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Skip Brand

Member since February 2010Contact Skip

  • CEO Martini Media Network
  • 880 Harrison Street, Suite 301
  • San Francisco California
  • 94107 USA

Articles by Skip All articles by Skip

  • Programmatic Data Doctors To Watch In 2015 in Programmatic Insider on 01/20/2015

    For programmatic to truly lead all forms of digital marketing, data experts -- or what I refer to as "data doctors" -- need to lead the industry in a complicated digital world. This includes simple data experts who can talk directly with their brand patients. Today's data doctors are without borders and have their own horizontal or vertical specialties.

  • Programmatic Brand Advertising's Mount Rushmore in Programmatic Insider on 01/08/2015

    Mount Rushmore National Memorial is a sculpture carved into the granite face of Lakota Sioux near Keystone, S. D. The iconic symbol of leadership and greatness was created in order to promote tourism in the region. Today, we have our own pioneers and leaders in programmatic brand advertising who could create a virtual Mount Rushmore. Let's look at each of these individuals in detail.

  • Six Flags: Mobile Ad Exchanges Are More Than Amusing To Brand Advertisers Now in Programmatic Insider on 12/02/2014

    Mobile ad networks can specialize in in-app advertising, android, iOS, tablet-only, mobile video, and so on. This is a very busy space -- but few stand out as much as the top six who have planted their mobile flag and began to capture brand market share.

  • Fantastic Four: Comparing Agency Trading Desks' Programmatic Efforts  in Programmatic Insider on 11/25/2014

    The Fantastic Four agency holding groups, and their respective trading desk efforts in programmatic, have been debated, followed, loved and hated. Many have even made recent game-changing acquisitions and investments to strengthen their offerings and position for premium programmatic.Let's compare and contrast the big data and programmatic efforts of the Fantastic Four agency holding groups.

  • Lucky 7 Big Data Doctors And Programmatic Brand Advertising in Programmatic Insider on 11/18/2014

    Even though data management is a huge challenge for most advertisers and publishers, the industry is getting a handle on the must-have set of tools for DMPs and DSPs. The tough part of the big data is to prescribe solutions for brands and source different pieces of data from the web from paid, owned, and earned media. There is now a "lucky seven" of data doctors who started working in third-party data and direct response and have now moved to first-party data and branding. They have done a great job as data partners and are helping to move digital advertising and programmatic to more than data storage, dashboards and collecting third-party data.

  • The Big Five And Programmatic Brand Advertising  in Programmatic Insider on 11/11/2014

    The Digital Big Five (Google, Facebook, Microsoft, Yahoo and AOL) have strategically built, bought, and partnered to ensure they lead in direct digital sales as well as programmatic.

  • Programmatic & Big Data Nerds: It's Marathon, Not Sprint in Programmatic Insider on 11/05/2014

    Everyone -- especially runners -- loves the New York City Marathon. The same passion can be felt by programmatic and data enthusiasts. Programmatic buyers and sellers are constantly sprinting for new inventory, the latest technology, reducing costs, fighting for more control, transparency, and measuring attribution. Data speed freaks are quickly aggregating DMPs and building cookie pools while wrestling with third-, second-, and first-party data. Similar to planning to run the NYC Marathon, brands and publishers need to determine goals, KPIs and business objectives. Brands that do not train (or in the case of programmatic and big data: do not test, learn, model, and explore) will not find success or finish strong in order to move from being simple joggers to full-fledged runners.

  • Time-Based Programmatic Solves Advertising Attention Deficit Disorder  in Programmatic Insider on 10/28/2014

    Time-based metrics are getting everyone's attention at the moment because buying proxies of time are much better than buying clicks. Brands are fighting for a slice of a consumer's life, and time is the best measurement to understand if advertisers' efforts are successful. Moving marketers away from click-throughs and impressions to time-spent metrics is a movement in the right direction. Many believe the catalyst will be the combination of attention metrics and programmatic. This seems to work even if pricing goes up somewhat for brands.

  • Is Premium Programmatic Just Like The Ryder Cup?  in Programmatic Insider on 10/21/2014

    The programmatic trading landscape is evolving fast. As a result, there are considerable differences in the way the U.S. and European markets are developing. Real-time bidding (RTB) first emerged in the U.S. as the initial phase of programmatic. Europe did not simply imitate the U.S., but also adapted to meet the needs of countries, partners, agencies, and brands. Similar to when the Americans led the Ryder Cup before the 1980s, the British added in European players and now dominate the U.S. in this golf grudge match. The "Ryder Cup Trend" may be the case in premium programmatic due to the growth of the entire continent -- not just the U.K. market. Let's compare how the two markets are handling programmatic.

  • Programmatic In-House (Brands) Vs. Out-Of-House (Agencies)? Actually, Both Are Needed in Programmatic Insider on 10/14/2014

    Experts in programmatic believe in-house buying by brands plus value-added services from agencies are both needed to realize the huge potential of programmatic. There are five reasons why it's a good idea for brands to handle their programmatic efforts both in-house and with agencies. Let's start from the top.

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