Do the math in media-buying terms, and clinical trial studies likely have one of the highest effective CPMs in the media business: $8 billion divided by 1 million successful trial participants = $8,000 per person or an $8 million effective CPM.
Thanks to a good friend who develops high-speed trading systems for Wall Street, I was a little ahead of the curve on the implications for blockchain trading on Madison Avenue. But I still don't get the push to float new cryptocurrencies to enable it, especially, when the old-fashioned one -- money -- still works fine.
An influential Wall Street analyst this morning predicts the industry's dominant players will report strong second-quarter results this week, but warns that digital's incremental advertising boon may be poised to stall. "There are many reasons to look at digital advertising through a negative lens at the present time," Pivotal Research Group's Brian Wieser writes in a note sent to investors this morning. "Digital advertising has had many problematic elements placed in the spotlight over the past few years (i.e. measurement, attribution problems, potential consumer toxicity, brand safety issues, market dominance by two companies, etc.), and many marketers are only now ...
Real-time marketing can be incredibly effective, but it doesn't come without its costs. Turns out, one of them is, well, time. A new report being released today by the CMO Council and IBM Watson finds that most organizations don't have enough time to manage the consumer data they have access to: first-, second- or third-party.
In what likely is the biggest consumer data play by any agency holding company since Dentsu Aegis Network's $1.5 billion acquisition of Merkle, Interpublic is expected to announce a deal to acquire the Marketing Solutions Business of big data firm Acxiom. The deal, reportedly valued at more than $2 billion, would be Interpublic's biggest and most significant acquisition since Michael Roth took over as CEO in 2005.
The long-term goal of AT&T is to become the third dominant walled garden in what Madison Avenue not-so-affectionately refers to as "the duopoly:" Google and Facebook. Get ready to hear a lot about the "triopoly."
One of the unintended consequences of marketer efforts to comply with the EU's new consumer data privacy rules has been a push by some to gather even more potentially sensitive data from consumers than they had in the first place. I've been hearing this anecdotally for weeks now, but it was a conversation I had late last week with the founder one of many entrepreneurs rushing to help consumers and brands mediate the exchange of personal data and privacy compliance that I realized what a paradox GDPR has become.
New variants of malware scams emerge almost daily, but one detected late last week deserves special attention from digital advertisers and media buyers considering cryptocurrency models. Instead of infecting computers to create fraudulent bot traffic, the new variant -- dubbed Prowli -- infects computers to siphon processing power to mine cryptocurrency.
The backlash to Accenture's announcement that it's getting into the programmatic media-buying business surprised me. Not because Accenture is diversifying, but because some pundits see a problem with that. The chief argument seems to be the most classic one: that you don't want a fox counting the chickens in the henhouse. Or, as MediaCom Worldwide Chairman-CEO Stephen Allan posited in a post on LinkedIn: "They can't police transparency and measure performance for clients while also competing with those of us who provide media services."
I was already thinking about the role blockchain may or may not play in digital media buying, especially the programmatic kind, before Parsec's Marc Guldimann circulated a well organized assessment of some leading digital media-buying blockchain solutions Sunday.