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COLLECTIVE VIEWS

The latest news you want to read.

Category: Multi-Platform Marketing

Why Brands Should Demand API Before KPIAugust 30, 2017

This summer seems to have been open season on “walled gardens.” There are good reasons why the big-kahuna platforms restrict third-parties from operating on their networks – after all, the biggest walled gardens have few incentives to share their data, and mounting privacy concerns give them good cover. But, for brands trying to better evaluate […]

Getting The Best Content, Quality, and Performance For Your Advertising DollarAugust 15, 2017

For brand marketers, purchasing programmatic advertising can seem complex, convoluted, and costly. With fragmented ad-tech platforms, numerous specialty agency partners, and an inefficient and often intransparent process siphoning off more than 46 percent of every dollar spent in the media supply chain, no wonder there is a clamor for more control and visibility. To streamline […]

There’s more to transparency than meets the eyeAugust 8, 2017

Concerns over murky industry practices were simmering long before the ANA’s damning report on the lack of transparency across the advertising ecosystem, but it’s hard to overstate how much that bombshell mobilized the conversation when it was released last summer. This year, “transparency” is everywhere as an industry buzzword. Every company is implicated and, in an effort to […]

Is Consolidation Building New Walled Gardens?June 30, 2017

The vendor ecosystem for marketing and advertising has exploded into an overwhelming mess. Just look at the latest Marketing Technology LUMAscape. Can anyone make heads or tails of it? In addition to fragmentation, there’s the issue of big platforms and their “walled gardens.” Brand and agency stakeholders are concerned about their support for third-party verification, […]

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 […]

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 […]

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 […]

COLLECTIVE CELEBRATES A DECADE OF DIGITAL ADVERTISING EVOLUTIONOctober 21, 2015

Collective, the ad tech leader and programmatic pioneer, today celebrates a decade of innovation and achievements in the online advertising ecosystem, including: development of the industry’s first marketing cloud, patented TV Accelerator technology, debut of VISTO™ transparent reporting, dozens of strategic data and technology partnerships and accolades from within the industry.

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 […]