Mario Diez

Imagine adorning a Crest branding video with a custom call-to-action that tells the viewer she can buy the toothpaste on sale at a local Target or Walmart for $3.99. To achieve this, Tegna-owned companies PointRoll and ShopLocal are combining their capabilities under a new entity called Cofactor. If the name Tegna sounds unfamiliar, that’s because the company only formed two and a half months ago after spinning off from Gannett.

Data-driven creative ads have exploded across the digital marketing space, but what’s their real value, and how do they actually work?

Marketers are facing one of the biggest and most difficult transitions ever, transitioning from media that supports “one to many” messaging to those designed for “one to one.”

The premium-content model for journalistic content is contracting quickly and needs to be redefined to serve digital needs of readers and advertisers.

As agencies invest more in buying ads via exchanges or real-time bidding, there’s higher demand for more data to help judge these impressions prior to purchase. To satisfy this demand, we’ve seen a flurry of announcements about “pre-bid” data — data that gets passed to agency buying platforms before a bid is placed, giving the buyer some indication of the impression’s visibility or the site’s likelihood to draw engagement.

Last week, newspaper-publisher-backed ad optimizer quadrantONE unveiled three new audience targeting tools in partnership with data management marketing specialist Acxiom.
We spoke with Mario Diez, the CEO of quadrantONE, which is a joint venture among The New York Times Co., Tribune Company, Hearst and Gannett, about the new tools and why it pulled in Acxiom to help on targeting.

Digiday interviewed Mario Diez, CEO of local audience platform QuadrantOne. Diez discusses the need for publishers to create differentiation in order to build a premium media business.

Digital advertising has been exploding with innovation and new technology in the past few years. RTB, contextual targeting, page-based analysis, real-time ad verification and brand protection have all burst onto the scene, and I’m sure each of us can name at least one company that was funded and founded to do just one of those functions. But what many don’t acknowledge is that each of these services is essentially a product or a feature. That is to say, some do not merit entire companies to… Show more

Digital advertising has been exploding with innovation and new technology in the past few years. RTB, contextual targeting, page-based analysis, real-time ad verification and brand protection have all burst onto the scene, and I’m sure each of us can name at least one company that was funded and founded to do just one of those functions. But what many don’t acknowledge is that each of these services is essentially a product or a feature. That is to say, some do not merit entire companies to support them. Show less

In a recent Atlantic Monthly article on the impact of digital media, there’s a simple graph that sums up the issue: $40 billion evaporated with little likelihood of return. Rather than waste more time pointing fingers, publishers need to get on with figuring out what’s next

Interview outlining future roles that publishers, ad technology and media networks will play.

The current trend in automated audience buying is all about putting the power back in the hands of publishers. Behavioral targeting and data brokers have been part of online marketing for years, but what we’re seeing now is that brand marketers are far more interested in using their own data and first-party data generated directly by the publishers. As a result, third-party data is quickly losing its value. Publishers don’t want to pay for it and they don’t want to deal with the mystery… Show more

The current trend in automated audience buying is all about putting the power back in the hands of publishers. Behavioral targeting and data brokers have been part of online marketing for years, but what we’re seeing now is that brand marketers are far more interested in using their own data and first-party data generated directly by the publishers. As a result, third-party data is quickly losing its value. Publishers don’t want to pay for it and they don’t want to deal with the mystery surrounding it. Show less

CNBC's Julia Boorstin interviews Mario Diez, CEO of quadrantONE, about the importance of premium ad inventory:

Adexchanger interview on the state of quadrantONE and the future of ad technology and the greater local publishing community

The players are the largest in the industry as well as, some pundits say, the most vulnerable — print publishers and local TV stations. QuadrantOne isn’t simply a Hail Mary for higher ad rates. It’s a power play on the part of some of the most recognizable printed content brands in the world — Tribune, Gannett, Hearst and The New York Times — to merge premium online and printed content into a new iteration of a geo-driven, national data ecosystem