Allison Schiff, Author at Chief Marketer

Why CFOs Overlook Marketing’s True Impact

Marketing often gets unfairly pegged as a cost center. But that wouldn’t happen if marketers had access to better measurement that gave them clarity on what truly drives business growth, argues Henry Innis, CEO and co-founder of MMM platform Mutinex.

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AdExchanger Talks

The Business Case For Carbon Cuts

Anne Coghlan, co-founder and COO of Scope3, on why cutting carbon in ad tech isn’t just about saving the planet; it’s about eliminating inefficiency and financial waste at the same time. Plus: Using AI to automate and optimize digital media buying at the impression level.

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Marketers

Unity Hires Chris Feo As Its New SVP Of Programmatic

Unity has a gameplan for programmatic. On Tuesday, the game engine, which has a growing advertising business, announced the appointment of Chris Feo as its new SVP of programmatic. Feo is joining Unity from Experian, where he spent nearly five years as SVP of global sales and later as chief business officer. Before that, he […]

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Marketers

AI Is Helping Brand Safety Break Free From Blocklists

Brand safety has been broken for a long time. Kieran Geyer, a paid media manager at insurance company Prudential, is still having a lot of the same brand-safety problems today as he did years ago, he said last week during a panel at Advertising Week in New York City. And it’s pretty damned frustrating. Depending […]

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Why Media Quality Should Be The Center Of Attention

Online advertising’s privacy problem isn’t just about bad actors; it’s about bad metrics, says Marc Guldimann, CEO and founder of attention startup Adelaide. “I think a lot of the invasive behaviors in the ad tech space can be traced back to a lack of a shared understanding of quality,” he says.

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The Economist’s POV On Remedies For Google’s Ad Tech Monopoly

In the Google search case, a forced spin-off of Chrome was never gonna happen, but a court-ordered divestiture of GAM isn’t beyond the pale in the ad tech case, says Geoffrey Manne, president and founder of the International Center for Law and Economics.

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Marketing In The Age Of AI Answers

The fundamental shift from traditional search to AI chatbots has major implications for the entire marketing organization, says Bluefish CEO Alex Sherman. If brands want control over how they appear in AI search results, they must think about the content they feed to large language models.

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Shifting Gears, With The CMO Of Genesis Motor America

As the newly appointed CMO of Genesis Motor America, it’s Amy Marentic’s job to raise awareness for the luxury auto brand, which is fighting for market share against more well-known incumbents in the US market. To do it, she’s analyzing the data and working on a growth strategy to reach a largely untapped demo: women. Plus: Marentic’s unique origin story, from astronaut hopeful to chief marketer.

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Addressing Addressability, With ID5 CEO Mathieu Roche

When Google reversed its decision to deprecate third-party cookies, the first word in ID5 CEO Mathieu Roche’s mind was an expletive. But it doesn’t really matter what happens with cookies on Chrome anymore. “Most of the industry has moved past the notion that cookies were good enough to target and measure advertising on the web,” […]

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ROAS? Nah. The Home Depot’s All About ROMO

Seriously, guys. Enough with the ROAS (return on ad spend) obsession. It’s time for a smarter approach to measurement that focuses on more than short-term outcomes, says Melanie Babcock-Brown, VP of media and monetization for Orange Apron Media, The Home Depot’s retail media network. When retail media took off around five years ago, retailers concentrated […]

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