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.



Mobile App Personalization Shifts Into High Gear

Written on
April 14th 2014
Author
  |   Richard L. Tso

ADOTAS – Apps continue to rise in popularity. It seems as though there are apps for everything these days, from utility apps that help make people’s lives easier like Mint, which aggregates bank account balance; weather apps that incorporate social elements and crowdsourced reporting; and even ones that help users identify and purchase wines through image recognition technologies. As companies rely more and more on developing apps that help unlock new functionalities and ... More...

The Rise of Private Exchanges and the Future of Agency Trading Desks

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

ADOTAS – As old-school marketing tactics are quickly replaced by more nimble automated methods to deliver ads to audiences across the web, agencies are adopting in-house platforms to help them effectively manage and buy media at scale for the portfolio of brands they represent. If you’re considering partnering with a trading desk, you’re certainly not alone. According to recent research released by OpenX, 71% of publishers and buyers trade ads ... More...

Comcast AdDelivery Expands Into International Markets with Adstream Partnership

Written on
April 8th 2014
Author
  |   Richard L. Tso

ADOTAS – People know Comcast as a cable company that brings television, Internet and phone services to households around the country. What they don’t often realize is that Comcast is actually a major infrastructure player that has built a robust and expansive national communications network for the delivery of content. As the world becomes increasingly digital, players like Comcast are looking for ways to better distribute content and help content ... More...

Facebook Puts the Brakes on Free Organic Search for Pages

Written on
April 1st 2014
Author
  |   Richard L. Tso

ADOTAS – Marketing has become increasingly social, and companies rely on creating a low-cost brand presence on social networks like Facebook, Twitter, Vine and LinkedIn as valuable sources of driving engagement through earned media. The Facebook Pages model sparked an entire industry and the creation of firms like Buddy Media (acquired by Salesforce.com) and Wildfire (acquired by Google, which has since announced it is ceasing support for the platform). Sadly, ... More...

Foursquare Checks In: Expands into Latin America, Unlocks New Markets

Written on
March 31st 2014
Author
  |   Richard L. Tso

ADOTAS – Remember Foursquare, that scrappy company that made headlines when it first burst on the social scene, allowing consumers to check-in at locations around the globe before Facebook began offering similar features on its platform? With gamification elements that encourage social sharing and online conversations about the businesses and restaurants where people frequent, recently Foursquare has gone quiet. Now it looks as though the company has been quietly been ... More...

As Google Extinguishes Wildfire, What’s Next for Social Advertising?

Written on
March 25th 2014
Author
  |   Richard L. Tso

ADOTAS – When Google purchased Wildfire for a cool $350 million back in 2012, social advertising was in its heyday and the industry was still trying to figure out a clear way to convert earned media into paid. Wildfire, Buddy Media and Virtue were red-hot companies that year, helping brands and advertisers create and manage their social presences and pages on Facebook. Even the buttoned-up likes of Salesforce.com and Oracle ... More...

EXCLUSIVE: AdRoll President Adam Berke on the Changing Adtech Landscape

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

ADOTAS – Leading a discussion about the influence on social and mobile at ad:tech San Francisco this week, AdRoll CEO Aaron Bell will highlight emerging technologies marketers can leverage to navigate cross-channel and cross-device advertising. AdRoll executives Adam Berke, Greg Fulton and Lauren Vaccarello recently penned The Retargeting Playbook, a book that helps marketers do more in mobile and display with limited marketing budgets, and will discuss these trends in ... More...

Preview: The Ins and Outs of ad:tech San Francisco 2014

Written on
March 19th 2014
Author
  |   Richard L. Tso

ADOTAS – The ad tech industry has a lot to talk about — the rise of agency trading desks, exponential growth in programmatic ad buying, the explosion of cross-channel targeting and the Facebook Exchange, among other hot topics. The stage is set for ad:tech San Francisco next week at Moscone West, where the best and brightest in the industry are ready to participate in 30 breakout sessions and watch five keynotes ... More...

The Connected Car: How Apple CarPlay and Airbiquity Choreo Fuel Tech-Integrated Lifestyles

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

ADOTAS – The automotive industry is known as being at the forefront of innovation when it comes to both advertising and technology. While Google’s development and road testing of the world’s first self-driving vehicle seems like it’s right out of some futuristic science-fiction novel, the autonomous vehicle is a major step forward a new industry that merges machine intelligence and robotics. Using algorithms, cameras, and vehicle sensors that respond to ... More...

Facebook Exchange Partner Perfect Audience Taps into Google Merchant Accounts for Retargeting

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

ADOTAS – You may already know that Facebook Exchange (FBX) allows brands to tap into consumers’ online behaviors across the Web to deliver relevant ads on its platform. For example, when someone visits a page on a site like Neiman Marcus and views a Moncler vest, ad companies use this intel to deliver ads for the same product on Facebook, hoping to drive them to make a purchase. One FBX ... More...


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