Ron Jacobson

Articles by Ron All articles by Ron

• The Costs, Benefits Of Data Cleanliness in Marketing Insider on 07/27/2018
  

  When data surpassed oil last year as the world's most valuable resource, it marked a dramatic milestone in the history of human commercial activity. The "information economy" is firmly upon us, and it affects us all regardless of industry. Nobody knows that better than marketing and media professionals, who rely on targeted advertising to fuel their business.

• Should Prospecting And Retargeting Be Separated? in Marketing Insider on 10/13/2017
  

  When was the last time you received a media RFP that said, "Put together the best overall marketing plan that you can for brand X"? I've seen hundreds of RFPs to date and none have asked anything similar.

• The Viewability Red Herring in Marketing Daily on 08/03/2017
  

  The problem that emerges, however, is when viewability itself becomes the main goal / KPI of a campaign.

Comments by Ron All comments by Ron

• The Viewability Red Herring by Ron Jacobson (Marketing Daily on 08/03/2017)
  

  Hey Ed -- Completely agree that viewability is just the beginging. That's whyI think viewability based attribution (i.e. only giving conversion credit if an ad was served) makes so much sense. What troubles me are media campaigns where viewability goals don't align with the actual campaign goal -- be it a CPA or CPI. I'd rather focus on getting the conversion (from a viewable ad) then making sure that 100% of my ads are viewed.

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