Category Archives: Media

The ANA was running ads on the hate site Breitbart. The attributed it to “an unintentional result of a programmatic buy and it has been removed.” This happened just days after Bob Liodice said “We as leaders should not accept … Continue reading →

Posted on Friday, 13 October 2017 7:52 am by markpilip | Comments Off on ANA Pwned by Programmatic

Checklist Marketing: Digital Media List

Posted on Friday, 6 October 2017 8:35 am by markpilip

Bob Liodice and Marc Pritchard took to the bully pulpit at the ANA’s Masters of Marketing conference yesterday, and kept up the pressure on the adtech shysters who steal our money. As Liodice said,  “CMOs operate in the most nontransparent … Continue reading →

Posted in digital marketing, fraud, Media, Philosophy, Tactics | Tagged , , , , , , | Comments Off on Checklist Marketing: Digital Media List

Ads.txt: Cui bono?

Posted on Thursday, 5 October 2017 8:27 am by markpilip

Ads.txt is not the answer to solving the widespread problem of fraud in the digital marketing ecosystem, but it’s a small step in the right direction. I was glad to hear that MediaMath announced that it will begin rapidly rolling out … Continue reading →

Posted in Data, digital marketing, fraud, Media | Tagged , , , , , , | Comments Off on Ads.txt: Cui bono?

Social Media: “Testing Ugly Early”

Posted on Monday, 2 October 2017 9:50 am by markpilip

An old adage of direct response marketing is “test ugly early.” The reason is that ugly disturbs. And that breaks through and triggers response. The other benefit is that ugly is cheap and quick to produce. Ugly, disturbing, and cheap. … Continue reading →

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Canal Street Ad Impressions

Posted on Wednesday, 27 September 2017 8:50 am by markpilip

You’ll never find a real Rolex on Canal Street in New York City for $30. But for some reason we delude ourselves into believing that the FT.com ad impressions that show up on some sketchy exchange for $2 CPM are … Continue reading →

Posted in digital marketing, fraud, Media | Tagged , , , , | 1 Comment

Marketing Navigators: Do You Have a Sextant?

Posted on Wednesday, 27 September 2017 7:40 am by markpilip

How can you be sure that your marketing navigation system is picking up the true signal, which can be very weak in these days of bots, fake traffic and across billions of rows of impression data? Continue reading →

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Buy Digital Directly. No, I’m Not Crazy!

Posted on Wednesday, 20 September 2017 7:15 am by markpilip

Dr. Augustine Fou just published an interesting presentation, “You’re Not Getting What You Paid For,” which I encourage all marketers to read. The presentation lays out a number of the ways you–yes you–are being screwed in the digital ecosystem. In … Continue reading →

Posted in Data, digital marketing, Direct Response, fraud, Media, Strategy | Tagged , , , , | 2 Comments

Guitar Effects: Two Legends and a Sale

Posted on Friday, 1 September 2017 9:12 am by markpilip

My core beliefs include positivity and assuming goodwill. If you only knew me from my writing here, you might not think that. It’s hard to be positive sometimes when I seem to spend the whole day mired in “digital” marketing … Continue reading →

Posted in Branding, Communications, digital marketing, Guitar, Marketing, Media, Sales, Social Media Marketing | Tagged , , , , , , | Comments Off on Guitar Effects: Two Legends and a Sale

Need an EVP of Brand Safety? You’ve Got a Problem!

Posted on Monday, 28 August 2017 9:57 am by markpilip

It took a second read of the “Lets Talk About The Brand Safety Tax” column in AdExchanger last Tuesday to catch this: It’s a small price to pay, said John Montgomery, global EVP of brand safety at GroupM, running somewhere … Continue reading →

Posted in Branding, digital marketing, Media, Strategy | Tagged , , , | Comments Off on Need an EVP of Brand Safety? You’ve Got a Problem!

Source Level Triage

Posted on Tuesday, 22 August 2017 9:08 am by markpilip

Let’s assume you’ve built your marketing whiffletree and have a banding model at the source level that you can analyze every Monday. Of course, you’ll sort your sources from most effective to least and do more of the things that … Continue reading →

Posted in Marketing, Media, Philosophy, Tactics | Tagged , , , | 2 Comments