CEO and Founder,
Eric Picard is the Founder and CEO of Rare Crowds, an open source ad technology company that provides a completely open advertising technology stack for online display, mobile, video, and social media advertising. On top of this stack, Rare Crowds has built a buying tool that plugs into any existing buying tools, and a selling tool that plugs into... more
People working in emerging media often have trouble wrapping their heads around the vital issue of scale. Let's shed some light on this often-misunderstood topic.
No matter the media buying model, there's an information gap between buyers and sellers. Here's why we need to close it.
For years, the price of inventory was so low that it was cheaper to run higher volumes of unoptimized ads than to pay for optimization services. Here's why that's no longer true.
In the recent past, getting traditional folks to adopt digital media ad technology was simply ludicrous -- but not anymore. Here's where the two areas are converging.
Arbitrage in advertising is a basic reality, but markers don't understand how it's currently being done. Here's a guide to the new class of arbitrage that's just entered the market.
Media buyers are sacrificing on quality for the sake of efficiency. Here's why we need to start discussing this problem.
Despite the importance of targeting in online advertising, few people in our industry understand how the required information is gathered. Let's take a closer look at how to find the data.
To make good business decisions, you must understand the details of how ad servers function. Let's take a look at what's happening under the surface.
Online media buying is undergoing a renaissance, but most marketers don't even know it. Here are the most widely believed fallacies regarding programmatic buying.
There's a lot of incorrect information circulating with regard to programmatic media buying and selling. Let's get things straight once and for all.
Almost every startup in the ad platform space has existed at the whim of Google. Here's why those companies are going to start vanishing -- and true innovation will take their place.
When new content paradigms are rolled out, new ad frameworks need to be considered as well. Here's how publishers should be thinking about the experiences on their sites.
It's extremely difficult to reach highly defined audiences at scale. So how do agencies plan their media buying? Read ahead to find out.
You'd be surprised how many people in our industry don't fundamentally understand how publishers sell ad space. If you're one of them, read on. (We won't tell.)
The real-time bidding ecosystem is still fairly new, and many marketers are confused about how all the different parts fit together. Let's follow the participants from start to finish.
Browsers are going to start turning on do-not-track settings by default. Here's the ethical path that tracking companies must follow if they want to save their businesses.
The IAB has finally released new creative standards for the first time in a decade. Here's what media buyers and publishers need to do now.
Despite doubts about Facebook's sustainability, here's why the social media giant will ultimately be the powerhouse in brand advertising online -- and eventually offline as well.
The way publishers monetize their sites has evolved to a point where a lot of energy is expended on work that doesn't pay off. Find out how some are adapting.
In order to survive, display must improve its creative formats and adopt traditional media metrics like gross rating points. Find out how this can be done.
The process of buying and selling online inventory needs to undergo a radical transformation if the space is going to continue to grow. Here are three ways our industry can get back on its feet.
The competitive landscape in our industry has taken a turn into a dangerous place. Learn why many companies are going to have trouble justifying their long-term value.
Understanding the product development cycle is key to ultimate marketing success. If your company or client doesn't use some variant of this process, you should be concerned.
As an industry, online display has gone backward, not forward. Here's how to get back on track and improve your advertising performance.
As an industry, our methods of tracking consumer behavior online are wrong. See why all of the arguments to the contrary fall apart when logic is applied.
The vital role that technologists play in startups is often overlooked. Here's how to guarantee that your company is creating game-changing technology, not mundane business solutions.
Early decisions made about ad serving technology are causing major problems in the display industry. Here's how we can dig ourselves out of the pit.
The biggest fears that publishers voice about RTB are not ones that should stop them from participating in this valuable channel. Let's review the reality of the situation.
The general public is becoming suspicious of marketers' online tracking capabilities. Let's consider why current industry practices might seem unsettling.
Creating or curating compelling content will only get media companies so far. Here's why a revolution needs technology behind it.
Ultimately, consumers will decide what is and isn't acceptable when it comes to online ad targeting. See how marketers are currently misinterpreting their wishes.
Personalization is the key to boosting overall ad spending and, with it, the economy. Here's how to ensure the privacy debate doesn't get in the way of a rebound.
Demand-side platforms have premium publishers fretting over the prospect of lower CPMs. Let's examine the reality of the situation.
Word of mouth. Earned media. No matter what you call it, social connections are becoming important data points for marketers. Check out the technologies that are driving the future of online metrics.
Think cloud computing is too techie a topic for you to care about it? See why disregarding this megatrend is like shutting your eyes to the future of online advertising.
The latest Google and Bing online mapping functionalities have huge implications for advertising going forward. Get acquainted with the opportunities.
Ad formats continue to evolve, but the fundamental requirements for success remain the same. Ensure your online ads adhere to this set of core principles.
The targeting of advertising is a small part of the much larger consumer privacy debate. Here's why even companies that are handling this issue appropriately need to stay on guard.
We're witnessing a radical shift in the media-buying world -- and most people haven't realized it yet. Here's the irrefutable evidence, and what you'll need to know.
The ad platforms of the future are going to be game changers. Take a look at how the next generation of software will alter the fundamental role of media planners.
The social network has created one of the most powerful and elegant advertising tools ever seen. Take a lesson from these marketers who have learned how to tap into the opportunity.
Is Twitter the most powerful communications platform to ever emerge? Or an unwieldy, untargeted time-suck for the narcissistic? Here are a few reasons it could be considered the latter.
For more than a decade, rich media has presented significant potential for advertisers. But that potential still has yet to be fully realized. Here's how our industry can right this wrong.
The long-term success of our industry hinges on decisions being made now. Here are the main problems that exist in the space and some suggested ways to fix them.
Fifteen years after the dawn of modern display advertising, we're still laboring under an ill-conceived planning and buying process. Now is the time for change. Here's what needs to happen.
Spending on paid search and display ads is evenly split, but don't expect one to eat the other's lunch anytime soon. Here's why.
Marketers today are not taking full advantage of the capabilities of the display ad medium. Here are the fundamental problems and how they can be resolved.
Image recognition technology can seamlessly integrate with many marketing plans and connect real-world activity back to a measurable digital touchpoint.
The next generation of television is here, and it has its own set of rules. Here's what viewers and advertisers alike stand to gain if they play the game correctly.
Although it's easier to justify DR budgets in a down economy, be wary. Bowing to economic pressure could negatively affect high-value inventory and, thus, the future of online advertising.
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1 The best social media campaigns of 2013
2 The most meaningless (and hilarious) job titles on LinkedIn
3 6 signs your agency is dying
4 5 requirements for a sustainable career in marketing
5 6 social media network updates that you missed