Opinion: Page 7
The latest opinion pieces by industry thought leaders
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Challenging the definition of brand safety
While the industry settles on what brand safety means, companies are finding fresh ways to define the idea based on their individual values, writes Sovrn's Jeff Meglio.
Jeff Meglio • June 11, 2019 -
Here's why your mobile strategy needs a realignment
Marketers must evolve and broaden their customer experiences to serve them on mobile, writes Adobe's Bridgette Darling.
Bridgette Darling • June 5, 2019 -
Has Apple already created the solution to save ad-tech?
Wide adoption of Apple's tracking system could breathe new life into ad-tech and benefit all players — including the walled gardens, says S4M's Nicolas Rieul.
Nicolas Rieul • May 31, 2019 -
Why New Coke is back
Coca-Cola plans to feature its decades-old beverage flop in "Stranger Things." But the reason behind the move isn't nostalgia alone, writes Ericho Communications' founder Eric Yaverbaum.
Eric Yaverbaum • May 30, 2019 -
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What brands can learn from a year of GDPR in preparing for the California Consumer Privacy Act
While there's been a surprising lack of large fines in the wake of GDPR and ongoing data misuse, more stringent legislation is anticipated in the near future, writes Qubit's general counsel.
Jack Carvel • May 28, 2019 -
Why blockchain could realistically improve ad buys
Now that the hype around blockchain in digital media has cooled, the industry should focus on creating efficient, decentralized marketplaces with fewer middlemen and greater transparency, writes Parsec Media's Marc Guldimann.
Marc Guldimann • May 15, 2019 -
Let's not lose sight of the aspiration of native ads
The ad industry shouldn't get bogged down in the details of ad products at the expense of greater purposes, writes the IAB's VP of Mobile Susan Borst.
Susan Borst • May 9, 2019 -
The tells — both good and less-good — from Amazon's recent public posturing
With growth of its ad business only 34%, Amazon maintaining its e-commerce dominance is now under the microscope, and bigger challenges may await, writes Wavemaker's Kacie McKee.
Kacie McKee • May 7, 2019 -
Feud for thought: the rise of brand banter on social media
Stoking an online rivalry has the potential for explosive media attention, but before you begin, consider these tips by digital agency PMG's Erica Aveard and Katie Friedman.
Erica Aveard and Katie Friedman • May 6, 2019 -
Facebook's new competition-based ad metrics are what we've always needed
With the social giant's latest quality, engagement and conversion ranking metrics, we're finally headed toward transparent ad performance, Dropkick Ads CEO Orlando Rios writes.
Orlando Rios • May 1, 2019 -
Demographic targeting: How different generations use mobile apps
Understanding how different generations use smartphones helps advertisers optimize campaigns for more personalized content, writes Smaato CRO Glenn Fishback.
Glenn Fishback • April 30, 2019 -
Wikimedia Commons
How a decade of mobile marketing innovation created 'the year of the unicorn'
As many as 100 companies valued at $1 billion or more plan to go public in 2019, and it's no coincidence that many are mobile-powered, writes Urban Airship's Mike Herrick.
Mike Herrick • April 12, 2019 -
How 'out with the old' can leave you out in the cold
Even in today's tech-focused world, marketers should learn from lessons of the past as a vision of the future, writes Possible Mobile's Jeff Hasen.
Jeff Hasen • April 9, 2019 -
6 simple ways to ensure your paid search investment is still paying off
Paid search investment theory is often overly complex. Here are some simple ways advertisers can fight inflation and improve returns.
Brooks Levering and Margie Hamlin • April 9, 2019 -
Strategies for an organically habit-forming mobile app
The apps that catch on are those that earn a certain trust with their users to keep them coming back, writes Eddie Geller, CEO of baby book app Tinybeans.
Eddie Geller • April 2, 2019 -
Making YouTube work better with advanced TV
When it comes to planning a campaign that spans TV and digital media, brands often miss out on all the layers of extra content and audience segmentation the video platform holds, writes Channel Factory's Tony Chen.
Tony Chen • March 29, 2019 -
Can't afford to give away cars? 'Surprise-and-delight' campaigns for the rest of us
While some brands go full-on "Oprah" with pricey giveaways, those of more modest means can also build a lasting loyalty strategy, writes Affinio's Tim Burke.
Tim Burke • March 26, 2019 -
Retail apps: how to calculate ROI
Retailers should consider hard-to-measure indicators like user experience when assessing the value of building an app, writes Unbound Commerce's Wilson Kerr.
Wilson Kerr • March 26, 2019 -
When disruptors become followers: Uber, Lyft and their loyalty potential
The new loyalty programs should inspire a sense of liberty and freedom to incentivize incremental behavior, writes SessionM's CMO Patrick Reynolds.
Patrick Reynolds • March 14, 2019 -
NYLAC
Measuring brand activations in the digital age with 'return on experience'
While ROE may not provide all the hard data marketers crave, it can shed light on experience conversion rates, writes Set Creative's Stefan Tauber.
Stefan Tauber • Feb. 28, 2019 -
Fox Sports
What's your social marketing game plan for the Super Bowl?
While Super Bowl TV commercials might make headlines, some brands are opting for lower-cost social content to tap into the second-screening trend, writes Grabyo's Mike Kelley.
Mike Kelley • Feb. 1, 2019 -
What wasn't at CES matters most
Across the 2.7 million square feet of exhibit space, mobile technologies absent from this year's show were far more noteworthy than those present, writes Possible Mobile's Jeff Hasen.
Jeff Hasen • Jan. 14, 2019 -
What brands can learn from Netflix's 'Bandersnatch'
Interactive storytelling gives viewers more control over content and lets marketers glean valuable insights into their preferences, writes Playbuzz's Shachar Orren.
Shachar Orren • Jan. 11, 2019 -
Ringing in your mobile marketing New Year's resolutions
'Tis the season for stronger data, better ad experiences and preparing strategic road maps to make 2019 the year of the user, writes Fluent's Mary Lister.
Mary Lister • Dec. 27, 2018 -
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Move over SaaS — why containerization is headed for the marketing world
The container-as-a-solution model is the way forward for first-party consumer data, writes Affinio CEO Tim Burke.
Tim Burke • Dec. 27, 2018
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