Thomas Triscari

Articles by Thomas All articles by Thomas

• The Ironic Sophistication Of Viewability in Programmatic Insider on 07/09/2015
  

  Why do marketers buy display advertising? Why do they deal with such a complex programmatic ecosystem? Why do marketers do any marketing at all? It seems reasonable to conclude that no matter which tactic marketers use, with so many choices at their fingertips, the answer should boil down to one simple objective: to connect a product or brand with its audience. However, when programmatic marketers attempt to achieve this mission, poor impression quality will stand in the way of making a real connection.

• What You Don't Know About Programmatic Will Hurt You in Programmatic Insider on 06/09/2015
  

  To keep kids out of trouble, mothers like to use common proverbs like "What you don't know won't hurt you." But if programmatic advertisers had a mother, she would avoid giving the same advice because "what you don't know about programmatic will definitely hurt you." The first blind spot for advertisers is not knowing where your programmatic budget really goes -- and how little actually buys viewable media. This pain point is clearly revealed once you've seen your own cascading waterfall of programmatic transaction fees.

• The Best Place To Look For A Solution Is In The Problem Itself in Programmatic Insider on 06/02/2015
  

  Last week, Real-Time Daily's Tyler Loechner wrote about the in-house dilemma brands are facing by saying: "It has become quite the catch-22 for many marketers: They want to keep as much control as possible, and the best way to maintain control is via in-housing. However, they may not have the required skills to in-house effectively." Let's rephrase this as a problem statement and then illustrate a straightforward solution theme: How should marketers go about maximizing control (ownership) and also push the trading buttons with confidence and competence (operations)?

• Transparency Acid Test Ratio in Programmatic Insider on 04/20/2015
  

  Transparency in the programmatic world is a game of smoke and mirrors. Don't look over here where I am doing something you may not like, but please look over here away from the main goal. This happens in too many programmatic dealings, particularly in the buy-side managed service offering. What's nice about this subject is that most players have come forward at one time or another claiming more transparency is better than less. What's even nicer is having a fair way to understand transparency and judge it on a case by case basis. This why the Transparency Acid Test is so useful.

• Three Strategies For More Programmatic Control in Programmatic Insider on 04/03/2015
  

  Programmatic is one of those game-changing solutions that then creates a new set of problems to solve, mostly around deployment, data readiness, data activation, transparency, transaction cost, know-how, asset selection, etc. So in-house is a solution to a problem caused by the shift to programmatic trading. Before we talk about alternative strategies, let's define what the word "in-house" really means.

• Pulling Back The Curtain On In-House: Let's Do The Math in Programmatic Insider on 03/16/2015
  

  Assessing programmatic financials has never been more important. Programmatic is quickly pushing marketers into marketing technologists, and permanently turning Mad Men and Women into Math Men and Women. These "marketologists" are rightly asking questions that can only be answered by breaking down programmatic math: Where is my money going? What am I really getting? What am I not getting? So let's shed some light on these questions by asking one big question: How large and sophisticated does my programmatic advertising program have to be to justify bringing it in-house?

Comments by Thomas All comments by Thomas

• The Eye Of The Beholder (This One's A Beaut!) by Joe Mandese (Programmatic Insider on 11/13/2015)
  

  If advertisers simply used available technology to run always-on A/B testing against their own definition of viewability, whatever that might be, then they would have much better directional information. It seems like the current viewability tools provide a false sense of safety, which in reality is always very valuable, particularly when buyers are rewarded for the act of buying, not necessarily rewarded for buying X to get Y. X Is only meaningful if Y occurs. Do viewability tools generate more of X instead of Y?

• The Rise Of The Programmatic Agency by Barry Lowenthal (MediaDailyNews on 03/20/2015)
  

  Amen

• Solving The Programmatic Puzzle With Advance Bidding by Shani Higgins (Programmatic Insider on 03/05/2015)
  

  Nice point of view. The implementation constraints mentioned at the end of the article are all very solvable. The cost to solve them is relatively small compared to the returns on this kind of investment. For big and medium publishers, the economics of investing $X to create advance bidding is much less than the constant stream of incremental yield flows plus greatly reduced adex clearing fees. It's a financial no-brainer. The risk free way to prove it out is to isolate a small piece of inventory and gradually expand. It will work for sure.

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