Much of the current role of data scientists with the Internet of Things has been about analyzing data of the past. That will change. “A lot of the effort has been looked at retroactively,”  says Amit Shah, senior vp of  online marketing, mobile & social of 1-800Flowers, in speaking at MediaPost's Internet of Things conference: But in the future, Shah says: “[Data scientists] will become the 'tester in chief'. They will have to work closely with the creative side... They’ll be asking the question: So what? What are you going to do next with what Fitbit is …

When it comes to programmatic-buying's audience vs. context debate, this morning's panel at the Publishing Insider Summit gave some practical advice: Don't lose your head, literally. Richard Routman, CRO of Sporting News's Perform Group, cited a recent example where a big consumer brand's programmatic buy placed their pre-roll video ad in front of an ISIS beheading shown on YouTube. Routman said the U.S. ad market has essentially been unaware of that incident, which he said was "algorithmically" driven by the brand's audience targeting goals, but failed to identify the contextual environment the audience saw their spot in. "You don't want …

In a paradox worthy of a Mary Meeker slide, publishers groused that thanks to shifting consumer usage patterns they are now generating more than 60% -- and upwards of 80% -- of their readership from mobile devices. That's the good news. The bad news, is they're generating a fraction of their advertising revenues from it. "Revenue is lagging significantly behind," Zach Alter, vice president-East Coast sales at SheKnows said during the "mobile" panel at the Publishing Insider Summit this morning, adding that his content currently is generating about 60% of its readership off of mobile devices. Despite estimates that there …

Programmatic trading technologies are leading publishers to focus more on their yield, but not necessarily in bottom line dollar terms. Some big consumer publishers reminded attendees at the Publishing Insider Summit in Key Largo this morning that their life blood also requires providing a yield to their readers vis a vis the so-called "user experience." Without them, they said, there wouldn't be anything to monetize. "One thing I think we overlook a little bit when we talk about yield is the entire experience," explained Brian Kroski, Chief Digital Officer of American Media Inc., adding, "We tend to focus on yield …

There's a lot of money being left on the table as the ad industry figures out the best ways to monetize mobile visitors. On the "Solving For Mobile: The Cross-Screen Data Dilemma" panel at the Publishing Insider Summit in Key Largo, FL, this afternoon, a panel full of publishers acknowledged that while the majority of their page views come from mobile devices, the revenue is not following suit.