This tag is associated with 15 posts

Merging a Pre-Targeting Mindset Into the Marketing Mix

By John Mracek, CEO, NetSeer So you’re a marketer who’s mastered retargeting. You’re reaching your current and former customers, anyone who has visited your website or downloaded your app, and even those who have merely done a search within your broad product category. That adds up to a large pool of prospective future converters, but… Continue reading »

People of Ad Tech: PebblePost CEO Lewis Gersh

PebblePost CEO Lewis Gersh tells WIT Strategy Partner Bill Brazell how he and his partner invented programmatic direct mail, which enables advertisers to send paper mail to website visitors. If mail recipients return to the site to check out that product again, PebblePost measures that, too. The results — 20% response, and more than 40%… Continue reading »

Why Are So Many Retargeting Programs So Rudimentary?

“Why am I followed all over the Internet by the same ads?” It’s the question I most often have to answer when someone outside the industry figures out that I work for a media agency. We review how this all happened, covering in excruciating detail how companies use pixel tags to drop cookies on consumer… Continue reading »

Gold Fever: The Case for Prospecting

For most advertisers, retargeting has become second nature, a practice long-ingrained in the online ad culture. Yet any advertisers who rely predominantly on retargeting are limiting the number of their prospective customers. That’s because the retargeting pool, almost by definition, is limited to people who have already checked out a brand online without actually “checking… Continue reading »

Programmatic Display Blunders Its Way Toward Scale

“Let’s just see how big we can get before we get bad.” – Jay Chiat Of course, Chiat was talking about his company and the extent to which he could scale it before size started to affect the quality of the work product.  I’d like to apply that quote to programmatic display campaigns, and offer… Continue reading »

5 Pitfalls of Behavioral Targeting and How You Can Avoid Them

If there’s one thing people hate about the web it’s being followed around by behaviorally targeted ads. We’ve all experienced being pestered by an advertiser the moment we set foot outside their online store. Some chase their prospects all day long, every day, serving ads for that lovely coat from Kooples you can’t yet afford.… Continue reading »

The Power Of Tapping Into All Your Data

This column was written by Premal Shah, VP, Strategy at Chango, a real-time marketing technology company with an advanced platform and full-service solutions for brands and agencies. Premal is responsible for leading best practices and partnership strategies across all media solutions and the Programmatic Marketing Platform (PMP). When most people hear the word “retargeting,” they… Continue reading »

Dark days for digital media – the end of the 3rd party cookie?

The online media industry will by now have had time to digest the news that Firefox 22 intends to block 3rd party cookies by default. What this means is that when an ad is served to a website hosted by this version of the browser, the technology that serves the ad will not be able… Continue reading »

Dax Hamman: The death of ‘Set it and forget it’

Dax Hamman is the CRO of Chango, a search retargeting platform. Dax is a frequent writer for iMedia, the HuffPost and eConsultancy.  We’re living in the age of big data. That’s definitely a good thing. The more data we can capture and make actionable, the more efficient and effective digital advertising becomes. This is why we’re witnessing… Continue reading »

I Was Right (And Wrong) About 2012

Last year I went out on a limb here on The Makegood and made some predictions about media in 2012. Some have been highly accurate. Others have proved the maxim that predicting the future is a fool’s errand. Here are a few that I got right: “Look for social TV startups like GetGlue and Bluefin… Continue reading »