RSS FeedArchive for the ‘Ad Exchange News’ Category


Apple's Data Perspective; Meager TV Ad Spend Growth

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Does Apple Care?

CEO Tim Cook draws a hard line between Apple’s mission and other companies that plumb for data. In a TV interview with Charlie Rose, he said, “Our business is not based on having information about you. You’re not our product. Our products are these, and this watch, and Macs and so forth. And so we run a very different company.” Insert frowny face for any marketer hoping to leverage Apple Pay transaction data for attribution modeling. Read more via Re/code and watch the clip.

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Chasing Marketing Tech; Selling Weather

oracleroundupVoice From The Cloud

Oracle CEO Larry Ellison speaks publicly about the marketing tech opportunity his company is chasing with the rat-a-tat acquisitions of Eloqua, Vitrue, Responsys and BlueKai. Speaking to Ad Age, Ellison says, “The CMO's role is going to be more important next year than it is this year, and more important the year after that." Read it.

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Getting Categorical About Video Ad Buys

dlVideo inventory ad spend is skyrocketing at an astonishing rate, rising 1,500% from Q4 2013 to Q2 2014, according to TubeMogul's quarterly update, released late last week. This year alone, video ad impressions purchased programmatically have increased 140%.

"The rise in programmatic adoption can be attributed to advertisers increasingly leveraging the abundance of data across digital channels," the report stated, "as well as publishers realizing increased revenues and efficiency from automated mediums."

AdExchanger asked a handful of video chiefs to explain how they categorize video ad buying.

Click below to read their responses:

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Facebook Ad Delivery; Trading Desk Defense

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Facebook Mechanics

A BuzzFeed story looks at the thinking behind Facebook’s ad delivery. The company uses targeting data, including its own interest data, “to quickly whittle away the number of ads that are relevant to a specific user to between 5,000 and 7,000 ads. At this point, the job is only around halfway done.” The ultimate decision rests on a combination of factors, including ad quality and, of course, bid price. “Higher quality ads — whether that’s good video, high-fidelity photos, or ads that attract a lot of likes and comments — cost less to be ranked higher in News Feed.” More.

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WPP Agency Maxus Names Jonathan Adams Chief Digital Officer

maxusOn Thursday, WPP-owned media agency Maxus named former iCrossing executive Jonathan Adams as its chief digital officer. After previous stints at OgilvyOne and The Media Edge (since rebranded MEC), Adams is returning to WPP.

The appointment is Maxus North America CEO Steve Williams' first hire since he began in June. Williams spoke to AdExchanger about Adams’ new role, the state of digital and the agency’s strategic horizons.

ADEXCHANGER: What will Adams’ key responsibilities be at Maxus?

STEVE WILLIAMS: The key responsibility for Jonathan will be about working very closely with me and a couple other critical team members to ensure that the quality of our work is the best it can be. More specifically, given his role as digital officer, he’ll ensure that Maxus in North America is as fluent and agile around digital channels as we possibly can be.

What’s your vision for digital at Maxus?

I have a vision for the industry not having the conversation about digital. The reason agencies, and media agencies in particular, need deep expertise with first-class practitioners like Jonathan is because the world is changing so quickly. It’s important to keep up to speed. I am hopeful that with the team we’re pulling together now, and Jonathan being a key part of that, we can introduce a horizontal approach to media, platforms and technologies, and how data flows between them.

That means that the word digital becomes redundant. Because, at the end of the day, what isn’t digital? I’m looking for us to become as competent as possible working horizontally, because that’s how ideas travel. We’ve got to be experts at working vertically as well, because flawless execution is crucial.

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Yandex Buys ADFOX; Trading Desk Transparency

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Yandex Buys Ad Tech

Russian Internet giant Yandex acquired ADFOX, a company that provides planning, managerial and analytics services for in-banner, mobile and video internet ad campaigns. In June, ADFOX’s chief development officer, Boris Omelnitskiy, told AdExchanger, “We work mostly on the sell side and many of the independent publishing players in Russia are among our clients, because Yandex, Mail.ru and Google all have their own ad technology.” Read the press release.

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Calls For Programmatic Reform; Targeted Victory Gives Data Access

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Reform!

360i President Jared Belsky calls for programmatic reform in a column for AdAge, citing confusion about automation, opaque operating models and a general lack of integration. "Agencies are in the business of being trusted advisors," he says. "Current programmatic models aren't designed around this trusted advisor theory, which is leading more marketers to consider taking programmatic inhouse. This can be a daunting and challenging undertaking for most brands, as programmatic talent can be very costly and the capital investment around this model is very real.” Read it.

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Emmis Communications Buys Programmatic For Its Local Advertisers

emmisIf your local advertisers have an advertising budget to spend but nowhere to spend it, why not do it for them?

That’s part of the logic behind reach extension, a tactic that’s long been popular with media companies like newspapers that get much of their budget from local businesses too small to warrant hiring an agency. Local radio station owner Emmis Communications is also getting in on reach extension using technology from Centro.

Emmis operates 22 radio stations in markets like Austin and Los Angeles, according to its website. The media company is white-labeling a DSP from Centro to buy digital advertising programmatically on behalf of its clients, a relationship that began six months ago, though was only revealed in August.

Emmis hopes this digital extension will position it to take advantage of a growing digital advertising market as radio ad revenues trend downward nationally. According to data from local advertising forecaster Borrell, local advertising will grow 13% to $117 billion in 2015. Online will grab 42% of that share.

The move also expands Centro’s relationships with publishers like Emmis. Up until recently, the technology company focused on driving demand to publishers as well as having them participate in its invite-only ad exchange, the Centro Brand Exchange.

But its acquisition of SiteScout in November, which came with DSP technology, enabled it to license out that DSP technology, as Emmis has done, or offer to manage reach extensions for publishers who don’t have or want that capability in-house. (more…)


Webrooming: A Game-Changer For Digital Publishers?

gregmasonsellsideThe Sell Sider” is a column written by the sell side of the digital media community.

Today's column is written by Greg Mason, CEO at Purch.

The trend known as webrooming, or shopping online before buying in-store, is having a real impact on the retail sector.

About 78% of us webroom, according to Accenture. And one result is that retail foot traffic is down, but in-store sales are up. During the last winter holiday, for example, in-store traffic fell 15% from 2012, yet in-store sales rose 3%. Why? Shoppers visited fewer stores per trip, but when they did visit, they intended to buy. Webrooming has simply streamlined a complicated customer purchase funnel, making it possible to achieve confidence more quickly.

But this isn’t just impacting the retail landscape. It’s also affecting digital content.

Remember, not all webrooming takes place on a retailer’s website. In reality, most of it occurs offsite, still online, but across a number of independent, third-party expert sites and properties.

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Rakuten Buys Ebates; Spotify Ad Problems

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Rakuten’s New US Commerce Data

Rakuten confirmed its purchase of US couponer Ebates, to the tune of $1 billion. Japan-based Rakuten gets a big US commerce play, sure, but what about the data trove? Of logged-in users no less? From the release: “Members are able to enjoy a range of services [travel, digital content, financial services] through common log-in IDs. With participation of Ebates, Rakuten Group aims to create the world’s largest product line-up ranging from niche to luxury products, and to allow consumers to enjoy points rewards and cash-back upon purchase of products over various partner sites through Ebates.” More.

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