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

    ANA Report: Connected TV Gains Steam With Marketers, But Budgets Remain Modest

    BY //

    Connected TV ads have piqued marketers’ interest, but there is not a watershed of demand – yet – as marketers still cite measurement and inventory challenges. According to a joint study released by the Association of National Advertisers and BrightLine, the maker of an interactive video ad server built exclusively for the connected TV space, […]

  • OPINION: On TV & Video

    Hang W/ Has High Hopes For Live-Streamed Video

    BY //

    Before the battle of the live-streaming apps Meerkat and Periscope, live-streaming video platform Hang w/ had close to 2 million downloads of its iOS and Android apps. Although Hang w/ hasn’t generated the same level of attention as newcomers Meerkat (which has about 2 million users) and Twitter’s Periscope (which has about 10 million), the […]

  • Data

    Equifax Sees OTT Video As The Next Frontier For Marketing Services

    BY //

    Equifax’s marketing services business has flown under the radar. The company manages a consumer credit database on some 600 million individuals and 80 million businesses and, unbeknownst to many, has a dedicated marketing services practice that competes with Experian Marketing Services. Called IXI Services, this division of Equifax helps financial services companies and other consumer […]

  • Digital TV and Video

    Hulu Uncorks A Private Exchange

    BY //

    Beginning this fall, advertisers will be able to programmatically buy Hulu video inventory in a private marketplace across desktop, mobile and connected TV via Facebook’s LiveRail supply-side platform. In its Tuesday announcement, Hulu said it will also use Oracle’s data-management platform (née BlueKai), through which marketers can enrich their buys by combining their anonymized first-party […]

  • Digital TV and Video

    BlackArrow Acquisition A Bid To Cozy Up With Buyer Dollars

    BY //

    BlackArrow, a 13-year-old provider of live and video-on-demand ad products to TV operators, was acquired Monday by Cross MediaWorks, the owner of a national media network called Cadent and the full-service Cross Agency. Although BlackArrow, which has 100 employees, will remain as an independent entity, it will partner with Cross MediaWorks’ other business divisions to […]

  • Advertiser

    Media Fragmentation Should Be On Every Marketer’s Mind

    BY //

    The director of ad technology for Netflix, Tony Ralph, and director of marketing for Abe’s Market, Michelle Goldstein, will appear at AdExchanger’s Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. Cross-channel attribution will be one topic discussed at the conference. As Netflix’s director of […]

  • Advertiser

    How Under Armour Connects Mobile Fitness To Content And Commerce

    BY //

    Under Armour has muscled up since its origin as a supplier of compression tees, thanks to its work connecting channels like mobile and email to physical stores. Under Armour is now more than an apparel provider. One of its biggest data assets comes from its community Connected Fitness, which has grown 30% year over year […]

  • Email

    Kahuna Raises $45 Million And Explains Why Marketers Need A Different Email System

    BY //

    Kahuna, a mobile marketing automation startup going against Adobe, Oracle and Salesforce.com, revealed Wednesday it had raised $45 million in Series B funding. The round, led by Tenaya Capital, Sequoia and SoftTech, will be used for product development and to expand Kahuna’s team of 80. Kahuna’s clients like Dollar Shave Club, Overstock.com, The Weather Channel […]

  • Mobile

    Jun Group Aligns Mobile Video Ads With Premium Publisher Content

    BY //

    When Jun Group was founded in 2005, its bread and butter was serving desktop video ads and ads in social and mobile games, rewarding players with virtual currency when they opted in. But the video ad platform has its sights on bigger things today: mobile brand advertising dollars. And it’s using a $28 million investment […]

  • Digital TV and Video

    Turner’s iStream Acquisition A Bid For IP-Based Video

    BY //

    Turner Broadcasting acquired a majority stake in live video-streaming platform iStreamPlanet on Friday, which the company hopes will boost its over-the-top and live-streamed video offerings. Although iStream will remain as a standalone company with its own board of directors, Turner Broadcasting CTO Jeremy Legg said the acquisition will help the broadcaster migrate its core video […]

  • Digital TV and Video

    How YouTube Became Google’s Inroad To Big Brand Budgets

    BY //

    “Premium video” is Google’s code for “brand budgets.” Its decision to remove YouTube inventory from the DoubleClick Ad Exchange (AdX) by the end of the year is one more way it hopes to clinch a piece of TV’s $70 billion portion of the overall brand budget. Platform providers were understandably upset when Google revealed the […]

  • Digital TV and Video

    What NBCUniversal's New Media Investments Mean

    BY //

    Sarah Sluis and Ryan Joe contributed. NBCUniversal’s $200 million investment in Vox Media and its expected (though unconfirmed) $200 million investment in BuzzFeed isn’t the big broadcaster’s first date with a digital publisher. It had a disastrous marriage with top women’s lifestyle publisher iVillage, which it acquired for $600 million in 2006 and eventually merged into […]

  • OPINION: On TV & Video

    Videa, Cox's Video SSP, Plans Connections To Buy and Sell Sides

    BY //

    Cox Media Group’s sell-side platform Videa is sinking more hooks into buy- and sell-side systems. Released earlier this year, Videa has since drummed up strategic partnerships with Gannett, Raycom and Media General on the local broadcaster side. That’s in addition to agency alliances with Carat and Amplifi and demand-side deals with Mediaocean and Videology. Now […]

  • Investment

    Alibaba Sees Flux In Ad Formats And Softening Sales In Mobile Shift

    BY //

    Despite Alibaba’s 28% revenue growth to $3.2 billion in Q1, the Chinese ecommerce giant experienced its slowest growth rate in sales over the last three years. This stall might be partially attributed to growing pains as Chinese consumers move from desktop to mobile. Alibaba’s total gross merchandise volume rose 34% to $108 billion (compared to […]

  • Digital TV and Video

    Scripps’ Video Site Newsy Gets ‘Down To The Second’ With Yield Management

    BY //

    Scripps-owned video news site Newsy is boosting its programmatic operation. One tactic is rewiring its yield management provisions to help prioritize programmatic direct vs. open auction deals. It is using a new real-time reporting tool in Tremor Video’s supply-side platform to do so. Although Newsy is six to seven years old, it’s relatively new to […]

  • Investment

    TubeMogul Q2: Mobile, Display And TV Grab 20% Of Global Spend

    BY //

    Video demand-side platform TubeMogul reported that more than 20% of global spend running through its platform in the second quarter came from mobile, programmatic TV and display ad formats. Mobile ad spend drove 10-15% of spend, programmatic TV constituted between 5-10% and less than 5% came from display. “We think this is significant, given our […]

  • Ad Exchange News

    Ad Tech Insiders Fear Google Tilts The Advantage Further In Its Favor

    BY //

    When Google revealed plans Thursday to exile YouTube ad inventory from the DoubleClick Ad Exchange (AdX) by the year’s end, many in the ad industry felt betrayed. Google’s reasoning for this change isn’t clear, even to its partners. Its stated motivation is that it wants to devote more resources to developing other video ad products. […]

  • Ad Exchange News

    Viacom: TV Media 2.0 Will ‘Connect Viewing And Audience Data Deterministically’

    BY //

    It’s a transitional time for TV companies. Viacom, like Fox and Disney, had a volatile fiscal third quarter. It missed its quarterly revenue mark by 3%, citing declines in ratings and a “sequential slowdown in advertising conversion.” In light of these challenges, the network’s president and CEO, Philippe Dauman, said during the company’s earnings call […]

  • Ad Exchange News

    Google To Yank YouTube Inventory Out Of AdX By Year's End

    BY //

    The writing was on the wall. Google revealed late Thursday it will no longer sell YouTube inventory through the DoubleClick Ad Exchange (AdX). Neal Mohan, VP of video and display advertising at Google, said in a blog post that the tech giant is yanking YouTube inventory from AdX to focus its development efforts on “the formats […]

  • Digital TV and Video

    Tremor Pushes Into APAC, Acquires Australian Video Platform TVN

    BY //

    Story has been updated with Q2 results. Tremor Video announced Thursday it has acquired Australian video supply-side platform TVN. Terms of the deal were not disclosed, though all 14 TVN employees will join the parent company. Tremor CEO Bill Day told AdExchanger his company will increasingly focus on international opportunities this year, and that APAC […]

  • Digital TV and Video

    Despite Increased Video Ad Spend, Tech Consolidation Could Lighten Ad Loads

    BY //

    Digital automation may increase the volume of video ads initially, but improvements in targeting and cross-screen frequency caps will drive more relevancy while ultimately reducing the overall ad load. It’s no surprise that data and technology are upending the upfront TV buy. Following a two-year slump in advance upfront commitments, Forrester expects advertisers to combine scatter, […]

  • Social Media

    Hootsuite: ‘We’re Seeing This Massive Shift Toward Imagery And Video’

    BY //

    For Hootsuite, it used to be all about text links on Twitter. Not so, anymore. The early Twitter client on Tuesday revealed native support for Instagram. So now, users can promote content on Instagram as well as across previously supported platforms like Facebook, Twitter, LinkedIn and Google pages. It also introduced recently link-to-buy functionality within […]

  • Investment

    Criteo Continues Growth Streak, Adding 730 Customers And Hefty Revenue Gains

    BY //

    French performance marketing company Criteo turned in a solid second quarter, growing its revenue ex-TAC by 65% to €110 million (US$120 million), up from €67 million (US$73 million) last year. Criteo continued its client growth streak, adding 730 net new advertiser clients in the last quarter to total about 8,500. It claims those clients are spending more, too, resulting […]

  • Digital TV and Video

    Cord Cutting Is Not A Global Phenomenon, Says German TV Giant

    BY //

    For German TV provider ProSieben, programmatic video and original content are among its top investment priorities. In acquiring programmatic video platform Smartstream.tv last Wednesday, and by purchasing a majority stake in YouTube multichannel network Collective Digital Studio in early July, ProSieben joins European media giant like RTL Group and Sky, which are also testing North […]

  • Ad Exchange News

    Yahoo To Acquire Social Commerce Powerhouse Polyvore

    BY //

    First Facebook bought TheFind. Then Twitter grabbed TellApart. Now Yahoo wants a piece of the ecommerce pie. The company revealed late Friday its acquisition of Polyvore, a social shopping site founded in 2007 by former Yahoo engineer Pasha Sadri. Terms of the deal were not disclosed. Although it preceded Pinterest by three years, Polyvore’s audience […]

  • Investment

    Integral Ad Science Raises $67 Million, Grooms For Global Expansion And More Acquisitions

    BY //

    Media quality verification company Integral Ad Science revealed Friday a new $67 million investment. The round is a mix of debt and equity financing, which CEO Scott Knoll described as an “optimal” blend for the 6-year-old company. Knoll also said the company’s revenue will surpass $100 million this year. The company had raised about $49.8 […]

  • Investment

    LinkedIn: Display Dips, But Total Marketing Revenue Climbs 32%

    BY //

    The flurry of marketing tools that LinkedIn rolled out last year is paying off for its ad business, said CEO Jeff Weiner during the company’s Q2 earnings call. Its Marketing Solutions business grew 32% in the second quarter to $140 million. With 52% of all traffic to LinkedIn coming from mobile, the platform saw a […]

  • OPINION: On TV & Video

    Deepening The Dynamically Ad-Served Pool

    BY //

    TV ad delivery will become more addressable as more viewers stream video from set-top boxes and consume IP-based content. Although the addressable TV ad market is still only worth $300 million compared to linear TV’s $70 billion, cable operators and agencies agree that growing the addressable TV footprint will introduce more flexibility into the cross-platform […]

  • Investment

    Fuisz Media Raises $10M To Staff Up And Go Global

    BY //

    Fuisz Media, a company that creates interactive video ads for brands like Nike, Dell and Victoria’s Secret, has raised $10 million in a Series A round led by Evolution Media Partners. Ross Levinsohn, who served as interim CEO of Yahoo and president of Fox Interactive, and Ian Doody, principal at Evolution Media Capital, have joined […]

  • Digital TV and Video

    Bridging The Gap Between TV Viewership And Conversions

    BY //

    Marketers struggle to link digital conversion data with television tune-in campaigns, because there’s no single system that connects disparate data points – like linking marketers’ CRM systems to Nielsen ratings. “The promise of digital is accountability and we need a solid, closed-loop system to make the connection,” according to Charlie Fiordalis, chief digital officer for […]

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