James Green
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About James Green

James Green is chief executive officer at Magnetic, a technology company with a marketing platform for enterprises, brands and agencies. James is charged with driving the company’s strategic vision and overall expansion.

James Green's latest articles

Performance marketing

The Power Of Real-Time Display For Back-To-School

While many schools have recently let students out for summer break, back-to-school (BTS) shopping is already top of mind for marketers. This season, eMarketer estimates about $50B will be spent on retail ecommerce sales, including a wide range of products and categories from apparel and electronics to school and office supplies. eMarketer’s recent report explains […]

Performance marketing

How To Sell Your CEO On Investing More In Search. Hint: It’s About Insights

If you’re the CMO of any business, you’re likely aware of popular search strategies and how search can take consumers along the purchase journey from intent to action. According to Fleishman-Hillard and Harris Interactive’s 2012 Digital Influence Survey, 96% of consumers worldwide indicated that they searched for information about brands or products on the internet, […]

Performance marketing

Programmatic & Native: How Content & Data-Driven Marketing Can Co-Exist

Advertising is always most effective when it is well integrated into the customer experience. Over this past year, programmatic buying and native advertising (both popular buzzwords in our industry) have taken two very different approaches in enabling marketers to create engaging and relevant experiences for their audiences — one by using data, and the other […]

Performance marketing

The Power Of Information In Advertising

There have been a flurry of recent articles stemming from a new study by Digital Advertising Alliance (DAA) about how ad value spikes when data is used to boost relevance. Ensuing articles have gushed that “advertisers pay three times more for cookie-based ads” and “advertisers will pay a substantially higher premium for interest-based ads.” Part […]

Performance marketing

Why And How Brands Must Go Omni-Channel in 2014

You visit your favorite retailer’s website. Upon your arrival, the site drops cookies on your browser. Next thing you know, you’re seeing a television ad promoting deals available via the retailer’s mobile app. And before you know it, you are accessing information on your mobile device and then visiting the brick-and-mortar store. As you browse […]

Performance marketing

Abandoning Third-Party Cookies? What Gives, Google?

It’s been reported that Google is working on its own online identifier system, called AdID, which could replace the third-party cookies used by marketers to track people’s online behavior, better targeting their advertising efforts. Google’s AdID would be transmitted to advertisers and ad networks that have agreed to basic guidelines, which would give consumers more […]

Marketing management

Understanding Digital Enmeshment

The digital industry is at a crossroads as social, mobile, display and search advertising become increasingly essential to marketing budgets. As a result, the intersection of these channels has forced marketers to view digital as less of a customer acquisition channel, and more of a platform for branding, increasing customer retention and building lasting relationships. […]

Performance marketing

For Twitter Retargeting, Communication Is Key

This past July, Twitter followed in Facebook’s footsteps with the announcement of retargeting. In a company blog post, Twitter said that they would begin experimenting with a way to make ads on Twitter more useful to its users in the United States by displaying promoted content from brands and businesses users have shown interest in. […]

Performance marketing

Beware: As Mobile Grows, Desktop May Decline

I’ve been in the digital advertising and technology business since the 1990s, and since day one, I’ve heard two refrains over and over again: Time spent on desktops is still much greater than the dollars spent reaching the audience using them. This is the year of mobile. My reaction to this has been: Nod sagely, […]

Performance marketing

Let’s Raise Our Standards Online: Stop Faking ROI & Start Acting More Like TV

TV advertising is one of the most effective means of increasing brand awareness; and, despite the heightened use of ad-skipping devices, marketers continue to allocate ad dollars in massive amounts to television. But, as digital starts to deliver similar products, there has been a debate raging about measurement. Nearly One-Third Of Online Display Ads Aren’t Seen […]

Performance marketing

Kicking Third-Party Cookies To The Curb: The Fallout For The Digital Ad Industry

More and more Web browsers are blocking the use of third-party cookies by default, a development which has sparked a fierce debate in the digital ad industry. Firefox is the latest browser to make the announcement, forcing marketers, ad technology companies and ad agencies to discover another means for reaching consumers with targeted advertising. This […]

Performance marketing

A New Era: Re-Defining Premium Ad Inventory

Premium inventory. What exactly does that mean? We think we all know: it’s that custom ad placement on ESPN.com, or the full-page takeover on NYTimes.com. Some of us may think a gaming site like IGN is premium; others may disagree. Overall, the basic premise is that premium inventory is the media found on a well-known […]

Performance marketing

The Road To Understanding Viewable Ad Impressions

According to a recent comScore study of a dozen major brands, including Allstate, Ford and Kellogg’s, 31 percent of online ads go unseen by consumers. Recently, I moderated a panel of experts in the field, and they all said they’d seen typical rates of unseen ads coming in at over 50%, and, in the worst […]

Performance marketing

The Truth About Big Data

In today’s increasingly data-driven world, it’s interesting that there remain a number of misconceptions and hesitations surrounding big data. The most significant misconception is that many marketers refer to big data as a thing when it is simply a trend. While some marketers are wary of it, others are excited and ready to use the […]

Performance marketing

Advertising Industry Forecast For 2013

It’s been an explosive year for the ad industry, particularly in the online sector. From ad targeting’s important role in the presidential election, to Facebook’s recent IPO, online advertising is continuing to grow and evolve in our ever-expanding digital world. As 2012 winds down and we head into the New Year, I have included a […]

Performance marketing

2012: The Year Of Ad Targeting

While 2012 isn’t entirely behind us just yet, many exciting things have happened in the digital space over the last twelve months that will have an impact on advertising in the New Year. Ad targeting has played a tremendous role in online advertising, and we have the abundance of available data to thank for this. […]

Performance marketing

Predictions For The Future Of Advertising & Media

The media business is nearly as old as mankind. We started writing on tablets and scrolls millennia ago; the telecommunication business was then invented in the 18th century; and the computer business grew out of the 2nd World War, later popularized in the 1970s. Media Linked As One But as separate as these three media […]

Performance marketing

Will Search Engines One Day Be Overcome With Display Ads?

Last month, Google’s famously streamlined white homepage was plastered with something different: an animated banner ad. Since Google has been credited as an ad-free (or, at least, display-ad-free) search engine, the animated banner ad for the Nexus 7 Android tablet came as a bit of a shock to both Google users and the wider industry. While this […]

Performance marketing

Data Hunting Season: Most Effective Times Of The Year To Add Data To Your Media Plan

As with buying stocks, timing is everything when it comes to leveraging data to reach your target audience. Today, brands have the opportunity to capitalize on the abundance of inventory and data available to plan their marketing initiatives. When combined with media, these ingredients create the perfect recipe to apply targeted advertising to seasonal events. […]

Customer experience

Targeted Advertising: Gaining Ground for Branding Campaigns

To date, branding has often been associated with billboards, magazine spreads and million-dollar TV spots. In online advertising, this translates to large media buys with premium publishers, including spots such as site sponsorships and homepage takeovers. However, where do data and ad targeting fit into the branding equation? Is there a place for branding campaigns […]

Performance marketing

Not All Digital Ads Are Created Equal

Digital advertising is on the rise, which is good news for us — the people that live and breathe in the online world. However, as audiences migrate to digital media, better creative and more strategic ad placement is necessary. In today’s digital world, there is one point that must not be overlooked: not all digital […]

Data

Embrace Science And Big Data: The Attribution Revolution

Recently, the topic of attribution has been taking some heat, as agencies and clients try to determine the best way to assign value to various advertising channels. While some are more willing to accept different models than others, all marketers must embrace this movement immediately. I’m going to focus here only on digital media — […]

Performance marketing

Facebook’s Choice — Make History, Or Be History

If I were a Facebook advertiser, I’d probably still be holding meetings and sending emails about how to strategize around Facebook’s marketing conference late last month. Rightfully so. There’s a lot to digest. What’s interesting here isn’t so much what was announced, which was better mobile experience for advertisers, bigger ads and better targeting. What’s […]

Performance marketing

The Return Of The Publishing Genius

There’s nothing like a white-hot economy, or a white-hot sector, to create marketing geniuses. Notice that there are a lot of well-known social media geniuses these days. The financial service sector seems to have a shortage of them. Which is not to say there are none. It’s my belief that the very smart executives shine […]

Performance marketing

Display’s The Thing

First things first. Let me start by confessing that I run a search-oriented digital ad business. Before you think that this is just another flogging of search retargeting, indulge me one sentence. I’m here to tell you that the hottest area of Internet advertising is display ads. Really. I know it from three very credible […]

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