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

    FOX’s True[X] Brings Engagement-Based Video Ads To Messaging App Kik

    BY //

    As more brands and publishers seek to reach millennial audiences, FOX’s video ad platform True[X] is eyeing tech like chat bots and messaging apps that are trendy with teens and 20-somethings. In a partnership with messaging app Kik, revealed Wednesday, True[X] will begin to integrate 15-second interactive video ads that allow Kik users to exchange […]

  • Digital TV and Video

    Canadian Broadcaster Bell Media Banks On Premium Programmatic

    BY //

    Bell Media, the broadcasting and radio subsidiary of Canadian communications company Bell Canada Enterprises (BCE), is bulking up on programmatic for its linear, streaming video and mobile platforms. Using Videology, Bell Media is building an audience indexing and delivery tool for advertisers to plan and execute cross-platform campaigns. The first phase of the integration will go […]

  • Digital TV and Video

    Young Hollywood Focuses On Video Ad Quality As It Ramps Up PMP Deals

    BY //

    Custom content was all the rage even as early as 2007, when entrepreneur and actor RJ Williams founded celebrity and lifestyle site Young Hollywood. The millennial-focused publisher claims it averages 150 million monthly video views across desktop, mobile, OTT and social today. Young Hollywood evolved from content partnerships with portals like AOL, Yahoo and YouTube, […]

  • Agencies

    How PwC Fuses Digital Into The Core Of Its Consulting Practice

    BY //

    Despite its tax and auditing acumen, PricewaterhouseCoopers (PwC) has 3,000 creatives, engineers, strategists and technologists dedicated to experience design and digital services that span ecom to cybersecurity. Like competing consultancies Deloitte Digital and Accenture Interactive, PwC Digital has grown both organically and through acquisition via its 2013 purchase of digital and creative consultancy, BGT, and […]

  • Digital Marketing

    Salesforce Goes On The Ecommerce Offensive With $2.8B Acquisition Of Demandware

    BY //

    Salesforce dropped $2.8 billion on ecommerce platform Demandware on Wednesday, which will underpin the creation of Salesforce’s latest business line: Commerce Cloud. The deal catapults Salesforce into the ecommerce space – a tech category largely dominated by enterprise competitors like SAP/hybris and IBM/WebSphere, though Salesforce first dabbled in ecommerce in 2012, when it acquired site […]

  • Investment

    PE Firm Vista Acquires Marketo For $1.8B, One Year After Nabbing Mediaocean

    BY //

    Marketing automation giant Marketo has been snapped up by a private equity buyer in a deal that values it among the top ad and marketing tech investments ever. Vista Equity Partners, which took a majority investment in agency billing and workflow software Mediaocean last June, agreed to acquire Marketo in a $1.79 billion all-cash deal. Upon […]

  • Digital TV and Video

    Modi: Connected TV Targeting Needs Improvement, But Measurement Is Making Strides

    BY //

    GroupM’s 25-person advanced TV team, Modi Media, is investing three times the amount it did in connected TV this year over last, driven mostly by exploding consumer demand and growth in media availability. To support its growing investment, Modi will use interactive video ad server Innovid to aggregate audience and measure ad views across 25 […]

  • OPINION: On TV & Video

    CafeMedia’s Millennial Lifestyle Site Revelist Revs Up Video Growth

    BY //

    While still in its infancy, CafeMedia’s three-month-old platform for millennial women, Revelist, is already exploring opportunities for further monetization. Now at 1 million monthly unique visitors and 76 million video views, the publisher, which embeds “body positivity” into all content across multiple verticals like beauty, entertainment, news and politics, has attracted large advertisers like P&G […]

  • Ad Exchange News

    Clean Ads IO: WaPo CRO On Balancing Revenue With UX

    BY //

    Jed Hartman, the CRO of the Washington Post, knows that a focus on user experience can also conflict with a publisher’s ability to drive revenue “Our owner Jeff Bezos focuses relentlessly on the consumer,” Hartman said during a publisher panel at AdExchanger’s Clean Ads conference on Tuesday. “It’s UX-first, which is a challenge for me […]

  • Digital TV and Video

    How NowThis Navigates The Maze Of Distributed Media

    BY //

    It’s hard to scroll through Facebook without encountering some short-form video from NowThis (like Donald Trump “awkwardly sort of apologizing” to Fox News host Megyn Kelly) in your news feed, and the socially distributed media company wants it that way. Founded four years ago by BuzzFeed and HuffPo execs Ken Lerer and Eric Hippeau, NowThis […]

  • Agencies

    Behind IBM’s Acquisition Of Salesforce Shop Bluewolf, And Its ‘Consulting Agency' Approach

    BY //

    After decades of specializing in hardware and on-premise servers, IBM is emphasizing its new-wave agency IBM Interactive Experience (IBM iX), a mashup of design, systems integration, analytics and the Internet of Things, with billings in the billions. IBM iX made three digital, design and brand agency acquisitions in a single week this winter when it snapped […]

  • Mobile

    Location Meets Transaction Data In Cardlytics’ Cross-Device Measurement Push

    BY //

    Cardlytics, which helps advertisers like Starbucks activate audience data from bank partners like Bank of America, Citibank and PNC, is working with Drawbridge to assess how cross-device exposures affect online and in-store purchases. Drawbridge is the first cross-device platform to access Cardlytics Measurement, a tool that gauges metrics like average basket size and the view […]

  • Digital TV and Video

    Meredith Local Centralizes Programmatic Video Sales

    BY //

    Meredith Local Media Group, the division of Meredith Corp. that oversees 17 local broadcast TV stations and 13 local news sites, is making programmatic more of an imperative in its nationwide operations. Within the last year, Meredith Local centralized programmatic in-house, said Caley Lewis, director of programmatic partnerships for Meredith Local, using SpotX’s ad server […]

  • Digital Marketing

    How IBM Is Merging The Weather Co. And Watson Into Its Biggest Marketing Asset

    BY //

    As some industry insiders speculated, IBM is starting to merge its Weather Co. asset with its cognitive supercomputer Watson, a move that will benefit its marketing cloud and commerce businesses. “Everyone wondered why an IT company like IBM would make such an acquisition, a company that produces forecasts for 2.2 billion locations every 15 minutes,” […]

  • Ecommerce

    EBay Ads VP On The Push Toward Mobile Native, Viewable Guarantees

    BY //

    Since its split from PayPal – and the $925 million divesture of its enterprise technology business last summer – eBay has been relatively silent. But judging by its latest quarterly earnings in late April, eBay is busy rethinking its business strategy. The ecommerce marketplace surpassed some analysts’ expectations when it posted a 6% revenue increase […]

  • Publishers

    Playboy's Playbook: Newly SFW Publisher Does The Content Studio Thing

    BY //

    Playboy’s first NewFront is Friday and the publisher is treating the event as a “multi-platform” coming-out party. Following its recent rebrand as a safe-for-work men’s lifestyle media option, Playboy wants to attract more millennial males. The publisher’s first no-nude print issue in Playboy history ran in March. The rebrand is a key moment. Despite Playboy’s position […]

  • Digital TV and Video

    Activision Blizzard Courts Ad Dollars As It Builds Its E-Sports Empire

    BY //

    Activision Blizzard, the gaming and interactive entertainment brand behind the “Call of Duty” franchise, and which acquired Major League Gaming (MLG.tv) for $46 million in January, is betting that e-sports will go mainstream. Its media imprint, Activision Blizzard Media Networks, aims to build the “ESPN of e-sports,” spearheaded by former ESPN CEO Steve Bornstein. On […]

  • OPINION: On TV & Video

    Behind The Scenes At AwesomenessTV, YouTube MCN-Turned-Consumer Media Brand

    BY //

    At face value, AwesomenessTV looks like your average YouTube multichannel network (MCN). Except it’s not, according to Paul Kelly, AwesomenessTV’s chief partnerships officer. AwesomenessTV has amassed 160 million total subscribers and now boasts nearly a billion monthly video views across platforms. A network of creators helps support its shows, but the company is also a […]

  • Advertiser

    CNX16: How Capital One and Luxottica Wrangle Data To Turn Up The Dial On CRM

    BY //

    More marketers are adopting data-driven tactics by blending their own first-party data with third-party sources. Financial services, for example, is undergoing major digital disruption, and banks are looking to translate direct-to-consumer marketing tactics to business constituents. Capital One seeks to reach small and medium-sized merchants nationwide through its small-business division and does so using Salesforce […]

  • Ad Exchange News

    Facebook Brings Retargeting To Instagram Via Dynamic Ads

    BY //

    Facebook’s Dynamic Ads – a format the social network introduced last year – is available as of Tuesday on both Instagram and the Facebook Audience Network. (More on the Facebook blog.) Basically, Dynamic Ads lets advertisers promote products to their highest-value prospects as they navigate Facebook (and now Instagram) properties. Facebook claims that more than […]

  • Ad Exchange News

    Salesforce Teams Up With Google, Powers Targeting Across Search, Gmail And YouTube

    BY //

    When Google rolled out its CRM matching program Customer Match last fall, it seemed to follow in the footsteps of Facebook’s Custom Audiences, which launched in 2012. But Google’s strategic partnership with Salesforce, revealed Tuesday at the latter’s annual Connections conference in Atlanta, Georgia, boosts both companies’ ability to make identity-based matches based on CRM and […]

  • Digital TV and Video

    TubeMogul Accelerates Non-Desktop Video Ad Revenue

    BY //

    Advertisers are spending less on desktop pre-roll and shifting more dollars into cross-screen formats, if video ad platform TubeMogul’s first-quarter results are an indicator. Nondesktop pre-roll spend (including mobile, social, TV and traditional display ads) grew from 37% last year to 43% – or close to $50 million – of total spend running through TubeMogul’s […]

  • Ad Exchange News

    In Buying StickyAds, FreeWheel Becomes A Full-Stack Solution

    BY //

    Comcast’s acquisition of French video supply-side platform StickyAds on Monday will give its video ad tech division a serious boost. Comcast’s video ad server FreeWheel will be able to streamline the way big TV broadcasters allocate inventory by embedding StickyAds’ private exchange tech into its own video ad server. The capability will let FreeWheel’s TV […]

  • Digital TV and Video

    Comcast Powers Up FreeWheel By Acquiring French Video Startup StickyAds

    BY //

    Updated with comment from FreeWheel’s CEO. Comcast has acquired StickyAds.tv, a French video ad tech startup focused on publishers. Re/code first reported the news Sunday night, and Comcast confirmed it Monday morning. Terms of the deal were not disclosed, but Business Insider claimed the deal was an all-cash transaction and worth “at least $100 million.” […]

  • Digital TV and Video

    NewFronts: Digital Pubs Act More Like TV

    BY //

    YouTube reaches more 18- to 49-year-olds on mobile alone than any cable network or broadcaster, said Susan Wojcicki, CEO of YouTube, during Google’s glitzy Brandcast event Thursday night in New York City. She cited MAGNA Global’s $250 million upfront commitment to Google Preferred as evidence of the shift of brand TV dollars to digital. YouTube […]

  • Agencies

    Change Or Die? Essence’s Co-Founder On Why The Ad Industry Needs To Re-Evaluate Its Priorities

    BY //

    Essence co-founder and chief product officer Andrew Shebbeare will discuss fraud, lack of transparency and misaligned incentives in the ad ecosystem at the May 24 CLEAN ADS I/O conference in New York. Andrew Shebbeare says the ad industry is at a tipping point. The acceleration of consumer ad blocking and uncertainty around viewability and fraud […]

  • Agencies

    MAGNA Global Takes $250M Out Of Linear TV And Gives It To YouTube

    BY //

    MAGNA Global, the strategic investment arm of Interpublic Group, revealed Wednesday it would shift $250 million from its TV budget into Google Preferred over a three-year period, making it the latest agency to commit big upfront dollars to YouTube. Other agencies, such as WPP, Publicis and Omnicom, have collectively committed “billions” through the Preferred program to […]

  • Ad Exchange News

    Criteo CEO On Facebook Ads, Header Bidding And Why It's Immune To Certain Ad Tech Pressures

    BY //

    After completing his first full quarter as CEO of performance marketing company Criteo, Eric Eichmann seems confident. Criteo had “very strong top-line growth,” Eichmann told AdExchanger ahead of the company’s Q1 earnings call on Wednesday. Revenue was up 41% year-over-year to $162 million at constant currency minus traffic acquisition costs and that performance was consistent across […]

  • Digital TV and Video

    Videology Parts With 8% Of Workforce As It Reorgs Around Enterprise, TV Deals

    BY //

    Video ad platform Videology laid off about 32 staffers – or about 8% of its workforce – in recent months [Update: Videology said they occurred in January], as the company pivots to larger enterprise and linear TV deals. The company has since hired about 25 people and claims the transitional impact to its organization was immaterial. […]

  • Digital TV and Video

    Publishers Take A Cue From Snapchat With Vertical Video, But Will Advertisers Bite?

    BY //

    Snapchat’s 10 billion daily video views can’t be wrong. At least, that’s publishers’ logic as they push vertical video. Hearst, for instance, rolled out a vertical video unit last month that it sells via direct deals with advertisers, and on Monday, outstream video company Virool launched a vertical video format called Vertical Reveal, which exchange partner […]

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