Marketing Management
Sales organizations in media companies are facing a new world order
Adjustments in how we organize around an executive-level salesperson, rather than senior-level, to build and sign MSAs will better align for business growth.
Rob Rasko is a thought leader in the digital marketing industry. His venture, global digital solutions firm The 614 Group, enables results-driven client marketing efforts in the practice areas of content monetization and revenue strategy, brand safety, technology and digital systems integration, and corporate strategy.
Performance Marketing
Evolution of ad tech in 2019: Streaming services and content ownership
By the end of 2019, growing pains will give way to maturity in the ad market.
Customer & Digital Experience
How long will the brand safety conversation continue?
Every brand will have a nuanced definition of a safe online environment and that's where the complexity of this topic lies.
Marketing Operations
Predictions About Data Usage Post-GDPR
Contributor Rob Rasko interviewed 3 industry leaders and asked, 'Has GDPR changed business practices, the perceptions around data usage and how companies plan to operate in the future?' Here's what he learned.
Marketing Operations
Where software innovation is needed today: Martech
While there are clear leaders in software for publishers and agencies, contributor Rob Rasko says marketers still need an end-to-end solution to unify their activities.
Performance Marketing
Why are marketers talking about taking agency services in-house?
Contributor Rob Rasko explores the phenomenon, explaining how and why the brand/agency relationship needs to evolve.
Digital Transformation
Why it’s time to get bullish on accreditation for ad tech and martech in 2018
As industry groups release new standards for digital ad measurement, columnist Rob Rasko believes ad tech and martech providers will need to conform to them to stay competitive and be identified as trusted leaders.
Marketing Operations
Is establishing a brand-safety KPI a good idea?
Columnist Rob Rasko discusses the benefits of providing marketers and their agencies with a single metric for measuring brand safety.
Performance Marketing
Increasing expectations will alter the media agency’s paradigm — and brands will feel that shift
As brands demand the level of reporting that Google, Facebook and Amazon deliver, media agencies are being forced to evolve technologically. Columnist Rob Rasko discusses what marketers need to know about this new media agency.
Marketing Operations
Imagining the possibilities of marketing and artificial intelligence
Ad tech isn't dead. In fact, thanks to artificial intelligence, it's evolving. Columnist Rob Rasko discusses the ways marketers are currently taking advantage of AI to transform their strategies.
Digital Transformation
Takeaways for marketers from a conversation with Coke’s chief technologist
Columnist Rob Rasko chats with Alan Boehme, CTO of Coca-Cola, about how the soft drink giant is evolving technologically by creating a bridge between their company and the entrepreneurial community.
Performance Marketing
What will Programmatic 3.0 look like? The intersection of Wall Street and Madison Avenue
Columnist Rob Rasko believes the next iteration of programmatic will look more like a futures market, where advertisers could buy inventory for future use and lock it in a guaranteed contract.
Performance Marketing
The Brand Safety Industrial Complex: Does anyone benefit from making things safer?
What is the "Brand Safety Industrial Complex," and what challenges lie ahead for digital advertising? Columnist Rob Rasko takes a look at the history of brand safety, lessons learned, and how we can move toward a solution.
Marketing Operations
Publishers must start proactively fighting fraud and non-human traffic
Are publishers taking ad fraud seriously enough? Columnist Rob Rasko discusses the findings from a survey that looks at the impact of non-human traffic and how publishers are fighting back.
Data
How digital media won the White House for an ‘analog’ audience
Columnist Rob Rasko speaks about the power of digital advertising and how it can truly drive outcomes; case in point, the 2016 election.
Digital Transformation
Predictions for the digital advertising industry in 2017
From mobile to ad formats, columnist Rob Rasko takes a look at the trends that he predicts will drive our industry forward in the coming year.
Performance Marketing
A different view on viewability
Columnist Rob Rasko discusses the challenges of viewability as a metric and explains why it may not be the way forward for the industry.
Customer & Digital Experience
Which came first, the mobile app or the audience?
In the mobile app development world, the role of traditional advertising is murky. Columnist Rob Rasko explains how marketers and app developers can get on the same page.
Performance Marketing
Scaremongering in digital: Why ad blocking isn’t as dire as you think
Columnist Rob Rasko believes current ad-blocking predictions aren’t accurate. He offers his take on a realistic projected industry impact.
Performance Marketing
Putting the audience first in digital publishing and advertising
Columnist Rob Rasko believes digital publishers need to find the right balance between creating great content and monetizing it.