Jim Meskauskas

That is, get an AI agent, which creates massive efficiency for the foundation of advertising. But where does its role begin -- and end?

The Advent of One-to-One Marketing With the 20th century going around its last bend in the track, the media landscape seemed to be settling into a reliable existence, expanding and prolonging its presence in our daily lives but otherwise not changing…

The Nichification of Media and Audience The golden age of advertising—usually considered the post-war years until the 1970s—was a period of unprecedented creative output. Every advertisement was a miniature narrative that consisted of recognizable…

Reflecting upon the rich tapestry of human history, one recognizes a narrative with communication at its center. With the advent of each medium comes a new lexicon for encoding the world, reshaping our social fabric. In my last discourse, I explored…

As the digital sundial casts its shadow over the crumbling pillars of third-party cookies, we find ourselves at a crossroads not just in advertising but, perhaps, in the fabric of our social tapestry. The impending demise of this cornerstone of…

Okay. Bloomberg’s smoking ban for bars and restaurants does bother me. Butthis isn’t what I’m here to talk about. It has to do with pop-up inventory. On a discussion list I belong to, a member recently asked the question: are publishers…

The panel he led at @d:Tech also addressed a lot of these points and the discussion about reach and frequency and its effect on our business was one of the best had duringthe two-day conference. Since then, however, I’ve had more than one discussion…

Or so I thought. When I really gave it some consideration, I realized that on any given day, if I have noplans and go home right after work, make myself a cucumber sandwich and sit down on the couch, I'll have three, sometimes even four hours of…

“What ad units should I be running on my site so that advertisers and agencies will placewith me?” “When are we going to have Reach and Frequency curves?” “How does online fit in the media mix?” “Just what is the geopolitical significance of…

The Interactive Advertising Bureau (IAB) issuedguidelines to its membership and the publisher community at large for the governance of pop-up and pop-under ad units. These units, which have caused so much consternation for so many, and whosevery…

Yup; I'm at the iMedia Buyer's Summit, a bi-annual event held for the very purposes of what I briefly described above. Though there are lots of very interesting conversations about industry goings-on, developments, and prognostications, I wanted to…

It makes sense. Newspapers already serve as "earned media" outlets for political campaigns, with front-page election coverageand opinion pieces on editorial pages serving as de facto campaign advertising. But the industry is more sanguine than usual…

Like Proust's madeleine, a sip from a large Dunkin' Donuts coffee brings on fond reminiscences of the thrill and excitement of being a part of something brand-spanking-new. My mindconjured up the feelings of camaraderie we had with our fellow online…

The frequency ofadvertising messages for connected TV continues to increase -- rising 80% over the last two years per household over the life of a brand campaign, according to Innovid, in an analysis of itsadvertising platform. The frequency now is…

For the last couple of weeks, I’ve written about the beginning of the end of Google’s support of 3rd party cookies in Chrome, from its intention four years ago to its first act to realize it. I also suggested possible reasons for why Google is doing…

, I reviewed Google’s journey from the time it announced getting rid of the 3rd party cookie in early 2020 up through the 4th of January, two weeks ago when Google started its long-promised sunsetting it. This first phase began with shutting down…

On the 4th of January it began. Google started its long-awaited, oft-feared sunsetting of the 3rd party cookie. The first phase begins with shutting down cookies across about 1% of users, or approximately 30 million Chromers. In January 2020 B.C…

(An earlier version of this was published in January of 2022.) Over an average day, an individual consumes media for over half of their day. In 2022, the average American consumed 13 hours and 11 minutes of media a day; nearly 8 of those hours were…

Programmatic is the default method for placing media. Search and Social, too, are set programmatically. Estimates are that 80% or more of CTV and OTT advertising is placed programmatically. Media today is exchanged through DSPs, SSPs, DMPs, and…