Judy Shapiro
Advertising Age
New York, NY, United States
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Past articles by Judy:
The simple, single reason why there aren't more women in ad tech
Because women focus on real answers to real problems, versus 'sexy' black boxes and AI-driven algorithms, our thinking is vastly underestimated. → Read More
Opinion: The coming clash of the martech titans
Opinion: The coming clash of the martech titans | AdAge → Read More
The coming clash of the martech titans
Credit: istock After nearly a decade of digital disruption, you'd think things might have started to settle down. Not a chance. The next big tech battle is brewing, and it's all about market dominance when it comes to owning the "customer journey." Let's scope out the battle lines of where it's being fought. CRM: This category is the largest and most active in trying to stretch beyond their core… → Read More
How 'Mad Women' are changing the face of agencies
The #Metoo movement, finally, has helped transform anger into real-world initiatives to bring an end to the Mad Men era, Judy Shapiro says. → Read More
How 'Mad Women' are changing the face of agencies
The era of Mad Men did not end in the 1960's or 70s. In fact, the era of Mad Men is still very much with us—the misogyny, the chauvinism and the harassment perpetuated by legions of "agency white dudes," confident in their right to rule the ad world. Today, as in the Mad Men era, women's creative ideas are regularly appropriated by their male bosses. Women are sexually harassed with no options… → Read More
Why diversity in ad tech is so important right now
As challenged as ad tech is today, infusing fresh thinking is one of the easiest and most effective things we can do, Judy Shapiro writes. → Read More
Why diversity in ad tech is so important right now
It's heartening to hear the conversation about diversity in marketing shift from "diversity is a good thing" to "diversity is foundational in any high-performance company." Even the parts of our industry that stubbornly resisted efforts to diversify, like agencies, are now making meaningful changes. With all this momentum, however, it's time we seriously talked about diversity in ad tech and why… → Read More
Why diversity in ad tech is so important right now
It's heartening to hear the conversation about diversity in marketing shift from "diversity is a good thing" to "diversity is foundational in any high-performance company." Even the parts of our industry that stubbornly resisted efforts to diversify, like agencies, are now making meaningful changes. With all this momentum, however, it's time we seriously talked about diversity in ad tech and why… → Read More
How the 'Facebook shrug' will change Facebook forever
There's a consensus that advertisers will stick with Facebook despite the Cambridge Analytica scandal. It's mistaken, Judy Shapiro says. → Read More
How the 'Facebook shrug' will change Facebook forever
Credit: istock When the Cambridge/Facebook scandal first broke, financial analysts held their breath to see if ad dollars would flee as the depth of the breach in trust became obvious. This question seemed settled with Facebook's crushingly impressive first-quarter financial results, which reassured analysts that advertisers merely "shrugged" at this news, as they had to all previous tracking… → Read More
How the 'Facebook shrug' will change Facebook forever
Credit: istock When the Cambridge/Facebook scandal first broke, financial analysts held their breath to see if ad dollars would flee as the depth of the breach in trust became obvious. This question seemed settled with Facebook's crushingly impressive first-quarter financial results, which reassured analysts that advertisers merely "shrugged" at this news, as they had to all previous tracking… → Read More
Why Blockchain Will Save the Agency Business
Blockchain Credit: istock Last month, I proposed a new disruptive agency model that outlines the operational and organizational structure of the agency of the future. Now it's time to turn our attention to the most important jigsaw piece: the question of the disruptive agency's business model. Like the scene from "The Graduate" in which Benjamin (Dustin Hoffman) learns the secret to success in… → Read More
Why Blockchain Will Save the Agency Business
Blockchain Credit: istock Last month, I proposed a new disruptive agency model that outlines the operational and organizational structure of the agency of the future. Now it's time to turn our attention to the most important jigsaw piece: the question of the disruptive agency's business model. Like the scene from "The Graduate" in which Benjamin (Dustin Hoffman) learns the secret to success in… → Read More
The Disruptive Agency Model
In a recent Ad Age post, I heralded a new era for agencies where "quality scale" was new revenue created through the design of trusted user experiences that can be deployed at scale. This level of sophisticated marketing design is beyond the scope of ad tech platforms or management consulting firms with their limited executional, real-world experience; presenting agencies with a potent new… → Read More
The Disruptive Agency Model
In a recent Ad Age post, I heralded a new era for agencies where "quality scale" was new revenue created through the design of trusted user experiences that can be deployed at scale. This level of sophisticated marketing design is beyond the scope of ad tech platforms or management consulting firms with their limited executional, real-world experience; presenting agencies with a potent new… → Read More
Agencies Should Lead the 'Quality Scale' Transformation
Credit: iStock In the 2000s, agencies were profitably mastering "quality" niche marketing with "new" media like cable, direct marketing and customized print. By 2013, ad tech almost wholesale displaced "quality" in favor of "quantity." Clients began to value "predictable scale" more than the unpredictable outcomes of "quality" advertising. In the quality-versus-quantity battle, the quality camp… → Read More
Agencies Should Lead the 'Quality Scale' Transformation
Credit: iStock In the 2000s, agencies were profitably mastering "quality" niche marketing with "new" media like cable, direct marketing and customized print. By 2013, ad tech almost wholesale displaced "quality" in favor of "quantity." Clients began to value "predictable scale" more than the unpredictable outcomes of "quality" advertising. In the quality-versus-quantity battle, the quality camp… → Read More
Traffic Authentication: The Most Nettlesome Issue in Ad Tech
Traffic verification companies have a perverse incentive not to solve the traffic fraud problem, writes Judy Shapiro, CEO and founder of engageSimply. → Read More
Traffic Authentication: The Most Nettlesome Issue in Ad Tech
Credit: iStock Unless you have been living under a digital rock, the mounting outrage about fake impressions is quickening, commensurate with a deepening understanding of ad tech fraud among advertisers. Recently, Forrester confirmed advertisers' suspiscions in a study titled "The End of Advertising As We Know It." In it, the analyst firm argues the current backlash against major publishers and… → Read More
Traffic Authentication: The Most Nettlesome Issue in Ad Tech
Credit: iStock Unless you have been living under a digital rock, the mounting outrage about fake impressions is quickening, commensurate with a deepening understanding of ad tech fraud among advertisers. Recently, Forrester confirmed advertisers' suspiscions in a study titled "The End of Advertising As We Know It." In it, the analyst firm argues the current backlash against major publishers and… → Read More