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

  • Ad Exchange News

    Facebook Ad Stack Still In Flux As More Cuts Come To LiveRail

    BY //

    LiveRail, once a dominant video supply side platform and ad server focused solely on publishers, is now a shell of its former self. It’s been nearly two years since Facebook bought the company for $400 million-plus, and in the last six to nine months it has shut down major pieces of it and transferred some […]

  • Ecommerce

    Qubit Rolls Out ‘Adaptive Targeting’ As Commerce And Marketing Merge

    BY //

    Ecommerce and marketing are converging and, as a result, e-tailers are uniting their supply chain, CRM and marketing stacks. Qubit, a startup founded by a bunch of former Google employees, is tackling that technology intersection. Following a $40 million Series C round in February from Goldman Sachs and the venture arms of SAP and Salesforce, […]

  • OPINION: On TV & Video

    Soccer Video Network KICK Aims To Sweep The Traditional Sports Broadcast

    BY //

    Judging by the billions of dollars spent on World Cup advertising alone, the game of soccer commands a maniacal fan and brand following. Global soccer video platform KICK, which launched as early YouTube multichannel network “KICKTV” in 2012, wants to capitalize on that craze with an eye toward reaching millennial soccer fans with cross-platform video. […]

  • Digital TV and Video

    CNN Signs On With ComScore For Cross-Media Measurement

    BY //

    CNN is signing on with comScore’s syndicated measurement service Xmedia, a competitive offering to Nielsen’s Total Audience measurement. Xmedia is designed to help media companies understand their cross-platform audiences by tracking unduplicated reach across TV, digital, set-top box and mobile properties. CNN now claims to have a total unduplicated audience of 174 million across TV, […]

  • Digital TV and Video

    How Turner Is Translating Social Data Into Shareable Content

    BY //

    While early social analytics tools measured likes, shares and sentiment, they didn’t capture total consumer engagement with brand or publisher content. It’s a problem social TV tool Canvs has teamed up with Turner Broadcasting and other media companies to solve. The premise of the partnership, revealed Tuesday, is that consumers are more apt to read […]

  • Ad Exchange News

    How Chobani Turns Yogurt Searches Into Sales Effectiveness

    BY //

    Greek-yogurt brand Chobani stays competitive with larger CPG companies by constantly testing. One of these tactics includes marketing-effectiveness studies, such as a recent research initiative with Yahoo and Nielsen Catalina Solutions (NCS) to prove search ads drove in-store sales. “If you’re an ecommerce brand, you can measure that sale directly,” said Jessica Lauria, senior director […]

  • Digital TV and Video

    History Informs Google’s Latest TV Land Grab

    BY //

    Will Google’s grand plans for TV, evidenced by its launch of DoubleClick Dynamic Ad Insertion on Wednesday, be successful? Google’s move into dynamic ad serving across live, linear and on-demand programming marks a critical shift in the search giant’s strategy, which some industry insiders say was necessary to meet future business objectives. “Google will not […]

  • Email

    Email Marketing Platform Adestra Nabs Google Exec Matt McGowan As President

    BY //

    Matt McGowan, head of strategy for Google’s America’s ad agency business, has jumped to UK-based email automation platform Adestra, where he will serve as president, effective immediately. McGowan spent two and a half years at Google, where he supported sales to big brand and agency buyers. During his tenure, Google made major inroads into brand […]

  • Ad Exchange News

    Google Makes Its Mark On TV

    BY //

    With additional reporting by Allison Schiff. Scrap cat videos. Google wants a piece of the $70 billion linear TV ad pie – of which $300 million-plus and growing is addressable. As such, the tech giant unveiled a bunch of TV-related products and updates Wednesday at the National Association of Broadcasters meeting in Las Vegas. Announcements […]

  • Online Advertising

    Demandbase Hopes To Make Company Targeting More Precise

    BY //

    Account-based marketing, or the ability for a B2B marketer to target a cross-section of companies, has been around for a while, but the techniques are becoming increasingly sophisticated. LinkedIn recently launched company targeting on its platform, and Demandbase, which has had an account-based marketing solution in-market for several years, extended the tool to the Oracle Marketing […]

  • Digital TV and Video

    YouTube Begins Tracking Offline Sales Impact For TrueView Video Ads

    BY //

    YouTube is starting to measure the offline sales lift for consumers exposed to its viewable video ad format TrueView. Through a tool called DLX ROI Sales Lift for YouTube, developed in partnership with the Oracle Data Cloud, Google is telling CPG advertisers that its video ads not only have brand impact, but that they drive […]

  • Digital TV and Video

    As Amazon Charges Ahead On SVOD, Whither Advertising?

    BY //

    Updated with statement from Amazon. Amazon’s forthcoming $8.99-a-month subscription video-on-demand (SVOD) service offers strong new competition to Netflix and Hulu. Will it include advertising as well? Not at first, but there is an internal debate at Amazon around the proper role of ads in its video offering. According to one source with knowledge of Amazon’s […]

  • Data

    Lotame Looks To Corner Local TV Data Activation

    BY //

    Indie data management platform Lotame has remained relatively quiet since the acquisition of cross-device tool AdMobius in 2014. Because Lotame rode out the wave of DMP consolidation between 2013 to 2014 (Oracle acquired BlueKai, Neustar snapped up Aggregate Knowledge and Rocket Fuel bought [x+1]), Lotame CEO Andy Monfried claims his company has one key advantage […]

  • Ad Exchange News

    Google Speaks! Header Bidding, Its Shifting Stack And Whether It’s A Walled Garden

    BY //

    Why did Google “democratize” dynamic allocation within its ad server on Wednesday to include external demand? Google addressed its rapid response to the rise of header bidding for broader exchange and publisher partners Thursday – and other developments – at AdExchanger’s PROGRAMMATIC.IO in San Francisco. “I find it interesting that this is the fastest time-to-market […]

  • OPINION: On TV & Video

    IPG’s Cadreon Bulks Up On Advanced TV As Network Interest In Automation Accelerates

    BY //

    Agency holding group Interpublic Group is recruiting for at least five new Advanced TV positions for its trading desk and tech unit Cadreon. Cadreon, which employs about 500 globally and 300 in the US, attributes the hiring moves to recent advances by networks like NBCUniversal and Fox to automate digital video, display and now linear TV […]

  • Ecommerce

    In Retargeting 2.0, Advertisers Test Drive New Data (And Creative) Tactics

    BY //

    Retargeting, a word long associated with the cookie-based world of direct-response display advertising, is getting a refresh. With the explosion of mobile and subsequent deterioration of cookie matches, marketers are demanding upper-funnel features that go well beyond conversion and tracking pixels. “What we’re seeing across our portfolio with clients like Nike, for example, is they’re […]

  • Digital Marketing

    Nielsen Moves Into The Marketing Cloud Business

    BY //

    Nielsen predominantly partnered with big marketing clouds à la Adobe to date – until now. The measurement giant on Tuesday rolled out the Nielsen Marketing Cloud, which is is the company’s first major attempt to unify various homegrown and acquired assets into a single platform for media owners and advertisers. A number of food and […]

  • Ecommerce

    Inside Amazon’s Evolving Ecommerce Media Practice

    BY //

    At Amazon Media Group (AMG), sometimes the objective isn’t to sell advertisers more ads. AMG has a lesser-known service – ecommerce marketing – where it might evaluate a partner’s broader retail health and the roles contextual elements (e.g., Amazon product detail pages), third-party placements or product availability play in the path to conversion. “You can’t […]

  • Digital TV and Video

    Behind Al Roker’s New Live-Streaming Network, A ‘Lost Cousin Of TV And Social’

    BY //

    Live-streamed video is hitting its stride. Both Twitter, which inked a 10-game streaming deal with the NFL, as well as Facebook, which gave consumers access to an expanded Facebook Live tab this week, want in on the action. And on Thursday, Al Roker Entertainment, the production company owned by longtime NBC Today co-host and weatherman […]

  • Ad Exchange News

    Do Advertisers Like Outstream Video?

    BY //

    Premium video scarcity and the rise of in-feed mobile video have created the perfect storm for an explosion of outstream video – a format that, instead of running instream as pre-roll or mid-roll, is either embedded between article content or within a slideshow. Thus, these formats don’t need to be attached to publisher’s video content to […]

  • Publishers

    How VICE Navigates The Tricky Web Of Paid And Organic, Cross-Platform Content

    BY //

    VICE is prioritizing off-platform distribution to reach new, loyal consumers who want more than a casual fling with its content. But although VICE has a gut read on who its audience is, it’s less clear what content mix resonates best across YouTube, Snapchat Discover and other platforms. “We have to recognize that Facebook is required […]

  • Ad Exchange News

    TubeMogul Snags Rob Gatto – Neustar, PointRoll Heavyweight – As COO

    BY //

    TubeMogul has hired longtime Neustar vet Rob Gatto as its chief operating officer as the company ramps up growth, AdExchanger has learned. An SEC Form 8-K filing indicates his last day at Neustar was March 30. Neustar promoted Gatto to SVP of sales last winter after a two-year stint as the company’s SVP of media […]

  • Ad Exchange News

    Mediaocean Hires Ramsey McGrory, Former AddThis And RMX Honcho, As CRO

    BY //

    Ad tech veteran Ramsey McGrory has joined Mediaocean as its top sales executive, effective Monday. McGrory was most recently president of sports network Scout Media. Prior to that, he was CEO of AddThis, which Oracle acquired in January, and head of Yahoo’s Right Media Exchange. He has a long history with Mediaocean CEO Bill Wise; […]

  • Digital TV and Video

    AOL Debuts A Self-Serve TV Ad Platform, Signs On Omnicom Group

    BY //

    AOL rolled out a programmatic self-serve platform for TV buyers on Monday, and Omnicom Group is the first agency partner to test-drive it. While some competing solutions only enable planning, AOL said its platform also handles execution and reporting. AOL thinks its developing device graph under Verizon gives it a competitive advantage in omnichannel media […]

  • Ad Exchange News

    From Kellogg To ComScore: CPG Vet Calls For Unfettered Data Activation In The Ad Space

    BY //

    Aaron Fetters will discuss advancements (and present-day shortcomings) in data, ad delivery and effectiveness on April 14 at PROGRAMMATIC.IO in San Francisco. Advertisers question ad quality and the ability to activate “open” data across platforms in the programmatic space, but what’s being done about it? First, marketers need to rethink the way they’ve traditionally tallied […]

  • OPINION: On TV & Video

    Digital Audiences Become The MVP Of TV Sports Sponsorships

    BY //

    With the NCAA men’s basketball tournament well underway, digital publishers and broadcasters are clamoring to package “cross-platform” sponsorship deals for big advertisers. The economic implications of sports sponsorships are massive. In the US, global sponsorship revenue reached an estimated $45 billion in 2015, according to PricewaterhouseCoopers. That may ebb and flow if the calendar year […]

  • Digital TV and Video

    Food Network And HGTV Parent Scripps Makes A Big Branded Content Push

    BY //

    Scripps Networks Interactive, which owns the Food Network, HGTV, DIY Network and Travel Channel, touts its strength in audience and original content as a selling point for brand advertisers. It also claims that, unlike other networks, its ratings are up (HGTV ratings were up 8% last quarter while Travel Channel saw a 5% increase). Across […]

  • Agencies

    Deloitte Digital: ‘TV Companies Need To Think Like Retailers’

    BY //

    Deloitte Digital, which describes itself as a “digital creative consultancy,” has been hiring to offer better services around streaming media/entertainment businesses. Part of its growth over the last three years, from 1,000 people to about 7,000 today, was to staff up to accommodate new business opportunities like TV everywhere services as more TV companies go […]

  • Digital Marketing

    How The NFL Adds Mojo To Media With Database Marketing

    BY //

    The National Football League (NFL) customer database is about as diverse as it gets. Segments span season ticket holders, a millennial parent who loves football but might lack time for games and younger fans who may have been introduced to the sport in school. But the NFL recognizes that “a fan is not a data […]

  • Agencies

    Accenture Interactive: ‘We’re Billed Based On Proven Business Outcomes’

    BY //

    Accenture Interactive, the $2.9 billion digital and marketing services arm within the massive management consultancy, sees itself as a new breed of agency. Instead of taking a campaign-based approach, Accenture Interactive instead blends commerce, design and analytics to make marketing more experiential. “If you looked at the old KPIs for grocery and retail, they wanted […]

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