Performance
Swimming up(bid)stream
Columnist James Green takes a look at the explosive growth of the bidstream, the challenges of header bidding and how automation and data science will shape the future of ad buying.
James Green is chief executive officer at Magnetic, a technology company with a marketing platform for enterprises, brands and agencies. James is charged with driving the company’s strategic vision and overall expansion.
Performance
The duopoly dilemma: Is it worth buying digital media beyond Facebook and Google?
As Google and Facebook continue to dominate the digital ad industry and smaller players shrink, columnist James Green discusses why you need to look beyond the walled gardens and seek value everywhere.
Performance
Demystifying AI: Understanding the human-machine relationship
How is AI affecting you? From autonomous cars to digital advertising, columnist James Green explores how artificial intelligence is impacting our jobs and our lives.
Management
In the debate over net neutrality, make some noise
As the battle over net neutrality heats up, columnist James Green chips away at some misconceptions about the regulations to help you understand what's at stake for advertisers.
Performance
Brands are facing a whole new world of retail realities
Columnist James Green discusses the trends that are impacting struggling brick-and-mortar retailers and the strategies brands need to implement to survive.
Performance
A smarter approach to ‘back to school’ marketing
Columnist James Green explains why marketers need to evolve from a decades-old traditional paradigm and instead view back-to-school marketing as a year-round strategy.
Operations
My advice to Google and Facebook on brand safety
Columnist James Green calls on tech behemoths Facebook and Google to work together to allow for transparency that will help fight ad fraud and ensure brand safety.
Operations
A digital marketing CEO’s prescription to cure advertising fraud
As the threat of ad fraud continues to loom over digital marketers, columnist James Green lays out the ingredients we need to promote transparency and drive the industry forward.
Performance
Turn your email challenges into opportunities to get more personal
Columnist James Green discusses how data can be used to create personalized email marketing strategies that enhance -- and are enhanced by -- your other digital marketing activities.
Performance
Welcome, 2017! Some bold martech predictions for the year ahead
What's in store for the martech space this year? From exciting innovations to potentially troublesome developments, columnist James Green discusses the trends that will dominate 2017.
Management
A marketer’s take on the Trump era
From the continued rise of branded content to the end of net neutrality, columnist James Green predicts what marketers may see under the new administration.
Management
Psychology and personalization: two P’s in a pod
Guest contributor Tyler Marcum of Magnetic discusses the power of personalization in creating more effective digital marketing strategies.
Performance
Strategies to maximize retail marketing efforts BEFORE holiday sales events
The holidays are just around the corner, and columnist James Green has tips for maximizing the time before the shopping craze begins to ensure the success of your seasonal sales.
Operations
The martech lowdown: 2016 trends in review and a look at our bright future
What's in store for martech? Columnist James Green takes a look at the trends in 2016 and which advancements will shape the industry next year.
Experience
Can digital kill the television star?
As more dollars and eyeballs shift to digital video, what does it mean for marketers? Columnist James Green takes a look at the rise of video advertising and people's changing viewing habits.
Performance
How Verizon’s Yahoo buy will reshape the digital ad marketplace
Verizon's recent acquisition of Yahoo suggests that it is looking to scale, but is it enough to catapult the company into the league of Facebook and Google? Columnist James Green explores.
Performance
Holiday marketing: Take some cues from 2015 trends
As digital continues to shift consumer behavior, columnist James Green takes a look at last year's holiday retail trends to help you know what to expect this year.
Data
Creating the VIP treatment for your customers
How do you give consumers the star treatment they want? Columnist James Green says you need to look toward data, decision-making engines and channels to deliver the best experience.
Performance
The secret to email marketing success: delivering relevance
The only way to keep your customers on board is to learn about them and connect with them in a relevant way, explains columnist James Green.
Data
Why agencies and marketers need to think and act like data companies
It's no longer enough to offer compelling creative. Columnist James Green says marketing agencies need to tap into the power of data if they want to satisfy clients and drive results.