Ad Platform

This category contains 36 posts

People of Ad Tech: IAB Tech Lab GM Alanna Gombert

IAB Tech Lab General Manager Alanna Gombert tells WIT Strategy Partner Bill Brazell that she and her team act as ad-industry therapists, bringing advertisers, agencies and publishers to consensus. The IAB Tech Lab supports the consumer-identity work Jordan Mitchell and DigiTrust are doing. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Thunder CEO Victor Wong

Thunder CEO Victor Wong tells WIT Strategy Partner Bill Brazell that in a world of walled gardens, it has become increasingly important to have a place to create, store and distribute ads — and that’s the niche creative management platforms, or CMPs, have filled. Wong says creative has become the only common thread linking a… Continue reading »

People of Ad Tech: Extreme Reach CTO Dan Brackett

Extreme Reach Chief Technology Officer Dan Brackett tells WIT Strategy Partner Bill Brazell that the process of putting video ads up is a mess. Brackett’s company sought to fix the mess by becoming “the YouTube of video commercials” — an ad cloud that makes millions of video ads readily accessible for all formats. Music: “Morning… Continue reading »

People of Ad Tech: ROI Influencer Media CEO Seth Kean

ROI Influencer Media CEO Seth Kean tells WIT Strategy Partner Bill Brazell why he argued in a recent Ad Age column that many brands don’t appreciate celebrities the way they should. Hot trend: Brands increasingly want to buy influencer marketing the way they buy display media. Music: “Morning Rays” by Jim Duffy. Used with permission.

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: 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 »

People of Ad Tech: Cedato CMO Dvir Doron

Cedato CMO Dvir Doron tells WIT Strategy Partner Bill Brazell about two big trends in online video advertising: programmatic video and outstream. Doron sees a bright future for video header bidding, and expects outstream video to mature and expand. Music: “Morning Rays” by Jim Duffy. Used with permission.

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 »

More Marketing Lessons from the 2016 Election

Did social listening lead political pundits down the wrong path during the election? A few weeks ago, I wrote a piece on the marketing lessons we can all learn from the 2016 U.S. general election, knowing that there were many more to come. One of the biggest lessons since learned concerns social listening, its current… Continue reading »

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