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MGID’s Ukraine operations continue despite the bombs



MGID's Ukraine operations continue despite the bombs

Svatoslav Mutsko, Account Manager (Sales), APAC & LATAM at MGID, working in a cellar near Kyiv, after a bomb attack (courtesy MGID)

“People are very dedicated to this, that’s one thing,” said Michael Korsunsky, CEO of North American operations for global native advertising platform MGID. “The second is the sense of normalcy. It’s a distraction from the nightmare that’s happening. It also helps psychologically to maintain something that hasn’t been broken.’

We had been reviewing photographs of MGID staff members driven to cellars with their laptops by the sound of air alarms.

Korsunsky himself is based in Santa Monica. MGID’s global CEO, Sergei Denisenko is Ukraine-based, as is a large MGID team mainly devoted to R&D, engineering and tech support. How many? “It’s hard to say,” said Korsunsky. “We originally had about 600 people in that office, but because of COVID the office was a come-as-you-wish basis for the last couple of years. Some people went to Western Ukraine, some people went to Poland, some people went to Germany and a lot are still in Ukraine. Until we can make sense logistically of what’s happening, it’s difficult to see how many people are physically in Ukraine and how many are in different areas.”

Right now, men aged 18 to 60 cannot leave the country, although Korsunsky said there were plausible candidates — perhaps Slovakia or Estonia — if the decision was taken to relocate the Kyiv operation.

A decentralized model

Founded in 2007, MGID is one of the oldest platforms of its kind. “Today we operate in 276 countries and have physical offices in 11 countries with close to 1,000 employees,” said Korsunsky. “Different geographies and regions require different approaches to the market and we go into each market with the intention of connecting local demand to local supply — so we open physical offices, we hire local people, we work with local agencies; what that of course does is force a distributed model for the company in terms of resources.”

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The decentralized nature of MGID’s operations was only underlined by COVID, with many staff choosing to work remotely. It ultimately turned out to be a good thing that resources were not concentrated in one location, and decentralization has meant that the war has had no impact on MGID’s operational capacity. “We kind of saw this coming,” Korsunsky mused. “Nobody believed it would happen, but the signs were there, right?”

Korsunsky himself was born in Ukraine. “I left during the Soviet Union, so the country did not independently exist. To me this is completely insane, like science fiction of a very poor caliber. It’s like California fighting with Kansas, for example. It makes no sense.”

An open letter to the adtech industry

Shortly after the opening of hostilities, MGID released an open letter to the adtech industry, calling for “access to reliable and truthful information about Russia’s aggression in Ukraine” and including a link to make donations to the National Bank of Ukraine’s special account for Ukraine’s armed forces.


“All of us in the industry understand that content integrity, especially during these times, is crucial,” said Korsunsky. “What we’re asking for is a sense of responsibility when distributing content. In addition to that, we need to offset the disinformation impact by sharing more approved and legitimate news. Obviously Russia is very good at disinforming and spinning things. We ask for support for truth, and if there is an ability to provide humanitarian help, to try to organize that.”

Korsunsky thanked publisher partners that have allowed MGID to insert an in-content impact widget in articles at no cost: “It’s just a link to official humanitarian groups that can collect funds and distribute them properly. The more people see it, the better the impact will be.”

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The bombs need to stop

We asked Korsunsky what hopes he had for the immediate future. “I don’t believe any argument can be heard until the bombs stop. It doesn’t matter if there is any perceived legitimacy from the Russian perspective on why this happened. Until the terror stops, no one’s going to listen. My hope is for no loss of life; everything else can be restored but life cannot. There are no winners in this situation.”

Despite damaged infrastructure and economy and loss of life, Korsunsky believes Ukraine can nevertheless be restored. “We also have millions of Russian people who didn’t want this war, and they’re severely impacted. So there’s no win-win, it’s more of a lose-lose. I think everybody’s main hope is for a quick resolution of the military conflict. Then everything else can be dealt with.”

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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How to Blog When You Have No Time



How to Blog When You Have No Time

Finding the time to blog is a frequent challenge for many marketers. Marketers often wear many hats and it can be difficult to focus long enough to churn out quality articles when you’re pressed for time.

How to blog when you have no time? We spoke with author and marketing expert David Meerman Scotton how to avoid common time management mistakes by developing a routine.

No matter what you’ve got on your marketing plate, it won’t get done without proper time management. Learning how to make the most of your time will greatly affect your productivity and overall success as a blogger.

Why is blogging time management important?

When it comes to creating content, maintaining consistency is key. This is why blogging time management is so important. You may not always feel motivated to create on a regular basis, but establishing a schedule will help you to stay consistent with your blog output.

For example, you may find that you’re better at writing in the mornings. So you can set aside 2 to 3 hours each morning to work on writing based on how many articles you’d like to produce each week.

Create a content calendar to help you plan your content in advance and set reasonable deadlines. Make note of holidays or seasonal events that may impact your content schedule.

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Getting organized will help you set and achieve goals for your blog. If you’re starting from scratch, check out our guide to starting a blog.

How to Blog When You Have No Time

1. Use blog templates.

An easy way to jump-startyour creative process is to start with a template. Why suffer through writer’s block staring at a blank document if you don’t have to? HubSpot’s free blog post templatescan help you format your article and get started writing faster than starting from scratch.

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Templates function as an easy to follow outline where you can organize your thoughts and start to flesh out your content. HubSpot’s offer includes six templates ranging from how-to posts to pillar pages and infographics.


2. Develop a blogging routine.

In many ways blogging reminds David of exercising. In order to be successful at it, you will need to develop a routine. “It is programmed in,” David says. “It is about building it into your life and making it a second nature, like running in the mornings or doing yoga after work.”

Dedicate time each day to writing or allocate one to two designated writing days per week. Block time off on your calendar and turn off messaging apps to avoid interruptions while you write.

Once you’ve gotten organized and created a routine, you may find you had more time to write than previously thought.

3. Keep a list of ideas.

One way to save time coming up with content is to make sure you always have a running list of fresh ideas to work with. That way you’re not scrambling at the last minute for worthy topics.

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Creating topic clusterscan help you flesh out your blog content strategy. A topic clusteris multiplearticles grouped by a shared topic or related topic. For example, you may have one pillar page that gives a broad overview of a topic. From there, you can create more in-depth, specific articles on related subtopics.

This will not only help you plan content but organize your site architecture as well.

4. Perform research prior to writing.

It’s much easier to write when you have all the pertinent information you want to include in one place. Research your chosen topic before sitting down to write and organize the information in a quick outline.

Include any keyword researchin this process so you can ensure your content aligns with what readers are searching for online. This way when you sit down to write, your only job is to write — not look up new facts.


5. Don’t edit while writing.

When writing it’s very tempting to want to stop and make corrections. Don’t do this. It breaks your writing flow.

Instead, write a rough draft withjust pops into your mind first. Follow your train of thought without stopping to fix typos or edit. The goal is to just get your thoughts on the page. Once your initial draft is written, you can always go back and make changes.

6. Perform article updates.

Another strategy is to build upon existing content by performing an article update. Giving your older content a refresh is not only good for SEO and your readers, but it can be a quick win for adding new content in a time crunch.

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With older content, you may need to include additional research and update it for accuracy, but it generally takes less time than writing a new article from scratch. Review your existing content. Are there articles you can do a deeper dive on? Have there been industry advancements you can include? Is there a new angle to explore?

7. Find content ideas wherever you go.

By making blogging a life routine, you will come across creative content ideas much more frequently. Keep an open mind, observe new things that interest you personally and find ways to turn them into fodder for a blog post. By noticing world dynamics that get you excited and relating them to your audience, the process of blogging becomes a lot more natural and fun.

Accumulate content ideas from different situations in life and find ways to apply them to your industry.

8. Hire a freelancer.

Sometimes your workload is just too heavy and your efforts can be better used elsewhere. If you have the resources and budget to do it, hiring outside help may also be a great option.

Sites like Upwork, Contenta, and MediaBistro make it easy to find writing professionals. If looking to generate content on a larger scale, consider working with a content agency.


Blog Like A Pro

Creating content with a consistent cadence is an obstacle busy marketers frequently struggle with. Creating a schedule and mastering blogging time management will allow you to create even when you’re short on time.

This article was originally published in December 2010 and has been updated for comprehensiveness.

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