Category Archives: Strategy

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

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 →

Posted on Friday, 26 January 2018 8:29 am by markpilip | Comments Off on Remove Tracking Pixels, Secure Your Data

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

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

Posted on Wednesday, 24 January 2018 7:10 am by markpilip | Comments Off on No Real Marketer Wants Their Budget Increased…

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

Improve Ad Performance With Slow, Deep, Breathing

Posted on Tuesday, 9 January 2018 8:01 am by markpilip

My mission for 2018 is to help marketers improve their digital marketing performance. It’s a mess out there. The latest example? News UK (publisher of The Sun and Times of London) finds that SSPs were still offering their inventory for … Continue reading →

Posted in digital marketing, fraud, Marketing, Media, Strategy | Tagged , , , , | Comments Off on Improve Ad Performance With Slow, Deep, Breathing

>$5 CPM for This? YouTube Head-Scratcher

Posted on Monday, 1 January 2018 11:06 am by markpilip

I’ve got a YouTube channel for experimentation purposes and “monetize” (I hate that MBA non-word) the videos to see what happens. Looking at it this morning, I noticed that  a fairly recent video of a guitar I purchased generated $6.19 … Continue reading →

Posted in Analysis, digital marketing, Guitar, Marketing, Media, Strategy | Tagged , , , , , , , , , , | Comments Off on >$5 CPM for This? YouTube Head-Scratcher

Let’s Market to Humans in 2018

Posted on Friday, 29 December 2017 9:36 am by markpilip

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 →

Posted in Behavioral economics, Data, digital marketing, Direct Response, fraud, Leadership, Media, Philosophy, Predictions, Privacy, Strategy | Tagged , , , , , , | Comments Off on Let’s Market to Humans in 2018

Zipf: A Counter to Programmatic Nonsense

Posted on Tuesday, 26 December 2017 9:07 am by markpilip

One of the arguments in favor of using programmatic buying is “variety.” As in, there’s so many websites available that there’s no efficient way to purchase on that number of sites. Because you can’t do that many direct deals, you … Continue reading →

Posted in digital marketing, Media, Strategy | Tagged , , , , | Comments Off on Zipf: A Counter to Programmatic Nonsense

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 →

Posted on Friday, 1 December 2017 9:16 am by markpilip | Comments Off on Dealing With Dump Money