Published articles
of Judy Shapiro, CEO

EDITOR’S PICKS

SIX BROKEN (OR ALMOST BROKEN) AD-TECH PROMISES

AdAge (10/5/16): Google has gotten together with a diverse group of marketers, publishers, agencies and industry bodies to create The Coalition for Better Ads in what Ad Age called “possibly the broadest attempt yet to fix online advertising so that consumers don’t become obsessed with blocking it.” Ouch! Ten years into advertising’s digital transformation, this is a stinging indictment of ad tech’s failure to create quality user experiences, and the reason so many consumers have turned on their ad blockers. With 20/20 hindsight,

AD TECH RESET

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THE NOISE FROM THE TECH ECHO CHAMBER IS DEAFENING

As published in Huffington Post: 4/10/2014: This post is best framed with this old African proverb: An elephant can …

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IT’S TIME TO BALANCE THE TECH-HUMAN ELEMENT IN MARKETING

As published in Ad Age 12/2/2014: Five Ways to Thrive in the Chaotic Ad-Tech Wonderland in 2015 Advertiser patience …

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THE SIMPLE, SINGLE REASON WHY THERE AREN’T MORE WOMEN IN AD TECH

As published in Ad Age 8/20/2019: Why aren’t there more women? Short answer – because women focus on real …

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THREE WAYS FACEBOOK HAS JUMPED THE SHARK FOR MARKETERS

As published in Ad Age February 07, 2017: Way way back in pre-IPO Facebook history, I pondered in a …

Real World Digital Accountability

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THE COMING CLASH OF THE MARTECH TITANS

As published in Ad Age 3/4/2019: After nearly a decade of digital disruption, you’d think things might have started …

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FOUR WAYS ‘STRAIGHT TALK’ WILL SPARK A QUIET REVOLUTION IN AD TECH

As published in Ad Age 2/25/2016: Confusing Language Has Hobbled the Ad-Tech Landscape Ad tech’s technically dense language is propelled …

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HOW TO NAVIGATE THE PROGRAMMATIC CONTEXTUAL MAZE

As published in Ad Age 8/31/2016: Ask 100 marketers to describe “contextual advertising,” and you are likely to get …

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THE 50 SHADES OF ETHICAL AD TECH GREY

Interview with Judy Shapiro with Business Impact Leadership Series Conversations about trust and transparency in ad tech are vexing …

Agency’s New Horizons

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BEST PRACTICES: HOW TO HARNESS THE CHAOS OF EXPERIMENTATION FOR MARKETING BREAKTHROUGHS

As published in Ad Age June 05, 2015: Four Ways to Integrate Experimentation into the Marketing Playbook  Therefore, these …

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THE DISRUPTIVE AGENCY MODEL

As published in Ad Age November 16, 2017: In a recent Ad Age post, I heralded a new era …

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WHY EXCLUDING MARKETERS FROM THE AD-TECH BOOM IS A FAILED STRATEGY

As published in Ad Age – 4/30/2015: Marketers Must Lead the Next Phase of the Ad-Tech Revolution I am …

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AGENCIES SHOULD LEAD THE ‘QUALITY SCALE’ TRANSFORMATION

In the 2000s, agencies were profitably mastering “quality” niche marketing with “new” media like cable, direct marketing and customized print. …

Big data Reset

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DISRUPTING THE DISRUPTION MYTH

As published in Entrepreneur 8/12/2014: In the United States right now, in some conference room or coffee shop, a …

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NEWS FLASH: AD-BLOCKING IS NOT MARKETING’S FAULT

Programmatic Ad-Buying Has Degraded the User Experience, But Marketing Can Help Fix It   Marketers are usually the first …

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THE WINNERS AND LOSERS IN THE IMPRESSION “RIGHTSIZING” EVENT

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in …

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WHY FIXING FACEBOOK MIGHT BE EASIER THAN WE THINK

Our relationship with Facebook is complicated. Contemporary distrust of Facebook is at peak levels commensurate to the goodwill it …

Trust Tech Wave

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FIVE STRATEGIES TO PUT HUMANS IN CONTROL OF AD TECH

any have described ad tech as a black box sitting atop a runaway train, with marketers in the caboose, …

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‘GO SMALL OR GO HOME’ IS THE NEXT BIG THING IN AD TECH

It’s Time for Advertisers to Focus on People First, Not Technology   “Go big or go home” is the …

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WHO’S TO BLAME FOR THE CURRENT AD TECH TRUST GAP?

Recently, PluggedBD held an executive-level roundtable titled “Transparency, Measurement and Viewability in the Digital Age,” which began with a discussion …

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A STRANGER IN A STRANGE AD TECH LAND

This post was written by CEO and founder of engageSimply, Judy Shapiro I think I may be the loneliest …

AdTech Reboot Event Series

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Confessions of a fed-up ad fraud researcher: ‘Prevention is always behind’

This anonymous confession from the inside one of the traffic verification firms was published in Digiday. It is a …

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AdTech Reboot Activation Series

Never has the global marketing community experienced a near complete halt to many advertising activities. This unprecedented time-out, unlikely …

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THREE WAYS FACEBOOK HAS JUMPED THE SHARK FOR MARKETERS

As published in Ad Age February 07, 2017: Way way back in pre-IPO Facebook history, I pondered in a …

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WHY FIXING FACEBOOK MIGHT BE EASIER THAN WE THINK

Our relationship with Facebook is complicated. Contemporary distrust of Facebook is at peak levels commensurate to the goodwill it …