Category Archives: Tactics

Killing the Paywall

Posted on Monday, 12 August 2019 7:56 am by markpilip

Tom Goodwin’s recent article, “Why making content on the internet free was our biggest mistake… and how to fix it” is required reading for all marketers in publishing. I’ve felt this way for a long time. Mr. Goodwin only wrote … Continue reading →

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First Mile Problems

Posted on Thursday, 18 April 2019 7:30 am by markpilip

I was recently interviewed by Tim Furey, CEO of MarketBridge, on The Last Mile Podcast. Among our discussion of SAC, CAC, LTV, ROI, other three-letter acronyms, we also spent time on “first mile” marketing problems. As a practicing performance/direct response … Continue reading →

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Ads on blogs

Posted on Monday, 26 November 2018 9:24 am by markpilip

I just had a chance to check my blog. Here’s the type of quality ad that gets served on blogs like mine. Do you know if the creative is automatically generated by some brilliant AI? Or have you ever really … Continue reading →

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The Forgotten Boolean NOT

Posted on Tuesday, 3 April 2018 9:02 am by markpilip

I spent last week in Glasgow and London, with a UK SIM card temporarily in my phone. As part of my daily routine of checking Twitter, I learned that many social media advertisers and agencies have forgotten how to use … Continue reading →

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The Root of Digital Advertising B.S.

Posted on Thursday, 25 January 2018 9:41 am by markpilip

For years, Bob Hoffman has been writing about the delusion held by advertisers that people want to interact with us or our ads. I was an early adopter of that now-disproven fantasy. I bought in back in ’89-’90 when I … Continue reading →

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As long as we’re going to malls ourselves and not sending non-human traffic–like drones or social media strategists–there to get our stuff, programmatic OOH makes sense. See, I’m not totally against buying media programmatically!

Posted on Wednesday, 27 December 2017 8:42 am by markpilip | Comments Off on Humans Still Go To Malls

Déjà Vu: The Partner Curse

Posted on Thursday, 30 November 2017 9:13 am by markpilip

I’m sure you’ve read about Hyphbot, but if you haven’t, here’s a good piece at The Drum which you should read. In the article, this line from Jay Stevens, the Adform CRO, hit me: “Premium publishers, like the FT are … Continue reading →

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Your Holiday Season Mission: Customer Acquisition

Posted on Wednesday, 29 November 2017 10:17 am by markpilip

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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Another Day, More Digital Fraud

Posted on Wednesday, 22 November 2017 9:20 am by markpilip

How many of your ad tech and mar tech technology providers called you in September and October and said “Hey, we’re seeing some odd things happening and we think maybe there’s some new fraud taking place. Maybe you should cut … Continue reading →

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GroupM Shines Light on Middlemen

Posted on Wednesday, 15 November 2017 8:05 am by markpilip

Bravo to Group M for starting to shine the light on the adtech middlemen who reduce our working media to, at times, a pittance. Advertisers need to demand more of this behavior from our agencies. Here’s the report I want … Continue reading →

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