Category Archives: Marketing

More on Ads.txt

Print out a page with your ad on it. Put it on the whiteboard and give your buying team a marker and ask them to draw out exactly how that particular ad showed up on that particular website and why. By that, I mean all the names of the ad tech and martech players involved. No looking anything up. Continue reading

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Before You Worry About Match Rates…

But before you get bogged down in match rate discussions, the more important strategic work needs to have been done up front. Never delve into tactics without understanding the mission and the strategy to accomplish the mission. Continue reading

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Nobody’s Talking About This ads.txt Problem

As a media buyer, I find myself scratching my head about the IAB’s ads.txt initiative. It’s a good thing, of course. Knowing that somebody selling advertising inventory to you is actually authorized to sell that impression to you is important. … Continue reading

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Your Mission and Vision are Lousy

I was talking about company mission and vision statements with Paresh Shah, a good and smart friend of mine. During the discussion, he gave me a simple rule to see if your mission was good or not: “Write out the … Continue reading

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Worst Ad Ever?

Who writes an ad without a headline? David Ogilvy said that when you have written your headline, you have spent 75% of your money. Continue reading

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Decent Direct Mail

Every once in a while you get direct response that’s properly targeted. It restores my faith in humanity, even if the direct mail piece isn’t technically the best I’ve ever seen. Continue reading

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A Thought Experiment: Lobby Ads

Imagine this: A set of large screens in your corporate lobby running, in real time and randomly, the actual digital ads you are running on the pages the ads are being displayed on. A viewer would also be able to stop … Continue reading

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Automation and Digital Marketing

Why are digital marketing vendors so obsessed with automating the processes involved in advertising? Continue reading

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Ad Exchange Rules of Thumb

Working with ad exchanges? Do these things. Continue reading

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Fake News Root Cause: Digital Advertisers

Somewhere in our rush to use digital media, we got obsessed with reach and the size of audiences (the magic word again) and impressions. We got taken for a ride by the ad tech industry hucksters, who built an almost-perfect money-making machine on top of fake inventory created on phony websites. Continue reading

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