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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