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

  • Agencies

    Indie Agency MARC USA Tools Up For Programmatic Buys

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    Independent full-service agency MARC USA is beefing up its digital planning and buying prowess following its acquisition of Boston-based media agency Results:Digital in September. The Pittsburgh agency has 270 employees and $370 million in annual billings, according to Jason Russo, who founded Results:Digital in 2011 and now serves as president of MARC’s Boston office. MARC’s […]

  • Digital TV and Video

    Videology’s Ferber: Hammering TV With Digital RTB Tactics (Alone) Will Not Unlock Dollars

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    Videology has been described as everything from a demand-side platform to publisher ad server to – claws out – your run-of-the-mill ad network. But Scott Ferber, Videology’s chairman and CEO, and a co-founder of Advertising.com, said there’s only one piece of truth to the “network” part: that Videology creates “private video networks” for media companies like […]

  • Platforms

    Forrester Wave: Platforms, Commerce Companies Vie For Top Attribution Vendor Title

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    Considering two of the usual pure-play suspects in Forrester’s Cross-Channel Attribution Wave (Convertro and Adometry) were snapped up by AOL and Google on the very same day in May, its latest release Friday had all kinds of new implications – media neutrality and a platform mentality among them. The report, authored by Forrester analyst Tina […]

  • Digital Marketing

    Merkle’s CMTO On The Digital Marketing Database Of Tomorrow

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    Matt Mobley has spent more than 14 years tinkering with databases. He served as Acxiom’s VP of European consulting, followed by a stint as SVP of solutions consulting at Epsilon, and is now chief marketing technology officer (CMTO) for CRM and database marketing agency Merkle. Under CEO David Williams, Merkle has moved in on search, mobile and […]

  • Digital TV and Video

    YuMe Q3: Programmatic Build-Out a 'Methodical' Process

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    You might not say programmatic’s a pipe dream for YuMe, but it’s certainly not a material revenue contributor (yet). YuMe, which dabbles in both video and data science, helps brand advertisers extend television buys to digital. It first jumped into programmatic video with a release of Video Reach last March. While YuMe’s CEO Jayant Kadambi […]

  • Digital TV and Video

    Nielsen Ties Out-Of-Home Viewing To TV Ratings

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    Following its $1.3 billion acquisition of radio ratings firm Arbitron (now Nielsen Audio) in September 2013, Nielsen has rolled a piece of that company into a test to attribute out-of-home viewing to TV ratings uplift. The MVP of the particular test that ran between April and June of this year was the Portable People Meter […]

  • Advertiser

    For OppenheimerFunds, Brand Advertising Is A Mixed Bag Of Traditional, Digital Place-Based Media

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    Global asset management firm OppenheimerFunds spends an estimated $15 to $20 million each year on media. The company had historically allocated those dollars to “trade pub rags and TV,” according to Kirti Srikant, associate vice president and director of brand advertising and marketing, but is evolving its media mix to include more complex digital, out-of-home […]

  • Ecommerce

    Alibaba Helped By Revenue From Display Ads And Mobile

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    E-commerce giant Alibaba – often referred to as the Amazon of China – had a rosy third quarter, its first as a public company after a whopping $25 billion IPO (the one that put about $6 billion in stakeholder Yahoo’s pocket). (Earnings release.) Alibaba’s Q3 revenue growth was “mainly driven by the growth in online […]

  • Investment

    Gigya CEO: We Always Thought ‘Identity Was A 10X Category To Social’

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    Gigya, a customer identity management platform, has raised $35 million in growth financing led by new investor Intel Capital, bringing its total to $104 million. Common Fund Capital, Vintage Investment Partners and existing investors, also backed Intel in this round. The new financing will go toward additional hires and to fund international expansion. Gigya’s headcount […]

  • Digital TV and Video

    NBCUniversal’s Evolving Media Empire Hinges On A Marriage Of Data and Premium Content

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    Krishan Bhatia oversees a portfolio that reaches north of 130 million monthly unique visitors across desktop, mobile and over-the-top devices as EVP of digital strategy and operations for NBCUniversal’s digital portfolio. Bhatia, who reports directly to president of advertising sales Linda Yaccarino, is charged with growing NBCUniversal’s digital advertising business, including its maturing programmatic discipline. […]

  • LinkedIn Q3: Marketing Solutions Revenue Up 45% As Bizo Integration Continues

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    LinkedIn’s revenue grew 45% YoY in Q3 to $568 million. Its Marketing Solutions division also increased 45% YoY, totaling $109 million in revenue. Marketing Solutions, which makes up 19% of LinkedIn’s total revenue, is one of the social network’s three lines of business. Overall member growth was strong. LinkedIn now has 332 million members, up 28% YoY. […]

  • Yahoo Confirms Hire of Amazon's Lisa Utzschneider, Brody Named To Ad Tech Role

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    The rumors were true. Yahoo confirmed Thursday Amazon’s sales chief Lisa Utzschneider will, indeed, be out at the ecommerce giant at the end of the month and will join Yahoo as senior vice president of sales, America. She will report directly to Yahoo CEO Marissa Mayer. Prior to Amazon, Utzschneider spent 10 years at Microsoft, where she […]

  • GRP 2.0: How To Defibrillate An Old Metric With Fresh Data

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    The gross rating point (GRP) has time – and money, in the form of TV budgets – on its side, but a slew of new entrants in TV-to-digital measurement could disrupt what was once a Nielsen-run show. ComScore, once thought of as the de facto leader in digital measurement, is encroaching on Nielsen turf with […]

  • Consolidating In-Store: Brickstream Acquires NOMi For Offline Analytics

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    Shortly after NOMi – a company that bills itself as the Omniture of the brick and mortar store – acquired cross-device startup Media Armor, NOMi itself has been acquired by in-store analytics competitor Brickstream. Apple delivered a major blow to a core part of NOMi’s business when it revealed this summer that it would begin randomizing […]

  • ComScore’s Q3 Earnings Reemphasize Video, Cross-Platform Credo

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    ComScore reported Q3 earnings of $82.1 million, a 15% increase YOY, and reemphasized its focus on cross-platform measurements. ComScore added 43 new Media Metrix Multi-Platform clients in the third quarter and has 448 total customers running MMX, a platform it rolled out in 2013 that shows de-duped audiences across smartphones, tablets and desktop. “Digital transforms […]

  • Adobe Injects ‘Real Time’ Into Real-Time Email Remarketing

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    About a year after Adobe nixed CPM-based email pricing models in favor of customer profile fees, Adobe Campaign (formerly Neolane) has rolled out email remarketing designed to predictively recover lost revenue from abandoned shopping carts. Email remarketing is Campaign’s first integration with Adobe Analytics (formerly Omniture and SiteCatalyst) and builds on its first point of […]

  • Adelphic And Affiperf: No Cookie Targeting? No Problem

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    Brand marketers might not be diving into mobile video advertising, yet, but they’re certainly wading in. That caution is well-founded since measurement and buy and sell side connections are still nascent. But analysts anticipate growth: BI Intelligence, for instance, predicts compound annual growth rate (CAGR) of 73% for mobile video ad revenue between 2013-2018, compared to […]

  • Investment

    Amazon Q3: Ad Revenue Category Up Amid Weak Earnings

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    Amazon remained tight-lipped about its developing ad network during the company’s Q3 earnings call, about which CFO Thomas Szkutak only said: “There’s not a lot I can say there.” Amazon’s “Supplemental Revenue” category, which includes advertising, Web services and co-branded credit cards, raked in $1.3 billion in Q3, up 40% YoY from $960 million. Amazon’s supplemental revenue […]

  • Advertiser

    Mazola Oil Cooks Up Native Campaigns, Video On Womensforum.com

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    Like other vertical content networks, Womensforum.com cornered a niche early – women’s health, beauty and entertainment – and cultivated an audience that today totals nearly 40 million unique monthly visitors. The publisher has worked with household brands ranging from Sweet’NLow to Mazola Cooking Oil to “craft customized programs” that resonate with its female-based audience. In […]

  • Digital Marketing

    Could LinkedIn Steal Salesforce.com’s CRM Share?

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    LinkedIn has plans to make marketing leads “more quantifiable, and attributable” across the Web and through a company’s own sales channels, and in a year’s time will enable a much deeper view of conversions. “If you have a tool that can import all of your prospects to a LinkedIn tool, why wouldn’t you want to […]

  • Digital TV and Video

    Telstra Subsidiary Ooyala Agrees To Acquire Video SSP Videoplaza

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    The turf war for programmatic video technologies wages on. Video distribution and analytics platform Ooyala, acquired by Australian telco Telstra in August, revealed Monday it would purchase London-based video supply-side platform Videoplaza for an undisclosed sum. Read the release. This is a critical move for Ooyala, which focuses on helping publishers run and operate their video business by managing content, metatags, […]

  • Ecommerce

    Inside Walmart’s Ecommerce Marketing Engine

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    Walmart, one of the last bastions of big box retail, is investing for a digital future – one with considerably less square footage. Walmart recently revealed plans to invest between $1.2 to $1.5 billion in its ecommerce and digital operations for fiscal year 2016. Subsequently, its in-store investments are taking a temporary hit. In its […]

  • Advertiser

    UGG Australia Reaches Its Audience, One YouTube Sensation At A Time

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    When your target audience is tween girls aged nine to 13, there are not only data and targeting considerations to keep in mind but also a general elusiveness from a media consumption standpoint. When UGG Australia came out with a new “I Heart UGG” brand line, YouTube stood out to its agency, Santa Monica-based Palisades […]

  • Digital Marketing

    Marketing Automation For Mobile Apps: Salesforce.com’s Next Main Squeeze

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    Besides its analytics announcement, Salesforce.com turned up the volume on mobility and its future in the wearables market during the Dreamforce conference. As if on cue, rapper Will.i.am paraded onstage Wednesday evening with a group of engineers where he revealed “PULS,” a smart wrist band he developed via fashion and technology firm i.am+, a business […]

  • Platforms

    Dreamforce: What Salesforce.com’s Analytic Bomb Drop Means For The Marketing Cloud

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    Salesforce.com revealed Wave Analytics Cloud this week at its Dreamforce conference in San Francisco, the latest patch – alongside marketing, sales and customer service – in the tech giant’s quilt. Speaking to more than 100,000 registrants (some were virtual), Salesforce.com’s chairman and CEO Marc Benioff called the analytics offering “revolutionary” and swiped at analytics competitors. […]

  • Ad Exchange News

    Ensighten Acquires Anametrix, Tackles More Than Tags

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    Enterprise tag-management specialist Ensighten has acquired multichannel marketing analytics startup Anametrix for an undisclosed sum, the companies announced Wednesday. The duo’s relationship dates back 18 months and had already manifested in a number of joint product integrations. Owning Anametrix was the natural next step, according to Ensighten’s founder and CEO, Josh Manion. Anametrix was founded […]

  • Digital TV and Video

    FreeWheel Tests Premium Programmatic Reserve With TubeMogul

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    FreeWheel, a video ad server owned by Comcast and used by broadcasters like ABC and Discovery Communications, has teamed up with digital demand-side platform (DSP) TubeMogul to make premium digital video inventory accessible on a programmatic reserved basis. FreeWheel is arranging several data escrows with TubeMogul and providing access to agencies and marketers like Allstate, […]

  • Ad Exchange News

    Rentrak: ‘It’s Hard To Be The Referee And Quarterback At The Same Time’

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    Rentrak defended itself late last week against rival measurement firm Nielsen, whose global president Steve Hasker claimed Rentrak “never lets the facts get in the way of a good press release.” Hasker, in a Friday media briefing regarding errors Nielsen had discovered in its national networks ratings going back to March 2, opened fire on […]

  • Ad Exchange News

    Visible Measures Inks SSP Deals To Drive Programmatic Native

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    Visible Measures has forged a number of supply-side integrations with AdsNative, TripleLift and DistroScale, adding “thousands” of publisher supply sources as a result of the deal, revealed Friday. These partnerships build on the recent rollout of Fabric, a demand-side platform (DSP) designed to place native ads, used first by Publicis Groupe’s media buying unit VivaKi. The DSP is primarily […]

  • Ad Exchange News

    HubSpot Makes Public Entrance, Strengthens Marketing 'ROI' Pitch

    BY //

    HubSpot, an independent, Boston-based tech company that built one of the first all-inclusive marketing and sales platforms (at least for the mid-market), began its first day of trading Thursday on the New York Stock Exchange, its share price rising to $33 in early trading. HubSpot – or HUBS, per its new ticker – was valued at close to $759 […]

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