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

    Programmatic TV To Remain A Patchwork In 2016, Despite A Deeper Supply Pool

    BY //

    Video buyers see a future where they can bundle new-wave TV ad inventory – including VOD and connected TV – with linear television buys. But the “CTV” impression pool is still too shallow for many agencies and brands to bother. “We’re not going to scrape for impressions on some new 5 million-subscriber video startup,” said […]

  • Ad Exchange News

    Cadreon Test Drives Google’s Cross-Device Measurement System

    BY //

    For several months, IPG Mediabrands’ ad tech unit Cadreon has been testing Google’s cross-device measurement system, baked into DoubleClick advertiser products as of June. Krish Sailam, senior product manager of mobile for Cadreon, said the trading desk has run a few beta tests with advertisers, and noted conversion uplift has consistently reached the double digits. Cadreon […]

  • Online Advertising

    Does Criteo’s CEO Change Signal A Shift In Business Strategy?

    BY //

    French performance marketing giant Criteo’s promotion of its president and COO Eric Eichmann to CEO, effective Jan. 1, recalls Rocket Fuel’s recent leadership change. Eichmann succeeds JB Rudelle, Criteo’s founder and longtime chief, who will move into an executive chairman role. So why is this happening? Generally speaking, Criteo is worth more than every ad […]

  • Digital Marketing

    How Data And Design Thinking Drive IBM’s Digital Marketing Engine

    BY //

    Christopher Wong is VP of strategy and product management for IBM Commerce Marketing Solutions. He will discuss IBM’s digital marketing strategy at the upcoming Industry Preview 2016 conference in January. The old adage of “If you build it, they will come” has been replaced with newer notions around “empathy mapping” and anticipating customer needs prior […]

  • Ad Exchange News

    Nielsen Pipes In More Social App Data To Help Brands Gauge ‘Bar Moments’

    BY //

    Do Nielsen and alcoholic beverages mix? The two may sound like unlikely companions, but Nielsen has partnered with the creator of a mobile app called OpenBar to roll out a new measurement platform for alcoholic beverage marketing. The platform, Nielsen Bar Moments, will launch in the first quarter of 2016. BARTRENDr, the data analytics company […]

  • OPINION: On TV & Video

    CBS Television Distribution Finds Power In Cross-Platform Video

    BY //

    Certain CBS TV properties like Entertainment Tonight (ET) do double duty as digital publishers. ETonline for instance had 93 million video views in November – more than a 400% increase from 2014 – and 26 million monthly unique visitors. It’s now fourth for market share in the entertainment news category, according to comScore. JD Crowley, […]

  • Digital TV and Video

    Fox’s True[X], FreeWheel Team Up To Help TV Companies Take On Big Tech Providers

    BY //

    True[X], the video ad platform Fox acquired last December, partnered Tuesday with Comcast’s TV ad-serving platform FreeWheel to bring more “engagement-based” video ads to broadcasters. The deal will give True[X] greater sell-in among FreeWheel’s base of media and entertainment brands, which include NBCUniversal, Turner Broadcasting, Viacom, Sky, DirecTV and ABC. True[X] creates interactive video ad […]

  • Ad Exchange News

    PE Firm Symphony Acquires Experian’s Consumer Insights Assets For $47M

    BY //

    Private equity firm Symphony Technology Group (STG) has acquired Experian Marketing Services’ Consumer Insights division for $47 million. This entity consists of Simmons Research and consumer clickstream data company Hitwise. Symphony will bring on about 300 people as a result of the deal. Although the deal price could increase by $5 million, which is contingent […]

  • Digital TV and Video

    Pharma Agency Medicx Taps TubeMogul For Tighter (But Not One-To-One) Video Targets

    BY //

    It may sound strange, but indie media agency and data marketing company Medicx Media has no interest in “one-to-one” marketing. That’s because the majority of brands it serves are publicly traded pharma firms, makers of over-the-counter drugs and pharmacies, companies whose use of data is sharply restricted. For instance, targeting users based on health-related conditions […]

  • Advertiser

    Glenfiddich Runs Addressable TV With Rocket Fuel And DISH To Woo Whisky Drinkers

    BY //

    Glenfiddich, a family-owned maker of single-malt Scotch whisky, is among the first advertisers to place an addressable TV buy through DISH Network’s new programmatic marketplace, which launched in October. Glenfiddich’s media planning and buying agency, Resolute Digital, is using Rocket Fuel’s demand-side platform to serve an addressable, 30-second TV spot to the brand’s target audience […]

  • Ad Exchange News

    LiveIntent Acquires Data Onboarding Startup Mojn To Map Intent To Email Opens

    BY //

    Programmatic email platform LiveIntent has acquired Mojn, a Copenhagen-based data onboarding company, following LiveIntent’s recent acquisition of the European recommendation engine AVARI. Terms were undisclosed. All 12 of Mojn’s employees, a majority of whom are data scientists, will join LiveIntent, said Matt Keiser, LiveIntent’s founder and CEO. The acquisition will support LiveIntent’s international expansion, an […]

  • Digital TV and Video

    BravoTV: The Secret To Shoppable Video Is Not The Sales

    BY //

    Shoppable video is still a novel concept, despite the industry’s efforts to move it into the mainstream (with Google launching shoppable video on YouTube being the most recent example). But NBCUniversal’s Bravo TV still sees the value of shoppable video. The network wanted to expand its digital business and encourage fans to return to its properties on […]

  • Digital TV and Video

    Brands Push Boundaries With Instagram Video

    BY //

    Consumers don’t want to see repurposed 30-second TV spots in their social feeds, which is why a number of brands and their agencies are investing in content tailored for Instagram. In September, Instagram’s 400 million users began seeing more ads as the image-centric platform turned on 30-second video ads, as well as landscape ads, which […]

  • Online Advertising

    For First Time In Non-Recession, TV Ad Spend Wanes

    BY //

    For the first time outside of a recession, linear TV ad spend has stopped growing, according to global ad revenue updates by MAGNA Global and ZenithOptimedia, both released Monday. While national TV ad sales grew .3% to $42 billion in 2015, MAGNA predicted it will decrease by .3% in 2016. ZenithOptimedia’s Advertising Expenditures Forecast also […]

  • Digital TV and Video

    Adobe And Videology Tackle OTT Video Sales Hurdles

    BY //

    If you’re a large brand and you want 10 million guaranteed impressions, you’re not going to find it in episodic TV – yet. Adobe and Videology, through new over-the-top video ad sales and the yield management system Adobe Primetime TV Media Management, hope to solve this problem. The solution was released Tuesday during Videonuze’s programmatic […]

  • Digital TV and Video

    Behind Agency Lines: How Advanced TV Is Reshaping Media Buying Structures

    BY //

    The emergence of data-enabled TV targeting is altering the agency buying structure. In 2014, WPP’s GroupM launched Modi Media, a unit that would become the poster child for so-called “advanced” TV ad buying. But it’s not the only agency group to build an offering geared to the fragmenting milieu of TV advertising. Others, such as […]

  • OPINION: On TV & Video

    Amex: ‘Programmatic TV Is Still A Very Manual Process’

    BY //

    In 2014, American Express boldly declared in an RFP to ad tech vendors that it wanted to programmatically transact 100% of its then $128.5 million display budget. Though the statement was later clarified to be more of an aspiration than a brand-wide target, the financial services giant was one of several large brands exerting greater control over exchange-based buys at […]

  • Digital TV and Video

    Videology, TubeMogul And The Trade Desk Top Forrester’s Video DSP Wave

    BY //

    When Forrester released its Wave assessment for video ad platforms Monday, the ability for each demand-side platform (DSP) to buy cross-screen – including linear TV – was a key factor. “The biggest thing large advertisers are struggling with is how to use digital video and TV in combination, not just digital video by itself,” said […]

  • Digital TV and Video

    SpotX Hopes 'Curated' Marketplaces Will Solve Video PMP Pain Points

    BY //

    Private marketplaces (PMP) might be great for quality assurance and brand specificities, but sometimes sacrifice scale and audience discovery. Also, they’re tough to set up. In response to those challenges, video ad server and supply-side platform SpotX on Wednesday made a new variation of the private exchange called Curated Marketplaces generally available. Typically, a PMP […]

  • Ad Exchange News

    ANA Study: Most Marketers Would Shift Ad Spend Over Lack Of Third-Party Measurement

    BY //

    Six out of 10 marketers would reallocate their media spend if digital media owners failed to supply sufficient third-party measurement, according to new findings from the Association of National Advertisers (ANA). In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working […]

  • Advertiser

    Staples Affects In-Store Buying With Mobile Media

    BY //

    With the exception of back-to-school needs, office supply retailer Staples focuses on small-business owners. Like most brick-and-mortar retailers, Staples knew mobile played a vital role in its customers’ daily lives, but it was less clear from a media standpoint how mobile impacted the ultimate sales conversion. Staples wanted to use mobile to drive upper-funnel awareness […]

  • Digital TV and Video

    Coming To A Theater Near You: Data-Driven Advertising, Starring National CineMedia And Fandango

    BY //

    If you’ve been to a movie recently, you’ve likely seen a pre-show advertising program called FirstLook. While you probably don’t think of it as data-driven marketing, that might change given a partnership between Fandango and National CineMedia (NCM), the in-theater advertising network that develops that ad package. NCM will use Fandango’s anonymized mobile and online […]

  • Mobile

    AOL-Owned Millennial Pairs With Rentrak To Offer TV Ad Retargeting In Mobile

    BY //

    After an initial wave of integration, Millennial Media, the mobile ad platform AOL acquired in September for $240 million, rolled out its first ad product under new ownership – TV Commercial Retargeting. The new ad product is backed by a partnership with Rentrak, which aggregates set-top box data across 25 million households, tapping into data […]

  • OPINION: On TV & Video

    How Whistle Sports Won The Hearts, Minds And Views Of Millennial Sports Fans

    BY //

    Although the lion’s share of sports fans still turn to traditional TV for live events, one sports media company found a way to amass billions of views from millennial sports fans on Facebook and YouTube alone. Like many major sports broadcasters, Whistle Sports sought the legitimacy that comes from pro-league partnerships with the NFL and MLB.com. […]

  • Digital Marketing

    Salesforce's New Segmentation Features Tread DMP Territory

    BY //

    Some of Salesforce Marketing Cloud’s new products, rolled out Wednesday, seem to mimic the capabilities of a data management platform (DMP) – software historically absent from the stack. Salesforce’s Predictive Scores and Predictive Audiences are designed to help marketers segment and target prospects and known consumers with more speed and granularity. Those two tools fall […]

  • Digital TV and Video

    Refinery29 Finds Subtitles Drive Video Completions On Facebook, But Trailers Get Views

    BY //

    There are two ingredients in Refinery29’s recipe for success with Facebook video: subtitles and trailers. The digital fashion and lifestyle publisher made the discovery with native ad platform Adaptly while studying how to make long-form and autoplay video content resonate with audiences on Facebook. Refinery29 focused on Facebook video since the social platform is a solid source […]

  • Data

    Behind The Data Cloud, The Basis Of Oracle’s ID Graph

    BY //

    Oracle 1.0 was more about databases than device graphs. But as Oracle methodically built out a Marketing and Data Cloud, that changed. For the latter, marrying data management platform BlueKai with offline data tool Datalogix unlocked new capabilities. For instance, it can validate metrics that purport to measure links between TV, digital and sales. Oracle […]

  • Digital Marketing

    Teradata Cuts Ties With The Marketing Stack

    BY //

    While many tech companies are entering the marketing cloud business, Teradata is saying sayonara. Although it acquired Dutch data management platform FLXOne in October and shortly after rolled out an Integrated Marketing Cloud, Teradata revealed late last week it would sell its marketing applications line of business to focus on its data and analytics offering. […]

  • Agencies

    China Search Leader Baidu Taps Merkle As First Key US Agency Partner

    BY //

    Merkle has China on the mind. The CRM and performance marketing agency revealed Thursday it had entered into a reseller agreement with dominant Chinese search engine Baidu. Although the deal is not necessarily exclusive, it is the first of its kind for Baidu with a US partner agency. As a result of the deal, Merkle […]

  • Investment

    German Media Giant RTL Group Adds To Its Video Tech Chest By Leading $15M Investment In VideoAmp

    BY //

    German entertainment media network RTL Group has led a $15 million Series A investment in VideoAmp, a Santa Monica, Calif.-based startup focused on helping buyers plan, purchase and measure unduplicated audiences across mobile, over-the-top TV, video on demand and so on. Other investors include Anthem Venture Partners, Simon Equity Partners and Third Wave Capital. Prior to […]

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