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

    Why One Creative Agency is Banking On SaaS (And Big Data)

    BY //

    Emmett Shine’s Bowery-based agency Gin Lane Media is not your everyday 25-person creative shop. The agency had early roots in women’s apparel; its founder and CEO began T-shirt company LOLA New York in 2005 while circumnavigating the downtown New York design and art scene. After securing a number of small projects that landed SeamlessWeb and […]

  • Ecommerce

    Alibaba's $206M Stake In ShopRunner Will Help It Challenge Amazon

    BY //

    Alibaba Group, the Chinese equivalent of Amazon, has invested $206 million in ShopRunner, a member-only subscription ecommerce platform connecting consumers to hundreds of retail brands (like Toys R Us and Tommy Hilfiger) and a plethora of perks — like free, two-day shipping and express checkout for $79 a year or $8.95 a month. Alibaba, in […]

  • Ad Exchange News

    Programmatic Panel: Getting To The Nitty-Gritty of RTB And Viewability Challenges

    BY //

    A panel covering RTB and “viewability” played to a packed room atop the Gansevoort Park Hotel in New York last night. What commenced was a (congenially heated, at times) meeting of the minds between James Green, CEO of Magnetic; Anne Hunter, SVP of global marketing strategy at comScore; Brian Gleason, managing director, North America, Xaxis; […]

  • Agencies

    Razorfish’s Christian Juhl Joins Essence As CEO, North America

    BY //

    Essence has made another key hire from the Razorfish talent pool with its appointment of Christian Juhl as the digital agency’s CEO of North America. Juhl arrives from his former post as president, West, at Razorfish, where he managed four offices with a focus on integrated media, creative and technology lines of business. Essence, in […]

  • Digital TV and Video

    Twitter Extends 'Second Screen' Lead With NBC Universal Deal

    BY //

    This morning NBC Universal entered a strategic partnership with Comcast and Twitter to engineer a “See It” feature allowing Xfinity TV viewers to take action around a TV show from their Twitter stream. The integration allows Xfinity TV viewers to take actions such as starting a show on-demand or setting a DVR to record. Executives […]

  • Ecommerce

    Retailigence Is Latest To 'Close The Loop' On In-Store Transactions

    BY //

    Retail brands, and the vendors that serve them, continue to obsess about how to bridge the gap between online intent and offline sales. Retailigence, the developer of a “hyperlocal marketing platform” for brands and retailers, has rolled out a solution that allows consumers to reserve products online and pick up in-store. Although the concept is […]

  • Mobile

    Report: Retailers Find Mobile Advertising Uplift Through Data Diversity

    BY //

    All location-based mobile advertising campaigns are not created equal and, for retailers, the nuances between data sources and surfaced promotions have several layers of intricacy. Mobile advertising continues to pique the interest of retail marketers – and investors. Just today, end-to-end mobile marketing platform Swirl Networks closed an $8 million strategic investment round from Hearst […]

  • Ecommerce

    Behind Amazon's Pitch To Advertisers

    BY //

    There’s an ever-growing opportunity for advertisers on Amazon, the commerce marketplace maven every retailer hopes to emulate (and simultaneously fears). The company has nearly doubled its global ad revenues since 2011, from $420 million to an expected $835 million this year, eMarketer estimates. If true, this puts it ahead of publishers like Pandora, Twitter, LinkedIn and […]

  • Analytics

    Nielsen Unveils Its Twitter TV Ratings Product

    BY //

    Panel-based TV ratings and TV-themed “social buzz” are on a collision course, and audience research mainstay Nielsen is doing everything it can to retain its pole position.  The company today announced “Nielsen Twitter TV Ratings” to measure TV-related Twitter discussion — both the volume of discussion and its total reach. Last fall, Nielsen, through a joint […]

  • Agencies

    Essence Exec: I Want My Agency To Be Maniacally Focused On First-Party Data

    BY //

    There’s a bright future for agencies in being effective purveyors of first-party data, said Brian Krick, the newest head of North American search and biddable for digital agency Essence. But, he said, they have to be willing to have tough conversations and break down barriers. Weaning channel-specific marketers off artificially inflated CPAs that don’t reflect true incremental revenue […]

  • Ecommerce

    Are Startups Like Wanelo And OpenSky The New Commerce Data Brokers?

    BY //

    There’s a new breed of social platform in town, with direct-to-consumer and merchant wherewithal. The group includes social startups like Wanelo, a uniquely searchlike experience for “all stores in one place,” and OpenSky, which combines the microblogging feel of a Twitter with the slightly more visceral look of a Pinterest. According to OpenSky CEO John […]

  • Ecommerce

    Staples Builds Out Data-Driven Outfit With Runa Acquisition

    BY //

    Staples’ acquisition today of San Mateo, Calif.-based conversion marketing platform Runa is one more building block in the brand’s plan to construct a data hub within its own four walls. Although the terms of the deal were not disclosed, Staples spokesman Mark Cautela told AdExchanger, “We looked at this primarily as a technology acquisition, but […]

  • Advertiser

    Walgreens CEO: We’re Attacking Digital From All Fronts

    BY //

    Walgreens is pursuing digital in a “deliberate and strategic way,” according to its CEO. “Sometimes I feel like a B-52 bomber where I’m clearing a path to a 112-year-old brick-and-mortar business,” Greg Wasson confessed to a packed room of retail brands and marketers today at the Shop.org summit in Chicago. “Digital wasn’t something Walgreens was […]

  • Ecommerce

    Tory Burch CMO To Shop.org Crowd: 44% Of Our Traffic Is Now Mobile

    BY //

    Designer apparel brand Tory Burch now sees 44% of its site traffic stemming from smartphones and tablets with more than 28% of sales attributed to mobile devices. During a keynote presentation this morning at the National Retail Federation’s Shop.org summit, Miki Berardelli, Tory Burch’s CMO, told an audience in the mid-thousands here in Chicago that […]

  • Ecommerce

    Bridging The Identity Gap: TellApart Acquires AdStack

    BY //

    In a move to ramp up what TellApart CEO Josh McFarland describes as “programmatic personalization,” the developer of a customer data platform for commerce companies today acquired email marketing optimization provider AdStack. According to TechCrunch, the transaction cost the company, which has raised $17.75 million in funding to date over the course of three rounds, […]

  • Online Advertising

    Battle Lines Drawn: We’re Not All About Blocking Ads, Says No. 1 Ad Blocker

    BY //

    Contrary to the image the name conjures, browser plugin Adblock Plus says it’s not out to kill all the ads on the Internet. Company co-founder and CEO Till Faida told AdExchanger that some 61 million people have downloaded Adblock Plus to date, and it sees, on average, 270,000 downloads per day. “There is demand to […]

  • Agencies

    Merkle’s Creative Chief: CRM May Unlock The Data, But Creatives Own The Concepts

    BY //

    Mark Weninger, chief creative officer at Merkle, said there’s growing clamor outside of the creative fortress. Taking the stage at Advertising Week on behalf of the customer relationship-marketing agency, he alluded to a force that’s “armed with zetabytes of numbers and analysis.” The new competitive differentiator in advertising is the person or platform that holds […]

  • Advertiser

    CMO/CIO Cross-Fire: Brands Talk Agencies And Ad Tech During Advertising Week

    BY //

    Clearly Criteo is feeling no pressure to “go quiet” following its-F-1 filing last week. President Greg Coleman appeared at Advertising Week yesterday for a rapid-fire session with marketers. At the outset of the panel discussion, it was made clear “there won’t be any questions [taken] about Criteo going public.” Coleman was accompanied onstage at the […]

  • Ecommerce

    Rakuten Shopping Takes Aim At Amazon Collections With Debut of ‘Essential’

    BY //

    With Amazon’s August rollout of Collections, the commerce giant appeared to go head-to-head with Pinterest on an offering affording merchants a direct link to products consumers “like, want and recommend.” Now, Japanese ecommerce company Rakuten appears to be working on its own image-centric platform following its $100 million investment in Pinterest last year. Yesterday’s launch […]

  • Mobile

    Retailers Brace For Holiday Mobile Commerce Crush

    BY //

    Mobile commerce will reach new highs on Black Friday and Cyber Monday this year, and retailers are hastily preparing for the onslaught of traffic those devices will bring. Couple that with the fact that there are 26 days between Thanksgiving and Christmas, compared to last year’s 32, and retail marketers are working on compressed campaign […]

  • Ecommerce

    Dunnhumby Eyes Data-Driven Retail Startups With Ventures Launch

    BY //

    Customer data and analytics company dunnhumby today launched dunnhumby Ventures, a seed-stage strategic investment fund aiming to ferret out the innovators in the commerce startup space. According to Dave Balter, global head of investments at dunnhumby, “we have some goals we’re trying to hit, [which is to fund a] range of 10 companies a year […]

  • Data

    IAB MIXX: eBay Says There’s No Such Thing as ‘Enough’ Data

    BY //

    As marketers, ad-buyers and CMOs are increasingly asked to defend their spend, a “consistent data framework” that surpasses the boundaries of channel will be one way to help them win budgetary battles, according to one exec. Josh Herman, VP of partner and product strategy at Acxiom, joined executives from eBay, Datalogix and Nielsen Catalina Solutions […]

  • Social Media

    Report Examines Paid Media Performance For Various Facebook 'Post Types'

    BY //

    Advertisers that push paid media with organic content on Facebook are driving measurably higher results than singular social efforts, one report has found. But the success of a campaign can vary greatly by post type. According to new ShopIgniter data released in August, “The 2013 Social Rich Media Benchmark Report” reveals more retailers and brands […]

  • Online Advertising

    Programmatic, Private Exchanges Attract Interest From Advertisers

    BY //

    A “significant jump” in the number of advertisers tapping into programmatic platforms – 39% of advertisers now take advantage of these technologies – indicates interest is on the upswing on the buy side. According to the Online Advertisers Survey Report 2013 by digital marketing research company Econsultancy in partnership with Rubicon Project, the number of […]

  • Social Media

    Pinterest Debuts Promoted Pins For Business

    BY //

    Pinterest is getting closer to formal ad products with the announcement today that it’s experimenting with promoted pins for select businesses. Although Pinterest co-founder and CEO Ben Silbermann noted promoted pins won’t be “flashy banners or pop-up ads,” and that it’s not a paid product, yet, Pinterest looks to be finding more ways to commercialize the […]

  • Digital Marketing

    Gigya Banks $25M From ExactTarget Investor Greenspring

    BY //

    Gigya, a SaaS-based platform connecting brands to permission-based consumer identity and behavior data, has raised $25 million in funding led by Greenspring Associates, bringing its investment total to $70 million, the company said. Before the latest round, Gigya had raised $45 million to date from a number of investors since its founding in 2006, including […]

  • Advertiser

    Shell Brings Global Brand Back To Local Basics With Dynamic Video

    BY //

    Shell may bear the label “Big Oil,” but the global brand is not neglecting paid campaigns on the local level. Like many, the company is carefully testing performance of its owned vs. paid media channels. An interesting example can be seen in its use of dynamic video creative to drive people to regional events. “To some, […]

  • Ecommerce

    Cognizant Report: Consumers OK With Retail 'Personalization' When Tied To Loyalty

    BY //

    Consumers don’t mind sharing personal information with retailers, but they have varying preferences when it comes to the manner in which their data is collected, a new study says. In a survey of 2,500 shoppers in the US and Canada that started last spring, IT services and consulting firm Cognizant broke down consumer sentiments on […]

  • Mobile

    Retail Brand Forever 21 Ramps Up On Mobile, Facebook With Sociomantic

    BY //

    Fashion retail chain Forever 21 is in the midst of an online marketing remake and mobile is a pillar of its strategy. Gerard Florendo, who joined Forever 21 as manager of online marketing and Web analytics in April, was tasked with deploying up-to-date tools and scaling their respective reach alongside the brand’s new head of […]

  • Ecommerce

    DollarShaveClub.com CEO Sees A Fifty-Fifty Future In Paid Media, Viral Video

    BY //

    Michael Dubin might be best known as the “Our Blades Are (Expletive) Great” guy, who amassed close to 11.5 million views of his viral YouTube video that helped catapult his LA- based company DollarShaveClub.com into the upper echelons of subscription commerce startups. During a presentation at the Financial Times Future of Marketing Summit last week, […]

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