• 2019

    ADAGE: I am tired of reading articles about why there aren’t more women in ad tech. This question comes up like the seasonal flu, gaining broad attention and then fading away until the next outbreak. I am especially tired of reading men’s explanations of why women aren’t better represented in ad tech. READ ARTICLE

    August 20, 2019
  • Opinion: The Coming Clash Of The Martech Titans

    ADAGE: Here are five tactics marketers can use to minimize the collateral damage. After nearly a decade of digital disruption, you'd think things might have started to settle down. Not a chance. The next big tech battle is brewing, and it's all about market dominance when it comes to owning the "customer journey." Let's scope out the battle lines of where it's being fought. READ ARTICLE.

    March 5, 2019
  • Top seven digital fairy tales no one will believe anymore in 2019

    MEDIUM: For the last ten years or so, adtech boldly promised advertisers they can reach digital audiences more precisely and with greater accountability than ever before. These adtech fairy tales had advertisers flocking to their SaaS platforms very quickly and in great numbers. But after many painful experiences, marketers understood that many adtech fairy tale promises are just not believable. READ ARTICLE

    January 4, 2019
  • 2018
  • The 50 shades of ethical ad tech grey.

    THE TRUST WEB: Conversations about trust and transparency in ad tech are vexing because complexity in the ad tech supply chain makes accountability excruciatingly tough. Within this complex culture, 50 shades of ethical gray exploded into our consciousness that implicates the entire ecosystem. Read Article

    November 26, 2018
  • Do VCs expect too little from marketing tech startups?

    Medium: Not as nutty a question as you may think. If it were not so serious a question — I would appear daft. As it is, ventures are regularly required to jump through incredibly high hoops — be disruptive, have IP that can withstand competitive challenges, be a socially conscious venture ready to change the world all the while creating value that can exit with a ”B” somewhere in there. Read Article

    November 20, 2018

    ADAGE The era of Mad Men did not end in the 1960's or 70s. In fact, the era of Mad Men is still very much with us—the misogyny, the chauvinism and the harassment perpetuated by legions of "agency white dudes," confident in their right to rule the ad world. Read Article

    September 21, 2018

    ADAGE: When the Cambridge/Facebook scandal first broke, financial analysts, held their breath to see if ad dollars would flee as the depth of the breach in trust became obvious. This question seemed settled with Facebook's crushingly impressive first-quarter financial results, which reassured analysts that advertisers merely "shrugged" at this news, as they had to all previous tracking glitches, algorithm misfires and feature failures. In fact, there was growing consensus that as long as users stick with Facebook, advertisers will stick with Facebook too. A shrug, many believed, was marketers' proverbial white flag of surrender to the ad duopoly that dominates the marketer's landscape. Read Article

    June 4, 2018
  • Welcome to the New Era of Corporate Advocacy

    THE TRUST WEB: For the last ten years, technology has been transforming everyone (literally) into a communications and media company capable of reaching more people cheaper and faster than many advertisers could achieve with paid media in the 1990s. Let that fact really sink in for a moment. This explains why our public discourse is now reduced to a toxic brew of “extreme voices” meant to shock coupled with ad tech to scale. One consequence is that companies are scrambling to find their corporate voices amidst the quickening pace of false and reprehensible ideas spreading our digital public arena. This puts a spotlight on a heretofore ad lib function called corporate advocacy as companies seek positive ways to impact controversial conversations with a clear position that reflect the company’s values. Read Article

    April 25, 2018
  • The Winners And Losers In The Impression ‘Rightsizing’ Event

    AD EXCHANGER: I don’t believe it’s an overstatement to suggest we are witnessing the first real rightsizing of digital media impressions since ad tech became dominated by the quest for scale. Starting now and over the next 24 months, we will see a perceptible reduction of impressions driven by a combination of factors, including General Data Protection Regulation (GDPR), Ads.txt and even blockchain. Add Apple’s ad-tracking prevention and social media’s fake account purge and I predict we will see 50% of today’s impressions evaporate into digital thin air, based on data I’ve seen internally and from agency and ad-serving partners. Read Article

    March 13, 2018
  • 2017

    ADAGE: Last month, I proposed a new disruptive agency model that outlines the operational and organizational structure of the agency of the future. Now it's time to turn our attention to the most important jigsaw piece: the question of the disruptive agency's business model. Like the scene from "The Graduate" in which Benjamin (Dustin Hoffman) learns the secret to success in one word, "plastic," the silver-bullet answer for agencies is "blockchain." Read Article

    December 18, 2017
  • The Disruptive Agency Model

    ADAGE: In a recent Ad Age post, I heralded a new era for agencies where "quality scale" was new revenue created through the design of trusted user experiences that can be deployed at scale. This level of sophisticated marketing design is beyond the scope of ad tech platforms or management consulting firms with their limited executional, real-world experience; presenting agencies with a potent new growth area. Read Article

    November 16, 2017
  • Three reasons it’s hard to tell Silicon Valley from the NRA

    HUFFINGTON POST: In the past month, we have been helpless onlookers to horrific mass shootings in Texas and New York that’s haunting the national consciousness. Over the same period, we were witness to Silicon Valley’s titans; Facebook, Google, and Twitter, wretchedly attempting to explain how their platforms became weaponized by governments hostile to American interests. Read Article

    November 14, 2017
  • Traffic Authentication: The Most Nettlesome Issue in Ad Tech

    ADAGE: Unless you have been living under a digital rock, the mounting outrage about fake impressions is quickening, commensurate with a deepening understanding of ad tech fraud among advertisers. Recently, Forrester confirmed advertisers' suspicions in a study titled "The End of Advertising As We Know It." In it, the analyst firm argues the current backlash against major publishers and ad networks, including Google and Facebook, comes "as advertisers re-examine their digital spend and demand more transparency." Read Article

    June 23, 2017
  • Marketing Tech Insights: 2017 Top 10 Content Marketing Solutions

    “Growing competition is compelling content marketing to be more creative, deliver real-time content based on behavioral patterns. Rethinking content marketing has become has become most crucial today to drive more traffic and enhance revenue.

    In the last few months, a distinguished panel comprising CEOs, CIOs, VCs and analysts and the Marketing Tech Outlook Editorial Board have reviewed the content marketing domain and selected the ventures at the forefront of tackling the industry’s challenges. The companies featured have manifested profound business process knowledge, integrated and innovative strategies in the content marketing arena.

    SEE THE TOP 10 See page 14

    READ ABOUT engageSimply See page 32

    April 1, 2017
  • 2017 Top 10 Content Marketing Solutions. 

    MARKETING TECH INSIGHTS:  “Growing competition is compelling content marketing to be more creative, deliver real-time content based on behavioral patterns. Rethinking content marketing has become has become most crucial today to drive more traffic and enhance revenue.

    In the last few months, a distinguished panel comprising CEOs, CIOs, VCs and analysts and the Marketing Tech Outlook Editorial Board have reviewed the content marketing domain and selected the ventures at the forefront of tackling the industry’s challenges. The companies featured have manifested profound business process knowledge, integrated and innovative strategies in the content marketing arena.

    “engageSimply’s Programmatic Plus represents one of the first true martech ventures by taking a systems-level approach to content planning, programmatic placement, and performance—all in one platform—from click to close.”  SEE THE TOP 10 Page 14  READ ABOUT engageSimply Page 32

    April 1, 2017
  • Who’s to Blame for the Current Ad Tech Trust Gap?

    ADAGE: Recently, PluggedBD held an executive-level roundtable titled "Transparency, Measurement and Viewability in the Digital Age," which began with a discussion about what Procter & Gamble Chief Brand Officer Marc Pritchard meant when he called for "… new [transparency] rules for agencies and ad tech to get paid." Not one of the panelists, representing every aspect of ad tech, could exactly answer the question, which prompted moderator Jonathon Shaevitz, CEO of Industry Index, to ask a second question: "Who's to blame for the 'trust' mess we're in?" That's when the conversation got really interesting because solving marketing biggest "whodunit" is how we start down the road to redemption. Read Article

    March 14, 2017
  • Three Ways Facebook Has Jumped the Shark for Marketers

    ADAGE: Way way back in pre-IPO Facebook history, I pondered in a 2010 Ad Age post about whether Facebook had jumped the shark, given the advertising platform's constant iterations. My intention, then as now, was to understand how advertisers can effectively use Facebook. As I wrote at the time: "I have no ax to grind with Facebook, but I hold no sacred cows either." This is still true. Facebook ad products continue to morph and change, leaving marketers stumped to answer basic questions like: What's the ROI of Facebook? How does Facebook measure its authentic audience size? What percentage of Facebook accounts are real vs. fake? Read Article

    February 7, 2017
  • 2016
  • ADAGE: 5 Transformative Creative Trends in 2017

    There are a few times in the great arch of history when one consciously knows she is observing a rare, transformative moment. This was how I felt at the recent sixth annual 4A's Create Tech conference. "Design and the Future of Advertising" set out to explore how marketing can touch the human experience in diverse and encompassing ways. Read Article

    December 15, 2016
  • ADAGE: Six Broken (or Almost Broken) Ad-Tech Promises

    Google has gotten together with a diverse group of marketers, publishers, agencies and industry bodies to create The Coalition for Better Ads in what Ad Age called" possibly the broadest attempt yet to fix online advertising so that consumers don't become obsessed with blocking it." Read Article

    October 5, 2016
  • ADAGE: The Programmatic Contextual Conundrum

    Ask 100 marketers to describe "contextual advertising," and you are likely to get 400 vague, optimistic answers about the "right message at the right time and place to the right person." Ask 100 startup CEOs and you're likely to get 1,000 black-box answers that will confound you. There lies the core conundrum.  Read Article

    August 31, 2016
  • ADAGE: It’s Time to Ditch the Paid/Earned/ Shared/Owned Model of Ad Tech

    Ad-Tech Models Have Distracted Marketers from Unifying the User Experience.Before the great ad-tech boom, the advertising model was straightforward -- if not simple. The "four Ps" dominated the modern marketing machine, with "promotion" being universally understood as paid media and sales promotions. End of story.  Read Article

    July 8, 2016
  • AdAge: Beware the Siren Song of Marketing Automation

    Four Dangers Lurking Beneath the Seduction of Marketing Automation. The ancient legend of the sirens who seduced sailors with their enchanting song -- only to result in often catastrophic shipwrecks -- is an apt metaphor for today's marketing automation adoption journey. Read Article

    May 25, 2016
  • A stranger in a strange ad tech land

    MEDIUM: I think I may be the loneliest woman working in ad tech today. This post is my virtual version of yelling atop a NYC rooftop where there’s therapeutic relief knowing that everyone can hear you but no one actually does. The heart of the matter is simple; I am in the ad tech world as a startup CEO but not of the ad tech world. Read Article

    March 22, 2016
  • AdAge. How to Close the B-to-B Ad-Tech Gap: Four Ways Ad Tech Fails B-to-B and What to Do About It

    Recently, I saw an IAB b-to-b programmatic study that revealed nearly half of b-to-b marketers don't even know what programmatic buying is. That's a staggering gap compared to b-to-c marketers, among which 62% of marketers use programmatic. Read Article

    January 19, 2016
  • 2015
  • AdAge. Here’s the Only Marketing Trend You Need to Know for 2016

    This Unexpected Trend Will Steal the Spotlight from 'Cool' Ad Tech. New Year's "trend lists" will start filling up our feeds pretty soon with posts like "Top five ways to leverage native ads" or the perennial list about "What's hot in mobile." Read Article.

    December 2, 2015
  • AdAge. News Flash: Ad-Blocking Is Not Marketing’s Fault

    Marketers are usually the first to be blamed when things go bad in the corporate world. Product didn't sell well? Customer research was flawed. Competitors eating our lunch? We didn't communicate our point of difference well. Stock price going down? The advertising wasn't cool enough. Read Article

    November 9, 2015
  • Entrepreneur. Marketing Geeks Take Revenge on Advertising Tech

    It’s no secret that marketers are struggling to adapt to a tech-heavy, algorithmic-driven marketing landscape. Adapt or die is what technologists tell marketers, revealing a thinly veiled disdain for the very marketing customers they sell to. Read Article

    October 14, 2015
  • AdAge. Best Practices: How to Harness the Chaos of Experimentation for Marketing Breakthroughs

    As marketers, we are master tinkerers. We tweak this and modify that as we follow our customers in their individual digital journeys. The ad-tech revolution has given us many new tools in our toolbox to delight any hardcore marketer. Read Article.

    June 5, 2015
  • AdAge. Why Excluding Marketers from the Ad-Tech Boom Is a Failed Strategy

    I am shaking with fury as I write this — reeling from three incidents that individually might have gone unnoticed, but as a group tumbled into my consciousness, leaving me wanting to yell at the top of my lungs, “I’m mad as hell and I am not going to take it anymore,” in a pathetic mimic of that famous scene from the 1976 movie “Network.” I was jolted to face the disturbing reality that because ad tech was created in a tech/VC echo chamber, largely excluding marketing practitioners, it is suffering from an overemphasis on the “product” side to the detriment of the human element of marketing. Read Article

    April 30, 2015
  • AdAge. ‘Go Small or Go Home’ Is the Next Big Thing in Ad Tech

    “Go big or go home” is the mantra that drives the current ad-tech gold rush. It refers to the prize that awaits ventures capable of scaling their audiences — the faster the better — guaranteeing huge ad budgets in the rapid shift from traditional to digital media. Read Article.

    March 15, 2015
  • 2014
  • StackStreet. 10 Things a Startup CEO Should Never Ever Say to the Startup Team

    Between the startup dreams and funding reality lies the “day in day out” stress of being a startup CEO. Sometimes maintaining a certain level of grace under pressure is tough.  Sometimes, we stumble and we say unthinking things, unkind things or just plain stupid stuff. Read Article.

    December 9, 2014
  • Ad Age: It’s Time to Balance the Tech-Human Element in Marketing

    Five Ways to Thrive in the Chaotic Ad-Tech Wonderland in 2015: Today, digital marketing is dominated by conversations around "scale," giving one the sense of falling into a wonderland of ad networks, exchanges, trading desks, mobile and video platforms, all swirling in a cloud of big data. From afar things look normal, but on closer examination, everything is askew. Full Article

    December 2, 2014
  • eMarketer: EngageSimply Envisions Omnichannel as a Way of Targeting Small Subcultures

    As an engagement marketing company, engageSimply uses data analytics to serve ads and cultivate customer interests. Judy Shapiro, engageSimply’s founder and CEO, spoke with eMarketer’s Yory Wurmser about how omnichannel marketing is moving toward quality interactions based on context. Full Article (PDF).

    November 17, 2014
  • StackStreet: The Seven Deadly Sins of the Startup Psyche

    Too often the passion of younger CEOs around their vision tend to cause a blind spot (deliberate or not) around basic business common sense and basic numbers crunching. Seeing this trend played over and over again in just a few months, inspired me to share what I believe are the top seven deadly sins that seem worth noting and hopefully avoiding. Full Article.

    October 18, 2014
  • Ad Age: Six Ways to Fall in Love With Marketing Again

    The sheer tonnage of technologies is a serious buzz kill, casting a cloud over the industry. But it doesn't have to be that way with these six techniques to keep your passion for marketing intense and vital. Full Article.

    September 11, 2014
  • Entrepreneur: Disrupting the Disruption Myth

    The buzz word disruption has captured center stage in the U.S. investor world. But is disruption a necessary ingredient in the startup world? A look overseas to China indicates that this need not be the case. Full Article.

    August 12, 2014
  • Social Media Today: Top 8 Tech Terms Marketers Love to Hate

    Nothing rankles the ire of any marketer with even a tad of experience more than those highly touted “new” tech terms or concepts positioned as silver bullet answers to heretofore unsolved marketing problems. Full Article.

    July 14, 2014
  • Entrepreneur: 10 Apologies I Will Never Again Make as a Startup CEO

    Probably one of my biggest mistakes was a misguided attempt to follow in the typical path of tech startups: hanging out at meetups, applying to every incubator and funding platform I could find and flying to San Francisco so often that my frequent-flier miles qualify me for a trip to anywhere. Full Article.

    July 11, 2014
  • Ad Age: Can Native Ads Save The Soul of of Digital Advertising?

    Execs Debate Whether Programmatic Buying Will Screw Up Native Ads. During the OMMA Native Ad Conference at Internet Week last month, I heard an ad tech executive proclaim, “But digital banner ads work. They keep publishers afloat.” I literally gasped out loud. Full Article.

    June 10, 2014
  • Media Post: Intrusive Intimacy by Tyler Loechner

    “Technology lets us get more intrusive,” said Judy Shapiro, CEO and founder of engageSimply. “But it also lets us get more intimate.” Damn you, oxymorons that make sense! Full interview.

    May 19, 2014
  • Huffington Post: The Noise From the Tech Echo Chamber Is Deafening

    This post is best framed with this old African proverb: An elephant can never see the world through the ant’s eyes, but the ant merely needs to climb on the back of the elephant to see his world. Read Article.

    February 10, 2014
  • Ad Age: How Are Agencies Leading the Way Through Technology’s Chaos?

    5 Strategies to Put Marketing Tech Where It Belongs — Connecting to Consumers. Ask any marketer whether marketing tech is helping him do great work, and you’re likely to get an exasperated sigh, with complaints that too much tech is too detached from his day-in-day-out world. Full Article.

    January 7, 2014
  • Medium: The Amazing Adventure of a Startup Told In Song

    Starting a venture is an incestuous marriage of faith and imagination — a rocky start at best. But that what’s makes it so seductive. It is a journey of triumph and terror; vision tinged with delusion and where courage carries the day. Yet in this heady mix, the existential question always remains; will money run out before hope does. Full Article.

    January 3, 2014
  • 2013
  • Ad Age: The Next Great Advertising Blip Is Just Around the Corner

    The last 50 years of overall prosperity was a one-time only "blip" of good fortune that's unlikely to ever happen again, according to economist Robert Gordon. The American Dream depends on a growth economy, of course, and as the great American Dream goes, so goes Madison Avenue. Here's how agencies can position themselves to cash in. Full Article.

    June 27, 2013
  • Digiday: Will the Real Native Ad Please Stand Up?

    Everyone’s going native these days. From New York Times to Google, more and more companies are doing some version of native advertising. But the practical question remains: is native advertising a genuine innovation or just “an old girlfriend in a new dress”? Full article.

    May 15, 2013
  • Bit Rebels: Are Google Alerts The Canary In The Big Data Mineshaft?

    There’s no question the industry is reeling from processing more and more data, so many people are relying on predictive technologies to crunch the numbers and spit out what you want even before you want it. The problem is they require GOOD big data to get it roughly right. Yet the volume of big data has grown so fast that lots of bad big data has easily permeated the system, contaminating the entire data mineshaft. Full article.

    April 27, 2013
  • Social Media Today: The 10 Business Growing Pains that Social Media is Going Through Right Now

    At the IAB Social Media Agency Day, I noticed many of the panelists expressed a “wait and see” attitude about social media; reflecting the reality that social media is still in its infancy. No doubt with maturation comes standardization but in the meantime, the session seemed to repeat certain key themes - growing pains as it were - about the business of social media. Read on for the 10 themes that kept surfacing. Full article.

    April 26, 2013
  • Ad Age: Is a Startup Bust Just Around the Corner?

    Even the best technology won't create value if it can't get to market. That simple, straightforward lesson from the last tech bust ought to be guiding the new generation of startups. But as technology companies rush to fill every niche in the marketing industry, the lack of go-to-market savvy is stunning. Full article.

    March 26, 2013
  • 2012
  • Ad Age: Get Ready For Five Big Sentiment Shifts in 2013

    The next big thing for 2013 will be less about revolutionary technologies and more about important conversation shifts that will transform marketing redefining privacy, reach, Big Data and trust. Full article.

    December 13, 2012
  • SOCIAL MEDIA TODAY: Untangling The Confusion Between Social Media & Social Marketing

    Social media is dense with jargon that sets the stage for mismanaged expectations especially when people think the terms social media and social marketing are interchangeable. They’re not.  Full article.

    November 26, 2012
  • The Problem With Impressions

    Why Now Is the Time for a Different Approach to Ad Metrics. Too often my meetings with online media network salespeople sound something like this:

    Me: "So how did our campaign do?"

    Salesperson: "Great. You performed within range -- getting 1/10 of 1% response based on number of impressions delivered."

    Me: "Um, how is that a great result?" (C'mon … what am I supposed to do with 1/10th of 1% CTR anyway?)

    Read Article.

    November 5, 2012
  • Ad Age: The Great Divide: Agencies & Tech Innovators Need to Get on the Same Page

    Technology strives for quick wins and platform plays, but winning in marketing is a long-term process. There's a big gap between agencies and marketers and the technologists and venture capitalists. Full article.

    August 27, 2012
  • 2010
  • Advertising Age: The Next Disruptive Tech on the Web? Trust

    Our Digital Lives Have Evolved — So Must Trust After reading that headline, I can see some (maybe lots) of you scratching your heads saying: "Wait a minute -- trust is a not a technology!" A decade ago that would have been true -- it is not now. Read Article.

    February 16, 2010
  • 2009
  • Advertising Age: A Digital Myth: Technology Doesn’t Make Life Easier

    It Simplifies Tasks but Complicates Lives. In the past several days, I have seen nearly a dozen dreamily written articles espousing the virtues of the still-rumored new iPhone that can, in one mighty device, make video recording, editing and uploading easy. Nor could one ignore that this media deluge seemed well-coordinated with a very cool, very prominent iPhone TV campaign called "There's an app for that" that touts the amazing things one can do with an iPhone. Read Article.

    May 11, 2009