We’ve all heard the expression, “actions speak louder than words.” That phrase rings especially true in the ad tech space, as the industry intuitively know what it should be doing and how it should be acting – but defiantly stands back and does little to fundamentally change.
At the heart of digital advertising is a problem that’s existed since the industry began. It’s really a simple issue — the marketing mix is missing a crucial element. But in its simplicity lies its complexity, because that crucial missing element is the consumer.
Today, CMOs are tasked with driving the top-line revenue growth for their organization. Their biggest challenge is measuring the efficacy of their marketing.
As the second largest and fastest growing population in the U.S., Hispanic Americans have a growing prominence in American society and are a critically important demographic for advertisers to understand.
Welcome to VIANT – the culmination of 15 years of passionately building up advertising technology solutions to set the new standard for excellence in marketing, targeting and creating unique relationships with consumers worldwide.
Why is there such disparity between TV and digital video ad spend today? The amount of online channels is nearly endless, and digital ads have far more potential to be interactive and engaging than traditional television ads.
The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs.
Twenty years ago, as cable TV was beginning to flourish, we set out to change an industry. My colleagues in the cable industry and I sought to transition advertisers from a singular focus on broadcast to the more efficient and effective cable TV.
The head of product development has a unique responsibility and focus to “bridge” two distinct approaches to a business: the ‘what’ of market opportunities and customer needs with the ‘how’ of building a technically robust platform.
Over the past few years, the CIO role has expanded greatly to mirror the ingrained nature of technology and its critical impact on a company’s ability to grow and serve its customer base.