Category Archives: Marketing

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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Mayan Marketing

“All you have to know is what it is.” Said Richard Feynman, in his introduction to his famous Sir Douglas Robb Lectures on quantum electrodynamics at Auckland University in 1979. Feynman’s brilliance in those lectures and his book on the … Continue reading

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AdTech Beware: The Rise of the Sophisticated Buyer

The sophisticated advertising buyer will be the death of ad tech. Using ad tech by itself doesn’t make you a sophisticated buyer. Continue reading

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100% Of The Money

In digital advertising comes from the advertisers. That means advertisers ultimately call all the shots: where they buy, how they buy, and what technologies they use.

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Ad Fraud Crash Course

It’s relatively easy to educate yourself on advertising fraud. There’s a bunch of good videos from security expertis and, yes ad fraud prevention vendors, about how it works and what you–as an advertiser or agency–might be able to do about it. Continue reading

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Ignore “Three Rights” At Your Campaign’s Peril

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading

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Are You Running These Ads? Why?

Go to your digital marketing team and your advertising agency and see how many of those people are using ad blockers so they can get their work done. You might be surprised and you should be embarrassed. Continue reading

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Partner? Nope. Vendor!

One word that seems to have been banished from business is “vendor.” It has been replaced by the kinder, everybody-gets-a-medal term “partner.” I hear this all the time in pitches to my clients. “We want to partner with you to … Continue reading

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