WPP, which reduced its full-year forecast Tuesday following a disappointing Q3, said it had invested mre than $7 billion on Google and Facebook this year as the No. 1 and No. 3 destinations for its clients’ media spend. NewsCorp., Twenty-First Century Fox, Sky and Foxtel all tied as the second-largest destinations for client spend. By […]
“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 Anna Saffer, director of strategic customer intelligence at 84.51°. Loyalty economics has traditionally been defined as evaluating how much a customer is worth to a brand over time. Whether a […]
As media buying becomes more fragmented across media channels and buying platforms, agencies and clients need to stop treating it like a cost play, said Jeff Nicholson, chief media officer at VaynerMedia. “Most people are looking for operational profitability,” he said. “People are taking a simple approach to [media buying] because there’s no one calling […]
The EU’s General Data Protection Regulation (GDPR) is a looming reality set to take effect on May 25, 2018 – and the digital advertising industry is just starting to get woke. But misconceptions about the regulation are pervasive. And despite the substantial amount of work that companies need to do in order to prepare for and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Carrying Bricks Walmart wants to ramp up its ad business. As reported by Digiday, its pitch to advertisers tracks closely with Amazon’s: Let us match your first-party data to our shoppers and then connect the resulting ads to sales. It’s a powerful offer, since […]
Facebook and Twitter both took steps last week to provide more transparent paid political advertising on their platforms. But although political ads will be clearly labeled and users will be able to access more information on who purchased the ads and how much the buyer is spending on electioneering, it’s primarily up to the advertisers […]
Advertisers, agencies and publishers agree that the bar for better data quality has never been higher. Yet the quality of many third-party data sets is questionable, and advertisers don’t always know what they’re getting when they purchase it. Here’s how Anheuser-Busch InBev, Publicis agency Spark Foundry and the publisher Condé Nast are all vetting data […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global director of media activation at Electronic Arts. I find it interesting to hear people complain about programmatic being too complicated. They say that they are essentially helpless to figure out how to […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Shereta Williams, president at Videa. The rise of over-the-top (OTT), video on demand and other nonlinear TV options has dramatically increased the number of viewers who consume content through services like Netflix or Hulu. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Unstoppable Big tech may be under scrutiny in Washington, but it’s doing just fine on Wall Street. Amazon, Google and Microsoft continue to post huge profits and revenue growth, even as regulators become more critical of their growing influence over news and industry. On […]
As the Houston Astros and Los Angeles Dodgers gear up for game three of the World Series on Friday, T-Mobile will be eagerly awaiting the game – and watching its Twitter feed. The wireless carrier is using Major League Baseball’s postseason to promote its home runs for hurricane relief (#HR4HR) campaign, through which it pledges […]
Sometimes, it can feel to B2B marketers like programmatic technology just wasn’t built for them – but the B2B guys are starting to successfully retrofit programmatic to meet their particular needs. Hewlett Packard Enterprise, for example, and its agency Digitas wanted to use programmatic to power the brand’s account-based marketing strategy and reach key decision-makers within […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ryan Fuss, chief revenue officer at Sortable. Remember going to video stores? You had to leave your house and drive to the video store with at least one movie in mind. And more often […]
“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 Tom Triscari, co-founder and managing partner at Labmatik. Every October, the Nobel committee hands out its annual prizes in recognition of academic, cultural or scientific advances. While there is no award […]
Brands, agencies, publishers and vendors agree that while the industry is rife with ad quality issues, programmatic isn’t the culprit. “Programmatic is not the problem,” said Shaune Kolber, programmatic creative and ad fraud manager at Dell, at AdExchanger’s Programmatic I/O conference in New York City on Thursday. “It’s a way of buying. It’s not supposed […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pulling The Knockoffs Business Insider’s service-focused programmatic strategy helped it uncover exchanges selling spoofed BI inventory, said programmatic VP Jana Meron at AdExchanger’s Programmatic I/O conference Thursday. Last year, a client planned to cut its BI private marketplace deal because it was able to […]
Alphabet’s headlong revenue growth continues to prove durable in spite of brand safety concerns, EU regulatory pressure, Russian election meddling and other controversies. The company reported total Q3 revenue of $27.7 billion, a 24% increase from the same period last year and beating analyst expectations by around $500 million. But the raw revenue growth is […]
The Trade Desk on Wednesday made its first-ever acquisition when it bought the cross-device identity graph company Adbrain, adding a data set of cross-device IDs to its own demand-side platform. Terms of the deal were not disclosed. But the acquisition isn’t expected to materially impact The Trade Desk’s earning report and adds a 20-person team […]
After a string of lackluster quarters, Twitter seems poised for a rebound and potential profitability, with early plans to launch RTB buying capabilities on its platform – but it’s still slow going. Although the company beat revenue expectations for the third quarter Thursday with $590 million, that number was down 4% year over year from […]
“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 Terence Kawaja, founder and CEO at Luma Partners. Following the acquisitions of Rocket Fuel, MaxPoint Interactive and YuMe and the divestiture of Tremor Video’s demand-side business, there will be no […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. The basic structure of agencies hasn’t changed much in 20 years, but the competition has exploded, according to Rapp Worldwide CEO Marco Scognamiglio. “Your Wundermans, your Ogilvys, your RAPPs are still big, successful businesses. We’ve done very few acquisitions. We’ve grown organically,” Marco Scognamiglio says […]
Atlantic Media-owned Quartz is unapologetic about the absence of pre-roll on its properties. “It’s the reason we don’t support standard ads and why we have control over what runs onsite,” said Joy Robins, SVP of global revenue and strategy for Quartz. “It’s also another reason why we made a conscious decision not to run pre-roll […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Agencies Are People Too LiveRamp will let agencies make its IdentityLink onboarding solution more widely available to marketing services firms, AdAge reports. Launched last year, IdentityLink allows customers – historically brands – to resolve a single identity across different online and offline touch points. […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. The buzz in programmatic media these days is about “exciting” topics like supply-path optimization, first-price auctions, video header bidding and blockchain. One theme that could use more analysis is Ads.txt. Ads.txt […]
Dynamic creative optimization has thus far largely overpromised and underdelivered. Now Facebook is tossing its hat in the ring. Can it succeed where others have floundered? On Wednesday, Facebook introduced two tools to help advertisers tailor creative assets on the fly: one that automatically throws together multiple ad variants based on the basic components of […]
“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 Todd Van Fleet, managing partner at Van Fleet Capital Strategies. The crowded nature of the ad tech landscape is well known but what gets less attention is the fundamental question […]
Purch, publisher of LiveScience and TopTenReviews, added three layers of defense to its anti-fraud system in October. In addition to pre-screening for bots twice, Purch now detects bots, malware and ad quality in real time. “Better-quality traffic means higher ad performance and higher CPMs,” said Purch CTO John Potter. “This is a trend. Demand sources […]
One of the many pressures facing holding companies is increased competition from management and IT consultancies like Accenture, Deloitte, IBM and PricewaterhouseCoopers. While consulting firms may not be their biggest threat today, tomorrow could be another story. Holding companies tend to work from the bottom up, focusing on marketing initiatives like creative or media strategy […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Bird’s-Eye View Twitter is in the early stages of a Media Rating Council audit of its measurement metrics, following in the footsteps of Facebook and Google. A “pre-assessment” phase this quarter will allow independent CPA auditors to review Twitter’s compliance. A full-blown audit will […]
