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

  • Digital Marketing

    L’Oréal CMO: Digital Is Changing Our Content, Creative And Conversation

    BY //

    Four years ago, consumer beauty and cosmetics company L’Oréal did not have a chief marketing officer. When Marc Speichert joined the company, it became overwhelmingly apparent how much decentralization existed across the company’s four divisions and 20-plus brands, a challenge for any global enterprise. “I think CMOs need to be agents of digitalization in an […]

  • Data

    Financial Times Summit: Why Marketers Need To Be ‘Intelligent Consumers’ of Data

    BY //

    Is big data “too big” a challenge for marketers? This was a question posed to panelists today at the Financial Times’ Future of Marketing Summit, where a crowd of brand advertisers, agency execs and marketing and ad-tech vendors converged at The Metropolitan Club in New York to talk industry trends. “There’s never too much data […]

  • Analytics

    IBM Seeks Strength In Partners With Digital Marketing Network

    BY //

    IBM’s launch today of a 100-partner-strong Digital Marketing Network will secure access to a slew of ad-related platforms for IBM Digital Marketing Optimization users. Certified digital marketing partners include a number of DMPs, DSPs and search marketing providers like BlueKai, Criteo, Turn, Marin Software, DoubleClick Search and x+1. This appears to be a move on […]

  • Mobile

    Forrester: 39% Of Marketers Don't Track Mobile Users Cross-Channel

    BY //

    Despite the recent flurry of mobile acquisitions, marketers are still somewhat in the dark when it comes to defining objectives for their mobile campaigns and deploying analytics tools to help them measure cross-channel reach, one study suggests. In a survey of agencies, vendors and 228 marketing professionals, the study by Forrester Research determined that 37% […]

  • Mobile

    Twitter's Ad Partners Say MoPub Buy Is Its Direct Response Moment

    BY //

    Twitter’s acquisition of mobile ad exchange MoPub came within two weeks of its acquisition of social TV analytics Trendrr and the wide release of lead-generation cards. These staccato moves, according to one Twitter Ads API partner company, are exactly what Twitter needs to counter Facebook’s aggressive pipeline of ad products. “They’re doing a nice job […]

  • Digital Marketing

    Dunnhumby-Datalogix Study Upends Assumptions On Price Sensitivity

    BY //

    Marketers should broaden their view of the price-sensitivity spectrum or risk missing out on valuable consumer behaviors that impact their media buys, one study suggests. According to “Using Advertising to Engage the Price Sensitive Consumer,” a report published by dunnhumby, brands could be making a mistake by failing to dig deeper when it comes to […]

  • Venture Capital

    Advertiser Turned Investor: Intel Capital Plants $14.3M Stake In HookLogic

    BY //

    Intel Capital, the venture-capital arm of early HookLogic advertiser Intel, has invested $14.3 million in the ecommerce search-advertising company through a Series-B round that included some support from Bain Capital Ventures and former AdMeld CEO Michael Barrett. HookLogic, which recently launched a bid marketplace for ecommerce advertisers called the Retail Search Exchange, powers brands and […]

  • Data

    Pricing Data Heats Up: eBay Acquires Decide.com

    BY //

    Not to be outdone by the brick and mortars, eBay announced today its acquisition of Seattle-based pricing research and data firm Decide.com for an undisclosed sum. Decide.com applies what it calls “patent-pending machine-learning and text-mining algorithms” to an avalanche of price points to connect consumers to highly rated products and services. Users gained access to competitive pricing […]

  • Advertiser

    Beta Twitter Advertiser Rock/Creek Rocks The Social Stream

    BY //

    Independently owned-and-operated outdoor specialty retailer Rock/Creek  has realized early return as one of Twitter’s early beta advertisers. The brand was founded 25 years ago as a Chattanooga-based canoeing company. It operates five standalone stores in addition to an ecommerce platform, but has yet to mobile-optimize its site. Fifty-one percent of retailers cited this very optimization […]

  • Digital Marketing

    WPP's Rockfish Adds CRM Practice

    BY //

    Rockfish has added 100 staffers since its acquisition by WPP Digital in 2011, expanding from its anchor office in Arkansas to Chicago, Austin and Atlanta. Now the agency is in the midst of constructing a digital CRM practice. Citing growing client demand for CRM-related services, Rockfish’s SVP & Chief Strategy Officer Dawn Maire noted a […]

  • Ecommerce

    The @WalmartLabs Way: Why The Online Pure-Play Needs Brick and Mortar (And Vice Versa)

    BY //

    With mobile commerce forecasted to hit $25 billion by year’s end, according to comScore, digital agencies are naturally fielding more questions about device strategy. Or, in the case of Razorfish, “context strategy.” Jason Goldberg, VP of strategy for multichannel commerce & content at Razorfish and member of the board of directors for Shop.org, touched on […]

  • Social Media

    Trending TV: Twitter's Fast Moves Belie Weak Deal Market For Social TV Startups

    BY //

    Tapping into second-screen viewing and related search habits is the new black. Facebook confirmed Friday it is testing “trending topics” in the news feed after rolling out a hashtags feature, according to The Wall Street Journal. Apple and, especially, Twitter have made notable moves in the space. But, for all of the interest, the fact […]

  • Ecommerce

    Polyvore: Connecting Commerce To The Sphere Of Social Data

    BY //

    Founded six years ago by three former Yahoo engineers, social commerce community portal Polyvore has amassed 80 million product boards or “sets” since inception. To date, the company has raised more than $22 million in funding from Benchmark Capital and others, and now feeds 7.5 billion product impressions per month to brand and retail clients […]

  • Digital Marketing

    Twitter Rolls Out Lead Gen Cards To The Marketing Masses

    BY //

    Twitter has opened up Lead Generation cards to all advertisers after a limited release earlier this May. Twitter appears to be after direct-response advertising. Writing in a blog post, Twitter product manager Tarun Jain described the Lead Gen cards as “a streamlined tool to help advertisers find and connect off-Twitter with users interested in their message.” […]

  • Social Media

    Amid Twitter’s TV Gains, Could The Social TV Market Be Losing Its Luster?

    BY //

    Twitter’s wading deeper into the TV pool. The end goal? Unlock more viewer data to balance the scale on social engagement and determine the opportune time to push paid media promotions. With its latest acquisition of real-time social data analytics platform Trendrr, which is used by a range of media companies and TV networks such […]

  • Mobile

    Facebook Closing In On Google's Mobile Ad Share

    BY //

    Google is leading the charge on mobile ad revenues, but Facebook is closing the gap. The two companies’ jointly control nearly 70% of mobile ad revenue, according to new estimates from EMarketer. Google owns more than 53% of mobile ad market share, to Facebook’s 16% — placing both well ahead of players like Pandora, YP, […]

  • Mobile

    Study: Mobile Commerce Transactions Reach $10.6B Mark

    BY //

    The rapid adoption of tablets and smartphones has not been matched with equal intensity by the number of digital sales transactions occurring on those devices, but that divide is beginning to close. In the first half of 2013, m-commerce transactions totaled $10.6 billion in sales, which represents close to 10% of the total digital commerce […]

  • Digital Marketing

    Ex-Googler Talks Tag Management: This Is Really About ‘Data Management’

    BY //

    To Qubit, a London-based company founded by four former Googlers, proper optimization of Web technology deployments plays a critical role in the effectiveness of commerce experiences and online advertising. A range of publishers like the BBC and retail brands like Pandora rely on Qubit’s enterprise tag management product Opentag for digital marketing and other forms […]

  • Data Nugget

    Study: Google Product Listing Ads Gain Traction Over Text Ads

    BY //

    Close to a year after Google evolved its product search to a paid model under the auspices of Google Shopping, new data suggests the imagecentric ads are strongly outperforming standard text ads in retail advertising. According to Marin Software‘s sampling of global advertisers and agencies that spend more than $100,000 on paid search per month, […]

  • Ecommerce

    Personalizing the 'Post-Purchase' Alert: Slice Banks $23M From Rakuten

    BY //

    Slice Technologies, a Silicon Valley-based startup that bills itself as the “best way to track and organize your online shopping,” has raised $23 million in Series B funding led by Japanese ecommerce company Rakuten, Russia Partners and NPD Group. Slice’s existing investors, which include Google Chairman Eric Schmidt’s Innovation Endeavors, DCM and Lightspeed Venture Partners, […]

  • Online Advertising

    eMarketer Ratchets Up RTB Forecast, Slightly

    BY //

    eMarketer is estimating marketers will spend $3.34 billion on real time-bidded ads this year, representing a 73.9% increase from last year and a slight upward revision of an earlier estimate. The researcher previously projected $3.32 billion in spend this year on RTB, due to “upward revisions in the overall digital display ad market.” Additionally, by 2017, RTB […]

  • Social Media

    Pinning Intent: Why A Pinterest Ads API Makes Sense For Marketers

    BY //

    Pinterest has always been a little different than the rest of the social pack –primarily because pinned products means pinned intent. The platform is inherently commercial. When Pinterest debuted price alerts in early August, it appeared to be a move on the visual social network’s part to help retailers reactivate purchase intent based on items […]

  • Digital Marketing

    Dissecting Google’s Dive Into Data-Driven Attribution

    BY //

    Google’s launch Tuesday of Data-Driven Attribution for Google Analytics Premium users left some questions on the table, including how pertinent offline data would be to the product, where “earned” media fits into the mix and what implications there are for “non-Google” marketers and the entire attribution ecosystem. Forrester Research, which released a Forrester Wave Report […]

  • Digital Marketing

    Hotels.com Noticing Momentum With FBX, Mobile App Install Ads

    BY //

    Hotels.com estimates more than one in five transactions on its platform occur through mobile devices, representing a growing area investment for a predominant player in online travel booking. “We can always do better from a brand recognition standpoint,” commented Steven Quach, director of online marketing for Hotels.com. “Anywhere we can find pops of growth that […]

  • Online Advertising

    Google Goes After Data-Driven Attribution To Upend “Last-Click” Modeling

    BY //

    Marketers are looking for better methods to assign value across the entire customer journey and Google appears to be answering the call. Today, building on its Multichannel Funnels and Attribution Model Comparison tools for Google Analytics, Google has rolled out Data-Driven Attribution globally for Google Analytics Premium customers. Bill Kee, product manager for attribution at […]

  • Online Advertising

    Groupon Dreams Of An Affiliate Army 100,000-Strong

    BY //

    Groupon’s launch today of a global affiliate marketing Groupon Partner Network (GPN) illustrates the company’s plans to own a lion’s share of the local ad market. It also puts more distance between Groupon and its daily deals heritage. The Partner Network is part of Groupon’s goal “to provide a comprehensive, effective and large-scale marketing platform for […]

  • Ecommerce

    Why Amazon, Facebook Are In Hot Pursuit Of Digital Identity

    BY //

    It all comes down to who owns the digital identity and the addressability that follows. Late this spring when Amazon launched the Login with Amazon service, it gave access to 200 million-plus active Amazon users to app developers and site owners. “Login with Amazon is the latest offering in an array of services that make […]

  • Advertiser

    Art & Science: Behind PopSugar.com’s New Programmatic Strategy

    BY //

    PopSugar, the online media platform blending everything from celebrity content covering Prince Williams’ new baby to a hand-selected beauty and fashion subscription service, is in the process of creating a full-scale digital outfit to bring content and commerce to a new level. Colette Dill-Lerner, who recently joined PopSugar as EVP of Performance Marketing, spent close […]

  • Ecommerce

    RichRelevance Deepens Ecommerce Data Analytics With Precog Acquisition

    BY //

    Following its spring acquisition of recommendations engine Avail, ecommerce personalization and shopping media company RichRelevance has acquired the assets of data analytics startup Precog, for an undisclosed sum. Founded by former Amazon exec David Selinger in 2006, San Francisco-based RichRelevance currently has close to 200 customers including Walmart, Target and Marks & Spencer. Precog CEO […]

  • Data

    Why Data Is the Most Valuable Player in Omnichannel Retail Marketing

    BY //

    The evolution of commerce has made data the new “MVP” of retail marketing. A common theme at this week’s eTail East conference in Philadelphia, a gathering of 1,150 retail minds, was delivering personalized offers at scale. To do so, marketers are looking for ways to harness data across a range of sources ranging from loyalty marketing […]

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