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.
Three years ago, The Daily Beast had no sponsored content business. Now sponsored content accounts for 90% of its revenue. Plus, overall revenue is up 90% year over year. Buoyed by the success of its sponsored content business, the news analysis and opinion site is expanding into two new lifestyle verticals: style and food & […]
Deterministic data from set-top boxes is changing how linear TV is bought and valued. Like the Nielsen ratings panel, set-top box data connects to a physical address and household. But unlike Nielsen’s 40,000 families – which provide a “truth set” for TV viewership – set-top boxes reach millions of households, allowing marketers to overlay […]
Google wants to improve the mobile ad experience, which is too slow and reliant on desktop ad formats. Its solution? AMP (Accelerated Mobile Pages) ads and the expansion of programmatic native, both of which Google VP Paul Muret introduced Tuesday at the company’s DoubleClick Leadership Summit. “Winning starts with creating an amazing user experience that […]
Former Turn head Bill Demas took the reins of Shopkick in June to “blitz scale” the company’s growth. More than 20 million consumers have downloaded the 7-year-old app, which rewards them for walking into stores, scanning items and buying products. Marketers use Shopkick to incentivize store visits and purchases. “In the commerce world, we were […]
Reynolds Consumer Products signed a 2-year deal with Meredith, under which the food- and home-focused publisher will develop upper-funnel and lower-funnel content for Reynolds’ brands, including Reynolds Wrap and Hefty. Upper-funnel content will feature tips for entertaining or cooking designed to inspire or drive awareness, said Meredith SVP Marc Rothschild. The publisher’s 2015 acquisition of […]
Once, E.W. Scripps was a newspaper company. Now it’s a digital media, broadcast TV, over-the-top (OTT) and podcasting company. Along the way, it shed its newspapers, which are now part of Journal Communications, and its cable channels, spun off in 2008 into Scripps Networks Interactive. It also has been acquisitive. E.W. Scripps expanded into podcasting […]
In spite of the upheaval from Brexit, Time Inc. acquired Collective’s UK ad network business for an undisclosed sum on Tuesday. Unlike Collective’s US ad network business, the UK business’ bottom and top lines are growing, said CEO Joe Apprendi. Focused on brand advertisers, the UK business provides creative services and ad formats that differentiated […]
When building a content-commerce brand, content comes first. More readers will lead to more shoppers, according to home decor brand Domino. The company has appointed Nathan Coyle, an EVP at Refinery29, as its CEO to supercharge Domino’s online audience growth. “The belief amongst the board was that among our three channels – the print publication, […]
Hearst doesn’t view itself a media company, but rather as a technology company. “We have been making a concerted effort to transform from a media company that used great technology to a technology company,” said Allen Duan, Hearst’s head of corporate technology. Hearst’s technology team builds tech for a world where content is distributed on […]
Facebook’s recent courtship of publishers – like its attempt to move them onto Instant Articles, paying them to produce Facebook Live videos and allowing the posting of sponsored posts on their feeds – hasn’t insulated publishers from Facebook’s algorithm adjustments. On Wednesday, Facebook said it will change its algorithm to focus its news feed on […]
In the land of VC-backed media brands, Thought Catalog wants to be the indie media brand that could. Founded in 2010, The Thought & Expression Co., which includes sites Thought Catalog and Quote Catalog, hasn’t taken on any investment. Just 35 people work out of its Williamsburg, Brooklyn, office, including Alex Magnin, the chief revenue […]
If publishers allow programmatic to compete with direct-sold impressions within their ad server, they needn’t bother with header bidding. French ecommerce site Rue du Commerce saw a sizable boost in yield when it did just that. It belongs to a family of ecommerce sites, Régie E-Commerce (REC), which together attract 14 million uniques a month. […]
Since some people will never tune into their local 5 o’clock news broadcast, many local news stations are setting aside competitive concerns to partner with NewsOn. The app brings 141 local news broadcasts to OTT and mobile audiences. “While these companies compete fiercely with each other in local markets, they see the value of NewsOn,” […]
Britain is leaving the European Union. Though the process will take up to two years, the news sent agency stocks tumbling. What everyone wants to know, but can only make educated guesses about, is how this will affect the digital advertising industry. AdExchanger asked a few digital executives to take a gander at how this […]
Google is building a technology platform that will underpin two of its buy-side solutions: DoubleClick Bid Manager (DBM), a DSP and ad server for large advertisers, and Google Display Network (GDN), where search advertisers and small advertisers play. “We think there are huge opportunities to democratize programmatic for Google Display Network buyers,” said Brad Bender, […]
Social data is emerging as a way for traditional TV players to start moving beyond age and gender targeting. For a recent movie release, Turner ran a month-long ad campaign during shows where an audience segment built from social media behavior was predicted to appear in high numbers. That audience segment, built by cross-screen data […]
Kohler is looking to do more than just sell plumbing supplies and it’s using content to get there. The goal is to help prospective customers, anyone from an individual homeowner to an interior designer, envision how a new piece of hardware will fit into the home of their dreams. In the pre-digital era, Kohler showcased […]
Microsoft and LinkedIn both have advertising businesses. But Microsoft’s $26.2 billion acquisition of LinkedIn wasn’t about advertising. At least, that’s not the main reason. “It’s less about ad tech and more about mar tech,” said William Furlong, a former Bizo executive and current adviser and consultant. Forrester VP and principal analyst Melissa Parrish agreed. While […]
Jay Stevens has joined Adform as chief revenue officer. The company created the role because it needed someone to manage the business and control country-specific P&Ls as Adform expands geographically into new markets. He started Monday. Stevens made the switch to the decade-old ad tech company, founded in Denmark, a few months after departing Rubicon […]
Performance Horizon revealed Wednesday it has raised $15.4 million in Series C funding. The partner marketing platform helps large global corporations manage all their affiliate relationships in one place. The company plans to use the funds to double its workforce from 120 to 240 over the next year. Sixty percent of the new hires will […]
Investopedia launched in the dot-com era as an online dictionary of investment terms. Its financial audience attracted advertisers, and the glossary format drove traffic from Google searches. But times have changed. Investopedia needed to conquer social, which has supplanted search as a dominant traffic driver for many publishers. And reaching investors at the beginning of […]
AppNexus and Taboola have connected with each other to enable buyers to purchase Taboola’s native placements programmatically. Eighty-five AppNexus buyers have already used this connection to buy on Taboola. The integration represents a step forward for programmatic native just as another huge native pool of supply disappeared: FBX, which will shut down in November. Taboola CEO Adam Singolda […]
Marketers can now target advertising on Pinterest using their CRM lists or mobile ad IDs, and expand those campaigns through lookalike targeting. The product update gives marketers a way to reach their existing customers, a la Facebook’s popular Custom Audiences product. “This is becoming a must-have in the marketplace because of the performance it drives,” […]
Merkle is introducing Publisher Addressable Marketplaces, which matches its advertisers’ CRM data with publishers’ subscriber data in order to target real people through partners like Pandora, Trusted Media Brands, Viant and LiveIntent. Publisher Addressable Marketplaces’ data onboarding and targeting capabilities are similar to Facebook’s hugely successful CRM matching program Custom Audiences, and its introduction comes […]
Snapchat added Moat and DoubleClick to its measurement arsenal Thursday. Moat will enable measurement based on viewability, audibility and human audiences. The Google DoubleClick ad server joins nine other measurement partners, including Sizmek and Innovid, to help ensure an ad has been served and to add reach and frequency data. With these third-party measurement tools […]
When people sign up for sweepstakes, they leave the right address. Publishers Clearing House’s (PCH) Liquid division was acquired in 2012 and uses its parent’s deterministic data sets to power media campaigns. This value prop is becoming more attractive as agency trading desks move to buying through private marketplaces and evaluating success through benchmarks like […]
Media rebates and other nontransparent business practices by US agencies are pervasive, according to a long-awaited study from investigative firm K2 Intelligence that was released Tuesday. The Association of National Advertisers (ANA) commissioned the study last year in light of mounting marketer concerns about undisclosed media agency revenues. Read the full report. Of the 117 […]
Instagram envy is immensely powerful to Breckenridge Tourism, which uses local tax dollars to boost tourism in the Colorado town. Visitors’ social media posts show off the best the town has to offer, from skiing and mountain biking. But these organic posts aren’t often viewable beyond a poster’s followers, which is why the tourism board […]
Boasting about double- or triple-digit mobile growth is a staple of every ad platform earnings report. But peer deeper and actual mobile revenues for advertising companies differ widely, ranging from 20% to nearly 90% of total revenue. But mobile revenue – and revenue growth – doesn’t neatly correlate to success. Sometimes mobile revenue growth reflects […]
Bloomberg Media wants to reach its target audience of affluent businesspeople wherever they happen to be over the course of the day. That might mean mobile and TV in the morning, radio on the way to work, websites during the workday and magazines at night. “Our brand has the ability and importance to connect to […]
