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Can “Identity Marketing” Thaw the Cold War Between Brands & Publishers?

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By Dave Hendricks

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Just as publishers were waking up to the fact that half of their traffic is mobile and that mobile traffic is really hard to monetize, Apple comes along and opens the doors for ad blockers. As if monetizing mobile was not challenging enough, large portions of publishers’ assumed human audiences are now blocking the ads that are intended to monetize visits — whether on desktop or mobile devices.

Adding to this challenge is the fact that half of some publishers’ traffic appears to be “robots.” Robots

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Headshot of Dave Hendricks

Dave Hendricks

As president of LiveIntent, Dave Hendricks devises corporate strategies and tries to simplify marketing language. Before growing LiveIntent, Dave was executive vice president (EVP) of operations at PulsePoint (then known as Datran Media), where he worked alongside LiveIntent chief executive (CEO) Matt Keiser and ran Datran's ESP StormPost (nka PostUp). A member of the founding executive team at ExperianCheetahMail, Dave began his email adventure at Pioneering ESP MessageMedia. Dave was named one of Business Insider's 'Top 100 Technologists' in 2011 and Alley Watch claimed he was one of 15 people 'changing advertising' in 2014. He plays electric guitar and you should follow him on Twitter @davehendricks.

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