Articles

The Role of SSPs Is Changing. Here's How They Can Adapt.

November 30, 2022 | AdExchanger

If you’ve looked closely at the programmatic ecosystem over the past couple of years, you’ve probably noticed that traditional SSPs have evolved from publisher-centric technologies to demand aggregation businesses, often competing with their biggest customers: buy-side platforms or DSPs. Read More

Without Change, There is Seldom Opportunity: Why AdTech’s Great Resurgence is Upon Us

June 9, 2021 | Bidtellect Blog

If you look at current public market valuations, the recent IPO’s and SPAC’s, funding rounds, and the flurry of M&A activity in the space today, you can say AdTech is having a moment. At the time of writing this, publicly-traded AdTech companies have a combined market cap of over $160B compared to $5B just four years ago. This would be surprising to you if you had read the headlines of AdTech’s demise as recently as February 2020, when nuclear winter was declared and most investors and outsiders wouldn’t touch AdTech with a ten-foot pole. Read More

SPO: The Future Is Already Here

December 9, 2020 | AdExchanger

Never has it been clearer that the programmatic ecosystem is in need of reform. As Archimedes once articulated, the shortest path between two points is a straight line. Today’s programmatic ecosystem does not follow this basic law of geometry. There are more hops in the programmatic supply chain than a well-crafted IPA. Read More

DTC Advertising And The New Brand-Customer Relationship

November 14, 2019 | NAI

Unless you’ve been living under a rock this past year, you have been exposed to the Direct-to-Consumer Brand movement (DTC), in some form or another. Maybe you receive a monthly delivery from the Dollar Shave Club or have spotted ads for Casper Mattress while riding the New York City Subway. Let’s be clear, communicating directly with consumers, which is at the center of the Direct-to-Consumer movement, is certainly not a new concept. Read More

April 16, 2019 | eMarketer "We have the ability to very easily adjust those assets from social, like Facebook, and are able to amplify an ad and distribute it on our platform easily—we're seeing a lot of that,” said Craig Aron, senior vice president of strategic business development at buy-side native platform Bidtellect. “We have brands that are heavy up in social; they find native to be a nice bridge to extend their messaging and get customers in a new way.” Read More

What You Learned in 2018

December 19, 2019 | LinkedIn "Facing a lot of personal and professional adversity this year, I have learned to 'stay in the game.' If you have a broader vision or purpose and you can’t see the light at the end of the tunnel, trust in the process and focus on small activities to help you put one foot in front of the other. There will be point in time when you step back and realize that just staying in the game has enabled you to re-center and get closer to your purpose." Read More

An Interview with Craig Aron, SVP of Strategic Business Development at Bidtellect

October 18, 2018 | Nudge

Over the last few years, there’s been a steady shift towards more consumer-friendly ad formats and experiences. The technology has been there to support this for some time, and has been something of a talking point in the Ad Tech space over the last 10+ years. During the emergence of the digital pre-roll video ad format a decade ago, we coined the term “Polite Pre-Roll” at AdoTube (where I was an early employee working closely with the founding team). This ad unit gave the user the choice to engage further with the ad or disengage to continue viewing the intended content. During my time at Innovid, the Interactive Pre-Roll gained market adoption, giving complete control to a user to engage with their ad experience on-demand in a variety of formats. Read More

Content Creation and Distribution: Can’t Have One Without the Other

December 7, 2017 | NAI

While Marketers are getting smarter about the content they create, the opportunity to distribute that content to the right audience in a way that creates brand loyalty and/or influences consumer action has not yet been fully realized. Read More

The Marketer’s Dream Is In Reach If We Solve This One Thing

March 22, 2017 | Bidtellect

Like many things in digital media, the current process for content creation, distribution and measurement is extremely disparate. The myriad stakeholders and companies in the content journey has proven to be a double-edged sword. While there is great expertise in this growing field, it has also created silos that lead to inefficiencies and a non-optimized consumer experience. The holy grail of digital advertising has always been to reach a target consumer with the right message, at the right time, and right place, but until we bring the walls between these silos down, this will be unattainable. Read More

Online video advertising – changing the narrative from viewability to engagement

September 3, 2014 | Fourth Source

Since the Media Rating Council (MRC) gave the green light for buyers and sellers to transact on viewable video ads earlier this summer, there’s been an unavoidable hype in the industry around this new form of measurement. The MRC and IAB defined Viewability as an online video ad which is 50 percent visible on a user’s screen for at least two continuous seconds. But this neglects to measure the real benefits of digital video advertising. Read More

SayAndWin.com’s contests to offer up $2,500 jackpots for your Tweets

October 6, 2009 | VentureBeat

While Publishers Clearing House hits older audiences with its paper-based contests, the company wanted to figure out how to reach younger audiences. So it formed a new division through its incubator group, said Craig Aron, manager of digital and emerging media for Publishers Clearing House Online Network. The idea is to integrate contests into something that people are already doing every day. “This was born from the challenge of how to get our brand into the social space,” Aron said. Read More