Robert Rose

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

The IAB has said 70 percent viewability is what advertisers should accept as the best possible ad viewability. Robert Rose wants to know why "we're willing to accept a 30 percent tax on our media buy just because that's as good as it's gonna get."

The book "Killing Marketing," the latest from Joe Pulizzi and Robert Rose, says this: “We must kill marketing that makes a living from accessing audiences for short bursts of time so they might buy our product."

I spend a lot of my time working with marketers and the technology they are using to create compelling digital experiences. In many cases, businesses still operate in a world where digital is considered the “other thing.” It’s that cheaper thing that we’ll do when more traditional means of adding customer value become too hard to do.

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