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The 90/10 Rule of Ad Tech

In a week that saw a high-flyer of Ad Tech sell for a 90 percent discount to its IPO price, I was reminded of a longstanding rule of thumb. The reminders of that rule are all around me on the consumer tech side – the Apple Watch that sits unused on my nightstand, because I’m too… Continue reading »

Protecting Your Brand Through Programmatic

By: Amanda Fiore Programmatic advertising is a growing phenomena, accounting for more and more advertising dollars than ever before. Because of its precise targeting capabilities through demographic, contextual and behavioral targeting, and automated nature allowing for efficiencies, it is no surprise programmatic ad campaigns are on the rise. However, media companies need to be aware… Continue reading »

People of Ad Tech: Adform N.A. GM Julian Baring

Adform North American General Manager Julian Baring tells WIT Strategy Partner Bill Brazell about the EU’s General Data Protection Regulation, or GDPR, which will take effect in May 2018. (Baring notes the site counting that day down.) Noncompliance will cost violators 4% of their global annual revenue. Music: “Morning Rays” by Jim Duffy. Used with… Continue reading »

To Build or To Buy? That Is The Question

By: Martin Cahill Whether you’re an agency hired on to help, a client looking to expand their online footprint, or a creative agency in the middle of the two, when discussing Search, you’ll most likely hear, “Should we build content? Or should we buy it through paid search?” This discussion is a vital one, and leads… Continue reading »

People of Ad Tech: Intermarkets Programmatic Strategy VP Erik Requidan

Intermarkets Programmatic Strategy VP Erik Requidan tells WIT Strategy Partner Bill Brazell that programmatic sales are redefining direct sales, and argues that header bidding integration gives buyers the clarity they need to access premium inventory in an automated fashion. Music: “Morning Rays” by Jim Duffy. Used with permission.

People of Ad Tech: Sabio CEO Aziz Rahim

Sabio CEO Aziz Rahim tells WIT Strategy Partner Bill Brazell that people now spend nearly six times as many minutes ‘in-app’ as they do on the mobile web, but many misuse the stat ‘time spent in app.’ Rahim notes that airline and hotel apps are often pivotal even though users spend little time in them.… Continue reading »

Going Sky High: Building Links With the Skyscraper Technique

By: Bartosz Bala When it comes to building links for your site, it can be hard to garner links on your own. Relying on your content and your SEO to build up links from friendly sites is good, but it can take a lot longer than you’re willing to bet. However, there’s a method coined… Continue reading »

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.

Is a Consortium the Universal ID Solution?

By: Keith Petri Earlier this week AppNexus led the announcement of a new consortium organized to enable people-based media buying for programmatic advertising. Screen6 applauds both Brian O’Kelley and Travis May for taking the initiative to put together this open, industry-standard identity framework. The consortium’s goal is not a new concept, but it is the… Continue reading »

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 »

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