Category Archives: Media

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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Digital Media: As Memorable as Kenny G?

The smooth jazz radio format wasn’t as popular as thought. When Arbitron changed from paper diaries to portable people meters (PPM) about ten years ago, broadcasters learned that people didn’t do what the paper diaries said they did. With good … 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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When Auctions Aren’t Auctions

We all think we know what an auction is. We conjure up the sound of the gavel falling to the high bidder and the horses being led away into the winner’s transporters. In theory, programmatic auctions for digital advertising should … 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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Occam’s Bots

I was reading “Mythbusting Digital Ad Fraud” by Dr. Augustine Fou this morning and this quote struck me: “Do you think humans really spend 30 mins a day ON AVERAGE watching videos on mobile? They may, but there is an … 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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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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