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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 »

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 »

Programmatic Television Buying

If you stick around long enough, generally speaking, you’ll experience a tried and true proven way of doing something that can, and will, be enhanced by technology.  Such is the case when talking about the art and science of television buying and negotiations. Until recently, the buying of nearly $70 billion dollars in television was… Continue reading »

People of Ad Tech: Trust Metrics CEO G. Scott Tomlin

Expanding on a recent column, Trust Metrics CEO G. Scott Tomlin tells WIT Strategy Partner Bill Brazell that the phrase “premium publishers” does not convey the certainty one might expect. Scott’s company combines tech and human solutions, looking well beyond viewability, to determine whether a site’s users will develop a positive association with ads that… Continue reading »

People of Ad Tech: Ai Media COO Sergio Alvarez

Ai Media Group Founder and COO Sergio Alvarez tells WIT Strategy Partner Bill Brazell that search advertising is holding its own in the age of social, because people use social networks for very different reasons than they use search. Ai Media won an award recently for enabling its partners not only to properly attribute credit… Continue reading »

People of Ad Tech: Tiller CEO Stephen Gill

Tiller Cofounder and CEO Stephen Gill tells WIT Strategy Partner Bill Brazell that advertisers should look to long-form storytelling and contextual advertising as defenses against ad blocking. And as MediaPost first reported, publishers can now mitigate such blocking by using Tiller’s free new tool, BlockBust.io, to identify the precise bits of source code that the… 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: NewCo CEO John Battelle

NewCo CEO John Battelle was there when HotWired put up the world’s first banner ad, and his bestselling business book “The Search” explained how Google and its rivals transformed our culture. Now the Sovrn Holdings chairman and Axciom board member tells WIT Strategy Partner Bill Brazell that ad tech is the processing layer for the… Continue reading »

People of Ad Tech: Genesis Media CEO Mark Yackanich

Genesis Media CEO Mark Yackanich tells WIT Strategy Partner Bill Brazell that while his company is finding less fraud on desktop, it finds a little more of it in mobile. Noting a constraint on the supply of quality video advertising, he sees the unification of ad servers like Genesis partner Smart AdServer with SSPs and… 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 »

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