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People of Ad Tech: AdSemble CEO Matthew Olivieri

AdSemble CEO Matthew Olivieri tells WIT Strategy Partner Bill Brazell that by the year 2020, more than half of America’s static billboards will be digitized. AdSemble is building a marketplace that enables advertisers to buy ads on all the digital billboards within, say, 15 miles of a particular city. Music: “Morning Rays” by Jim Duffy.… Continue reading »

People of Ad Tech: StackCommerce CEO Josh Payne

StackCommerce CEO and Founder Josh Payne tells WIT Strategy Partner Bill Brazell that publishers seeking to monetize their sites ought to consider options like ‘native commerce,’ a white-label shop that offers inventory relevant to their audience. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Innovid CEO Zvika Netter

Innovid CEO Zvika Netter tells WIT Strategy Partner Bill Brazell that after the first two phases of online video — mimicking broadcast TV, then selecting audiences programmatically — the industry is focusing on the message itself. Personalizing creative, Netter says, can increase engagement by “hundreds of percent.” Music: “Morning Rays” by Jim Duffy. Used with… Continue reading »

Surviving Shifts in ROI Modeling

Marketers have long struggled to institutionalize measurement and ROI models for new media, often adopting approaches that roll out across the organization. These measurement models are shaped by the goals that advertising programs are crafted to address, the technology that can be brought to bear on measurement, and even the marketer’s view of the role… Continue reading »

New Arenas of Magazine Ad Revenue

It’s no surprise that the consumer magazine industry is struggling to secure Ad pages and keep their publications vibrant. But how many of you know that a fair amount of the well-known publishers such as Hearst, Time Inc., Bonnier and Meredith, have line extensions that are revenue generators for their brands? Are the publishers really… Continue reading »

People of Ad Tech: AerServ COO Andrew Gerhart

AerServ COO Andrew Gerhart tells WIT Strategy Partner Bill Brazell that in a mobile environment, an advertiser has to connect with audiences immediately — which means more efficient creative. Gerhart explains that in addition to viewability, advertisers are starting to demand audibility — data showing that their ad was heard — and suggests that the… Continue reading »

People of Ad Tech: Aki Technologies CEO Scott Swanson

Aki Technologies CEO Scott Swanson tells WIT Strategy Partner Bill Brazell that Aki was able recently to raise $3.75 million because it targets users based on “ad receptivity” — that is, on the kind of moment they’re probably having. Swanson says too few ad campaigns offer enough creatives to reach people appropriately. Music: “Morning Rays”… Continue reading »

People of Ad Tech: Thunder CEO Victor Wong

Programmatic creative company Thunder CEO Victor Wong tells WIT Strategy Partner Bill Brazell that programmatic technology finds the right people, but doesn’t always deliver the right message. Procter & Gamble and others question programmatic’s promise. Wong says the real problem is a widespread failure to customize ads. Music: “Morning Rays” by Jim Duffy. Used with… Continue reading »

People of Ad Tech: Smart AdServer CMO Corey Kronengold

Smart AdServer CMO Corey Kronengold tells WIT Strategy Partner Bill Brazell that a recent Google announcement — that it will downgrade the search ranking of mobile sites that use “intrusive interstitials” — represents an abuse of power by the search giant. Kronengold argues that it’s simply not Google’s place to tell publishers how to generate… Continue reading »

People of Ad Tech: Grapevine CEO Brendan Lattrell

Grapevine Founder and CEO Brendan Lattrell tells WIT Strategy Partner Bill Brazell that he left his job as a TV producer when he saw YouTube videos garnering more viewers than TV shows. Lattrell sees Influencer Marketing as the best solution to ad blocking and falling ratings. Music: “Morning Rays” by Jim Duffy. Used with permission.

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