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<title><![CDATA[Articles by Alan Pearlstein]]></title>
<link>http://adage.com/rss-author.php?id=4357</link>
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<ttl>120</ttl>
<description><![CDATA[Articles by Alan Pearlstein]]></description>
<item>
<title><![CDATA[Facebook's FBX Success Proves It: Social Data Are Worthless]]></title>
<link>http://adage.com/article/digitalnext/facebook-s-fbx-success-proves-social-data-worthless/239253/</link>
<description><![CDATA[








Alan Pearlstein






Facebook&#039;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]]></description>
<pubDate>Fri, 18 Jan 2013 11:28 EST</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Customer Anger Over Tracking Isn't About Privacy, It's About Respect]]></title>
<link>http://adage.com/article/digitalnext/anger-tracking-privacy-respect/238772/</link>
<description><![CDATA[








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&hellip; sort of]]></description>
<pubDate>Fri, 14 Dec 2012 10:27 EST</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Time to Stop Talking About 'Scale' And Start Targeting]]></title>
<link>http://adage.com/article/digitalnext/time-stop-talking-scale-start-targeting/234383/</link>
<description><![CDATA[
	
		
			
		
		
			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&#039;t work as well.  Each data set would becom]]></description>
<pubDate>Thu, 26 Apr 2012 09:49 EDT</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Do You Really Know Where Your Data Comes From?]]></title>
<link>http://adage.com/article/digitalnext/data/233989/</link>
<description><![CDATA[
	
		
			
		
		
			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&#039;t know what that     meant, or how best to leverage it. ]]></description>
<pubDate>Fri, 06 Apr 2012 09:58 EDT</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Kill the CPM: Why It's Better to Buy Time Than Ad Impressions]]></title>
<link>http://adage.com/article/digitalnext/kill-cpm-buy-time-ad-impressions/232636/</link>
<description><![CDATA[
	
		
			
		
		
			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     ]]></description>
<pubDate>Thu, 09 Feb 2012 10:07 EST</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[How Unbundling Media and Technology Will Nurture Innovation]]></title>
<link>http://adage.com/article/digitalnext/unbundling-media-technology-nurture-innovation/231414/</link>
<description><![CDATA[
	
		
			
		
		
			Alan Pearlstein
		
	


Ad technology companies want to prove the value of             their offerings to advertisers, and more often than not they&#039;ve turned to the media-selling business as a way to have their technology, algorithm or special sauce adopted by             the market. But selling media distracts from the core goal,]]></description>
<pubDate>Wed, 07 Dec 2011 09:37 EST</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[When Will Brand Dollars Move Online? Maybe Never.]]></title>
<link>http://adage.com/article/digitalnext/brand-dollars-move-online/230622/</link>
<description><![CDATA[
	
		
			
		
		
			Alan Pearlstein
		
	


It&#039;s time to face the reality that                     the Internet sucks as a branding medium. I know that                     statement will rile up a few people, but I am starting to believe that                     the Internet may not be the right medium for brand development, at least in its current f]]></description>
<pubDate>Tue, 25 Oct 2011 14:00 EDT</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Stop Hiding Behind Your Algorithm]]></title>
<link>http://adage.com/article/digitalnext/stop-hiding-algorithm/230060/</link>
<description><![CDATA[
	
		
			
		
		
			Alan Pearlstein
		
	



In the past couple of years, a new display ecosystem sprung up rapidly, this time built around the separation of media and audience. Every week it seems as if more data is available, a new tech provider enters the market, and another snappy startup claims it has some kick-ass algorithm that will change the]]></description>
<pubDate>Tue, 27 Sep 2011 10:26 EDT</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Online Advertisers: Do You Know Where Your Data Has Been?]]></title>
<link>http://adage.com/article/digitalnext/online-advertisers-data/229156/</link>
<description><![CDATA[
	
		
			
		
		
			Alan Pearlstein
		
	


As children, our mothers would often admonish us for picking things up off the street                                                      by                                                      saying, "Put that                                                      down, you don&#039;t know where it&#039;s been!" We ]]></description>
<pubDate>Mon, 08 Aug 2011 12:16 EDT</pubDate>
<author>Alan Pearlstein</author>
</item>
<item>
<title><![CDATA[Hey, Yahoo, Microsoft, Google Is About to Eat Your Lunch in Display]]></title>
<link>http://adage.com/article/digitalnext/hey-yahoo-microsoft-google-eat-lunch-display/228947/</link>
<description><![CDATA[
	
		
			
		
		
			Alan Pearlstein
		
	




The Google-Admeld deal was announced a little more than a month ago, and it  was the hot conversation topic in our industry for a while. Now the buzz  
has died down considerably, and most mentions of                                                          the deal center on how closely the Department of]]></description>
<pubDate>Wed, 27 Jul 2011 10:46 EDT</pubDate>
<author>Alan Pearlstein</author>
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