Category Archives: planning

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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Your Holiday Season Mission: Customer Acquisition

We’re in peak marketing season, with under 30 days to go. Digital CPMs are rising, clearing spots at acceptable CPA is getting harder, email in-boxes are more cluttered than ever, and sales promotion is off the hook. Nothing we haven’t … Continue reading

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Marketing Navigators: Do You Have a Sextant?

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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AdTech: The Worst Server Room Ever

We get a kick out of images like this one at the left. How in the world could somebody let a system get so out of control? When Alan Kay shows this picture, he points out that every wire was … 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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Ignore “Three Rights” At Your Campaign’s Peril

I believe in the old “40/40/20” rule of direct response marketing which states that 40% of the performance of a campaign is dependent on the the list, 40% on the offer, and 20% on everything else. You can also think of it as the “Three Rights” which you must do correctly to for successful digital performance marketing campaigns. Continue reading

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