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.
Where a person goes can be used as a solid signal of intent, but that signal gets stronger and more predictive when location is combined with shopper marketing data. Although the insights aren’t always intuitive, they’re always useful, said Kim Riedell, a Digilant vet and SVP of Advantage Media, the media-buying arm of Advantage Solutions, […]
Buffalo Wild Wings is leveraging interactive mobile video to extend its TV advertising efforts – and give consumers a chance to play with their food. The casual dining and sports bar chain worked with mobile video ad company AdColony to develop a game-like video ad experience featuring “Foodoo,” a voodoo doll with carrots for its […]
The MRC kicked off the second phase of its three-part Facebook audit at the beginning of August: an assessment of the quality of Facebook and Instagram viewability metrics as reported by viewability partners like Moat, Integral Ad Science, comScore and DoubleVerify. Specifically, the MRC is examining if Facebook’s API accurately transmits what’s happening on Facebook […]
DoubleVerify said Wednesday that private equity firm Providence Equity Partners has acquired a majority stake in the company. AdExchanger reported in July that DoubleVerify was exploring a sale that would have valued the company in the $350 million range. The exact size of the Providence stake was not disclosed in the deal announcement, but The […]
Every vendor in the supply chain takes its cut before a CPM goes to work, and that includes a fee for brand safety protection. It’s a small price to pay, said John Montgomery, global EVP of brand safety at GroupM, running somewhere between two and 10 cents per thousand impressions for brand safety protection when […]
Facebook is giving advertisers a bit more control over how they buy in-stream video ads within the news feed, through Audience Network and on Watch, its newly launched video tab. In the past, advertisers that wanted to purchase in-stream placements delivered into ad breaks were required to run them in the news feed. Starting Thursday, […]
Inc. Magazine released its annual 500/5000 revenue survey on Wednesday and the theme is: There is no theme. At least not from an ad tech perspective in the Advertising & Marketing category. (Click here to read coverage of last year’s list.) “The list does feel a little random,” said Melissa Parrish, VP and research director […]
When CEO Alicia Navarro started Skimlinks 10 years ago, affiliate marketing was a transactional game. Drive the last click before a sale, scoop up the credit. But that scenario didn’t reflect that content producers tend to bring value higher up the funnel. “Affiliate is very good at rewarding and incentivizing last-click behavior,” she said. “But […]
Until recently, “programmatic” meant “remnant” at Motorsport Network, a digital media and broadcast company geared toward motorsport enthusiasts. “One of the main concerns our salespeople had was that, when inventory becomes available to buy programmatically, it immediately has the stigma that it’s remnant or somehow lower in quality,” said Mark Fragoulias, global director of ad […]
Brands want to spend more on native, and plista, the native arm of WPP’s Xaxis, is hoping to oblige through a partnership with dynamic creative optimization platform Jivox. After several months of testing, the duo rolled out a solution on Tuesday to help plista and GroupM clients create and buy native ads programmatically and personalize […]
In the two years since the Trustworthy Accountability Group got off the ground, the industrywide fraud-fighting coalition has received more than 350 applications from companies within and outside the United States for TAG registration to get verified as a trusted partner. As of this time last year, the registration count was only about 100 mostly […]
The growth and product teams at delivery service app Postmates count on the same types of data to do their respective jobs: in-app behavior data, engagement data, location data and campaign data. All those data points, however, have to flow seamlessly for Postmates to balance the needs of its users, merchant partners and 65,000 couriers […]
Jebbit has a fresh approach to data collection: Ask the consumer to participate. The Boston-based startup, which announced a $6.8 million Series A on Wednesday, is helping enterprise brands and professional sports teams get consumers to proactively share their first-party data. The round was led by Manifest Investment Partners, with pinch-hitting from several strategic ad […]
Ever click on an ad by mistake? You and the rest of internet-connected humanity. On Tuesday, Facebook said it’s going to stop counting those errant clicks in its reporting for ads served through Audience Network and start barring publishers from including clickable white space in the background of their native ads. Beginning next week, if […]
AT&T just hired an ad platform whiz kid to take charge of its new TV and video ad business – but that’s the easy part. On Friday, AT&T revealed that Brian Lesser, GroupM’s CEO of North America, will helm a new business unit so the telco can attempt to realize the potential of its vast deterministic […]
Mobile app install ads are still a multibillion-dollar business for Facebook. But is Facebook taking too much credit? It’s hard to say, because Facebook is what’s known as a self-attributing network, i.e., a walled garden. A self-attributing network is just what it sounds like: a platform that, usually because of its scale, has the power […]
Mobile data exchange adsquare is proposing an alternative method to cross-device matching: starting with device IDs rather than cookies as the core identifier. On Tuesday, adsquare introduced mobile cross-device capabilities into its exchange through partnerships with Tapad, Drawbridge and Adbrain. Crosswise is coming soon. Rather than building mobile audiences based on cookies, the industry’s de […]
[pullquote][/pullquote]Even vendors need vendors. On Monday, cross-device provider Screen6 launched an offering called The Hub that Chief Strategy Officer Keith Petri called “a DMP for platforms.” “The fact is, data management is not as straightforward as our clients or even we have viewed it,” he said. The ecosystem is choked with data platform players ranging […]
Facebook is on a slow and steady quest to make Messenger as sticky as possible on the road to achieving its mission of becoming the WeChat of the West. “We see Messenger as an app to help people run their lives,” said Kemal El Moujahid, lead product manager for Messenger and M, Facebook’s virtual assistant. […]
Twitter’s revenue and user growth story – especially US user growth – is grounded in a harsh reality. Overall revenue for the quarter came in at $574 million, down 5% year over year. Ad revenue was also down 8% on a YoY basis, clocking in at $489 million. This is the third quarter in a […]
Facebook is pretty much minting money at this point. Despite concerns over ad load maxing out in the news feed, Facebook posted revenue of $9.32 billion for the second quarter, up 45% year over year from $6.43 billion. Mobile ad revenue at $8 billion was responsible for the vast majority of Facebook’s overall revenue in […]
Brands want high-quality mobile inventory – but they don’t have a standard way to define it, they can’t effectively measure it and there’s no easy way to find it at scale. Which is why mobile ad tech company Sabio Mobile, whose clients include Toyota, Wells Fargo, McDonald’s, Viacom and Lowe’s, released a validated publisher tool […]
Apple sits on a trove of first-party customer data through its App Store, everything from credit card information to time-stamped app downloads tied to specific device IDs. Yet there are inconsistencies between the install counts and engagement metrics developers see in Apple’s UI and what they’re told by their third-party measurement partners – and that’s “not […]
Uber’s rider-focused ad spend has increased twentyfold in the last year and a half. “The onus that puts on us to be really clever in our targeting and thoughtful is incredibly high,” said Kellyn Kenny, Uber’s VP of marketing, speaking at Tune’s Postback conference in Seattle on Thursday. Although user acquisition is still a top […]
Fraud fighting takes teamwork. Mobile measurement and attribution platform Tune rolled out a fraud prevention solution on Thursday that aims to help marketers and ad networks share campaign data and take action on it in real time. “Marketers and their ad partners need to collaborate rather than finger point; there’s enough blame for everyone to […]
Winter is coming – for companies that aren’t taking the new EU privacy regime seriously. Ad tech players are particularly vulnerable, said Todd Ruback, chief privacy officer at digital governance company Evidon, which sold its consumer-facing privacy extension, Ghostery, in February in order to dedicate itself to enterprise compliance. “The ad tech industry is the weak […]
Ask Facebook for access to its data and the official answer is going to be, “Nope.” But under certain circumstances, a limited number of advertisers and agencies are tapping into impression-level Facebook campaign delivery data, AdExchanger has learned. The data-sharing arrangements are euphemistically referred to as “clean rooms.” These clean rooms are safe spaces where […]
Back when real-time auction app Tophatter was founded in 2012, it spent as much as 95% of its user acquisition budget on Facebook. But with a solid user base of around 12 million registered users, it’s been making a concerted effort to mix up its UA strategy. “In the beginning, Facebook was a big gorilla, but […]
Advertisers and agencies will soon be able to buy ads on the Facebook Messenger home screen – but they lack the necessary levers to optimize performance or customize creative. “We’re recommending to our teams to be aware of the opportunity, but we’re really waiting for the inventory to be unbundled,” said Kieley Taylor, senior partner and […]
While mobile app advertising is in dire need of standards, that prospect is easier said than done. Confusion and wrongheadedness in the industry is rife, even among user acquisition specialists. “Ask a room full of UA managers to explain how mobile tracking works and I think most won’t be able to explain the whole process,” […]
