As Editorial Director, Sarah oversees AdExchanger's news and feature coverage and event content. Sarah has written extensively about publishers, sell-side technology and Google. Understanding and explaining the business implications of technically complex topics is her forte. Over her years at AdExchanger, she's documented the rise and maturity of programmatic tech, as data-driven advertising has spread far and wide in its marketing applications.
Centro has updated its platform so media planners can manage direct-sold campaigns and programmatic ones in one place. The company combined its DSP SiteScout, acquired in 2013, with its workflow automation software for I/O-based buys. It was part of a three-year, $25 million platform update that began after the SiteScout purchase. “When we reset our […]
More than 1,700 publishers belong to the Local Media Consortium (LMC), and not all of them are experts on programmatic. The organization, which operates a local news ad exchange and negotiates technology deals for its members, counts massive publishing groups like Scripps, McClatchy and Tronc as its members, along with single papers like The Seattle […]
Targeting a running watch to a broad group like “runners” on Facebook doesn’t cut it anymore. Bold Worldwide, a social media agency with a roster of sports-focused clients, advocates that its brands – including running and cycling watch Polar – massively increase the amount of content they create. With more versions of ads, they can […]
NewsCred on Wednesday laid off 10% of its staff as it changes its product offering and adds advisory services to its content marketing software. As part of the reorg, NewsCred hired a president and COO, Charles Hough. “We’ve been selling [brands] content marketing platforms, but they need expert services, and someone to hold their hand […]
When Bonnie Kintzer became the CEO at Trusted Media Brands three years ago, the Reader’s Digest publisher had just emerged from bankruptcy. Kinzter’s mission was to turn the company around and get it growing again. She had worked at Readers Digest before and appreciated that the company had “very strong brands that were absolutely serving […]
Concerns over ads appearing next to extremist YouTube content has led Havas UK, The Guardian, L’Oréal and the UK government to pull advertising spend from YouTube and Google Display Network. The UK government’s interest in stamping out extremist videos has been brewing for some time. According to a February article in The Times, the UK […]
Sponsored content is going programmatic, courtesy of a partnership between native ad company Nativo, and demand-side platform The Trade Desk. GroupM’s native ad division, Plista, will be a key buyer in the new partnership. The deals transact via a private marketplace, but with fixed pricing. Nativo will add in a programmatic guaranteed option later this […]
Rubicon Project founder Frank Addante has stepped down as CEO. Former AdMeld and Millennial Media chief Michael Barrett is Rubicon’s new CEO, effective immediately. Addante will switch to a strategic and advisory role as chairman of Rubicon’s board. Barrett has a history of turning companies around and getting them sold. As CEO of Millennial Media, he took a company […]
The Economist collects plenty of data, but until recently each type, including browsing or subscriber data, could only be analyzed in a vacuum. That meant The Economist didn’t know the types of content viewed by its most loyal subscribers and couldn’t identify the behavior of readers at risk of dropping their subscriptions. For advertising, those […]
Data-driven advertising requires good data. But lots of bad data and questionable data practices can harm a marketing campaign. Marketers need to know when to use their own data, and when to rely on partners. They need to understand the trade-offs between cost, accuracy and scale. They need to know where their data came from, […]
Sean Moriarty wears a marketing hat half the time and a publisher hat the other half. He joined Demand Media in 2014 as its CEO and has since grown the company’s commerce business to more than half of its revenue. Moriarty also led Demand Media’s rebranding to Leaf Group in November to move it away […]
Facebook is again tackling cross-device measurement and attribution. Although its Atlas product struggled as an ad server in the marketplace, Atlas could successfully use Facebook IDs to measure across devices and help marketers assess campaign performance. Now Facebook is making those features available to marketers through its Business Manager, in a tool dubbed Advanced Measurement. […]
If publishers and platforms often hold contentious relationships with each other, NBCUniversal shows signs of wanting to change that frenemy dynamic. Leading up to last week’s Snapchat IPO, NBCUniversal invested $500 million in the video messaging and content app, CNBC reported Friday. That investment would give the media company an approximately a 2% stake, according to […]
What works better for publishers: Snapchat or Instagram Stories? Both platforms are quickly gaining ground as ways for publishers to distribute their content to wider audiences. Snapchat made its public offering Thursday, and Instagram Stories launched last year with a competitive, video-focused offering. While each platform claims more than 150 million daily users, Snapchat and […]
The New York Times has added a new sales channel for its video inventory: programmatic. At the beginning of February, the Times opened its video inventory for the first time to programmatic buyers. Those buyers can access desktop and mobile web ad space, with mobile in-app to come. The move was in response to requests […]
This post is not sponsored. Thirty-seven percent of publishers fail to properly label their sponsored content to comply with the FTC enforcement policy issued in December 2015, according to MediaRadar. The ad sales intelligence firm scanned sponsored content ads from 12,000 brands over the course of 2016. The numbers may look bad, but they actually […]
Millennials in search of a side gig read The Penny Hoarder to find ways to make extra money and save. The site earned $20.8 million last year by focusing on native, affiliate marketing. It earns 95% of its revenue from affiliate and performance campaigns, and less than 5% from display advertising. And it expects to […]
Integrated sales teams are in vogue. Print sellers usually handle digital these days, and IO-focused digital sellers pitch in on programmatic. But Forbes, which integrated its sales team in 2009, switched back to separate lanes for separate mediums at the beginning of this year. “All of this was motivated by what we were seeing when […]
Rubicon Project has slashed its senior ranks, and the casualties include longtime president Greg Raifman. Is a sale to private equity next? Raifman and six other executives have been shown the door, according to two 8-Ks filed late Tuesday. Most of the departing executives had joined to build Rubicon’s buy-side business, which it’s now steering […]
The internet is ravenous for food content, illustrated by the rise of food bloggers, “hands-and-pans” videos, Tastemade and Extra Crispy, a bespoke food publication from Time Inc. Food52’s strategy isn’t to go broad, as many of its competitors do, but deep. It serves up content for food nerds and obsessives who are hungry for vegan […]
Getting ad-blocking users to change their tune and opt into ads isn’t impossible. In fact, for Dennis Publishing, it has worked as much as 57% of the time. The UK-based publisher of The Week, Carbuyer.co.uk, Alphr.com and other sites conducted a six-month test of Sourcepoint’s Dialogue tech, which allows publishers to send different messages to […]
Bad ads have their run of the internet. Twenty-eight percent of ads fail at least one of five key quality issues that slow down web pages and detract from the user experience, according to Ad Lightning. Ad Lightning, which helps publishers find and report bad ads, analyzed 605,000 pieces of ad creative across 60 websites […]
When Bloomberg writes a story about a public company or commodity, it’s bringing market information dynamically into the adjacent ad. Bloomberg is packaging up this programmatic creative as a new ad unit, which it’s calling DataLock. Bank of Montreal and the Chicago Mercantile Exchange Group this quarter agreed to be the first advertisers to use it. DataLock is designed to reduce […]
Time Inc. is bullish on digital, even as its print business deflates. The company – which has lately been the object of acquisitive interest from Meredith and other suitors – expects $600 million in digital revenue next year. “We see a path to $1 billion over [our strategic] plan,” said CEO Rich Battista during Time’s […]
Turner’s revenue analytics team wasn’t always quickly able to answer questions like whether the presidential inauguration affected advertising revenue. The publisher couldn’t collate data more than weekly or monthly because it worked with more than a dozen programmatic partners, each with their own user interfaces, which supplied ads across Turner’s multiple sites – from CNN […]
News Corp. is shifting allegiance from Rubicon Project to AppNexus. News Corp. offloaded its entire 8% investment in Rubicon Project, or 3.9 million shares, according to an SEC filing on Friday. Last September, News Corp. invested $10 million in AppNexus. It also signed a master services agreement, enabling its publications to switch over to AppNexus […]
Martin Kihn, Research VP at Gartner, will speak about the state of mar tech and ad tech at Programmatic IO on April 5 in San Francisco. Ad tech and mar tech may not converge after all. Two years ago, Gartner analyst Marty Kihn predicted that owned media (mar tech) and paid media (ad tech) technologies would come […]
Traditional magazine companies believe they have weathered the storm of disruption over their business. They’re now ready to look ahead and use their subscription data to drive results for advertisers. “I think the businesses that got disrupted first are in a good position,” David Carey, president of Hearst Magazines, said Wednesday during a panel at […]
Former Right Media President Christine Hunsicker founded apparel company Gwynnie Bee in 2012 because she wanted to move to an industry that hadn’t yet been disrupted by data and technology. Gwynnie Bee, which lets women wearing sizes 10-32 rent and return apparel, required efficient data use to run a balanced marketplace with supply and demand […]
If programmatic advertising has reduced readers to commodities, then Topix wants to be the ultimate trader. The site focuses on slideshows, the best way to get readers to cycle through multiple page views and earn more revenue per user. Topix’s most successful slideshow in 2016 earned $400,000. But getting that $400,000 required buying about $200,000 […]
