Forget Everything You Know About Your Customers

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“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Peterson, managing partner at R2C Group. We marketers love to imagine our customers. We want to see them, understand them and get inside their heads. We make PowerPoint slidesContinue reading »

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Marriott Brings Customer Hospitality To Inhospitable Digital Media

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Marriott is reshaping its marketing strategy around a customer identity graph called Flywheel the hotel chain developed to turn its segmented customer funnel into a single pipeline. Marriott began working on Flywheel with Facebook last year to map its 100-million-member loyalty program to Facebook targeting signals, like travel searches or when people are in anContinue reading »

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Fill Rates And Other Issues With Video Header Bidding

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ed Shannon, chief revenue officer at SpringServe. The “I won the lottery” element of display header bidding is not the same with video. As others have noted, there is no actual header in video,Continue reading »

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Iponweb’s Boris Mouzykantskii Offers History Lesson; Wal-Mart Plans More Acquisitions

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Dr. Boris Ad tech “godfather” Boris Mouzykantskii recounts the early days of Iponweb in a conversation with Gartner Research VP Martin Kihn. He describes the work he did for Brian O’Kelley, who was then pulling all-nighters writing code that would become Right Media. LaterContinue reading »

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Will Amazon Buy A Consultancy Or Will Consultancies Learn From Amazon?

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“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Keiser, founder and CEO at LiveIntent. While WPP’s Martin Sorrell has sounded the alarm, the rest of the industry is just catching on: Amazon is racing ahead to ownContinue reading »

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The Crawl, Walk, Run Guide To Frequency Management

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This is the second in a series on demystifying the best practices in media today. Read the first on audience suppression. Frequency management, which first emerged when advertisers tried to calculate reach and media impact of their traditional TV buys, is tricky even for the most sophisticated marketers. And it’s gotten trickier with the adventContinue reading »

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Time Out Digital Reinvents Itself Using TripAdvisor As A Model

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As print publishers figure out how to remake themselves for digital, Time Out has come up with an unusual solution: Borrow the revenue model – and former CMO and president – of TripAdvisor. Time Out once recommended events, hotels and restaurants to readers, but it no longer stops there. Now the publisher allows readers toContinue reading »

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Nielsen Aims To Fill In The Blanks Around Ad-Free Viewing On Netflix

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Although Netflix’s audience is large (and growing), it’s notoriously hard to measure. Nielsen hopes to remove some of the difficulty gauging audience viewership in ad-free environments like Netflix with its launch Wednesday of a syndicated measurement service called Nielsen Subscription Video On Demand (SVOD) Content Ratings. Eight networks and studios, including A&E, Disney-ABC, Lionsgate, NBCUniversalContinue reading »

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Tylenol Is Feeling Good About Its Mobile Strategy

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Most brands don’t want to be the first thing someone thinks of when they get a stress headache or feel pain after exercise – but Tylenol does. As part of a recent campaign to promote the relaunch of its Rapid Release Gels sub-brand after a 2009 recall, Tylenol wanted to be top-of-mind with potential customers inContinue reading »

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NBCU, Snap Tie Up For Originals; New Ad Fraud Same As Old Ad Fraud

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Networked Television NBCUniversal is putting its $500 million investment in Snap to good use with a joint TV production studio creating scripted Snapchat programs. The studio has already inked a partnership with Donut Studios, which will create short-form shows with 10-second ad breaks. SomeContinue reading »

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