Category Archives: Marketing

Before You Worry About Match Rates…

Posted on Wednesday, 19 July 2017 9:12 am by markpilip

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

Posted on Monday, 10 July 2017 9:16 am by markpilip

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

Posted on Friday, 30 June 2017 7:40 am by markpilip

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?

Posted on Tuesday, 27 June 2017 9:13 am by markpilip

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

Posted on Tuesday, 13 June 2017 7:20 am by markpilip

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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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 →

Posted on Wednesday, 31 May 2017 11:59 am by markpilip | Comments Off on A Thought Experiment: Lobby Ads

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

Posted on Monday, 22 May 2017 12:25 pm by markpilip | Comments Off on Automation and Digital Marketing

Working with ad exchanges? Do these things. Continue reading →

Posted on Thursday, 11 May 2017 9:00 am by markpilip | Comments Off on Ad Exchange Rules of Thumb

Fake News Root Cause: Digital Advertisers

Posted on Wednesday, 10 May 2017 9:32 am by markpilip

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

Posted on Friday, 21 April 2017 7:15 am by markpilip

“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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