John Douglas

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• Data-Driven Creative Still Needs Good Creative in Digital News Daily on 10/20/2017
  

  Online advertising's evolution is largely driven by technological innovation. But with each new iteration of technology, advertisers are forced to decide how they want to reach consumers. These decisions have as much impact on the industry as the technology itself. Case-in-point: the recent scare over brand safety was a direct result of advertisers prioritizing audience targeting over content, a strategy that cannot guarantee harmless conditions. At the same time, we've seen a rise in intrusive ad formats, such as out-stream video, as advertisers race to capture dwindling consumer attention. Finally, we're seeing long-gestating privacy issues peak, as companies like Apple build tracking prevention tools into their browsers to curb unwanted retargeting.

• Audience Buying Delivers People, Not Safety in Real-Time Daily on 06/02/2017
  

  Programmatic technology and automation swept through the industry in the past half-decade, shifting the buying focus to audience while diminishing the importance of content adjacency. Brands are so eager to find the "right" or "best" consumers that they give less thought than ever to the kind of content the ad appears alongside. The current panic over YouTube is what happens when that pendulum swings all the way to one side.

• What's Stalling Contextual Targeting For DCO? in Real-Time Daily on 03/29/2017
  

  The number of advertisers buying online media without some level of audience targeting attached to the buy is dwindling. At the same time, absolutely no advertiser would ever make a dynamic creative buy without leveraging multiple forms of data for targeting, nor would they leverage programmatic without using several signals for more efficient buying. Given this logic, the prevailing wisdom would tell us advertisers are likely using every data point at their disposal for dynamic creative campaigns, especially if they want to achieve maximum efficiency in the optimization process. However, this isn't true and some forms of data are overlooked. In particular, contextual data, which is used in numerous ad serving and marketing disciplines, is notably underutilized in dynamic creative optimization (DCO), much to the detriment of marketers

• In-Browser Viewability Can Move Advertising Away From Legacy Of Waste in Real-Time Daily on 08/17/2016
  

  With a clear definition of a viewable impression in hand, it's time for viewability technology standardization. Advertising needs viewability that is consistent, comprehensive, and widely understood. By adopting standardized measurement tools, the entire industry can operate from the same place, leaving no barrier to viewable impression-based transactions.

• Why Advertisers Need To Embrace Adaptive Streaming in Video Insider on 07/08/2014
  

  What's the best part of online video? That it's video. As new multiscreen habits take over TV consumption, online video has become increasingly significant for advertisers to reach and engage their audiences. It was a key bit of technology that brought us here, coupled with the drive of broadcasters who recognized the demand for a TV-like experience online. It's time for advertisers to start caring about the experience as well.

• Video: Is It Time For A Sanity Check?  in Video Insider on 04/28/2014
  

  While we marketers are engaged in active conversations about improving the reach and effectiveness of video advertising (and let's not forget operational efficiency), there's no better time to do a sanity check on all things video already on the table. Are we missing out on major benefits that are right under our collective industry noses? I would answer: Definitely, yes.

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