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

    In Pursuit Of Premium Video, Is Google Playing Agency?

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    Google has a long history of working with agencies, but its push for premium video – resulting in more direct relationships with publishers – may alienate it from its longtime partners. A seeming point of contention is Google Partner Select, a video exchange established in 2014, promising exclusive access to 30 premium publishers. Typically, Google […]

  • Digital TV and Video

    Turner Broadcasting On A Quest To Prove The Value Of TV Advertising

    BY //

    Broadcasters are exploring data as a way to prove the efficacy of their owned and operated inventory. Turner Broadcasting is the latest. The cable network – owner of CNN, TBS and Adult Swim, among others – recently partnered with marketing analytics platform MarketShare, through which it will offer a forecasting tool called Turner Incite during this […]

  • Digital TV and Video

    Virool’s CEO On Why Facebook Video Is Starting To Dominate

    BY //

    Face it: It’s unlikely your video campaign will go viral. Unlike Dollar Shave Club’s Michael Dubin, not everyone is a standup comedian. This is why metrics like engagement and target audience reach become much more sellable KPIs. Video platform Virool recognized this. Founded in 2012, the first iteration of the platform was as a self-serve tool for brands and […]

  • Ecommerce

    Alibaba’s Mobile Investments Hit PC Pay-For-Performance Business, Company Pursues Brand Dollars

    BY //

    Chinese ecommerce giant Alibaba Group is experiencing growing pains as it introduces mobile ad formats and weans itself from its pay-for-performance model toward one involving algorithmic-based advertising. On the company’s earnings call Thursday, COO Daniel Zhang called pay for performance a “great discovery mechanism,” but said focus on mobile monetization could have a short-term negative […]

  • Advertiser

    Cosmetics Brand E.L.F. Says Omnichannel Attribution Not Just A Pipe Dream

    BY //

    While many brick-and-mortar retailers grapple with bringing their businesses online, cosmetics brand e.l.f. did things in reverse. After 11 years in ecommerce, e.l.f. (that stands for Eyes Lips Face) is now expanding its offline footprint, said Megan O’Connor, VP of digital and ecommerce at e.l.f Cosmetics. In the past year, e.l.f. has opened three flagship […]

  • Mobile

    Button Brings Referral Mechanics To The App Ecosystem

    BY //

    Michael Jaconi, CEO of freshly funded mobile commerce startup Button, sees untapped opportunity in the app economy. Specifically, he’s tailoring Button’s Deep-Link Commerce Platform as a utility to help encourage ongoing app usage rather than a one-time app install ad. Uber is among the company’s customers. With a new $12 million Series A round in […]

  • Data

    eXelate Moves To Leverage Smart TV And Streaming Audio Data

    BY //

    Data marketing company eXelate on Tuesday launched the eXelate Customer Data Cloud, unifying its data exchange, data-management platform (DMP) and analytics. It also launched a streaming audio DMP in partnership with digital audio measurement company Triton Digital and is partnering with interactive video ad platform Innovid and set-top box provider Roku to create a smart […]

  • Data

    MetLife Navigates The Path Through Publishers’ Walled Gardens

    BY //

    Publishers love to wall off their audience data, but is that good for marketers, who need to track consumer activity across devices and various sites and apps? Certainly messaging across channels is more precise when the targeting mechanisms are based on, say, Facebook login data instead of cookies. But what happens when a marketing campaign needs […]

  • Digital TV and Video

    Forrester TV Report: Audience Composition, Data Will Overshadow The Rating

    BY //

    Linear TV as a distribution channel is splintering and the impact will be most felt in planning and buying around audience, said Forrester analyst and report author Jim Nail. In a survey of 3,166 adults in the Forrester report “Making Sense Of New Video Consumption,” released Friday, it’s estimated that only 46% of TV viewers […]

  • Digital Marketing

    Persado Closes $21 Million Series B For ‘Persuasion Marketing’ Platform

    BY //

    Persado has raised $21 million in a Series B round led by StarVest Partners with participation from Citi Ventures, American Express Ventures and Bain Capital Ventures. The company uses natural language processing to tailor email, site, search, SMS and social ad campaign copy. Persado is among a class of companies that specialize in algorithmically selecting […]

  • Digital Marketing

    Industry Preview 2015: Are Enterprise Stacks Shying Away From Media Execution?

    BY //

    The combination of behavioral and database marketing is giving rise to the predictive marketing platform, said Brian Andersen, partner at investment bank LUMA Partners, during a presentation at AdExchanger’s Industry Preview show Wednesday. The predictive marketing platform is unique in that it connects different functions like CRM, commerce systems and web analytics, and adds machine-learning algorithms to personalize […]

  • Digital TV and Video

    TubeMogul To Dive Into Display, Among Other 2015 Plans

    BY //

    Video demand-side platform TubeMogul plans to offer richer viewability tools, more automation around the TV buying process and – wait for it – the ability to purchase display inventory this year. In an outline of 2015 company initiatives shared with AdExchanger, included was TubeMogul’s plan launch a programmatic display offering for brands. CEO Brett Wilson emphasized […]

  • Mobile

    Twitter Acquires Indian 'Dropped-Call' Marketing Platform ZipDial

    BY //

    Twitter has acquired Indian startup ZipDial, a company that has capitalized on the opportunity to provide consumers in emerging markets a way to connect with friends, family or, in this case, brands, without incurring large call charges. TechCrunch first reported the deal, and estimated it to be in the $30 million-$40 million range. For Twitter, which has […]

  • Digital TV and Video

    ComScore Dives Deeper Into Cross-Platform Video Measurement

    BY //

    While comScore’s Video Metrix had been limited to desktop and PC, on Monday the company unveiled an update that will allow the video measurement tool to account for mobile, tablet and over-the-top (OTT) viewership. The New York Times first reported the development. Rather than break down program- or show-level viewership, the company is now calculating cross-platform audience viewership, comScorce […]

  • Data

    Nearing Independence, PayPal Plays Up Consumer Data Services

    BY //

    Single life nears for PayPal as it approaches its emancipation from parent company eBay, a split ostensibly designed to let each company play to its unique strengths. “PayPal will always be vitally important to the success of eBay and vice versa,” said Robert Clarkson, VP, GM, North America, merchant and retail solutions at PayPal, in […]

  • Ad Exchange News

    Google’s Mohan: Viewability First, Then Quality

    BY //

    Last week at CES, Google had a lot to say about video and viewability. But the company is not a viewability virgin. It’s had a viewable impressions tool called Active View in the market for well over two years and will soon extend viewability reporting across YouTube, Google Display Network and DoubleClick for both desktop […]

  • Investment

    Video Ad Startups Ignite A Funding Fire

    BY //

    If four video ad tech acquisitions in the second half of 2014 weren’t enough evidence the space is hot hot hot, a barrage of new investments in video marketing startups should help drive that point home. Vidyard, a video marketing automation platform, just raised $18 million in Series B funding from Bessemer Venture Partners and […]

  • Ad Exchange News

    Interactive Media Holdings Rebrands As ‘Viant,’ Unleashes An ‘Advertising Cloud’

    BY //

    Interactive Media Holdings (IMH), the operating company behind ad network Specific Media, social network MySpace, video ad platform Vindico and smart TV system Xumo, rebranded Wednesday as Viant. Along with the rebrand comes the release of a cloud-based platform called Advertising Cloud (yes, another cloud), which is a sum of three parts: a media execution platform, […]

  • Data

    Data Is The Core Of Oracle’s Cloud

    BY //

    When Oracle bigwigs gathered Tuesday in New York to discuss the company’s platform strategy, they focused on data’s central role – which makes sense given Oracle’s acquisitions of Datalogix and technology and services platform BlueKai. Oracle’s data investments, as they pertain to the Oracle Marketing Cloud, manifest through the Oracle Data Cloud initiative spearheaded by […]

  • Ecommerce

    Adobe Jumps On Commerce Bandwagon, Rolls Out ‘Shoppable Media’

    BY //

    Adobe isn’t exactly synonymous with ecommerce. At least, synonymous in the sense of competitors SAP and Oracle, which have invested aggressively and acquired commerce-centric companies like hybris, ATG Commerce and Datalogix, respectively. The extent of Adobe’s commerce capabilities, to date, have spanned standard site analytics, A/B testing and tag management, but the Adobe Marketing Cloud […]

  • Ecommerce

    Tesco Eyes Sale Of Dunnhumby, Its (Nearly) $1 Billion Shopper Data Business

    BY //

    Financially troubled British grocer Tesco confirmed rumors it intends to offload its data marketing and analysis division, dunnhumby. In documents released Thursday, Tesco said it has appointed Goldman Sachs as its adviser to explore “strategic options” for the US$756 million business as it embarks on a complete overhaul of its assets. It’s hard to bucket […]

  • Digital TV and Video

    Grazing In ‘Preferred’ Pastures – Why Google Expanded ‘Partner Select’

    BY //

    Google’s big video reveal this week included a significant update to its premium video exchange, Google Partner Select. At the time of its launch last June, it was unclear how many participants initially were involved in Google’s effort to “bring together the best of brand advertising with the best of programmatic,” Neal Mohan, Google’s VP […]

  • Ad Exchange News

    Qualia CEO: We’re Turning Intent Signals Into Targetable Impressions For Brands

    BY //

    Prior to 2011, when Greycroft Partners brought in Kathy Leake as president and founding partner of LocalResponse, the company had a different name – Buzzd – and a different business model. “The original idea was monetizing check-ins for advertisers,” she said. “If someone checks into Macy’s using Foursquare or publicly on Twitter, we would @message […]

  • Data

    Acxiom Keeps Neutrality Pledge, Renews LiveRamp Deal With Datalogix

    BY //

    As it turns out, Acxiom’s LiveRamp and Datalogix were friends all along. The duo – sometimes portrayed as rivals in the data onboarding space – on Monday revealed they’ve expanded their existing partnership through 2017. At the time of Acxiom’s $310 million acquisition of LiveRamp last spring, CEO Scott Howe compared Acxiom to Switzerland. That is, […]

  • Digital TV and Video

    Communities In Schools Taps Custom Video To Bolster Brand Recall

    BY //

    Despite serving 1.3 million students and families, the 35-year-old national nonprofit Communities In Schools (CIS) had set a “pretty low bar” for brand awareness according to Amy Labenski, CIS’s director of digital marketing. Specifically, they didn’t have any. “We weren’t reaching the general public,” she said. Labenski joined the nonprofit, which focuses on youth issues […]

  • Digital TV and Video

    TV & Video 2015: More ‘Portfolio-Enabled, Data-Driven And Audience-Based’

    BY //

    Cord-cutting forecasts present a cautionary tale for linear TV’s $70 billion ad market. Interpublic Group’s media research and buying division, MAGNA Global, for instance, found live, DVR and video on-demand viewing decreased 14% year over year among the 18-24 demo set for the 2014-2015 season. Conversely, eMarketer expects the viewership for connected devices like set-top […]

  • Data

    Round-up: Datalogix Is Good For Oracle – But Is It Good For Marketers?

    BY //

    If you’re an Oracle competitor, the Datalogix acquisition looks formidable indeed. It adds considerable power to its data-as-a-service offering, which to this point had mostly online data. But if you’re a marketer using Oracle’s technologies – or using Datalogix data to link online advertising to offline sales – what additional benefits can you expect? While, […]

  • Ad Exchange News

    Oracle’s Datalogix Is A Big Nugget In Offline-To-Online Data Gold Rush

    BY //

    The mad dash for offline-to-online data connections has been one of the top trends of 2014. Enterprise giant Oracle was the latest to close the loop between the online and offline worlds when it revealed Monday its intent to acquire data solutions company Datalogix. “This deal is about championing commerce,” said Ray Wang, principal analyst at […]

  • Platforms

    Oracle To Acquire Data Solutions Giant Datalogix

    BY //

    Oracle has agreed to acquire Datalogix, a data solutions company that shopped itself around in recent weeks, as AdExchanger has reported. As we previously reported, Facebook, Nielsen and Adobe have also shown interest in the business. Although the deal price was undisclosed, Oracle paid about 6.25x for BlueKai. If Datalogix had revenue of $125 million, that means […]

  • Digital TV and Video

    The Year YouTube Courted Brands

    BY //

    Google spent the year branding YouTube as the de facto video partner for brand advertisers. 2014 was certainly active for Google’s video properties. Its ads and commerce chief, Susan Wojcicki, took the reins at YouTube as senior vice president, Google packaged the top 5% performing YouTube videos for brand buys in a program called Google […]

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