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

    Confirmed: Tesco's Dunnhumby Buys Retargeter Sociomantic For Retail

    BY //

    Update: Dunnhumby CEO Simon Hay tells AdExchanger the acquisition of retail retargeter Sociomantic Labs and its demand-side platform (DSP) technology came from a realization that “we were a media player without really knowing it at all.” “I think we saw the opportunity with everything becoming more programmatic and more of an opportunity to use data […]

  • Digital TV and Video

    Yahoo And Amazon Try To Make Waves In Video Content Pool

    BY //

    As the digital video ecosystem gets more crowded, players that plan for cross-device content delivery and who can partner with multiple platforms will win. Both Amazon and Yahoo have been working toward this by mastering their respective delivery methods, increasing audience scale and developing premium inventory. Consider Amazon’s Wednesday launch of its Fire TV set-top […]

  • Social Media

    Will Twitter Ignite The App Install Wars?

    BY //

    Mobile app install ads have proven to be lucrative for Facebook, and sources say Twitter is close to releasing its own version of such ads along with a new mobile app install partner program. “Given the prevalence of Twitter app usage in mobile, which has an even higher percentage of mobile vs. desktop than Facebook, […]

  • Agencies

    Agencies And Brands Can’t Stay Comfortable Spending In One Spot

    BY //

    The brand-agency relationship used to be relatively simple. True, brands would have multiple agencies – social, digital, media-buying, for instance – but most of the spend would focus on a single area, usually television. But as other digital channels become more important to consumers, brands are beginning to realize that stuffing too much money in […]

  • Mobile

    Foursquare Leverages 'Check-In' Data Trove, Eyes LatAm Expansion

    BY //

    As consumer apps companies ramp up efforts in geo-targeted ads and hyper-local search, Foursquare has responded by turning check-in data into marketing services opportunities. Following a February announcement that Microsoft would invest $15 million in the location-savvy startup after its $35 million Series D in December, Foursquare’s revenue stream – and data reach – may get […]

  • Digital TV and Video

    Amazon's Potential Streaming Media Play Could Strengthen FreeWheel Relationship

    BY //

    Amazon’s rumored development of an ad-supported, free streaming media service, reported first by the Wall Street Journal Thursday, but subsequently denied by a company spokesperson, could solidify its relationship with FreeWheel. FreeWheel is a video ad platform used by Comcast and Amazon among others. When Comcast announced its intent to acquire FreeWheel earlier this month, […]

  • Digital TV and Video

    Blazing New Trails For Connected TV

    BY //

    Shirlene Chandrapal, former director of Yahoo! Connected TV (CTV) in Europe, says connected television will connect advertisers with a highly engaged audience whose medium of choice is the Internet. Chandrapal now works for cross-channel advertising technology company Adconion Direct, where she’s tasked with driving CTV’s US expansion. She’s taking on a market where an estimated […]

  • Platforms

    AOL Unifies Programmatic Products Under ‘ONE’ Platform

    BY //

    AOL Networks on Wednesday rebranded as AOL Platforms. As part of the rebrand, the company has rolled programmatic capabilities for video with Adap.tv, mobile and display with the AdLearn Open Platform (AOP) and its supply-side Marketplace product, into the development of platform “ONE by AOL.” IPG Mediabrands is the charter agency partner for ONE, which […]

  • Digital TV and Video

    Separating The Myth From Reality In Programmatic TV

    BY //

    The general consensus is there’s a long way to go before linear TV buys are fully automated. Despite advancements in pushing programmatic into video-on-demand (VOD) environments, the enablement of programmatic transactions in linear TV is still in its infancy. Part of this has to do with the state of the technology. “All the tools in […]

  • Ecommerce

    MyBuys Drives Email And Display Ad Personalization

    BY //

    MyBuys, a provider of personalized recommendations solutions for retailers, has rolled out a display ad offering called MyAds and rewired its product suite. CEO Bob Cell said the changes let marketers more easily measure across the full consumer journey. And just as larger vendors like Adobe have moved toward “customer profile” pricing schemas, so too […]

  • Online Advertising

    Why Programmatic “In-House” Is Gaining Favor With Marketers

    BY //

    Self-serve programmatic media buying is gaining favor with the in-house marketing set. That was a key trend that emerged at AdExchanger’s Programmatic I/O conference in San Francisco Monday, where approximately 500 marketers and data-driven tech companies convened to share how programmatic media buying is changing advertising. At the outset of the show, AdExchanger Director of […]

  • Data

    Tealium CEO: Tag Management Will Prove ‘Faster Time To Value’ For Mobile Tracking

    BY //

    Ensighten’s acquisition last week of rival tag manager TagMan underscored the interest in the backend technology. While tag management systems (TMS) still have implications for IT staff, increasingly digital marketers are looking to these tools to ease data exchange across their sites and speed up site performance. Tag management vendor Tealium manages analytics deployments on […]

  • Ecommerce

    Behind Expedia’s Media Enterprise

    BY //

    Many know Expedia.com for its bevy of hotel-booking businesses such as Hotwire and Hotels.com, but its burgeoning media services division is a lesser-known Internet name. Expedia Media Solutions provides access to an active audience of 70 million monthly users. The business connects advertisers to in-market travelers across a wide range of supply sources and partners […]

  • Digital TV and Video

    TubeMogul Adds 'Self-Serve' Viewability Audits, Hotels.com Approves

    BY //

    Although an industrywide video viewability standard has not yet materialized, players in the digital ecosystem are making progress. As a marketer, “you need to make sure an ad was viewed and we know we will never make video profitable on a click-only basis no matter what KPI we’re using,” remarked DJ Harman, online marketing manager […]

  • Data

    Opening The (Shopper) Data Floodgates, New Competitors Could Emerge

    BY //

    As brick and mortar giants like Walmart and Tesco do more to monetize their customer data, the question becomes – will they go it alone or maintain third-party partnerships? Tesco subsidiary dunnhumby’s rumored purchase of demand-side platform Sociomantic is the most obvious example of a seismic shift that’s occurring in the shopper data space. The […]

  • Digital Marketing

    Q4 Results: Cloud Giants Adobe And Oracle Talk Marketing Suites

    BY //

    Adobe’s fiscal Q1 (Oct to Dec 2013) delivered healthy demand for its six-product-strong Marketing Cloud suite, which includes Media Optimizer, Social, Analytics, Target, Experience Manager and the newest entrant to the pack, Campaign. “When we look at prospects for Marketing Cloud, we are optimistic,” CEO Shantanu Narayen said during Tuesday’s earnings call. Customers licensing Marketing Cloud products in Q1 include […]

  • Data

    Ensighten Acquires Rival Tag-Management Firm TagMan

    BY //

    Enterprise tag-management company Ensighten has acquired UK- and New York-based tag manager TagMan for an undisclosed sum, AdExchanger has learned. TagMan confirmed the deal Tuesday. The tag-management space has heated up of late. BrightTag just hired Forrester analyst Joe Stanhope as its SVP of marketing, barely months after banking $27 million from Yahoo Japan. Conversely, […]

  • Mobile

    Why Click-To-Call Is Enticing To Twitter, Facebook and Performance Media Players

    BY //

    Although the performance-based pay-per-call model is not new, there is renewed interest from publishers due to the ubiquity of mobile and new experimentation in ad formats. Twitter last week, for instance, revealed plans to serve direct-response marketers through beta tests with brands for click-to-call functionality, as first reported by Digiday. At its most basic, the […]

  • Data

    Qubit CEO: A Tag Manager Is Really A First-Party Data Structure

    BY //

    Ex-Googler Graham Cooke believes that just as the data-management platform (DMP) space has evolved and entered a period of consolidation and attracted new cash injections, so too will the tag managers. Prior to founding Qubit in 2010 with Emre Baran, who spent four years in product management on Google AdWords and AdSense, and two other former Googlers, […]

  • Digital TV and Video

    Could Comcast’s FreeWheel Video Buy Send Amazon Shopping?

    BY //

    The repercussions of cable heavyweight Comcast’s planned acquisitions of Time Warner Cable and video ad-serving platform FreeWheel are still unknown. One of the biggest questions for ad industry insiders is the extent to which the preexisting relationship between Amazon and FreeWheel, announced in early February, will continue. Although neither Amazon nor FreeWheel have confirmed whether […]

  • Data

    Dunnhumby Closes In On Sociomantic, Deal Would Create New Media Platform Backed By Powerful Data

    BY //

    Dunnhumby, a data and customer insights company owned by British grocery giant Tesco, is close to acquiring Berlin-based retail retargeter Sociomantic Labs, sources say. Business Insider first reported the rumored deal Thursday and estimated the deal size to be between $175 million to $200 million. Although dunnhumby and Sociomantic have not publicly announced the transaction, […]

  • Agencies

    Marc Landsberg: Why A TV Network Could Buy Twitter

    BY //

    Marc Landsberg knows agencies. Landsberg previously served as the former EVP at Leo Burnett and president and CEO of Arc and MRM Worldwide. As the current CEO of Chicago-based social agency socialdeviant, he says the traditional media-buying process has been turned upside down and the players flipping the tables aren’t the platform providers. Comcast’s planned […]

  • Agencies

    Agency Hybrid L2 Grabs $16.5 Million From General Catalyst Partners

    BY //

    Digital think tank and research consultancy L2 is looking to corner the market on prestige brand and CPG strategy. A new investment round of $16.5 million from General Catalyst Partners (a HubSpot investor) received Wednesday also underscores the intersection of the management consultancy and digital agency. “The two primary buckets for this investment will be […]

  • Online Advertising

    Report: Facebook Pulls Ahead Of Google In US Digital Display Ad Revenues

    BY //

    Although Google is the $4 billion darling of the US display ad space, players like AOL, Amazon and Facebook are closing in on that share. Most noticeably, Facebook, which for the first time last quarter served more ad impressions on mobile devices than on the desktop, experienced a 50.5% increase in US digital display ad […]

  • Agencies

    IPG’s Rapport, ADstruc Reach Deal To Automate Out-Of-Home Ads

    BY //

    Interpublic Group’s (IPG) out-of-home advertising agency Rapport Worldwide will automate media planning and buying activities using outdoor advertising technology platform ADstruc, the holding company said Monday. As part of a strategic agreement between the two companies, IPG will deploy the technology across Rapport’s five offices globally, which will significantly improve agency efficiencies. Additionally, IPG has […]

  • Data

    Bitly: We Are The Independent, Third-Party Arbiter Of Clicks Between Every Platform

    BY //

    If you’ve ever shortened or shared a link on a social platform, chances are you’ve used Bitly. “We are so ubiquitous, but at the same time, people gloss right over us,” said Mark Josephson, CEO of URL shortening service Bitly. He joined the company six months ago from AOL, where he served as SVP of […]

  • Digital TV and Video

    Comcast-FreeWheel Deal Underscores Collision Of TV, Digital Video Interests

    BY //

    Comcast’s acquisition Thursday of video ad serving platform FreeWheel generated numerous questions, the most common being: What does this mean for the future of Pay TV and digital video ecosystem? Beyond anticipating the convergence of linear TV and digital video ad dollars, there’s still tremendous fragmentation between the worlds of the television operator and programmer, […]

  • Data

    Oracle Dives Deeper Into Paid Media With Partner API Program

    BY //

    Barely two weeks after basking in the glow of its BlueKai buy, enterprise software giant Oracle is at it again – this time debuting an open paid media partner API program for Oracle Social Cloud. One of the many questions arising from the BlueKai deal (as well as other Oracle Marketing Cloud acquisitions including Responsys, […]

  • Digital TV and Video

    Comcast Buys FreeWheel, Video Ad Platform Will Be A Standalone Unit

    BY //

    Comcast will acquire video ad-serving platform FreeWheel, the companies confirmed Thursday. The development comes just weeks after the cable giant made public its intent to acquire Time Warner Cable for $42.5 billion. TechCrunch first reported the news, and Re/code confirmed Thursday it’s a done deal and pegged its value at approximately $360 million. That’s roughly in line with […]

  • Email

    La Quinta: Targeting Business Travelers With The Point Solution Vs. The Stack

    BY //

    La Quinta Inns & Suites knows while most travel within the United States is leisure-based, business travelers offer more lucrative messaging opportunities for marketers. These individuals travel more frequently than recreational visitors, rack up more repeat visits to the same hotels and are less subject to price sensitivity, which are attractive qualities for hotel chains, […]

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