Is There Still a Need to Debate the Flash-versus-HTML5 Question?

on June 23, 2015

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Theorem Inc.’s delivery head, Manuel Moreta, says it’s time for still-hesitant chief marketing officers to make a decision here.

Where do you stand in the great Flash-versus-HTML5 debate? Aren’t we past that debate? I’m not saying it’s not an issue, as I’ll explain. And yes, there are still reasons to be aware of and favor Flash. But HTML5 is really where you need to be right now. Why am I so sure? Let’s take a quick rearview mirror glance at the road so far and what’s led us here.

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Kara DegeorgisIs There Still a Need to Debate the Flash-versus-HTML5 Question?

The Internal Trading Desk’s Time Has Come

on June 19, 2015

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In his first post in the new Theorem digital issues discussion space, the firm’s vice president of digital strategy, Nick Strauss, says that first, we need to answer some tough questions in order to get the trading-desk move right and then we need to decide what to consider before taking the in-house route. 

The trading desk. To build or not to build? That is the question. And sometimes it really does seem as if we face a kind of Hamlet-style dilemma in the digital marketing world when we ask ourselves that Shakespearean question. Chief marketing officers have a number of options they can consider, but if you’ve definitely decided to go the in-house route and build a trading desk, there are a number of issues to explore. And there’s no easy way to choose the right path—as far as most chief marketing and chief revenue officers see it, at least.

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Kara DegeorgisThe Internal Trading Desk’s Time Has Come

A Tale of Two Content Marketing Punts: What’s The Takeaway?

on June 11, 2015

tale-content-marketing

In her first post for the new Theorem digital issues discussion space, the firm’s director of marketing Lisa Meyer reflects on learnings from two recent but very contrasting content marketing endeavors.

In the area of content marketing, a great way to think about where today’s marketing efforts are headed is to look at two examples of campaigns – one of which is generally taken to be a success, and the other one, the opposite.

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Kara DegeorgisA Tale of Two Content Marketing Punts: What’s The Takeaway?

Executive Checklist to Transitioning Processes

on June 10, 2015

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Publishing executives are faced with myriad challenges in the digital era and must acquire the necessary skills and technologies to keep pace, including working with external partners.

To keep pace, companies need to look at where and how they can work with external partners.

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Kara DegeorgisExecutive Checklist to Transitioning Processes

What’s Your QA Procedure? What Small Publishers Can Do to Avoid Landmines

on June 10, 2015

qa-procedure

When the question “what worries you” most comes up, I find that while the answer will often be much the same across businesses in a given industry, it will change over time.

From a publishing and Ad Operations perspective, protecting yourself from malicious attacks or malvertising (malware+ advertising) is top of mind where cyber-criminals use display advertising to distribute different forms of malware. That’s also the type of feedback that comes out of IAB-style conferences and in conversations with clients. People want to know how to flag it, how to address it, and how to prevent it.

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Kara DegeorgisWhat’s Your QA Procedure? What Small Publishers Can Do to Avoid Landmines