Articles

Connected Cars: The Opportunity Is Closer Than Marketers Think

May 8, 2018 | By Rebecca Calejo in Articles

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.

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OTT Audience Measurement: It’s Going to Be Hard, but Worth It

May 3, 2018 | By Rebecca Calejo in Articles

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.

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The Problem With The Ad Tech Echo Chamber

March 13, 2018 | By Rebecca Calejo in Articles

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.

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The Duopoly Breaker Won’t Be Who You Expect

March 12, 2018 | By Rebecca Calejo in Articles

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.

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Addressability in OTT Is More Than Just Checking The Box

February 12, 2018 | By Rebecca Calejo in Articles

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.

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The Ever-Moving Target of Cross-Device Tracking

January 24, 2018 | By Rebecca Calejo in Articles

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.

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Data Freshness is at the Core of Cross-Device Accuracy

December 19, 2017 | By Rebecca Calejo in Articles

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.

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