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COLLECTIVE VIEWS

The latest news you want to read.

Category: Insights And Transparency

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 […]

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 […]

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 […]

THE TRUE COST OF PROGRAMMATICOctober 14, 2015

Advertising Age recently published an article about the “Hidden Costs of Programmatic,” addressing an issue that has become common in the industry. The advent of programmatic advertising was revolutionary for marketers. The data-driven, automated approach enabled them to accurately target audiences at scale and serve ads across screens and formats in mere milliseconds. Programmatic inventory […]

COLLECTIVE IS MAKING IT EASIER FOR TV ADVERTISERS ONE, TWO, OR THREE SCREENS AT A TIMESeptember 25, 2015

Collective, a leading programmatic, multiscreen advertising company recently received a patent for its technology to target online advertisements to consumers based on their TV viewing habits. The technology allows marketers to synchronize ads across multiple devices. This, coupled with Collective’s TV viewing data pool, enables marketers to increase the efficiency of their video campaigns and […]

ARE VENDORS DRIVING YOUR CAMPAIGNS? HOW TO KEEP CONTROLSeptember 24, 2015

Today’s digital marketers must invest in the best tools available to manage their campaigns and drive measureable results. However, marketing technology tools require significant investment, not just in dollars, but also in data and labor. Marketers spend hours and thousands of dollars setting up campaigns in technology stacks that they’ve either purchased whole or cobbled […]