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NY Times: Two Ad Giants Chasing Google in Merger Deal
By Tanzina Vega For years, the advertising business has been driven by the Madison Avenue mythology of small independent shops coming up with the snappy catchphrase or memorable TV commercial that becomes part of everyday culture. But the announcement on Sunday of the merger of two industry giants, Omnicom and…
Tips for Gauging Social Media Success
Brands looking to expand the reach of their messaging hardly need to be sold on the power of social networking, but once the foundation has been laid, getting the most from a social media campaign means not only having clearly defined goals, but knowing how to recognize when you’ve reached…
Growing Complexity of Ad Networks Spurs Verification Push
In the 1989 movie Field of Dreams, a voice from beyond the grave assures farmer Ray Kinsella (played by Kevin Costner), “If you build it they will come.” Unfortunately, when it comes to digital advertising, it doesn’t always work out that way. According to a recent report from comScore, 54%…
Will Device Fragmentation Spark a New Wave of Analytics?
It seems that every day the mobile revolution opens a new door for companies seeking direct access into the lives of consumers. From predictive analytics and near-field communications to geo-targeting and 4G broadband, the ever-growing toolkit for next-generation product marketers not only offers unprecedented insight into buyer behavior, but –…
Call of the Creatives
Tech expertise is not the only skill needed to be a data scientist For decades, amateur students of psychology have riffed on the so-called split brain hypothesis, which posits that creativity is housed in the right brain, while the left brain is responsible for analytic functioning. The fact that I’m…
MediaPost: Omnicom, Not WPP or Publicis, Dominates Madison Avenue’s Tech Story
By Joe Mandese If you follow the trade press (including this publication), you’d think that WPP and Publicis dominate Madison Avenue’s technology beat, but according to some sophisticated new research analyzing the impact each of the major agency holding companies—and their most influential people—have on the ad industry technology narrative,…