Category Archives: Media

Programmatic: Buying or Media?

Posted on Monday, 5 March 2018 8:46 am by markpilip

I’ve been asked a couple of times if I’m pro- or anti-programmatic. My answer, sometimes to the asker’s frustration, is “it depends.” Whether or not a medium works for you depends on many things. The first, and most fundamental question … Continue reading →

Posted in digital marketing, Media, Travel | Tagged , , , | Comments Off on Programmatic: Buying or Media?

Media Whitewash

Posted on Wednesday, 21 February 2018 8:29 am by markpilip

The ever thought-provoking Don Marti wrote something in “This is why we can’t have nice brands” on February 17th that reminded me of a standard direct mail practice: “Twitter has a solution that keeps its ads saleable: just don’t show … Continue reading →

Posted in Branding, digital marketing, Direct Response, fraud, Media, Social Media Marketing, Strategy | Tagged , , | Comments Off on Media Whitewash

How many humans are in each segment of your category buyers? And how many humans are in each audience at each publisher? You need to know the answers to both questions for your campaigns to be successful. Not cookies. Not … Continue reading →

Posted on Monday, 19 February 2018 11:34 am by markpilip | Comments Off on Humans

It’s been two days since the Super Bowl. Quick, and without thinking too hard, write down: The ads you saw on the Super Bowl on Sunday The digital ads you saw this morning as you read the news with coffee … Continue reading →

Posted on Tuesday, 6 February 2018 8:52 am by markpilip | Comments Off on Name Those Ads

Just when I was about to open a vein over the incessant furor about how Millennials are different, unique and in need of such nonsense as influencer marketing, they’re dead. Here comes Gen Z (sheesh–will somebody brand the next round … Continue reading →

Posted on Tuesday, 30 January 2018 7:01 am by markpilip | Comments Off on Hallelujah! Millennials Are Dead. Here Comes Generation Z

Digital Marketing Tips From El Al

Posted on Wednesday, 24 January 2018 8:57 am by markpilip

El Al airlines has never been bombed and only hijacked once. This in spite of being a constant target for well-funded and persistent criminals. An enviable track record. How do they do it? Isaac Yeffet, El Al’s former head of … Continue reading →

Posted in Data, digital marketing, fraud, Media, Philosophy, planning, Security, Strategy | Tagged , , , , , , , | Comments Off on Digital Marketing Tips From El Al

Bet Your Ads Aren’t Loading

Posted on Tuesday, 23 January 2018 8:27 am by markpilip

Back in the early aughts, I remember getting worked up about losing around 5% of the impressions I paid for. In other words, I paid for 100 ads and could only see 95 in the server logs. The usual explanation … Continue reading →

Posted in Data, digital marketing, fraud, Media | Tagged , , , , , | Comments Off on Bet Your Ads Aren’t Loading

The Verge’s Silicon Valley editor, Casey Newton, tweeted on Thursday: So many publishers think they have audiences, when what they really have is traffic. I think we’re about to find out who has an audience. To find out who has … Continue reading →

Posted on Saturday, 13 January 2018 8:01 am by markpilip | Comments Off on Who’s Hurt by Facebook Changes? Look at TAC Ratio.

Publisher Advice From a Buyer

Posted on Friday, 12 January 2018 8:31 am by markpilip

Dr. Augustine Fou wrote a brilliant article yesterday, Five Unintended Consequences, Counter-intuitive Outcomes that Publishers May Not Have Thought Of,  that got me thinking about the advice I’d give publishers as a buyer. Here they are: Remove all the tracking widgets … Continue reading →

Posted in Branding, Data, digital marketing, Marketing, Media, Strategy | Tagged , , , , , , | Comments Off on Publisher Advice From a Buyer

The Finish Line in the Race to the Bottom

Posted on Thursday, 11 January 2018 8:48 am by markpilip

Last night, I was doing some analysis of a premium publisher’s site. I encountered RPM optimization in all its glory. And it made me sad and sick. The malvertising at left attempts to: Hijack browser settings Encourage installation of a … Continue reading →

Posted in Data, digital marketing, Media, Privacy, Rants, Security, Uncategorized | Tagged , , , , , | 1 Comment