Mike Baker

Mike Baker

President

DataXu

Mike Baker is president and CEO of DataXu. He has been pioneering digital media platforms for 20 years and is a widely recognized thought leader in interactive advertising. Before cofounding DataXu, he was vice president at Nokia, where he created and ran Nokia Interactive. Baker came to Nokia through its acquisition of mobile advertising leader Enpocket in 2007, where he was the founding investor and CEO. Baker was previously a partner at venture capital firm GrandBanks Capital. He has also been executive vice president at CMGI and Engage Technologies, an innovator in online advertising and behavioral targeting. Baker holds degrees in law and telecommunications management.

RECENT ARTICLES BY MIKE BAKER

change-just-ahead

Reinventing the CMO

Aug 6, 2012 - The new wave of digital marketing management tools has given today's CMO the ability to measure, normalize, and rationalize marketing. Comments

Looking to Cut Marketing Costs?

Jul 9, 2012 - Putting the squeeze on creative is not the answer. Comments

The Next Big Trend in Digital Marketing: Programmatic Premium

Jun 11, 2012 - Marketers can now serve the right message to the right consumer, reducing waste and improving returns on their guaranteed media investments. Comments

A Call for Transparency: Are Dynamic Price Floors Good for the Industry?

Mar 28, 2012 - As the uptake of real-time bidding for digital display advertising grows, have you ever wondered how the markets operate behind the scenes? Comments

Leading the Agency Evolution

Feb 21, 2012 - Getting to the heart of data-driven mobile advertising with Neo@Ogilvy. Comments

Will Digital Advertising Wait for Your Brand?

Oct 24, 2011 - Brand marketers are still resisting digital. What are the risks and rewards? Comments

5 Ways to Reinvent the AOR for the Digital Age

Oct 17, 2011 - Agencies of record must move from "complain mode" to thrive mode. Here's how. Comments

Can Audience Insights Boost the ROI of Social Media Ads?

Sep 6, 2011 - Savvy marketers can use data and insights from Facebook campaigns to optimize media plans on the "open web." Comments

'Adjust' Your Video Strategies for Better Results

May 2, 2011 - High-quality video inventory and advanced measurement and analytics tools are driving the growth and maturation of video advertising... Comments

Online Advertising Goes Open Source

Mar 7, 2011 - A Q&A with Chris Davey, senior vice president and managing director of SapientNitro. Comments

The Future of Advertising: How Technology Is Transforming Consumer Engagement

Oct 18, 2010 - A Q&A with Adam Cahill, EVP co-media director, Hill Holliday and Jon Verna, managing director, Run Inc. Comments

Search and Display: Has Convergence Arrived?

Aug 23, 2010 - A Q&A with Dax Hamman, VP display media at iCrossing. Comments

Advances in Audience Buying: What's Next?

Jun 2, 2010 - Audience data can greatly enhance the accuracy of demand side platforms and real-time bidding. BlueKai's Omar Tawakol discusses data quality and the... Comments

A 10-Step Guide to Evaluating Demand-Side Platforms

Mar 19, 2010 - DSP technology is all about making more intelligent decisions, so here are some factors to consider. Comments

Tap Into the Real Value of Consumer Data With Real-Time Bidding

Feb 19, 2010 - Target your desired customer with greater precision using real-time bidding and demand side platform optimization. Comments

How to Power Your 2010 Media Plan with Real-Time Bidding

Jan 22, 2010 - An approach to buying display ad media can help meet conversion goals and branding objectives. Here's how. Comments

What Demand-Side Platforms Can Mean for a Media Plan

Dec 14, 2009 - A look at an approach that's designed to remove inefficiencies from the traditional display ad media buying model. Comments

Sizing Up the Sources of Real-Time Ad Inventory

Nov 16, 2009 - Suppliers of real-time ad inventory fall into three categories: ad exchanges, publisher yield optimizers, and ad networks. What makes these suppliers... Comments

Real-Time Bidding: What It Is and Why It Matters

Oct 19, 2009 - The auction media model, which helped to drive the explosive growth of search marketing, now comes to online display advertising. Comments

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