As with many things in our industry, what is old is new again. For the last decade, Marketers have been laser focused on performance marketing and rightfully so. Since the dawn of Internet advertising, Marketers have been focused on CTR, CPA, ROAS, etc… as a way to justify their spend. So to be safe, when … Continue reading The Next Big Thing is Old but with 4% CTR’s
Transparency in a process involves it being completely visible and open to scrutiny, so that it’s clear that nothing is being hidden. Personally, I don’t think this describes our industry, nor does the Association of National Advertisers. The ANA recently published a report called, “The CMO’s Guide to Programmatic Transparency.” I found this to be … Continue reading Transparency Should Exist Everywhere?