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» David Kaplan

David Kaplan is a former Video/Publishing Platforms editor for AdExchanger.com. A New York City-based journalist for over 20 years, Kaplan has covered media, advertising and marketing. A former staff reporter at paidContent, Adweek and MediaPost, he has also written for Advertising Age, Broadcasting & Cable, Crain’s New York Business, The New York Post, Newsday and the Boston Globe; he has also covered financial issues for the Bond Buyer and Worth magazine.

Contact David

Articles by David

MediaCrossing Assumes Inventory Risk For Ad Sales

MediaCrossing launched last summer as the latest ad sales automator and data manager looking to apply investment banking tools and philosophies to online advertising. But unlike its peers, the Stamford, Conn.-based startup says it also plans to offer to purchase publishers' unsold inventory and then sell it on its own. "I would think exchanges will... Continue reading »
by David Kaplan // February 3rd, 2014 //
»
PopSugar Insights Keys In On Core Audience

While publishers have been getting deeper into the integrated marketing business, female-focused celebrity news and pop culture media platform PopSugar is trying to go one step further by starting an analytics business. PopSugar Insights' ambition is to become a daily repository of data and trend analysis of women 18-40, the company's core audience, said Rob... Continue reading »
by David Kaplan // January 31st, 2014 //
»
Google Touts Measurement Tools, Concedes Advertisers' Need For Third-Party Metrics

Google turned in another reliably solid quarter at the end of 2013, as the only blemish on its Q4 performance was weaker-than-expected results for its Motorola unit. But with that problem largely rectified by the previous day's news that Google was selling Motorola Mobility smartphone business to Lenovo for $2.91 billion, the earnings results were... Continue reading »
by David Kaplan // January 30th, 2014 //
»
Precision Health Turns Over A New Leaf, Becomes PageScience To Expand Vertical Reach

Although vertical ad network Precision Health Media has frequently altered itself during its six years of operation, its rebrand into PageScience to expand its contextual ad targeting categories (like consumer electronics, finance and home improvement) is its most significant pivot to date. PageScience also hopes its new name better reflects the work the company has... Continue reading »
by David Kaplan // January 30th, 2014 //
»
Federated Media Sells Content Marketing Biz, Spins Off Programmatic Unit Into Sovrn

As the publishing industry attempts to find a way to bring the brand-friendly values of native advertising together with the scalability and speed associated with programmatic, blog network Federated Media Publishing (FMP) has decided those two functions would be best handled under separate roofs. FMP whose network includes heavily trafficked sites like Boing Boing and... Continue reading »
by David Kaplan // January 29th, 2014 //
»
Veteran NYT Ad Ops Director Keltz Joins Hearst Magazines

Hearst Magazines Digital Media has continued expanding its programmatic focus by hiring former New York Times ad ops director Heather Keltz to fill its newly created position of VP for ad operations. Keltz reports to Mike Smith, the erstwhile Forbes chief digital officer who joined Hearst Magazines Digital as VP of revenue platforms and operations... Continue reading »
by David Kaplan // January 28th, 2014 //
»
AppNexus Streamlines Auditing Department

AppNexus has laid off half its 44 part-time auditors as the company looks to streamline its operations in that area. The auditing department is responsible for hundreds of thousands of creative executions and pieces of inventory that run through AppNexus' system. The team was constructed of a mix of full- and part-time auditors and contractors... Continue reading »
by David Kaplan // January 27th, 2014 //
»
Umbel Aims Publisher Data Services At Offline Media, Events

As publishers have become more comfortable with the idea of programmatic direct for their online sales, sell-side-focused analytics provider Umbel is trying to get sellers to expand that comfort zone to include audience targeting around offline media and live events. The 2-year-old Austin, Texas, startup's pitch to publishers has rested on the idea that they... Continue reading »
by David Kaplan // January 24th, 2014 //
»
TubeMogul Seeks To Erase Video Viewability Confusion

Video demand-side platform provider TubeMogul is adding a viewability-reporting feature within its dashboard today, promising to give marketers a record of where their video ads are seen and tools designed to improve ad avoidance. "By integrating viewability reporting into our ad-buying software, we can provide metrics at the site level," said TubeMogul CEO Brett Wilson.... Continue reading »
by David Kaplan // January 23rd, 2014 //
»
Simulmedia Extended Partnership Is A Bet On Consumer Purchase Data Over Demos

An expanded partnership between Simulmedia and set-top box data company Fourth Wall is part of a larger effort to replace traditional demographic targeting as the basis for ad placement. Instead, Simulmedia is proposing to target TV audiences based on their purchase history, instead of using broad categories like gender and age to determine where and... Continue reading »
by David Kaplan // January 22nd, 2014 //
»
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