Allison Schiff is the managing editor of AdExchanger, where she covers mobile, Facebook (sorry, Meta), measurement, privacy and the app economy. Allison received her M.A. in journalism from the Dublin Institute of Technology in Ireland (her favorite place), and a B.A. in history and English from Brandeis University in Waltham, Mass.
Creative often gets neglected by app publishers gunning for installs – but it’s one of the most important aspects of any app-install campaign, said Artur Grigorjan, head of growth marketing at Russian game studio Playrix. “By this point, most advertisers have enough expertise when it comes to buying,” Grigorjan said. “Now they’re transitioning to the next […]
That teens have no attention span is a fallacy. Just ask Wattpad, a platform where people can write and share stories that they’ve written and solicit feedback from their community. The storytelling platform boasts a community of 60 million monthly active users, mainly teens, young adults and millennials under 30, who spend more than 15 […]
Unlikely insights into consumer behavior can help move the needle, and location data is a rich source of unlikely insights. On Tuesday, UK-based location data company Blis released an analytics tool in beta called Smart Trends that blends point-of-interest (POI) data and offline movement data to draw conclusions about how people interact with physical locations […]
During a speech Tuesday at think tank R Street Institute, Federal Communications Commission Chairman Ajit Pai justified his plan to scrap net neutrality (“We’re shifting from one-size-fits-all preemptive regulation to targeted enforcement.”) and took a shot at edge providers like Twitter, Google and Facebook. “Let’s not kid ourselves: When it comes to a free and […]
L’Oreal doesn’t like the word “programmatic.” “We prefer ‘precision marketing,’” said Lubomira Rochet, L’Oreal’s chief digital officer. Precision, Rochet said, is about something deeper than targeting or frequency capping or the sequencing of messages. While important, those are tactics, not the cornerstones of a strategy. “But precision advertising goes beyond programmatic,” she said. “For us, […]
When TrustX launched in September, David Kohl was nervous. “One of the fears is that we would find ourselves in a situation where buyers were making demands that were ultimately not panning out to be so good for the sellers or that sellers would put something into the marketplace that wasn’t interesting to buyers,” said […]
The digital media supply chain is about to get a whole lot smaller thanks to Europe’s General Data Protection Regulation (GDPR). The privacy legislation, which takes effect in May, dictates that data controllers could be held responsible for data privacy missteps made by their third-party partners. Marketers and publishers are therefore highly incentivized to run […]
“The frozen dessert area is one of the most cutthroat spots in the whole store,” according to Mike Fransz, ProYo’s VP of marketing. ProYo, a challenger brand that sells high-protein ice cream, faces three primary marketing challenges: generating awareness in a crowded market, driving foot traffic to the aisle and standing out from a growing […]
It looks like China is not the ultimate exit for ad tech. Late Tuesday evening, app marketing platform AppLovin said that company will no longer be acquired by a Chinese private equity firm for $1.42 billion as planned. The deal, now scrapped, was first announced in September 2016. The duo will still do a deal, […]
B2B buyers are doing more of their product research online – and that was becoming a problem for security software provider McAfee. “We could grow the business when we had a seat at the table with our install base,” said Lisa Matherly, VP of content marketing at McAfee. “But when potential customers were conducting their research […]
Programmatic trading is coming to traditional channels such as TV, radio and OOH sooner than you might think, according to according to Zenith’s third Programmatic Marketing Forecast, released Monday. Zenith predicts programmatic buying techniques used widely in digital display increasingly will bleed into more traditional media channels. The Publicis-owned agency reckons that advertisers will spend […]
Google is opening up an API to stop fraudsters from stealing credit for app installs, and mobile measurement and attribution platform Tune is an early adopter. The API, which was fully integrated into Tune’s platform Monday, enables Google to share data with partners about the exact time an app install is initiated in the Play […]
Facebook is gearing up to grab automotive advertising budget with dynamic and lead ads for auto brands, both released on Thursday. Dynamic ads for auto, like Facebook’s other dynamic ad products for ecommerce and travel, allow advertisers –auto manufacturers and car dealerships, in this case – to retarget auto intenders and create lookalike audiences for […]
Breaking into the China market requires feet on the ground painstakingly building direct relationships with local players, a fair amount of intestinal fortitude and patience. It also helps having a Chinese parent. Mobile ad exchange Smaato is capitalizing on its affiliation with Spearhead Integrated Marketing Communications Group, the Beijing-based offline marketing service provider that acquired […]
Programmatic platform Choozle picked up $6 million in Series B funding Tuesday, and it’s got growth on the brain. “We’re buying time to become a bigger player in the mid-market,” said Choozle CEO and co-founder Andrew Fischer, who sees recent ad tech consolidation and the lack of investment in early-stage companies as an opportunity. Choozle, […]
AdColony will lay off more than 20% of its workforce and exit the mediation and ad-serving game in a bid to focus its business on programmatic. The mobile video ad company said Monday that it will shutter most of AdMarvel, the mobile ad tech company it acquired in 2010. The ad exchange portion of AdMarvel […]
AI-driven marketing automation platform Artsai came out of a two-year-long stealth period on Thursday with plans to help brands cut down on marketing vendor fragmentation hell. Client Pandora has been using Artsai to help its ad partners with dynamic creative optimization and to gather and apply campaign performance data and insights across touch points. Pandora […]
Ericsson is taking the wraps off its DMP for telcos. On Thursday, the Swedish networking giant announced the global launch of Emodo, a mobile ad platform that lets carriers monetize their subscriber data programmatically. The release of Emodo follows Ericsson’s surprising intention to enter the ad tech space, which it announced in March at Mobile […]
Leanplum is leaning into machine learning and mobile marketing automation with $47 million in Series D funding, announced Wednesday. The round was led by Norwest Venture Partners with pinch-hitting from existing investors, including Canaan Partners, Kleiner Perkins Caufield & Byers and Shasta Ventures, and brings the company’s total funding to just over $93 million since […]
Messenger hopes to insinuate itself deeper within the customer journey. On Tuesday, Facebook released a closed beta test of a customer chat plugin as part of Messenger 2.2 that allows businesses to continue a single conversation thread across multiple channels, including Messenger and an advertiser’s own mobile and desktop sites. Businesses that integrate the customer […]
Do ads for STD self-testing kits count as sexual content? If medical and recreational marijuana use is legal in California, why can’t a cannabis advertiser geotarget Californians over the age of 21 on the large social platforms? These are the gray areas that certain categories of advertisers have to navigate on a daily basis, and […]
When Snap acquired location-based data company Placed over the summer, agencies got excited about the prospect of intermingling the data sets – but that won’t be happening anytime soon. Placed will not share any advertiser or partner data with Snap, Placed CEO and founder David Shim told AdExchanger. “Keeping the data set separate is important if […]
A stark juxtaposition: At the same time Facebook’s general counsel was getting grilled by members of Congress in Washington, DC, on Wednesday about how the platform was abused by Russian election meddlers, Facebook beat revenue expectations for the third quarter. Ad revenue was up 49% YoY, from $6.8 billion to just over $10 billion. Mobile […]
The tech titans have testified about Russian election meddling. And after two days and multiple hours of questioning by members of Congress aimed at top lawyers from Facebook, Twitter and Google on Tuesday and Wednesday, it’s clear that Russian operatives continue to spread propaganda and sow social discontent using social media platforms and that said […]
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 […]
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 […]
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 […]
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 […]
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 […]
Publishers still struggle to make enough video content and inventory. Text-to-video platform Wibbitz, which announced its $20 million Series C on Tuesday, aims to help them meet that need with technology that automates creation. The round, led by Bertelsmann Digital Media Investments with participation from The Weather Channel TV network, the Associated Press, existing investor […]
