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ADOTAS — “The discipline of marketing is a science. As a science, it must be measured.” When I first read “The End of Marketing as We Know It” more than a decade ago, the words of legendary marketer and former Coca-Cola CMO Sergio Zyman had a huge impact on my view of marketing....
ADOTAS -- Oliver Roup, founder and CEO of VigLink, stopped by the press room at ad:tech New York 2013 to offer his impressions on the conference and the industry as a whole. VigLink is built on the idea that publishers should be compensated for the content they create and...
Small to midsize businesses and startups are strategically poised to take advantage of content marketing. Successful content marketing hinges on uniqueness, and independent companies should have an abundance of originality at their disposal. By nature, small businesses have less red tape and bureaucracy. They are nimble, agile and ripe for...
ADOTAS -- Get ready. The annual shopping hysteria that is Black Friday is just days away. And while brick and mortar stores have been prepping themselves for weeks, a recent Deloitte survey found that 68% of consumers with access to a tablet or smartphone plan to stay home and do...
As social networks like Twitter and Facebook evolve into advertising platforms, they also have a unique opportunity to help brands by providing them with information they can use to target a number of very important cohorts. In doing so, I believe they could increase their ad revenue as well,...
  ... Previous “The answer is: no. The advertising ecosystem will likely always need a direct salesforce.  What it doesn't need however is more people to sell, traffic and optimize standardized banner ads – programmatic mechanisms are clearly compressing these taxes out of the system.  The need for a qualified, educated direct sales team to...
ADOTAS – There are specific 542 dictionary words applied for as generic top-level domain as ICANN gTLDs at an average cost of million dollars each. What will these dictionary words achieve as cyber brands, what power will they exert on new and established brands and who will be the...
ADOTAS -- Hollywood. Madison Avenue. Silicon Valley. Washington, D.C. Four very distinct regions contributing expertise in highly specialized ways in the world of online content: producing the content, monetizing it, distributing it and safeguarding it. Over the last decade, consumption of online content has become an essential part of daily...
ADOTAS -- It's an opportunity for progressive retailers to connect in a more relevant manner to a new generation of shopper. Consumer attitudes about holiday retail are segmenting by age: Millennials feel manipulated; older segments feel like it's how the game is played. Holiday retail tactics are not sitting...
ADOTAS -- Mobile advertising keeps growing by leaps and bounds, so when I argue that mobile ad tech won’t be truly transformative until it transitions to a Software-as-a-Service (SaaS) model, some in the industry are bound to be skeptical. But the fact is, while mobile advertising is growing, its...
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