As Executive Editor, 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.
The joke is that France’s socialist roots made it easy for publisher coalitions to spring up in the country. La Place Media led the way, three years ago, followed by Audience Square in December 2012. But now the idea of cooperation among former competitors is spreading. In recent weeks, AdExchanger profiled coalitions in the UK […]
Nielsen unveiled a multitouch attribution (MTA) system Wednesday designed to help marketers optimize spend across all channels, from digital to television, using both Nielsen and marketer data. Nielsen selected Krux as its data-management platform (DMP) partner to house and combine disparate data sources, according to Nielsen global President Steve Hasker. Krux can combine Nielsen data […]
Rubicon Project’s Q1 revenue grew 62% year over year to $37.2 million, thanks to increases in its mobile and orders business, as well as international expansion. As CEO Frank Addante stated in previous quarters, Rubicon will benefit from the network effect, as an influx of buyers and sellers on the platform will cause growth to snowball. […]
PureWow, a women’s lifestyle website, raised $2.5 million in Series Seed Preferred funding Tuesday. It’s the second pre-Series A round of funding for the profitable property, which raised seed funding when it launched in 2010. PureWow’s audience tripled in the past 12 months. Advertiser RFPs have increased 200%. “The demand is there,” CEO Ryan Harwood […]
Viralnova has been hated and admired for the path it took to find an audience. It rose to the top of the Facebook news feed in 2013 with I-can’t-not-click articles like “If You Own A Microwave, Then You Absolutely Must See This Video.” And its success showed mainstream publishers the importance of social content discovery. […]
The New York Times finished a bright quarter for digital, as both online subscriptions and ad revenue rose. Digital advertising rose the same amount that print declined, 11%, finishing at $42.3 million. However, since digital constitutes just over a quarter of advertising revenue, advertising declined overall by 5.8%. Total revenue declined just 1.6% due to cost-cutting. […]
Refinery29’s Wednesday NewFront was all about taking advantage of what CEO Philippe von Borries called “a moment to define brands for a new generation of consumers.” That new generation? Millennial women. The publisher, which logs 25 million monthly uniques, already reaches a quarter of that demographic, according to comScore. But Refinery29 wants to reach even […]
A planner could sift through the thousands of private marketplace packages available on media platforms to help a client buy placements for a Mother’s Day sale. Or she could open up Kantar Media’s email on Mother’s Day and find a curated list of packages, including pricing information. Presto! Insta-plan. WPP-owned Kantar Media officially launched its […]
Pinterest on Monday announced a Marketing Developer Partners program for its content publishing API, following the lead of Facebook and Twitter. The API will enable brands, who produce two-thirds of the content on Pinterest, to manage workflow and optimization of organic Pinterest content through their preferred centralized marketing platform. “We want to enable the developers […]
It’s not enough anymore that Scripps Networks’ channels are, according to its Wednesday upfront presentation, “naturally optimized.” While CPGs know to find food lovers on the Food Network or Cooking Channel, and home improvement brands gravitate toward HGTV or the DIY Network, the broadcaster is working on providing more data to advertisers to enable purchase-based […]
Answers.com, long a haven of performance marketers seeking scale and efficiency, has bigger dreams: to create enough value for advertisers to seek it out for direct sales. The publisher, which reaches 73 million unique users on desktop and 35 million on mobile, first added a direct sales arm in 2013. But its efforts to establish […]
Measuring viewability can feel like a math class where each student has a different answer to the same problem. Each vendor employs different methodologies, which makes it difficult for publishers and advertisers to consistently agree on ad viewability. While the Media Ratings Council is working to iron out this problem – it even has a few reconciliation guidelines – […]
To grow its base of 350 enterprise clients, social media management tool Tracx is growing – and is planning for more. In February, it raised $18 million in Series C, and Tuesday, it unveiled the hiring of former Experian Marketing Services VP Amy Inlow as CMO. CEO Eran Gilad said Tracx’s first 350 clients rolled […]
This story is part of a series on publisher coalitions and co-ops around the world. Read our earlier pieces on Pangaea and the Association of Online Publishers in the UK, La Place Média in France, SouthernX in Africa, Project Agora in Greece and Romania, Apex in Australia and CPAX in Canada. The problem with programmatic in Israel was that there weren’t many options. Google and […]
Quizzes perform. They’ve set traffic records at publications like Slate and The New York Times and given rise to platforms like PlayBuzz and sites like Zimbio. That’s why Refinery29 was eager to partner with quiz platform Hone to create quizzes that have the look and feel of Refinery29 articles along with the incredible engagement that […]
Most targeting data addresses consumer marketing needs. Finding people who want to buy welding machinery or business software in a market full of data segments about new moms or golfers is tough. It’s a void that B2B marketing company MultiView intends to fill through its expertise serving B2B advertisers. Because many of its clients don’t […]
Calling all advertisers who want to target based on where people have visited: Foursquare is expanding its location targeting from its 55 million users to anyone with a smartphone. On Tuesday, it launched a programmatic ad platform called Pinpoint, designed to leverage the location data from its partner app ecosystem. While Foursquare previously let advertisers […]
When Rich Sutton became Reader’s Digest Association’s CRO in January, his top priority was to extract more revenue from the advertisers accessing its audience of 53 million monthly uniques. “We’re moving to a mix that’s more video, native and high-impact, because those are the formats that are commanding the high CPMs,” Sutton said. “I’m not […]
The digital video out-of-home (OOH) market – screens in elevators, taxis, gas stations, gyms, malls, planes and amusement parks – is setting up the programmatic pipes. The Digital Place-Based Advertising Association (DPAA), whose members include Captivate Network, CNN Airport Network, NEC/Vukunet and Clear Channel Airport, is working with consultants who have built trading desks to […]
This story is part of a series on publisher coalitions and co-ops around the world. Read our earlier pieces on Pangaea and the Association of Online Publishers in the UK, La Place Media in France, SouthernX in Africa, Project Agora in Greece and Romania and Apex in Australia. One year ago, the Canadian Premium Audience Exchange (CPAX), a publisher coalition comprising […]
Sell-side programmatic television player Clypd revealed Thursday that it’s raised $19.4 million on Series B funding, led by European television and radio media company RTL Group. TiVo, which inked a partnership last week that will bake TiVo Research and Analytics data products into Clypd’s platform, also contributed funds to the Series B. Clypd plans to […]
The McClatchy Company’s programmatic strategy didn’t look good when it played second to direct sales. CPMs were low and block lists barred big advertisers. With the support of McClatchy leadership, Tobias Bennett, the digital display revenue manager, removed block lists and implemented Google’s dynamic allocation tool, designed to let all impressions compete with each other. […]
Even publishers embracing programmatic question how it will affect their overall business in the future. In a survey conducted for Bill Ammerman’s MA thesis (he’s since taken a job as VP of programmatic for Tribune Media), 46% of those surveyed said they “didn’t know” or felt “mixed” about programmatic’s revenue impact. The 100-plus publishers who […]
FOX Sports wants to bring its content to where users watch it. AOL wants more video content. Deal. It was in that team spirit that the two companies revealed Wednesday a syndication partnership that would bring FOX Sports content to AOL properties. “AOL really fits in with our off-network digital strategy,” said Ben Maggin, VP […]
Viewability is stressing publishers out. Brands want more for less. Sites need to be redesigned. Every vendor brings different numbers to the equation. But some publishers, like Condé Nast and Tribune Media, are reaping the benefits of “embracing viewability.” “We’ve seen our yields increase,” said Brad Agens, SVP of digital sales for Tribune Media, who […]
Many publishers don’t know – or don’t want to know – what kind of fraud occurs on their sites. But it’s a reaction not dissimilar to how brands approached fraud before shocking numbers – like the 17% of programmatic ads and 23% of video ads determined fraudulent in the ANA/White Ops study last year – […]
Rubicon Project acquired search and website retargeting firm Chango in a $122 million cash and stock (but mostly stock) transaction, the companies said Thursday. (Read the investor release.) “There’s one area of the market we haven’t addressed in the past, and that’s intent marketing,” Rubicon CEO Frank Addante told AdExchanger. “If Google has the platform for search, […]
This story is part of a series on publisher coalitions and co-ops around the world. Read our earlier pieces on Pangaea and the Association of Online Publishers in the UK, La Place Media in France, SouthernX in Africa and Project Agora in Greece and Romania. Australian media giants Fairfax and Nine Entertainment Co. wanted to create a coalition with truly unique […]
This story is part of a series on publisher coalitions and co-ops around the world. Read our earlier pieces on Pangaea and the Association of Online Publishers in the UK, La Place Media in France and SouthernX in Africa. In Greece and Romania, online publishers seeking an alternative to Google joined Project Agora, a publisher […]
Soon, UK buyers will have two premium publisher coalitions to choose from. On the heels of the announcement of Pangaea, the UK trade association AOP (Association of Online Publishers) revealed on Tuesday its plans to create a consortium set to make its debut in six to eight weeks, after the publishers involved implement AppNexus technology […]
