Tech for Direct: The Renaissance of Premium – NYC June 5th

Friday, May 31st, 2013

Tech for Direct: The Renaissance of Premium

Real-time bidding changed everything about how remnant inventory is bought and sold, and was responsible for dramatic efficiency gains for both advertisers and publishers. But we haven’t had the same level of a technological shift for the biggest piece of the pie for premium publishers: direct sales. There’s nothing efficient or advanced about sending spreadsheets back and forth, but until recently there wasn’t another option. With the rise of programmatic direct there’s finally technology that’s making direct sales sexy again, but is the industry ready for it?

Find out next Wednesday, June 5th in New York City at an event NextMark is co-hosting with Maxifier and iSocket called “Tech for Direct: The Renaissance of Premium.”  For more information and to request you invitation, go to the event website:

NextMark Helps Raise $300,000 to Fight Breast Cancer

Tuesday, February 19th, 2013


Elizabeth Kim, Mary Bonomo, and Lori Wigler joined NextMark’s “Happiness Project” and 40 other bowling teams to raise more than $300,000 to cure and treat breast cancer during the 4th annual NYC Bowling for

We showed up at Lucky Strike Lanes in NYC on Valentine’s Eve to send some love and support to The NextMark Happiness Project bowled a combined score of 801 and raised a total of $9,230, including the NextMark sponsorship for the event. Mary Bonomo, Managing Partner of Connect NYC, led the pack with the team’s top score. But everyone was a winner: it was an evening jam-packed with free drinks, food, and fun for all who attended.

Special thanks to Leslie Laredo, President of Laredo Group, Richy Glassberg, COO at Medialets, and the rest of the volunteers who made this event a huge success.

Team Roster

Elizabeth Kim, Assistant Brand Strategist, Horizon Media
Mary Bonomo, Managing Partner, Connect NYC
Lori Wigler, Brand Group Director, Horizon Media
Joe Pych, Chief Executive Officer, NextMark
Chris DeMartine, Director of Business Development, NextMark
Chris O’Hara, Chief Revenue Officer, NextMark

Hope to see you next year!  Mark your calendars for February 14, 2014.

iMedia Agency Summit Winners

Monday, December 3rd, 2012


I was sitting at the right table this evening, where all three prizes (3 out of 3) were awarded after dinner at the iMedia Agency Summit in Scottsdale, AZ. Congratulations to Melissa Hogdgon from Engauge whose name was pulled on the first drawing, and chose to receive the iPad mini. It wasn’t shortly afterwards when two other winners emerged from Melissa’s left and right. Congratulations to Scott Atkinson from RedClay Interactive and Kristen Crabtree from Allied Integrated Marketing, who both walked out with great prizes.

As for me, I’m saving all of my business cards exclusively for Digital Media Planners so they can contact me about the ‘Digital Media Planner Happiness Project‘. I’m not so sure I would have had a chance of winning anyway, as something very strange and statistically incomprehensible was happening across the table.

The conference has been great so far, and there are a lot of independent digital advertising agencies who are ready to give their spreadsheets some steroids with Digital Media Planner.

Visit NextMark at DMA 2012 on October 14-16 in Las Vegas

Tuesday, October 9th, 2012

The Direct Marketing Association is holding its big annual conference at the Mandalay Bay Resort in Las Vegas on October 14-16. The theme for this year’s event is “The Global Event for Real-Time Marketers.”

The DMA has come a long way since its beginnings as the “Direct Mail Marketing Association” many years ago. The focus has shifted from offline to digital marketing channels. While many of the basic principles of direct marketing still hold true, new digital channels are each unique and yet to be fully utilized. The DMA and this conference are leading the discussion on successes, failures, and emerging best practices.

NextMark will be among hundreds of exhibitors and sponsors at DMA 2012. We’ll be showing off our new solutions for digital media planning and digital ad sales.  Please visit us at our booth #920 to discover the latest trends and tools in digital media.

Visit NextMark at IAB MIXX Oct 1-2 in NYC

Friday, September 14th, 2012

Please come visit the NextMark team at the IAB MIXX conference on October 1-2 in New York City. We’re really excited to be part of this conference – it’s *the* cornerstone digital advertising event of Advertising Week 2012. The IAB has put together a phenomenal agenda: the art and science of digital creativity, the ramifications of viewable impression metrics, Dennis Crowley of Foursquare, Neal Mohan of Google, Microsoft, Sheryl Sandberg of Facebook, AOL, Mastercard, Twitter, Tumblr, elections, Charlie Rose, Marc Andreesen, and more. Wow!

You can visit us and the other vendors for free with “expo only” passes. You’ll find us in the exhibit hall at booth #103. But when you see the agenda, you’ll probably want to go “all in” with the full conference pass.  Check it out here:


ICO Cookie Monster Strikes Tomorrow

Friday, May 25th, 2012

May 25, 2012

On May 26, 2011, a new web privacy law came into effect in the United Kingdom (UK). The UK was first of the 27 European Union (EU) states to bring their laws in line with the directive intended to protect the privacy of individuals within the EU. With an understanding that there is work to be done and technical issues to resolve, the UK Government extended a one-year grace period for web sites to comply with the new regulations.

Well, the time as come! Effective tomorrow, the grace period is over and the Information Commissioners Office (ICO) will be authorized to impose fines of up to £500,000 — heavy!. In theory, all web sites that serve UK visitors would be subject to this legislation. In reality however, it will be very hard to pursue a case against companies with no legal presence in the EU.

While a few organizations may be looking to leverage web server locations as a scapegoat, it is the location of the legal entities that the enforcement agencies will be focused on– the web host locations won’t matter. There are many types of cookies and forms of consent, so the rules can get pretty complicated. So before you decide to cuddle with the cookie monster, consider that he can complicate your life and confine your business. For example, the legislation does not require consent for cookies to be used in situations defined as ‘strictly necessary’ — but what does that mean? As currently clarified, if a user has placed an order online, then it’s implied by the user’s initial request that permission be granted without further consent to interfere with the transaction. This is just one example of an exemption to the consent requirement, and there are likely to be many more as the battle continues. Very few precedents have been set, so it will be interesting to watch the progression in Europe — and to compare and contrast with the ‘Do Not Track’ agendas in the United States.

To further complicate the legislative implications, take a peek at the definition of “Consent” as noted in the Open letter on the UK implementation of Article 5(3) of the e-Privacy Directive on cookies: “Consent” is defined in the Data Protection Directive as “any freely given specific and informed indication of his wishes.” Note that there are no time constraints associated with this definition, and no specification that the consent must be “prior consent”. Therefore, it is possible that consent may be given after or during processing.

While a few of us may start to feel better about our online privacy, and I’d expect virtually none from the online marketing communities, this legislation has negative implications. The efforts required to acquire informed consent on the use of cookies are likely to be costly for web site owners and businesses. Non-compliant web site owners will have an advantage as well, because their users will not be faced with questions that interfere with their browsing and buying activities.

Is the EU agenda overkill? Why can’t we just rely on innovative solutions that work with our browsers, like Ghostery for instance, to give us better insight and control?

To learn more about online behavioral advertising using cookies, take a look at the video below from Christina Tsuei at The Wall Street Journal. This was created back in 2010, but still very relevant and helpful for understanding how cookies work.

Come to FutureScan on February 3, 2011!

Thursday, January 27th, 2011

Advertising and direct response investments continue to migrate online. Are you ready to give up, give in, or compete for the new market share?

The DMA List and Data Council will be hosting FutureScan for Database Marketers and Multichannel Users in an Online World on Thursday, February 3 from 1:00 – 5:30 PM EST. The event will be held at the DMA Seminar Center located at 1120 Avenue of the Americas in New York City. This is a great opportunity with an unbeatable price for learning from industry experts and networking with your peers. We all need to be prepared for the future — now more than ever!

Here’s the agenda:

1:00 – 2:00 PM     Registration and Light Lunch
2:00 – 3:00 PM     How Data and Consumer Insight Will Shape the Future of Marketing, Bill McGowan, eWay Direct

You will learn about…
The History of Data Marketing
The History of Email Marketing
Social Media Marketing
Video on Social Marketing
Fragmented Marketing Today
Thoughts on What’s Next for Marketing
Current Marketing Strategies On/Offline
…and more about how data and consumer insight will shape the future of marketing, with case studies.

3:00 – 3:30 PM     Networking Break
3:30 – 4:30 PM     Capitalizing on the Evolution of Display Advertising Through Data Driven Interactive Ads, Ben Kartzman,  spongecell

You will learn about…
The Advertising Market Migrating Online
Evolving Display Landscape
… and case studies

4:30 – 5:30 PM Networking Wine & Cheese Reception
5:30 PM Optional off-site networking opportunity (details announced at event)

The price is right for this event:  DMA Council Member $ 35 | DMA Member $ 45 | Non-member $ 55

If you’d like to attend, please contact DMA Customer Service at (212) 790 – 1500 or e-mail

We hope to see you there!

Chris DeMartine

Turnaround tools for List Brokers and List Managers @ DMA09 conference

Thursday, October 15th, 2009

Necessity is the mother of invention. In a slow economy (will it ever end?), innovation is critical to survival. At DMA09 booth #1930, NextMark will be showing off its latest turnaround tools for List Brokers and List Managers, including NextMark Select. Here’s a sneak preview video:

For more information and live demonstrations, visit NextMark at booth #1930. See you in San Diego!