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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 Amazon.com).

Articles by Cory All articles by Cory

  • The New Ad Trifecta: Data, Agency, TV in Online Spin on 05/24/2017

    The three most overused words in the advertising biz this year are "data," "agency" and "TV." All three are core to the current status and future direction of the entire industry. Being a writer at heart, I think it's important to analyze these three words and possibly offer some better ones to consider.

  • Why TV's Upfront May Not Be Doomed in Online Spin on 05/16/2017

    What's the role of the television upfronts? I know the old answer was to convince advertisers where they should spend their money over the coming year, by teasing them with first-look views of the new programs that will garner the attention of the masses. In today's world, this seems far less necessary.

  • Facebook TV Confirms Data and Content Are Like Peas And Carrots in Online Spin on 05/10/2017

    Some say content is king. Some say data is king. I think it's a duopoly, not a monarchy, and recent moves from Facebook and other Web giants just may be proving me right. There are rumors Facebook TV is going to be launching as early as mid-June. This strategy is consistent with what's been seen of late across the rest of the digital media ecosystem. Netflix, Amazon, Hulu, Snapchat and now Facebook -- everyone is getting into original video programming.

  • Consumer Privacy Is Tech, Not Ad, Issue in Online Spin on 05/03/2017

    Many of you know the FCC recently rolled back its rules around ISPs gathering and utilizing data for advertising purposes. This move, while praised by many people in the industry, is actually not ideal because it means privacy is now a state-driven issue. Which means there could be 50 different sets of rules rather than one. What concerns me most is that the core of the media industry, the places where at least 80%-90% of ad dollars are spent, already over-index in favor of consumer privacy and are very aboveboard on what they are doing - but these state issues will be driven by fear of what the scary minority are doing with data.

  • The Golden Age Of Retargeting? in Online Spin on 04/26/2017

    Are we entering into the Golden Age of Retargeting? There are a number of companies that do retargeting, but how many are really doing it well? You can probably guess from the fact that I'm posing the question that I think we still have a long way to go, but things are far better than they used to be.

  • 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.

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