How Publishers Are Seeing The Light On Ad Blindness

By

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.

Move over, programmatic and native. Ad fraud and viewability have become the two biggest buzzwords in the digital advertising industry.

At the center of both is the issue of being seen. In a nutshell, ads need to be seen – by actual people – for ROI and engagement to occur. Makes sense, right?

Candidly, though, seeing an ad isn’t the industry’s problem. There real issue is “ad blindness,” the tendency for audiences to completely ignore ads, even if they’re clearly visible. Last year, 60% of consumers said that they weren’t able to remember what the last online ad they saw was about, while 80% of those who did remember said the ad wasn’t relevant to them.

So having an ad that’s viewable to people – not bots – is great. But if it’s just ignored, what’s the point?

In the late ’90s, when the term was first coined, ad blindness was largely caused by the fact that ads were literally too small to be seen. When the dot-com bubble burst in 2000, the industry got serious about creating ads with more impact, and so larger, more creative-centric new formats were born.

Read the rest of this entry »


Email This Post Email This Post

Matomy Media Group To Buy MobFox; Marissa Mayer's Hiring Desires

By

progconsolidationHere's today's AdExchanger.com news round-up... Want it by email? Sign-up here.

Buying Programmatic

Tel Aviv-based performance marketing player Matomy Media Group snapped up mobile programmatic ad platform MobFox for $17.6 million. “The impressive growth of programmatic and mobile advertising has made it clear that both will form an important part of the future of digital advertising,” said Matomy CEO Ofer Druker. Read the press release. The deal follows a stock sale giving Publicis Groupe 20% of Matomy. Pair with Publicis’ acquisition of ad platform RUN (AdExchanger story). Publicis, ad tech owner!

Read the rest of this entry »


Email This Post Email This Post

Facebook's Q3: Sustaining Ad Revenue Growth, And Seizing On Ad Tech

By

facebook-earnings-q3-2014Facebook's Q3 ad revenue grew 64% in the third quarter, beating Wall Street expectations during a period when the company rapidly pressed its advantage in advertising technology.

Between July 1 and September 30, Facebook announced plans to acquire video sell-side platform LiveRail, ramped up volume on its Facebook Audience Network,  and rolled out a cross-device identity solution baked into its rebuilt Atlas ad server.

None of those investments, with the possible exception of FAN, had a major impact on Facebook's revenue during the period. Similarly, Facebook has yet to scale auto-play video ads in the News Feed. So it would seem the company has considerable room to run from an ad revenue standpoint.

Chief Operating Officer Sheryl Sandberg emphasized that Facebook is playing a long game in ad tech.

"We recognize that by staffing engineers in these strategic ad tech areas, we forego shorter term product improvements which would generate revenue more quickly. We believe this is the right decision,' she said.

Sandberg said the company's interest in ad tech was driven by a need for better tools in mobile.
Read the rest of this entry »


Email This Post Email This Post

Publicis Groupe Acquires Programmatic Platform RUN

By

publicisbuysrunThe programmatic ad tech consolidation continues. Publicis Groupe has bought mobile-focused ad platform RUN, previously known as RUN DSP, the holding company said Tuesday. Read more on RUN's blog or read Publicis' release. Details of the deal – including price – were not disclosed.

It’s a significant move for the holding company, whose recent financials have been less than stellar. Publicis Groupe’s revenue grew a scant 4% year over year, reaching $2.21 billion in the third quarter of 2014.

CEO Maurice Lévy blamed the meager growth on key account losses – many from its digital agency Razorfish – and what he referred to as the lingering “distraction” of the spectacularly anticlimactic failed merger with Omnicom.

Starcom MediaVest Group (SMG) will leverage RUN's DMP and DSP in support of existing solutions, teams and agencies across Publicis Groupe, including ZenithOptimedia and Publicis trading desk VivaKi.

The RUN acquisition could mean that Publicis has finally decided to follow in the footsteps of WPP, the only other big-boy agency holding company that has pursued an ad tech "ownership" strategy via its Xaxis unit. WPP has previously invested in AppNexus and Rentrak. Omnicom, in the meantime, has Annalect – though the holding company's CEO John Wren indicated during his last earnings call it trailed Xaxis.

As part of VivaKi’s Audience on Demand platform (AOD), RUN will also be integral to Starcom MediaVest, Publicis Groupe’s media planning and buying hub. VivaKi will reportedly leverage RUN’s data-management platform and its demand-side platform (DSP) technology to enhance AOD. According to a VivaKi source, one of the desk’s first initiatives will be configuring RUN’s tech to power AOD for cross-channel advertising.

The question then becomes: Will there be an internal mandate for Publicis clients to tap into RUN? If a client has a pre-existing DSP relationship, that could cause some friction.

Read the rest of this entry »


Email This Post Email This Post

ComScore’s Q3 Earnings Reemphasize Video, Cross-Platform Credo

By

SergeMattaComScore reported Q3 earnings of $82.1 million, a 15% increase YOY, and reemphasized its focus on cross-platform measurements.

ComScore added 43 new Media Metrix Multi-Platform clients in the third quarter and has 448 total customers running MMX, a platform it rolled out in 2013 that shows de-duped audiences across smartphones, tablets and desktop.

“Digital transforms the possibilities for the TV business,” said CEO Serge Matta, acknowledging the growing complexity of the marketplace. “We continue to expand cross-media operations, including our total video product and we are delivering private data to broadcasters today through our syndicated media product.”

Matta reaffirmed comScore’s interest in measuring multiplatform views of video consumption. It has integrated its Validated Campaign Essentials (vCE) measurement tool with video ads platforms like BrightRoll, TubeMogul and DoubleClick/YouTube. ComScore also intends to roll out in 2015 an “in-home solution that will provide us additional data for over-the-top devices and other forms of media content flowing through the home.”

Read the rest of this entry »


Email This Post Email This Post

Fintech Data Player Segmint Snags $9M In Fresh Funding

By

Segmint’s sweet spot has alwasegmintys been the financial sector.

But the retargeting company, whose technology has mostly been used to help enterprise banking clients safely tap into reams of highly sensitive first-party customer data, is planning to use a $9 million injection of Series A funding to expand more deeply into the insurance vertical. The company is also looking to move into the retail vertical in the future. The latest round of funding brings Segmint’s total to $23 million.

Although company CEO Rob Heiser declined to name the specific investor, he was able to say that the money came courtesy of “a leading global fintech company.”

Segmint’s technology is designed to let financial institutions anonymize CRM data and use it to target consumers across desktop and mobile with personalized messages at the moment of purchase. The data can also be used to either predict their future shopping behavior or determine when they’re in-market for a particular product based on previous activity. For example, if a bank is offering a new type of college savings plan, Segmint can deliver related messages to consumers who either already have young children or are considering starting a family, Heiser said.

Read the rest of this entry »


Email This Post Email This Post

Adsquare Raises $4.3M, Talks Cross-Device IDs And German Marketplace

By

adsquareMobile audience targeting firm adsquare has secured a $4.3 million Series A funding, led by Target Partners and existing investors. The Berlin-based company will use the money to fuel international growth with new offices opening in the UK and France, in addition to driving product development.

Two years ago, the founders built adsquare in response to what CEO Tom Laband describes as “a lack of targeting capabilities on mobile in the German marketplace” at that time. “Our targeting approach is about location,” he added, “and the idea is that location is a very good indicator of consumer behavior.”

Adsquare maps users across Europe and segments audiences into geographic sections dubbed "squares," each of which measures 50 by 50 meters. The firm uses 2,000 data points per square to derive the context of audiences within each geofence. The company then offers that data to a host of ad networks and advertising, supply-side and demand-side platforms for real-time audience targeting.

Adsquare is integrated with AppNexus and for the most part works directly with trading desks through the AppNexus console, but it also works with advertisers that have existing tech stacks in place, like Vodafone, Europcar, HRS and Deutsche Bahn. Before this most recent round of fundraising, the company had raised $1.3 million in seed money.

Read the rest of this entry »


Email This Post Email This Post

It’s Criteo’s Turn To Jump Into The Cross-Device Fray

By

CriteoCross-deviceCriteo is looking to crack the cross-device nut with deterministic data.

The French retargeting company launched a cross-device solution Tuesday that uses hashed email addresses – got to watch that personally identifiable information – to connect consumers across mobile web, apps and desktop. The solution is in the process of being rolled out to current customers.

It works like this: Criteo, which according to comScore reaches nearly 1 billion global consumers each month, enables its advertiser and publisher clients to use anonymized versions of email addresses as unique identifiers. From there, Criteo can use the hashed IDs to track a consumer’s browsing and shopping behavior. Over time, Criteo determines where users are most likely to be influenced by advertising and where they’re most likely to make their ultimate purchase. Personalized ad and product suggestions courtesy of Criteo’s internal recommendation engine follow.

It’s cross-device fueled by data about intent – and for that, probabilistic matching just wouldn’t do, said Rob Deichert, Criteo’s managing director for North America.

“When you look at all of the major players like Google and Facebook, they all have authentication,” Deichert said. “We found that a probabilistic match just doesn’t have the accuracy we want. That’s why our focus has been around making an exact match, which essentially allows us to create a kind of network effect to track behaviors everywhere.”

Read the rest of this entry »


Email This Post Email This Post

Maxus Global CEO: 'Media Isn’t Going To Be The Last Three Pages Of The Pitch'

By

maxus lindsay pattison steve williamsWhen Lindsay Pattison was appointed global CEO of GroupM media agency Maxus in mid-October, she saw a clear opportunity to build collaboration with creative agencies, particularly in the United States.

Steve Williams, Maxus’ US CEO, is already in the midst of forging “incredibly strong relationships with lots of creative agencies,” said Pattison. Her own attention is more focused on building out a long-term strategy – a skill she honed over the past two years, which she spent as Maxus’ global chief strategy officer.

The problem afflicting media agencies, particularly in the United States, is that they’re often perceived as performing only buying functions. But Pattison envisions Maxus pushing far beyond the limitations of that role.

The agency has certainly been active pushing into new ground. Most notably, it assisted with Universal Pictures’ preview of its upcoming “Ouija” movie on Snapchat, the first ad created for that platform.

Pattison and Williams spoke with AdExchanger.
Read the rest of this entry »


Email This Post Email This Post

With The Release Of Yosemite And Apple Pay, Apple Becomes Deterministic

By

davehendricksddtData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Todays column is written by Dave Hendricks, president at LiveIntent.

Whether you’re a fanboy or phandroid, you’ve got to hand it to Apple. During a week last month when tech giants stumbled in the market, Apple stock rose with the release of a phablet, a category that for once it didn’t create. For a company that never wrote a song, owned a record label or played a live concert, Apple has had an undeniable and disproportionate influence on the music industry.  And for a company whose own advertising tends towards the traditional – largely billboards, store displays and television commercials – Apple is having a similarly disproportionate impact on the ad-technology industrial complex, even if it isn’t a big player in mobile.

In both music and ad tech, Apple has disrupted itself programmatically. It systematically builds products, reaches critical mass, and then renders its products obsolete with one of its own inventions. It sounds crazy, until you realize it’s brilliant.

Self-Disruption

Where is your old iPod? The first and best example of Apple’s willingness to disrupt itself is the iconic standalone music player. Until 2001’s iPod, Apple was the iMac and MacBook. And then it was iTunes.

Read the rest of this entry »


Email This Post Email This Post