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

    GE Goes Over The Top

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    General Electric is about to make its first foray into over-the-top devices and connected TVs, said Alexa Christon, the company’s global head of media innovation. Through a deal with music and entertainment platform Vevo, GE will serve as a paid distributor of an original and curated video bundle to connected devices such as Samsung, Roku, […]

  • Digital Marketing

    16 Vendors Under The Glass, As Gartner Releases First Digital Marketing Hub Quadrant

    BY //

    Gartner Research’s first-ever Magic Quadrant for Digital Marketing Hubs, released Wednesday, assumes that ad tech, marketing tech and CRM will naturally converge. As such, it pits enterprise platforms like Salesforce.com against ad tech regulars like Rocket Fuel [x+1] and Turn. No doubt many in the industry will debate whether or not this is fair, or […]

  • Digital TV and Video

    21st Century Fox To Acquire Video Ad Platform True[X] For $200M

    BY //

    Christmas came early for digital video ad platform true[X]. The ad platform, which serves both advertisers and publishers, revealed Wednesday that News Corp. spinoff 21st Century Fox intends to acquire it. Although the terms of the deal were not disclosed, The Wall Street Journal pegged that figure at about $200 million. (Read the release). This acquisition indicates 21st […]

  • Platforms

    Data Sharing, Modularity And Video Creative: AOL Platforms Lays Out Its 2015 Road Map

    BY //

    If data is currency, then it’s no wonder most companies lock it in a safe (unless you’re Sony Pictures Entertainment, in which case you just put it on a Word document somewhere). But this can be a tremendous point of frustration for brands that want to use the data housed by the big dogs of […]

  • Digital TV and Video

    Cuisinart Blends Static Videos With Calls To Action To Cook Up Engagement

    BY //

    While views and completion rates are the most common video success metrics, there’s no way to guarantee a human audience. A recent study by the Association of National Advertisers found 23% of video impressions are probably bogus. Thus, marketers are clamoring for engagement-based metrics, which is why kitchen appliances brand Cuisinart is installing calls to […]

  • Data

    CPG Data Specialist Dunnhumby Sees A Future Forging New Currency

    BY //

    Dunnhumby, British grocery giant Tesco’s data science subsidiary, sits at the intersection of online and offline retail data. It mashes up CRM files and loyalty card information, which brands can use to prove sales uplift. Tesco isn’t the only retail outlet to supply this service. Walmart, for instance, turns in-store and online transaction data into […]

  • Investment

    Adobe Q4: Record Marketing Cloud Revenues Due To Bookings, Transaction Sizes

    BY //

    Adobe Systems posted strong growth in its fiscal year ($4.15 billion in annual revenue). Adobe Marketing Cloud also did well in terms of revenue, bookings and customer adoption. Revenue for the Marketing Cloud in Q4 was $330 million and more than $1.1 billion for the fiscal year, an annual record that occurred because the company exceeded its annual bookings […]

  • Digital TV and Video

    Facebook Outlines Its Video Aspirations

    BY //

    Is a Facebook video impression worth the same as in video-on-demand? This was one of many questions posed to YouTube and Facebook reps during Tuesday’s TV Of Tomorrow Show in New York. Patrick Harris, Facebook’s director of global agency development, argued that “the CMOs we serve are not thinking about the value of specific impressions. […]

  • Ad Exchange News

    Nielsen Primes ‘Total Audience’ Push, But Publishers Have Questions

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    Nielsen is pushing a total audience measurement designed to quantify audience and campaigns across screens, but it’s unclear whether it’s a service, platform or just a new marketing pitch. Kelly Abcarian, SVP of product architecture, described the total audience measurement rating as an ongoing development for the company, building off of its existing data structure. […]

  • Ad Exchange News

    PlaceWise, Publisher Of Mall And Grocer Websites, Embraces Programmatic Sales

    BY //

    Casale Media’s Index Exchange has hooked up with place-based content and shopper media network PlaceWise Media on a new private exchange connecting advertisers with intent-based shoppers. PlaceWise, a publisher of retail destination sites for 3,000 grocers and 600 shopping and lifestyle centers nationally, reaches close to 16 million monthly visitors across its online network. A […]

  • Ad Exchange News

    MAGNA Report: CPGs Kick Digital Ad Spend Into High Gear

    BY //

    A new report from Interpublic Group’s MAGNA Global media research and buying arm reinforces earlier predictions that consumer packaged goods (CPG) brands would invest as much as $7 billion in digital advertising by 2018. According to MAGNA’s 2015 Global Advertising Revenue Forecast, released Monday, verticals like CPG and pharmaceuticals, which once invested more heavily in […]

  • Ad Exchange News

    Answers.com CEO On Building Content, Commerce Credo Out Of Q&As

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    Answers.com, a knowledge resource site, has evolved from a basic wiki to a publisher and marketing tech provider. “We’ve made a lot of positive changes to the site,” said David Karandish, CEO of Answers.com, “have added support for Facebook, Google+ and Twitter for [gated] logins (Answers.com now has over 180 million registered users) and turned […]

  • Digital TV and Video

    TubeMogul Dives Into Linear With 'PTV' Offering

    BY //

    Programmatic television isn’t yet a reality, but integrations between a number of linear TV inventory providers and the video demand-side platform TubeMogul may help move that needle. On Thursday, TubeMogul rolled out Programmatic TV (PTV), a software-buying system designed to streamline the complex TV-buying process. PTV hooks into linear supply-side platforms AudienceXpress, clypd, FreeWheel, place […]

  • Ecommerce

    How Digital Channels Performed During The Holiday Rush

    BY //

    Black Friday came and went and while the results were mixed (The National Retail Federation (NRF) estimated an 11% drop in combined online and in-store retail sales), digital seems to be the bright spot. ComScore, for instance, found $26.7 billion was spent online in the month of November, a 16% increase from last year while Adobe’s […]

  • Ad Exchange News

    Update: Datalogix Wants $1B, Adobe Kicks Tires

    BY //

    Data solutions of the sort that Datalogix provides are hot right now, and the company hopes that fact will drive up its eventual sale price. As it reached out to would-be buyers this fall, Datalogix hoped to get as much as $1 billion, sources say. Factoring in estimated 2014 revenues of $125 million, that figure […]

  • Ad Exchange News

    Datalogix To Be Acquired Soon, Nielsen Seen As Likely Buyer

    BY //

    Datalogix, a provider of online and offline data, is nearing a sale of the business. According to multiple AdExchanger sources, the company has entertained offers in recent weeks, including from TV ratings mainstay Nielsen and Facebook. However Facebook is no longer in the running, and Nielsen is considered the most likely buyer. Although neither company […]

  • Digital TV and Video

    Hulu’s Peter Naylor On The Future Of Streaming Video

    BY //

    As more networks like HBO and WWE Network develop a la carte streaming services, competing streaming video or TV providers (and some e-commerce companies, for that matter) are pressed to develop good content that resonates with subscribers. Hulu, which pulled in about $1 billion in revenue in 2013 and has over 6 million Hulu Plus members, airs […]

  • Ecommerce

    Google Shopping Ads Explode, Igniting Interest From Retailers (Including Amazon)

    BY //

    You’ve come a long way, baby. Product listing ads (PLA), which some consider the crown jewel in Google’s commerce crown, didn’t cost a thing in 2012. Today the paid search product, now referred to as Google Shopping Ads, may be bringing in as much as $8 billion for Google, according to Evercore Partners estimates. Based […]

  • Advertiser

    Voya Financial Taps Twitter As A Brand Marketing Vehicle

    BY //

    When you’re tweeting, the last thing you’re thinking about is your retirement fund. But that was precisely why insurance provider Voya Financial used Twitter for an ongoing brand campaign. Voya’s goal was to introduce its new brand – the company had been renamed in April after it spun off from Dutch bank ING Groep and […]

  • Digital TV and Video

    Vidible Enters Fight Against Fraud

    BY //

    One hang-up premium publishers have with digital video – besides producing enough of content – is monetizing it, especially videos distributed off-network. One problem: blocking fraudulent traffic. In that spirit, IDG, which owns GamePro, TechHive and PC World, also uses an anti-fraud solution called Flashlight, built by video content syndication platform Vidible in partnership with […]

  • Digital TV and Video

    GroupM’s Bologna On The Economics Of Addressable TV

    BY //

    Although addressable TV advertising commands an estimated $200 million-$300 million in spend compared to linear TV’s $70 billion annual ad market, according to some TV industry execs, it promises a targeted buy down to the household level either through a set-top box or other IP-enabled device. However, the inherent challenges of addressable TV – which include […]

  • Digital TV and Video

    Streaming Video Services Pile On, With Amazon Reportedly The Latest

    BY //

    Amazon’s rumored development of an ad-supported video-streaming service was resurrected Friday when the New York Post reported the ecommerce company’s launch of a “Netflix killer” is, indeed, nigh. Although Amazon says it often experiments with new offers and experiences for customers, it has not announced plans for an ad-supported video-streaming service. According to The Post’s […]

  • Advertiser

    Sponsorships Still Rule In Sports, But Advertisers Are Reaching Across Channels

    BY //

    While marketers have long rallied around tent-pole events like the Super Bowl, the focus is no longer solely on the big-ticket TV buys or stadium sponsorships. But big games are still valuable to advertisers. While ads tied directly to major sporting events still command the most money because of their enormous draw, marketers are also […]

  • Data

    ShareThis Appoints A Programmatic VP

    BY //

    ShareThis, the purveyor of a social share button spanning a wide swath of publisher sites and channels, on Tuesday appointed Wade Rifkin as its VP of Programmatic Partnerships. Rifkin came from agency DigitasLBI, where he was VP of Programmatic. (See the Q&A on his transition). Rifkin’s relationships with trading desks and agencies should come in handy, particularly since ShareThis […]

  • After $250M Injection, Campaign Monitor Gets Acquisitive

    BY //

    Watch out, Constant Contact and SurveyMonkey. A 10-year-old email marketing platform from down under is moving in. A few months after raising $250 million from Insight Venture Partners – its first fundraising since the company was founded in 2004 – Campaign Monitor revealed Tuesday that it has acquired online survey startup GetFeedback. It’s a homecoming […]

  • Agencies

    MDC Partners Assembles 'Real-Time' Tech For Dynamic Creative

    BY //

    Tech and media agency Assembly, which originated last March when MDC Partners combined multiple agency assets into a single unit, has added digital video into its Dynamic Creative Versioning tool mix. “We’ve developed a technology that allows us, in real time, to test, learn and reapply content,” said Martin Cass, CEO of Assembly and former […]

  • Digital TV and Video

    YouTube MCNs Present Opportunities For Telcos And TV Companies

    BY //

    What do telcos and YouTube talent have in common? Not a lot right now, but that will change once video and TV ad budgets converge. Consider the YouTube multichannel network (MCN), Google content partners that are responsible for both production and audience monetization and which get 55% of banner and pre-roll ad revenue. The digital […]

  • Investment

    TubeMogul CEO: Q3 Revenue Up, Yahoo Likely To Focus On BrightRoll's Network, Not Tech

    BY //

    Video demand-side platform (DSP) TubeMogul posted Q3 revenue of $27.4 million, up 112% from $13 million during the same period last year. Total advertiser spend through its platform was $62.5 million, up from $25.7 million last year. TubeMogul stock was up 6% in late trading. TubeMogul gained considerable business via its self-serve model “Platform Direct” used by […]

  • Ad Exchange News

    Why Yahoo Bought BrightRoll: A Big Video Opportunity And (New) Relevance

    BY //

    Yahoo’s ad stack had been under a microscope, as CEO Marissa Mayer sought ways to appease shareholders and prove she had reached “parity” at last with competing ad tech stacks. On Tuesday, Yahoo’s announcement that it would acquire video demand-side platform (DSP) BrightRoll for $640 million enhanced this portfolio. “We now have scale with Flurry […]

  • Ad Exchange News

    Yahoo Confirms It Will Buy BrightRoll For $640M

    BY //

    Yahoo will indeed acquire BrightRoll, a video ad network turned platform company, as TechCrunch first reported in October. (See the release). The transaction, priced at $640 million, fires up Yahoo’s ad tech strategy after a dry spell when the company’s M&A was focused primarily on consumer-facing mobile platforms. It also provides a partial answer to those wondering […]

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