Data-Driven Thinking Archives

Championing Change: How Women In Ad Tech Can Advocate For Equality Year-Round

When Women’s History Month rolls around each March, awareness is raised to recognize women’s contributions and advocacy for gender equality. In case you missed it on your calendar, International Women’s Day was March 8, and this year’s theme was “Accelerate Action.” Considering the threat to women’s rights in the United States, the time to take […]

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Data-Driven Thinking

Principal Media Has Potential, But Only With Strong Quality Controls

Over the last few months, the subject of principal media (PM), or principal-based buying, has entered the ad tech zeitgeist. Principal media is the process where media agencies purchase media in advance, in bulk, and then resell it to their clients, often at a price that is higher than they paid but lower than what […]

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Data-Driven Thinking

To Compete With Walled Gardens, The Open Web Needs More Collaboration

It’s obvious that publishers and advertisers have a lot to offer each other. And yet, based on the way advertisers have dealt with publishers over the years, you’d think they were sworn enemies. This is far from how things play out with major walled gardens like Meta and Google. There, ingenuity and openness prevail. The […]

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Data-Driven Thinking

Advertising’s ID-Less Future Depends On More Than DSP Adoption

Because DSPs manage programmatic ad spend, they can be seen as gatekeepers wielding influence over industry standards. DSPs select inventory to bid on, interpret SSP signals and prioritize bids based on historical performance and preferences. However, advertisers, agencies, media owners and technology providers also influence the rapidly evolving programmatic ecosystem. Advertisers and agencies set budgets, […]

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Data-Driven Thinking

American By Birth, European By Data Privacy Standards

As an American ad tech CEO working for a UK-founded company, I’ve heard countless stories from peers about the challenges of cracking the European market. But is the way we approach data-driven advertising in the US really better for anyone? There’s plenty about my hometown of Baltimore that I hold dear: “Hairspray,” “The Wire” and […]

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Data-Driven Thinking

The Surprising – And Important – Link Between Chevron And Ad Tech

As privacy regulations and enforcement grow more complex, companies must keep up with key developments and continue partnering with privacy experts to understand their practical impact. One notable development that flew under the radar in recent months is the Supreme Court’s decision to overturn the long-standing doctrine of Chevron deference, established by the Supreme Court’s […]

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Data-Driven Thinking

Bug Bounties Can Transform Ad Tech

Earlier this month, many of us let out a collective groan as we received that dreaded message: “Have you seen the latest Adalytics report?” Cue the usual discussions of the ad industry’s latest horror story. Making matters worse, the Adalytics report on advertisers monetizing child sexual abuse material came just a week after DeepSee.io’s disclosures […]

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Data-Driven Thinking

AI In Q4: What Worked, What Didn’t And What’s Next

AI-driven content and personalization are no longer just an advantage; they’re a necessity. According to a recent Bain survey, top retailers achieved a 10% to 25% lift in return on ad spend through AI-powered, targeted campaigns during this past holiday shopping season. And AI’s rate of progress, particularly among industry giants like Google and Amazon, […]

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Data-Driven Thinking

From Theory To Practice: How Organizations Can Embrace Experimentation In Marketing Measurement

With thanks to Bill Grosso, CEO, Game Data Pros Experimentation has been proven to offer unrivaled insights into marketing effectiveness, but it remains underused. More on that here. But what can organizations do to successfully integrate experimentation into their measurement frameworks? Build the right team and secure executive buy-in The foundation of successful experimentation begins […]

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Data-Driven Thinking

The Uncomfortable Truth About Advertising Effectiveness: Why Marketers Avoid True Experimentation

With thanks to Igor Skokan, Global Marketing Science Director, Meta Understanding advertising effectiveness is the cornerstone of successful marketing, yet marketers often shy away from the most reliable tools for the job. Why? Because true experimentation – the kind that reveals hard truths about what works and what doesn’t – is uncomfortable. It challenges assumptions, […]

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