AUTHOR ARCHIVE FOR:

Kelly Liyakasa

Kelly Liyakasa

Senior Editor

Kelly Liyakasa is a senior editor covering commerce, video, TV and marketing tech for AdExchanger. Previously she was an associate editor for Information Today, where she reported on enterprise technology and strategy for its flagship publication, CRM magazine. Prior to that, she was a reporter for a New York metro Business Journal and luxury lifestyle magazine, profiling as diverse a set of individuals as a pre-election Donald Trump and Academy Award-winning actor Jeff Bridges. Kelly holds a BA in Multimedia Journalism from Florida Atlantic University.

Articles By Kelly

  • Digital TV and Video

    NBCUniversal Will Make $1 Billion In Audience Guarantees This Upfront Season

    BY //

      NBC is putting its money where its mouth is. The broadcaster on Thursday revealed it would commit to sell $1 billion in targeted media based on audience guarantees in time for the 2017-2018 upfront. Although that figure only represents about 17% of the estimated $6 billion NBC transacted through advance commitments last year, it’s […]

  • OPINION: On TV & Video

    How Roku’s Open-Platform Approach Fuels A $100M Media And Ads Business

    BY //

    Roku generated nearly $400 million in 2016 revenue, mostly from standard hardware sales around its devices. But $100 million of its revenue was attributed to Roku’s media licensing and advertising businesses, which are expected to be its biggest growth drivers. The real MVP of Roku’s media and licensing segment may be the set-top box manufacturer’s […]

  • Ad Exchange News

    Can YouTube TV Take Off?

    BY //

    Google revealed Tuesday that it would introduce a $35-per-month, ad-supported streaming service called YouTube TV, but will it take off with content owners and advertisers? Google has a good chance of success if it gets enough subscriptions to rival traditional pay TV networks plagued by cord-cutting, sources say. But that shouldn’t be a tall order […]

  • Ad Exchange News

    Dentsu Experiments With Connected TV Measurement

    BY //

    The Dentsu Aegis Network is testing a cross-screen measurement system developed by video platform YuMe, released Wednesday, which maps connected TV (CTV) IDs to Nielsen panels. The system gives TV planners access to audience measurement based on demographic breakouts across multiple app publishers through a partnership with Nielsen. Dentsu’s digital video investment team wants a […]

  • Ad Exchange News

    Univision Test Drives Server-Side Header Bidding, Aims For More Video And In-App Ads

    BY //

    Spanish-language broadcaster Univision’s media sales arm has been busy the past six months. In addition to packaging Univision Digital inventory more holistically with sister portfolio properties like The Root, Fusion and The Onion, Univision has tweaked its programmatic stack on the back end. That overhaul is one of the agenda items for Dave Katz, who joined Univision […]

  • Ad Exchange News

    ComScore CEO 'Disappointed' With VCE Performance

    BY //

    ComScore had a rough go of it in 2016, with fierce competition from Nielsen and other media validation companies, culminating in its delisting from the Nasdaq this month. But CEO Gian Fulgoni also expressed disappointment with the performance of comScore’s digital ad measurement tool, Validated Campaign Essentials (vCE), during a corporate update on Friday. Though […]

  • Data

    Gracenote Unifies A Database To Help Media Companies Harness The Power Of Metadata

    BY //

    Gracenote on Thursday rolled out its first update under new owner Nielsen, which bought it for $560 million in December. The offering is an entertainment database that combines its video, music and sports metadata offerings. The company is betting metadata will play a larger part in media monetization. Gracenote tags the programming content it tracks […]

  • Ad Exchange News

    Criteo’s Hooklogic Acquisition Helps Revenue Pop 37% YoY

    BY //

    Criteo closed 2016 on a high note. FY 2016 revenue was up 37% to $730 million, excluding traffic acquisition costs. Criteo’s cash flow for the fiscal year also increased 16% to $159 million. The company credits two new products – Predictive Search and Criteo Sponsored Products (formerly Hooklogic, which Criteo acquired for $250 million in […]

  • Ad Exchange News

    MRC To Audit YouTube’s Third-Party Measurement Partners

    BY //

    The Media Rating Council (MRC) will audit YouTube’s third-party measurement partners, Moat, Integral Ad Science and DoubleVerify, Google revealed Tuesday in a blog post. While the MRC has audited several parts of Google’s ad-serving and search functions for years, YouTube wasn’t historically included, said George Ivie, the council’s CEO: “This will be a first-time audit […]

  • Ad Exchange News

    Verizon-Yahoo Lives! Here's Why The Deal's Architects Remain Enthused

    BY //

    The Verizon-Yahoo marriage is still on and will close “as soon as practicable” in Q2, the companies announced Tuesday. The companies have jointly amended the terms of their purchase agreement by $350 million, shaving 7% off Yahoo’s original sticker price of $4.8 billion. The agreement puts an end to a monthslong game of “Will they, […]

  • Digital TV and Video

    Comcast Helps Ad-Supported Publishers Compete In A Video Subscription World

    BY //

    Complementing Comcast’s massive cable footprint is a 750-person technology solutions group, comprised mostly of engineers who build video products for publishers and advertisers. “We’re mostly focusing on video technology solutions that help customers improve how their video operations run,” said Barry Tishgart, VP of Comcast Technology Solutions, a division of Comcast Cable. Projects include powering video-on-demand […]

  • Agencies

    The Bulk Of Time And Dollars Spent Aren’t Going To Traditional TV Anymore

    BY //

    Erica Schmidt, managing director of North America for Cadreon, will speak about the state of programmatic and advanced TV at Programmatic IO on April 5 in San Francisco. The times, they are a-changing for traditional TV planners. Advertisers and agencies increasingly expect to buy TV, over-the-top (OTT) and mobile on a converged basis. And many want to […]

  • Digital TV and Video

    GroupM’s Rino Scanzoni Calls For Better Cross-Platform Metrics

    BY //

    TV viewership is fragmenting faster than the advertising industry’s ability to adapt to it all. And advertisers bracing for the 2017 upfront season aren’t entirely satisfied with the big measurement companies. Consider Nielsen’s delayed Total Content Ratings product and comScore’s accounting snafu and anticipated delisting. “People are in dispute about what the measurement process should be,” […]

  • OPINION: On TV & Video

    Branded Entertainment Network, Backed By Bill Gates, Bets Big On TV Product Placement 2.0

    BY //

    Product placements aren’t new, but with the rise of subscription video-on-demand (SVOD) services – and a reduction in cable networks’ commercial loads – branded TV content is primed to take off. That said, it’s hard to credit a sale of a bucket of KFC chicken to Jimmy Kimmel peddling it on his late-night show, so one company […]

  • Digital TV and Video

    Clorox Taps Simulmedia And IRI To Determine How TV Drives Sales

    BY //

    Simulmedia has sweetened its targeting capabilities for TV buyers. Through a strategic deal with consumer market research and retail analytics firm IRI, revealed Wednesday, marketers can now target their linear TV ads based on predictive purchase segments called IRI ProScores. These segments determine consumers’ likelihood to purchase based on different propensities. This is the first […]

  • Advertiser

    How Conagra Kicks Low-Quality Impressions To The Curb

    BY //

    Conagra, which owns brands like Chef Boyardee and Orville Redenbacher’s, is no newbie at negotiating for better ad quality. In 2014, it started using comScore’s digital ad effectiveness tools to negotiate delivery guarantees with publishers to ensure display inventory was in view and seen by humans. But ConAgra wants both publishers and advertisers to work […]

  • Ecommerce

    Coupons.com Parent Quotient Places Bets On Programmatic Shopper Media

    BY //

    Quotient, which originated as the consumer-facing Coupons.com in the late ’90s, is pushing deeper into programmatic media. The company has launched the Quotient Media Exchange (QMX), a digital media platform that lets CPG and retailer advertisers target ads across Quotient’s publisher network, including Coupons.com, Facebook and other third-party retail partner sites. Another day, another programmatic […]

  • Digital TV and Video

    Tremor Video CEO Bill Day Resigns, Former Bloomberg CRO Paul Caine Steps In As Interim CEO

    BY //

    Veteran Tremor Video CEO Bill Day has resigned, effective immediately, and will serve as a special adviser to the company through June. Paul Caine, the non-executive board chairman for Tremor since 2014 and former Bloomberg Media CRO, will step in as interim CEO and lead the search for a permanent replacement, the company said Thursday. […]

  • Digital Marketing

    Citibank Urges Agencies To Do More About Data Quality

    BY //

    Direct mail has always performed well for Citibank. But like most advertisers, if the company wants to push more dollars into digital, top brass expects marketing to prove the impact on short-term revenue growth. With digital, it can be technically easier to prove – in near real time – what drove a conversion rather than […]

  • Ad Exchange News

    Hootsuite Buys Facebook Ads Manager AdEspresso, Rolls Out Self-Serve Platform

    BY //

    Hootsuite aims to prove it’s not just your average social media management dashboard. The company – which was founded in 2008, the heyday of companies seeking to tame the social fire hose – revealed Tuesday it had acquired AdEspresso, a Facebook and Instagram ads platform, for an undisclosed amount. Hootsuite will roll out an enterprise […]

  • Ad Exchange News

    Coincidence Or Content Marketing? Minutes After Nat Geo Aired Its Super Bowl Ad, ‘Einstein’ Alerts Graced Apple News

    BY //

    Five minutes after National Geographic aired its 60-second Super Bowl commercial teasing its new scripted series “Genius,” Apple News users got alerts for a Nat Geo article about Einstein’s love affair with his violin, Lina. The feature also had “Genius” trailers and the post-halftime Super Bowl spot – in which Einstein, depicted by Geoffrey Rush, […]

  • Digital Marketing

    Marketo CEO On The Company’s Plans To Take On Big Marketing Clouds

    BY //

    In his second week as Marketo’s CEO, Steve Lucas walked away from his first board meeting with a mandate from investors to hire 50 developers, add 100 more salespeople and to “go fast.” Marketo’s first order of business was to re-engineer its marketing automation software from the ground up – a continuing overhaul that includes […]

  • Advertiser

    H&R Block CMO On Broadcast TV, Watson And Which Metrics Matter Most

    BY //

    For the first time since 2009, H&R Block has bought a 60-second Super Bowl spot – just in time for tax prep. The big buy follows a soft 2016 tax season when tax returns filed using H&R Block’s service declined 4.5% due to competitors like Intuit’s TurboTax, which “took share from all major branded competitors,” […]

  • OPINION: On TV & Video

    Dow Jones Navigates Native Video

    BY //

    A year after launching a dedicated media unit, Dow Jones Media Group is doubling down on video and augmenting more native and outstream formats to combat a perennial problem: pre-roll scarcity. “Like many publishers, we see huge demand for video and wish we had more inventory we could sell,” said David Minkin, who joined Dow […]

  • Advertiser

    How Pizza Hut Bakes A Multiscreen Super Bowl Strategy

    BY //

    Pizza Hut set a record during last year’s Super Bowl when it sold $12 million worth of pizza through digital channels. This year, it hopes to set a new one by doubling down on traditional and digital media – early and often. “People are thinking about what they’re doing for Super Bowl Sunday earlier now,” said […]

  • Digital TV and Video

    After The Gannett Spinoff, Tegna Builds Up Its OTT Ads Business

    BY //

    After Tegna spun off its broadcast and digital media business from Gannett in 2015, it built a managed services unit called Premion, focused on over-the-top advertising in regional and local markets. Premion initially used Tegna’s 700-person sales force but is now bulking up with dedicated sales staff. “We just brought on a regional sales director […]

  • Digital TV and Video

    What Would A Verizon-Charter Merger Mean For Addressable TV?

    BY //

    More telecom-media merger mania! Verizon is considering a merger with cable company Charter Communications, according to The Wall Street Journal, just months after AT&T revealed its intent to acquire Time Warner for $85.4 billion. If Verizon and Charter combine, the magnitude would be massive in terms of infrastructure and audience scale, as well as in […]

  • Ad Exchange News

    What Google’s Removal Of Third-Party Pixels On YouTube Means For Marketers

    BY //

    As the United States ushered in its 45th president on Friday, Google quietly ushered in a number of updates to its ad platforms. But it was Google’s reduction of third-party cookies and pixels on YouTube, as well as the release of a cloud-based YouTube measurement system called Google Ads Data Hub, that had industry insiders […]

  • Digital TV and Video

    Magna Brings Audience Segments To Roku As Agency Doubles Its Investment

    BY //

    IPG Mediabrands’ investment arm, Magna, revealed on Wednesday it is doubling its investment in over-the-top (OTT) TV provider Roku. It declined to name specifics but noted the deal has multiple implications for inventory rates and pricing, third-party research and data. Magna is forming a private deal with Roku to allow more precise targeting between the agency’s […]

  • Digital TV and Video

    How Tubi TV Plans To Take On The AVOD Market

    BY //

    Tubi TV knows that not everyone wants to pay for premium content. “We see a strong desire among viewers who want free content, whether they’re viewers in search of value or subscription viewers who can’t find the content they want on their SVOD [subscription video on demand] service,” said Thomas Ahn Hicks, co-founder and head […]

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