audience

This category contains 14 posts

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: VideoAmp CBO Jay Prasad

VideoAmp Chief Business Officer Jay Prasad tells WIT Strategy Partner Bill Brazell that ‘Advanced TV’ seeks to organize all of the viewing that is now taking place across numerous devices, in order to provide appropriate data-driven advertising. His company seeks to attribute video viewing to the appropriate individual, sending the right ads at scale regardless… Continue reading »

People of Ad Tech: Bauer Xcel Media President Christian Baesler

Christian Baesler, president of Bauer Xcel Media — the digital division of Bauer Media Group — tells WIT Strategy Partner Bill Brazell that while his company still has a direct-sales team, it no longer relies on direct sales. The company’s lean media strategy empowers its editors to use analytics to focus on the stories that… Continue reading »

People of Ad Tech: Are You a Human CEO Ben Trenda

Are You a Human CEO Ben Trenda tells WIT Strategy Partner Bill Brazell that Internet traffic today is less than 50% human. 175 million phony Facebook profiles create fake posts and Likes to pilfer from brands. Are You a Human studies the way real people type, surf the web, and hold their cell phones, using… Continue reading »

People of Ad Tech: Affinio CEO Tim Burke

Affinio Founder and CEO Tim Burke tells WIT Strategy Partner Bill Brazell that too many marketers are targeting “guessed personas” — making audience assumptions that are unnecessary in an age of deeper data. His company looks at what people follow on social media, rather than what they say, as an indicator of their true interests.… Continue reading »

Why Color Choice Can Impact Ad Performance

By John Weisgerber, SVP Sales, GumGum Your color choices can have a huge impact on campaign performance because 85 percent of people cite color as the main reason why they buy a particular product. There are longstanding theories in advertising and branding that specific colors connote universal feelings and emotions, and elicit specific behaviors. When… Continue reading »

People of Ad Tech: Signal CRO Marc Kiven

Signal Founder and Chief Revenue Officer Marc Kiven tells WIT Strategy partner Bill Brazell that whereas programmatic media is about efficiency, addressable media is about putting the right ad in front of exactly the right person at the right time. As buyers insist on knowing exactly who their ads are reaching, off of Facebook as… Continue reading »

People of Ad Tech: ConvertMedia CEO Yoav Naveh

ConvertMedia CEO Yoav Naveh tells WIT Strategy Partner Bill Brazell that too few publishers understand how the ad partners they work with affect the publisher’s audience. It makes more sense to put aggressive ads in front of visitors from social-media sites, Naveh says, than in front of visitors who come in via the homepage. He… Continue reading »

People of Ad Tech: Altimeter Analyst Brian Solis

Brian Solis, a principal analyst at Altimeter Group and an award-winning author, tells WIT Strategy Partner Bill Brazell about his new book, “X: The Experience When Business Meets Design.” Solis argues that businesses have entered a new era, in which your brand is defined by those who experience it. (Bill suggests that Disney may understand… Continue reading »

People of Ad Tech: AudienceXpress President Walt Horstman

AudienceXpress President Walt Horstman tells WIT Strategy Partner Bill Brazell that AudienceXpress, which was recently acquired by Comcast, is now announcing two major advances in its programmatic-TV platform: (1) An industry-first API that enables demand-side partners to partner with their platform; and (2) A self-serve user interface that enables agency partners to login, build their… Continue reading »

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