individual segments of our audience and deliver messages contextually relevant to each segment.

Comments by Jonathan All comments by Jonathan

• D.N.T. Is Full Of B.S. by Ari Rosenberg (Publishing Insider on 08/04/2011)
  

  opt in

• Seven Years As A Search Insider by Gord Hotchkiss (Search & Performance Insider on 04/14/2011)
  

  Congrats Gord. You've been an important voice in the industry. We owe you a debt of gratitude.

• The Efficient Frontier of Display ROI: UGC, Porn, & Torrent Sites? by Paul Knegten (Online Media Daily on 12/01/2009)
  

  Interesting thoughts but I'd say it's quite expected that UGC, Porn and Torrent sites are heavily trafficked and are the Wild West of the Web. Interestingly if these sites are so valuable then a market system will drive the cost of their media up, no? The curveball is that the cost of the impressions across these sites is not really what drives ROI -it's CTR. This is why much of this type media is CPC or is backed into CPC. With so much inventory even (and especially) on top tier publishers, I'm not sure how long this super low CTR frontier remains more efficient.

• Can Innovation And Optimism Feed The Recovery? A Case Study Of Our Business by Cory Treffiletti (Online Spin on 10/14/2009)
  

  I actually think things look pretty good here in NYC! The start-up space is more vibrant than just about anywhere. A couple of thoughts: 1) It's easy to try and kill TV - but just last week cable had its largest audience ever for a show, 21M (for an early season football game). 2) The the viability of the leading companies that make up the California web, Google, Facebook, Twitter, MySpace are all reliant on advertising. 3) I agree that innovation is lacking, EVERYWHERE but surely microsites and social media are not the answer to what ails us. 4) Search is still incredibly under utilized and marketers with budgets never really "got" search because it is not a campaign based medium that mirrors traditional advert. 5) Cross media optimization is the future but few understand and fewer can execute due to siloed orgs & multiple agencies. It's clear to me that there is a tremendous undervaluation of web media. Innovation must come around quantifying and extracting the true media value. Once we do that we'll see a flow of ad dollars the likes no medium has ever seen. For the time being smart advertisers can run rough shot over cheap media leeching the value being created by other people's audiences, content & data through creative uses of technology. God Bless America.

• Figuring Out Social Media? The Answer Is NOT Advertising by dave.b and Max Kalehoff (Online Spin on 10/09/2009)
  

  There is real value in a consumer sharing her passionate experiences with a brand in social media. As in life, social and emotional connections are most valued when they are authentic. An army of 2,000 employees hitting social media and the very idea of social media campaigns themselves are neither authentic nor welcomed by most people. Ford is not my friend and never could be. Neither is Dunkin Donuts. People do not have shared interest with brands and the social web is all about sharing. But Scott Lewis could be my friend and might share my interest. Businesses should concentrate on doing what they do, doing it well, being honest, fair and responsible. Then the social media amplifiers will emerge, be authentic and truly valuable.

• Behavioral Targeting: Putting Lipstick on a Pig by Jaffer Ali (Online Media Daily on 08/10/2009)
  

  Bravo. I couldn't agree more.

• Going Out of Business: The End Of Search Marketing by Chris Copeland (Search & Performance Insider on 05/08/2009)
  

  Chris, where have you gone? Our job as marketers is to sell stuff. Focusing on brand perceptions and sharing these experiences sounds like you've been brainwashed by the big agency world. Brand perceptions and attributes are 100% in the consumer control now based on real life experience, not advertising. I say in the minds of most consumers your brands are not welcome to interrupt those peer-to-peer conversations. What you are welcome to do it help people achieve their goals. This is what search does so well and why it (and other performance advertising) continues to eat the lunch of soft metric brand awareness. If you want to focus on brand I suggest you forget perception/sentiment and focus on demand-gen that can help drive those back-end performance numbers.

• There Is No Excess of Inventory, There Is A Shortage Of Intent by David Koretz (Publishing Insider on 05/07/2009)
  

  Right on David. I echoed this sentiment earlier today on my blog declaring that the publisher must become the marketer: http://bit.ly/VnLuB

• Display Ads Do Have A Future -- We Just Can't See It Yet by Cory Treffiletti (Online Spin on 03/18/2009)
  

  Great post. According to eMarketer search spend is poised to double display this year. "Once in a whileyou get shown the lightin the strangest of placesif you look at it right" Look at search and you may be able to see the future of display.

• The Primary Problem With Online Display Is Audience Value by Cory Treffiletti (Online Spin on 02/18/2009)
  

  Better creative leads to better performance leads to higher value for content. So fix creative and you fix display. Cory, I couldn't agree more! Yet ironically, it is technology that will solve this problem. As I tell anyone that will listen, technology is the new creative.

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