ComScore has struck a measurement deal with Twitter to enable a tagless integration to its digital audience delivery and analytics system, validated Campaign Essentials (vCE). The integration will take effect in Q2 and will give advertisers access to digital GRPs and reach and frequency metrics. These new reporting features will be available directly within Twitter’s […]
“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 Jay Friedman, COO at Goodway Group. After the Super Bowl, my family had this conversation: Wife to son: Did you watch the ads? Son: No. Wife: That’s half the fun. Son: […]
There’s an old ad industry saw that goes, “a little Procter & Gamble budget in everyone’s paycheck.” Well, now there’s a half billion less. The CPG giant told investors on the company’s earnings call in January that the company had succeeded in cutting $370 million in marketing costs in 2015, and that it expected to […]
Performance marketing agency Merkle’s acquisition Tuesday of London-based data marketing agency DBG for undisclosed terms marks another step toward international growth, specifically in the UK. While DBG offers similar capabilities as Merkle around marketing databases, campaign management, data platforms and CDI, it gives Merkle key insight into UK data knowledge, platforms and technology. “A big […]
Location analytics company Placed announced Wednesday its attribution service would connect billboards to in-store traffic. It will do this via a mix of partnerships with holding company agencies and out-of-home (OOH) inventory suppliers like Clear Channel Media and cinema ad network NCM. “OOH is shifting,” said Michael Lieberman, COO of tenthavenue, an OOH agency within […]
IBM’s purchase of three agencies in six days on behalf of its in-house agency Interactive Experience (iX) is uncharacteristic since iX hasn’t been acquisitive in its almost two-decade history. The first purchase, last Thursday, was Resource/Ammirati, known for brand building. IBM then acquired digital agency Aperto on Tuesday and design agency Ecx.io on Wednesday; both […]
“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 Karima Zmerli, VP of digital audience management and data management platform (DMP) solution lead at Merkle. With the evolution of digital targeting comes the rise of addressable targeting platforms, which […]
To date, IBM’s internal digital agency Interactive Experience (iX) has flown under the radar, through quiet, organic growth – reaching a global headcount of 10,000 employees. That changed Thursday when IBM iX – not to be confused with IBM’s consulting unit Global Services – revealed its first-ever acquisition: the digital/creative agency Resource/Ammirati, which has 300 […]
When many creative agencies failed to pivot into mobile, tech and media companies converged on their own solutions. “Creative agencies were disinterested in making experiences for mobile,” said James Chandler, mobile director for the GroupM agency Mindshare. After all, app-oriented mobile campaigns aren’t built around flashy art or high-production videos. While this mentality frustrated him […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jay Friedman, COO at Goodway Group. For years it was an accepted truth: Buyers held the power in the digital advertising industry. Ad tech had effectively transferred control from sellers to buyers. When programmatic and […]
Remedies in the federal search antitrust case against Google landed with a thud earlier this week. Most publishers and ad industry pundits were sorely disappointed.
CAPI integrations have moved from a nice-to-have to a necessity for anyone operating within walled garden environments. Now they’re laying the groundwork for an outcomes-driven ad ecosystem.
Peppa Pig is everywhere. Whether or not you have children, you likely know the little girl pig from the kid’s cartoon show. But the Peppa media franchise is just getting started.
The American College of Education partnered with performance TV company MNTN to better reach its audience of adults seeking higher education.
Is TTD forcing agencies to adopt the new Kokai interface despite claims they can still use the interface of their choice? Here’s what we were able to find out.
Product prices and marketing budgets are flip sides of the same coin. But the phase-in effects of tariffs, combined with vicissitudes of global weather and commodity production, challenge that truism.
