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COLLECTIVE VIEWS

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OUR NEW YEAR’S RESOLUTION: A CONTINUED COMMITMENT TO TRANSPARENCYDecember 23, 2016

As the year comes to a close, it’s time for new year’s resolutions. This coming year, we’ll be making the same resolution we have in the past: a continued commitment to transparency for our clients and partners in the world of programmatic media. We applaud the efforts of White Ops and the Trustworthy and Accountability […]

TODAY DMP, TOMORROW DAPNovember 21, 2016

VIA MEDIAPOST The recent Krux acquisition by Salesforce marks the latest consolidation in a crowded marketing technology landscape. As companies continue to try to build end-to-end marketing tech stacks that bring data together from across media channels and from every corner of the business, they have the opportunity to go from merely identifying potential consumers […]

THE KEY TO TRANSPARENCY IS TECHNOLOGY, NOT SIMPLY TERMS AND CONDITIONSSeptember 20, 2016

VIA MEDIAPOST Marketers have been clamoring for more transparency and accountability, a movement underscored by the ANA’s recent transparency recommendations and earlier K2/ANA report. While these reports may seem to take aim at agencies and vendors, they actually present a unique opportunity to transform the dynamic among agencies, vendors and clients to be more open […]

TO REACH LIKELY VOTERS, POLITICAL ADVERTISERS MUST MOVE BEYOND FIRST-PARTY DATAFebruary 8, 2016

Written by Peter Pasi, VP of Political Sales Borrell Associates predicts candidates will spend $1 billion on political digital advertising ahead of the 2016 election. While that’s only a fraction of the total advertising picture, it’s a huge jump from the $159 million spent on digital outreach in 2012. Political programmatic advertising requires a dramatically different […]

INTEGRAL AD SCIENCE LAUNCHES CERTIFIED VIEWABILITY PARTNER PROGRAMDecember 8, 2015

Via Marketwired Integral Ad Science, the leader in quantifying digital media quality, today announced its Certified Viewability Partner Program. The program showcases media sellers who utilize Integral’s discrepancy-free viewability measurement and are prepared to use the data as the bill of record to transact on viewability. The discrepancy-free measurement alleviates operational challenges for both buyers […]

THE MARKETING PINATA: A QUICK LOOK AT MULTI-TOUCH ATTRIBUTIONNovember 19, 2015

Three children are at a party, waiting to swing at a piñata. The first child takes a swing, causing significant structural damage, but failing to break the shell. A second child takes an equally impressive swing and creates a few cracks in the piñata’s surface, but still no candy. Finally, a third child steps up […]

VIEWABILITY, AD FRAUD, PRIVACY — OH MYNovember 11, 2015

At the ANA Masters of Marketing in October, Collective had the opportunity to poll attendees as part of our “Audience Insight of the Day” sponsorship. We asked marketers to address their greatest concerns in the digital space. Their answers sent a clear message of where our industry needs to focus attention. With programmatic ad serving, […]

THE DREAM OF A WELL-CURATED RTB WORLDNovember 5, 2015

Transparency.  Viewability.  Verification.   Our lexicon of the hottest terms in the ad tech space all revolve around a central theme: lack of trust. Looking back to the beginning of real-time ad exchanges, the incredible reach, scale, and targeting abilities of RTB platforms were so transformative for marketers that they didn’t worry as much about fuzzier […]

INSIGHTS FROM THE ANA MASTERS OF MARKETINGOctober 28, 2015

On a scale of one to ten, how well do you know your most valuable consumer? Collective recently sponsored the Audience Insight of the Day at the ANA Masters of Marketing and asked attendees this question. You may be surprised to see their responses:

THE FLAW OF AVERAGES & RISKS OF NON-TRANSPARENCYOctober 23, 2015

AdExchanger recently published an article discussing the risks of averages and non-transparency within our space. The article uncovers the flaws of complacency within campaign results, where the average KPI of all tactics falls within goal, and yet individual tactics are outside the desired range of performance. The article also lends great advice for Media Planners […]