Richard L. Tso

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.



Yahoo’s Next Move: How the Acquisition of Flurry Amps up Mobile Ad Play

Written on
July 24th 2014
Author
  |   Richard L. Tso

Just on the heels of Yahoo’s lackluster Q2 earnings call last week, Re/code broke the news that Yahoo will be acquiring mobile analytics and ad marketplace company Flurry for as much as $1 billion although actual financial details have not been disclosed. This purchase coincides with Marissa Mayer’s vision to help turn Yahoo into a “mobile-first company” as she articulated on last week on earnings call before the Flurry news ... More...

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

Written on
July 22nd 2014
Author
  |   Richard L. Tso

By now, you’ve undoubtedly heard about programmatic advertising, how it doing for the ad world what the automated assembly line did for the automobile manufacturing industry. Last year when programmatic first burst on the scene, the IAB reported that approximately 20 percent of all digital advertising was sold by one machine talking to another but more recent statistics place the percentage north of 40 percent and growing. For all you old-school ... More...

Mobile Ad Spend Will Surpass Print This Year as Overall Ad Market Hits $180 Billion

Written on
July 15th 2014
Author
  |   Richard L. Tso

The mobile revolution is finally paying off for publishers and brands that have made investments in beefing up advertising on smartphones and tablets. According to a new report released by eMarketer, in 2014 the overall advertising market will increase by 5.3 percent to a staggering $180.12 billion, attributable to growth in ads for mobile and television. Not since 2004 has the U.S. ad market increased by more than 5 percent. This ... More...

Why Facebook Purchased LiveRail for over $400 Million

Written on
July 7th 2014
Author
  |   Richard L. Tso

Lest we forget, Facebook is an ad company first and foremost that earns a majority of its revenue through monetizing the content that people share with friends across its massive social network. (How else would it make money? Through Facebook Gifts? No.) So as a news and personal lifestyle aggregator of photos, videos and links, Facebook is constantly looking for new technologies and datasets to make its algorithms much more ... More...

For SMBs, a New Way to Get from Drip Emails to Custom Landing Pages

Written on
June 17th 2014
Author
  |   Richard L. Tso

ADOTAS – Direct response campaigns are one of the most critical components to capturing new leads, and yet most small businesses don’t have a way to unify the disparate technologies to drive conversions. Today the marketing mix has become extremely convoluted, from email platforms like MailChimp, Constant Contact and Marketo to landing page creation and A/B testing tools like Unbounce and Hubspot. In order to unify technologies for SMB marketers, GetResponse ... More...

Vans Warped Tour Rocks Sponsor Content, Social Media, Streaming Video

Written on
June 16th 2014
Author
  |   Richard L. Tso

ADOTAS – It’s time to make some noise: The Vans Warped Tour is back for its 20th anniversary, bringing together bands, fans and brands for a rockin’ good time. After kicking off in L.A., the tour is winding through Dallas, Albuquerque, Mesa, and Las Vegas this week before hitting several cities throughout California. Beyond being just a music festival that launches tomorrow’s hottest bands, the tour’s brand-infused business model has ... More...

Twitter Earns High Marks, But Nearly 70% of Websites Are Deemed ‘Untrustworthy’

Written on
June 11th 2014
Author
  |   Richard L. Tso

ADOTAS – We are a connected world. Whether we like it or not, the Internet fuels businesses around the globe with lightning fast payment processing, the availability and convenience of cloud-based software and daily communications through email, instant message and social media. With so many businesses today reliant on Web-based technologies, website security and the preservation of data integrity are of critical importance – no matter if you are a ... More...

Ad Campaigns for NASCAR, Fruit of the Loom & Dove Men+Care Remind Us that Dads Matter

Written on
June 9th 2014
Author
  |   Richard L. Tso

ADOTAS – Call them the jokesters, the motivators, the ones in life you can depend on. With Father’s Day just around the corner, advertisers want us to remember just how important dads are in shaping the lives of their children. New campaigns for NASCAR, Fruit of the Loom and Dove Men+Care aim to break down the patriarchal family stereotypes and shine a light on men as the primary caretakers at ... More...

Inside Comcast’s Programmatic Partnership with Rubicon Project

Written on
June 4th 2014
Author
  |   Richard L. Tso

ADOTAS – Comcast’s partnership with Rubicon Project, announced earlier this week,  gives marketers the ability to buy display ads programmatically across its web properties like Xfinity and xfinityTV.com. To anyone immersed in the ad industry, this news doesn’t come as much of a surprise, since everything is moving towards the programmatic ad delivery model – using algorithms to quickly and easily fuel ad buys for display and video inventory across ... More...

Can Selfies Earn You Cash? Strengthen Brands? Save the World?

Written on
June 2nd 2014
Author
  |   Richard L. Tso

ADOTAS – The ubiquitous selfie had made its way into our daily social feeds, but why do people have the urge to snap pictures of themselves and share them with the world? While there are differing opinions as to why people embrace (or shudder at) this social phenomenon, brands and ad technology platforms have been exploring ways to capitalize on this trend and evolution of user-generated content. We can no longer ... More...


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