Health care and pharma brands spend north of $3 billion each year on TV ads, according to Kantar Media, but oftentimes the trade-off is the associated waste that results from mass reach. Although these advertisers have been comparatively slow to adopt data-driven digital tactics, more are investing. EMarketer estimates the sector will spend $1.8 billion […]
Since the beginning of the year, the Financial Times has been selling time-based ads, where the advertiser pays only for ads that have spent five seconds in view. It charges based on cost per hour (CPH). The Times decided to charge for an ad after five seconds because data from its viewability provider, Chartbeat, showed […]
App marketing vendors are starting to talk about omnichannel. That includes Swrve, the marketing automation company which announced Wednesday that it had acquired adaptiv.io, a smaller data automation player. The move is aimed at helping brands “orchestrate user experiences across traditional channels and mobile channels,” said Swrve CEO Christopher Dean. That makes sense since no […]
“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 Stephanie Russell, vice president of enterprise solutions at Merkle. Data-driven marketers now have the ability to target individual people – not just cookies – in so many types of media, […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Cummings, CEO of Curiosity Media. Do you know what ads are running your website? Which brands? What campaigns? Which creatives? If you are like most publishers, you don’t. And if you use programmatic […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. URLs vs. SDKs People talk about apps making the web obsolete, but Flipkart, the Indian ecommerce giant, has partnered with Google to create a site that steals utility from apps (i.e., it can send push notifications, read info while the user is offline, access […]
Attracting mobile users is pricy. Attracting the right mobile users is even pricier. Cost per install in September was $1.53 on iOS and $1.88 on Android, a 24% and 87% YoY increase, respectively, according to the most recent data from Fiksu. The cost to acquire a loyal user, defined as someone who opens an app […]
Adobe rolled out the Audience Marketplace data exchange on Tuesday, featuring a data cooperative (which Adobe first revealed to prospective partners last summer) and a data partner network. Both are powered by Adobe’s data management platform, Audience Manager. The co-op aspect is designed to let companies pool their first-party data sets. The data partner network […]
Some corners of the ad and marketing tech industries wonder if the data management platform (DMP) is on the verge of becoming a commodity. But a Forrester Wave report on the technologies noted points of differentiation among DMPs’ abilities to handle social information, ingest data from channels usually associated with marketing tech, such as email […]
Judging from last week’s news, it’s tempting to say GroupM has got the programmatic religion. But that might be selling the holding company short. WPP Group’s media-buying arm, which controls $106 billion in global ad spending, last week promoted Xaxis CEO Brian Lesser to a big new job running its North America business. His elevation […]
