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Articles by Phil Schraeder
How leaders can support the queer community beyond Pride
By Phil Schraeder5 minute Read During this Pride, I’m reflecting on what it means to be a member of the queer community today. And more, I’m thinking about what it means to be a gay CEO in tech today and about my journey here. I’m in my forties, but I spent the first half of my life hiding a large part of who I am. It took moving across the country alone and having a gay manager in LA that inspired me to embrace all the parts of myself I had hidden away.
How Europe Can Create a Balanced Startup Ecosystem
Written by Novobrief guest author Jesús Tapia, Head of ISDI Accelerator A David versus Goliath scenario is playing out in the European Union. Unequal access to venture capital for startups in different parts of the EU has limited the growth of certain markets and could negatively impact the future of the region's entrepreneurship ecosystem as a whole.
Brand Reliance on Cookies is Ruining the Element of Surprise for Consumers (and Yes, They Resent it)
Forget about “Cookie Doomsday.” Even if Google never fully deprecates the third-party cookie in Chrome, retailers still need to ditch those bits of code as soon as they can. The simple fact is that third-party cookies are destroying consumers’ ability to shop the way they want to shop, and the long-term fallout from the resulting consumer frustration could be devastating for retailers.
Brand Reliance on Cookies is Ruining the Element of Surprise for Consumers
Forget about "Cookie Doomsday." Even if Google never fully deprecates the third-party cookie in Chrome, retailers still need to ditch those bits of code as soon as they can. The simple fact is that third-party cookies are destroying consumers’ ability to shop the way they want to shop, and the long-term fallout from the resulting consumer frustration could be devastating for retailers.
Brands Still Relying on Cookies This Holiday Season Are Lagging Behind
November 30, 2022 By Phil Schraeder Google keeps pushing back its date for the so-called "cookie apocalypse." But if you're a retailer hoping to prosper in the 2022 holiday season, that doesn't matter one bit. If you're still relying on third-party cookies, you might be as doomed from a long-term perspective as the cookie itself. Too many brands are taking Google's delay as an excuse to postpone their searches for third-party cookie alternatives, but it's a huge mistake.
5 Ways to Recession-Proof Your Ads
Depending on the headlines you believe, we're either headed for a long, ugly recession, or parts of the world are already in one. Either way, it's not pretty — and consumers and advertisers are bracing for impact. Even in July, when the markets were momentarily showing signs of recovery, and gas prices were dropping, 54% of U.S. adults said they on their spending for the remainder of 2022.
In the “Cookie Apocalypse” Context Matters – Now More Than Ever
By Phil Schraeder, CEO of GumGum The language coming out of IAB’s Annual Leadership meeting this year was dire: We’re watching a “slow-motion trainwreck” was the warning from IAB CEO David Cohen in the keynote. Other soundbites were that we’re “losing over $10 billion in sales” as cookie deprecation and looming legislation roil the entire interactive industry and “soon we’ll be operating by the equivalent of candlelight.” Worse, a “measurement blackout”. Phew. Let’s pack it in. Party’s over, right?
【コラム】プライド月間の6月を終えて、テック業界のステレオタイプな男性的文化との戦い | TechCrunch Japan
「ゲーム」と呼んでいるものを始めたのは4歳のときだった。学校でコスプレの時間があり、衣装箱に駆け寄った私の肩を先生が掴んだ。先生は私の顔を見てこう言った。「これは女の子の衣装。男の子の衣装はあっちだよ」。 私は何が悪いのかわからず困惑した。ただ「ああ、世の中にはルールがあるんだな」と思ったのを覚えている。その瞬間から、私は多くの人が参加しているゲームのルールに従うようになった。学校や職場、社会全体で何が許容され、どのように振る舞うべきかを規律する、不文律のゲームだ。 私はこのゲームに従い、自分の「ゲイらしさ」を抑えてきた。20代でカミングアウトした後でさえも。仕事を始めたばかりの時は特にそうだった。初めて参加する会議やビジネスの取引があるたびに、どの部分が「OK」で、どの部分が人を遠ざけるのか、線引きはどこなのかを常に先読みしていた。...
Beyond Pride: The fight against tech’s brogrammer culture
I was 4 years old when I started playing what I’ve come to think of as “the game.” It was dressing-up time at school, and, as I ran over to a costume box, my teacher grabbed me by the shoulders. Right up in my face, she admonished: “That’s the girls’ box — the boys’ stuff is over there.” I was taken aback; I didn’t understand what I’d done wrong.
Why it’s time to end the toxic culture of ‘fake it till you make it’
By Phil Schraeder 4 minute Read As a gay CEO who was in the closet until age 22, I’m familiar with the process of faking it. I know what it is to listen to locker room talk that’s all about girls, or to hear colleagues laugh at a male coworker with a “feminine” walk. “Fake it till you make it” seems innocuous enough until you are trapped in a hell like I was. You may start off acting a bit brasher or more contained than your normal self.
No More Filters: How AI Leaders Can Turn The Tide On Algorithmic Bias
By Phil Schraeder, CEO at global technology and media company GumGum We, humans, stand in the shadow of a moral eclipse right now. We’ve taught machines to make complex cognitive decisions for us, and they’re doing so with all the frenzied zeal of a billionaire venture capitalist. AI is set to contribute up to $15.7 trillion to the global economy in the next decade, governing major choices in areas of healthcare, law, education and employment.
Competitor Adjacencies: Brand Safety's Unexpected Foe
by Phil Schraeder , 5 minutes ago Every brand marketer is painfully aware that toxic adjacencies sit at the tender core of the brand safety issue. The complex equation of limited premium content combined with digital automation makes safe ad placements more like a shake of the dice than the sure bet they used to be. Just last year, major platforms like Twitter, Facebook, and YouTube were considered the epicenter of the brand safety crisis.
Made in Nebraska – Innovate by Hashtag Sports
Our story starts in 2007 in a dorm room in Lincoln, Nebraska. My first day of college, I walked in and met my freshman roommate, Adi Kunalic. We were both recruited to play football at the University of Nebraska. If you could scene-set, Adi was a kicker, originally from Bosnia, and I was a linebacker out of Kansas City. Opposites attract. We became fast friends, best friends actually, and fast-forward eleven years later, we’re business partners who have been together every step of the way.
How Brands, Media Planners Miss Out On Mid-, Lower-funnel Auto Campaign Strategy
As auto brands struggle against unrelenting pressure to meet margins and adapt to the massive impact digital technology has had on the consumer purchasing journey, the role of the media planner as a visionary strategist and creative has never been more critical in the arms race to sell cars. They are continuously challenged with being at the forefront of tech adoption, experimentation, and campaign brilliance to grow volume and extend marketing reach for brands.
Going beyond 'right consumer, right time, right place'
“The right consumer at the right time at the right place.” That familiar mantra is exactly what marketers should be aiming for… right? Yes, of course, in a broad sense. But in an ever-evolving advertising landscape increasingly dominated by programmatic, the “three rights” are overly simplistic. Arguably dangerously simplistic, particularly in a mobile-first advertising environment. Opinions expressed in this article are those of the guest author and not necessarily Marketing Land.
Tips for Entrepreneurs on Staying Optimistic at a Struggling Startup
The Entrepreneur Insiders network is an online community where the most thoughtful and influential people in America’s startup scene contribute answers to timely questions about entrepreneurship and careers. Today’s answer to the question, “How do you stay optimistic when your company is struggling?” is written by Phil Schraeder, president and chief operating officer of GumGum. When you’re part of a company that’s growing rapidly, obstacles and challenges come up all of the time.
Why Committing to LGBT Equality and Embracing a Diverse Workplace Is So Good for Brands
The teenage years are rarely easy, and that’s especially true for those of us in the lesbian, gay, bisexual and transgender (LGBT) community. When I was growing up in the Midwest, I had a passion for business. However, there were very few LGBT role models I could look up to in corporate America. I knew that when I started my own career, I wanted to find a job where I could be the same person at work that I was at home; yet, I wasn’t sure if such a job existed.
“I work all the time. I have basically no free time.” Sound like you?
“I work all the time. I have basically no free time.” I’ve said it. You’ve said it. A certain kind of person—the type who has made a firm commitment to their career, who believes in their work—can’t help but to say it—because it’s true. Saying it can feel like both a release and a cry for help.
How Working at an Unknown Startup Can Be Better Than Working at a Popular One
The Entrepreneur Insiders network is an online community where the most thoughtful and influential people in America’s startup scene contribute answers to timely questions about entrepreneurship and careers. Today’s answer to the question, “What are some of the biggest misconceptions about startup life?” is written by Phil Schraeder, president and COO of GumGum. Our culture mythologizes startups and the people who work at them.
Working from home doesn't always work. Here's why
At GumGum, we’re conscious of treating all generations with respect, while also recognizing that millennials grew up in a very different world than Gen Xers and boomers. Recruiting and retaining millennials is a particular challenge, and it involves making them feel like they’re truly part of, and important to, your company.
Going beyond 'right consumer, right time, right place'
“The right consumer at the right time at the right place.” That familiar mantra is exactly what marketers should be aiming for… right? Yes, of course, in a broad sense. But in an ever-evolving advertising landscape increasingly dominated by programmatic, the “three rights” are overly simplistic. Arguably dangerously simplistic, particularly in a mobile-first advertising environment. Consider how marketers are reaching — or not reaching — “the right consumer” circa 2016.
Luxury Daily
Columns December 30, 2016 L'Oreal Makeup Genius...
Finding opportunity in the chaos of mobile advertising
Receive the latest articles for free. to get the Mobile Marketer newsletters. Consumers increasingly live in a mobile-media ecosystem. That is certainly already obvious to you both anecdotally and personally as a consumer ? in fact, there is a good chance you are reading this on your phone right now. But there is also plenty of data to back that assertion up.
Five Reasons Why Pokémon GO Is AR’s Killer App
This is because unlike other AR products or apps of the past, Pokémon has a real cultural application. In fact, the success of Pokémon GO definitively proves that AR is easily adoptable by a mass audience and is here to stay. In terms of taking AR mainstream, what does Pokémon GO have that makes it AR’s killer app? Here are a few reasons why, and how brands can leverage them.
Luxury Daily
Columns November 17, 2016 Making the right call.
Popular as it is, brands are not spending enough on mobile
Receive the latest articles for free. to get the Mobile Marketer newsletters. You have probably heard it too many times to count: ?2016 is the Year of Mobile.? Come to think of it, you probably heard ?2015 is the Year of Mobile? last year and ?2014 is the Year of Mobile? before that and ?2013 is the Year of Mobile? before that. You get it ? we all get it: Not only is the future all about mobile, but the mobile future is already here.
Then And Now, Automakers Have Always Been Visual Marketing Masters
Visual marketing through traditional media remains an important part of automotive marketing (it’s hard to watch even just an hour of television without coming across a car ad), but automakers have always been early adopters of next-gen marketing tools, and in many ways lead the way for other industries. As early as 2012, GM's Cadillac moved 25% of its marketing budget to digital platforms.
Capitalizing on Mobile Content Consumption Without Killing UX
Mobile content consumption has skyrocketed over the past four years, and retailers, publishers and advertisers are wisely diving in to make the most of it both editorially and financially. But if the current backlash against digital ads on the desktop is any indication, there are plenty of ways to go too far on mobile.
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