2021 Article Archive

Goodbye 2021, Hello 20-20-Too? I sure hope not. This year we made great progress at Method Media Intelligence. This year I had written several "thought leadership"articles. I wanted to consolidate some of my writings for the year here, hope you enjoy (again).

Is your measurement provider giving you a compass or a GPS? featured in Adexchanger

Transparency and reporting for the sake of reporting isn't valuable. But the repercussions are worse than just a lack of value. Surface-level reporting provides a false sense of security and direction.?

Why Prebid Alone Only Provides a False Sense of Security? featured in Ad Exchanger

Prebid IVT is ripe for the taking and let’s be clear, people are taking. Don’t get me wrong, prebid does catch some IVT and, when coupled with a postbid solution, you will see your invalid traffic issues markedly improved.

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?Flaws of Prebid and How it Impacts Brand Safety featured in AI Authority

?35% of the time you are paying for the media that you were trying to avoid. Though you did avoid 65% of that media, you paid a brand safety vendor for both the 65% and the 35%,?AND you paid the media costs of that 35%.

This is not a vendor problem. This is a signal problem. All prebid is reliant on the same fundamental signals

Three Supply Path Optimizations That Brands Are Not Doing Right Now - And Could featured in AdExchanger

You need the?auction?ID?(using DSP macros as the key values) and impression?ID?(using ad server macros), and then you can start to get a fuller picture of your spend.

The true magic happens when you combine this with quality metrics, such as invalid traffic, viewability and other signals.?This opens up your ability to optimize your supply paths and answer simple, but vital, questions, like, what is waste and what is working?

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A Con in Context featured in Emarketing Association

The bigger issue that most everyone doesn’t understand, and I’ll?remind?you for?context,?is?that?over?40%?of the internet is now bots.?

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Using the Quadratic Formula for your Ad Campaigns featured in MarTech Series

Are you paying to win digital auctions, or when your ad actually renders and is served to a user? This may seem simple, but most of the time this isn’t clear cut and advertisers may be paying to only win auctions rather than to serve ads to users. Thus, the first order of operation is: understanding your billable event. This can result in instant savings.?

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