Bill Duggan

New York, New York, United States Contact Info
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About

Senior level marketing, advertising, and integrated communications professional. Serves…

Activity

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Experience & Education

  • ANA (Association of National Advertisers)

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Publications

Projects

  • Using Data to Manage Agency Relationships — What's Important to Marketers

    To better understand how ANA members are using data to manage agency relationships and how learnings can be applied to optimize client/agency performance, ANA and Decideware looked at 37 different data points across broad categories including media, billing/budgets, agency time/fees, production, and creative.

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  • Media Transparency: Prescriptions, Principles, and Processes for Advertisers

    ANA and Ebiquity/FirmDecisions outlined recommended responsibilities for advertisers and agencies to address the transparency issues identified in the K2 Intelligence study.

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  • Sourced Traffic: Buyer Beware!

    The concept of sourced traffic, or traffic sourcing (any method by which digital media sellers acquire visitors through third parties) is unique to digital advertising. Marketers investing in digital advertising need to understand sourced traffic, the issues associated with it — including lack of transparency and high levels of bot fraud — and the action steps required to safeguard investments and optimize spending.

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  • Programmatic Transforms Digital Media Buying

    Programmatic buying remains a huge opportunity as marketers are allocating a greater proportion of their media spend to programmatic while expanding its use well beyond online display to include all media types. While programmatic offers the benefits of targeting and efficiency, it also has many challenges including a lack of transparency and higher levels of fraud. A new ANA/Forrester survey provides a view on the "current state of programmatic" among the client-side marketing community…

    Programmatic buying remains a huge opportunity as marketers are allocating a greater proportion of their media spend to programmatic while expanding its use well beyond online display to include all media types. While programmatic offers the benefits of targeting and efficiency, it also has many challenges including a lack of transparency and higher levels of fraud. A new ANA/Forrester survey provides a view on the "current state of programmatic" among the client-side marketing community. (Available to ANA members only.)

    Other creators
    • Jim Nail, Forrester
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  • The Rise of the In-House Agency

    The objectives of this research were to gain critical insights into the penetration of in-house agencies, the services that these agencies handle, the degree to which external agencies are displaces by in-house agencies, the advantages and disadvantages of in-house agencies, and the internal costs to the company of employing in-house agencies.

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