A Clean, Well-Lighted Place
Actionable Analysis

A Clean, Well-Lighted Place

19y Dave Morgan

A Clean, Well-Lighted Place

Offer a clean and pleasant place for advertisers to place their messages. Read More...

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Impressions Count
Actionable Analysis

Impressions Count

19y Dave Morgan

Impressions Count

Google ushers in online advertising fuzziness -- which is not as bad as it may sound. Read More...

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Expensive Clutter: The Next Inventory Problem
Actionable Analysis

Expensive Clutter: The Next Inventory Problem

19y Dave Morgan

Expensive Clutter: The Next Inventory Problem

The way publishers price and sell their online inventory is too often in inverse proportion to its value. Read More...

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RSS Advertising, Coming Fast
Actionable Analysis

RSS Advertising, Coming Fast

19y Dave Morgan

RSS Advertising, Coming Fast

Consumer RSS usage is already large, and it's growing fast. More important, its effectiveness is finally becoming measurable. Read More...

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Making the Cookie Case to Consumers
Actionable Analysis

Making the Cookie Case to Consumers

19y Dave Morgan

Making the Cookie Case to Consumers

Deletion needn't bethe way cookies crumble. Read More...

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Audience Segments and the New Creative
Actionable Analysis

Audience Segments and the New Creative

19y Dave Morgan

Audience Segments and the New Creative

There's no such thing as one-size-fits-all creative when you're addressing precisely targeted audience segments. Read More...

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The Year of Online Brand Advertising
Actionable Analysis

The Year of Online Brand Advertising

19y Dave Morgan

The Year of Online Brand Advertising

Brand mangers have demonstrated they'll go where they can find their target audience. This year, it will be online. Read More...

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Sell-Side Advertising: Sellers Become Seekers
Actionable Analysis

Sell-Side Advertising: Sellers Become Seekers

19y Dave Morgan

Sell-Side Advertising: Sellers Become Seekers

Sell-side advertising takes PPC advertising to the next level and changes the tradition media sales equation. Read More...

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Spyware Legislation, Revisited
Actionable Analysis

Spyware Legislation, Revisited

19y Dave Morgan

Spyware Legislation, Revisited

Cookies are essential to online advertising and publishing. Help lawmakers create a spyware law that limits collateral damage to cookies. Read More...

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How to Measure Behavioral Targeting's True Effectiveness
Actionable Analysis

How to Measure Behavioral Targeting's True Effectiveness

19y Dave Morgan

How to Measure Behavioral Targeting's True Effecti...

How to ask the right questions and get clear answers. Read More...

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Another Watershed Year for Old Media
Actionable Analysis

Another Watershed Year for Old Media

19y Dave Morgan

Another Watershed Year for Old Media

Browsers, banners, and now search. Old media is at a crossroads -- again. Read More...

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Thoughts for 2005: New Media Is No Longer New
Actionable Analysis

Thoughts for 2005: New Media Is No Longer New

19y Dave Morgan

Thoughts for 2005: New Media Is No Longer New

2005 will be a great year for online advertising and digital marketing. How to prove we can be the superior medium for marketers to reach their custom...

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What's Next for Behavioral Targeting?
Actionable Analysis

What's Next for Behavioral Targeting?

19y Dave Morgan

What's Next for Behavioral Targeting?

Two compelling applications of next-generation behavioral targeting. Read More...

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Sorting Out the Content Tail
Actionable Analysis

Sorting Out the Content Tail

19y Dave Morgan

Sorting Out the Content Tail

Much self-published content directly relates to content published in traditional media channels. What, if anything, should media companies do about it...

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Behavioral Versus Contextual: Why Choose Only One?
Actionable Analysis

Behavioral Versus Contextual: Why Choose Only One?

19y Dave Morgan

Behavioral Versus Contextual: Why Choose Only One?

Behavioral targeting can enhance contextually targeted ads and vice versa. So why make it an either/or debate? Read More...

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It's Filtering, Not Targeting
Actionable Analysis

It's Filtering, Not Targeting

20y Dave Morgan

It's Filtering, Not Targeting

The value proposition starts with filtering ads for consumers, not targeting them. Read More...

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Can Consumer Privacy and Targeting Coexist?
Actionable Analysis

Can Consumer Privacy and Targeting Coexist?

20y Dave Morgan

Can Consumer Privacy and Targeting Coexist?

The real consumer issue? Trust, not privacy. Read More...

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Inventory Management Problems: The Buy-Side Angle
Actionable Analysis

Inventory Management Problems: The Buy-Side Angle

20y Dave Morgan

Inventory Management Problems: The Buy-Side Angle

The saturation bottleneck. Read More

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Sizing A Behavioral Targeting Segment, Part 1
Actionable Analysis

Sizing A Behavioral Targeting Segment, Part 1

20y Dave Morgan

Sizing A Behavioral Targeting Segment, Part 1

How big -- or small -- should a targeted audience segment be? Read More...

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The Endangered Cookie
Actionable Analysis

The Endangered Cookie

20y Dave Morgan

The Endangered Cookie

If misguided legislation crumbles the cookie, online advertising, publishing, and e-commerce will be much less sweet. Read More...

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The New Inventory Problem, Part 2
Actionable Analysis

The New Inventory Problem, Part 2

20y Dave Morgan

The New Inventory Problem, Part 2

Is premium pricing a solution for the inventory crunch? Read More...

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The New Inventory Problem, Part 1
Actionable Analysis

The New Inventory Problem, Part 1

20y Dave Morgan

The New Inventory Problem, Part 1

Frequency caps: Just when you thought things were tough in inventory management, they got even tougher. Read More...

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Wearing the White Hat: Delivering Numbers People Can Trust
Actionable Analysis

Wearing the White Hat: Delivering Numbers People Can Trust

20y Dave Morgan

Wearing the White Hat: Delivering Numbers People C...

What does it mean in practice to ensure the numbers we report to the marketplace and advertisers are above reproach? Read More...

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Setting Behavioral Targeting Standards, Part 2
Actionable Analysis

Setting Behavioral Targeting Standards, Part 2

20y Dave Morgan

Setting Behavioral Targeting Standards, Part 2

Standards for capturing and using behavioral targeting campaign data: Who owns the data? What can each party do with it? What should they do with it? ...

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Setting Behavioral Targeting Standards, Part 1
Actionable Analysis

Setting Behavioral Targeting Standards, Part 1

20y Dave Morgan

Setting Behavioral Targeting Standards, Part 1

Start with less pollution, more transparency. First in a series. Read More...

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Behavioral Targeting: Then and Now
Actionable Analysis

Behavioral Targeting: Then and Now

20y Dave Morgan

Behavioral Targeting: Then and Now

Why will behavioral targeting work now? Why didn't it work then? Read More...

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Newspaper Publishers: Don't Make a Bad Situation Worse, Part 2
Actionable Analysis

Newspaper Publishers: Don't Make a Bad Situation Worse, Part 2

20y Dave Morgan

Newspaper Publishers: Don't Make a Bad Situation W...

Using the Internet to save millions of dollars and retain customers. Read More...

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