Content from our thought leader

Todd Wasserman

Todd Wasserman has been writing professionally for over 20 years and was most recently Mashable's Business Editor. From 1999-2010, he covered the advertising and marketing industry for Brandweek, which promoted him to editor-in-chief in 2007. Prior to that, he wrote for the now-defunct Computer Retail Week and various daily newspapers including the Herald & News in Passaic, N.J., and the Register-Citizen in Torrington, Conn. Todd has freelanced for The New York Times, Business 2.0, The Hollywood Reporter and Inc, among other publications. He has also appeared on CNN, NPR, Fox Business and BBC America. In his down time, he enjoys playing racquetball and Scrabble, though not at the same time.

Programmatic TV? Not in 2016, though data-driven TV buying is hot
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Programmatic TV? Not in 2016, though data-driven TV buying is hot

How far does digital TV buying have to go before it makes a dent in the upfronts?

Brands pair with Amazon Echo
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Brands pair with Amazon Echo

Capitol One, Fitbit and Domino's are among the marketers embracing the online retailer's voice-controlled digital assistant

The power of live video
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The power of live video

Why brands like GoPro, Doritos and Target are experimenting with live video messaging

Mobile World Congress 2016: Video, 5G, VR ... And oh, yeah, ad blocking
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Mobile World Congress 2016: Video, 5G, VR ... And oh, yeah, ad blocking

Facebook CEO Mark Zuckerberg set the tone at the world's largest mobile tech conference, predicting a breakout year for mobile video and virtual reality

Tumblr's down, but not out
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Tumblr's down, but not out

The Yahoo-owned social platform has been struggling to grow its user base and revenue

Is the creative of the future a computer?
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Is the creative of the future a computer?

Programmatic creative may be the beginning of "artificial creativity"

The chips are down for Chipotle, but not for long
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The chips are down for Chipotle, but not for long

Brand fallout from the restaurant chain's food-safety crises may be fleeting

Facebook vs. YouTube: Which is the best viral platform for Super Bowl ads?
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Facebook vs. YouTube: Which is the best viral platform for Super Bowl ads?

Marketers have more social platforms to choose from, but only two really matter -- for now

Hacking the Super Bowl: Get your brand noticed for less than $10M a minute
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Hacking the Super Bowl: Get your brand noticed for less than $10M a minute

Newcastle, Oreo and Old Milwaukee have inserted themselves into the game without buying commercial time. Is the trick getting harder to pull off?

NFC packaging updates the lowly QR code, but will consumers care?
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NFC packaging updates the lowly QR code, but will consumers care?

Diageo and Coca-Cola are already experimenting with the technology, which (they swear) provides a better experience than its predecessor

Big brands are taking interest, but is Snapchat ready for its closeup?
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Big brands are taking interest, but is Snapchat ready for its closeup?

The messaging app has shed its sexy stigma, but it's hard-pressed to prove success

The next frontier in mobile advertising: Messaging apps
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The next frontier in mobile advertising: Messaging apps

Brands are following consumers to growing platforms like WhatsApp

The V Word: Why your video won't go viral in 2016
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The V Word: Why your video won't go viral in 2016

"The dirty little secret of our industry is that views are largely purchased," says Unruly VP Devra Prywes

Ten brand fails of 2015 that haven't hurt the brand (yet)
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Ten brand fails of 2015 that haven't hurt the brand (yet)

From Subway to FIFA, VW to Starbucks, these scandals made a big impact in the media but hardly any on sales

The Red Bull Effect: Why more brands are creating their video content in-house
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The Red Bull Effect: Why more brands are creating their video content in-house

From Marriott to Pepsi, brands are turning to their own teams to produce video

Why marketing apps to kids is still largely unregulated
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Why marketing apps to kids is still largely unregulated

Failed attempts at self-enforcement and a toothless FTC have created a Wild West among mobile products targeted to children

What do holiday shoppers want most this year? 'Hassle reduction'
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What do holiday shoppers want most this year? 'Hassle reduction'

Apple found the solution to long lines in stores years ago. Why are so few retailers following suit?

What is your brand's 'Customer Quotient,' and does it matter?
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What is your brand's 'Customer Quotient,' and does it matter?

A new survey ranks brands by how well they "get" their customers. A look at what sets those companies apart

Beyond the reblog: Brands experiment with custom GIFs
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Beyond the reblog: Brands experiment with custom GIFs

TRESemmé , Universal and others are using the popular format to vibe with Millennials. Are they trying too hard to be cool?

Is the US ad industry's addiction to long hours good for business?
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Is the US ad industry's addiction to long hours good for business?

Tragedies have dramatized the dangers of overwork, but the slow corrosion of always-on culture may be a more insidious danger