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Cory Treffiletti

Member since February 2002Contact Cory

Cory has been a thought leader, executive and business driver in the digital media landscape since 1994. Cory is currently Vice President of Marketing for the Oracle Data Cloud, following the acquisition of BlueKai and his previous role as SVP of Marketing. Cory has authored a weekly column on digital media, advertising and marketing since 2000 for Mediapost's Online Spin. Cory spent many years primarily on the agency services side of the business as a successful executive, media expert and/or founding team member for a number of companies. Cory was part of the initial team and VP Client & Media Services for i-Traffic (acquired by Omnicom), VP Media Services for Freestyle Interactive (acquired by Aegis/Carat), SVP Managing Director for Carat Fusion (Interactive), VP Media for Real Branding (acquired by Schawk) and President of Catalyst S+F. In the start-up media space his experience includes Director of Marketing for IUMA, the Internet Underground Music Archive (acquired by eMusic), Chief Marketing Officer for Sharkle (acquired by ViTrue, then Oracle), Co-Founder of Republic Project (acquired by DG/MediaMind) and Co-Founder of The Virtual Fan Network. Cory is a graduate of the Newhouse School for Public Communications at Syracuse University and is also the author of "Internet Ad Pioneers" (available on

Articles by Cory All articles by Cory

  • Internal Marketing Can Solve For 'Distraction Principle' in Online Spin on 04/19/2017

    The best-laid plans of mice and men often go awry. This proverbial statement is especially true for marketers in a corporate setting when disparate groups who rely on one another (at least to some extent) are unable to communicate in the proper fashion. For marketing success to happen, everyone has to be aligned - and in many cases they are simply too distracted to be aligned.

  • High-Level Respect For Past Good For Start-Ups in Online Spin on 04/12/2017

    There are two competing camps in the digital media landscape: those who respect the past and those who don't. These dichotomous points of view are never more visible than they are in the start-up world, where there's seemingly a war between the two.

  • I Mean, The Death Of Proper Storytelling Is Upon Us in Online Spin on 04/05/2017

    Storytelling requires thought. When you're thinking of the next thing to say, you tend to try and fill that void. I mean... this is where, ya know, you tend to fill in, ya know, with useless words that bring no value, ya know, and serve to do nothing more than distract the listener, right?

  • Brands Don't Care About Tech, They Care About Customers in Online Spin on 03/29/2017

    I read a lot of industry trades to make sure I know what's going on, and I talk to a lot of people who are tech marketers. These folks love to talk in terms of speeds, feeds and tech specs and brag about the vast quantities of data that are being processed at any single moment. Tech marketing is flooded with messages that are tech-focused, but marketers really don't care about tech. They care about customers. Marketers want to trust that your platform can do what's it's supposed to do, enabling them to generate results quickly or more efficiently. Your messaging does not resonate, and it actually can effectively turn off your end customer if you go too far down that path.

  • Two Sides Of A Marketer's Coin in Online Spin on 03/22/2017

    There are two sides to every coin, and a coin can't exist without both sides. The same can be said for marketing: You need a great product and a great story, and you can't succeed with only one of those elements in place.

  • Welcome To The 'United States Of Amazon' in Online Spin on 03/15/2017

    Amazon is an amazing company. It picks a category to disrupt, enter into it with verve and velocity and generate almost immediate traction. Each time Amazon does this, it's viewed as a surprise -- but I think people are starting to catch on and there are few surprises left (just kidding).

  • AI Helps Marketers In Two Ways in Online Spin on 03/08/2017

    I participated in a roundtable conversation on AI last week, which helped me broaden my view into how the technology can be used in a marketing environment. I realized there are two primary ways the marketing enterprise can leverage AI: back-end and front-end-oriented.

  • The Only Constant Is Change -- And Consolidation in Online Spin on 03/01/2017

    The only constant in general is change, while the only constant in the world of technology is consolidation. At least that's the case when you've reached a level of customer maturity, and in ad- and martech I think we've reached that stage faster than originally thought.

  • CMOs' Vision Crucial To Their Success in Online Spin on 02/22/2017

    I think marketing is going to be getting much, much easier over the next couple of years. The primary challenge to marketers over the last 15 years or so has been fragmentation, and we are now rapidly heading toward a landscape that is the opposite of fragmented. With consolidation, marketers need only pick a few partners and go deep with them in order to creatively reach their target audience. Follow me down this logical path.

  • Rise Of Fake News, Decline Of Social Media? in Online Spin on 02/15/2017

    Can the impact of fake news and the resulting backlash actually strengthen mainstream news outlets and dismantle Facebook and Twitter over time?

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