Data-based buying requires data-based selling, a theme that ran through the Association of Magazine Media’s Programmania conference Thursday. Magazine publishers have an advantage over digital-only publishers. Condé Nast, Hearst, Meredith and Bloomberg Media have all strengthened their first-party data by creating insights and segments within data-management platforms and offering them to advertisers. “Not only do […]
While affiliate marketing is hardly new – perhaps you’ve heard of Google and Amazon – for some publishers its real value comes from the data and optimization it enables, as opposed to the incremental revenue it generates. At least, this is what Alicia Navarro, CEO and co-founder of content monetization company Skimlinks, was led to […]
Channels are so last season. “I don’t care what device you’re on – I care about reaching you at the right time,” said Robert Spratlen, Viacom’s VP of digital media, data and audience development at Viacom, at Tapad Unify Tech ’15 on Thursday in New York. “Our product is content, our currency is audiences.” These days, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Rosenberg, senior vice president of marketing at 140 Proof. As we wander around the web, there are so many ads talking, blinking and popping out at you that it […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Gene Pizzolato, president and general manager of Gamut, a division of Cox Media Group. Direct sellers remain underutilized in the programmatic space. Some organizations are replacing direct sales with programmatic, but I believe this […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Kickback Echo Chamber Writing for Ad Age, 4As CEO Nancy Hill explains why the organization has formed a task force to tackle the thorny issue of media rebates. Speculation has fueled the debacle, according to Hill, but she sees an opportunity to revisit and […]
Microsoft wanted to drum up interest for its digital note-taking app, OneNote, and needed to reach a generation of students who’d grown up on Apple devices. A big part of its consumer push is bringing heritage products like PowerPoint and Word into the mobile age by supplementing these tools with new cloud apps. Last winter, […]
Undertone is consolidating around creative. The programmatic ad network acquired Buenos Aires-based rich media startup Sparkflow on Thursday as part of a move to integrate data-driven creative capabilities into Undertone’s overall tech stack, which it calls Virtuoso. The deal was on the smaller side, clocking in at “less than $20 million,” said Corey Ferengul, CEO […]
Pinterest’s advertising business took its next step toward scale with the official launch of its ads API on Thursday. The ads API, which Pinterest introduced in beta in April, comes on the heels of a flurry of brand-focused products from the social platform, including an imminent buy button, a content API for businesses to manage […]
Krux is looking to overcome its industry perception as a publisher-focused data-management platform (DMP). This is one of the reasons why it hired Jon Suarez-Davis – previously Kellogg Co.’s VP of global media and digital strategy – as its chief marketing and strategy officer. Suarez-Davis officially starts Thursday and will report to Krux CEO Tom Chavez. “My […]
The traditional publisher waterfall, where impressions are exposed to sales channels in descending order of the perceived value of each channel, has always stuck in the craw of yield-obsessed media sellers. At its worst, the model ignores pockets of high-value inventory and reduces competition, and thus artificially caps a publisher’s revenue. Publishers have by […]
Are You a Human is looking to up its human headcount. The digital security and human traffic verification company plans to spend the majority of its $4.2 million in Series A cash, announced Thursday, to roughly double its current headcount from 25 to around 50 by the end of the year. The fresh injection, led […]
Ben Barokas – whose company AdMeld was purchased by Google in 2011 – unveiled his latest venture Thursday: Sourcepoint. The company, through which publishers can ask their audience to support the content either through general advertising, interest-based advertising or subscription, also raised a $10 Million Series A round Thursday, led by Spark Capital and Foundry […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Ephraim (Jeff) Bander, president and chief revenue officer at Sticky. We have increasingly become familiar with jaw-dropping, disheartening stats around digital advertising fraud. A recent study suggests that there is […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Blocking, Tackling The rise of ad blocking, the ad sector’s bogeyman of the month, sparked a think piece co-authored by two of the agency world’s biggest wigs. GroupM’s Rob Norman and John Montgomery write, “If advertisers pay only for viewable ads or buy media […]
AdRoll wants to be known as more than purely a retargeter with its rollout Wednesday of “Prospecting,” a pool of potential customers a brand can reach into to improve incremental reach. This pool is fed by a stream of anonymized advertiser data called IntentMap, culled from the vendor’s 20,000 advertiser clients who opt in. About […]
Everyone knows Google needs to counter Facebook’s people-based marketing approach, unveiled with much fanfare last year as an answer to the twin measurement problems of device fragmentation and the crumbling cookie. On Wednesday it did so to an extent, making cross-device measurement of media exposures and conversions available in all DoubleClick ad products. The announcement, […]
Email advertising and marketing platform LiveIntent unveiled a $32.5 million growth equity investment on Wednesday, led by FTV Capital. Other investors include Battery Ventures, First Round Capital and Shasta Ventures. It will use the funds primarily to build out its platform and APIs for wider integration with other marketing tech companies like Salesforce, an effort […]
Salesforce.com wants marketers to know its paid media pitch extends well beyond the confines of social media now. On Wednesday, it revealed buyers can now activate CRM data for ad buys across mobile web, video, display and apps through a wave of new Active Audiences API partners: LiveRamp, LiveIntent, Neustar, Krux and Viant. Although Salesforce.com […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Milen Mahadevan, senior vice president and head of client solutions and capabilities at 84.51°. Data is amazing. It will transform your business and create demand by connecting with customers better. […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Craig Kostelic, head of digital at Bon Appétit & Epicurious, The Food Innovation Group Although many have noted the shortfalls of using click-through rates (CTR), premium publishers still fall victim to the pressure of […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. It’s An Autoplay World Following in the footsteps of Facebook and Google, who took some blows while paving the road to user acceptance of autoplay video ads, Twitter announced Tuesday that it will debut its own digital video format with a baked-in viewability guarantee. […]
As of Tuesday, Pandora has made all its smartphone and tablet display inventory available for programmatic buying. The announcement expands on its programmatic display business, which has been generally available since January, and formally takes Pandora’s mobile programmatic solution out of beta. The solution first surfaced in March and has since been trialed by a […]
Once measurement is fully in place, experts predict demand for mobile programmatic video and connected TV apps to reach a tipping point. Some programmatic platforms, such as mobile DSP Adelphic, are already seeing the shift. Mobile video accounts for 7.3% of all Adelphic campaigns, representing 18.2% of total spend through its platform. Sixty percent of […]
Cheetah Mobile is changing its spots. Known more as an app publisher than an ad tech player, the Beijing-based mobile media company launched its own global ad platform on Monday. It’s part of Cheetah’s grand plan to become “one of the top five mobile ad vendors in the world,” said Cheetah Mobile CTO and co-founder […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux. Clayton Christensen, the father of “disruptive innovation,” would love the ad technology industry. With more than 2,500 Lumascape companies across various […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Lévy Bursts Writing for The Drum, Publicis Groupe chief Maurice Lévy pens a consumer-first think piece on data mining. “The consumer could rightfully ask ‘it’s my information, why should anyone else make money out of it?’ and claim for a share of the associated […]
Imagine a 1950s-era housewife hanging a crisp white sheet on a clothesline in her suburban backyard complete with picket fence as a gentle breeze blows. “We recognize that this woman doesn’t exist anymore, the happy woman with the billowing sheet,” said Erika Lamoreaux, associate director of digital media at The Clorox Company, speaking at the […]
Google’s longtime display ad honcho Neal Mohan made headlines last week when Re/code’s Kara Swisher reported, and AdExchanger repeated, that he might soon leave the company to take a plum job running product at Dropbox. Not so, it turns out. On Monday, a Google rep confirmed to AdExchanger that Mohan will stay on at Google’s DoubleClick division […]
