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

  • Online Advertising

    Marketers Eye The Higher-Hanging Fruit In Retargeting

    BY //

    Long paramount to the performance marketing strategies of online display advertisers, retargeting is still subject of a great debate. From a user standpoint, the most obvious form of “abuse” is the all-too-familiar feeling of being followed by an ad or brand across the Web. And then there’s the question of how much spend is wasted […]

  • Platforms

    New Life And Next Steps For Neolane Under Adobe’s Wing

    BY //

    One of the first items nixed from Adobe Campaign management – once known as Neolane, the French cross-channel marketing automation platform Adobe bought for $600 million this summer and rolled into the sixth leg of the Marketing Cloud – was a standard pricing model. Beginning Jan. 20, Adobe Campaign will be licensed to user-companies through […]

  • Platforms

    How Salesforce.com Could Benefit From Building (Or Buying) A DMP

    BY //

    A week before an estimated 120,000 take to the streets of San Francisco for cloud-computing stalwart Salesforce.com’s annual Dreamforce conference, a key question is how the company will position the Salesforce.com ExactTarget Marketing Cloud – which CEO Marc Benioff has billed as his next billion-dollar business. The show is an opportunity for Salesforce.com to demonstrate […]

  • Ecommerce

    Q3 Ecommerce Spend Softens, But Mobile Commerce Could Hit $10B In Q4

    BY //

    Ecommerce spending in the US grew 13% year-over-year in the third quarter to $47.5 billion, a softening from Q2 when the growth rate hit 15%, according to comScore’s State of the US Online Retail Economy report. “There was a bit of a dip in consumer sentiment,” commented Andrew Lipsman, VP of industry analysis at comScore. […]

  • Privacy

    Bank Of America On Privacy, Mobile And The Card-Linked Offer

    BY //

    Bank of America’s card-linked offers program, BankAmeriDeals, offers customers cash back when they purchase from any of 4,000 partnering retail merchants. Cash-back discount deals are surfaced to customers right in the Online Banking environment, based on their past purchase history. Powered by purchase data platform Cardlytics, Bank of America, to date, has issued about $17 […]

  • Social Media

    Tracking Twitter's IPO, And Its Upside

    BY //

    After going public, Twitter saw its stock price nearly double in early trading to a $45.10 high during the early morning hours of day one on the New York Stock Exchange. Twitter sold 70 million shares to raise $1.82 billion with a market cap of $18 billion through the IPO. As trading began, that valuation […]

  • International

    Baidu Adds RTB Access Through Deal With Asia DSP Brandscreen

    BY //

    Baidu, China’s equivalent of Google in search scope, is bringing a surplus of intent data to demand-side platform Brandscreen through a strategic deal the two have forged. Using Brandscreen’s RTB platform, advertisers now have access to Baidu Exchange Service inventory spanning 500 million unique users and 15 billion impressions monthly; it’s estimated that Baidu commands […]

  • Publishers

    PopSugar.com Pushes ShopStyle Platform In $25M, First-Ever Ad Campaign

    BY //

    Brian Sugar has ambitious plans for PopSugar.com, a celebrity news and pop culture media platform he founded with his wife, Lisa Sugar, some seven years ago. Specifically, he wants to drive more than $1 billion in sales next year to retail partners through ShopStyle, PopSugar.com’s content and commerce offshoot it acquired in 2007. That figure’s […]

  • Online Advertising

    Amazon Associates, Others Face A Rapidly Shifting Affiliate Space

    BY //

    What could be coined Amazon’s original advertising product, the Amazon Associates affiliate marketing program, connects advertisers to more than a million products in its marketplace. As standard affiliate models go, publishers can run traditional text links or customized image links, widgets with Amazon functionality or banner promotions and ads in return for an advertising fee […]

  • Social Media

    Pinterest Takes Steps To Connect Images To Product Data

    BY //

    Last week was a busy one for photocentric platform Pinterest, which unveiled both related pins and a data agreement with Getty Images. The Getty deal looks good for brands and Pinterest’s 70 million users, experts said. On the one hand, it looks like “a quality-control mechanism, which is likely aimed at supporting monetization while maintaining […]

  • Ecommerce

    Google Gains Retail Velocity

    BY //

    Google’s product listing ads (PLAs) have positioned it for a strong holiday season, possibly at the expense of Amazon. Based on data compiled in the third quarter, search and digital marketing agency RKG found that among 500 online retail clients, Google search spending increased 18% year over year. In Q3 alone, Google PLAs drove 35% […]

  • Advertiser

    Marketing Lego: Art And Science Begin To Mix

    BY //

    Lego’s Charles McLeish said the brand’s first attempt at measuring marketing effectiveness began six years ago and is a constant work in progress. “We are not limited to screens,” he said during the Advertising Research Foundation’s Industry Leader Forum this week in New York. “TV and online video are a big part, but we also […]

  • Research

    ARF Forum: Marketers Weigh Impact Of Marketing Mix Modeling

    BY //

    At the Advertising Research Foundation’s Industry Leader Forum yesterday in New York, one point of contention was around marketing mix modeling. Marketing mix modeling is “a core part of our decision-making,” remarked Patrick McGraw, director of consumer and market at P&G, during a panel about measuring marketing effectiveness. “It helps us develop a better understanding […]

  • Publishers

    Wenner Media Calls Programmatic ‘Integral’ Driver Of Business

    BY //

    Wenner Media, home to an iconic stable of titles that includes Rolling Stone, Us Weekly and Men’s Journal, still subscribes to a true publisher’s paradigm: “When you have great content, it all falls into place.” But it’s innovation in programmatic media buying that will enhance its properties’ brand equity and  “will command better CPMs and […]

  • Social Media

    Report: 2013 Brought Performance Improvements For Social Ad Campaigns

    BY //

    It has been a year of big changes for marketers experimenting with social ad campaigns. New data suggests platform- and purpose-specific campaigns are driving distinct return on investment. Take Facebook, for instance. Because of changes to the News Feed and increased targeting capabilities through the Facebook Exchange, click-through rates were up 275% year-over-year, according to […]

  • Ecommerce

    Holiday 2013: ‘Delivery’ Becomes Data-Driven Differentiator For eBay And Amazon

    BY //

    Method of delivery is apparently the new black in retail marketers’ holiday ’13 arsenal. And, it’s on the minds of the commerce masses. This week, after stumbling back from a Q3 earnings call that painted a somewhat stormy picture of its holiday ecommerce expectations (“deceleration” was the word used), eBay made a move to acquire […]

  • Ecommerce

    Amazon Q3: Advertising Business Is Quiet But Burgeoning

    BY //

    Amazon fielded two inquiries from analysts about advertising services on today’s Q3 earnings call, but CFO Tom Szkutak wasn’t biting. Brian Pitz, managing director at Jefferies & Co., asked Szkutak about domestic ecommerce trends, as well as the growth of Amazon Web Services and Advertising Services. (The company reports the groups together in an “other” […]

  • Digital Marketing

    Oracle Eloqua, Bizo To Fuel Each Other's Marketing Products

    BY //

    Oracle Eloqua is ramping up its paid media offering to marketers through a partnership with data-driven B2B display ad platform Bizo. And Bizo, in turn, has added marketing automation capabilities from Oracle. The Oracle Eloqua AdFocus application integrates display advertising into broader multichannel campaigns. Users can target personalized placements through the Bizo ad network, which […]

  • Advertiser

    MillerCoors’ Steve Mura Says Modern-Day Marketing Is About Real-Time ‘Course Correction’

    BY //

    Marketing beer gives Steve Mura, director of digital marketing for Chicago-based MillerCoors, and his team, a “license to play.” Joining a panel discussion at the DMA 2013 show in Chicago that also included MillerCoors’ agency, DigitasLBI, Mura said digital media has given the modern marketer more capability mid-funnel. “When you think about tools that allowed […]

  • Ecommerce

    Amazon’s Mobile Media Push Aims Squarely At App Developers

    BY //

    In August, Amazon opened its longstanding Amazon Associates Web affiliate program to mobile developers looking to monetize in-app purchases. Using the Amazon Mobile Associates API, game and app developers could earn up to 6% in advertising fees on all Amazon product purchases they helped facilitate. And Amazon Appstore Developer Select launched in early October for […]

  • Agencies

    Deloitte Digital ‘Doubles Down' On The CMO, Acquires Seattle Agency Banyan Branch

    BY //

    Deloitte Digital’s acquisition today of Seattle-based digital social media marketing agency Banyan Branch is a strong indicator that the management consultancy is vying for more agency share. Banyan’s 50-person team, which is broken down into social analytics/insights, engineering and design — as well as audience marketing talent, which Banyan defines as advocate/influencer activation and social […]

  • Ad Exchange News

    Could Amazon Be Getting Facebook Exchange Access, Too?

    BY //

    Amazon, the ever-silent commerce stalwart, may be next in line to join the Facebook Exchange party, according to AdExchanger sources. Today, Facebook finally granted (long-awaited?) access to Google’s demand-side platform, DoubleClick Bid Manager, to enable DoubleClick advertisers to dish up retargeted ads on the social network through integration to FBX. A number of DSP partners like […]

  • Online Advertising

    Q3 Report: Online, Mobile M&A Deals Increase, But Values Slip (Slightly)

    BY //

    It’s been a busy third quarter on the mergers and acquisitions front. Yahoo has been the most active acquirer of online and mobile companies in 2013, closing seven deals in the third quarter alone. A vast majority of its recent deals were in the mobile and social space, including AdMovate, Hitpost and Rockmelt. Other notable […]

  • Digital Marketing

    NetProspex Unlocks Hidden Revenue For Marketing Spend Using Silverpop

    BY //

    For B2B marketers, a common challenge is understanding which marketing programs contributed most to overall revenue. Although marketers may have insights into overall campaign performance, the combination of a variety of channel programs and high volume of historical data makes taking predictive actions, as opposed to reactive ones, a little more complex. NetProspex, a provider […]

  • Platforms

    Oracle Buys Compendium To Enhance Content Marketing Chops

    BY //

    Oracle has acquired cloud content marketing platform Compendium for an undisclosed sum. Oracle, which bought marketing automation company Eloqua for $871 million last December, has since formalized that deal into the Oracle Eloqua Marketing Cloud and has plans to improve “top-of-the-funnel” customer engagement with its acquisition of Compendium, according to the company. These moves are […]

  • Social Media

    Facebook’s Brian Boland Says Sun Is Setting On ‘Proxy Metrics’

    BY //

    Facebook has made steady progress on closing the loop between media spend and consumer transactions, according to Brian Boland, the company’s VP of ads product marketing. “Digital marketers expect accurate reach,” Boland said in a presentation at the DMA 2013 annual summit in Chicago this week. More and more are “expecting proven results. They’re now […]

  • Ecommerce

    Refinery29 Banks $20M To Build Content-Infused Universes For Brands

    BY //

    Refinery29 has raised $20 million in Series C funding from Stripes Group to expand its category coverage and technological clout. The round brings its financing total to $30.4 million. What began as a grassroots fashion discovery portal for emerging brands and designers in New York, the city where high school friends Philippe von Borries and […]

  • Data

    DMA 2013: Telling Data-Driven Client Stories

    BY //

    The convergence of creativity and technology is shifting the dialog between consumers, agencies and brands. An on-stage discussion at the DMA 2013 conference in Chicago attempted to chart that shift by answering the question, “Does data drive the big idea or vice versa?” On the panel were Doug Bryan, a principal engineer at RichRelevance; Ben […]

  • Analytics

    Adobe Analytics Adds Real-Time Visualization And 'Anomaly Detection'

    BY //

    A significant update to Adobe’s Analytics suite seems almost on cue from Google, which recently formalized data-driven attribution modeling for Analytics Premium users. One new feature, Anomaly Detection, helps users identify statistical anomalies in their marketing data —  useful for incident detection or to expose new areas of opportunity. “The more advanced feature we’re announcing […]

  • Digital Marketing

    DMA 2013: Data-Driven Digital Ecosystem Drives $156B In US Economy

    BY //

    As an industry, data-driven marketing drives $156 billion in revenues and contributes 675,000 jobs to the US economy alone. These figures, published and heralded onstage to thousands of marketers this morning by Direct Marketing Association president and CEO Linda Woolley, were part of a 100-page Data-Driven Marketing Economy report distributed today at the DMA 2013 […]

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