A Consultative Approach

Recently consulting companies have been stepping heavily into marketing execution. Accenture recently made a run at acquiring MDC partners. This follows at least a half dozen marketing service company acquisitions they’ve made in the last year. Historically they have...

Private Equity

Over the last few weeks there has been much reported about problems with automated digital buying, whether it’s Facebook’s misreporting of metrics, YouTube ads running within controversial videos or the latest that Header Bidding isn’t fixing brand safety problems....

The Battle Over The Pipeline

No, not the Keystone Pipeline, but the pipeline delivering content into US homes. Yesterday the FCC proposed a framework (whatever that means) for providing innovators, app developers and device manufacturers the information they need to develop new technologies. A...

The Dark Side of Programmatic Buying

Programmatic digital can be dicey when it comes to getting what you paid for and you should be concerned about fraud, bots, safety, and viewability issues that result in bad outcomes. A few months ago a prospective client asked me to evaluate a small programmatic buy...

Is Your Marketing An Investment Or A Cost?

Never underestimate the importance of goal setting and strategy in media. While smart media buying will save you money, smart media strategy will make you money. Without a well thought out media plan you are not getting the most from your budget because you have not...

A Matter of Efficiency

If you ask any media planner or buyer what the term efficiency means they will tell you that it is the way to determine relative value of different media and is usually defined as the cost per thousand impressions, CPM, of the media vehicle or buy. This results in...