Debunking Ad-Tech Myths Thumbnail

Debunking Ad-Tech Myths

(by Richard Frankel) Much is made of the advertising-technology industry. We hear it’s complicated, it’s not adding as much value as it’s taking and that inventory isn’t very good. (A recent Digiday piece with the views of an anonymous advertising-technology executive included all these things.) The problem is they’re... read more»


Super Bowl Is Good Road Map For Upfront Buys Thumbnail

Super Bowl Is Good Road Map For Upfront Buys

(by Eric Porres) It’s almost that time of year again – time for television upfronts. As viewers continue to shift more of their time to Web and mobile, the TV ad-buying season gets a bit more complicated. Media buyers know how challenging it can be to accurately allocate budget to TV vs. online video and other emerging... read more»


The metrics you should be using Thumbnail

The metrics you should be using

(by Jarvis Mak) "You can't manage what you don't measure," is an old management adage. However, by the same token, just because you can measure something, does not mean you should manage by it. I authored a previous iMedia article about why clicks are the wrong metric. In that article, I alluded to the view-through... read more»


4 tips for moving beyond last-touch attribution Thumbnail

4 tips for moving beyond last-touch attribution

(by Jarvis Mak) In the real world, someone might see an ad on Google search, Facebook, an affiliate site, as a display ad, and in an email. And yet sole credit is given to the last ad medium the person saw before clicking and buying. It's difficult to measure the impact of multiple touch points before a person converts -- a... read more»


Rocket Fuel Aims for 2012 IPO to Boost Online Ad Sales Thumbnail

Rocket Fuel Aims for 2012 IPO to Boost Online Ad Sales

(by Brian Womack) Rocket Fuel Inc., an online advertising company, may join what’s becoming a long parade of technology companies. If market conditions allow, Rocket Fuel is aiming for an initial public offering in 2012 as the company expands its... read more»


It’s 9 p.m. Do You Know Where Your Ads Are? Thumbnail

It’s 9 p.m. Do You Know Where Your Ads Are?

“Change is good.” So goes the tagline of arguably the first viral commercial – a Doritos ad featuring recently defeated governors Ann Richards of Texas and Mario Cuomo of New York talking about “change” as they munched Doritos from the newly changed and re-branded packaging. Change has come to the $30 billion digital... read more»