John Nardone
Recent content by this author:
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Advertisers Must Get on the Right Side of Privacy
Forward June 10, 2021Brands and organizations already know that walled gardens have exploited and distorted privacy for their own ends. On the open web, the choice is up to marketers whether they’ll do the same. Cutting corners and seeking loopholes around privacy principles will only further undermine consumer trust.
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More Competition, Fewer Ads
Forward November 5, 2020TV is undergoing a generational shift from linear to a fragmented landscape of digital, over-the-top (OTT), and connected TV (CTV). Now it falls on whether walled gardens or advertisers dictate the terms of this massive transition.
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Navigating the New Video Landscape
Forward September 10, 2020Since the pandemic began, video consumption has grown across all categories. But most marketers struggle to take advantage of video because they are caught between traditional linear TV and digital video and they lack the tools to handle both at once.
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Marketers Grapple with Taking Creative Personalization to Higher Levels
Forward June 4, 2020Personalization is not a matter of simply aggregating data across various first- and third-party sources. The challenge is developing the creative strategies that can leverage the data in a responsible manner, foster new collaboration models, and codify the knowledge.
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The Google ID Is Gone, Now What?
Forward November 12, 2019Without the Google ID, marketers need to find new ways to build datasets to drive personalized marketing campaigns across multiple devices. Here are three obstacles and the priorities marketers must face in dealing with the massive shift the ID’s absence leaves behind.
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Getting Back to Basics
Forward September 5, 2019The sophistication and technical capabilities of programmatic advertising can be bright shiny objects that distract marketers from the fundamentals of TV advertising. Here are three points marketers should keep in mind to ensure their programmatic TV campaigns are seated on solid ground.
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Acting On Principles
Forward June 11, 2019The World Federation of Advertiser’s Global Media Charter lays out eight “principles for partnership in the digital media advertising ecosystem.” To effect real change, marketers would be wise to prioritize the WFA’s list based on the issues that require an industrywide approach.
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Programmatic Creative
Forward March 7, 2019The key to a successful programmatically created ad involves factoring in four major considerations: segmentation, context, circumstance, and time. Here’s what marketers need to do to ensure programmatic creative delivers the right message to the right person at the exact right time.
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Data-Driven Messaging
Forward August 7, 2018Media consumption has evolved to a point where brands are struggling to reach consumers in the moments they’re paying attention to any one particular medium. In order to succeed, marketers need to employ strategies centered on data-driven messaging, which helps deliver personalized messages at scale.
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