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

    Twitter Opens Up Conversion Tracking To All Advertisers

    BY //

    Twitter’s Wednesday release of conversion tracking is the company’s latest direct-response push. Beta advertisers, including retailer Alex and Ani, food-delivery and takeout service GrubHub Seamless and political agency Targeted Victory, used the tool to measure ROI on Twitter ad campaigns. Targeted Victory initiated CPA campaigns to meet a target number of “sign-ups” for a National […]

  • Social Media

    Facebook Jockeys For Position In Social TV Space With SportStream Buy

    BY //

    Facebook’s acquisition Tuesday of sports-centric social analytics and real-time trending platform SportStream signifies it’s not letting up in its tête-à-tête with Twitter. “Twitter has natural advantages in the social TV space,” commented Martin Kihn, a research director at Gartner. “It’s the go-to platform for real-time event-driven conversation, facilitated by hashtags. … On the other hand, […]

  • Online Advertising

    Forrester Dissects Social-Ads Platform Strengths, Weaknesses

    BY //

    Social advertising has become table stakes for multiplatform marketers. On the vendor side, the emerging leaders providing social-ad technologies share a few key commonalities to meet that demand, according to an inaugural Forrester Wave: Social Advertising Platforms report released Tuesday. In a series of interviews with 21 digital marketers, Forrester Research found the average amount […]

  • Venture Capital

    Sailthru Nabs $20M Series C Round From Scale Venture Partners

    BY //

    Sailthru, a provider of data marketing and personalization solutions, has raised $20 million in Series C financing from ScaleVP, whose past investments include cloud-based marketing technology companies like HubSpot, Omniture, Vitrue and ExactTarget. Sailthru’s founder and CEO Neil Capel, a venture partner at Bowery Capital, said the funding will go toward sales, marketing, product engineering […]

  • Agencies

    Wunderman, MEC’s Data-Driven Debut A Hat Tip To Agency Evolution

    BY //

    WPP Group’s digital and direct marketing agency Wunderman and its media-buying agency MEC have launched a joint venture called CHOREOGRAPH to address converging client demands in paid, earned and owned media. The proliferation of cross-channel marketing campaigns and the subsequent need to marry transactional, customer and demographic data with audience-level information drove CHOREOGRAPH’s creation. “Over […]

  • Digital Marketing

    Adobe Q4: Cites Strength In Marketing Cloud Suite

    BY //

    Adobe Systems attributed $316 million of revenue in Q4 to its six-product suite, Adobe Marketing Cloud, a 38% year-over-year increase. Adobe Marketing Cloud, which includes Adobe Analytics, Adobe Social, Adobe Target, Adobe Media Optimizer, Adobe Campaign and Adobe Experience Manager, “continues to do exceedingly well,” said Adobe CEO Shantanu Narayen during the Q4 earnings call […]

  • Platforms

    A Segue From The Supply Chain: SAP’s Digital Marketing M.O.

    BY //

    As enterprise technology companies race to make their respective suites the digital marketer’s platform of choice, building or acquiring to fill product portfolio holes becomes near protocol. Global German software giant SAP, which recorded $5.4 billion in revenue last quarter, is no different – the company’s been active on the commerce (Hybris) and advanced analytics […]

  • Social Media

    Four Seasons Builds Social Properties Around Its Global Brand

    BY //

    When Pinterest debuted “Place Pins” in late November to a select group of beta brands, luxury hotel company Four Seasons Hotels and Resorts was among the first businesses on board. The program, which gives consumers a way to geo-pin their interests to make their pins “more actionable in real life,” is a feature Pinterest provides, […]

  • Ad Exchange News

    Simpli.fi Snags $16M In Series B Financing For Product, Sales Push

    BY //

    Advertising technology company Simpli.fi has raised $16 million in a Series B growth round led by private equity firm Frontier Capital with participation from Contour Venture Partners. Prior to the Series B round, the company had raised $4 million since its founding in 2010, bringing its financing total to $20 million after operating at a […]

  • Digital Marketing

    Alex And Ani: Digital Marketing Meets Data Smarts

    BY //

    Founded in 2004, Cranston, RI-based jewelry brand Alex and Ani scored a spot on Inc. 500’s fastest-growing brands in America list in 2012 and continues to garner a fashion-forward fanbase for its popular charms and bangles. Alex and Ani also has a division, Affinity, that builds corporate partnerships, through which the company sells licensed merchandise […]

  • Data

    Study: Retailers Struggle With Data ‘Readiness’

    BY //

    The retail industry, unlike verticals where data compliance is a major issue, appear more in the thought-leadership phase of advanced data analysis than actual execution, despite isolated gains by some their progressive counterparts in building their own marketing-tech stacks. Eighty-three percent of retailers profiled in EKN Research’s “Big Data in Retail” study said they are […]

  • Ad Exchange News

    Data In, Offer Out: Cardlytics Connects Advertisers, Financial Giants Behind Firewalls

    BY //

    The rise of debit and credit card transactions over cash and checks (remember those?) created a wave of data that essentially time-stamped consumers’ daily purchases down to the second. This sea change in consumer purchase behavior created the need that card-linked marketing technology company Cardlytics, which recently expanded to the UK and snapped up client Lloyds Banking […]

  • Social Media

    Agencies, Partners Parse Twitter’s Foray Into Retargeting

    BY //

    Both agencies and ad partners draw comparisons between Twitter’s launch on Thursday of retargeting product Tailored Audiences and Facebook Exchange (FBX). Just how technically similar they are remains to be seen, but the industry is buzzing about the ad product’s cross-channel targeting potential. We asked some Tailored Audience partners, media agencies and a beta tester to […]

  • Social Media

    Twitter Formally Adds Retargeting With 'Tailored Audiences'

    BY //

    After beta-testing retargeting capabilities back in July, Twitter rolled out Tailored Audiences globally Thursday. The offering includes website retargeting along with third-party audience segments, supported by an eclectic crew of ad partners. Advertisers can now “reach users on Twitter who have shown interest in your brand or category even away from Twitter,” wrote Twitter product manager Abhishek […]

  • Ecommerce

    Ads Across Amazon: O&O Sites Vary In RTB And Data Readiness

    BY //

    Although Amazon has kept fairly quiet about its ad-services pitch to media buyers, analysts believe that marketing services will be a driving force in what sustains and propels the ecommerce giant in the years to come. “Amazon has to push into new areas,” writes David Farnoush, a media analyst for Harmelin Media, in a blog […]

  • Ad Exchange News

    The Holidays Bring Big Changes In The RTB Ecosystem

    BY //

    The practice of real-time bidding (RTB) has grown and evolved significantly this holiday season. While RTB traditionally targeted bottom-of-the-funnel prospects, this season it’s being used increasingly for branding, which means more verticals are applying it. Additionally, this year’s truncated shopping season — which places less emphasis on Black Friday and Cyber Monday — as well […]

  • Mobile

    Mobile, Programmatic Media Draw Advertiser Budgets In Q4

    BY //

    With mobile accounting for more than 39.7% of all online traffic this Thanksgiving weekend – a 34% increase from Black Friday 2012, according to IBM’s Digital Analytics Benchmark – marketer investment naturally followed that growth curve. The mobile momentum continued Cyber Monday with IBM reporting that smartphones and tablets drove 30% of all online traffic […]

  • Digital Marketing

    Marketo Opens Up: ‘Marketing Isn’t A Second-Class Citizen To CRM’

    BY //

    Marketo posted strong Q3 earnings last quarter, recording revenue of $25.5 million – a 65% increase year-over-year. The company remains independent today, despite a spate of marketing automation acquisitions in recent years: Teradata bought Aprimo, ExactTarget bought Pardot, Oracle bought Eloqua and Adobe bought Neolane. Many analysts predicted Oracle’s rival Salesforce.com would purchase Marketo, but […]

  • Digital Marketing

    Taking A Data-Driven, Cross-Device Approach to Black Friday, Cyber Monday

    BY //

    With holiday sales forecasted to hit $78.7 billion this year — a 15% increase from 2012, according to Forrester Research — it’s no surprise retail marketers are scrambling to get a piece of the seasonal shopping pie. Among the key trends marketers are watching is the forecasted surge in mobile price comparisons and commerce; comScore estimated […]

  • Advertiser

    For Goya, Paid And Organic Campaigns Meet A Cause

    BY //

    The largest purveyor of Latin American-influenced food products in the United States, Goya Foods has come a long way from the “Goya, oh boy-a!” tagline it popularized in the 1980s. After reaching $1.3 billion in revenue last year, according to Forbes, the New Jersey-based, family-owned and -operated food company will continue to tap its core […]

  • Data

    Salesforce.com Answers The Data-Driven Questions: Social, Identity And Third-Party Augmentation

    BY //

    The value that Salesforce.com’s solutions bring to marketers, customer experience managers, and sales staff is well-established. But what can Salesforce.com offer for online advertisers? Within the various acquired companies that constitute Salesforce.com’s ExactTarget Marketing Cloud — recently integrated with the Salesforce1 platform — is Social.com. Social.com was made possible when social media commerce company Buddy Media […]

  • Data

    Google, Zappos, Uber And Foursquare: How Consumer Data Drives Better Customer Experiences

    BY //

    Google, Zappos Labs, Foursquare and taxi-hailing app Uber talked about the trade-off of consumer data in exchange for better customer experiences during PSFK’s Future of Retail forum Thursday along the San Francisco marina. Uber’s data evangelist, Bradley Voytek, kicked off the exchange with an anecdote about how when he started at Uber, the average wait […]

  • Venture Capital

    TapCommerce Raises $10.5M In Series A Financing

    BY //

    Mobile retargeting platform TapCommerce has raised $10.5 million in a Series A round led by Bain Capital Ventures with participation from RRE and Nielsen Ventures and existing investors. While Web-based retargeting historically focused on recent visitors who abandoned an onsite purchase, certain aspects of mobile behavior completely disrupt traditional retargeting practices. For instance, TapCommerce CEO […]

  • Data

    Omnichannel Content And Measurement Key For CareerBuilder, Unilever

    BY //

    Among the recurring themes Wednesday at Dreamforce in San Francisco was the need to develop customer-centric experiences that are both channel-agnostic and measurable. Online job finder CareerBuilder and CPG giant Unilever were among the major brands that took turns on stage and dished about their digital priorities, best practices and thoughts around their marketing investments. […]

  • Mobile

    Dreamforce: Yahoo CEO Dishes About Company's Evolution And Future

    BY //

    Yahoo CEO Marissa Mayer remained relatively unfazed onstage Tuesday at the Dreamforce conference as a pack of protesters disrupted an otherwise smooth Q&A session with Salesforce.com CEO Marc Benioff. Despite the larger-than-life mural of Mayer’s mug and echoing shouts protesting her seat on Walmart’s board of directors, the fireside chat between the two CEOs covered […]

  • Ad Exchange News

    Salesforce.com Prepares For A Mobile Future With Platform Overhaul

    BY //

    Enterprise platform technology company Salesforce.com launched its new core platform, Salesforce1, Tuesday at its Dreamforce conference in San Francisco. Salesforce1 is the company’s attempt to build what it has positioned as a “mobile-first” one-stop shop for developers and partner software companies, marketers, salespeople, customer service reps and customers. Salesforce.com built a new platform — with […]

  • Platforms

    Salesforce.com Says It Will Be A $5 Billion Company In 2015

    BY //

    As throngs of conference-goers flocked to downtown San Francisco for this week’s Dreamforce show, enterprise platform company Salesforce.com posted its Q3 earnings, citing 36% growth year-over-year to $1.08 billion in revenue. Of that total, $81 million was attributed to the Salesforce.com ExactTarget Marketing Cloud, according to Salesforce.com CFO Graham Smith, a figure that was “stronger” […]

  • Agencies

    IMS: Navigating The Nuances Of Marketing In Latin America

    BY //

    Latin America marks great opportunity for media buyers and brands looking to monetize and scale their reach in emerging markets. In Mexico alone, eMarketer estimates total media ad spend was $5.2 billion in 2012. Yet understanding the cultural nuances of each Latin American country is as important as the financial and operational intricacies of the […]

  • Digital Marketing

    BrightTag Banks $27M From Yahoo Japan

    BY //

    BrightTag’s Asia-Pacific expansion plans are brighter now that the company has added an additional $27 million in financing from investor and partner Yahoo Japan. Existing investors, including Baird Capital, EPIC Ventures, I2A Fund, Pritzker Group Venture Capital and TomorrowVentures also participated in the round; BrightTag raised $15 million in April 2012 and has more than […]

  • Platforms

    Criteo Q3: Mobile Momentum, Geographic Expansion

    BY //

    In its first earnings disclosure since going public, French retargeter Criteo cited vertical expansion beyond its heritage of retail and travel retargeting client base. CEO Jean-Baptiste “JB” Rudelle noted “major” US client wins in the financial and auto verticals helped the company post revenue growth of 57.8%, increasing from 72.1 million euros in the third […]

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