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.
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David Kaplan
Articles By David
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For Mobile RTB To Scale, Creativity Must Keep Pace With Tech
For digital advertising to advance, innovation is required from both the creative and engineering sides. The question of how to keep the two parties in sync was central to a discussion of mobile advertising at a conference hosted yesterday by The Weather Channel in New York City’s Meatpacking District. Curt Hecht, chief revenue officer of […]
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IgnitionOne’s Margiloff: ‘Marketers Have Yet To Figure Out The Best Use For Their Data’
Earlier this month, when Google decided to combine its paid Product Listing Ads and its “free” shopping-related results into a single paid format, digital marketer IgnitionOne was one of the first ad tech firms to say it would immediately integrate the new Google Shopping results into its own remarketing channels. We spoke with IgnitionOne CEO […]
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Thrillist Tightens Connection Between Content, Commerce and Data
More than at any other time, publishers are trying to solve the e-commerce riddle. Consider guy-focused Thrillist. The eight-year-old lifestyle media company’s properties include its namesake e-newsletter and mobile app, a local deals provider called Thrillist Rewards, and shopping recommender JackThreads. CEO Ben Lerer spoke to AdExchanger about the way editorial and shopping curation fit together as Thrillist prepares to roll out […]
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Microsoft Preps New Ad Units for Windows 8 OS Launch
Microsoft is preparing to woo digital marketers and agencies with a set of new ad units tied to the release of the Windows 8 OS next month. Rik van der Kooi, corporate VP of the Microsoft Advertising Business Group, tells AdExchanger the new formats — Microsoft prefers to call them “experiences” — will be released […]
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AddThis Introduces Social Media To Offline-Based ‘Purchase Targeting’
AddThis, the social sharing tools and analytics provider formerly known as Clearspring, is trying to solve a problem that has long plagued the business of using online data – how to incorporate information from the physical world consumers mainly inhabit alongside their digital characteristics, profiles and behaviors. In its bid to address those digital data […]
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With Display Rising, Along With Facebook, Google Aims Newest Ad Tools At Publishers
After years of courting the demand side with all sorts of tools aimed at marketers, small businesses and media buyers, Google is paying a little more attention to its publisher partners on the supply side. The latest offering is Audience Extension from DoubleClick For Publishers and was announced by Google’s Neal Mohan at yesterday’s Ad […]
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Forbes' Howard: We Don't Have 'Remnant' Inventory
As 95-year-old business magazines go, Forbes is hardly looking its age. It’s helped that the title’s digital content and ad operations have been through a number of reinventions the past few years. The most recent changes have been on the digital content side. Last summer, the company revamped Forbes.com with an eye toward reducing content […]
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Condé Nast’s Stinchcomb: Programmatic Doesn’t Equal ‘Unsold’
Traditional media companies like Condé Nast are learning to fit programmatic buying into their ad sales strategies. We spoke with Josh Stinchcomb, VP of corporate partnerships for Condé Nast about the company’s recent investment in cloud-based ad platform provider Flite and how the publisher of 18 magazines, 4 business-to-business titles, 27 websites, and more than […]
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Google Goes Shopping: 'Product Search' Could Generate $1.4 Billion In Revenue
Google is poised to shake up e-commerce to an even greater degree as the company merges its paid Product Listing Ads and its “free” shopping-related results into a single paid format. The process started in the U.S. two months ago and is expected to be completed by the beginning of October, with Asia and Europe […]
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iPhone 5 Expectations, And The Future Of iAd
After months of speculation, Apple will announce its iPhone 5 on Wednesday. Among the rumors that have gotten the most traction, observers are expecting to see a remade iPhone with a 4-inch retina display. That’s a half-inch larger than the current iPhone 4S and comes with a resolution of 640 x 1136 pixels — in […]
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Do 'Likes' Translate Into Sales? Adobe Connects The Dots
Several months after Adobe acquired media buying services and platform company Efficient Frontier (and Context Optional, the Facebook ad optimizer it arrived with), the company has unveiled its full slate of ad analytics for earned media in the form of Adobe Social. Adobe Social promises to track every campaign and determine whether commenting and other […]
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Group Commerce Marries Premium Publishers With 'E-Tailing'
On one end of the online revenue spectrum, there’s advertising, which runs the gamut from direct response (primarily) to traditional, branding-style “premium campaigns” (to a lesser extent). At the other end is e-commerce. Content companies have been playing catch up on both fronts, even as the two revenue streams require very different strategies. Former Google […]
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After Months Of Uncertainty, Yahoo 'Reaffirms' Right Media
Even before ex-Googler Marissa Mayer became Yahoo’s latest CEO two months ago, rumors were circulating that the company had been planning on selling off its Right Media Exchange. And as much of the attention around Yahoo’s programmatic ad platform strategy swirled around its “big data” offering Genome, the idea of jettisoning Right Media, the ad […]
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Human Demand's Schwartz: It's Not Too Early To Focus On Mobile RTB
There are great expectations/hype surrounding the growth of both mobile advertising and the rise of real-time bidding. Both areas are certain to have a major impact on the way advertising is bought and sold. But at this moment in 2012, dollars flowing through mobile channels and RTB remain a small piece of the total internet […]
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Criteo To Run Yahoo Japan's Performance-Based Inventory; Entry To China Is Next
Retargeting specialist Criteo has an agreement to exclusively provide “personalized” display advertising across Yahoo Japan’s inventory. This the first time a third party entity has been given access to Yahoo Japan’s ad system. Last week, the 16-year-old Yahoo Japan, which was created as a joint venture between Yahoo and Japanese investment firm Softbank, posted a […]
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Pandora's Kennedy: Direct Sales, Not Third Parties, Drive Revenue
Although internet radio streamer Pandora continued to post a loss a year after going public, signs of progress on driving mobile revenue was enough to give investors confidence following the company’s Q2 earnings on Wednesday, as shares were up 12 percent. Ad spending on Pandora in the quarter grew 53 percent and makes up the […]
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Even For Traditionalists, TV Media Sales Is No Longer A Linear Process
Total ad spending on Hispanic media in 2011 was $5.7 billion, with $3.6 billion of that going to TV, according to Nielsen data released last spring. Nielsen also noted that Hispanics spend 68 percent more time watching online video and 20 percent more time watching video on their mobile phones compared to non-Hispanic Whites. That […]
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LinkedIn Ads Aim To Be 'Lingua Franca' For Social Advertising
In contrast to the recent stumbles by Facebook, LinkedIn has done fairly well since filing its IPO (the stock was even up slightly on Tuesday, closing at $107 a share). But that doesn’t mean LinkedIn doesn’t have the same pressures to show a diversified source of revenues. And from the looks of things right now, […]
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Proximic's Pieper: Audience Buying Can Create False Sense Of Scale For Brands
The rise of audience buying has significantly changed the way media is bought and sold. Part of the value for buyers is the promise of greater efficiency and control over ad spend. But those controls can prove illusory, says Philipp Pieper. Pieper is CEO of pre-bid analytics provider Proximic, which has just updated its Agents Application. […]
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NYMag’s Digital Ads On Track To Grow 26 Percent
Last week, New York Magazine expanded its fashion blog, The Cut, into a full-fledged site. The question of how to use the web as both an extension of an existing print brand and an independent, revenue-generating entity has plagued most properties. While Publishers Information Bureau figures for April-June 2012 shows NY Mag’s ad pages down […]
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Ex-aQuantives Aim For Old Time Sponsorship Model For Video Talent Competition
When online video first started catching fire with viewers and advertisers, a number of companies were vying for something of a “new TV” experience. Most have fallen short. But as users get more acclimated to viewing all screens equally, video startups have a greater chance than ever before of creating a scalable business with web-based […]
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Kantar Media Tests The Behavioral Targeting Value Of Second-By-Second TV Data
Even if TV ads aren’t available for real-time bidding — but that’s only a few years away, right? –Kantar Media is trying to interest agencies in using the kinds of instant readouts of viewing behavior that’s so much apart of online advertising right now. While Kantar is far from alone in trying to position itself […]
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ePrize's Rewards For Brands: Constant Conversation With Consumers, Plus Data
The acquisition of sweepstakes content company ePrize this week by PE firm Catterton Partners highlights the path that brand advertising and marketing is taking with the rise of mobile and social media: the diminution of classic “interruptive” ads replaced by a more one-on-one approach. In part, it’s a recognition that, at least for the moment, […]
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GroupM Next’s Copeland: Data Is At The Center Of E-Commerce
E-commerce has become much more mainstream in the last two years. And yet, no one company, except for Amazon or perhaps Apple, appears to be notably dominant. Earlier this week, WPP’s GroupM Next released a survey of 1,000 users that showed 45 percent of customers shopping in-store at brick and mortar locations will walk out […]
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Unified Shopping Experiences Like 'Showrooming' Will Drive E-Commerce Growth
As retailers, both online and offline, prepare for this year’s holiday season, the evolution of the e-commerce space is expected to have an even bigger impact on the way people choose to buy things and how marketers attempt to influence what they buy. Citigroup analyst Mark Mahaney attended the eTail East conference in Boston last […]
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StrikeAd Plans For The ‘Mobile RTB Moment’ In Asia And U.S.
Both mobile ad spending and real-time bidding are growing rapidly, but for many advertisers, whether there’s enough scale to justify a major investment in either of those formats remains a question. Mobile demand side platform StrikeAd is hoping to promise enough scale for mobile buyers by simultaneously stretching its operations from its original UK base […]
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comScore Data Shows Facebook Emerging As A Video Power
Facebook now holds a secure place behind YouTube as a video content property as online streaming continues to grow, according to the latest comScore rankings. Read the release. A year ago, comScore’s July 2011 video rankings had Facebook in the number three spot, behind video music site Vevo. Google Sites, as comScore identifies YouTube along […]
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Sense Networks' Petersen: Geo-Targeting Is Targeting That's Too Late
Sense Networks is trying to position itself as “the big data” company of mobile. But with all the worries about privacy on what consumers regard as their most personal device, the company believes it can rely on anonymous data – such as the kind contained in apps that users opt in to – as a […]
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Demand Media's Bradford: RTB Helps, But Ad Revenues Mostly Driven By Social
Demand Media’s Q2 earnings beat Wall St.’s expectations last week, as the content aggregator (don’t call them a “content farm,” okay?) and owner of eHow, Livestrong and Cracked posted its first, albeit slight, profit since issuing its IPO over a year ago. The company has attributed much of its growth to social media, something that traditional […]
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Even A Profit Cannot Erase Questions About Groupon's Business Model
Daily deals site Groupon can’t even produce its first quarterly profit without disappointing shareholders. Though the company’s revenue gained 45 percent year-over-year to come in at $568.3 million in Q2, that was short of analysts’ expectations of $578 million. And while profits were $46.5 million versus a $101 million loss in Q2 2011, investors quickly […]