When it comes to campaign design and measurement, many sizes fit all
When you focus on tuning one campaign KPI, you inevitably affect the others. It's an imperfect world where you must be aware of the tradeoffs you're making.
Contributor
Chuck Moran's latest articles
How to make interactive video creative work for your brand
Contributor Chuck Moran argues that the time for dismissing interactive video advertising has passed. Here's how to craft creative that maximizes the opportunity.
Advanced TV: The final piece of the programmatic puzzle
As brands and agencies evolve their corporate structure to adapt to developments in martech, contributor Chuck Moran argues they must factor programmatic TV into their calculations.
The future of TV advertising in today’s digital world
TV advertising isn't what it used to be -- it's much more, argues contributor Chuck Moran.
Solving for cross-device complexity with multi-touch attribution
Multi-touch attribution isn't new, but technological advances have brought it within reach and made it more important than ever, says contributor Chuck Moran.
When it comes to marketing, it pays to think like the big guys
Marketing technology lets small brands execute campaigns modeled on elaborate international product launches. Contributor Chuck Moran explains how.
Game over: The death of the sales funnel and leveling up attribution
As the customer journey becomes increasingly complex, contributor Chuck Moran discusses the new rules of the game and why the way we view attribution needs to shift.
Retailers, software might be eating your lunch, but it won’t eat everything
With closures and tech shifts, it looks like hard times for brick-and-mortar retailers. But columnist Chuck Moran says they need to take a page from digital advertising and understand that the human touch still matters.
Fraudsters don’t sleep, no matter who owns the tools to fight them
Columnist Chuck Moran takes a look at the wave of consolidation in the ad verification space and discusses what it means for marketers in their search for transparency and solutions to fraud.
Capturing dark social activity can help brands avoid data commodification
Don't ignore the data on activity that happens outside of regular social channels. Contributor Chuck Moran explains how using dark social will set your data strategy apart from the competition’s.
Capturing dark social activity can help brands avoid data commodification
Don't ignore the data on activity that happens outside of regular social channels. Contributor Chuck Moran explains how using dark social will set your data strategy apart from the competition’s.
Navigating the programmatic turn in content distribution
As programmatic becomes a viable means of distributing branded content, columnist Chuck Moran discusses the risks involving brand safety, viewability and verification and how brands can prepare.
The brand safety problem is bigger than the news cycle — and so are the solutions
Brand safety controversies emerge and then disappear again with the news cycle. But columnist Chuck Moran believes it's an ongoing issue with no quick fixes, and advertisers can't afford to be complacent.
What can legacy media teach us about programmatic’s future?
Digital technologies revolutionized the way we consume media, but columnist Chuck Moran wonders if there are some elements of old media (print, TV) that advertisers might take back if we could.
4 lessons from a decade of ad tech disruption
Columnist Chuck Moran explains how the lessons learned from the evolution of ad tech over the years can be applied to martech.
What influencer marketing can learn from PR’s history
Influencer marketing, like public relations, is hard to measure. Contributor Chuck Moran discusses the difficulties marketers face when gauging the impact of an influencer marketing program and the lessons we can learn from the PR industry.
Why martech data should drive ad tech
Customer data, the engine that drives your ad campaigns, is often divorced from the ad tech stack. Columnist Chuck Moran discusses how integrating martech and ad tech stacks can enhance programs, optimize delivery and maximize ROI on media spend.
Cross-device ad tech: How to vet potential partners providing this critical stack element
The need for cross-device tracking is so acute that marketers are vulnerable to charlatans whose solutions are more hype than reality. Contributor Chuck Moran advises on the questions to ask and the considerations to weigh.
The FTC isn’t going to save influencer marketing from itself, but the industry could
Contributor Chuck Moran believes marketers need to look beyond FTC efforts and set a standard to ensure transparency in influencer marketing.