Advertisers have long been aware of the importance of monitoring frequency when it comes to their messaging. With the rise of the digital age and the countless new ad venues that it opened, advertisers recognized the need to avoid exposure to too many ad impressions, both as means of improving the user experience and ensuring their ad buys garner the needed reach.
The rise of the connected car has been swift. With most auto manufacturers beginning to offer apps on the in-car dashboard, integrations with voice assistants, and swipe navigation, the latest cars on the market seem more like software platforms that people just happen to drive.
While OTT has gained a larger piece of the media pie, measuring its engagement through connected devices and in households is deeply flawed. Keith Petri explores the importance of effective measurement for marketers to better understand their audiences.
The cross-device landscape is one that’s rife with widespread misunderstandings. Anyone who gazes into their crystal ball and claims to have all the answers is likely wrong, writes Keith Petri, Chief Strategy Officer, Screen6, exclusively for ExchangeWire.
In the ad tech industry, we spend a lot of time talking to ourselves. Our industry tends to congregate at a series of events throughout the year — Advertising Week, Dmexco, Cannes, and a half a dozen others — and everyone’s “must attend” list is eerily similar. That’s a problem.
It’s hard to go a day in our industry without stumbling across a news or opinion piece related to “The Duopoly,” Facebook and Google. Screen6 CEO, David de Jong, shares his thoughts on who he believes will be the duopoly breaker.
Recently, there have been a number of public discussions that cross-device addressability within OTT is easy to do and essentially a solved issue. However, this is not the case. Not even close. Keith Petri explains why on MarTech Series.
Nearly every advertiser today understands the importance of cross-device tracking as it relates to delivering informed, seamless marketing and customer experiences. However, very few understand just how complicated and challenging.
ExchangeWire invites over 100 thought leaders from across the industry to share their views. Experts, including Screen6 CEO, David de Jong, predict what the industry will need to face in 2018.
Keith Petri, CSO of Screen6, shares why marketers today need to think both in real-time and in 24-hour increments, reconsidering how often they review and manage data and their campaigns.