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.
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James Green's latest articles
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
The new normal: Changing the dynamics between brands and shoppers
Today's consumers are in control, and expectations are high. Columnist James Green says brands need to respond to the new normal by providing customers with the experience they expect and want.
The Mobile Gap: The Disconnect Between Mobile Behavior And Ad Spending
Columnist James Green believes mobile ad spending needs to catch up with the rise of mobile innovations and consumers' mobile behavior.
A Fresh Start: 2016’s Marketing Outlook
What's ahead for marketers in 2016? Columnist James Green takes a look at the technologies and trends that will help shape your marketing strategy this year.
The Pressure’s On: Data’s Impact On Brand Partnerships In 2016
What will the evolution of data and marketing intelligence mean for brand partners in 2016? Columnist James Green offers some insights on what you can expect.
Deals And Data Can Make Or Break Holiday Sales
With the holiday season nearly in full swing, shoppers are on the hunt for deals. Columnist James Green discusses why marketers need to use data to serve up the right deals to meet customer expectations.
The Ad-Blocking Holiday Diet
As the debate surrounding ad blocking heats up, columnist James Green has some tips to ensure that your ads are fit for the holidays and focus on the consumer experience.
The Human Side Of Data: The Opportunities For Marketers
With a vast quantity of data at our fingertips, it's easy to lose sight of the real people behind that information. Columnist James Green explains why marketers need technology that can help them connect with individuals.
4 Tips To Ensure You’re Prepared For The 2015 Holiday Retail Season
It's never too soon to start planning for the most crucial shopping season. Columnist James Green has pointers to ensure your marketing strategy is a success.
Reach Your Maximum Potential With Intent Data
Are you using intent data as effectively as you could be? Columnist James Green breaks down the hurdles marketers face in using intent data to its full potential.
Why Learnings From The ‘90s Banner Ad Still Apply Today
The technology behind display advertising remains a key underpinning of what advertisers are seeking today, explains columnist James Green.
Storytelling In A Data-Driven, Cross-Device Era
In a world of multiple channels and devices, how do you make the right story matter to the right people? Columnist James Green offers some guidance.
Marketers, Is Your Data Scalable?
As big data continues to be top of mind in marketing, columnist James Green outlines the questions you should be asking to get your data to work at scale.
The Data-Driven Art Of Digital Marketing
Digital marketers today have an abundance of data at their disposal, and columnist James Green notes that determining how to best utilize all these data points is truly an art form.
How Marketers Can Drive Seasonal Sales With Intent Data
Each year, marketers look forward to seasonal promotions to drive a spike in sales. Prior to each event — whether it’s the Super Bowl, Mother’s Day or Back-to-School (BTS) — search and site activity send strong signals of buying intent, which is critical to new customer acquisition and retention. Understanding how, when and where your […]
Get In The Game: How Digital Is Creating New Opportunities For Super Bowl Advertisers
Columnist James Green notes that the growth of digital media has given brands the perfect opportunity to capitalize on the Super Bowl -- without spending the big bucks on TV.
The State Of Digital Marketing In 2015
The digital marketing industry is experiencing a major transformation. The current state of digital is directly tied to data. Data are everywhere, informing marketers about audience interests, consumer intent, and device activity. As mobile use continues to increase and media is progressively being bought programmatically, consumers expect a seamless and entertaining online experience. With marketers […]
The Components Of A Well-Oiled Retargeting Machine
Not making use of retargeting yet? Contributor James Green discusses the benefits of retargeting for reaching new and existing customers.
How Digital Is Shaping Auto Marketing
Contributor James Green lays out the state of the automotive industry's digital transformation, suggesting ways companies can take advantage of the opportunity.
Attraction To Action: How Marketers Can Capitalize On The Middle Funnel
Brands often focus resources on the top and bottom of the marketing funnel, but what about the middle?
Viewability Rising As Programmatic Dominates & Fraud Proliferates
The number of companies using programmatic ad buying is increasing by the day. A recent Advertiser Perceptions survey reports that 78% of high-level decision makers are now using programmatic technologies and strategies across campaigns. On the positive side, programmatic allows marketers to buy audiences using data and increases media efficiencies. However, concerns within the real-time […]