Pixel Servers

People talk about pixels all the time in digital advertising, but how does it actually work? Let’s start with an example using retargeting to illustrate the value and inner workings of the pixel. Retargeting ads are the ads that follow you around the Internet, showing you ads for things you already looked at. These are…

Viewability is Important

Reading AdExchanger some days just aggravates you. I have read articles where people talk about how advertisers shouldn’t worry about viewability if clickthrough is good. I have read articles about how frequency combined with viewability is really important, so viewability alone is a red herring. This is a red herring!

Millennial Media & The Sucky World of Adtech

Apparently ad tech really, really sucks. Millennial Media goes public like gangbusters, buys Jumptap, stumbles, gets acquired by Verizon/Aol for something like 1x revenue. How does that happen? Millennial Media was the biggest stand-alone, 100% dedicated mobile advertising business in the industry. How can they be declared a failure? eMarketer says that this is the…

When Startups and Lumascapes Collide

It is eerie, but I saw a new slide in Terry Kawaja’s deck at DMS: What was really interesting was I thought the shapes and connotations were remarkably similar to Dave McClure’s old Pirate Metrics deck: He has email in the same position, loyalty in the same position, and relates the relationship of the DMP…

Experian Is A Digital Advertising Fail

The world we live in: Some retailer has a┬ábunch of first party data, you want to match it to some DSP data set for targeting. They like to work with Experian to protect the privacy of the consumer by having a blind match. Experian tells you that it costs $25,000 to do a one time…

70% Viewability is a Bullshit Ad Standard

This is something I have been meaning to complain about for a while. The IAB announced that the “official” standard for viewability would be:   All billing should continue to be based on the number of Served Impressions during a campaign and these should be separated into two categories: Measured and Non-Measured. Given the limitations…