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OPINION: Data-Driven ThinkingWill SSPs And DSPs Mature, Or Will We See Another Race To The Bottom?
“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 Rotem Shaul, CEO at Primis. In the old world of second-price auctions, the need for a supply-side platform (SSP) vs. demand-side platform (DSP) ecosystem was clear. There were hundreds of DSPs, […]
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OPINION: On TV & VideoIt’s Key To Study Existing TV Attribution Practices
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). Thanks to the glaring lack of standardization across the industry, TV attribution providers working with advertisers and agencies offer various […]
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Google's FitBit Acquisition Gets Scrutiny; The Market For Marketplaces
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Champing At The Fitbit Regulators around the world are taking a long look at Google’s proposed $2.1 billion takeover of the wearables company Fitbit. It’s not a typical antitrust situation, because Google doesn’t compete directly with Fitbit and the company isn’t the leader in […]
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OPINION: Data-Driven ThinkingWhy Addressability Will Flourish In A Cookieless World
“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 Scott Howe, CEO at LiveRamp. Google’s recent announcement that Chrome will end support for third-party cookies didn’t come as a surprise to anyone who’s been paying attention. Safari and Firefox had […]
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How Google Bundles Cloud With Ads And Media; ViacomCBS Plans New Streaming Service
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Us Too Newly merged ViacomCBS will throw its hat into a crowded ring of streaming services with a new service that spans its whole content portfolio, joining its current OTT vehicle CBS All Access. Nothing is set in stone, but executives are considering an […]
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OPINION: Data-Driven ThinkingWhy We Need A Browser-Based Identity Standard
“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 Nishant Desai, director of technology and partnerships at Xaxis. Major advertising and media platforms are responding to privacy regulations in ways that threaten to make it harder for marketers to […]
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Mobile Ad Blocking On The Rise; Google Chrome To Suppress Some Video Ads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Out Of The Blocks Mobile ad blocking is on the rise. More than 527 million people around the world have an ad blocker installed on their mobile devices, up 64% since 2016, according to a report from PageFair and Blockthrough. In the United States, […]
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Will Google Divest Its Ad Platform?; New CEO At LinkedIn
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What Will Google Do? Heightened regulatory scrutiny of Google’s ad platform business has sparked an internal discussion about whether to get rid of its ad tech vendor stack (the artist formerly known as DoubleClick), sources tell The Wall Street Journal. “[Federal and state scrutiny] […]
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OPINION: Data-Driven ThinkingWhy Facebook Ads May Not Work As Well Anymore
“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 Kunal Gupta, CEO at Polar. Facebook last week announced that its Off-Facebook Activity (OFA) tool would be available to more than 2 billion users worldwide. The tool debuted in a […]
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Instagram's 2019 Ad Rev Was $20B; Companies Target Law That Protects Big Tech
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Oh The Places You’ll Grow Instagram reportedly brought in about $20 billion in ad revenue last year, more than a quarter of Facebook’s total earnings, Bloomberg reports. Those numbers aren’t confirmed – the sources are anonymous and Facebook doesn’t break out Instagram revenue. But […]
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The Power Of Testing
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Maha Madain, head of marketing at Union Bank. How does the marketing of a regional brand with a limited budget win in a market dominated by national brands? That’s the challenge that many organizations face today. […]
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Accenture To End Media Auditing; Disney Hugs Hulu Close
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Accenture Ends Its Audits Beginning in August 2020, Accenture will no longer provide services around media auditing, benchmarking and agency pitches, Seb Joseph reports for Digiday. In ending its auditing services, Accenture will no longer face a conflict with its media buying services. Writes […]
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OPINION: On TV & VideoIt’s Context, Not Length, That Determines The Success Of Mobile Video
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jonathan Stringfield, vice president and global head of business marketing, measurement and insights at Activision Blizzard Media. Video advertising on mobile – a reasonably recent phenomenon – has increasingly spurred conversations about optimizations and […]
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Roku Cuts Fox From Its Platform; Videa To Close March 31
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Roku’s Horse And Carriage Roku temporarily removed Fox network apps from its OTT platform on Friday, bringing a new twist to TV carriage deals in streaming media. Fox’s distribution contract expired on Jan. 31, and the broadcaster didn’t close a new contract with Roku […]
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OPINION: The Sell SiderPublisher Advertising And Marketing Teams Are Starting To Converge
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Kerel Cooper, senior vice president of global marketing at LiveIntent. There’s a famous line between editorial and revenue at every legitimate publisher. Newsrooms aren’t influenced by the teams responsible for revenue, and nary do […]
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The End Of Shared Identifiers?; Ikea Distances Itself From Data
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Fun While It Lasted A few years ago, programmatic companies started sharing online ad identifiers as a way to improve reach and targeting. But with Chrome phasing out third-party cookies in two years, the days of shared IDs and cookie-based consortia are on the […]
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OPINION: Data-Driven ThinkingAs AI Use Expands, We Need Standards To Identify Content Not Created By Humans
“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 Krish Sailam, global senior vice president of programmatic solutions at DWA, a Merkle company. Some may think artificial intelligence (AI) and machine learning (ML) personalization is all about altering banners and landing pages. […]
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AT&T Loses 4.1M Streaming And Pay-TV Subscribers In 2019; News Corp Launches Knewz.com
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Cost Of Content AT&T is still bleeding pay-TV subscribers as it beefs up its investment in HBO Max, which is driving losses in the short term. Consolidated revenues for the quarter were $46.8 billion but would have been $48 billion without the HBO […]
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OPINION: Data-Driven ThinkingPrivate Data Clean Rooms Aren’t Just A Walled Garden Tool
“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 Peter Vandre, chief analytics officer at Dentsu Aegis Network Media. The idea of a safe place where marketers can analyze sensitive data has been around at least since the early […]
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Could Apple Or Netflix Buy MGM?; An FTC Crackdown On Influencers May Be Coming
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The O&O Studio MGM has held talks with Apple and Netflix to gauge their interest in a sale, CNBC reports. Rumors of an MGM deal have swirled for years, but there’s more urgency now as media tech giants (AT&T, Apple, Amazon, Netflix, etc.) fuel […]
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OPINION: Data-Driven ThinkingDiverse Faces Are Not The Same As Diverse Voices
“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 Rishad Tobaccowala, chief growth officer at Publicis Groupe and author of “Restoring the Soul of Business: Staying Human in the Age of Data” (Harper Collins, publishing on Jan. 28, 2020). […]
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Does The Web Need More Browser Engines?; Tracking Consent Is Still Very Messy
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Under The Hood Does the web need more browser engines? The recent trend has been toward browser engine consolidation. Google helped this along by growing Chrome’s market share, but Microsoft gave up on its own web-rendering software and moved to Chromium at the end […]
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OPINION: Data-Driven ThinkingGoogle Chrome: The Next Chapter Has Yet To Be Written
“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 Martin Kihn, senior vice president of marketing strategy, Salesforce Marketing Cloud. Martin will present “The Cookieless Web And The Future Of The DMP” at AdExchanger’s Industry Preview conference, being held […]
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OPINION: On TV & VideoAs Addressable TV Advertising Grows, The Industry Must Address Overwrite Measurement
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ronan Higgins, CEO at TVadSync. The addressable TV advertising sector is poised for growth. New initiatives and smart TV technologies offer the potential to unlock the “other 14 minutes” of TV ad airtime. However, every time […]
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Google Adds New Restriction On App Attribution; Layoffs In Tech
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Stalling The Install Google is changing its search-to-app install campaign measurement starting this month so that iOS installs driven by Google searches will no longer be reported by third-party attribution companies, Ronan Shields reports for Adweek. The change is a forerunner to Google’s eventual […]
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OPINION: Data-Driven ThinkingRandall Rothenberg: The Cookie’s Death Heralds A Better Future For The Web
“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 Randall Rothenberg, CEO at the Interactive Advertising Bureau (IAB). Last week Google sent shock waves across the industry when it announced it would phase out third-party cookies for Google Chrome […]
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Amazon Turns Up The Volume On TV Ads; How Apple ITP Shuts Down Tracking
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Playing With Fire Amazon is “throwing a whole kitchen sink” of inventory at advertisers across Fire TV and its video ad services, according to a sales deck obtained by Digiday. Big picture: Amazon is pitching OTT audiences at scale, which advertisers desperately need. Fire […]
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OPINION: On TV & VideoStreaming 2.0: The Unholy Trinity Of Curation, Cost And Churn
“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mike Bloxham, senior vice president of global media and entertainment at Magid. The streaming landscape has been defined by access to libraries of content and consumers’ ability to watch their shows of choice on their terms – […]
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OPINION: Data-Driven Thinking
After Google Finally Really Did It, A Necessary System Cleanup
“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 Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. Last week, Google announced that it would phase out third-party cookies and even provide a solution […]
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Digital Publishers Start Turning A Profit; Why The Slow Transition From Linear To OTT Is A Good Thing
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Back In The Black Group Nine Media will turn a profit in 2020, CEO Ben Lerer shared Wednesday morning at a press breakfast. The crop of disciplined, profit-focused executives that came along with GroupNine Media’s acquisition of PopSugar at the end of last year […]