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Tom Hespos
Tom Hespos
President
Underscore Marketing
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Tom's Bio
Tom Hespos is President of New York agency Underscore Marketing. He is a frequent contributor to industry trade publications and has been writing a regular column about online marketing and advertising since March of 1998. His clients include Wyeth Consumer Healthcare, The MathWorks, and Pitney Bowes.
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Tom's Photos (20)
Brand Summit Agency Breakthrough Breakthrough Breakthrough


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Tom's Articles (175)
Published: February 04 2010 | AD NETWORKS
Ad network survival tips
Service is the name of the game for many undifferentiated ad networks out there. Here are a few things they can do to stand apart and really shine.
Published: January 21 2010 | TARGETING
Perplexing ethical dilemmas of online marketing
The impact of agency-side audience development platforms has left industry stakeholders wondering whether supporting them is the right thing to do. Here are the questions we need to be asking ourselves.
Published: January 07 2010 | AD NETWORKS
Could digital survive losing the cookie?
How would the digital marketing world look if the U.S. government took away our ability to use third-party cookies for marketing purposes? Here's why this could create chaos.
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Tom's Blog Posts (1)
Published: September 30 2008 | Websites
What Do You Keep Open All Day?
In the past year, my web habits have changed more than in any year in recent memory.  Whereas just a few years ago my web surfing consisted of visiting certain sites of interest at certain times of the day, I now have several tabs open all day in Firefox in which information is being constantly refreshed (either through the browser refresh...
Tom's Comments (23)
Ad network survival tips
Posted: 2/5/2010 (11:57 AM)

I think the networks themselves ought to be thinking about differentiation more than agencies currently are. After all, it's their own long-term survival that depends on it.To answer your questions, Benny, I do differentiate between banks - Chase and Citibank might have checking account offerings that are at parity, but my local credit union beats the pants off them both, so differentiation does matter. Same goes for the Camry vs. Accord thing - I'd probably pick an Accord, based on my needs aMore...

Could digital survive losing the cookie?
Posted: 1/9/2010 (9:48 AM)

IIRC, all of those technologies are cookie-dependent, or fall under the heading of third-party cookies themselves, so they'd all go away (for marketing purposes).

Could digital survive losing the cookie?
Posted: 1/8/2010 (11:36 AM)

>Could it be that perfection is the enemy of growth for online? <----- Great summation

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