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

  • Advertiser

    Ford Denmark Connects Dealer Visits To Digital KPIs

    BY //

    Retargeting can be more complicated for auto advertisers than for their counterparts in consumer packaged goods or retail. “In the old days, retargeting campaigns gave us a giant boost to our [digital] KPIs,” said Tom Maxmølris, marketing operations manager for Ford Denmark. But that was because Ford Denmark focused on “click to act” campaigns, which strengthened […]

  • Digital TV and Video

    Zenith: Advertisers Will Pay Big Bucks For Premium Video, But Screen Size Matters

    BY //

    Advertisers are willing to pay a “substantial premium” on nonmobile video ads, according to a ZenithOptimedia video ad spend forecast issued Monday. Despite the fact that more consumers watch video on their mobile devices, video ad spend hasn’t grown with quite the same gusto. “Mobile is the dominant platform for consumption, but it won’t become the […]

  • Ecommerce

    Mastercard Hopes To One-Up Apple Pay By Hooking Into Retail And Chat Apps

    BY //

    Less card. More connected commerce. That’s Mastercard’s new mantra as it paves the way for payments in an IoT environment. While IoT commerce might mean consumers buy en masse from their connected fridge one day, Mastercard is starting from a more tangible place, helping brands like JetBlue test bookings in chat apps like Facebook Messenger. […]

  • Digital TV and Video

    Google’s Programmatic Video Biz Is Growing Like A Weed

    BY //

    Google’s programmatic video revenues are growing fast, thanks in part to its decision to turn on exchange-based monetization of YouTube’s TrueView ad formats. Just how fast they’re growing can be seen in figures obtained by AdExchanger as well as in data released by Google directly. Google claims programmatic buying on YouTube via its demand-side platform, […]

  • Ad Exchange News

    Google Tweaks Shopping And Travel Ads To Spur Price Alerts, Product Relevancy

    BY //

    Google debuted a number of shopping and travel ad products on Tuesday, including dynamic price alerts for flights based on Google search queries. But first, YouTube. When Google rolled out TrueView for shopping last spring on YouTube, it claimed the units generated three times the revenue of standard TrueView video ads – and the volume […]

  • Digital TV and Video

    TiVo And Cadent Dish Up Linear TV Audience Data Beyond Network Walls

    BY //

    Cadent, a media network and data platform for pay TV providers, has rolled out a TV targeting tool that taps into TiVo’s data sets. Available initially as a managed service, the product is Cadent’s first since its acquisition last August of addressable and video on-demand ad platform BlackArrow. GroupM’s advanced TV specialist Modi Media is the first […]

  • Digital TV and Video

    Warner Brothers Says Creative And Performance Need To Come Together

    BY //

    Marketing a major motion picture is a complex affair for all stakeholders involved, including the studio’s internal teams, media agencies and relationships with filmmakers and talent. And studios like Warner Bros. Pictures have to think well beyond the movie’s run in the theater. “You want to capture all the data around what people are talking […]

  • Digital TV and Video

    Google’s Acquisition Of Anvato Boosts Ad Delivery, Averts Ad Blockers

    BY //

    Google’s acquisition of cloud video platform Anvato late Thursday gives the search giant serious skin in server-side ad stitching. While Anvato provides video editing and file encoding tools, it also ensures content and dynamically inserted ads are delivered properly. So if a broadcaster wishes to stream content simultaneously to Roku, Amazon Fire and iOS and […]

  • Investment

    Mediaocean Sets Sights On The TV Sell Side By Acquiring Invision

    BY //

    Mediaocean has acquired Invision, a software company that helps broadcasters and major media companies manage sales workflow. The financial terms of the deal, announced Thursday, were undisclosed and Mediaocean expects to add 100-plus employees as a result of the transaction. This deal represents Mediaocean’s first serious foray into sell-side tools, since it had previously focused […]

  • OPINION: On TV & Video

    After Its Programmatic Pilot, Dish Pursues More Data Matching

    BY //

    Satellite TV provider Dish Network is exploring more ways to match marketers’ first-party data with its own window into TV viewership following the launch of its programmatic exchange last fall. Dish already offered access to 82 segments, like age, sex, income and a plethora of propensities, such as the likelihood of a household to watch […]

  • Advertiser

    German Rental Car Giant Sixt Steers Into US Markets Via Facebook Video

    BY //

    When brands think about video advertising, sequential retargeting isn’t always top of mind. But multinational rental-car company Sixt, in its bid to capture more share in the US market (it has 50 stations across the US, after opening its first in Florida in 2011), is test-driving Facebook video coupled with expanded Custom Audiences to improve […]

  • Digital TV and Video

    Could TV Upfronts Strength Hamper Programmatic Progress?

    BY //

    With major upfront negotiations winding down, Fox, NBC and ABC hope to emulate CBS’ strong showing, which reportedly saw CPM hikes in the low double digits and about 5% higher sales volume. Networks have the leverage this year to command higher prices because of the present scarcity, say buyers. National TV networks reported 19% more revenue […]

  • Digital TV and Video

    Woven Digital Raises $18.5M From WPP Ventures To Bring ‘TV-Quality Content’ For Guys To The Web

    BY //

    Another day, another digital media investment. This time, it’s Woven Digital – parent publisher to guy-oriented properties BroBible, Uproxx and HitFix. The company raised $18.5 million from WPP Ventures, money it will use to expand video production and content around verticals like sports, tech and gaming. Woven Digital got its start six years ago as […]

  • Ad Exchange News

    Dun & Bradstreet Aims To Be The De Facto B2B Data Shop

    BY //

    Microsoft, which spent $26 billion on LinkedIn, isn’t the only company betting big on B2B data. Business database Dun & Bradstreet (D&B) also placed wagers over the past year by striking 16 strategic deals with publishers, agency trading desks and vendors like LiveRamp, Xaxis and Adobe. Despite being known for its commercial credit listings and […]

  • Digital TV and Video

    Programmatic TV Spend Hits A Growth Spurt, But Remains A Small Fraction Of Total TV Share (For Now)

    BY //

    Programmatic TV will grow but remain a fraction of overall TV spend through 2017, according to eMarketer’s first forecast on the nascent space, released Tuesday. Spend on programmatic TV, which eMarketer defined as the automated process for buying television ads through cable, satellite or broadcast networks, is expected to more than double to $2.16 billion […]

  • Ad Exchange News

    As Its Display Business Dwindles, LinkedIn Opens Its Programmatic Pipes

    BY //

    LinkedIn is launching more programmatic buying access to its historically walled arsenal of B2B inventory, just two weeks after Microsoft acquired it. Tuesday’s launch of programmatic display opens RTB access to all major demand side platforms and agency trading desks. Advertisers can either buy LinkedIn display ad inventory via the open exchange or through LinkedIn Private Auctions. The […]

  • Publishers

    How Someecards Turns Off-Kilter E-Cards Into Branded Content

    BY //

    How do you crush it with organic views and shares in a sea of paid content? Raw humor and parody seem to be doing the trick for Someecards, the e-card site founded by former MRM and Avenue A/Razorfish creative VPs in 2007. As the self-described antithesis of the Hallmark greeting card, Someecards started out creating […]

  • Ad Exchange News

    BitTorrent Courts Brands And Creators With New Ad-Supported Streaming Service

    BY //

    “BitTorrent” and “ads” are not two words you expect to see together, but the peer-to-peer file sharing service wants to prove it’s more than just a conduit for pirated content. On Thursday, BitTorrent rolled out a streaming service for Android, iOS and (soon-to-come) Apple TV apps called BitTorrent Now that’s like a cross between YouTube […]

  • Digital TV and Video

    Outstream Video Faces Trackability Challenges

    BY //

    Buyers have decidedly mixed feelings about outstream video. Outstream formats are generally billed as a highly viewable alternative to scarce pre-roll because they’re embedded natively within article text and only play with the sound on when a consumer scrolls over. But some say outstream formats are difficult to discover within the exchange environment and, unsurprisingly, […]

  • OPINION: On TV & Video

    Scripps Video Network Newsy Presses Play On PMPs

    BY //

    A year ago, E.W. Scripps–owned video network Newsy was predominantly a desktop-focused site. A lot has changed for the publisher, whose 55-person editorial team endeavors to put its own spin on the stories of the day across verticals, from global news and policy to culture and entertainment. Newsy is now on pace to hit one […]

  • Investment

    Parsec Raises $1.5M To Accelerate Attention-Based Ad Metrics

    BY //

    Parsec, an ad network that creates what it calls “politely interruptive” ad experiences, raised $1.5 million in seed funding on Wednesday from a slew of big-name backers in the ad space. Some of those investors include Jonah Goodhart, the CEO of Moat, who made his contribution by way of early stage capital investor group WGI; […]

  • Advertiser

    Lyft Backs ‘High-Profile Moments With Hard-Working Impressions’

    BY //

    On the heels of Lyft’s first national TV spot that aired this spring, the ride-sharing app’s advertising efforts are still in overdrive. As a challenger to Uber, Lyft seeks to convert willing drivers and passengers in less-penetrated markets for the brand, such as New York, by combining big brand activations (TV and out-of-home) with smaller […]

  • Advertiser

    How Custom Menswear Startup Indochino Tailors Omnichannel Experience

    BY //

    For Vancouver, Canada-based Indochino, a purveyor of made-to-measure suits and apparel, omnichannel retail is an ongoing journey. Most retailers begin with brick and mortar and expand into ecommerce. Indochino took the opposite approach. Similar to Warby Parker, the company combines online customization with offline service. Customers pre-select lining, fabric and lapels online. After assessing a […]

  • Ad Exchange News

    CEO Shift At AudienceScience As Company Aims For Global Growth

    BY //

    P&G’s programmatic buying platform AudienceScience has a new CEO. Company Chairman Bill Gossman will assume the role, effective immediately, and former head Mike Peralta will become chief strategy officer. AudienceScience also made two other executive hires: David De Simone, who will serve as COO, and Patrick Reilly, its VP of enterprise sales. “We’ve gotten to […]

  • Digital TV and Video

    Samsung To Acquire Canadian DSP And Ad Server AdGear

    BY //

    Looks like Samsung has joined the TV race for ad tech. The electronics manufacturer has confirmed its acquisition of AdGear, a Canadian demand-side platform and ad server with roots in agency-serving tools. “Samsung has acquired Quebec-based AdGear Technologies Inc., a leading digital advertising technology company that provides software and services to media agencies, publishers and […]

  • Digital TV and Video

    Broadcaster Data Boosts Targeting, But Buyers Need Comparable Metrics

    BY //

    With TV upfront negotiations underway, digital tactics are wielding more influence as networks court buyers with cross-platform guarantees and enhanced data products. “You can still invest client dollars in proven media, but upfronts are now about online video partnerships you can make long-term investments in,” said Maureen Bosetti, the chief investment officer for Interpublic Group’s […]

  • Ecommerce

    The Return Of Groupon (And Its Ad Spend)

    BY //

    Groupon is trying to evolve from an aggregator of merchant discounts to a destination designed for “local discovery.” Rather than asking consumers to redeem a discount via a single daily email, Groupon wants to weave its service more broadly into the fiber of local commerce – whether that’s facilitating merchant payments or surfacing active deals […]

  • Ad Exchange News

    Microsoft's $26.2B LinkedIn Buy Brings Massive B2B Data Set And Mobile Identity

    BY //

    Updated with details from the Microsoft/LinkedIn investor call. Microsoft’s surprise $26.2 billion deal to acquire LinkedIn, among the largest digital technology acquisitions ever if it goes through, has the potential to transform the competitive dynamics in the CRM software industry. It also holds the promise of rebirth for Microsoft’s moribund, outsourced digital advertising business, via […]

  • Agencies

    After The ANA Storm, Agency Trading Desks Invite Scrutiny

    BY //

    While it’s still too early to assess the repercussions of the Association of National Advertisers’ (ANA) media transparency report issued Tuesday, industry analysts expect the dynamics between advertisers and their programmatic trading desks to bear the burden of the impact. Though the 62-page report didn’t name names, it cited instances of non-transparent practices among agency […]

  • OPINION: On TV & Video

    Ellen Digital Network Eyes New Native Ad Experiences As TV Audiences Move Multiplatform

    BY //

    Kim Kardashian and pop star Taylor Swift are the only people with more social followers than Ellen DeGeneres. The popular talk show host’s brand transcends demographics and geographies, which has spurred a deeper shift into digital despite Ellen’s TV ratings strength. In May, Ellen Digital Ventures and Warner Bros. Television launched the Ellen Digital Network […]

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