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

    Turner: Programmatic Has The Highest ROI When It Has A Built-In Measurement Loop

    BY //

    Turner will speak at AdExchanger’s PROGRAMMATIC I/O Conference in New York on Oct. 27. Turner took a bold position when it promised that by 2020 more than 50% of its inventory would be transacted against audience guarantees. Since then, CNN, TNT and TruTV’s parent broadcaster has grown its data management and marketing services business, to […]

  • Ad Exchange News

    SAP: If You Acquire Just To Fill A Tech Gap, You Become A Commodity

    BY //

    When SAP first dove into ad tech, it was under the guise of a standalone incubator – an “intrapreneurship,” as the company calls it – called SAP Exchange Media (XM). The launch raised questions about where ad tech fit within SAP’s broader stack. SAP’s commerce and marketing prowess has historically fallen under the SAP Hybris portfolio […]

  • Data

    Beyond Paid Media: Weather Co. Rolls Out Journey FX Data Offering With A Boost From IBM

    BY //

    The Weather Co. is no novice at linking weather patterns to consumer actions like in-store purchases, but IBM is giving it some more juice. The Weather Co. rolled out a tool called Journey FX on Thursday. The platform aims to help marketers move beyond one-off media buys to target more predictively against weather attributes and […]

  • OPINION: On TV & Video

    AT&T Sees A Future At The Intersection Of Cross-Screen And Addressable TV

    BY //

    AT&T, which completed a $49 billion merger with DirecTV last July, is relatively behind competitive carrier Verizon in acquiring (or building) an ad stack and monetizing its mobile data set. AT&T has been largely silent on the mobile data front following its shift away from building a mobile ad network in 2013 in order to prioritize […]

  • Digital Marketing

    Latest Forrester Wave Marries Marketing Mix Modeling And Multitouch Attribution

    BY //

    Like the measurement industry it tracks, Forrester’s Cross-Channel Attribution Wave has evolved. Now dubbed the Marketing Measurement and Optimization Solutions Wave, Forrester noted a migration toward more unified measurement in its latest edition, released Tuesday. “Several tried-and-true approaches to measuring marketing effectiveness served their purpose for a long period of time,” said Tina Moffett, a […]

  • Advertiser

    Belkin CMO: ‘There’s No Offline Or Online. Just Marketing.’

    BY //

    Sometimes good marketing means less marketing, according to Belkin CMO Kieran Hannon. “Wherever we’re able to provide a superior experience backed by data, we do,” said Kieran Hannon, CMO for Belkin. “Otherwise, we’re more about minimizing our interaction with people so they can get on with what they need to do.” Each of Belkin’s three […]

  • Agencies

    Programmatic Mechanics Aims To Build A Different Breed Of Trading Desk

    BY //

    The ANA’s recent media transparency probe alleged certain opaque practices and pricing models among holding company trading desks that didn’t always align with the best interest of clients. Programmatic Mechanics thinks it’s in a good position to change some of those perceptions, given its independent status. “We don’t have to be concerned about hitting corporate sales targets […]

  • Data

    After The Krux Sale, Do Indie DMPs Still Have A Place?

    BY //

    Now that Salesforce has agreed to buy Krux for an estimated $700 million, which standalone data management platforms are left? And is there still a market for independent DMPs, given the trend toward integrated marketing tech stacks and the high cost of maintaining data infrastructure? To answer those questions, it’s important first to define terms, […]

  • Digital TV and Video

    Roku Greases The Wheels For Media Companies To Put TV-Style Apps (And Ads) On Its Platform

    BY //

    At 10 million active accounts strong, Roku is turning to media companies to improve the quality of its streams and ramp up ad monetization. Wednesday’s rollout of Roku Direct Publisher allows content owners like Rolling Stone, UPROXX and the Scripps-owned satirical publisher Cracked to develop and distribute video via Roku apps. The tool is also […]

  • Investment

    Criteo To Acquire HookLogic For $250M In Push For Full Commerce Stack

    BY //

    French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers. The deal, a $250 million all-cash transaction, gives Criteo a brand new set of customers – including CPG advertisers like Clorox and Kraft. HookLogic’s performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product […]

  • Digital TV and Video

    Behind Samsung’s Burgeoning Addressable TV Ads Business

    BY //

    Samsung is quietly briefing agencies and media partners about an addressable TV ad product that uses smart-TV data to target ads across linear broadcasts, according to AdExchanger sources. Samsung’s scale includes 20 million Samsung smart TVs in the US and 50 million globally, and sources say the electronics manufacturer is beginning to activate and monetize […]

  • Agencies

    Senior Execs Exit Varick Media Amid MDC Media Partners Transition

    BY //

    MDC Partners’ trading desk Varick Media has witnessed an exodus of numerous senior executives on the road to a new organizational hierarchy, first laid out in 2014. Many have recently left the trading desk – or transferred to sister agencies – as the holding company centralized Varick’s operations (and moves to offices housing the agency Assembly by the […]

  • OPINION: On TV & Video

    German Broadcaster ProSieben Eyes Deeper Addressable TV Targeting

    BY //

    ProSieben, one of Germany’s biggest broadcasters, is expanding its programmatic TV footprint in a market that’s both vibrant and uniquely challenging. Because Germany is so decentralized – it is characterized by numerous regions but lacks a local TV presence – broadcasters wield more control over their end inventory. As a result, they’re typically able to […]

  • Ad Exchange News

    AOL’s Sales Chief: Ad Dollars Are Coming Back To Content

    BY //

    There’s no splashy programmatic AOL upfront at this year’s Advertising Week. Instead, the company is addressing more serious matters – like the state of integration with Yahoo amid a data breach. AOL’s senior execs are also talking up consumer-driven content and innovative ad formats. “We had this giant emphasis on algorithmically driven media over the […]

  • Investment

    Beckon Snags $10M, Hopes To Make Marketing Data More Open

    BY //

    Cross-channel marketing intelligence platform Beckon has raised $10 million in a Series C round led by Venrock and other investors. Beckon had previously raised $23 million over the course of its five-year life span. The company will put the latest injection toward product development and staffing up on sales, marketing and engineering talent. Beckon was […]

  • Advertiser

    Celestial Seasonings Invests In Paid Media To Shift Tea Sentiment

    BY //

    When Celestial Seasonings first redesigned its iconic packaging last summer to attract more millennial tea drinkers, it didn’t go over well. Although the Boulder, Colo.-based tea brand had invested in promotional and brand marketing to reinforce its new brand look, loyal customers weren’t having it. After engaging in consumer studies – and gathering consumer feedback […]

  • Ad Exchange News

    Rik van der Kooi On Microsoft’s Shifting Sales Structure, LinkedIn Data And Its Approach To AI

    BY //

    Microsoft underwent big shifts in its platforms and ads business in the last year, first when it shook up its sales structure by outsourcing its direct order business to AOL and again, when it dropped $26.2 billion on LinkedIn. And now, Microsoft is eyeing artificial intelligence. It recently bought messaging app developer Wand Labs to beta test intelligent chat […]

  • Agencies

    Beyond Media Impact, Zenith Emphasizes Business And Brand Value

    BY //

    Publicis-owned agency Zenith had many high-profile exits in the last year, like Julian Zilberbrand moving to Viacom and John Nitti going to Verizon, but the agency is doubling down on recruitment. Increasing competition from systems integrators and consultants like Deloitte and Accenture have forced Zenith to rethink its talent requirements. “We’re recruiting people who can […]

  • Platforms

    Oracle Marketing Cloud’s New Chief Emphasizes Integration, ROI

    BY //

    Six weeks ago, Laura Ipsen – a former Microsoft and Cisco exec – succeeded Kevin Akeroyd as SVP and GM of Oracle Marketing Cloud (OMC). Akeroyd, one of the original architects of the OMC business, had moved on to the CEO role at Cision. Ipsen – formerly an SVP of Oracle’s global industry solutions group […]

  • Ad Exchange News

    Jack Dorsey On Twitter TV Apps, And Its Monetization Difficulties

    BY //

    Twitter underscored its seriousness about live TV on Wednesday with the debut of an app for the Amazon Fire, Apple TV and Xbox One connected television devices. It also planned to host the first of 10 live-streamed NFL games on Thursday. “We’re resetting expectations around what Twitter is, which is to get news of what’s […]

  • OPINION: On TV & Video

    Quiznos Cooks Up In-Store Traffic With Mobile Video

    BY //

    Quiznos is working to connect the dots between digital ad exposures and store visitation. After emerging from bankruptcy in 2014, Quiznos reduced its brick-and-mortar presence. With fewer stores, each location had to work harder. So Quiznos changed its media mix to support its new retail footprint. Although television used to be a focal point for […]

  • Ad Exchange News

    DMEXCO: Google And AppNexus Refuse To Work With Adblock Plus

    BY //

    Google has severed its relationship with ComboTag, the Israeli startup that sourced buyers for Adblock Plus’ recently launched Acceptable Ads Platform. “We were just as surprised as you were and certainly don’t want to be in a business relationship that [supports this],” Google’s SVP of ads and commerce, Sridhar Ramaswamy, told reporters at DMEXCO in […]

  • Digital TV and Video

    Industry Trade Groups Turn Up The Volume On Digital Video Specs

    BY //

    Eight trade associations, including the Interactive Advertising Bureau (IAB) Tech Lab, the 4As and the Association of National Advertisers (ANA), have teamed up to develop cross-platform standards for video ad delivery. Their goal, according to Alanna Gombert, SVP of technology and ad operations for the IAB and GM of the IAB Tech Lab, is to […]

  • Digital TV and Video

    Teads Acquires Brainient To Boost Interactive Video

    BY //

    On the heels of raising $47 million last month, Teads has acquired the interactive video platform Brainient to further expand its video ad operation in the US, Europe and Asia. Although London-based Brainient is strongest in the UK, France and Nordic markets, its US ambitions made Teads a logical buyer. Terms of the deal were […]

  • Digital Marketing

    SessionM Raises $35M To Help Merge Marketing Automation With Mobile And Digital Media

    BY //

    Marketing platform SessionM raised $35 million in a strategic growth round led by new investor General Atlantic, with support from fellow newcomer Salesforce Ventures. The Series D raise, announced Thursday, brings SessionM’s total financing to $73.5 million. SessionM is a cloud-based system that blends data points from traditional channels like loyalty platforms and email with […]

  • Ad Exchange News

    LinkedIn (Finally) Rolls Out Conversion Tracking, A Precursor To Retargeting

    BY //

    LinkedIn has finally launched a feature that has been available to marketers on Facebook for three-plus years. The site rolled out conversion tracking for sponsored content and text ads on Thursday after a serious overhaul of its tech infrastructure. At its most basic level, the feature lets marketers determine if a user converted after clicking or viewing […]

  • Publishers

    About.com Pushes To Reinvent As A Vertical Publisher

    BY //

    About.com grew up during the big portal-publisher era that included Yahoo, MSN and AOL. Similar to those other Web 1.0 properties, About.com, too, was acquired – for nearly $300 million in 2012 by IAC – and forced to reinvent in the platform age of Facebook. After a complete site redesign two years ago, About.com is […]

  • Digital TV and Video

    Adobe Boosts Dynamic Ad Insertion Across Linear And OTT TV Streams

    BY //

    Dynamic ad insertion is technically easier on over-the-top (OTT) apps, but it’s less prevalent, at least at scale, in live TV and video on demand (VOD). To help answer that call, Adobe has enhanced its Primetime solution to enable dynamic ad insertion for live, linear TV streams. The solution already supports VOD and OTT devices. […]

  • OPINION: On TV & Video

    Measurement Contradictions Cloud The Cord-Cutting Picture

    BY //

    Consumers are subscribing to more streaming video-on-demand services these days, but “cord cutting” may not be as rampant as some would lead you to believe. Because cable networks measure audience viewership differently than certain Nielsen metrics, the contrast tends to create an apples-to-oranges scenario when tracking overall viewership. That’s why TV networks defend the claim […]

  • Digital TV and Video

    Video Analytics Startup Mux Raises $2.8M, Hopes To Make Video Streams More User-Friendly

    BY //

    Mux, a video analytics platform created by the co-founders of Zencoder, which sold to video player Brightcove in 2012, has raised $2.8 million in seed funding to give publishers more access to data about their video streams. Mux, which employs 10 people, will use the financing to grow headcount and for product engineering and research […]

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