LATEST POSTS FROM Tom Burg

B2B Companies: Use Retargeting to Find New Clients

Retargeting need not be merely a tactic for B2C companies to reach consumers. Done right, it can be an incredibly effective way to reach future clients, as long as you combine the right retargeting tactics with strong and tailored messaging. To illustrate the effectiveness of B2B retargeting, I want to call attention to a case [...]

3 Options for Retargeting without Pixeling your Site

Retargeting is a common tactic used to keep top-of-mind after a consumer’s visit to an advertiser’s site or product pages.  Occasionally, Centro customers won’t be able (or are not allowed) to put a tracking pixel on their site.  I’m here to let you know that there are other options at your disposal to do ‘siteless’ [...]

Have your cake and eat it too: adopting a brand safety approach that doesn’t cost you scale.

The calling card of programmatic advertising is reach, and marketers enjoy the ability to generate massive scale for their campaigns in a smart and data-driven way.  But if you poll marketers, what’s precluding them from an even bigger commitment to programmatic is a persistent concern around brand safety.  According to the IAB, nearly 1 in [...]

Centro DSP Spotlight: Seize The Mobile Video Opportunity

According to eMarketer, mobile video ad spending in the US is estimated to grow 47% in 2016. (Going from $2.7 billion in 2015, to $4.08 billion in 2016.) By 2018, mobile video is expected to be a $6 billion a year market alone. It’s pretty clear to see, we’re in the midst of a tremendous [...]

Centro DSP Spotlight: Combat Low-Quality Sites With Blacklists

When managing programmatic RTB campaigns, maintaining a high standard of inventory quality is a crucial task. If left unaddressed, low-quality sites make performance optimization futile, as they poison the effectiveness of your campaigns from the outset. To combat low-quality sites, it’s recommended you vigilantly monitor fraud. You can automatically do this with 3rd party fraud [...]

Dreaming of the Omni-Channel Customer Journey

Is the omni-channel customer journey reality or just a dream? Earlier this month I attended the inaugural Omni.Digital conference in Chicago, hosted by AdExchanger. My main takeaway from the event was fairly simple: as an industry, we have lots of work ahead of us. According to a recent eConsultancy report, only 17% of marketers say [...]

Programmatic Zeitgeist: The Implications of Google Pulling YouTube Inventory Off Its Ad Exchange

Earlier this month, Google made an aggressive move by announcing that it would be pulling YouTube video inventory completely off of the DoubleClick Ad Exchange by January 1, 2016. YouTube will remain available through DoubleClick Bid Manager (DBM), Google AdWords, and Google Preferred, its premium upfront offering. All non-Google buying platforms will be locked out. [...]

Programmatic Zeitgeist: Five Important Takeaways From the IAB Programmatic Advertising Study

This week, the IAB, in conjunction with PricewaterhouseCoopers, released a study that looked at the programmatic advertising industry in 2014 in an attempt to size the market (by estimating revenue), and establish a benchmark for measuring future growth. The report looked at how dollars flow within the complex programmatic ecosystem, examined industry definitions like the [...]

#DigitalZeitgeist: Why the $25B Mobile Spend Gap Exists (And Why It Won’t Last Long)

Most of us have probably seen or heard about Mary Meeker's monstrous 2015 Annual Internet Report. One slide, however, has been getting a great deal of attention: the chart showing the $25B ad spend gap in mobile. To sum it up: the attention of populations has moved swiftly to mobile devices, but advertising dollars have [...]

It’s Time to Join the Mobile-Forward Movement

Did you know the average consumer spends 127 minutes in mobile applications a day? That’s nearly an hour more than people spend on the Web and just 41 minutes shy of the 168 minutes Americans spend watching television on a given day. It’s an opportunity worth investing in – and marketers are starting to dial [...]