Category Archives: Philosophy

Humans

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

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Self-Deception in Thought

“The wish is parent to the thought, and that is why nothing is easier than self-deceit. For what each person wishes, that they also believe to be true.”  Demosthenes So Dr. Robert Zimmer, president of the University of Chicago, starts … Continue reading

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Be The Solution

We get the advertising we deserve. As marketers, we’ve put our skepticism on hold. And we’ve been taken. Programmatic buying, content marketing, influencer marketing, and native advertising are just a few of the fallacies the advertising ecosystem has foisted on … Continue reading

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Remove Tracking Pixels, Secure Your Data

Data leakage from publisher sites results in loss of data revenue for the publisher. An unsophisticated buyer would never buy premium first-party data from the publisher, when they can buy “the same” stuff for pennies on the dollar from vendor … Continue reading

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Digital Marketing Tips From El Al

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

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No Real Marketer Wants Their Budget Increased…

…properly-trained marketers focus on improving business performance. A bigger marketing budget might be a second order effect.

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Immigrants and Education

“Як школа?”is something asked repeatedly of me by my grandparents growing up. The question–“how’s school?”–wasn’t just about whether I was getting A’s. Although the grade was important, the question really was “are you learning?” I found myself thinking about that … Continue reading

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Let’s Market to Humans in 2018

Market only to humans. If you only change one thing about how you undertake your marketing in 2018, let it be this one. According to the U.S. Census bureau, there were about 252.8 million adult (18+) humans in the U.S. … Continue reading

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Dealing With Dump Money

I love the holidays, but as a buyer, I hate this time of year. Media sales people and vendors are calling constantly looking for that use it or lose it “dump money.” If you have dump money, only two things … Continue reading

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Data-driven?

When somebody claims they’re a data-driven marketer, generally that means their actions are driven by cursory analysis of biased data sets, and that they lack a coherent strategy.

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