Should marketers own programmatic accounts as they do with SEM & Social?
Contributor Kevin Lee discusses the pros and cons of large brands bringing some elements of programmatic media in-house.
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Kevin Lee's latest articles
How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC campaigns.
Programmatic performance marketing (aka affiliate marketing) questions and answers
Contributor Kevin Lee takes a close look at affiliate marketing and how it fits into the programmatic advertising space.
Unit economics: The foundation of a good SEM campaign
Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions.
GDN or DSP: How to decide
Trying to decide whether to use the Google Display Network or a DSP to boost your display reach? Columnist Kevin Lee weighs the pros and cons of each.
2018: Year of the Influencer or year of the influencer marketing implosion?
Influencer marketing has become very popular as a form of social media marketing, but can that popularity last? Columinst Kevin Lee discusses some of the benefits and risks of this strategy.
Coming to terms with fake reviews
In the same way that Google considers some forms of SEO to be unacceptable, they and other review sites dislike any reviews that aren’t organic -- yet fake reviews are still prevalent. Columnist Kevin Lee discusses the scope of the problem and why you should resist the temptation to solicit fake reviews.
15 ways to ride the audience wave
If you're not taking advantage of the slew of targeting options available for audiences, you're missing out. Columnist Kevin Lee shares 15 tools you should have in your targeting toolbox.
Using the ‘Russia strategy’ on programmatic
There's no question that Russia's meddling with US politics is perturbing, but columnist Kevin Lee believes some of the strategies can be applied to programmatic campaigns.
7 killer ad tips for YouTube & video
Looking to add video advertising to your marketing mix? Columnist Kevin Lee shares some advice for ways to take advantage of YouTube's video advertising platform.
Tuning into podcast sponsorship, programmatic audio and native audio sponsorships
As brand dollars shift from traditional radio to digital media buying, columnist Kevin Lee explains how, just like in the early days of paid search, online audio is providing big opportunities for marketers.
Amazon advertising: Beyond Prime Day
Whether it's a friend, foe or frenemy, Amazon is a powerful force among both brands and marketers. Contributor Kevin Lee says if you’re planning to advertise on Amazon.com, the time to do it is now.
New Quality Score metrics: What matters most, and how to improve your ads
Looking for ways to gain an advantage in paid search? Columnist Kevin Lee has some ideas to increase Quality Score metrics and surpass your competitors.
Audiences: It’s not just ‘who’ — it’s ‘where’ and ‘when’
While marketers tend to focus on the 'who' of their media plan, columnist Kevin Lee explains why you can't ignore essential 'non-who' elements such as 'when' and 'where.'
How to decide ‘Should I bid?’
Are your paid search ads cannibalizing your organic search traffic? Columnist Kevin Lee explores the problem of determining when it's worth it to bid and when it's better to let organic do the work.
Whitelists vs. blacklists for programmatic media
Should you use whitelists or blacklists, and does it matter? In the age of fake news, says columnist Kevin Lee, it should matter a lot to programmatic advertisers.
Methbot, fake news and five other reasons SEM/SEO interest will surge
Columnist Kevin Lee is predicting that 2017 will be another great year for paid search, due in part to events both within and outside of the industry.
How programmatic and header bidding will disrupt all media in 2017
Columnist Kevin Lee explains the ins and outs of header bidding in programmatic display and how it will make its way into other forms of media.
Should advertisers pressure Facebook to be audited?
In the wake of Facebook's latest metrics errors, contributor Kevin Lee discusses the impact on marketers and why an audit would help ensure the right level of measurement transparency.
Why good SEO is strategic
To many on the upper rungs of the corporate ladder, “SEO” is still a geeky term whose effects are considered to be marginal, rather than central to the company's marketing efforts. Columnist Kevin Lee explains why this view needs to change.
Bad creative = bad results in programmatic display, native and video
Contributor Kevin Lee discusses how you can win in today’s programmatic ad marketplace, where the algorithms reward creative and messaging excellence.
Dear Google, how about OS targeting? Programmatic search?
In light of the recent updates to device bidding in AdWords, columnist Kevin Lee suggests ways in which Google might build on these changes to make the platform even more valuable to advertisers.
Large marketers are winning in programmatic (Here’s what you can do to stop them)
How do you compete against the 'big boys; in programmatic? Contributor Kevin Lee discusses where large marketers have an advantage and what you can do to level the playing field.