Category: Relevance
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Interviewed by AdExchanger
If you are at all involved in display advertising AdExchanger.com is a daily must read. So I was really psyched when they wanted to interview me and that interview was published today. It covers what we are doing at RAMP Digital and my POV on the state and future of the digital ad industry. …
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People & Performance NOT Pages & Prices
The following post was originally published as a guest post for the AdMonsters blog in advance of my speaking at their Leadership Forum. For more reading on the ideas contained here I also recommend this post and this post on Chris Dixon's blog. Fragmentation = Problems & Opportunities No one will argue that the Display marketplace is an…
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Reaping The Ads You Sow
Trends in search provide amazing intelligence. So much so that Google has provided a destination site with information even non-data junkies will find interesting. You can look at this data and understand two things about online marketing. TV drives a great deal of search inventory/demand/price/scale Getting media channels to work together can reap huge rewards Different…
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Pubs Need to Get the Performance $ignal
There is growing debate about the future of journalism and to a greater extent publishing in the digital age. The axis of the conversation is revenue generation or lack thereof. The problem in this space is one that frustrates me enormously because the answers are there. We know how to make money on the…
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Recap: Search Becomes the Display Operating System
"So yeah I sampled your voice, you was using it wrong/ You made it a hot line, I made it a hot song" – Jay Z, Takeover It was with the swagger that comes from presenting at my 5th SES in San Jose that I created a new presentation below for the session I put…
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Data is Easy. Optimization is Hard.
For the past 15 years web analytics has been namely about one thing, counting. Counting is very important and as an industry we have become infatuated with it. Never before could a medium really count what was happening with it. Attributable media was and continues to be truly revolutionary. Attribution quickly formed the business models…
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The Market Forces Killing Display Advertising
Display advertising is at a crossroads. Its core foundation, the publisher, is crumbling. The latest technology advances are little more than band-aids that invite scrutiny. The channel that once seemed destined to define digital is latching onto as many operating principles from Search as it can. It might be time to make a deal with…
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Audience: Display Advertising’s Cat in the Hat?
Display advertising, which at one time looked like the web’s glorious channel is now a glory hole for direct marketing. In many respects brand advertisers have themselves to blame, not believing that a click is branding and fumbling around with poor microsite driven strategies that have zero ROI. The fact of the matter is an…
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API Battle Plans: Fighting for Next
We have reached maturation point with APIs where the three core components of the web experience – content, utility & data – are becoming readily available via API delivery. The implication of this growth is nothing less than the next web. A smarter web that delivers improved relevance, a better experience and expanded revenue generation…
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Transcendence: The Power of Publishing is Marketing
This is getting tired. Recent comments by Jim Spanfeller and remarks at yesterday’s hearing on The Future of Journalism are just the latest show of disregard for the major changes that have taken place in the digital medium over the past five years. As Grove said about technology, only the paranoid survive. Publishers haven’t been…
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Busy Being Born: Creative Technology & Analytics
Twice in the past week I have had conversations about the creative use of technology. My point was that technology by itself has all the elements necessary for creativity to flourish. Coding is creative. The web has progressed to date only because of those who thought about technology from a creative perspective. It’s something many…
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SES Presentation: Search Becomes the Display OS
75% of the audience was agencies and amazingly 80% of those people were running both Search and Display campaigns. As my fellow presenter Scott Rafer has noted on more than one occasion the falling cost of Display can bring back better returns than search. Believe it! I saw it myself three times this week for…
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Speaking and Clinic at SES New York
Next week Search Engine Strategies rolls into my home turf and I’ll be involved in a couple of ways. On Tuesday March 24th in the Expo Hall I will running an audience based clinic. 3:00pm Expo Hall: CPA Optimization StationWith advertising dollars more accountable than ever optimizing your Cost Per Acquisition or Cost per Action…
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Will New OPA Creative Sizes Help Redefine Display?
I’ve been pretty adamant that new creative sizes were needed to help advertisers so when I woke up this morning to see the OPA has announced three new ad sizes I was thrilled. Clearly my excitement has not been matched by a lot a folks who see this as “shouting louder” and in fact if…
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Why Is Recovery.gov Making Online Access to ARRA Difficult?
Note: This post has bias to no political party — other than the optimizers of freedom. There has to be a reason that the good folks at recovery.gov want to make it difficult to view the full ARRA (American Recovery and Reinvestment Act) bill. First, I had to fish around before finding the actual law that…
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Advanced Landing Pages – SMX West
For years, first with javascript testing and content targeting tools and now adding APIs and semantic technology, I have maintained that landing pages are the most advanced forms of digital marketing — the ultimate marriage of technology with creative. So it was great to finally get an “advanced” landing pages session on the schedule this…
Optimize & Prophesize 