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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How LG Works Advertising Into Smart TVs

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Thanks to its smart TVs, LG Electronics controls a channel that can bring the granularity of digital advertising into the world of connected TV. But LG is a consumer electronics manufacturer, not an advertising company, and in recent years it has learned how to accommodate a new business practice. Its first foray into ad monetizationContinue reading »

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Democrats, Left Behind Online, Push For More Digital Dollars

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A year ago, the Democratic Party data-driven ecosystem, a network of consultants, liberal digital media agencies and campaign tech vendors, was confident it would hold the White House, flip the Supreme Court and maybe even reclaim a Senate majority. Now, there is a sense of urgency as Democrats up and down ballots seek to reclaimContinue reading »

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Publicis Spine CEO Lisa Donohue Dishes On The Holdco’s Latest Data Centralization Strategy

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Publicis Groupe on Wednesday launched Publicis Spine, a technology and data platform that gives its agencies access to a universal ID and a centralized team of engineers, analysts and strategists. Led by former Starcom Global Brand President Lisa Donohue, Spine is the backbone of Publicis’ goal to make business transformation a core service for clients.Continue reading »

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How Getting Back To Its Roots Helped KFC Navigate Its Future As A Brand

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KFC had lost its way. While the fast-food chain was growing internationally, by 2013, it had faced seven straight years of quarterly store traffic declines in the US, causing it to lose 40% of its business. Fueling the struggle was an out-of-touch brand, said CMO Kevin Hochman at the ANA Masters of Marketing conference inContinue reading »

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Google’s ‘DMP-Like’ Measurement System Gains Steam

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Since launching a proprietary YouTube measurement system last January (and later expanding it to DoubleClick and the Google Display Network), Google has been pretty buttoned up about its Ads Data Hub. However, Google VP of Product Management Brad Bender tells AdExchanger that adoption of the audience management tool is strong. Google claims Ads Data HubContinue reading »

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UK CEO Of Hearts & Science: “Earning Your Keep By Buying Media Will Drag You Down”

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Agency holding company stocks are down. Many of the biggest advertisers are struggling. Omnicom agency Hearts & Science thinks it’s found the solution to serve clients in an era of disruption. “It’s a highly commoditized media marketplace, and will only get more so because of automation,” said Frances Ralston-Good, UK CEO of Hearts & Science.Continue reading »

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Facebook’s Post-Russia Ad Policy Changes Have Implications For All Advertisers

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The changes that Facebook is making in response to its ongoing Russia-linked ads predicament will impact every advertiser on the platform, not just political advertisers. For one, Facebook’s effort to introduce more transparency into political advertising could start bubbling up information that brands can use as competitive intel to track trends and make suppositions aboutContinue reading »

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How Clorox Brought Its Brand Back To Life On Digital

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When The Clorox Company made its first big investment in programmatic a few years ago, it helped the CPG double its market share in the cleaning category in just a few months. But a heavy focus on bottom-funnel, promotional ads caused its brand to deteriorate, said Eric Reynolds, CMO of Clorox at the ANA MastersContinue reading »

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Marketers Warm To Google And Facebook As The Blame Shifts To Ad Tech Middlemen

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Despite a year marred by brand safety blunders, measurement errors and targeting missteps, marketers are mending ties with Facebook and Google as they place blame for the industry’s many issues on its ad tech underbelly. “Just 25% of CMOs’ digital media investment reaches target audiences,” said ANA CEO Bob Liodice during his opening remarks atContinue reading »

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