An article from June, AdAge ran an interesting perspective on the death of the digital agency. The author, Mary Ellen Dugan, based her commentary on evolving the creative agency model, but the points raised nonetheless rang true in my more media-oriented world. Chief among them (although the article itself is never as direct as the […]
The Secret to Adding Value through Data: Start with What Got You Here
Let’s start off by acknowledging the elephant in the room: the path to a more data-driven marketing strategy or more accountable media campaigns is almost never limited by access to data. If critical information isn’t currently being captured, figure out how to collect it. So why is it so complex to answer simple questions using […]
How Might the FCC’s Reclassification of ISPs Affect Advertising?
The FCC just voted to reclassify internet providers (ISPs) as Title I information services, and the internet as we know it is likely to change. Since 2015, ISPs had beenclassified as Title II “common carriers,” or utilities. Title II classification means stricter federal regulation in order to, in theory, better protect consumers’ access to the […]
Will Incentivizing Consumers Revitalize the Ad-Supported Content Model?
Advances in digital technology have made measuring individual interactions with content at scale common practice. Now cryptocurrencies, and more importantly the blockchain technology that underpins them, may clear the way for users to be directly compensated for the time they spend consuming content. Is this the next step towards improving the ad-supported business model? Or […]