Tag Archives: digital marketing

Automation and Digital Marketing

Why are digital marketing vendors so obsessed with automating the processes involved in advertising? Continue reading

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Ad Exchange Rules of Thumb

Working with ad exchanges? Do these things. Continue reading

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Fake News Root Cause: Digital Advertisers

Somewhere in our rush to use digital media, we got obsessed with reach and the size of audiences (the magic word again) and impressions. We got taken for a ride by the ad tech industry hucksters, who built an almost-perfect money-making machine on top of fake inventory created on phony websites. Continue reading

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Mayan Marketing

“All you have to know is what it is.” Said Richard Feynman, in his introduction to his famous Sir Douglas Robb Lectures on quantum electrodynamics at Auckland University in 1979. Feynman’s brilliance in those lectures and his book on the … Continue reading

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Ad Fraud Crash Course

It’s relatively easy to educate yourself on advertising fraud. There’s a bunch of good videos from security expertis and, yes ad fraud prevention vendors, about how it works and what you–as an advertiser or agency–might be able to do about it. 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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Blockchain vs. Digital Fraud?

As every advertiser should be able to tell you, it is preferable to have confidence in the ad inventory at the impression level before buying to playing whack-a-mole with easily-gamed anti-fraud technologies grafted on during and after the buying process. Continue reading

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Fairy Tale: “Ads We Want to See”

One of the biggest fantasies shared by digital marketers and advertising technology providers is that people want to see ads. The problem isn’t them, it’s us. If only we installed more technology (and chipped away at privacy a little more), we’d … Continue reading

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Native Advertising: New Name, Same Old Trickery

We used to call this stuff “advertorials.” It was easily identifiable, except to the most gullible reader, and was usually purchased by the most gullible advertiser. The digital crew call it “native advertising” but it’s the same thing. Two questions: If … Continue reading

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“Audiences” Mostly Aren’t

Unlike theatrical audiences, who pay money and make a conscious decision to invest their time in something, the online audience is very different. Mostly, it’s people (well, actually bots) that have kind of stumbled on your site/app/whatever and are desperately … Continue reading

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