ROI Is ‘Living The Lie’: Marchese & O’Connell Fret About Outcomes

Pumped up by the foundational waves of programmatic and digital measurement, many advertisers in the last couple of years have pushed publishers to price their ads based on real business outcomes. After a recognition that proxy metrics like “clicks” didn’t necessarily translate in to real goals, like sales, certain publishers and even TV operators are […]

 

Putting “Attention” Back In The Driving Seat: Joe Marchese on His New Moves

The idea of “the attention economy” is at least a couple of decades old. This Wired story introduced the early digerati to the concept in 1997, though it had already been circulating in several forms since the 1970s. Yet, fast-forward to 2019, and it seems proliferating content plus diminishing, an obsession with data and ad […]