Opinion
The latest opinion pieces by industry thought leaders
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5 tips to boost customer engagement with native ads
Demand for the format has grown more than 3x since 2015, cementing its role as an essential part of the marketing mix, writes Oath's Courtney McKlveen.
Courtney McKlveen • April 18, 2018 -
Why rewarded video could be the next programmatic frontier
Opt-in, rewarded video will deliver a new type of data that could help inform future programmatic buys, writes OpenX's Maggie Mesa.
Maggie Mesa • April 13, 2018 -
Mobile fraud trends to watch in 2018: SDK spoofing and click injections
Without active fraud prevention, user acquisition managers risk wasting a major share of marketing budgets this year, writes Adjust's CTO Paul Muller.
Paul Muller • April 02, 2018 -
Today's mobile gaming ads: Why it's time for brands to think again
Outdated misconceptions and an expected growth surge point to why marketers should focus more on mobile gaming's highly engaged audience, writes deltaDNA's CEO.
Mark Robinson • March 26, 2018 -
Calls for a new breed of adviser brands to deliver personalized experiences
Consumers are increasingly searching for content tailored to their interests, paving a prime opportunity for marketers, writes Altimeter's Brian Solis.
Brian Solis • March 21, 2018 -
The secret to overcoming loyalty pain points
Customer data is key for increasing overall satisfaction, so it's essential to listen to the needs of rewards members and minimize their frustrations, writes HelloWorld's Michela Baxter.
Michela Baxter • March 07, 2018 -
Micro-influencer or brand ambassador: which offers the bigger payoff?
Depending on a brand's needs, both options can be key to a successful social campaign, writes Brian Freeman, CEO and founder of Heartbeat.
Brian Freeman • March 05, 2018 -
7 mobile advertising trends we'll see more of in 2018
Rewarded video and convenience are two top focus areas that marketers can't afford to miss, writes AdColony's Sekip Can Gokalp.
Sekip Can Gokalp • March 01, 2018 -
5 trends that will shape app marketing in 2018
AI, evolving ad formats and increasing ROAS are some of the trends likely to impact how apps are marketed this year, writes Ran Milo, Bidalgo's VP of marketing.
Ran Milo • Feb. 28, 2018 -
4 ways consumer insights can help boost your brand
Crimson Hexagon's CMO Lou Jordano highlights how tracking social media conversations can deliver measurable business value.
Lou Jordano • Feb. 23, 2018 -
The risk of publishers becoming a slave to their KPIs
The urge to show growth often hinders marketers from pursuing the actual substance they're truly after, writes Playbuzz's CEO Shaul Olmert.
Shaul Olmert • Feb. 20, 2018 -
How the iPhone's AR potential could transform mobile advertising
Where Apple leads, others likely will follow, writes Sabio Mobile's creative director Jean Yap McNamara.
Jean Yap McNamara • Feb. 15, 2018 -
Mobility data: Understanding consumer activation
Mobility data is a new, rich source of information. Within its limitations, it can be used instead of or in addition to second- and third-party engagement data, according to Ed Ramsey of Valassis.
Ed Ramsey • Feb. 13, 2018 -
CES 2018: The car tech trends that parallel marketing today
Marketers should look at other industries such as car tech to develop a hypothesis for future human behavior, writes Jeff Tan, SVP and mobile stack lead at Dentsu Aegis Network USA.
Jeff Tan • Feb. 07, 2018 -
What does 'mobile' actually mean in the affiliate world?
Determining the best strategy for a company requires defining what "mobile" means for your business, writes Acceleration Partners's Matthew Wool.
Matthew Wool • Feb. 05, 2018 -
5 mobile design trends to watch in 2018
Melyssa Cramer, Kargo's associate director of ad product and innovation lays, out top mobile design trends that will help put the "art in ad tech" this year.
Melyssa Cramer • Jan. 25, 2018 -
How big of a concern is mobile brand safety?
Expect the quality-minded CMO to have guidelines for agencies and any networks with whom the company is considering doing business, writes TabMo's Renaud Biet.
Renaud Biet • Jan. 22, 2018 -
What's in store for app marketing in 2018
App marketers will ask more of user acquisition and start to build probabilistic models in 2018, writes Lucktastic's Alex Tarrand.
Alex Tarrand • Jan. 18, 2018 -
Location intelligence: 2017 highlights and 2018 predictions
As high-quality location data becomes commoditized, there will be more focus on tools that let marketers use this data as core components of their strategies, writes Ubimo's Gilad Amitai.
Gilad Amitai • Jan. 16, 2018 -
How brands can use innovative ad formats to break through clutter
It's crucial to find interesting ways to grab consumers' attention without feeling like an interruption, writes Cheetah Mobile's Johnny Li.
Johnny Li • Jan. 10, 2018 -
Recapping top retailers' holiday 2017 push and SMS messaging
Salesforce's Melinda Krueger assesses retailers' digital messaging efforts, pinpointing critical strengths and weaknesses.
Melinda Krueger • Jan. 08, 2018 -
The future of app marketing: Shifting from a B2C to B2B2C model
With consumer reluctance, rampant fraud and the burden of managing endless intermediaries in the conversion funnel, perhaps it's time to reconsider a new app selling model, writes Digital Turbine's Daphna Steinmetz.
Daphna Steinmetz • Jan. 03, 2018 -
Where does brand safety go from here?
After many brands boycotted YouTube earlier this year for fear of having their ads placed alongside hate speech and negative content, some are turning to premium publishers and direct buys, writes Zvelo CEO Jeff Finn.
Jeff Finn • Dec. 26, 2017 -
How to build a chatbot rich in functionality
By finding and fixing the biggest bottlenecks of a chatbot, users will have a smoother experience and be more likely to return, writes Botanalytics's lker Koksal.
Ilker Koksal • Dec. 22, 2017 -
Buzzword to brand necessity: Best practices for using AR in marketing
AR is a powerful tool for engaging consumers and growing brands, but we're still determining how to maximize its impact, Blippar's Omaid Hiwaizi writes.
Omaid Hiwaizi • Dec. 18, 2017