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

  • Ecommerce

    Pepperjam and Magento Meet Again As Performance Marketing And Ecommerce Merge

    BY //

    EBay Enterprise alumni unite! When paid search and affiliate network Pepperjam and ecommerce platform Magento partnered in early November, it marked the reunification of two companies from eBay’s now-discontinued eBay Enterprise Marketing business. After the spinoff from eBay, Pepperjam and Magento were each reclaimed by their original owners to operate as standalone entities. “I had […]

  • OPINION: On TV & Video

    Two Former Cablevision Execs Hope To Take Local TV Targeting Tactics National

    BY //

    Two former Cablevision execs – former COO Kristin Dolan and former media sales President Ben Tatta – are bringing their experience in local TV advertising to the national level. The two formed an audience measurement and analytics firm called 605 earlier this month through an acquisition of Analytics Media Group (AMG), the data and analytics […]

  • Digital TV and Video

    AT&T Improves Its Addressable TV Chops With Invidi Investment

    BY //

    AT&T now has controlling interest in addressable TV platform Invidi, following an investment the telco giant revealed Monday. The exact amount was undisclosed. Prior investor WPP and Dish Network also participated. Although Invidi will remain independent, AT&T, Dish and WPP have collective ownership. An AT&T spokesperson said the telco sees “opportunity for continued expansion in […]

  • Ad Exchange News

    Google Pushes Programmatic Guaranteed And Here's How It Works

    BY //

    Since launching “programmatic guaranteed” at the 2015 DoubleClick Leadership summit, Google says demand for programmatic execution of direct deals has skyrocketed. In the last 10 months alone it has quadrupled the number of video impressions served on a programmatic guaranteed basis. More recently, it opened this mode of buying to a wider set of customers, […]

  • Ad Exchange News

    MediaMath Builds On Its DMP

    BY //

    MediaMath is talking up its data management capabilities. The company has rolled out a tool called Adaptive Segments, which lets a marketer gauge the performance of an audience and media placement before an ad runs. The enhancement come on the heels of Salesforce’s $700 million agreement to buy data management platform Krux, an indication that […]

  • Advertiser

    Xerox CMO: B2B Marketing Is Becoming More Persona-Driven

    BY //

    At 110 years old, Xerox is the epitome of a legacy B2B business. But as Xerox prepares to spin off its $7 billion business process services arm into a standalone company called Conduent in January, it is borrowing more B2C tactics as it seeks to differentiate both of its brands. “We’re doing a lot of […]

  • Ad Exchange News

    Google Expands Third-Party DSP Access To Programmatic Guaranteed, Ramps Up Native Video

    BY //

    Google is sticking with the script of “openness” in its publisher roadmap, citing a flurry of product updates designed to maximize publisher revenue, access to inventory and the user experience on mobile. There is an uptick in publishers, including USA Today Network, The New York Times and Time Inc., that are structuring direct deals programmatically, Google […]

  • Investment

    Adobe Aims For More Media Execution With TubeMogul Acquisition

    BY //

    Adobe’s $540 million acquisition of TubeMogul this week was a bet on more automation and addressability in TV. In addition, the deal gives Adobe Marketing Cloud – which is known for its strength in site analytics and creative – the ability to do more cross-screen media execution. TubeMogul has shown consistent growth quarter after quarter, following […]

  • Platforms

    Adobe To Acquire Video DSP TubeMogul For $540M

    BY //

    Adobe will acquire the video demand-side platform TubeMogul for $540 million in debt and cash, the companies said Thursday. [Here’s the deal release.] The deal gives Adobe a sophisticated DSP capability for the first time. Though Adobe had display and search-buying capabilities via the Efficient Frontier acquisition (now Media Optimizer), Adobe has never been lauded […]

  • OPINION: On TV & Video

    Kantar Media Advances Its Cross-Media Nielsen Alternative

    BY //

    Kantar Media, long considered a rival to Nielsen’s mainstay TV measurement business internationally, is restructuring the way it goes to market. Although Kantar Media previously operated as one of 12 distinct brands within the Kantar Group, sometimes there was a lack of visibility between different brands. “We’ve had a very strange organizational structure,” admits Andy Brown, chairman and […]

  • Investment

    TubeMogul Revs Up Non-Desktop Revenue, Sees More ‘Consolidated’ Buys In Q3

    BY //

    After an uncharacteristically quaky second quarter that led TubeMogul to lower its guidance amid mobile measurability challenges, market dynamics may be on the upswing. TubeMogul’s total Q3 revenue reached $56.1 million, up 21% year over year, despite a slow ramp-up in mobile video demand due to what the company claimed was a lack of comprehensive […]

  • Ad Exchange News

    LinkedIn Makes More Native Ad Formats Self-Serve

    BY //

    LinkedIn is going all-in on automation – promising to activate all display ads programmatically starting in 2017. In the meantime, it is expanding the number of native ad units that are available in a self-serve capacity. While advertisers could previously buy Sponsored Updates and text ads via LinkedIn’s self-serve campaign manager, they now can buy […]

  • Ecommerce

    Boxed Is Latest Ecommerce Brand To Promise Better Data To CPG Suppliers

    BY //

    Boxed, a bulk shopping startup that competes with Costco and Sam’s Club, wants to woo a younger demographic of shoppers to its version of the wholesale club. The three-year-old company is on a hiring spree and expects revenues to exceed $100 million this year. Now Boxed is dabbling in brand marketing for the first time […]

  • Advertiser

    Hotels.com Measures The Ways And Means Of Attribution

    BY //

    Statisticians know that correlation does not imply causation – so, applying that same logic to advertising, a consumer who saw an ad and converted could have already been predisposed to purchase. One big issue with attribution, as it exists today, is that many marketers still rely on last-touch. Video also poses unique challenges, since brands […]

  • Investment

    Tremor Video Revenue Down Slightly In Q3, But Programmatic Spend Strong

    BY //

    Tremor Video’s Q3 revenue was down 1% YoY in Q3 to $41.3 million, a slight improvement over last quarter, when the company’s revenue tumbled 12% YoY. The company is break even in terms of cash flow. When asked about the revenue decreases last quarter, CEO Bill Day told AdExchanger: “We’ve said this since we went […]

  • Digital TV and Video

    Slate: There Are More Profitable Bodegas In NYC Than Profitable Media Companies

    BY //

    Publishers are under pressure to scale and monetize, but those business realities can dampen audience experience. When Slate’s president, Keith Hernandez, called out janky links from content recommendation engines earlier this week, he noted that while they drive revenue, it’s often at the expense of quality. Hernandez, who started at Slate a year ago after […]

  • Ad Exchange News

    Criteo Eyes Direct Hooks Into Publishers’ Header Bidding Containers

    BY //

    Criteo says it is beta testing a product that would allow it to directly integrate – and give it priority access – within publishers’ header bidding wrappers. Wrappers help publishers organize tags from multiple header bidding partners and are commonly billed as a way to manage latency and other complexities, like ensuring bid requests are properly […]

  • Digital TV and Video

    WideOrbit Aims To Build The DoubleClick Of Local Broadcast

    BY //

    WideOrbit considers itself the DoubleClick of local broadcast TV. “It’s the closest description to what we do,” said Eric Mathewson, WideOrbit’s CEO. “We’re the publisher ad server for TV stations.” WideOrbit supplies tools to local TV stations and broadcasters like Telemundo, Scripps, Sinclair, Meredith and Cox Media Group to help monetize and manage their yield. […]

  • Ad Exchange News

    Spongecell Raises $10.5M To Bring Creative And Media Closer Together

    BY //

    Tailoring individual messages to someone based on past behavior is easier said than done, since media and creative usually operate independently. Spongecell wants to fix some of the issues stymying dynamic creative optimization (DCO) at scale in the programmatic space, and has raised a $10.5 million growth round in combined debt and equity financing from […]

  • Digital TV and Video

    OTT Beats Mobile Video On Brand Lift In Hulu Ad Effectiveness Study

    BY //

    As it turns out, a smaller screen size may be more effective at driving purchase intent than larger devices in the living room. Hulu and Magna have released new data assessing the impact of video ad exposures in different channels on overall effectiveness. They found ads on over-the-top (OTT) devices aided the most in brand […]

  • Investment

    Neustar Marketing Revenue Up, But Below Expectations Due To MarketShare ‘Shortfalls’

    BY //

    Although Neustar’s marketing services division saw 54% Q3 revenue growth YoY to $63.3 million, CEO Lisa Hook noted Thursday that new client wins in its marketing analytics business, MarketShare, had fallen short. As a result, the company lowered MarketShare’s full-year revenue guidance for 2016 from $70 million to $55 million-$60 million. “Our overall results for […]

  • OPINION: On TV & Video

    CNN Curates A TV-To-Mobile Experience With The CNN MoneyStream App

    BY //

    CNN sees a future where brand activations include everything from linear TV to custom-built mobile apps. The Turner-owned broadcaster built an app for CNNMoney called CNNMoneyStream that allows users to follow and personalize a feed of companies, influencers, news and market data. CNN borrowed the concept from Turner sports property Bleacher Report. E*Trade, one of […]

  • Digital TV and Video

    Roku Signs On ComScore, Signaling Increased Buyer Demand For Diversified Video Metrics

    BY //

    Roku has added comScore’s validated Campaign Essentials (vCE) to its list of video measurement partners. Although Roku had embedded Nielsen Digital Ad Ratings directly into its operating system in 2015, its customers wanted to use the vCE currency for measuring OTT, said Scott Rosenberg, VP of advertising and audience development for Roku. “We’re not trying […]

  • Ad Exchange News

    Criteo Paves The Way For More Purchase Intent With Predictive Search

    BY //

    Just weeks after acquiring HookLogic for $250 million in an all-cash deal, Criteo is pushing into paid search. Criteo played primarily in performance display until now, but its Predictive Search product marks its first major move into a different part of the marketing funnel. It’s a $33.2 billion market that’s dominated by Google, whose Shopping […]

  • Advertiser

    To Dunkin’ Donuts, Media Is More Than Just New User Acquisition

    BY //

    Dunkin’ Donuts’ marketing might be known for big awareness campaigns like “America Runs On Dunkin” and “Keep On,” but the brand also breaks down media into smaller, product-specific activations. For instance, when Dunkin’ began serving cold-brew coffee this past summer, it let consumers unlock custom geofilters through a special code on Snapchat. “Coffee is such […]

  • Digital TV and Video

    Verizon Vs. AT&T: A Tale Of Two Telco Deals

    BY //

    To even the most casual observer, AT&T’s $85.4 billion bid for Time Warner appears to accelerate the multiyear land grab between telcos like Verizon and the media and ad tech hybrids like AOL. Although the deals have obvious similarities – both AT&T and Verizon are mobile carriers seeking to grow subscribers and diversify their infrastructure […]

  • Agencies

    Agency Reviews Cause Publicis Groupe To Feel The Pinch

    BY //

    Publicis Groupe’s organic growth rate was stagnant in the third quarter (up only 0.2%, a decrease from 0.7% growth in the same period last year), due to economic uncertainties related to the US election, Brexit and the surge of media reviews in 2015. Revenue for Q3 was 2.32 billion euros (or about $2.5 billion), down […]

  • Digital TV and Video

    USA Today Network Test Drives VR Ads With Toyota

    BY //

    Virtual reality is in its infancy, but USA Today Network thinks growing brand interest in 360-degree video will lead to greater VR adoption. The publisher network, which includes USA Today and 109 other Gannett-owned local media properties, on Thursday rolled out a weekly VR news series called “VRtually There.” YouTube has exclusive distribution rights to […]

  • Advertiser

    Reebok: A Brand Marketer Looks For Performance

    BY //

    Adidas-owned Reebok is in a unique position, both as a challenger to Nike and as a target of other challenger sports and apparel brands like Under Armour. As such, it invests heavily and consistently in content – despite its fluctuating ad spend over the years. Because content must generate larger, measurable performance results, Reebok bets the […]

  • Digital TV and Video

    Walmart’s TV-On-Demand Service Vudu Tries Out Ad-Supported Video

    BY //

    Walmart’s streaming movie and TV-on-demand service Vudu is rolling out free, ad-supported video. Vudu, which has been priced on a per-transaction, subscription-free basis (like iTunes), has debuted a video-on-demand service called Vudu Movies On Us. Vudu is using Telstra’s video platform subsidiary, Ooyala, to manage video ad delivery and monetization for the service, which has […]

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