Oct 26, 2021CTV: The “walled” livingroomI’ve been writing and speaking about the upcoming cookie apocalypse for well over a year. In the meantime, walled gardens have been popping up everywhere marketers turn. Ok, maybe they haven’t exactly been “popping up.” Most of the companies that might seem like new walled gardens have been around for…Connected Tv4 min read
Feb 3, 2021Shoppers are the Product TooBig-box retailers are big-time marketers, but they’re also big sellers of advertising. Most civilians (aka consumers) might be shocked to know that their favorite stores run massive marketing businesses. What’s the top product inside these retailer-owned advertising businesses? You. If you are using a free service, you aren’t the customer…Privacy By Design9 min read
Published in The Startup·Jan 29, 2021Supply: Get Serious About Biddable MediaProgrammatic is a big, hairy topic for the uninitiated. Today, we’re going to cover one of the most overlooked subjects within programmatic: Supply. The subject of “targeting data” seems to be sucking all of the oxygen out of the room because of the coming cookie apocalypse. Lost in the shadow…Spo7 min read
Jan 26, 2021Supply: Get serious about biddable mediaProgrammatic is a big, hairy topic for the uninitiated. Today, we’re going to cover one of the most overlooked subjects within programmatic: Supply. The subject of “targeting data” seems to be sucking all of the oxygen out of the room because of the coming cookie apocalypse. Lost in the shadow…Programmatic Advertising7 min read
Jan 14, 2021Offline Reporting is for ChumpsI talk to brands around the world every day. Big brands. Multibillion-dollar brands. Often it is in the context of some adtech or martech business challenge. One of my first questions is usually: “Where’s the data?” Today, most brands have contractual ownership of their data. What sort of data? Data…Marketing7 min read
Jan 12, 20212021: The Year of Customer DataAnd so begins the time of year when we see, read, and hear that 2021 will be the year of [insert digital buzzword here]. So I hate to be that guy, but it is now or never. Curation of your customer data should be the thing that keeps your entire…Customer Data Platform8 min read
Published in The Startup·Feb 5, 2020Warning: Your campaign (process) is brokenAs a marketing management consultant for Fortune 100 marketers around the globe, I see a lot of marketing briefs. I see a lot of marketing plans. I also see a lot of fuzzy ROI / ROAS analysis. In this post, I intend to illustrate the challenges in this area and…Marketing11 min read
Published in The Startup·Jan 29, 2020How do I know if my digital marketing campaign worked?A beginners guide I work with mega-corporations around the world. Brands that we all know and love. Despite their seemingly endless resources and a deep bench of marketing talent, I often find myself asking the same question over and over again. How do you know if the campaign worked? If…Digital Marketing8 min read
