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

    At Unilever, Engagement Metrics Drive Brand Equity

    BY //

    Unilever’s open-door approach to data and technology are on display in the brand’s Foundry effort, a program that invites startups to pitch their wares and work on digital innovation with the consumer packaged-goods company. Global Marketing SVP Marc Mathieu noted today’s data-obsessed marketing landscape has little to do with the French railway advertisements he remembers […]

  • Advertiser

    Data: Still An Albatross For CMOs?

    BY //

    Data, to the marketing organization, is like a vitamin – good for your overall health, but sometimes an afterthought (or you forget to take it entirely). That was a core theme at The Economist’s Big Rethink conference in New York City Thursday, where marketers gathered for a day of discussion at the Time Warner Center. […]

  • Ecommerce

    Startup BrandShop Packages Agency Services Alongside Commerce Tech

    BY //

    BrandShop is betting that ecommerce and agency services will continue to bleed together. Publicis Groupe’s $3.7 billion SapientNitro buy is the most recent example, but earlier deals such as Accenture Interactive’s acquisition of ecommerce advisory shop Acquity Group also underscore the shift. BrandShop, a hybrid of marketing services, ecommerce technology and orders and fulfillment, draws […]

  • Digital TV and Video

    Nielsen’s eXelate Buy Is A Bet On ‘Real-Time Data’ As Programmatic TV Emerges

    BY //

    Nielsen’s acquisition of data technology company eXelate for an estimated $200 million positions it squarely in the digital camp, a move experts agree was essential to break away from its perceived image as a purveyor of panels and diaries. “It’s a recognition that the future is more than measurement and analysis,” said Dave Morgan, CEO of […]

  • Digital TV and Video

    Nielsen Acquires Data Platform eXelate For Estimated $200 Million

    BY //

    Nielsen has acquired data-management technology platform and exchange eXelate, the companies announced Wednesday. The deal is a major foray into the programmatic arena for TV-centric researcher Nielsen, which has been looking for ways to accelerate its digital audience intelligence. Terms of the deal were not disclosed, but AdExchanger sources estimated the transaction price at close to $200 […]

  • Ad Exchange News

    Integral Ad Science Acquires Video Measurement Startup Veenome

    BY //

    Ad verifier Integral Ad Science has acquired video analytics startup Veenome in a deal the two companies claim will kick video measurement up a notch. Veenome’s product premise is that advertisers should know the context of the video content around their placement, not simply that they hit their demo targets. Advertisers undoubtedly want to know […]

  • Ad Exchange News

    Fox Networks' Advanced Ads Chief: Impressions Depress Prices And Drive Up Ad Loads

    BY //

    Greater automation in TV introduces more nuances to the viewability debate, in addition to maintaining the right frequency of ads to content. Just ask Joe Marchese, the newly appointed president of advanced advertising for Fox Networks Group. His promotion follows 21st Century Fox’s acquisition of the interactive video ad platform true[X], which he oversaw, in December. In addition to the standalone […]

  • Digital TV and Video

    Why ComScore Needs WPP’s Investment To Take On Nielsen

    BY //

    Digital measurement company comScore needed WPP’s investment in order to rival Nielsen in cross-platform ratings, according to one comScore partner. Although Nielsen dominates linear TV measurement, its push toward a “Total Audience” rating will improve its mobile Online Campaign Ratings tool, launched last summer. ComScore, in lockstep, rolled out a cross-platform tool in January to […]

  • Digital TV and Video

    TubeMogul Talks Programmatic Direct In Video, As Q4 Revenue Rises 64%

    BY //

    Video demand-side platform (DSP) TubeMogul touted its self-serve model, which now accounts for 76% of total client spend with the company, during its Q4 earnings call Thursday. The remaining 24% constitutes its managed-service model, but TubeMogul hopes to reach an 80-20 split by the end of 2015. The average client spend committed by self-serve Platform Direct […]

  • Agencies

    As Platforms Seek To Own ‘Influence,’ Agencies Race To Adapt

    BY //

    Depending on how you frame it, Facebook, YouTube, Twitter and Pinterest are either disintermediating the influencer marketing ecosystem or “wrapping their arms more tightly around it,” as Lisa Weinstein, president of global digital, data and analytics at Starcom MediaVest Group, puts it. Circa 2011, brands threw money at social marketing agencies with one goal: “Go […]

  • Digital TV and Video

    Dailymotion Plots US Video Expansion, Courts Demand Partners

    BY //

    Before Yahoo bought video exchange BrightRoll, it had eyes for Dailymotion, a French video-sharing site that amasses more than 2.5 billion video views a month. Although that’s nowhere near the size and scope of YouTube, which gets 4 billion views a day at last count, some speculated Dailymotion would have been Yahoo’s YouTube had French […]

  • Agencies

    MAGNA Global Expands Consortium To Unlock Untapped TV Audience Data

    BY //

    IPG Mediabrands’ media investment arm, MAGNA Global, has added 15 long-tail and premium TV networks to its consortium mix. The long-term goal is to automate more than 50% of client buys. MAGNA Consortium’s original slate of partners included print, digital and TV publishers like Clear Channel Media and Entertainment, Tribune, AOL, Cablevision and A+E Networks. […]

  • Digital TV and Video

    Live Streaming Takes Off, But Dynamic Ad Serving Needs To Catch Up

    BY //

    As consumers cut cords and stream more video, advertisers are tightening their purse strings at the TV upfronts. But content owners shouldn’t fear too much. They aren’t losing their audiences, just watching them transition to IP-based connections. In 2014, broadcasters experienced 67% growth in digital video ad views for shows in their first season, according […]

  • Digital Marketing

    In A Web Of Marketing Data, The ‘Translation’ Layer Emerges

    BY //

    More marketing platforms are getting into middleware – acting as a translation layer between a server and applications. One example is Acxiom, which tries to position itself as a neutral connector between online and offline data sources. Another one is Beckon, which recently raised $13 million in Series B funding led by Venrock to act […]

  • Ecommerce

    Mobile Platform Vibes Launches WalletAds, Links Banner Ads To In-Store Sales

    BY //

    Mobile marketing platform Vibes thinks all of the fanfare around Apple Pay might bring mobile wallets into the mainstream. Thus, it rolled out a related mobile ad product called WalletAds on Friday in anticipation of that shift. WalletAds lets consumers download branded content, offers or coupons to Apple Passbook or Google Wallet directly from a banner ad. […]

  • Digital TV and Video

    Tremor Video Says Programmatic Now 14% Of Its Revenue And Growing

    BY //

    Tremor Video, the self-described premium video marketplace, said programmatic accounted for 14% of Q4 revenue (total of $41.9 million, a 15% YoY increase), and it expects more positive growth in 2015. Total revenue for the year grew 21% to $159.5 million, the company revealed in its Q4 earnings Thursday. Gross margins were 36.2%, compared to 40.9% […]

  • Digital TV and Video

    Clypd Rolls Out TV Yield Ops Tool ‘Optimize,’ Univision Approves

    BY //

    TV supply-side platform Clypd rolled out Optimize on Thursday, a yield optimization tool and scheduler designed to let media owners predictively sort supply. Conversely, Clypd hopes it will give TV planners a more accurate read into what inventory is available for purchase from those media owners, said the company’s chief architect, Bruce Dilger. For more than […]

  • Ad Exchange News

    LinkedIn Converts Bizo Into A Full-Funnel Marketing Solutions Suite

    BY //

    LinkedIn CEO Jeff Weiner referenced a “re-envisioned” marketing solution suite coming soon during the company’s Q4 earnings, and it appears he acted swiftly. The company on Thursday rolled out two products: LinkedIn Network Display and LinkedIn Lead Accelerator. [The company’s blog post.] Network Display is an ad product reaching across 2,500 publisher sites as well as […]

  • Digital TV and Video

    Still No Programmatic Revenue For YuMe

    BY //

    Nearly a year since video ad platform YuMe plunged into programmatic by launching the Video Reach buying platform, it still has no revenue attributable to the practice. YuMe, which had invested 5% of total revenue into programmatic, expects it to contribute to top-line growth “within the second half of the year,” CEO Jayant Kadambi said during the company’s […]

  • Ecommerce

    Facebook Debuts Product Ads, A Mobile Boon For Retailers

    BY //

    Facebook on Tuesday rolled out product ads designed to let retailers connect their product lists with news feed units. Read the blog post. Retailers traditionally have trouble syncing up inventory-level data with media, since the bulk of that information sits in transactional databases. “With dynamic product ads, marketers can directly upload their product catalog to Facebook or set […]

  • Ecommerce

    Despite eBay Enterprise’s Technology, Its Real Power Is Its Data Connection

    BY //

    If data is currency, then eBay’s ecommerce marketplace is a bank. But what of eBay Enterprise, the marketing services division that eBay hopes to spin off? While the eBay marketplace has 155 million active users, generated $2.3 billion in Q4 and fields mobile apps that helped transact $20 billion in sales last year, eBay Enterprise […]

  • Digital TV and Video

    SnagFilms’ CEO On Cracking Monetization In The New TV Ecosystem

    BY //

    Whether you’re Coca-Cola or the NFL, building experiences across 15 device and app environments is a tall order. It’s why video publisher SnagFilms launched spin-off company ViewLift on Thursday, aiming to help media networks as well as brands target video app audiences and boost discoverability across mobile devices, smart TVs and set-top boxes. ViewLift has […]

  • Advertiser

    Colgate, MINI Talk Digital’s Impact On TV Planning

    BY //

    A global consumer packaged-goods giant and specialty automotive company have very different digital aspirations. For toothpaste brand Colgate-Palmolive Co., its target demographic is everyone. “How many teeth exist in the world?” said Jack Haber, VP of global advertising and digital for Colgate-Palmolive Co., during Simulmedia’s Salon series panel event Thursday with MediaLink. “For some brands, […]

  • Agencies

    WPP Group Will Stake Up To 20% Claim In ComScore

    BY //

    WPP Group’s data management investment division Kantar entered Thursday into a strategic deal globally with online measurement mainstay comScore, which could give it up to 20% equity stake in the company — if all shakes out as planned. Read the full release. Through the deal, comScore will issue about 5% of its shares in exchange for […]

  • Digital TV and Video

    TV Might Be Everywhere, But Ad Strategy Isn’t

    BY //

    Catering to cord-cutters, cable networks and broadcasters are unbundling their content. CBS, HBO and Viacom will all roll out paid subscription services. Ex-Hulu CEO Jason Kilar is launching both a subscription-based and ad-supported web video service, Vessel. And paid TV service Dish is rolling out Sling TV, a $20-per-month streaming service that gives subscribers AMC, […]

  • Digital Marketing

    Another Marketing Cloud? SAP Uncorks A Marketing Platform

    BY //

    While SAP has been generally absent from the marketing cloud conversation (save for last year’s announcement it would resell Adobe Marketing Cloud solutions), the company on Tuesday rolled out of a contextual marketing platform dubbed the SAP hybris Marketing Solution. “SAP hasn’t traditionally been known in the marketing space, but we are rapidly building out […]

  • Digital Marketing

    Direct Mail Specialist Pitney Bowes Makes Digital Strides

    BY //

    Pitney Bowes, a 90-year-old company commonly thought of as a manufacturer of postage meters, is quietly sitting on an $838 million digital commerce business. Like its competitors, Pitney Bowes’ marketing services is the sum of many acquired parts. Its many acquisitions include: MapInfo, a mapping and location intelligence platform acquired in 2007; Portrait Software, customer […]

  • Ad Exchange News

    LinkedIn Marketing Revenue Up 56%, Seeks To Expand Monetization Opportunities

    BY //

    LinkedIn had strong growth across all lines of business in the fourth quarter. Marketing Solutions revenue for the quarter was up 56% year over year, coming in at $153 million. This beat some analysts expectations, which projected that figure at a slightly lower $131 million. [Here are the full results.] Marketing Solutions accounts for 24% of […]

  • Digital TV and Video

    Broadcasters Like Digital Amplification, But Demand More Credit For Their Content

    BY //

    Jeff Lucas, head of ad sales for Viacom Music and Entertainment, likes photo-messaging app Snapchat. Because its user base is dominated by females under 25, the platform that popularized the “fleeting” SMS aligns closely with Viacom property MTV’s young millennial audience. It’s one of the reasons why MTV is test driving Snapchat’s new Discover feature, part of […]

  • Ad Exchange News

    Twitter Seeks To Prove Value For Smaller Advertisers

    BY //

    Twitter has developed ad products for big budgets (like second-screen targeting tool Twitter Amplify), but it’s also trying to show small and midsize advertisers it’s got their interests in mind. Twitter on Wednesday rolled out “Quick Promote,” an update to its 2013 self-serve ad platform. The feature is designed to simplify optimization for promoted tweets, […]

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