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

    Google Gets Into Cross-Screen TV Forecasting

    BY //

    Google is slowly revealing the fruits of its cross-screen TV efforts. “We’re introducing new ways for broadcasters to forecast in DoubleClick for Publishers by enabling them to forecast available Internet TV inventory with greater precision, insights and impact from patterns in commercial breaks,” wrote Rany Ng, director of product management for video, in a blog […]

  • Digital TV and Video

    Will YouTube’s Paid Subscription Constrain Video Supply?

    BY //

    Google’s plan to rival Netflix and Hulu by introducing its own ad-free subscription service has left some questioning as to whether it will restrict content creators enough to move elsewhere. Although YouTube creators will receive a 55% cut of paid subscription revenue for their videos, which is equal to the percentage they earn for pre-roll […]

  • OPINION: On TV & Video

    Cox Turns Up The Dial On TV Automation With Launch Of SSP Videa

    BY //

    Video supply-side platform consolidation was huge last year – Telstra (Ooyala) grabbed Videoplaza, Facebook bought LiveRail and RTL Group planted a majority stake in SpotXchange. But in the wake of all the acquisitions, new SSPs also arose. The latest is Videa, a TV SSP backed by broadcaster Cox, unveiled Thursday. Videa has been in beta […]

  • Digital TV and Video

    YuMe Struggles To Reinvent As Programmatic Video Takes Hold

    BY //

    In the words of Amy Grant, “It takes a little time sometimes.” She might have been singing about video ad network YuMe’s programmatic push. While competing platforms like LiveRail and TubeMogul have either been acquired or pivoted into automation, some industry insiders say that YuMe is in survival mode. Consider that TubeMogul’s market cap of […]

  • Digital Audio and Radio

    Video Ad Platform Zefr Tunes In To SoundCloud

    BY //

    Video branding and YouTube rights management platform Zefr – the brainchild of entrepreneur Rich Raddon, who sold the streaming video company he co-founded, Movieclips, to Comcast’s Fandango last year – is setting its sights on audio app SoundCloud. “SoundCloud is now partnering with us to understand the fan activity that’s going on on the platform,” […]

  • Ecommerce

    Square Deepens Marketing Solution, Ties Email To Sales Data

    BY //

    Twitter founder Jack Dorsey’s payment startup Square is moving farther up the funnel. Known mainly as a lightweight mobile payment processor for boutique mom-and-pop stores and taxi cabs, Square on Tuesday rolled out Square Marketing, a product that will fit in to its growing set of Customer Engagement tools for small and midsize businesses (SMBs). […]

  • Ad Exchange News

    Merkle Acquires Pointmarc To Merge Media And Marketing Analytics Services

    BY //

    Database marketing and CRM agency Merkle has acquired performance marketing agency Pointmarc, a Seattle-based digital analytics consultancy. Terms were not disclosed. The deal is the latest in an acquisitions spree for Merkle, which acquired paid search and social agency RKG last July and earlier bought Chicago digital agency New Control, design firm 5th Finger and […]

  • Ecommerce

    Bebe Tries On Different Desktop And Mobile Ensembles

    BY //

    Women’s clothing retailer Bebe is rewiring the way it turns data into personalized offers for young, fashion-forward females on their devices of choice. Founded in 1998 and now operating more than 200 retail stores with 100 international franchisees, the company hired a chief digital officer, Erik Lautier, in January 2014 to improve conversions on Bebe’s […]

  • Data

    Oracle’s Datalogix Deal Driven By Marketers’ Need To Mix First- And Third-Party Data

    BY //

    Although Oracle’s acquisition of Datalogix hasn’t officially closed yet, some industry insiders have speculated the deal underscored Oracle’s interest in identity-based marketing. Marketers need richer audience profiles that include known and anonymous attributes, meaning platforms should include, but also go beyond, cookie syncing, Kevin Akeroyd, SVP and GM of the Oracle Marketing Cloud, told AdExchanger. “The CMO […]

  • Digital TV and Video

    Epoxy’s CEO Prefers Product Placements To Pre-roll

    BY //

    Google’s pitch to brands is that YouTube is a great place to increase brand lift and drive sales, not just impressions. If YouTube star Bethany Mota talks about Tide-To-Go, its impact is like a friend’s social media recommendation, which is why Google is gunning for these direct-sold sponsorships to be part of its own sales process. Similar […]

  • Data

    Oracle Links Cross-Platform IDs, Touts Data Neutrality

    BY //

    Oracle is rallying behind a product called Oracle ID Graph, announced Wednesday at Oracle Modern Marketing Experience in Las Vegas. It’s not a cross-device ID – the enterprise cloud company recognizes big consumer platforms like Facebook, Google and Apple are up to the task. Instead, ID Graph is designed to make the “unique identifiers” associated […]

  • Analytics

    MarketShare Acquires Marketing Analytics Platform DataSong

    BY //

    MarketShare has acquired DataSong, a San Francisco-based marketing analytics startup that catered to omnichannel retailers like Neiman Marcus and Williams-Sonoma. Terms of the deal were not disclosed. MarketShare, which creates tools for marketers, agencies and media companies to assess business performance, will also roll out the MarketShare DecisionCloud, a marketing analytics, attribution, planning and execution platform. […]

  • Data

    Behind Oracle’s Data Cloud: ‘B2B Data An Unsung Hero Of Consumer Intent’

    BY //

    After Oracle bought data-management platform and exchange BlueKai last February, it essentially split the company in two. The Oracle Marketing Cloud reaped the benefits of BlueKai’s DMP while BlueKai’s Audience Data Marketplace formed the basis of the Oracle Data Cloud. Still, there’s overlap. “We have a very rich history with these two lines of business working […]

  • Advertiser

    Pepsi Taps Live Video To Reach Mountain Dew Die-Hards

    BY //

    When “consumer immersion” is your top brand metric, live-streaming video enters your channel-investment strategy. Such is the case for PepsiCo-owned Mountain Dew, one of the first brands to test-drive Twitter’s new live-video app, Periscope. Mountain Dew created a three-minute video asking fans to stop by and say, “What’s up?” and to interact by sending the […]

  • Ad Exchange News

    Online Video Surges, As Advertiser Budgets Cut Into TV

    BY //

    Video ad spend will continue to explode, increasing 29% per year and reaching $23.3 billion by 2017, according to the latest update to ZenithOptimedia’s global ad expenditure forecast. While 29% is a decline from the 34% growth rate Zenith recorded for online video in 2014, the format is the fastest-growing digital ad category, partially due […]

  • Agencies

    Navigating Programmatic TV Terrain, Trading Desk Style

    BY //

    Although programmatic TV executions are far from “real-time,” agencies and some of the digital DSPs have made headway as suppliers open up greater access to inventory (at least on the local-market level). MDC Partners’ Varick Media Management is one of them. The company claims it buys programmatically now across seven different channels, including TV. One […]

  • Advertiser

    E-Tailer Frank & Oak Invests In Video, Mobile App Install Ads To Reach More Millennial Males

    BY //

    Montreal-based Frank & Oak, a menswear ecommerce company named by Fast Company as one of the “World’s Top 10 Most Innovative Companies of 2015,” thinks video and mobile should be the first entry points into its acquisition funnel. Founded in 2012, the company has more than 1.6 million active users (most of them young males […]

  • Digital TV and Video

    Rubicon Project Looks To Boost Video Supply With ‘InLine’ Ad Format

    BY //

    Rubicon Project hopes a partnership with video ad platform Virool, unveiled Wednesday, will help shore up more video supply. Rubicon will exclusively sell Virool’s new InLine format through all business lines, including auction-based and guaranteed and non-guaranteed orders. It’s difficult for third-party sellers and marketplaces like Rubicon to access more video inventory, since most premium […]

  • Advertiser

    Coldwell Banker Taps ESPN, MLB.com To Drive A Home Run

    BY //

    While sports and selling houses might not have much in common, residential real estate brokerage Coldwell Banker wanted to create brand awareness that extended beyond the big-ticket transaction. Thus, for the fourth year in a row, Coldwell Banker will buy commercial airtime alongside ESPN’s “Baseball Tonight” for “Catch,” a 30-second spot created by Coldwell creative […]

  • Digital TV and Video

    Over-The-Top Video A Balance Between ‘High-Touch And Automation’ At AOL

    BY //

    AOL is building on its foray into long-form content, which it first announced at last year’s newfronts, by distributing the pilot of its documentary series, “Connected,” on Roku devices. Although AOL Video has content distribution agreements with 17 different Internet-streaming and over-the-top devices, including Amazon Fire and Chromecast, “Connected” – produced by Morgan Spurlock and […]

  • Social Media

    Content Marketing Consolidation Continues, As Cision Grabs Viralheat

    BY //

    Cision, largely known as a purveyor of PR software, has acquired enterprise social media and content marketing platform Viralheat. Terms of the deal were not disclosed. Cision has been on an acquisition streak over the past year, merging with media intelligence tool Vocus, acquiring UK-based Gorkana Group and snapping up social analytics platform Visible Technologies. […]

  • Advertiser

    Hilton Worldwide: ‘We’re Constantly Refining Our Attribution Model’

    BY //

    If you’re looking for a last-minute hotel in Times Square, who ya gonna call? Google hopes you’ll simply do a quick search. The company has updated its Google Hotel Ads format, an AdWords product first launched in 2011, to include greater searchability on price and location, user reviews, mobile compatibility and high-res images. Hospitality giant […]

  • Digital TV and Video

    AOL Powers Private Marketplace For Programmatic Movie Ads

    BY //

    Video and cross-screen private marketplaces (PMPs) are all the rage, though their strategic uses differ from publisher to publisher. AOL’s newest PMP partner, Rev4 Media, wanted to take advantage of the silver screen and the associated second-screen opportunity for mobile app developers. It’s in the process of building a PMP using AOL’s technology. Rev4 Media […]

  • Digital TV and Video

    BrightRoll Bakes Yahoo Audience Data Into Video Buying Platform

    BY //

    It’s been 100 days – give or take a day – since Yahoo bought the video demand-side platform and exchange BrightRoll for $640 million, and BrightRoll CEO Tod Sacerdoti has been busy. BrightRoll on Wednesday revealed it’s baking Yahoo audience demographic and behavioral data into BrightRoll’s DSP, which the company claims will enrich ad-targeting capabilities […]

  • Data

    Shopper Data Juggernaut Nielsen Catalina Migrates To Mobile

    BY //

    As it nears its fifth birthday, Nielsen Catalina Solutions (NCS), a joint venture between Nielsen and Catalina, is making moves to marry shopper marketing data with mobile ads to determine the sales impact. “Mobile is a huge area for us and we expect it to be 50% plus of digital media buys in the future, […]

  • Digital TV and Video

    Digital Influences TV Buys As Networks Prep For Converged Upfronts

    BY //

    Advanced audience targeting is taking a seat at this year’s TV upfronts. Sellers are lining their arsenals with new products promising cross-platform reach, partially out of necessity. Viewer attention is fragmenting and advertisers want assurance that if they commit an upfront buy, there will be multiple points of execution. It’s unclear the extent to which buyers […]

  • Digital TV and Video

    How CBS Strategizes Cross-Screen Video

    BY //

    Depending on whom you survey, linear TV viewership is either flat or rapidly declining. Thus, increasing digital’s revenue share is a priority for networks like CBS. In 2010, CBS started doing audience profile studies and, this year, found that 30% of CBS.com users didn’t subscribe to a cable package, according to Domenic DiMeglio, VP of distribution […]

  • Ecommerce

    Jet.com's Marc Lore Bets On A New Breed Of Customer Acquisition

    BY //

    Jet.com, the stealth upstart from Marc Lore, the man who sold vertical ecommerce company Quidsi – parent of Diapers.com, Soap.com and BeautyBar.com – to Amazon for $545 million in 2010, wants to remake the commerce model. Primed to launch in late spring, Jet.com seeks to democratize the Amazon marketplace model. Buyers who subscribe for $49.99 […]

  • Digital TV and Video

    Viewability Will Rewrite Video Economics, Eventually

    BY //

    The only certainties in life are death, taxes and multiple definitions of “viewability.” The Media Rating Council (MRC) defines a video ad as viewable if half of that ad is in-view for a minimum of two consecutive seconds, but others, like media agency GroupM, are demanding all pixels be in-view with the sound on for at least 50% […]

  • Advertiser

    Expedia Teams Up With Twitter, Holland To Help ‘Van Gogh’ Take Flight

    BY //

    It’s been 125 years since the death of famed Dutch artist Vincent van Gogh, and Holland is going all out. With a yearlong commemoration of the post-impressionist painter just underway, the Netherlands Board of Tourism and Conventions (NBTC) hopes to drive awareness for Amsterdam, but particularly the less-frequented destinations in Holland like Gelderland and Brabant. […]

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