M&A reports released in the past week show digital media and ad tech acquisitions continuing at a healthy clip. The trend is driven by increasing exit opportunities. Internet giants, commerce and retail businesses, media companies, agencies, enterprise clouds, private equity firms and telcos are all active M&A parties for data-driven digital startups, said John Prunier, […]
Intel’s decision to bring programmatic media buying in-house boiled down to this: audience insights. “Our biggest aha, our epiphany, was that we wanted to have a holistic view of our customer,” Julie Keshmiry, Intel’s global media director, said Tuesday at Programmatic I/O in San Francisco. But getting that view is particularly difficult for a non-customer-facing […]
PopSugar’s young female readers are turning into young female viewers. What started out a decade ago as a celebrity news site has used its foothold to expand into a dozen verticals, including food, fitness and moms. And PopSugar increasingly tells its stories via video. PopSugar Fitness is the standout, with more than 1 million followers […]
B2B advertisers historically have been slower to adopt programmatic than their B2C brethren. That lag is because B2B was mostly marketed through a company’s owned properties, lead forms or offline events. The market for B2B exchange data also wasn’t very robust. But as B2B publishers expand their programmatic offerings and the buy side adopts more […]
The Weather Co.’s recently appointed chief revenue officer, Carrie Seifer, will oversee more than media sales in her new role. Responsible for B2B and B2C sales efforts across The Weather Co.’s properties, Seifer will tap Weather’s robust location and weather data sets to help clients streamline business processes like supply chain logistics. Parent company IBM’s […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Performance Abides There’s a large population of performance-minded marketers for whom the industrywide debate on measurement equivalency doesn’t resonate. “They’re less hung up on whether they pay for five seconds of screen time or 10 seconds, or how their ad efforts compare with TV campaigns. They just […]
“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 Ramsey McGrory, chief revenue officer at Mediaocean. 2016 may well be remembered as the year of mistrust. Around the world and here in America, populist movements were fueled by a rising […]
Chris Turley used to spend his mornings elbow deep in Excel. As a programmatic operations analyst at Scripps Networks Interactive, it was Turley’s daily task to pull information from 13 separate programmatic platforms, mainly data related to paid impressions, CPMs and revenue, and to organize that mess of information into a single spreadsheet for every […]
Procter & Gamble Chief Brand Officer Marc Pritchard continued his rallying cry for a cleaner and more transparent advertising ecosystem Tuesday at the 4As Transformation show in Los Angeles. This time, he called for simplicity in the agency business, which has become increasingly fragmented as shops pop up to service every channel, platform and digital […]
“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 Adam Chandler, chief business officer at Kargo. What a week. More than 250 brands pulled back their ad spending due to unsafe supply in the very walled gardens that claim […]
Like other platform-focused media companies, Vice produces lots of data. Its sources include an ad server, programmatic ad exchange, data management platform, site analytics, viewability analytics, order-management software, Facebook and YouTube. As the media brand increased its data team from one to three data scientists, Vice knew it needed to collate its sources and automate […]
While about 80% of engagement with sponsored content on LinkedIn now happens on mobile, marketers had a hard time influencing the final conversion on that channel. So LinkedIn expanded its native ad arsenal on Tuesday by launching lead-gen ads, which aim to reduce friction with lead-gen forms and improve marketers’ mobile conversions. Although it sounds […]
Nielsen Marketing Cloud has built a new brain. The measurement company unveiled Nielsen Artificial Intelligence (AI) on Tuesday, meant to help advertiser and publisher clients build custom audience segments in real time. Nielsen AI is baked into the Nielsen Marketing Cloud platform and designed to process multiple external circumstances concurrently, which it can then use to […]
All telcos acquire ad tech to drive revenue, but not all telcos think alike on how to make that happen. Operators divide into four primary schools of thought when it comes to activating their ad tech assets: open ecosystem, closed ecosystem, internal promotion and content distribution. Singaporean SingTel, for example, is willing to partner with […]
Amanda Richman, president of activation and investment at Publicis Groupe’s Starcom, used to mostly negotiate rates with TV networks. Today, she helps clients navigate spend on walled gardens, vet ad tech partners and use data to make smarter media buys. “There’s a deep relationship with investment in media inventory and investment from a tech and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Safe At Any Speed? In separate media interviews, Google Chief Business Officer Philipp Schindler pushes two narratives: (1) The problem of ads running next to hate speech is tiny (“very very very small numbers,” Schindler tells Recode), and (2) Google has the tech to fix it. […]
Stick a fork in the Federal Communication Commission’s Obama-era privacy rules. As promised, President Trump signed a bill Monday to repeal the ISP privacy regulation passed last year under former FCC Chairman Tom Wheeler. The repeal follows Republican-led Senate and House votes to kill the regs in late March. The rules would have required broadband […]
Michael Bologna and Jamie Power – both leaders from GroupM’s advanced television-buying unit Modi Media – have left the media agency and founded an addressable TV media-buying startup called one2one Media. One2one is owned by Cross MediaWorks, a consortium of media and advertising companies. One2one matches advertiser first- and third-party data to multichannel video programming […]
“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 Greg Herbst, vice president of programmatic data solutions at Bombora. Despite the growth of data-driven marketing, it’s actually becoming more challenging and costly for advertisers to identify, track and accurately […]
Roku will offer audience guarantees this upfront season, joining big networks like NBC with similar programs. Several agencies, including Horizon Media and Hill Holliday’s media spinoff, Trilia, are beta testing Roku’s audience guarantees. Roku’s offering is based on the set-top box maker’s existing integration to Nielsen Digital Ad Ratings, which helped buyers determine their waste […]
IPONWEB might have made its name building ad tech for other vendors, but it’s increasingly hoping to directly service agencies, brands and publishers. An expanding 35% of IPONWEB’s business comes directly from media buyers and owners, and in late February, the company brought on Rubicon Project and Spotify vet Jana Jakovljevic to build out its […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Patrick Hanavan, co-founder and chief client officer at Extreme Reach. Snapchat became the darling du jour of the media and advertising world after its recent IPO. While I’m not yet convinced it’s the TV […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Better Safe Than Sorry Omnicom has implemented new brand safety checks to vet YouTube videos for hateful content. The tool uses automated scanning and human oversight to score and whitelist content on the platform. Like WPP, which last week announced a YouTube brand safety deal with […]
