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Author: Sean Halter

Has media become just another commodity

For many years, media companies invested in building their “brands”. You knew a show was on NBC or that your favorite writer worked for the New York Times. Advertisers would buy inventory to ensure they ran with the best content providers. Today that’s all become a blended world as biddable media ensures we follow the consumer – with content almost secondary and the “brand” associated with the content almost irrelevant. Add in content aggregators like apple news and flip book and many consumers aren’t even going directly to a publishers site initially to ingest that content. All of which...

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3 Tips for Agencies and Brands to Get the Most Out of Biddable Media

Automation has transformed the marketing world as we know it from every digital touchpoint. From an advertising perspective, the development of biddable media has completely changed the game as far as how advertisers are purchasing ad space. What is biddable media? Biddable media is digital advertising that can be purchased through a third party action platform in real-time. This automated form of ad placement uses data to target specific audiences at the right place and at the right time- drastically increasing the effectiveness of brand’s advertising campaign’s. The amount of money spent on media channels where media is secured...

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ORGANIC SEARCH IS A PAIN IN THE ASS UNTIL IT’S NOT

I have a love/hate relationship with ORGANIC SEARCH (often more of the latter than the former). My biggest gripe is it shouldn’t feel complicated and I’m learning more each day that it isn’t when you start building fundamentals from the ground up. As I previously did with biddable media/programmatic, I decided what I don’t understand, I should invest in, with money, time and people. Five years ago I knew very little beyond the basics about programmatic and what I did know, I didn’t like. It felt like crappy, unsold inventory repackaged … and that’s because much of it was....

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Attribution Is All That Matters

It used to be that asking about attribution for traditional forms of media was met with a bit of a shrug. Some brands started adding call tracking numbers, QR codes and/or ad tags along with the hopes that google analytics could tell them something. Google was of course more than happy to take credit (many might say more than it deserved) for web traffic with PPC and organic search that landed on a site. That “last touch” attribution has been what’s turned google from a million dollar idea to a billion dollar company. Outside of Facebook, most other media...

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GDPR AND ITS POSITIVE IMPACT ON PROGRAMMATIC

Even if you are not doing business overseas it’s important to understand the impact of the General Data Protection Regulation, or GDPR. The GDPR is a regulation in European Union (EU) law on data protection and privacy for all individuals within the EU. It also addresses the export of personal data outside of the EU. Essentially it puts the emphasis on the media publisher to disclose what data or Personally Identifiable Information (PII) is being shared. You know those privacy policies you never read because they are written in a way to keep you from reading? That’s what really is...

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