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JOE MANDESE

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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  • WPP Media 3.0 by Joe Mandese (Media 3.0 on 06/10/2025)

    @Tom Cotton: The theory is this would be the opposite of the current definition of ad fraud -- non-human traffic -- and that we might actually see the inverse policy someday: non-bot traffic constituting ad fraud in instances where the bots are the advertising target. (Just a theory and mostly mine, though.)The concept isn't targeting ads at bots posing as agents, but targeting the ones that are authentic agents representing -- and intermediating on behalf of -- a consumer.@Edward Omeara: I certainly hope so. Otherwise, I for one wouldn't be using them as an agent.

  • WPP Media 3.0 by Joe Mandese (Media 3.0 on 06/10/2025)

    @Ed Papazian: To paraphrase Sam Altman, it's just a matter of time before we have the first one-person, billion dollar ad agency. 

  • I Care About Ukraine Because I Care About America by Dave Morgan (Media Insider on 06/05/2025)

    Well said, Dave.

  • Video Just Killed The Upfront Star by Joe Mandese (Planning & Buying Insider on 04/28/2025)

    @Ed Papazian: To clarify, it's not how I think, it's how people and organizations we cover -- in this case, the IAB, Guideline and Advertiser Perceptions -- think. I wrote about their findings and how they categorized things.If you want to know what I think -- personally -- it's that if it's a "TV-like" experience, it's television to me. If it's not, it's something else.If you look at some of our coverage in recent years about how various industry bean-counters have been adapting and evolving their "line items" -- GroupM in particular -- media categorization is getting blurrier and more fungible than ever, because of the nature of didital media.Case in point: YouTube is now the biggest audio medium in the world, based on the fact that they pay more to license music than any other platform. But how many people think of YouTube as "radio," "audio," or an analagous category?

  • Video Just Killed The Upfront Star by Joe Mandese (Planning & Buying Insider on 04/28/2025)

    @Ed Papazian: You are technically correct that the IAB study did not explicitly ask for share of upfront spending that will go to linear vs. digital video this year. We'll all have to wait for an upcoming Media Dynamics analysis to learn that.My point was that linear won't be the "star" this upfront, because if you've attended any of the big linear networks upfronts in recent years, you know how much they tout non-linear in their pitches.Does Media Dynamics have any numbers on the share of the linear networks' upfront dollars came from CTV/streaming services vs. linear network programming?Lastly, I did not include this in my column, but its from interviews Advertiser Percpetions did with 368 ad executives about what parts of the mix they deem to be a "must buy" this year:% THAT CONSIDER THE FOLLOWING A “MUST BUY”(i.e., NECESSARY FOR MEDIA PLAN)CTV 68%Social video 62%National broadcast/cable TV 39%Online video (OLV) 37%Audience-addressable TV 33%Local broadcast/cable TV 33%Audience-indexed linear TV 27%

  • Make America Weak Again by Joe Mandese (Red, White & Blog on 04/25/2025)

    @Jason Kanefsky: Re. reason: Because MediaPost covers a variety of marketing categories including politics, and that's what this column is about (Hence the name "Red, White & Blog: Truth, Mud and the American Media." If people don't feel that is relevant, they can opt-out or ignore it just like our coverage of any other marketing category. The "scorecard" you refer to is data from a leading marketing research firm -- Ipsos -- tracking perceptions about brand America worldwide, and among Americans of all parties. It shows that perception of America's brand as the leader of the free world fell below water two times in recent history -- Trump 1.0 and 2.0.We've also been covering how marketers in various other categories have been adapting their investment spending in response to macro economic and geopolitical changes elsewhere on MediaPost.@Gary Lumsden: You are welcome to comment on anything we publish, including other readers' comments, but please refrain from personal attacks.

  • Time Spent With Media Reaches 'Saturation,' Declines First Time Since Great Recession by Joe Mandese (MediaDailyNews on 04/16/2025)

    @Gwyneth Llewelyn and Ed Papazian: In my years covering consumer media usage I've reported on many different studies calculating multiple, similatanous, concurrent, etc. consumption of media. I recall one early one conducted by Betsy Frank back in the wayback 90s when she headed research at MTV that found the average American was consuming more time with media than there were hours in a day (still only 24).The important thing about PQ's estimates is that they are a stable baseline estimate being tracked over time. There is a lot of value in that too.

  • Targeting AIs And Filtering Invalid Human Traffic by Joe Mandese (Media 3.0 on 04/11/2025)

    @Shirley Marschall; Thank you for publishing that. You were prescient.

  • In Identity We Trust by Joe Mandese (Red, White & Blog on 03/20/2025)

    @Thomas Siebert from BENEVOLENT PROPAGANDA: Interesting perspective. Party politics aside, you don't think the rights of tiny constituencies are equally as important to protect as those of larger constituencies?

  • The Dispirit Of The New America by Joe Mandese (Red, White & Blog on 02/28/2025)

    @Leo Kivijarv: Thank you for clarifying. Nice to know that data still exists and is constantly being updated.Any thoughts on what a "free press" share of media is today?

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