digital media buying

This category contains 9 posts

Hiding Behind Garden Walls

When have walled gardens ever been good for digital advertising? As an industry, we are doomed to repeat our history with walled gardens because we haven’t learned from it sufficiently.  The truth is that most ad-supported walled gardens end up dying after marketers struggle to measure them and either can’t come to any meaningful conclusion… Continue reading »

Do The 4As Transparency Guidelines Go Far Enough?

If agencies are transparent about media they’re reselling to their clients, is that enough? The 4As recently announced that member agencies failing to adhere to their transparency guidelines could end up purged from the organization.  That’s a harsh penalty that will, no doubt, make agencies think twice about opaque arrangements that allow them to earn… Continue reading »

Don’t Throw Out The Programmatic Baby With The RTB Bathwater

Be honest.  When you hear the word “programmatic,” what’s the first thing you think of? If you’re like a lot of marketers, your brain might conjure up images of digital ads, ad exchanges, bidding algorithms and targeting personas.  And this is a problem. Digital has always had its issues with lingo and tech talk.  The… Continue reading »

So You’ve Hired A Media Agency! Now What?

By: Amanda Fiore As a client, hiring an agency to plan, negotiate, buy and execute media to support your brand and help achieve its business goals can be a large but rewarding task. So now that you’ve hired an agency, what’s next? Which marketing responsibilities does the agency take on, versus the internal client team?… Continue reading »

How to Filter Bias from your Media Plans

  On our way to becoming media generalists, we are first specialists.  And the medium we first specialize in can hold a special place in our hearts like a first summer crush. But solid rationale and a wide range of considerations are the drivers of successful campaigns, and letting our feelings get in the way… Continue reading »

Dismantling Accordion Media

“It does this,” he said, pulling his hands apart and then clasping them together repeatedly.  To me, it looked like he was playing an invisible accordion.  I was at my first agency gig, and this was one of my coworkers explaining how media planning and buying functions move from centers of excellence within a holding… Continue reading »

The Digital Evolution of Pharma Marketing

The ferocious arena of digital marketing is one that is in a constant state of change. Trends change, algorithms change, rules change, and consumer behavior changes. The fickle battle between competitors adds an additional layer of attention that must be paid to a company’s marketing effort. However, if you pare it down to the industry… Continue reading »

Is a Second Digital Winter Looming?

By Tom Hespos Take a look at the most senior person on your digital staff – the one who lived through the first dot com boom.  Has she been anxious lately?  Here’s why. I can’t overstate the effect the bursting of the dot com bubble in the latter part of 2000 had on the people… Continue reading »

Is It Time for a Ts & Cs Refresher?

How often should we re-examine standard Terms & Conditions for the digital media buying industry? This happens every few years, it seems.  Insertion Orders issued at a display campaign launch end up setting off a flurry of meetings with legal teams from both the advertiser and the publisher sides of the equation.  Meanwhile, this cavalcade… Continue reading »

Sponsor

Sponsor