RSS FeedArchive for the ‘Platforms’ Category


DMP Lotame Buys AdMobius, Adding Cross-Device Targeting

lotameadmobiusData management platform (DMP) Lotame has acquired AdMobius, a company that identifies audiences across devices for ad targeting purposes, AdExchanger has learned. Terms weren't disclosed for the deal, which comes two weeks after we first reported on talks between the companies.

With the purchase, Lotame accelerates its ability to use non-cookie methods to find users across their devices, including mobile and desktop. Its clients -- including ESPN, The Weather Company (a joint AdMobius client), Advance Publications, and Politico -- will be able to create more personalized user experiences that span desktop machines, tablets and smartphones.

"The key element of this is overcoming limitations in the platform space," said Lotame CEO Andy Monfried, noting identifiers associated with users in various channels, like third party cookies and device IDs, exist in data stores that are completely independent of each other. "This creates a map between various platform specific device IDs by analyzing the relationship between various devices. That is super powerful because it creates a unique device-connected DMP."

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More Skype Ads Added To Microsoft's Arsenal

lovina-mcmurchyMicrosoft has added new ad formats to Skype's "connection hub," the screen users see before and after placing calls and while instant messaging each other.

The new placements are a logical way to boost Skype’s monetization. The company hopes connection hub ads will generate an at least 20 billion additional impressions per month for advertisers. Users spend 2 billion minutes on Skype daily, according to Microsoft.

Microsoft aims to sell the large majority of these ads direct, rather than through the Microsoft Ad Exchange, the company's programmatic marketplace built on AppNexus technology. “We really like to position Skype as a premium buy,” said Lovina McMurchy, general manager for Skype Advertising. “There is some [ad selling] that is done on a platform basis, but the main thrust is direct sales.”

In a first for Microsoft, Skype launched the pilot program in emerging markets. Test countries included Brazil, Russia and Turkey. The ad placements are now widely available. (Read the blog post.)

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Programmatic For…Traditional Radio? Jelli Launches Buying Platform

jelli doughertyTraditional radio as a hotbed for ad tech?

Well, not really – or at all – but this is precisely the problem Jelli co-founder and CEO Mike Dougherty recognized when his company launched on Wednesday a platform, called RadioSpot, designed to enable programmatic buying for radio advertising.

“Radio is a little more simple [than digital advertising],” Dougherty said. "Because they don’t have the ad tech, they have just basic problems that aren’t considered problems in the online space, but are major problems in radio, like ensuring the ad was delivered properly.”

While ad delivery is an issue in digital channels, it’s exacerbated in radio because brands don’t have tools at their disposal to track their buys. An ad campaign might air on hundreds of stations across the country, but human error at any given radio station can mess up delivery.

“Of 4 trillion ads run in radio, there are 100 billion and a half mistakes every year that require makegoods to redo the ad properly,” Dougherty said. (more…)


Cloudspotting: Teradata Updates Marketing Products, Adds 'Cloud' Branding

teradata mooreAdd another vendor to the Marketing Cloud fray.

Teradata on Tuesday updated its marketing products, revealed a partnership with Urban Airship and officially began calling its stack the “Integrated Marketing Cloud.”

Teradata isn’t a newcomer in the field of marketing tech. The company’s VP of marketing, Wes Moore, emphasized the company has been providing marketing solutions over the last few years. However, the marketing cloud label is new and in line with the messaging used by competitors like Adobe, Oracle and Salesforce.com.

“The Integrated Marketing Cloud is our collective platform,” Moore said. “[It] lets you have [various marketing] capabilities together, but also have an open architecture and API support to integrate with other solutions as appropriate.” (more…)


As Digital Call Tracking Spikes, Telmetrics Looks Ahead

dinan-telmetrics copyCall-measurement company Telmetrics says it’s seeing digital call tracking jump among its customer base of agencies, publishers and brands.

The company’s core business focuses on measuring calls to businesses that come in through advertising assets. AdExchanger checked in with President Bill Dinan for an update on the company and the industry.

AdExchanger: What’s new at Telmetrics?

BILL DINAN: We’re seeing good growth year after year. Part of it is looking at the core foundation which we do from a quality perspective and then looking at technological solutions that we can bring to bear that help our partners utilize and get the most benefit out of our core products.

What’s your value-add to customers?

We’re probably the highest quality provider of local call-tracking lines that exist today in terms of breadth and availability and in terms of quality. Quality meaning the different types of things and tests that we do to make sure lines are operational. We’re held to a standard that’s higher than you hold your phone company to.

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It's Alive! Facebook's Atlas Ad Server Adds Rich Media API Program

atlas-flite-innovidFacebook hasn't said much about Atlas since buying it a year ago, but it has been making incremental tweaks to the product.

On Wednesday it took a bigger step, launching a creative partner program (blog post) with rich media vendors Innovid and Flite. The deal will let Atlas's agency customers more easily integrate rich media into their campaigns, both from a trafficking and reporting standpoint.

According to Erik Johnson, the Facebook executive in charge of Atlas, the deal "signals to the marketplace our partner-friendly approach to the broader ecosystem." Future partner integrations are likely to be unveiled around search and analytics, Johnson said, but he declined to go into details.

A new day for Atlas? It's too early to speculate, but the "API bazaar" model is in keeping with Facebook's open approach, which gave rise to its sprawling Preferred Marketing Developer program and its expanding Mobile Measurement Partner program. Integrating with scaled partners on ad serving might help Atlas better compete with bigger players like DoubleClick for Advertisers and Sizmek (formerly Mediamind).

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Rubicon Updates S-1 With Q4 Results, VivaKi Spend Data

ipo-rubiconAn updated S-1 from IPO aspirant Rubicon Project shows the sell-side platform's revenue grew 47 percent in 2013, to $83.8 million for the full year.

In its earlier filing, submitted to the U.S. Securities and Exchange Commission (SEC) last month, the company disclosed revenues only up to the third quarter of 2013. The new document shows Rubicon's Q4 revenues were about $28.1 million.

Also new in today's S-1, Rubicon gave specifics on what Publicis Groupe's VivaKi digital trading unit spent on the platform. It said, "Vivaki’s total spend on our platform grew approximately 60% from September 2012 to September 2013, with its direct order buying activity growing 750%, to make up approximately 20% of its total buying activity on our platform. Vivaki’s activity on our platform has grown to include buying inventory for 350 advertiser brands, across almost 5,000 websites."

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Adap.tv Takes Aim At Programmatic Television With Audience Path For TV

Dan-AckermanAdap.tv, acquired by AOL six months ago, unveiled on Monday a new add-on to its Audience Path demand-side platform (DSP), called Audience Path for TV, to let advertisers and agencies apply more data to their linear TV ad buys.

The release capitalizes on a trend in which data-driven ad buying on linear TV presents opportunities for ad tech companies to push TV advertisers into adopting programmatic strategies.

Here's how Audience Path for TV works, according to Dan Ackerman, Adap.tv's SVP of programmatic TV: A buyer sets the parameters for the desired audience, the platform analyzes data from Nielsen’s audience measurements with Rentrak’s set-top-box viewing data and consumer purchase behavior to help advertisers further optimize their ad spend.

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The Trade Desk Thinking Globally After $20M Series B

jeff-green-trade-deskDemand-side platform The Trade Desk has received $20 million in Series B funding led by Hermes Growth Partners.

The Ventura, Calif.-based company told AdExchanger the move was a natural response to growth in demand for programmatic platforms globally.

“We made a strategic decision that we wanted to take in more capital,” CEO Jeff Green said, “partly because of the fact that we’ve grown so fast that we knew we could add more capital without much cost to the company and that would make it easier for us to continue to grow internationally without any restraints.”

The Trade Desk plans to use the investment primarily for hiring.

“It’s all about people,” Green said. “That means having engineers around the world, account managers, salespeople, all of that ... and growing as fast as we possibly can without disrupting our culture and the level of service that has made it so we’ve grown as fast as any player on the demand side of RTB.”

The vast majority of The Trade Desk’s customers are agencies. “We always say, ... ‘We power the sophisticated buyers,’” Green said. “Most of those do it professionally and do it full-time, so those are the agencies. ... They’re the people who focus on providing the service for marketers.”

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Primed For IPO, PubMatic Shifts Gears On Marketing

ipoIt's a tumultuous time for the usually staid ad-tech subsector of sell-side platforms (SSPs).

As The Wall Street Journal reported on Friday (registration required), PubMatic will chase direct competitor Rubicon Project into the public markets, seeking a valuation of more than $1 billion.

Additionally, PubMatic has replaced its top marketer, Larry Harris, with Razorfish and Microsoft alum Terri Walter. As CMO, Walter is charged with hammering home the company's stories around private marketplaces and cross-platform real-time bidding (RTB).

Cross-platform is an area where PubMatic has a credible narrative. In a separate news release this morning, PubMatic trumpeted that it has picked up Advance Digital -- owner of regional portals like NJ.com and NOLA.com -- as a customer of its multidevice One Platform.

The larger challenge for the company may be around  private marketplaces, also known as "programmatic direct" or "programmatic guaranteed" deals. According to some sources, PubMatic has made fewer inroads than Rubicon in this space, where publishers use programmatic tools to support direct, negotiated deals with agencies and advertisers.

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