LATEST POSTS FROM Tom Burg

Why Digital Media Operations Built Around Collaboration Should Be The New Norm

Have you ever witnessed a bad improv comedy performance? You would know immediately if you did. The jokes fall flat, the story doesn’t follow any kind of thread, and the audience is uncomfortably lifeless. A good improv performance, though? It’s an exercise in a collective and powerful group mind. The performers get a single word [...]

Gain Instant, Actionable Insight About Your Client’s Business and Your Own

Tell me something I don’t know! That’s what I find myself shouting at the TV when I watch baseball games these days. I don’t need to be told the pitch was outside. I can see that—even without that pervasive electronic pitch tracker. I don’t need to hear the same stale hyperboles repeated over and over [...]

Today’s Digital Media Operations Aren’t Operating. Optimize Yours with Centro Platform.

You’re at the eye doctor for a check-up, and, as the technician adjusts the refractor and clicks between lenses, you’re asked to read the chart of letters on the wall. Are the letters clearer with option A or option B? What about option 1 or option 2? This continues until you’re able to clearly read [...]

Get Control of the Digital Media Operations Chaos

Ever been house hunting and walked through a professionally staged home? You’d know one if you saw it. Every element inside is perfectly curated and placed– even the mudroom lacks the messiness and disarray you’d expect. Everything is organized. You’re able to see how each item in every room works together and flows seamlessly into [...]

The Business Impact of Centralizing Your Digital Media Operations

According to a 2015 Digiday State of the Industry survey, 45% of agency employees said the most challenging aspect of their current job is the number of resources and tools they utilize. In that same survey, 25% of respondents said they are switching between software tools and platforms 21 times or more per day. Looks [...]

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 [...]