By Kerry Tracy Perhaps one can attribute it to the great recession but Gen Z is different in many ways from their millennial counterparts. Many would describe this generation as fiscally responsible, hard-working, competitive and determined. They are old-souls representing more traditional values and some authors have identified their personas as similar to those of…
By Kerry Tracy Dynamic Creative Optimization (DCO) is the automated process by which different display creative is served dynamically based on a variety of data points (think location, interaction history, demographics, etc.) and then optimized (served more frequently) to the better performing version. By understanding the viewer, we can deliver more personalized and…
By Kerry Tracy CEO of Working Media Group For brands that don’t feel confident in their attribution capabilities, you’re not alone! As a recent eMarketer survey shows, most marketers are not happy with the insights they’re gathering on their campaigns. CMOs and…
By Kerry Tracy OTT keeps growing – in scale, efficiency and ad revenue. In 2018, there were over 200 million OTT viewers in the US. That’s about the same number of households that pay for cable. And OTT ad revenue in the US is projected to be $40B (according to TDG Research), which is almost…
By Shreya Jois, Partnerships As Roku, one of the largest OTT platform, moves to sell their user and audience data in order to increase targeted ad sales, a question that is coming to everyone’s mind is if this is the future of OTT and TV advertising.…
By Shreya Jois, Partnerships As the news came out that Google will be changing the names of both their AdWords and DoubleClick platforms, industry professionals everywhere couldn’t help but wonder if this was Google’s way of signaling a larger attempt to become more ambitious in…
By Shreya Jois, Partnerships As subscription services for almost every type of media product are popping up everywhere, from MoviePass to Spotify, one of the biggest questions on everyone’s mind is when news media will be added to this growing list since many apps and companies have tried, but none have achieved Netflix level success.…
By Shreya Jois, Partnerships Intern Amazon’s influence and power has been unrivaled for years, but their newest move by no longer buying the top search spots in Google’s Shopping platform is a clear signal that Amazon is now making its full-fledged…