“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 Michele Appello, director of business solutions at Improve Digital. What makes an ad viewable? Your answer may differ based on whether you work on the buy side or the sell […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. DSP Wave Forrester ranks DataXu, AppNexus, AOL, Turn and The Trade Desk among the industry’s top demand-side platforms in its latest Wave report. Google is relegated to a second tier of “competitive” options (along with MediaMath and Audience Science), penalized for lagging on its […]
The fox can’t guard the chicken run. GroupM is not down with Facebook and Google’s reticence around third-party verification tags. “You can’t measure yourself,” said John Montgomery, COO of GroupM Interaction, North America, speaking at AdExchanger’s Clean Ads I/O conference in New York City on Wednesday. The fact that Facebook is working closely with the […]
In 2012, Target had to swallow a few hard truths. Its digital platform relied solely on third-party code and it had little to no engineering talent in-house. And it was playing catch-up with mobile. “My focus has been on moving toward an agile product model where we rewrote our code [over three years] for about […]
According to a study conducted by the ANA and White Ops in December, 83-89% of agencies and media vendors see fighting ad fraud as a requirement, but only 26-28% actually have the tools in place to accomplish those goals. The latter may look like a discouraging figure, but Heineken senior media director Ron Amram sees […]
Publishers taking the role of an ad agency by creating content for marketers should make sure they’re not creating misleading native advertising: The Federal Trade Commission will hold publishers responsible. “For us, the concern is whether consumers recognize what they’re seeing is advertising or not,” Mary Engle, the FTC’s associate director of advertising practices, told […]
Publishers often talk about wanting to “help the buyer however it wants to buy,” embracing methods like private marketplaces, direct sales or automated guaranteed. But a big part of how buyers want to buy today is with data. Tribune Publishing wants to create more data-focused advertising opportunities throughout the organization – which includes the Los […]
Brands need to feel confident that their ads are being seen – and “because we said so” is not an acceptable answer. That’s why Yahoo is bringing third-party verification tags from comScore, DoubleVerify, Integral Ad Science, Moat and several others onto its owned-and-operated properties and onto third-party sites within the Yahoo network. Yahoo is slated to […]
“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 Eric Picard, vice president of strategic partnerships at MediaMath. There was a time when advertising was a game of statistical assumptions about the types of people who were consuming media. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Xaxis Hatches An Agency WPP-owned Xaxis debuted a performance marketing agency dubbed Light Reaction on Tuesday. The move is a departure from Xaxis’ core programmatic business, but chief Brian Lesser tells Ad Age the company wants to increase its performance marketing efforts, which now […]
Commerce-focused publisher Purch has raised a big $135 million round, money it aims to spend on potential media acquisitions outside its established B2C and B2B tech verticals. Some of the money will also support an ad tech expansion, including heightened analytics capabilities. “Investors don’t like money in the bank,” said CEO Greg Mason. “We want to […]
Amazon has an ever-growing deluge of data that it’s putting toward a trio of ad units and new consumer-facing projects. In addition to Sponsored Products, Product Ads and Sponsored Links, which underpin its nearly $1 billon advertising business, Amazon is testing numerous consumer features designed to strengthen its ecommerce data set with search activity. “Amazon […]
In a move aimed at speeding the conversion path between “pinners” and thousands of retailers, Pinterest will debut buyable pins allowing users to purchase products directly from its website, the company announced Tuesday at its San Francisco headquarters. The feature was specifically designed to make mobile purchases faster and easier as users browse their favorite pinboards. […]
How can consumers opt out of cross-device tracking if they don’t even know it exists? “When people are surprised, that can have negative consequences on trust, a brand and enforcement,” FTC commissioner Terrell McSweeney said to a crowd of 150 people in the advertising community – many of them lawyers – at the Digital Advertising […]
Television has the GRP. Mobile deserves the same. That’s the thinking at comScore. Starting Wednesday, the measurement company will make mobile ad reporting for apps and mobile web generally available within its validated Campaign Essentials (vCE) product. ComScore had done custom delivery of mobile measurement in the past on a client-by-client basis. That same data […]
Genesis Media is the latest to dish up video ad impressions guaranteed on viewability, the company revealed Tuesday. Genesis Media’s new cost-per-viewable-impression, enabled through a partnership with Moat, accounts for the Media Rating Council’s standard for video viewability (50% of a player be in-view for two consecutive seconds) and an additional Genesis guarantee that ads […]
The auto industry, ever competitive when it comes to traditional advertising, has brought that competition to programmatic buying. By leveraging data from car makers and dealers, brands are able to target and optimize their digital advertising through data-driven programmatic, and the competition is heating up in that space. According to data released by DSP and DMP Turn, price […]
There’s something fishy going on in China. According to mobile attribution company Apsalar, for every valid in-app purchase (IAP) made in China, there are 273 fraudulent ones. But China isn’t the only place with IAP problems. Taiwan sees 54 fake in-app purchases for every valid one, while Saudi Arabia clocks in at 24.6 and Israel […]
“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 Mendel Senf, CEO at Yieldr. There’s been plenty of commentary on the problems that exist within digital advertising, spanning from fraud and viewability issues to opaque practices and brand safety […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A Day In The Life Ad Age takes readers through a routine day for Andre Banilevi, a 23-year-old programmatic ad buyer for MDC’s programmatic arm, Varick Media. One of 10 traders for Varick, Banilevi represents a growing group of math-savvy buyers behind the levers […]
Cxense, a Norwegian provider of publisher-focused ad tech, on Monday acquired Maxifier, whose technology optimizes direct sold campaigns, for $3.56 million in stock. “Our ability to understand customer behavior and data will be injected into Maxifier’s extremely rich ability to forecast and optimize advertising campaigns, and vice versa,” said Geraldo Maroniene, Cxense’s EVP of corporate […]
EHealth.com, an insurance resource and price comparison engine reaching about 50 million eligible Americans, wants to reach a broad swath of consumers. Thus, national cable and syndicated TV buys – particularly for its Medicare business focused on individuals 65-and-older – are key to obtain that reach. Over the years, eHealth.com expanded its advertising investments to include […]
Retailers might look like they’re under siege, according to Gartner VP and analyst Andrew Frank, but they’re actually sitting on a pile of “underleveraged data.” Unfortunately, much of this data isn’t digestible by marketing technologists. In February, The University of Minnesota published a report demonstrating the causal relationship between search engine advertising and local in-store […]
“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 by Patrick Hounsell, executive vice president and chief digital officer at Merkle. I was at an industry conference recently. It was another in a long line of events where one smart industry […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research. If you’re like me, you use your mobile device primarily for two things: service, as a means to manage the many demands of your day-to-day life, and entertainment, as […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Matevz Klanjsek, co-founder and chief product officer at Celtra. Ridley Scott produced two masterpieces early in his career: “Blade Runner” in 1982, which some considered the greatest science fiction film ever made, and the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Power Of The Purse Kellogg is dialing down its ad spend on Google properties, including YouTube, due to Google’s restrictions on third-party measurement. GroupM CIO Rino Scanzoni tells Ad Age, “Third-party verification is a critical component to responsively measure ad viewability. The vast majority […]
