advertising Archive

When it comes to Online Advertising, Keep It Simple Stupid

When things get so complicated the best thing you can do is go back to the basics. In today’s world of online advertising, the “basics” are changing so it’s important to understand what those changes are and how they affect a marketer’s business. I wrote a piece that was featured in today’s iMedia Connection that discusses this very point. Excerpt from the article: We are …

The “Macrotization” of Ad Serving, Ad Exchanges, and Demand Side Platforms

The online advertising industry at large is sprinting towards maximizing efficiency. Overall, the working theory is that smart aggregation and assembly of various technology providers will create a unique solution for display advertising, and one that combines audience targeting, procurement, arbitrage and media trade. However, if, as Randall Rothenberg, CEO of IAB, states: “technology succeeds in driving the cost of reaching the perfect audience down …

From the Industrial Revolution to the Knowledge Era – Next Up: The Data Renaissance

The world will never be the same. Our society used to build machines and parts, in factories and in assembly lines. Today, our society builds computer programs and data bases, on laptops and in many cases, from anywhere around the world. People and businesses are becoming more efficient. They are working smarter, not harder, because they are beginning to leverage the most valuable employee of …

Monetizing YouTube and the Viral Effect

We used to live in what I will call a Media Dictatorship. A Media Dictatorship is a world where content is created by a few dictators (media companies), and as a result, those few dictators are able to charge a premium to advertisers for access to the eyeballs and ears of the people watching that premium content. This process is called television, radio, print, magazines, …

Spend Smart Money with the Smartest Companies in Social Media

(Disclaimer: I currently work for Lotame Solutions). Let’s face it, the “Social Media” buzz word has been used a bit much these days doing two things: Validating its importance and relevance in an evolving communications landscape. As the usage statistics for these social sites and platforms continue to grow, the constant referencing of the term “social media” or “social web” will only continue to rise …

Online Monetization: Beyond Advertising and into Microstransactions

Let me start by saying this: I firmly believe online advertising is and will continue to play an essential role in the economic ecosystem of the internet (so much so, that I am working at Lotame). With that said, is online advertising the only answer? Arguably No. Microtransactions: According to learnthat.com Microtransactions Definition Microtransactions are small transactions, perhaps of the order of a cent. They …