Thought Leadership

Phish “phans” and how data informs marketers

Data is the air that marketers breathe, yet it’s not always clear how to approach it. What data should I be using? How can I make all my data fit together? What types of audiences and segments do I need to reach the right consumers? These are just some of the questions on the minds…

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One on One: Bryan Melmed on a Better, More Relevant Ad Experience

Exponential is a “digital advertising experience provider” across desktop, laptop, and mobile, with a global footprint, says Bryan Melmed, VP of Insights Services. In this podcast, Melmed shares forceful, sometimes controversial views on big data, cross-device targeting, and programmatic — and breaks down human behavior into three intriguing layers.

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Exponential CEO Dilip DaSilva featured in Adotas on Transparency

Recently, Proctor and Gamble called on the media buying and selling industry to get its act together and demanded transparency into the whole supply chain. When I buy Proctor and Gamble’s products, I don’t ask them for transparency into their supply chain. In fact, I buy their products knowing that I will get high quality products at competitive prices because I can choose between many competing brands.

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Exponential’s CEO Dilip DaSilva featured in Exchange Wire

The YouTube Boycott & Brand Management in the Age of Trump This recent incident of hundreds of brands boycotting YouTube and Google is very different from anything we have seen before. The situation all seemingly started with an article breaking the news of video ads appearing alongside extremist videos and, within a week, hundreds of…

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Exponential’s CEO Dilip DaSilva Talks The Youtube Boycott & Brand Management in the Age of Trump to ExchangeWire

This recent incident of hundreds of brands boycotting YouTube and Google is very different from anything we have seen before. The situation all seemingly started with an article breaking the news of video ads appearing alongside extremist videos and, within a week, hundreds of brands decided to boycott YouTube. Writing exclusively for ExchangeWire, Dilip DaSilva, CEO, Exponential, asks whether this is an orchestrated event. These brands are likely not talking to each other and collectively deciding to pull out. Yet, this situation has snowballed fairly quickly, which leads us to scratch our heads wondering why.

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Exponential’s Rick Abell featured in Digiday’s “WTF is VPAID?”

VPAID has two big advantages compared to the standard VAST video script: Interactivity and measurement. “VAST is for your vastly vanilla type of creatives, whereas publishers that adopt VPAID will get paid because it allows their video players to accept more ad types”, said Rick Abell, vp of global publisher development for ad intelligence firm Exponential.

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Exponential featured in Digiday: Domain Spoofing Remains an Ad Fraud Problem

Because programmatic advertising has automated so much of media, more and more marketing dollars are underwriting fraud without advertisers’ knowledge. One major trick unscrupulous publishers are using is domain spoofing. While not exactly new, domain spoofing is getting into the public eye thanks to the rise of fake news.

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Machine learning and the customer journey

As we dive into 2017, the marketing industry conversation around big data has evolved into a discussion on the growing use of machine learning and the inevitable disruption this will create among planning and campaign delivery teams.

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Pre-Inauguration Anxiety By the Numbers – How President Trump is Affecting Consumer Sentiment

A dramatic political transition is mesmerizing the nation. It’s not so much that things are changing, it’s that the change was entirely unexpected — and when it comes to uncertainty, Trump is the gift that keeps on giving. As a result, a significant percentage of the U.S. population is exhibiting signs of heightened anxiety. We see it in our data, in the aggregate, across millions of anonymous user profiles, and almost entirely in Democratic areas.

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The Triple Threat Of Ad Blocking, Viewability & Fraud

The everyday challenges of marketers are constantly changing – from the introduction of new technologies to the shifting habits of consumers. Yet, there are some major challenges that have been sticking around and including viewability, fraud and ad blocking. How can marketers adapt? Viewability Viewability is mainly a question of pricing. The tools marketers can…

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MediaPost features Exponential’s Bryan Melmed: Is Your Data Telling the Truth?

Everyone lies at one point or another — especially when they are asked to describe themselves. Marketers tend to rely on surface demographics such as age, gender and income, but unfortunately, people even fudge these for a multitude of reasons. How can advertisers be assured that the data they’re receiving is accurate? One way you…

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