Judith is a former associate editor at AdExchanger where she covered the burgeoning world of mobile advertising. Prior to this, she wrote about marketing trends and business intelligence news at CRM magazine. Her work has appeared at the New York Daily News, TheStreet.com and Business Insider. She has an M.A. in journalism from New York University.
AUTHOR ARCHIVE FOR:
Judith Aquino
Articles By Judith
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Kontagent Rebrands As Upsight, Plays Down Facebook Fallout
Mobile analytics firm Kontagent has rebranded itself with a new name – Upsight – through its merger with mobile monetization platform PlayHaven, the companies said Monday. The rebranding comes a month after Kontagent and its competitor, HasOffers, were booted out of Facebook’s Mobile Measurement Program (MMP). Upsight also launched a new mobile analytics platform that shares the […]
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Skullcandy Eyes Advanced Targeting, Device-Based Experiences To Boost Sales
Skullcandy knows that getting consumers to buy multiple designer headphones and earbuds can be a tough sell. After issuing an initial public stock offering at $20 a share in 2011, the Park City, Utah-based company’s stock fell as low as $4.80 last May and hovered at $9.54 on Friday. The company has vowed to turn […]
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Video Ad Platform Vungle Offers Bitcoin Payment Option
Despite Bitcoin’s volatility, businesses are beginning to experiment with the peer-to-peer payment system. One such company is Vungle, which helps mobile app publishers promote through 15-second in-app video trailers distributed through its ad platform. Vungle said Thursday it’s giving publishers the option to be paid in bitcoins, though its advertising clients cannot pay with the digital […]
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3Q Digital CEO On ISearch Integration And The Road To Come
Digital marketing agency 3Q Digital last month snapped up iSearch Media, making it one of the largest independent digital marketing agencies in the San Francisco Bay Area. 3Q manages more than $300 million in ad spend and its client roster includes brands like Electronic Arts, Facebook, Square and Warby Parker. AdExchanger spoke with founder and […]
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Mobile Ad Firm Kargo Eyes Programmatic Premium
Kargo, a mobile ad platform, has undergone several transformations and is about to make another one. Following the 2001 dot-com crash, Kargo pivoted from providing wireless operators with software and services to helping media brands launch mobile ad campaigns. The New York City company now has a client roster that includes CBS, Univision, Meredith and […]
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YuMe Plunges Into Programmatic Advertising With 'Video Reach'
Video ad tech firm YuMe on Monday launched its first programmatic solution, Video Reach, designed to provide agency trading desks and brand advertisers with more insight into their TV ad buys. Aimed at television advertisers, Video Reach collects first-party data across screens (PCs, mobile devices and connected TVs) with its Audience Aware SDK and audience […]
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RelayRides Climbs App Store Charts With Install Ads
RelayRides knows that mobile devices are an essential channel for reaching new and current customers. The San Francisco-based car-sharing service lets private car owners rent out their vehicles. It serves more than 1,900 US cities including 270 airports, connecting drivers with car owners who post photos and information about their vehicle on RelayRides’ website. When […]
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Mobile Gaming And Apps Marketing Costs Show Widening Gap, Says Fiksu
Even as the cost of acquiring a new app user grows, mobile app analytics firm Fiksu has noted major fluctuations between gaming apps and general apps, as well as iOS vs. Android apps. According to Fiksu’s new Cost Per Install (CPI) Index, which measures the cost per app install attributed to advertising, the CPI Index […]
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As Mobile Ad Prices Rise, Some App Developers Shift To Ad Tech
What is the cost of acquiring a loyal app user? Based on the testimonial of various industry insiders, the price is rising so quickly ad revenue can’t keep up. As such, app developers are looking for new ways to profit, often by developing ad tech. Gartner predicts mobile ad spend will reach $18 billion this […]
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Adap.tv Takes Aim At Programmatic Television With Audience Path For TV
Adap.tv, acquired by AOL six months ago, unveiled on Monday a new add-on to its Audience Path demand-side platform (DSP), called Audience Path for TV, to let advertisers and agencies apply more data to their linear TV ad buys. The release capitalizes on a trend in which data-driven ad buying on linear TV presents opportunities for […]
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ChoiceStream CEO Discusses Pivot Decision And Its Embrace Of Programmatic Ads
One of the key strengths of a business is knowing when to pivot. For demand-side audience-targeting platform ChoiceStream, that involved switching from product recommendation software to programmatic advertising services in 2011. Eric Bosco, formerly the company’s COO, took the reins as CEO last May. AdExchanger spoke with Bosco about the company’s transition. AdExchanger: Where does […]
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Have The Accuracy Rates Of Probabilistic Solutions Hit A Glass Ceiling?
Solutions that analyze various data points such as device types, location data from an ad request, operating systems and other data to evaluate matches between users and devices are gaining traction. For instance, AdMobius, which offers probabilistic solutions, is rumored to be an acquisition target. But pinning down the accuracy rate of probabilistic solutions continues […]
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OpenX Takes A Stab At Mobile Native Ads With New Ad Exchange
OpenX Technologies on Wednesday rolled out a mobile native ad exchange called Native O/X. The “native” ad formats include in-stream display, rich media and video ad units that are inserted into an app’s content. OpenX’s launch partners for the exchange include IconApps, Tagged, Run, Mediasmart and Celtra. Presenting ads in a format that matches the […]
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Display Ad Glasnost: Google And Russia's Yandex Connect On RTB
Russian search engine Yandex and Google have agreed to give their respective advertisers mutual access to the real-time bidding (RTB) ad exchanges. Under the agreement, Google’s clients will have access to the advertising inventory offered by publishers in Yandex’s Advertising Network (YAN), while Yandex’s clients will be able to bid on display ads on Google’s DoubleClick Ad […]
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CRM Provider Pegasystems Dips Its Toe Into Programmatic Ads, Mobile Marketing
Pegasystems, a company that offers customer relationship management and business process management solutions for B2B customers, is moving deeper into the marketing world. The Cambridge, Mass., company last week added location-based mobile targeting capabilities to its marketing solution and appointed Robert Tas, JPMorgan Chase’s former head of digital marketing, as its new CMO and SVP […]
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Oracle Needs A Mobile Ad Strategy. BlueKai Gets It (Part Way) There
Enterprise software provider Oracle moved further into targeted advertising by acquiring BlueKai, a third-party data provider and data management platform (DMP). Analysts and vendors differ however, on the mobile advertising implications behind the acquisition. Bluekai’s technology will be combined with Oracle’s Responsys application, which is geared toward B2C marketing campaigns, as well as Eloqua, which […]
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OpenIDFA Creator: 'This Will Be The Snapchat Of Device IDs'
Apple startled advertisers and the mobile app community earlier this month when it rejected several apps from the Apps Store for deriving data from the Identifier for Advertisers (IDFA) without serving ads. It is unclear whether Apple will continue to restrict certain uses of the IDFA, but advertisers are already looking for alternative solutions. AdExchanger […]
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More Acquisition Buzz In Millennial Media’s Future
Millennial Media is at a crossroads. With a new CEO and recent acquisition, the Baltimore company has made several moves to strengthen its position in the mobile advertising space and speculation over its next move is growing among industry insiders. Last month, Millennial tapped ad tech veteran Michael Barrett to replace founding CEO Paul Palmieri, […]
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Tremor’s Q4 Shows Higher Performance-Based Pricing Demands And Mobile Ad Growth
Tremor Video’s fourth-quarter financials, reported Thursday, included a continuous rise in mobile ad revenue and a reduction of its demo pricing-related losses. The company’s total revenue for 2013 rose 25.3% to $131.8 million year-over-year. Its in-stream revenue was $128.3 million, a 28.7% increase from the same period in 2012. It reported a net loss of […]
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Millennial Media Has Strong Q4 But Warns Of ‘Turbulence’ Ahead
In its Q4 earnings call Wednesday, mobile ad network Millennial Media revealed it had netted $109.5 million in the fourth quarter, up from $75.9 million in Q4 2012 (a 44% increase). Total revenue for 2013 increased 41.6% from $241.3 million in 2012 to $341.8 million last year. Despite a strong end to the year, however, […]
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Amobee Unveils Mobile App Reporting And Analytics Tool, Monitors IDFA Developments
Mobile advertising firm Amobee launched Wednesday a platform update, Amobee LTV (an acronym for “Lifetime Value”), designed to provide app publishers and advertisers insights into who their users are and how they’re using the apps. The release follows Apple’s rejection of apps that derive data from the Identifier For Advertisers (IDFA) without serving ads, a […]
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ComScore Boosts Its Offline Reach With New Partnerships
A week after teaming up with Google, comScore unveiled Tuesday three new partnerships with data brokers Acxiom and Epsilon and digital media company Batanga Media. While comScore’s collaboration with Google involved adding real-time metrics to its validated Campaign Essentials (vCE) platform via Google’s DoubleClick platform, comScore intends for its latest partnerships to expand its data […]
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Apple's IDFA Crackdown Reverberates Through Mobile Ad Ecosystem
Many app developers and ad tech vendors received a jolt recently when Apple began rejecting some apps that retrieve a user’s Identifier for Advertisers (IDFA) without serving an ad. Apple’s decision was especially surprising, since the device manufacturer had allowed that activity for nearly two years. Regardless of Apple’s motivations for this change (the company did […]
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Microsoft Injects More Transparency Into Ad Exchange, Stops Short Of Including Audience Targeting
Microsoft is providing more transparency into the inventory on the Microsoft Advertising Exchange. The inventory on the Exchange was previously sold in a “blind” manner using a masked URL. Ad buyers can now target the inventory by its top-level domain name and sub-domains, the company said Friday. “We want to give customers a clearer view […]
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Ad Tech Companies Show Location Data, Rich Media Drive Mobile RTB Growth
Combined year-end results from four ad tech companies show that rich media, location-based targeting and increasing brand spend drove expansion in the mobile real-time bidding (RTB) space for the previous quarter. Global bid responses for both mobile Web and app inventory continue to grow, according to mobile RTB ad exchange Smaato. Based on activity across […]
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Integral Ad Science Buys Simplytics, Adding Mobile Ad Fraud Verification
Advertising intelligence provider Integral Ad Science has acquired Simplytics, a UK-based mobile ad server and analytics platform. The deal brings mobile verification capabilities for in-app and mobile Web campaigns to Integral’s existing verification services for video and display ads. “We’re very excited because Simplytics is complementary to what we do and once we add our fraud […]
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Mozilla Looks To Fill Its Partner Dance Card At IAB ALM
Update 4:00 ET: In a recently-released blog post, Mozilla VP of content services Darren Herman announced the kick-off of an experimental program called Directory Tiles. Normally, when Firefox users open a new tab, they see tiles featuring images from sites they’d visited in the past. New users with no Firefox surfing history will, upon opening the […]
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ComScore President: Integrating TV Measurements Into Google-vCE Offering Is The ‘Ultimate Goal’
Google is injecting real-time metrics into its DoubleClick ad business via a partnership with comScore, the Mountain View, Calif., company said Tuesday. On day two of the IAB’s Annual Leadership Meeting, Neal Mohan, Google’s VP of display advertising, outlined the challenges marketers face in measuring the results of digital ad campaigns. “Existing frameworks don’t do a […]
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IAB ALM Keynote: Ending Traffic Fraud, Building Better Mobile Experiences
The Interactive Advertising Bureau (IAB) kicked off day one of the Annual Leadership Meeting (ALM) by rallying advertisers to raise the bar on marketing. To do this, however, marketers and advertisers need to be more vigilant around traffic fraud. Additionally, they must also realize that consumer attention spans, especially in mobile, are short. Holding Agencies […]
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Bots Set Their Sights On Targeted Ads
Targeted advertising and programmatic buying changed the advertising landscape by enabling marketers to purchase and scale impressions from specific audiences. But the growth in targeted ads has also caught the attention of fraudsters, who are increasingly using botnets to generate and sell impressions to advertisers, according to Michael Tiffany, co-founder and CEO of the online […]