“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 John Lee, executive vice president at Merkle. For many marketers, it makes perfect sense: the idea of using data to craft a personalized experience that’s suited to a consumer’s motivations […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. YouTube Challengers Facebook, Snapchat, Vessel and others are in talks with TV broadcasters to offer better terms for video programming than YouTube, sources tell The Wall Street Journal. YouTube competitors are courting suppliers like Viacom, Time Warner, NBCUniversal and 21st Century Fox. YouTube’s terms […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Exchange Part Deux Facebook may be getting into the ad exchange business beyond its huge and popular Facebook Exchange (FBX), which functions more like a private exchange targeting users on Facebook inventory only. Ad Age’s Tim Peterson says a new, open exchange will be […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Adds Shopper Segments Twitter added a bevy of new segments, including offline shopper, automotive and other in-market buyer data from Acxiom and Datalogix. Nestle’s Butterfinger used them to target regular buyers of peanut butter candy in-store, resulting in a 52% lift in engagement […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Two Buzzwords In One Rubicon Project and InMobi have teamed up on a native ad server for mobile. Publishers can direct sell mobile, native campaigns using the technology, and also backfill with programmatic demand. The announcement comes in the wake of new specs for […]
Ad verifier Integral Ad Science has acquired video analytics startup Veenome in a deal the two companies claim will kick video measurement up a notch. Veenome’s product premise is that advertisers should know the context of the video content around their placement, not simply that they hit their demo targets. Advertisers undoubtedly want to know […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. App-quisition Sets Up Purch For Mobile Purch bought the price-comparison and barcode-scanning app Consumr on Tuesday. The mobile app adds to Purch’s portfolio of websites that target consumers with high intent to purchase (like review site Top Ten Reviews). “Consumr is an important piece […]
Facebook made waves two weeks ago when it delisted more than 15 companies from its Facebook Exchange (AdExchanger story). Going forward, only 12 companies will be allowed to trumpet their access to the desktop news feed and right rail ad space that comprises the FBX inventory pool. But that doesn’t tell the whole story. Even […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native And The SSP PubMatic has added support for “programmatic native.” The offering will at first be limited to RTB and private marketplace integration, with the eventual goal of enabling “automated guaranteed” transactions. PubMatic’s buy-side partners include Adelphic, Bidtellect, Digilant, Fiksu, MediaMath, PowerLinks, StrikeAd […]
Greater automation in TV introduces more nuances to the viewability debate, in addition to maintaining the right frequency of ads to content. Just ask Joe Marchese, the newly appointed president of advanced advertising for Fox Networks Group. His promotion follows 21st Century Fox’s acquisition of the interactive video ad platform true[X], which he oversaw, in December. In addition to the standalone […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Comcast Shops For Advanced TV Comcast is in talks to buy TV ad-targeting firm Visible World, according to The Wall Street Journal’s sources. Visible World, parent company to AudienceXpress, has raised $33 million to date. “One of Visible World’s biggest strengths, marketing executives say, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. PulsePoint Eyes An Exit PulsePoint may be courting buyers, according to The Deal Pipeline’s sources, with an asking price of $400 million or more. PulsePoint was created through the merger of ContextWeb and Datran Media. Its current VC backers include SpaceX, Draper Fisher Jurvetson, […]
VaynerMedia, a social and digital marketing agency, acquired Mondelez-owned startup Betabox on Wednesday for an undisclosed sum. The platform distributes CPG product samples to ecommerce providers, who can then layer on a creative call to action through mobile landing pages. This creates a digital feedback loop for VaynerMedia to track engagement with sample-sending campaigns. “Betabox […]
Criteo is retiring its AD-X attribution product and replacing it with a new partner-based approach to mobile tracking, the French company revealed Thursday. Criteo, a retargeting company that works with Internet retailers, brands and agencies, first acquired AD-X in July 2013. AD-X remained a standalone business within Criteo, offering advertisers and app developers in-app measurement […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s Stronghold In an interview with Beet.TV, Jay Vanderzee, Google’s media platform sales head for the Americas, shed some light on DoubleClick’s scale, as well as Google’s future focus on TV. The number of transactions occurring on Google’s DoubleClick Ad Exchange now supersedes every […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Acxiom Reshuffles AOS Acxiom is ditching its Audience Operating System title and rolling the ad data tool and LiveRamp’s tech into a single offering. The new system, dubbed LiveRamp Connect, debuts on Thursday and will offer tools to onboard offline data into programmatic exchanges, […]
Metamarkets has raised $15 million in a round led by Data Collective, a VC firm in which Metamarkets CEO Mike Driscoll is a partner. Other new investors include John Battelle, LiveRamp founder Auren Hoffman and City National Bank. Existing investors Khosla, IA, True and Village Ventures also joined in. The company’s total funding to date […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Calling Out Fraud Enablers… Or Not Trustworthy Accountability Group (TAG), a joint anti-fraud venture created by the IAB, the 4As and the ANA, has yet to put any fraud offenders in the “penalty box,” as promised in November. According to a study by the […]
There’s an updated standard in town: OpenRTB 2.3. The latest version incorporates guidelines for native advertising creative within a real-time bidding environment, accounting for metadata like headline, content URL, description text and images. The standard should mean more native advertising will flow through more exchanges with fewer hiccups, right? Well, not exactly. AdExchanger asked industry […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. WPP’s Competitive Edge In an interview with Beet.TV, Xaxis Chairman David Moore once again defends the holding company’s media buying/selling model. Xaxis is not a trading desk, he insists, it’s a media company. “The time and materials model has become an antiquated way of […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Lenovo’s Superfish Fiasco Security researches uncovered that Lenovo has been selling PCs preinstalled with adware called Superfish, which hijacks encrypted web sessions and puts browsers at risk of man-in-the-middle attacks. Superfish forges certificate information, according to Ars Technica, and was purportedly being used to […]
LiveFyre revealed Thursday it had raised $32 million in strategic investments from Salesforce Ventures and Adobe as part of a Series D round, in addition to $15 million in C2 financing in 2014. LiveFyre, which started out as a commenting platform, now markets itself as a hub of user-generated content for brands and publishers. The […]
Facebook has decertified more than half the seat holders on its Facebook Exchange (FBX) as part of a revamp of its marketing partner program, unveiled Tuesday. Among the partners no longer badge-certified to buy on FBX are some very big ad platform players, including Adobe, Advertising.com (AOL), Rocket Fuel, IgnitionOne and Dotomi/Conversant (Epsilon). In total, […]
LinkedIn CEO Jeff Weiner referenced a “re-envisioned” marketing solution suite coming soon during the company’s Q4 earnings, and it appears he acted swiftly. The company on Thursday rolled out two products: LinkedIn Network Display and LinkedIn Lead Accelerator. [The company’s blog post.] Network Display is an ad product reaching across 2,500 publisher sites as well as […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Facebook, Viewability Sheriff Facebook is teaming up with the Media Rating Council, Nielsen, the IAB and a handful of brands and agencies to develop mobile and in-feed viewability standards, Ad Age reports. The coalition aims to have a working set of standards penned by […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Power Software developers use Twitter’s Answer analytics tool to power 5 billion sessions a day, Wired reports. The tool, which competes with Flurry and Google Analytics, allows developers to learn how consumers use the product and track audience growth. Though only seven months […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic B2B In a Q&A with Adweek, Dun & Bradstreet CEO Bob Carrigan reveals the company has programmatic media on the mind. While the company may be known primarily for supply chain management and cleaning up B2B lists and records for clients, “we’ve spent […]
One hundred percent desktop ad viewability sounds like the simplest thing and an easy standard to meet. But advertisers still are in want, publishers wish they could provide it and this demand has generated frothy press releases from the ad tech community with “100% viewable” bolded in the header. The problem is that “100% viewable” […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Time For Data Faced with a projected 3-6% dip in revenue this year, Time Inc. is bulking up on its data practices, The Wall Street Journal reports. Specifically, it wants to find ways to use big data practices to provide better ad targeting and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. MCNs Eye Programmatic How will multichannel networks (MCNs) on YouTube, which have traditionally relied on branded content deals, survive in a programmatic world? Ad buyers are used to the efficiency and demographic targeting afforded by software-based buying, according to The Wall Street Journal. Many […]
