Yoo-hoo, Yahoo! You Need to Monetize!
September 10, 2013

I have been a customer of Yahoo since Nov. 12, 2005. In Yahoo's searchable archive is the massive collection of 21,284 emails—including myriad long attachments—I have sent over the past seven-plus years. As well as using Yahoo to send and receive emails, I use it as a storage and backup service for important documents. For example, every time I update and revise my new book, I date the file and email it to myself.

Can Native Advertising Scale?
August 29, 2013

It would be hard to find a hotter buzz term in marketing than so-called "native advertising," which means a lot of things to different people but boils down to ads that look and feel like the content that surrounds them. At this point, everyone is latching onto the term, even when they shouldn't. Criticisms of the concept include: It's just a rebrand of "sponsored content;" they're labor-intensive to make; and, most damning, they just don't scale. A beautifully compiled sponsored list on BuzzFeed may reach an audience of 100,000, but billions of banner ads are served each day, so the

Native Ads: How to Remove Uncertainty and Measure Them Right
July 26, 2013

Sites like Gawker and Forbes offer native advertising, but the jury is still out on how publishers should measure the effectiveness of these advertorial products. The Online Publishers Association asked 29 of its member companies how they gauge success of native ads, and how they define the sometimes amorphous ad category. They found there really is no consensus but the largest portion—57 percent—are using the metrics of content, namely engagement and time spent, as key barometers for native ads. That's not too surprising considering native ads tend to be sponsored content, such as articles or videos,

10 Ways to Improve Your Professional Writing
July 9, 2013

Chances are that you spend much of your day writing. Whether it’s crafting a project update report or sending an email, your written communications are often a big part of your professional life. What you may not realize, however, is how that writing can make or break your career. ... In addition, writing beyond the daily email or report is becoming more important for professionals. Many are asked to write for industry publications or blogs as a way to demonstrate their expertise, but poor writing can quickly undermine that effort

How Obama’s Geek Leakers May Have Cost Themselves Billions
July 2, 2013

In the late 1960s, I went to work for the godfather of American political fundraising. Walter Weintz was the circulation director of Readers Digest before he went on to start his own direct mail agency. In 1952, Walt was ordered to take paid leave from the Digest to help get Eisenhower-Nixon elected. Using primitive data and old-fashioned direct mail testing, he revolutionized the business and philosophy of political campaigns. He not only generated votes, but-wonder of wonders-raised cash to pay for the mailings. For the first time this was cash from Joe and Jane Lunchbucket, not from rich high rollers.

The Web Cookie Is Dying. Here's the Creepier Technology That Comes Next
June 20, 2013

Many Internet advertisers rely on cookies, digital code stored on your browser. Some websites place multiple cookies when you visit, allowing them to track some of your activity over time (you can see who is tracking you by installing an application such as Ghostery or Abine’s “DoNotTrackMe”). The problem for marketers is some users set their browsers to reject cookies or quickly extinguish them. And mobile phones, which are taking an increasing chunk of the Web usage, do not use cookies. To combat the cookie’s flaws, advertisers and publishers are increasingly turning to something called fingerprinting. This technique allows a

Why Advertisers Need to Think Native
June 12, 2013

Native advertising is the latest buzzword. Even venerable publishers such as The New York Times, The Atlantic and Forbes, are trying it out. Is the trend bound to fade, or is it here to stay? Despite some shoddy applications, it's here to stay.

In Drive to Simplify, Facebook Will Ditch Half Its Ad Formats
June 10, 2013

Under pressure to speed up its advertising growth, Facebook has announced it will dump half its more than two dozen ad formats in a bid to make things simpler for advertisers. ... Facebook is ditching several ad formats, such as ads that ask a question or make online offers, as well as the standalone social ads it calls Sponsored Stories, and folding those capabilities into a fewer number of ad types. “The No. 1 complaint of most advertisers was that it was too complicated to figure out which ads to use,”

Exclusive Ecommerce Research
May 31, 2013

The Ecommerce Quarterly includes expert analysis on how emerging trends are shaping ecommerce. This unique and exclusive report of more than 500 million online shopping sessions has been referenced by eMarketer and Gartner, and covered in CNBC, Forbes, TechCrunch and Mashable. Download your copy today.

3 Ways to Beat Amazon With Data
May 13, 2013

Amazon is winning and competing with the company is hard, but every e-commerce business must have a strategy to address the Amazon juggernaut. With the company's incredible product breadth, strong customer service and continuous investment in user experience, Amazon is continuing to attract more and more customers.