Category: Targeting
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Read All About It: Online News Has No Clue About Optimization
I’ve been reluctant to write more about publishers issues with monetization having recently written pieces here, here, here and here but the recent spotlight cast by Rupurt Murdoch on Google’s traffic and sympathetic follow up pieces by respected writers like Tom Foremski and Michael Arrington have now boiled me over. Having spent the better part of a…
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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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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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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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Google Stripping Referring URL Parameters Will Leave Many Naked
Back in early February Google did a little test. It decided to test an AJAX SERP. This meant Google sent natural search result traffic to sites without any passing identifying parameters except the top-level domain google.com. Message Boards and Blogs lit up immediately. They stopped the test (to 10% of traffic) quickly but in March seemed…
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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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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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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 