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COLLECTIVE VIEWS

The latest news you want to read.

Category: Programmatic Technology

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, […]

BRANDS NEED TO STOP TREATING THEIR AGENCIES LIKE A DENTISTJune 22, 2017

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kerry Bianchi, CEO at Collective. After an open season on shady ad industry practices, resolving transparency problems has moved to the top of the agenda for many concerned brand clients […]

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 […]

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 […]