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

  • Social Media

    Facebook, Twitter Ads Partner Unified Acquires Awe.sm

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    Unified, a company that helps brands with social ad buys, has acquired social analytics startup Awe.sm for an undisclosed sum, the companies announced Thursday. Unified is a Facebook Preferred Marketing Developer and Twitter Ads API Partner. The core of its product is a “Social Operating Platform,” a cloud-based tool that combines social marketing capabilities ranging […]

  • Digital TV and Video

    Google To Brand Advertisers: We Care About YouTube Creators

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    Google is walking the walk when it comes to promoting YouTube personalities. After hearing from agencies that it was not acting swiftly enough to tout its own programming, the video platform embarked this month on a “massive” TV, print and out-of-home campaign starring several of its high-profile personalities (YouTube calls them creators) that target Millennial […]

  • Online Advertising

    Original Content, Digital Video Take Center Stage At AOL NewFront

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    AOL CEO Tim Armstrong addressed a crowd of close to 2,000 media buyers at its NewFront Tuesday night with an exuberant, “tonight is about connecting content with distribution.” It’s clear, with AOL, that much of that connection will happen through video. Ran Harnevo, president of AOL Video, talked up digital video and its intent to […]

  • Mobile

    Creative Challenges Remain In Cross-Platform Campaign Planning

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    The best marketing and advertising campaigns offer consistent content, optimized across devices. This might sound simple but, according to a number of media executives Tuesday at Tapad Unify Tech in New York, it’s easier said than done. Nevertheless, customers have certain expectations around consistency and optimization. According to “Tapad’s Path To Purchase Consumer Study,” a […]

  • Data

    Adara Links Up With Havas Media For First-Party Travel Targeting

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    Travel media company Adara has teamed up with Havas Media to bring hyper-targeted travel segments to advertisers. Although the companies’ relationship dates back two years when they worked together on a Choice Hotels campaign, Adara CEO Layton Han said this partnership extends Havas’ access to first-party, travel audience data and analytics. Havas is global agency […]

  • Online Advertising

    Outbrain CEO: On (Rumored) IPO, Coming Wave Of Content Marketing Consolidation

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    Content discovery company Outbrain has allegedly flirted with an IPO for well over a year now, with the most recent report claiming a target of around $100 million. CEO Yaron Galai did not comment on a potential IPO, which is expected to materialize in the first half of the year. Instead, he focused his attention […]

  • Mobile

    Vungle Boosts Mobile Install Business With In-App Video Exchange

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    Mobile app monetization company Vungle on Friday rolled out an advertising exchange designed specifically for in-app video. Dubbed the “Vungle Exchange,” the technology solves a number of technical challenges associated with in-app video, namely support for HD, high-bitrate, 15-second video ads, improved latency to speed up load times and the connection to server-side technology for […]

  • Social Media

    LinkedIn Launches Ads API, Certified Content Partners Program

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    LinkedIn has been ramping up its marketing offerings over the last year in the form of self-serve Sponsored Updates and brand Showcase Pages. The professional social platform moved forward Thursday with the roll-out of a Sponsored Updates API the company has alluded to in recent months. It has also formalized two new Certified Marketing Partner programs. […]

  • Agencies

    How Agency Media Storm Meets The Integration Challenge

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    Media Storm, the media planning and buying arm of agency network Water Cooler Group, is breaking down siloes to mirror consumer – and client – media requirements. Media Storm’s sister companies Hip Genius (social media) and Maude (creative/strategy) share the same real estate and come in on cross-team campaign meetings, according to Charlie Fiordalis, who […]

  • Digital TV and Video

    Publishers, Brands Buzz Over Programmatic Private Marketplace Buys

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    While both programmatic buying and online video are in vogue, the best way for these two to come together—in the opinions of both publishers and brands—is through private marketplace buys. Programmatic video ad platform BrightRoll has seen 50% of the top 50 publishers engage in private marketplace deals, said company founder and CEO Tod Sacerdoti […]

  • Data Nugget

    Q1 M&A Deal Size Rises, As Does Interest In Shopper Marketing Data

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    Marketing M&A deal activity increased 22% year over year, marking one of the highest volume quarters on record, according to new data from mid-market investment bank Berkery Noyes. On a quarterly basis, media and marketing transaction volume increased by 3% from 423 to 434 deals; average deal size also climbed, increasing from $25.1 billion to […]

  • Data Nugget

    Adobe Social Index: Facebook Leads Other Platforms In Referred Revenue

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    Despite some volatility in ad pricing and performance last quarter, Adobe Index’s Q1 2014 Social Media Intelligence Report indicates Facebook remains the leader in driving revenue per visit (RPV). Meanwhile other platforms – namely Twitter, Tumblr and Pinterest – are in some instances noticing quarterly double-digit declines in RPV. In paid social, Facebook saw a […]

  • Digital TV and Video

    Viacom: ‘Tumblr And Twitter A Big Part Of Our Upfront Packages’

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    Social platforms like Tumblr and Twitter give content producers tremendous opportunities to engage with audiences. But they also present a tremendous challenge – namely being able to distribute and measure that content cross-platform. As the TV upfront season approaches, Viacom sales chief Jeff Lucas said overcoming this challenge will be a priority. Viacom is working […]

  • Digital TV and Video

    Behind Adobe’s Primetime Push

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    Most know Adobe for the company’s Creative and Marketing Cloud offerings, but it’s the company’s end-to-end, “TV Everywhere” platform Adobe Primetime that steals the show with broadcasters and cable operators like NBC Sports and Time Warner Cable. The year-old platform encompasses technology Adobe acquired when it bought video ads platform Auditude in 2011, as well […]

  • Digital Marketing

    AgilOne Banks $25M Series C For Predictive Marketing Tech

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    AgilOne, a cloud platform designed to enable predictive marketing, has raised $25 million in Series C funding led by Tenaya Capital with participation from Next World Capital and Four Rivers Group. AgilOne’s most recent raise was a $10 million Series B round last November, bringing its total funding picture to $41 million. AgilOne CEO Omer […]

  • Data

    Salesforce.com Inks Deals With Datalogix For Offline Audience Extension

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    Salesforce.com has partnered with offline audience-targeting specialist Datalogix. Salesforce.com’s clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend. Eric Kirby, Datalogix’s chief product officer, told AdExchanger the data provider’s offline reach enables Salesforce.com’s CRM clients to supplement their CRM databases with new prospects “by […]

  • Online Advertising

    Equinix Seeks To Speed RTB Bidding

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    Conventional wisdom holds that real-time bidding (RTB) transactions should occur within 60-to- 100-milliseconds. As more bids compete for impressions in the open RTB ad auction environment, lower lag time between various computing outputs means higher bid completion rates. Consequently, reducing latency is a large consideration in developing RTB algorithms. Some RTB players like AppNexus address […]

  • Advertiser

    For Six Flags, Video Is The TV Buy

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    Although theme-park operator Six Flags says TV still accounts for half of its media mix, smartphone adoption has led the company to define that mix more expansively, meaning “the sight, sound and motion” of digital video. To account for cross-screen consumer habits, the advertiser and its agency, BPN, tapped Tremor Video’s “all-screen” campaign optimization tool, […]

  • Digital TV and Video

    Video Ads Platform Coull Says Data Can Solve Pre-Roll Relevance Problems

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    Despite a surge in mobile video consumption, inventory is still constrained. A number of technology companies are looking to diversify pre- or post-roll inventory by adding contextual layers or new formats altogether. One such player is video advertising technology company Coull. Richard Nunn was recently named chief commercial officer for Coull. He was a digital […]

  • Digital Marketing

    What The SAP-Adobe-Accenture Triangle Means For Digital Marketing

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    When SAP and Adobe linked arms during last month’s Adobe Summit in Salt Lake City, it was unclear whether the reseller program was more about shared customers or code. But insiders note a third player indirectly involved in what seemed like a two-company partnership: management consulting giant Accenture. Like SAP, Accenture has been making a […]

  • Online Advertising

    MRC Standards Are Only A Starting Point For Viewability

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    When the Media Ratings Council (MRC) last week lifted its advisory against buying and selling display ads based on viewability, it marked a milestone in determining whether an ad was actually seen. However, a number of industry execs say the problem is far from solved in display (let alone video, which still lacks a common […]

  • Publishers

    HuffPo CEO: On Breaking Into Global Markets, Cross-Platform Content

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    When Jimmy Maymann sold content distribution company GoViral to AOL in 2011, some expected the Danish entrepreneur to take his share of the $96.7 million exit and chase new startup opportunities. Instead, he stayed on at AOL as SVP for international, much to even his surprise. “I always knew I didn’t want to stay on […]

  • Platforms

    IBM To Buy Silverpop, Email And Marketing Automation Firm

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    IBM will acquire email and marketing automation vendor Silverpop, the companies said Thursday. Terms of the deal weren’t disclosed, but a story last month in the Atlanta Business Chronicle reported the value of a rumored acquisition at $270 million. IBM, like Adobe and Oracle, has remained steady on the acquisitions front. “They got massive marketing […]

  • Digital TV and Video

    As Digital Video And TV Converge, Measurement Questions Loom

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    Industry insiders worry that as digital video and television converge, one will cannibalize the other in terms of media allocation. Not necessarily so, said Scott Ferber, founder and CEO of video ad platform Videology, during a panel the company hosted Wednesday. Ferber shared research commissioned by Videology and conducted by Forrester Research revealing that 70% […]

  • Digital TV and Video

    ‘In-House’ Media Progression Underpins Comcast AdDelivery, Adstream Alliance

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    Comcast AdDelivery on Tuesday struck a deal with digital ad-distribution company Adstream to expand global video ad delivery efforts. The deal essentially fulfills each companies’ geographic delivery needs. While Comcast historically had a strong domestic delivery network, Adstream, an Australian-founded, $65 million-a-year business that’s headquartered in London, gives Comcast pertinent global reach. A trend in […]

  • Venture Capital

    NetProspex Banks $13M To Build B2B Data Management Business

    BY //

    NetProspex, a cloud-based data management company focused on B2B marketing, has raised $13 million in Series C funding from Spring Lake Equity Partners. NetProspex has grown from 78 employees to 110 from the end of 2013 until now. The company plans to utilize its new funding for sales and marketing development, as well as add […]

  • Data

    Marketo Details ‘Customer Engagement Platform,’ Acxiom Data Deal

    BY //

    Often framed as an M&A target to enterprise acquirers, marketing automation company Marketo on Tuesday released a Customer Engagement Platform – the result of the company’s own acquisitions spree. The platform, which Marketo positions as a full marketing campaign management stack, unifies several of its acquisitions including machine-learning personalization tool Insightera and social campaign management […]

  • Digital Marketing

    B2B Marketers Sidestep Standard Lead Gen For Social Ad Targets

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    There’s a change afoot in the B2B marketing camp, at the heart of which is demand for a more nimble lead-nurturing mechanism. Bizo, a provider of online ad targeting solutions for B2B marketers, released Monday Multi-Channel Nurturing, designed to incorporate a wider swath of lead generating channels, from email to display and social advertising. The […]

  • Digital TV and Video

    Brightcove Extends Support For Twitter ‘Amplify,’ Preps For ‘Alternate’ Devices

    BY //

    Online video player and distributor Brightcove has extended short-form video support for Twitter’s growing slew of video-monetization tools, Twitter Amplify and Twitter Video Cards. Underpinned by tech from its recent acquisition of digital ad-insertion platform Unicorn Media, the Brightcove Once cloud platform is designed to enable publishers and media companies to ease the playback of […]

  • Social Media

    Is A Second Wave Of Social CRM Consolidation Upon Us?

    BY //

    Call 2011 and 2012 the first wave of social CRM, when companies like Salesforce.com and Oracle snapped up social media analytics and marketing companies. Little more than one year later, all signs point toward paid media becoming a part of the enterprise social stack with more M&A and partnerships likely to come. Although CRM, in […]

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