Wayne Gattinella

Wayne Gattinella is the CEO and president of DoubleVerify, an online advertising verification company. Prior to being appointed for this lead post, Gattinella served as the CEO and president of WebMD, a health information website. Under his 10-year leadership at WebMD, the website became one of the most recognized and trusted brands in online health information with over 100 million unique users per month.

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Internet Ad Spend To Reach $121B In 2014, 23% Of $537B Total Ad Spend, Ad Tech Boosts Display | TechCrunch

Global ad spend is on track to grow 5.5% this year to $537 billion, while Internet advertising will account for nearly one-quarter of that, at $121 billion,..

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Microsoft Pursues an Automated Way to Get Insidious Ads out of Apps | MIT Technology Review

A new tool roots out ads that are too easy for users to accidentally click.

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IAB Chair: Time to Tackle Advertising Fraud

The digital media industry needs to tackle its advertising fraud problem or risk losing credibility, warns Ziff Davis CEO Vivek Shah.

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Leadership lessons from the Olympics

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Hackers increasingly are exploiting a little-discussed weak spot in Internet security: The byzantine network of ad makers and sellers that target online ads based on users' browsing habits.

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While the online ad industry falls deeper in love with native ads that fade into the background of Web pages, consumers prefer ads that get in their face by taking over their computer screens.

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NetAppVoice: Are Leaders Born Or Made? (And How To Be One)

Can your genes make a difference to your career? The question is as old as the nature-versus-nurture debate. While there are distinct genetic combinations that can give you an advantage, we know theres no escaping Malcolm Gladwells 10,000 hour rule for career success: If you want to get ahead you need [...]

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'New York Times' Readies for Web Redesign on Jan. 8 With Native Ads

The New York Times revealed its plans to launch a website redesign on Jan. 8 with a focus on native advertising and online video.

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This blog article for Wayne Gattinella expounds on the new form of advertising that is making waves online -- native advertising.

The discussions about native advertising have been loud these days, from Hexagram announcing Facebook as the top choice of most brands for native advertising to the Federal Trade Commission scheduling a workshop on the topic next month. But what exactly is native advertising and why is it making…

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Facebook Crosses the Advertising Frontier Into TV's Turf

On Thursday, Facebook will start putting promoted videos into its news feed, attacking the last true mass-market advertising medium: TV

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As Online Ads Look More Like News Articles, F.T.C. Warns Against Deception

The Federal Trade Commission fears that what has become known as “native advertising,” “paid links” or “sponsored content” can confuse consumers.

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Tesco to use eye-scanning technology that targets ads to customers

In the UK, giant retailer Tesco is set to install an eye-scanning technology that targets advertisements to customers. This would help advertisers understand the type and number of people viewing their ads and subsequently modify their campaigns to reach out to their target markets.

The technology is called the OptimEyes screen, which will be displayed in all Tesco gas station convenience stores across the country. When customers stand in the checkout line and look at the flat-panel display, the internal camera on the screen scans their face then assigns them a gender and an age using algorithms. Based on these data, the screen will display adverts that are designed to appeal to them.

Image Source: internationalsupermarketnews.com

Aside from identifying gender and age, OptimEyes will also consider the time and date of customer visits. A campaign for milk and cereals is more likely to be displayed in the morning while ads for liquors are aired at night. When a big event, like the World Cup, is scheduled, customers can also expect a lot of displays for seasonal promotions.

Image Source: gadgetscrine.com

According to its developer, Amscreen, OptimEyes is limited to face detection, assigning of gender and age, and categorizing customers into four age groups: child, young adult, adult, and senior. It doesn’t store images and cannot recognize people. Nonetheless, some have already expressed their apprehension toward the technology, sensing its Big Brother-like tendency to pry.

Image Source: outputmagazine.com

However, while the UK citizenry is debating whether OptimEyes can improve customer engagement or only serves to invade shoppers’ privacy, no news is available yet as to when this technology will be introduced in the US.

Wayne Gattinella is the President of DoubleVerify, an NYC-based online media verification company that champions “truth in advertising.” Follow this Twitter page to get the latest updates in the advertising industry.

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What's the role of data scientists on online advertising?

Advertising's not what it used to be. Data means the industry is less about the chain-smoking, Martini-swilling folk in Mad Men and more about spreadsheets.