Archive for Eric Picard

92 articles
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Ad Serving 101, Revised
Time for an update to the introductory course. Nov 17, 2008
Winning in Online Advertising in a Down Economy
Providing a means to preserve revenue and margins, increase efficiency, or reduce costs always has a place -- especially when times are tough. Oct 20, 2008
Appearing Soon in an Ad Near You
Imagine this: ads featuring you, your kid, and your ex-girlfriend! Why it's not as far-fetched as it seems. Sep 22, 2008
Why Search Doesn't Really Matter
Rules that exist for search advertising don't necessarily apply to other media. Here's why. Aug 25, 2008
Supply and Demand in Online Advertising
What's wrong with today's approach to buying and selling online display advertising -- and a proposal for change. Jul 28, 2008
Counting the Streams in a New Media Age
Media distribution is becoming fragmented much quicker than the currency can handle. Jun 30, 2008
Is an Impression a Commodity?
At what point does the delivery vehicle for digital advertising move from being a premium good to being a raw commodity? Jun 2, 2008
Media Agencies vs. Ad Networks
As an advertiser, why would you buy from an ad network that can mark up inventory to any amount it likes? May 5, 2008
The Future of Advertising: A Conversation With Jeff Einstein, Part 2
Is the obsession with ROI an exercise in arrogance? Last of a series. Apr 7, 2008
The Future of Advertising: A Conversation With Jeff Einstein, Part 1
Is the obsession with ROI an exercise in arrogance? Part one of a series. Mar 10, 2008
Managing Your Career in Digital Advertising
Today's online advertising jobs will translate into leadership roles for all advertising within the next decade. Feb 11, 2008
Why Local Ads Aren't Coming Online
Blame it on creative production and a lack of online inventory. Jan 14, 2008
Counting the Streams in a New Media Age
Media distribution is becoming fragmented much quicker than the currency can handle. Dec 17, 2007
Are Analysts Wrong About Online Ad Growth?
Analysts attribute revenue to the online ad industry in the wrong way. There's a better model. Nov 19, 2007
The Left Brain and Right Brain at War
Despite technology advances, the advertising business will remain incredibly creative. Oct 22, 2007
Automating the Ad Agencies
Agencies must find a way to scale their businesses, grow margins, and add significant value to the ecosystem. Sep 24, 2007
Search as a Branding Vehicle
How search might work for brand advertisers. Aug 27, 2007
Ad Exchanges Are the Future
Ad exchanges are where advertising's promise will be realized. This means new roles for buyers, publishers, and ad sales. Jul 30, 2007
Starting a Company in the Ad Ecosystem
A better formula for starting -- and selling -- an ad tech company. Jul 2, 2007
Advertising on the Surface
New technology from Microsoft just might change the world of online advertising as we know it. Jun 4, 2007