Sales organizations in media companies are facing a new world order
Adjustments in how we organize around an executive-level salesperson, rather than senior-level, to build and sign MSAs will better align for business growth.
Rob Rasko is a thought leader in the digital marketing industry. His venture, global digital solutions firm The 614 Group, enables results-driven client marketing efforts in the practice areas of content monetization and revenue strategy, brand safety, technology and digital systems integration, and corporate strategy.
Evolution of ad tech in 2019: Streaming services and content ownership
By the end of 2019, growing pains will give way to maturity in the ad market.
How long will the brand safety conversation continue?
Every brand will have a nuanced definition of a safe online environment and that's where the complexity of this topic lies.
Predictions About Data Usage Post-GDPR
Contributor Rob Rasko interviewed 3 industry leaders and asked, 'Has GDPR changed business practices, the perceptions around data usage and how companies plan to operate in the future?' Here's what he learned.
Where software innovation is needed today: Martech
While there are clear leaders in software for publishers and agencies, contributor Rob Rasko says marketers still need an end-to-end solution to unify their activities.
Why are marketers talking about taking agency services in-house?
Contributor Rob Rasko explores the phenomenon, explaining how and why the brand/agency relationship needs to evolve.
Why it’s time to get bullish on accreditation for ad tech and martech in 2018
As industry groups release new standards for digital ad measurement, columnist Rob Rasko believes ad tech and martech providers will need to conform to them to stay competitive and be identified as trusted leaders.
Is establishing a brand-safety KPI a good idea?
Columnist Rob Rasko discusses the benefits of providing marketers and their agencies with a single metric for measuring brand safety.
Increasing expectations will alter the media agency’s paradigm — and brands will feel that shift
As brands demand the level of reporting that Google, Facebook and Amazon deliver, media agencies are being forced to evolve technologically. Columnist Rob Rasko discusses what marketers need to know about this new media agency.
Imagining the possibilities of marketing and artificial intelligence
Ad tech isn't dead. In fact, thanks to artificial intelligence, it's evolving. Columnist Rob Rasko discusses the ways marketers are currently taking advantage of AI to transform their strategies.
Takeaways for marketers from a conversation with Coke’s chief technologist
Columnist Rob Rasko chats with Alan Boehme, CTO of Coca-Cola, about how the soft drink giant is evolving technologically by creating a bridge between their company and the entrepreneurial community.
What will Programmatic 3.0 look like? The intersection of Wall Street and Madison Avenue
Columnist Rob Rasko believes the next iteration of programmatic will look more like a futures market, where advertisers could buy inventory for future use and lock it in a guaranteed contract.
The Brand Safety Industrial Complex: Does anyone benefit from making things safer?
What is the "Brand Safety Industrial Complex," and what challenges lie ahead for digital advertising? Columnist Rob Rasko takes a look at the history of brand safety, lessons learned, and how we can move toward a solution.
Publishers must start proactively fighting fraud and non-human traffic
Are publishers taking ad fraud seriously enough? Columnist Rob Rasko discusses the findings from a survey that looks at the impact of non-human traffic and how publishers are fighting back.
How digital media won the White House for an ‘analog’ audience
Columnist Rob Rasko speaks about the power of digital advertising and how it can truly drive outcomes; case in point, the 2016 election.
Predictions for the digital advertising industry in 2017
From mobile to ad formats, columnist Rob Rasko takes a look at the trends that he predicts will drive our industry forward in the coming year.
A different view on viewability
Columnist Rob Rasko discusses the challenges of viewability as a metric and explains why it may not be the way forward for the industry.
Which came first, the mobile app or the audience?
In the mobile app development world, the role of traditional advertising is murky. Columnist Rob Rasko explains how marketers and app developers can get on the same page.
Scaremongering in digital: Why ad blocking isn’t as dire as you think
Columnist Rob Rasko believes current ad-blocking predictions aren’t accurate. He offers his take on a realistic projected industry impact.
Putting the audience first in digital publishing and advertising
Columnist Rob Rasko believes digital publishers need to find the right balance between creating great content and monetizing it.
Marketers mustn’t be afraid to click on ads
If your response to advertising is fear and avoidance, what kind of example are you setting? Besides, columnist Rob Rasko argues, creatives are getting more engaging in response to the competitive environment.
Beyond audience data: The critical need for better business intelligence in digital media
Columnist Rob Rasko believes publishers need to move beyond audience data in order to get a complete picture of their business and learn how to efficiently structure it.
The “BuzzFeeding” Of The Election And Why Marketers Should Be Watching
As candidates push out quippy sound bites and ride on the wave of the accompanying media coverage, columnist Rob Rasko explains why marketers should keep an eye on the trend.
Now Is The Time For Digital Marketing To Embrace Scarcity
Columnist Rob Rasko explains why publishers need to come to terms with a world of fewer ads — and why it will actually give them more leverage.
Looking Back, Looking Ahead: Reviewing The Top 3 Display Advertising Topics Of 2016
Columnist Rob Rasko takes a look at how last year's predictions from a publisher survey panned out and shares what he expects lies ahead for marketers in 2016.
What Publishers Must Consider When Planning Their Mobile Strategies
Do you have a solid mobile strategy in place? Columnist Rob Rasko tells marketers what to consider when choosing a technology vendor to help monetize mobile content.
Why Ads In Apps Can’t (And Probably Won’t) Be Blocked
All eyes are on ad blocking, spurred in part by Apple's iOS 9 release. Columnist Rob Rasko discusses what's in store and explains why in-app ads aren't likely to get blocked.
Ad Blocking: Simply A Symptom Of Advertising’s Lack Of Creativity
Columnist Rob Rasko believes that if we advertisers want to defeat ad blocking and truly engage consumers, we need to take a hard look at the quality and relevance of our messages.
Succeeding In Mobile Advertising: The Journey Begins
With all eyes on mobile, columnist Rob Rasko shares what he's learned about mobile vs. desktop ad effectiveness and what works best for mobile advertising creative.
Ad Blocking: A Binary Solution To A Complex Problem
Blocking ads is akin to stealing music or movies, argues columnist Rob Rasko, but the only way to fight back is to educate consumers.
There Are No More Secrets Left In Programmatic, Only Lots Of Work To Be Done
How do you achieve higher yield in programmatic? Columnist Rob Rasko digs deep into two "non-secrets" to bring you programmatic wisdom.
Digital Forecast: A Data-Protection Storm Is Brewing In Europe
As regulators debate the new cookie law for Europe, columnist Rob Rasko explains who wins and who loses and how the expected outcome will affect some U.S. companies.
Succeeding In Mobile Display Advertising: Little Messages That Pack A Big Punch
Mobile advertising comes with a plethora of challenges. Columnist Rob Rasko wants your help in understanding mobile marketing effectiveness.
Are You Ready For A Digital “Upfront?”
As the TV upfront season nears, cross-platform buying will play a major role for advertisers, columnist Rob Rasko believes.
Looking For A New Ad Product That Delivers Premium Results? Look No Further Than Native
Columnist Rob Rasko asserts that differentiating between "native" and "in-feed" ads is key to delivering a true premium ad product that's worth a higher price.
Redesigning Your Ad-Supported Site For Viewability & Mobile
Columnist Rob Rasko lays out the important considerations for sites looking to draw more advertisers.
Why I’m Bullish On Content Creators In 2015
The incredible proliferation of content on the internet has devalued it somewhat, but contributor Rob Rasko believes that's a temporary situation.
Brand Safety’s Moment Has Arrived (At Last)
When I started the 614 Group in 2011, digital brand safety was a key component of the original business plan. However, if I had tried to hold an actual summit on the topic, I probably wouldn’t have been able to fill a phone booth with high-level ad-tech veterans. Fast forward to three years later: in […]
Fixing Programmatic: Start At The Top
Publishers worry about the loss of revenue associated with the shift toward programmatic ad buying, but columnist Rob Rasko believes there are ways to solve this problem.
Don’t Be Spooked By The Fear Of Programmatic Ad Buying
Keeping up with fast-changing industry developments can be exhausting, but columnist Rob Rasko assures us that there's no reason to be afraid.