Yuyu Chen

  • ‘Not just the digital czar’: How the role of chief digital officer has evolved

    Two years ago, Charlie Cole became Tumi’s first chief digital officer, charged with bringing a digital mindset to the organization and working with marketing, merchandising, creative and distribution on a comprehensive digital strategy. Cole now leads a digital team of over 20 people that reports to the CEO and takes care of online analytics, customer relationship management and direct display.

    Yuyu Chen/ Digidayin How To's- 32 readers -
  • The last empire: Inside Dentsu’s looming presence in Japan

    Foreigners visiting Dentsu for the first time are in for a shock. The agency group’s headquarters in Tokyo are massive, occupying a central role in the Shiodome district. Visitors are treated to the full Dentsu experience, taken to a VIP elevator that will whisk them up 48 stories to the top floor, where Dentsu’s top execs enjoy spectacular views of Tokyo. Down below, 6,700 staffers toil away.

    Yuyu Chen/ Digiday- 13 readers -
  • Accenture is touting an AI-driven programmatic video ad

    Accenture Interactive, Accenture’s agency arm, is pitching publishers and brands on a product that uses AI to automatically overlay product placements on streaming video content. The way it works is, for example, if an online streaming service serves a video ad featuring a moving plane to two people, one in the U.S.

    Yuyu Chen/ Digidayin Display- 38 readers -
  • Twitter’s got ad tech ambitions but current challenges

    Focus is a big theme for Twitter this year. One area CEO Jack Dorsey has zeroed in on: programmatic advertising. Last month, for instance, Dorsey hired ad tech veteran Bruce Falck, former CEO for the demand-side platform Turn, as Twitter’s head of revenue product. In Cannes, Dorsey also said that Twitter is not giving up on ad tech — instead the company will invest more in prog ...

    Yuyu Chen/ Digidayin Social- 19 readers -
  • The state of programmatic advertising

    Programmatic advertising has gotten a lot of bad press this year, what with news about ad fraud, the YouTube ad boycott and the Guardian-Rubicon Project lawsuit. Regardless, programmatic is expected to continue to grow as more publishers and marketers shift from open exchanges to private marketplaces to control brand safety and minimize ad fraud.

    Yuyu Chen/ Digiday- 22 readers -
  • Why media buyers are often absent from discussions that set programmatic standards

    On a recent Wednesday morning, around a dozen reporters, agency and ad tech executives gathered at a roundtable hosted by ad tech firm InMobi at the Interactive Advertising Bureau’s Tech Lab in New York City. One of the attendees, Jason Cooper, gm of mobile for Integral Ad Science, brought up a challenge in setting up industry standards around measurement and transparency: the ...

    Yuyu Chen/ Digiday- 19 readers -
  • Dove finds the perils of influencer marketing

    An MTV-host-turned agency owner, Coltrane Curtis built Team Epiphany by creating promotional content with social stars for brands. But Curtis — who has over 24,000 followers on Instagram — has no interest in becoming an influencer and running endorsement deals himself, especially when a request comes from one of his competitors.

    Yuyu Chen/ Digiday- 28 readers -
  • No longer a one-off: How pop-ups became part of retailers’ core strategy

    Online retailer The Flex Company, which makes a disc-shaped tampon alternative, is opening its first pop-up store on Thursday on Wooster Street in New York City’s SoHo neighborhood. There, visitors can purchase Flex products and learn more about the history of menstrual products. Lauren Schulte, the company’s co-founder and CEO, hopes the pop-up store can help propound the noti ...

    Yuyu Chen/ Digidayin How To's- 17 readers -
  • How independent digital agency Cramer-Krasselt built its trading desk

    For independent shops like Cramer-Krasselt, the shift to programmatic presents challenges. They don’t have the resources to pour into proprietary tech like the big holding companies. For Cramer-Krasselt, that has meant stitching together ad-tech partners to form its own trading desk — and educating all of its employees on the ins and outs of programmatic.

    Yuyu Chen/ Digidayin How To's- 21 readers -
  • Domain spoofing remains an unsolved issue in programmatic advertising

    Ask marketers about a persistent, unresolved issue in programmatic advertising, and many will agree: domain spoofing. Domain spoofing, where unscrupulous publishers, ad networks or exchanges obscure the nature of their traffic to resemble legitimate websites, is not a new problem in the industry. But it has gained much attention lately because marketers are increasingly focuse ...

    Yuyu Chen/ Digiday- 20 readers -
  • What influencer marketing really costs

    A lot of people talk about influencer marketing, but few understand how it is priced. Influencer costs can range from a couple of hundred to millions of dollars on one platform or across social networks, because of all the factors that go into it, including exclusivity, engagement rate, following size and usage rights.

    Yuyu Chen/ Digidayin Social- 29 readers -
  • Agencies fight turnover, poaching with global job swaps

    In January, Matthew Witt spent two weeks at Maxus’ office in Guangzhou, China. The 28-year-old associate media director spent his afternoons talking to content, search, social and client teams in the Guangzhou office to learn how they approached the Chinese market. Witt also met with marketing executives from Huawei, one of the biggest smartphone makers in China, where he learn ...

    Yuyu Chen/ Digiday- 22 readers -
  • The state of mobile advertising

    The likes of Facebook, Google and Snap are driving the rapid growth of mobile advertising, which includes social, video, search and programmatic. Here’s a look at the state of mobile advertising, based on industry reports and the takeaways for marketers. The major takeaways Mobile-based impressions and clicks are primary growth drivers for digital advertising.

    Yuyu Chen/ Digidayin Mobile- 23 readers -