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.
It’s possible to sync radio ads and digital billboards to reach drivers with cross-channel messaging – but scale, targeting options and measurement are roadblocks to adoption. For one, there’s just not that much inventory available programmatically yet. “It’s nascent,” admitted Mark van de Crommert, CEO of Mediasynced, an Amsterdam-based TV/online syncing company that recently released […]
A little less than a year ago, Snapchat was still at the beginning stages of working out its advertising strategy. Its ad sales team felt small, at least from the perspective of some agency execs, and unable to keep up with agency and advertiser demand. But in recent months, Snapchat seems to be taking itself […]
There was a problem with 2nd Time Around’s paper-based loyalty program. No one was using it. “It was an inconsistent experience, it wasn’t trackable and we didn’t get any data out of it,” said Kristin Kohler Burrows, president and CEO of 2nd Time Around, a fashion consignment retailer that operates more than 40 stores across […]
The ad industry is still hashing out how to handle the practical implications around desktop viewability, but ready or not, the Media Rating Council released the near-final draft of its mobile viewability standard for public comment on Friday. “I wouldn’t say that everybody is ready for this, but there are numerous people clamoring for standards, and organizations […]
There’s an opportunity around location that extends beyond targeting consumers with ads for mayonnaise or corn flakes when they’re walking down an aisle in a grocery store. “The location data opportunity is still unfolding,” said Tracey Scheppach, EVP of precision video at Publicis Groupe’s Starcom MediaVest. “As agencies start to get smart about things like […]
The Federal Communications Commission (FCC) on Thursday formally approved its privacy proposal for Internet service providers, despite dissent from several commissioners. “It’s as if we all forgot how the Internet economy actually works today,” said FCC Commissioner Michael O’Rielly, who opposed the proposal aimed at curtailing how telcos and ISPs collect, share and monetize customer […]
Some app developers are raking in the cash hand over fist – Supercell made $924 million in profits last year – and others are eating instant ramen noodles for dinner. Most developers make less than $500 a month, according to Vision Mobile. But that doesn’t mean the ramen eaters don’t deserve access to sophisticated analytics and business […]
Shaina Boone will discuss viewability, fraud and supply chain issues on April 14 at PROGRAMMATIC.IO in San Francisco. Talking about fraud and viewability is one thing – but “actually managing it is an entire program,” said Shaina Boone, managing director of marketing sciences at OMD USA, where she helms the analytics practice. Managing advertiser expectations is […]
Macy’s is getting experimental with location data. “Location data can help us move from cross-device to omnichannel,” said Kimberly Yarnell, VP of digital media at Macy’s, speaking at the Mobile Marketing Association’s mobile location leadership forum on Thursday in New York City. “I like to think about location as being the key to providing context […]
For Ringling Bros. and Barnum & Bailey Circus, mobile is no longer a sideshow – it’s the main attraction. Roughly 65% of its website traffic comes via mobile devices. But attributing mobile’s impact on ticket sales was no small feat. “The customer journey has become multitouch,” said Sam Gomez, VP of digital marketing at Feld Entertainment, […]
Mom-and-pop shops can now buy and target their Facebook ads through Square as part of a deeper integration between the two partners. The move, announced Wednesday, makes a heck of a lot of sense. Small business owners that use Square can already automatically share their promotions on Facebook. Now they’ll be able to combine their […]
App publishers are paring down the number of software development kits (SDKs) they use to monetize their ad inventory. On Wednesday, German mobile marketing outfit glispa tossed its hat in the ring with the launch of Ampiri, its mediation solution. Ampiri is built from technology glispa acquired from MoneyTap, a St. Petersburg, Russia-based company with […]
Beyond the headlines, the drama and all the talk, there’s the daily reality of actually putting viewability into practice. “The questions around how to transact around viewability have been such a big issue for both publishers and advertisers that I think there has been a session in just about every major conference over the past […]
Mobile viewability is going through its awkward adolescent phase. There’s no official standard yet – the Media Rating Council (MRC) is planning to circulate a document for public comment in the next few weeks – and vendors are still tinkering with their methods. Which can lead to confusion around implementation, measurement-induced headaches and wonky reporting. “Everyone is […]
App publishers are constantly walking the line between user experience and making money. That’s the “main challenge” facing Baptiste Chardon, the man in charge of handling monetization for French game publisher Ubisoft’s more than 25 free-to-play mobile titles, which range from kid games to less casual offerings. An additional challenge lies in making sure that advertising […]
People like to talk about the next billion Internet users – but “you don’t get there by navel-gazing in North America,” said Nathan Eagle, CEO and co-founder of Boston-based Jana. Jana provides free connectivity in emerging markets where, according to a report from the International Telecommunications Union, the cost of data is often as much as […]
Mobile monetization platform Supersonic on Tuesday released a souped-up version of its SDK, in beta for the last five months, that joins rewarded video mediation through its supply-side platform with mediation for mobile interstitials via ironSource’s technology. The two companies merged last September. Essentially, it’s a single SDK that enables developers to manage multiple demand […]
Consumer tech and lifestyle publisher Digital Trends always tries to provide what its brands request – rich media, video, custom units, home-page takeovers – but that can-do attitude is tested when it comes to native advertising and sponsored content. Since it was founded in 2006 out of Portland, Ore., product reviews have formed the core […]
Even minor tweaks to copy or layout can have a big impact on app engagement. “Little changes really do matter,” said Luca Criscuolo, head of mobile product at Germany-based Bonial.com Group, parent company of Retale, a location-based app that aggregates and mobilizes offline coupons, deals, flyers and circulars from chains and local stores. That’s particularly […]
All those telcos getting excited about tapping into their data just received a sober piece of news. On Thursday, the Federal Communications Commission (FCC) proposed a new set of rules that could put tough restrictions on how broadband providers use customer data. Data collection has been top-of-mind for telcos as they endeavor to monetize the […]
Even with a header bidding solution, there can still be money left on the table. Spanish mobile optimization company Marfeel is looking to address that issue with the general launch of a supply-side platform Wednesday that sets dynamic floor prices. The product was in beta for the last two months. “Basically, our platform tries to […]
TheStreet is kicking standard mobile banners to the curb. Although the financial news and services site will still use them for internal ads and self-promo, banners will no longer be part of its sales team’s repertoire for apps or the mobile web. That’s because mobile consumption is moving steadily up and to the right – […]
That settles it: Verizon Wireless has agreed to pay regulators a $1.35 million fine for failing to be transparent around its use of supercookies. The Federal Communications (FCC) said Monday that it had reached a settlement with the telco following a probe that began in December 2014 after it was first revealed that Verizon was […]
The Association of National Advertisers and the 4As might be mending fences, but transparency – or the lack thereof – is still an issue. It’s why programmatic agency Anagram decided to start setting its clients up with their own direct platform contracts, rather than stepping in as the middleman. Anagram founder Adam Cahill calls it “radical […]
It’s been a busy 10 months since AdExchanger published its inaugural Marketer’s Guide to Cross-Device Identity. Since then the market has seen significant developments, including technology evolution, merger activity and shots across the bow from government regulators. Below, we pick up where we left off with an important update to our overview of the […]
When Adam Warburton – head of mobile at British foreign currency exchange company Travelex – came to Barcelona for last year’s Mobile World Congress, his mission was to comb the exhibition halls and find a marketing technology partner. At the time, Warburton had just started at Travelex after a two-and-a-half-year stint as a mobile manager […]
Devices and hardware will come and go. “Which is why the future is absolutely about mobility,” said Lisa Donohue, CEO of Publicis Groupe’s Starcom. “Mobility and understanding a consumer’s movements, the decisions they make and why they make them.” It’s a philosophy Starcom applies to “new establishment” clients like Airbnb and to more “classic” brands […]
MWC drinking game: Take a drink every time someone says “value exchange” in reference to the ad-blocking issue. You won’t stand a chance. “We believe in the fair value exchange. If someone wants content from CBS Interactive, we will deliver it to them happily for free in exchange for them watching an ad,” said CBS […]
Location data is buzzing at Mobile World Congress in Barcelona. “Where you go is who you are,” said Daniel Rosen, global director of advertising at Telefónica, speaking at an MWC Mobile Media Summit (MMS) satellite event. “[It’s] hugely powerful.” That’s coming from a carrier with its own mobile exchange, Axonix, an audience buying platform fueled […]
There was a time about five or 10 years ago when “media buyers couldn’t get arrested,” quipped Omnicom Digital CEO Jonathan Nelson at the Mobile Media Summit on Monday, part of Mobile World Congress in Barcelona. Now the media-buying function sits at the heart of the programmatic revolution happening inside the holding companies. “It’s the […]
