We work remotely at my company. I personally bounce between my apartment, my gym, and coffee shops in the neighborhood when I am not meeting with clients. When it comes to coffee shops, Starbucks is the go-to because the Internet connection there is far superior to other coffee places.' The problem is that the Starbucks locales in New York City have become homeless shelters. Their managers can't stop drug-addicted vagrants from taking refuge at tables right next to paying customers. Despite these surroundings, for the price of a cup of coffee you have a place to work with a great …
With more than two thirds of digital display already being spent in programmatic and growth estimates in the 20%-25% range over the next two years, it's no longer a matter of whether or not programmatic is the right thing to do. Instead, it's a matter of how to do it right. On that front, the problem is we've been leveraging programmatic as a better way to buy media, when in reality, it's a better way to create great advertising. To all the creatives eye rolling at "media is the new creative," sorry, guys (and gals): The reality is, it's true.
The world of digital publishing is constantly evolving. Trends that are hot one minute seem to be passe the next, and the industry is always looking for the next shiny new development that will help grow audience, engagement and ultimately increase sales. Here are a few trends I'm currently keeping an eye on that I believe will stick around for the long term.
My discomfort with programmatic is driven by its similarities with the business model of legacy ad networks. The former was built on the premise of mistruths and arbitraging. By definition, arbitraging means someone is overpaying, someone else is underpaid, and the guy in the middle is overselling. Ad networks did this by using premium publisher logos to sell ad buys and then used garbage inventory from inferior Web sites to fulfill them.