Alan Pearlstein

Alan Pearlstein Facebook's announcement of the FBX exchange and its huge success was one of the big stories of 2012 for the data-driven advertising industry. Reports from leading demand-side platforms that access FBX for advertisers show that ads placed on Facebook through the exchange are outperforming the traditional ad exchanges t...

Alan Pearlstein Last year I predicted that retargeting would help usher in the era of data-driven marketing. My thinking was this: retargeting is such a transparent activity that consumers will become aware of the practice of being targeted, and grow more comfortable with it over time. My prediction was accurate… sort of...

Alan Pearlstein As a catalogue marketer in the 1990s, I knew which mailing lists would work best for the dress shirt company I represented. We used multiple criteria to measure data quality. But, we always kept the list sources separate, so we knew what worked well and what didn't work as well. Each data set would becom...

Alan Pearlstein The promise of the data ecosystem is simple: Past consumer behavior can provide insights into future consumer purchase intent. Back in the early 1990s, researchers knew more than 80% of Saab drivers owned Macintosh computers, but they didn't know what that meant, or how best to leverage it. ...

Alan Pearlstein Time spent online is a key reason advertising dollars are flowing to the internet, yet when it comes to valuing and pricing online advertising, time has a limited influence at best. This makes no sense when it comes to banner advertising. The length of time that a browser is ...