At the recent Discover MarTech virtual event, where I was honored to host a roundtable discussion, I was intrigued by a marketer who wondered whether marketing would be harder as the economy begins to reopen. He suggested it was because the polarization that divides our society on so many issues now extends to the pandemic, […]
Just a few weeks ago, I wrote about the bizarre Q4 rise of brand text ad cost per click (CPC) on Google, following a Q3 in which brand CPC was actually declining. This despite the fact that Google brand top-of-the-page and first-page minimum bid estimates continued to decline steadily through the end of 2017. While […]
Patrick Dolan, President & COO of the Interactive Advertising Bureau (IAB), remembers the first IAB Annual Leadership Meeting in 2008. There was a lot of discussion about a new technology called programmatic advertising. The industry was just emerging and there were a lot of concerns about advertising creative, inventory, supply, and the science behind ad […]
