Category: Relevance
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Always On – Marketing Use Cases for Streaming Data Apps
Marketing Cloud maturation means your Databricks, Snowflake, AWS, Azure and GCP instances are going to be more connected to real-time data streams and apps. For brands this data flows in the form of precious first-party data and unlocks a new world of marketing possibilities. Data modeling, machine learning and real-time algorithmic decisions will become the…
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The TikTokization of Media – Understanding Who We Are
The Real Me The algorithm wars started in Search. One of the key takeaways from that time was made by the great technologist Vint Cerf who famously said Google didn’t have better algorithms, they just had more content. Algorithms becoming ingrained and habit forming in our content discovery process may have started with Search but…
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The New Google Era
Something has been happening on the Google SERPs (Search Engine Result Pages). It is the very thing that the FTC just closed the case on. It is the delivery on the promise that Larry and Sergey made from the beginning. That Google would organize the world’s information and make it universally accessible. The keywords (pun…
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End of the CPM Experiment
The flag bearer of display advertising was always Yahoo. Their massive sales force stoked 15 years of equity into “the web banner.” Yahoo arguably had the greatest hand in providing the economic foundation for the entire web for many of its formative years. That is why nothing better symbolizes the collapse of that foundation better…
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Defending the Future of Mobile Ads
The first time I read Fred Wilson’s Mobile is Where the Growth Is I was disturbed. I commented. Not what I really wanted to say but I said something. The second time I read it I had to write a blog response. Now I agree there’s a shift happening. But… This is unknown. Foursquare hasn’t…
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Yieldbot Begins Empowering Publishers with Intent Data
“If you think about the [advertising technology] stack there’s lots of necessary elements but it seems to me the meat in the sandwich is the intelligence layer. It’s the engine that figures out, if-this-then-this. If you think about what the most important part is that seems to me to be at the nucleus.” -Terrence Kawaja,…
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Harvesting Networked Intent
The keywords and links that we use as proxies for intent are the currency of the web. Search has shown how truly valuable they are but intent does not begin and end in Search. People don’t go to Google and figure out what their intent is – they arrive there with it. Often driven…
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Ad Wars 2011: The Publisher Empire Strikes Back
Intent is Timing When you mention the word intent in online advertising circles the first thought is invariably Search. Of course Search has thrived as a destination site for intent but intent is not generated in Search. Intent is generated many other places and is moved to Search. Most of all for advertisers, Search is…
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