Michael Nevins

Articles by Michael All articles by Michael

• Will New Compensation Models Improve Ad Quality? in Publishers Daily on 04/30/2019
  

  The jury is out on whether ads.txt will become the bedrock of digital ad fraud mitigation. But a separate industry trend is gaining momentum - and it could aid in the fight against fraud.

• Unified Auction: Can Publishers Be In Control Without It? in Publishers Daily on 09/14/2018
  

  Publishers are now poised to push forward by presenting unified auctions - 100% transparent and pure competitions cohering direct sales and deals, RTB and header bidding - to ensure the highest yield for each impression.

• Publishers' Path Leads To Private Garden in Publishers Daily on 03/07/2018
  

  With the emergence of credible, open and data-protective tech platforms in 2018, publishers can now wean themselves off their disproportionate reliances on walled gardens and, in effect, nurture their own private gardens.

Comments by Michael All comments by Michael

• 2 'Samantha Bee' Advertisers Pull Ads by Wayne Friedman (Television News Daily on 06/01/2018)
  

  According to Adage: "Autotrader's public avowal to suspend our sponsorship of 'Full Frontal with Samantha Bee'" in the wake of the titular host's profane tirade against Ivanka Trump appears to overlook the fact that the online car bazaar hasn't advertised in the show in nearly two-and-a-half years.'" http://adage.com/article/media/advertisers-react-samantha-bee-s-feckless-stunt/313718/

• Where's The Whistleblower? The Problem With Mobile Pre-Roll by Harry Kargman (Mobile Insider on 04/21/2014)
  

  Great post, Harry. There is a lack of understanding on the buy side about the reality of mobile video. Buyers rooted in desktop will sometimes cut and paste from their desktop RFP and drop it into a mobile RFP. Rather than taking this as an opportunity to educate buyers, many sellers just call it pre-roll in their RFP response and go home happy. I've spoken with other colleagues who sell mobile video about this very issue. We've agreed that it's important for all of us to be clear about what we are selling and to educate buyers on these issues whenever possible.

• Consumers Favor Brand Searches On Mobile Sites by Gavin O'Malley (Online Media Daily on 06/27/2013)
  

  While I do believe the browser rules for many use cases, it doesn't for all. More importantly, I agree with Tim's comment that this type of vendor-driven research should be viewed with a grain of salt or be presented with some sort of disclaimer about who paid for the study. There is a valid discussion to be had about preferences for and time spent in app vs. browser on mobile. It's a nuanced conversation that needs to consider context and factors such as modality of use, content type, connection speed, and a host of other factors that may drive a consumer to one platform or another. Too bad that didn't happen in the article. Would be great to dive deep into that rather than publish a dubious study and print a misleading headline designed to drive clicks.

• Patience (And A Plan) Is The Prescription For Mobile Marketing by Cory Treffiletti (Online Spin on 10/24/2012)
  

  Not crazy at all. While I do think there's room for various business models (CPM and CPx), we've built our mobile business exclusively with top brand advertisers via CPM model. We are focused on brand advertisers and top of funnel on desktop and this carries over to mobile and tablet quite naturally for our clients.

• Text "FAIL" to 62262 by travis (Notes from the Digital Frontier on 08/29/2008)
  

  2.9 million opt-ins for a political campaign...Hmmmm... Could have delivered a bit better on the value exchange (exclusivity, early info), but that's 2.9 MILLION OPT IN PHONE NUMBERS FOR A MOBILE CAMPAIGN!!!!!! Failure????

• No, Dammit, I Don't 'Like' You! Not One Bit!: The Grump Returns by Steve Smith (Mobile Insider on 07/19/2011)
  

  Steve: You get a "like" from me... Poor execution is the best way to "train" users to avoid clicking on banners. It's getting better out there, but still lots of work to be done. <sigh/>

• Googling My Kids by Aaron Goldman (Performance Marketing Insider on 03/23/2011)
  

  Congrats! I had the same mindset from day one and quickly registered the url of my son's full name as soon as I could. I hope he appreciates it some day. More likely he will question why I didn't also grab .info, .mobi, .biz, .tv, etc. :) Oops, better go get him registered on all social media services ...Only kidding. -MN

• The Future Is Automation For All Agency Services by Cory Treffiletti (Online Spin on 11/24/2010)
  

  No, you are not wrong :) You need only watch the investments, including those made at the holding companies.

• P&G's Always Launches Menstrual Cycle App by Karl Greenberg (Marketing Daily on 11/09/2010)
  

  "....the principal measure of ROI will be downloads." That seems a bit short sighted given the stats on app downloads vs. active users. If most apps are downloaded and used only a few times, then tracking total active uses and engagement metrics might make more sense. Just my 2 cents.

• Google Instantly Annoying by Todd Friesen (Performance Marketing Insider on 09/10/2010)
  

  I use an igoogle page for google search. It doesn't display the "instant" results the way their Classic page does. I assume this was to leave my igoogle widgets persistent.

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