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

    Digital Video Helps Toyota Reach ‘Light Linear Viewers’

    BY //

    Toyota Motors is a big TV spender. It bought, according to Kantar Media, three minutes of commercial airtime during Super Bowl XLIX –trailing only Anheuser-Busch and Fiat Chrysler. Although Toyota will continue to invest in big TV tent poles, it’s test-driving more digital video activation, and is sponsoring premium NBCUniversal video running on AOL’s network. […]

  • OPINION: On TV & Video

    Bloomberg’s Revenue Chief On Bridging Data, TV And Terminals

    BY //

    Bloomberg Media is at an inflection point. The business and financial media company has had numerous high-profile exits (including Businessweek editor Josh Tyrangiel and Bloomberg’s chief digital content officer, Verge co-founder Josh Topolsky) following former New York Mayor Michael Bloomberg’s return. A number of layoffs resulted as Bloomberg Media pulled back on nonbusiness content in […]

  • Ad Exchange News

    Conversant Debuts Personalized Video, Enhanced By Epsilon Data

    BY //

    After hinting it would bring more video inventory to market, Conversant acted on that promise Tuesday with the launch of a Personalized Video suite. With Personalized Video, the company aims to link desktop and mobile video messages with both online behavioral attributes and offline sales data. Because of its roots with display retargeter Dotomi, a […]

  • Digital TV and Video

    Sony Crackle Thinks Like TV, Acts Like Digital

    BY //

    Sony Pictures TV thinks there’s power in remaining subscription-free. In the case of its free streaming premium video network Crackle, which clocks 22 million monthly uniques, it promises brand partners a 93% ad completion rate and an engaged audience. Sony Crackle in April staged its first upfront presentation. “Because we see ourselves as a TV […]

  • Digital TV and Video

    Viacom Snags Agency Vet Zilberbrand To Ramp Up Advanced Data Strategy

    BY //

    Longtime agency exec Julian Zilberbrand will join Viacom as EVP of Audience Science, the company revealed Friday. His transition comes at a time when Viacom is renewing its emphasis on data to address the slumps in linear TV ad sales and plummeting ratings. Zilberbrand will lead Audience Science, a Viacom unit that manages audience onboarding […]

  • Digital TV and Video

    ConAgra Foods Sizes Up Sharethrough’s New Instant-Play Video Ads

    BY //

    The rise of autoplay video has propelled many marketers into experimental mode. ConAgra Foods, which has increasingly invested in multiscreen video, is no different. It’s trying out Sharethrough’s new instant-play video format called Video View Ads, launched Thursday, for brands Orville Redenbacher and Reddi-wip. Video View Ads are native ads that can be set on […]

  • Ad Exchange News

    ComScore’s CEO On What The Rentrak Merger Means

    BY //

    The merger of comScore and Rentrak, announced Tuesday, creates a powerful new player providing unified digital and offline measurement. The deal poses a real challenge to Nielsen, which nevertheless is not about to be overthrown as the reining champ of marketing and media measurement. Pending regulatory approval, comScore will begin to combine its digital audience measurement […]

  • Investment

    ComScore and Rentrak To Merge In Run To Rival Nielsen In Measurement

    BY //

    There’s apparently power in numbers in the fight against ratings fixture Nielsen. Measurement companies comScore and Rentrak have reached a definitive agreement to merge, the two companies announced Tuesday. (press release) In the stock-for-stock merger, Rentrak is to merge into a wholly owned subsidiary of comScore. ComScore CEO Serge Matta will take the reins as CEO […]

  • Digital TV and Video

    AOL Unveils A Mobile Video Network…But TV Is Still The Benchmark

    BY //

    At AOL’s annual programmatic upfront (now called the “Future Front”) Monday, its parent, Verizon, staged a showy coming-out party for a video content network called Go90. Besides Go90’s official launch, Verizon revealed it had secured its first upfront commitment from agency holding company Publicis Groupe. The deal has a couple of implications. On the content […]

  • Digital Marketing

    Merkle Brews A Custom Audience Platform For Marketers and Publishers

    BY //

    Merkle, which bills itself as one of the industry’s largest privately held agencies, is moving beyond database services into tech territory. The company on Monday launched MerkleOne, its version of a people-based marketing platform for advertisers and publishers, including inaugural sell-side partner News Corp. “M1 will enable advertisers to bring their own data, anonymize IDs […]

  • Digital Marketing

    Oracle’s Marketing Cloud Chief On The Next Phase For DMPs And Building A Universal ID Graph

    BY //

    Oracle’s aggressive stance on acquisition is evident when you consider its Marketing Cloud shopping spree, and it’s not backing down. It recently added web personalization platform Maxymiser to a long list of purchases that included data-management platform BlueKai, campaign-management tool Responsys and Datalogix. The intent is to round out a complete stack that covers all […]

  • Digital Marketing

    PopSugar Uses Adobe’s New Data Visualization Tool To Find ‘Unexpected Correlations’ Between Content

    BY //

    Adobe has combined more components of its Creative and Marketing clouds. Its launch Thursday of Analysis Workspace for Adobe Analytics, a Marketing Cloud visualization tool, uses creative elements inspired by products like Photoshop. The self-serve tool is designed to be a slicker way to query reports than relying on a spreadsheet. It presents a customizable […]

  • Ad Exchange News

    Nielsen Bakes Demo-Based Viewability Reporting Into Digital Ad Ratings

    BY //

    Beyond knowing whether an ad was viewed and for how long, marketers want to verify viewability percentages against key audience segments, which is the basis of a new alliance between Nielsen and Integral Ad Science (IAS). Although the two companies have partnered since 2012, they have now expanded the scope of their relationship to offer […]

  • OPINION: On TV & Video

    LiveRail Exec: ‘Facebook Video And TV Are Not An Either/Or Thing’

    BY //

    In a perfect world, products gel. For Facebook, achieving a harmony between its buy- and sell-side offerings has propelled its go-to-market strategy. While Facebook’s ad server, Atlas, is its buy-side play, LiveRail, the video SSP it acquired last July, services the sell side. “Ideally, everything works very well together,” said F. Scott Woods, head of […]

  • Digital TV and Video

    Nielsen Challenger Symphony Advanced Media Releases Cross-Screen Measurement

    BY //

    In the world of independent, third-party measurement, Symphony Advanced Media (SAM) is David and Nielsen is Goliath. But the San Francisco-based media measurement and research firm is looking to take on incumbents like Nielsen and comScore with Tuesday’s launch of cross-screen measurement tool VideoPulse. A+E, Viacom, NBC and Warner Brothers’ Media Research and Insights are […]

  • Platforms

    Turn Appoints Media Vet Bruce Falck To CEO Post

    BY //

    Former Google and BrightRoll exec Bruce Falck has joined Turn as CEO, the company revealed Tuesday. Most recently, Falck was COO of video marketplace BrightRoll, which Yahoo acquired last fall. Prior to that, he spent eight years at Google, where he was instrumental in expanding the Google Display Network and DoubleClick businesses. His transition to […]

  • Ad Exchange News

    DMEXCO: GroupM’s Rob Norman Predicts A Return To Scale And End Of Media Fragmentation

    BY //

    Rob Norman, GroupM’s global chief digital officer, foresees a future without fragmentation. He also expects more walled gardens, although “walled” won’t necessarily mean “closed.” Speaking on Thursday at DMEXCO in Germany, Norman outlined how agencies and advertisers will adapt to the rise of a handful of major consumer platforms and applications. “When you think about […]

  • Ad Exchange News

    Adam Bain (Twitter's Next CEO?) Talks About The Future At DMEXCO

    BY //

    Jack Dorsey will apparently not be the next full-time CEO at Twitter, bringing Adam Bain, the company’s top sales exec and a presumptive candidate for the job, a step closer to the throne. Dorsey has been whispering to Square investors that he will stay on as CEO of the payments company, Re/code reported Thursday. But […]

  • Digital Marketing

    Adobe Dishes Up A Self-Serve Programmatic Platform, But Can it Scale Up Its DSP?

    BY //

    Adobe’s initial move to upgrade its demand-side platform (DSP), Adobe Media Optimizer, culminated Wednesday in the launch of its new programmatic self-serve platform. The first wave of integrations to Adobe Marketing Cloud applications include data-management platform Adobe AudienceManager, Adobe Analytics and personalization tool Adobe Target. Buyers who use Adobe’s DSP can source search, social and […]

  • Creative

    AOL Primes A Programmatic Creative Platform

    BY //

    AOL has packaged a number of its creative point solutions into a single platform called ONE by AOL: Creative, which the company revealed Tuesday. The self-serve banner, video and mobile ad creator was built on the back of Pictela, a rich media tool AOL acquired in 2010, which provided templates for marketers to create custom, […]

  • Advertiser

    DMEXCO: MasterCard CMO Says Digital To Significantly Outpace Traditional Spend

    BY //

    More than 32,000 will congregate in Cologne, Germany, this week to spark a dialogue about the connected consumer and the state of the digital media economy. Among those gathered here will be MasterCard’s chief marketing officer, Raja Rajamannar, who will join a bevy of global agency and platform execs at the yearly Digital Marketing Exposition […]

  • Advertiser

    Brick-And-Mortar Retailer Build-A-Bear Expands Into Digital

    BY //

    Build-A-Bear Workshop, the children’s specialty retailer with strong roots in American shopping malls, is getting a facelift. Plagued by the realities of brick and mortar retail—Build-A-Bear was in a slump with steady profit declines, but has more recently ignited a comeback in sales—the company is transitioning away from its focus on traditional retailing. Instead, it’s […]

  • Digital Marketing

    Demandbase Snaps Up B2B Marketing Data Platform WhoToo

    BY //

    Demandbase has acquired Seattle-based WhoToo, a behavioral data platform focused on B2B marketing, for an unidentified sum, the company disclosed Thursday. Underscoring the deal was Demandbase’s desire to beef up its behavioral marketing data set and hook into clients’ existing data-management platforms. “This isn’t just data for data’s sake,” noted Chris Golec, CEO of Demandbase: […]

  • Investment

    Social Data And Analytics Shop Unified Raises $40 Million

    BY //

    Social marketing platform Unified, an early Facebook and Instagram ads partner, has raised $30 million in Series B financing and an additional $10 million credit facility, the company said Thursday. IHeartMedia led the Series B round with support from existing investors, including Advance Publications, Upfront Ventures and Foundry Group. Silicon Valley Bank, provided the credit […]

  • Digital TV and Video

    Weathering The Consumer Shift To OTT

    BY //

    The Weather Channel is restructuring its TV assets, motivated by the realities of consumer demand – and what it perceives as an opportunity for live programming in mobile and connected TV. A week after making its first real foray into TV Everywhere, The Weather Company revealed on Wednesday that it is pulling back on non-weather […]

  • Digital TV and Video

    With New Video Services, Comcast Aims To Cast ‘A Wider Net’

    BY //

    Comcast’s drumbeat of new video services is designed to support content parity across devices rather than to create a cord cutter’s alternative, per se. The cable giant recently rolled out to Xfinity Internet customers a $15-a-month streaming video service appropriately dubbed Stream. Comcast has also flirted with a Web video portal to rival YouTube and […]

  • Advertiser

    Upstart E-Tailer Urban Ladder Prefers Smarter Segmentation To Rating Points

    BY //

    CPG brands are the big TV spenders, but ecommerce and subscription startups like Gilt and Birchbox are coming on strong. Take Urban Ladder, a Bangalore, India-based online retailer specializing in home furniture and décor. While the company historically focused on digital, it has lately begun to include TV for awareness building. It declined to share […]

  • Investment

    Content Marketing Shop NewsCred Raises $42 Million

    BY //

    NewsCred, a maker of content marketing software for enterprise brands like Barclays, Toyota and Conair, has raised $42 million in growth equity led by FTV Capital – bringing its total to $88.8 million. NewsCred’s co-founder and CEO, Shafqat Islam, has voiced concerns in the past regarding oversaturation in the content marketing technology category, citing $100 million […]

  • Digital TV and Video

    NDN, Video Distribution Platform For The AP, Powers On

    BY //

    Atlanta-based News Distribution Network (NDN) is the quiet video engine that hums behind a host of traditional and new media publisher sites like the New York Daily News, Los Angeles Times and Hearst. Last March, Yahoo CEO Marissa Mayer contemplated a $300 million bid to buy NDN following its interest in French web video platform Dailymotion, but […]

  • Advertiser

    Volvo Hits The Gas Pedal On Experiential Ads

    BY //

    There’s no larger driver of brand awareness than a 30×60-foot cinema screen. At least, that’s the logic for Swedish auto manufacturer Volvo, which is test driving 90-second interactive cinema ads targeting 18- to 34-year-olds across 100 Screenvision theaters in the US. The effort involves partnerships with cinema advertising company Screenvision and interactive, motion-detection company Audience […]

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