Author: Lori Goldberg

Lori Goldberg
Silverlight Digital | Common pitfalls in programmatic advertising

Three common pitfalls in programmatic buying

In 2016, 73% of advertisers' total display budgets were spent on programmatic. With those numbers expected to rise, advertisers need to pay particular attention.

While the nature of programmatic itself is to streamline and create efficiencies inside the buying process, marketers need to keep the most important piece of this strategy front and center: the consumer.

2 comments

'The Critical Question' to ask when planning a digital campaign

When it comes to kicking off a digital campaign, most advertisers know the importance of setting strategic and well-thought-out goals.

However, in practice, it is extremely common for agencies and advertisers to want to hit the ground running, and rush right into planning.

We start all of our campaign kickoffs with one question that has become the single most important thing we do.

0 comments

Personal data and privacy in the digital healthcare age

For athletes, competitors and data geeks, the opportunities to improve our health through personal data collection have never been more prevalent and affordable.

I use Fitbit religiously to track my steps, heart rate and sleep patterns.

I combine Fitbit with data from MapMyRun and MapMyRide, apps that collect running and biking data from geo-location info in my smartphone.

1 comment

A brief history of ad blocking shows it’s not a new problem

The history of ad blocking is a virtual time machine of America’s inventors and their entrepreneurial spirit.

It’s lineage may date back as far as 1928, inspired by two American cousins named Edward M. Knabish and Edwin J. Shoemaker, who partnered in a small furniture business located in Monroe, Michigan.

0 comments

Why it's time to leave old-school SEO behind

The term SEO, which was allegedly first used in 1997, has long been used to describe a webmaster’s ability to edit a website’s design and code to favorably influence its rank on search engines. 

SEO strategies have included back-linking, title tags, page architecture, site maps and introduced us to a style of writing content that emphasizes keywords.

These strategies have largely belonged to webmasters and programmers.

11 comments

Five bad habits that digital marketers should avoid

Digital advertising remains very much a blend of art and science utilizing the flywheel effect of technology.

Within the art comes a lot of human decision-making fueled by data, intuition, or speculation.

5 comments

How to make the most from your next industry conference appearance

Programming an industry conference with quality speakers, relevant keynotes and bantering panelists is no easy task.

The event’s producer must balance commerce and quality by allowing sponsors to buy their way into marque forums while also programming the event with diversity, rising stars, innovators and thoughtful opinion-makers. 

0 comments

Why did people attack Amazon's #PrimeDay?

In the angry aftermath of Amazon’s big Prime Day sales event, the internet’s support of the ecommerce giant turned from #PrimeDay to #PrimeDayFail.

2 comments

Marketing analytics: what your web traffic says about your business

In digital advertising, we have an uncommon ability to collect user data that’s superior to other forms of advertising data; particularly compared to what’s available in TV or print.

However, merely collecting the data can be overwhelming unless a marketing anthropologist can cut through the clutter and give meaning to what the data says about your business. 

Here are some tips on how to give meaning to your website traffic or advertising response data.

3 comments

Three baseball strategies that will help you win in business

“Baseball is like church. Many attend but few understand” as baseball great Leo Durocher famously said.  

While spring training gets underway, let’s explore how three little-understood strategies of baseball have major league applications in winning at business.

0 comments