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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Google Display Network Adds Viewability-Only Selection
In an effort to solidify the stature of its ad viewability offerings, the Google Display Network now allows advertisers to choose to buy only viewable impressions. The addition of the viewability-only option also reflects the demands of Google’s marketing partnerships. “We’ve been making a number of investments to make digital work for brands [including introducing […]
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Mediaocean Opens API Program, As Convergence Catches On
Media-buying workflow software provider Mediaocean is opening an “app platform,” designed to streamline and customize the ad sales process across both digital and traditional channels, like broadcast. The Connect Partner Platform is akin to the open APIs that Facebook and Twitter offer to their preferred partners. While the Connect Partner Platform is designed to close […]
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Rubicon Hires Ex-Maxifier Katsur To Meet Wider Ad Industry's Move To Automation
The Rubicon Project has hired Maxifier CEO Tony Katsur as SVP of business operations, a new position for the company. Katsur, a veteran of DoubleClick and MediaMath, will be charged with extending Rubicon’s automation technology processes both internally and externally with clients and partners. Katsur, who officially started at Rubicon on Monday, declined to discuss […]
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2014 Forecasts: Global Ad Dollars Surge, Driven By Mobile, Social
Publicis Groupe media shop ZenithOptimedia and its rival, IPG’s Magna Global, predict the global growth of ad spend through 2016 will come from a number of new channels – namely more dollars allocated to mobile and social buys as well as the penetration of programmatic in more countries. Mobile wave: While analysts have predicted that […]
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The Guardian's Programmatic Play: Performance First, 'Premium' Second
Just over two months ago, UK-based news outlet The Guardian unveiled the biggest step it has taken after four years of operating in the programmatic space: it opened its own publisher-side “trading desk.” Read the release. Created with help from MediaMath, The Guardian’s trading desk GuardianResponse+ will augment the news company’s existing programmatic tools, including its […]
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Vindico's Viewability System Will Verify All Publicis Video Buys
The big problem advertisers have assessing the value of video viewability is that the metric means something different every time it’s used. Publicis Groupe digital buying hub VivaKi hopes it can promise clients across its media-agency siblings a single definition for viewability by using video ad server Vindico’s verification tool, AdTricity, for all video ad […]
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Lenovo Expands Deal With TubeMogul, Increases Focus In Online Video
Video demand-side platform (DSP) TubeMogul will manage computer-manufacturer Lenovo’s global programmatic activity, an expansion of an existing partnership that reflects both cost-savings from automated ad sales and a greater interest in audience buying. For Lenovo, this increased focused on online video comes after two years of digital marketing expansion that remains largely concentrated on search […]
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Blinkx Buying Binge Continues With $65 Million Purchase Of Rhythm NewMedia
As mobile media consumption and ad spending accelerates, online video distributor blinkx announced Tuesday its agreement to purchase mobile ad network Rhythm NewMedia for $65 million in an attempt to capture that smartphone and tablet growth. Read the release [pdf]. Blinkx’s acquisition strategy is predicated on building quick access to large networks of new publishers. The […]
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BrightRoll Adds Engineers To Support Video Workflow Ambitions
As more ad tech providers sought to prove their programmatic chops this year, their underlying mission became “workflow.” Online video marketplace operator BrightRoll is telling ad network, agency and advertiser clients that with its newest console update, it will be able to do things that used to take hours in just minutes. The changes involve […]
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VigLink Exchange Opens Up Competition For Affiliate Marketing Clicks
Nearly six months ago, affiliate marketing specialist VigLink sought to redefine the way businesses pay publishers for in-content links by launching an exchange product to make link bidding — or “link optimization” — more competitive. Unlike most general exchange operators, VigLink is squarely aligned with publishers. By opening an affiliate link to be bid upon […]
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Nielsen's Effort To Connect TV And Online Metrics Revolves Around Defense Of The GRP
After several months in beta, Nielsen is finishing its decadelong project to combine audience measurement of TV, online and mobile with its Digital Program Ratings (DPR). The company is winding down a pilot test, running since May, with nine major clients: ABC, CBS, NBC, Fox, CW, A&E, Discovery, Univision and AOL. DPR’s public debut next […]
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A Year After Rocket Fuel Partnership, Programmatic Comprises 10% Of Dentsu Shop CCI's Total Ads
Rocket Fuel’s entry into Japan last year through a partnership with Dentsu subsidiary interactive unit cyber communications inc. (CCI) has helped the Japanese ad shop’s ability to expand its programmatic services, particularly its demand-side platform (DSP) business. Though its programmatic business was essentially nonexistent before teaming with Rocket Fuel, its DSP business has since risen […]
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Bots Are Hot, But Publishers And Advertisers Are Cold To Combating The Situation
Impression fraud has been a major industry problem for a while, but it’s only lately that buyers, sellers and vendors have sought to quantify and arrest it. Even at a roundtable discussion of more than two dozen online ad executives held by Integral Ad Science on Thursday morning, participants seemed resigned to the idea that […]
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eXelate’s optiX Complements Data Management, Hopes To Challenge Market Research Providers
When marketing data company eXelate introduced optiX in October, it was a shot at disrupting the multibillion-dollar market research industry. With optiX, which was released following a beta program that included 30 brands, eXelate CEO Mark Zagorski said he wants to enliven the idea of real-time analytics to “all the time” consumer insights that bring […]
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MediaMath, Once A DSP, Sees Clients Are Responding More To 'Marketing OS'
Over the past year, MediaMath has just about doubled its staff to 306, as the company works to broaden its identity from being a demand-side platform to being viewed as an end-to-end enterprise solution. The company also created a new role—the “chief commercial officer”—in which it hired former McKinsey & Co. executive Michael Lamb. As […]
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Video DSP Dennoo Pitches Cost-Per-View Ads
Real-time bidding has gained appeal with major brands, but the idea of using exchange buys for awareness campaigns often spurs the question: How do we measure this? Videocentric demand-side platform Dennoo is getting some attention for the guarantees it offers buyers for its time-based “cost-per-view” pricing model as an alternative to bidding on CPMs. “In […]
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Flite Challenges Adobe, Google Over Multi-Screen Ad Design
Online ad creativity – or the perceived lack thereof – is one area that brands, agencies and publishers frequently complain about. But the fixes tend to involve vague plans about working with Adobe or Google to develop cross-screen creative. Flite, the Condé Nast-backed ad platform developer, has released a free, browser-based software called Design Studio, […]
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Microsoft Doubles RTB Inventory With New Email Placements
After years of handling programmatic with a light touch, Microsoft is making up for lost time. It has recently rolled out global programmatic direct options, agreements with other portals on automated ad serving standards, and last week, the addition of Window 8.1 apps and Outlook.com email-based placements. Esco Strong, director Microsoft’s of Display Marketplace, said […]
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A Year After Closing Ad Net, AudienceScience Adds Direct Deals Tool
AudienceScience has been in business for more than a decade, starting out as an ad network and later adding demand-side and data-management abilities. Last year, the company took the relatively big step of closing its network business. Now, in its bid to be viewed as a one-stop shop for digital advertisers, AudienceScience, like many others, […]
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Tremor's Performance Push Is Turned Back By Buyer 'Demand For Demos'
Like most of its video ad-tech rivals, Tremor Video has vied for TV-like brand dollars by offering a pitch based on online’s strength in performance with the branding appeal of “sight, sound and motion.” The problem, as Tremor’s Q3 earnings make clear, is that, as CEO Bill Day put it, TV buyers still value the […]
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DG Q3: Online Platforms Grow, Latin America Drags
Nearly three months after DG decided to sell its linear TV ad-delivery business to video ad-management company Extreme Reach for $485 million, it is enjoying revenue momentum from its online platforms. Among the key results from DG’s Q3: Online revenues were up 13% to $38.2 million. The online segment’s margins improved to 25% from 13% […]
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After Buying SiteScout For $40M, Centro's Next Grab Will Be A DMP
Centro’s estimated $40 million purchase of demand-side platform SiteScout isn’t just intended to imbue the digital media workflow specialist with real-time bidding chops. Read the release. For Centro CEO Shawn Riegsecker, the point of this deal goes beyond wrenching the obvious efficiencies of having a DSP function in-house. Adding SiteScout will prepare Centro for the […]
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AOL Turnaround Appears Solid As Network Revenues Rebound
AOL’s comeback story under CEO Tim Armstrong over the past four years has at times looked improbable, with highs and lows along the way. Its quarterly performance has often been mixed: As one area of its display advertising stream looked strong, other parts have lagged. Its usually strong third-party network business had been looking weaker […]
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In Planning 'Cross-Screen Programmatic,' Flexibility Counts
There are plenty of reasons, mostly technological, why integrated desktop/smartphone/tablet campaigns are tough to pull off for brand advertisers. Throw in an exchange-based ad strategy and the complexity goes through the roof. Ryan Christensen, AppNexus’ VP of product, teamed up with Julienne Thompson, VP for programmatic business at mobile ad network (and AppNexus partner) Millennial […]
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AdParlor, Adknowledge's Facebook Ad Tool, Makes Its Way To Twitter
Up to now, performance marketer Adknowledge’s AdParlor platform has served agencies and advertisers solely on Facebook, but it will now extend its work as the newest Twitter API partner. The company joins SocialCode, Voxsup, Kenshoo, Adaptly and other social-media marketing technology providers who have made the leap from Facebook to Twitter. While similarities exist between […]
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NYTCo Still 'Challenged' By Programmatic, Mobile Ad Revenues Lag
The New York Times Co.’s digital ad revenue continued to slide in Q3 as, for the first time in recent years, print actually performed better. CEO Mark Thompson sought to put that contrast in context, saying that it was more a sign that the company had been able to arrest print losses as it works […]
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Deal IDs Now Comprise 15% Of SpotXchange's Programmatic Revenues
SpotXchange, a video-marketplace operator focused on the supply side, is the latest private marketplace provider to add Deal ID functions to its offerings. Deal IDs, still mostly associated with general display, are an attempt to make exchange buying friendlier to publishers that want to set reserved inventory aside for specific buyers (or categories of marketers). […]
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Yieldex Automates Comcast's Local Sponsorships
Over the past year, many sell-side ad-tech companies have offered publishers solutions around “programmatic direct.” Publisher analytics provider Yieldex has rolled out a simple tool called ” YieldEdge Sponsorship Calendar” that has been adopted in recent weeks by Comcast Spotlight, the local media sales arm of the cable giant. The product sounds fairly mundane, but it […]
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Nielsen Adds New Experian Data To Online Ratings, But Publishers See Flaws
Nielsen recently expanded its partnership with consumer data specialist Experian to cover the former’s Online Campaign Ratings with additional layers of demographic data. The new data represents progress, but some publishers are concerned. Media sellers fault both Nielsen and its audience measurement rival comScore, with its validated Campaign Ratings (vCE), for not keeping up with data-management […]
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Google And MediaVest Cut An Upfront Deal With Emphasis On Video
Google and Publicis Groupe’s MediaVest have signed an upfront agreement, with the media agency committing to spend a “significant amount” of ad dollars on YouTube and Google’s other display and mobile properties, including its ad networks. The deal is “open-ended” and simply involves the promise of spending a set amount in advance, perhaps up to […]