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.
Digital revenue rose 17% in Q3 at The New York Times. During the same time period, digital subscriptions rose 20%. But overall revenue rose just 1% for the quarter — anemic growth, though The New York Times spun it as good news, since digital increases almost offset declines in print. (earnings release) “Smartphone, tablet, and video, […]
When targeting ads and content, health publisher Remedy Health Media, whose network of sites attract 16 million unique visitors a month, faces greater challenges than most digital publishers. The Health Insurance Portability and Accountability Act (HIPAA) contains a privacy rule regulating the use of consumer health data, making it more difficult to personalize content and […]
Publishers looking for new digital dollars have homed in on native and custom advertising packages. These initiatives, more than programmatic, served as the focus for the MediaNext conference Monday through Wednesday in New York City, where the publishing community convened to discuss the status of integrated marketing campaigns. “More advertisers are separating their budgets, with […]
Two years is a long time for online publisher Vox Media. In that span, the owner of seven editorial sites – including The Verge, SB Nation, Eater and Polygon – went from eschewing programmatic to embracing it. Vox’s strategy changed because its sites grew, explained Joe Purzycki, Vox Media’s VP of advertising. Vox totaled 20 […]
Rubicon Project’s stock rose over 20% in after hours trading following the announcement that the company posted a record quarter. That’s good news for a supply side platform that has struggled to educate Wall Street of its value. Rubicon Project hoped its IPO would give it a market cap of $671 million. The current market cap is […]
Hearst Magazines plans to remove its marketing data from silos and bring it to the cloud using Acxiom. Hearst hopes this move helps it bring together siloed customer information. Finding the overlap between Hearst newspaper and magazine subscribers, for example, is a manual process under the current system. “If a customer engages with us in one […]
Yahoo says its investments in mobile have paid off. The company announced its mobile revenue in Q3 exceeded $200 million, or 20% of its $1.1 billion in GAAP revenue. Mobile revenue doubled year over year, including both search and display. Revenue growth on mobile far outpaced user growth. 550 million people are mobile monthly active […]
Because AARP serves a specific demographic – people over 50 – the magazine has long understood just how valuable it was to provide advertisers with a segmented audience. But within that age bracket, there is incredible diversity of segments that the AARP knew would provide value to advertisers. So the team decided to use Krux to […]
Google’s Q3 revenue rose 20% year over year to $16.52 billion, though it continued to see click volume rise (17% YoY) and cost per clicks fall (2% YoY). Google sites comprised about two-thirds of revenue, for a total of $11.25 billion. Partner sites contributed $3.43 billion, or about 20%. Google’s O&O paid clicks (which include […]
Distributing the same sponsored posts across a network of sites isn’t a widespread practice – yet. While planning the media spend for Lucile Packard Children’s Hospital, ad agency Mediasmith turned to Distroscale, which allowed the team to leverage existing content to connect with readers about the hospital at scale. “Native advertising had a key role to […]
Ecommerce is a “clean business” when it comes to attribution. That’s one reason why 90% of media dollars at contact and eyewear company Coastal.com go toward influencing sales: It’s easy to tell if those tactics actually work. After tracing the path from advertising to a sale, that same data is applied to make the advertising […]
Beauty startup Julep has grown up in the age of social. The brand uses Facebook, blogs, and surveys in order to interact with customers and encourage them to have a stake in the brand. “We’re one of the first beauty brands to have grown up post-social media,” CEO and founder Jane Park said. After all, […]
There’s a long line outside the club – but once you get past the bouncer, there’s no one to dance with. Problems of supply and access have plagued private exchanges even as they grow increasingly popular. There are many reasons for this: Those who want to transact privately using programmatic “pipes” may find little to […]
The best way for publishers to survive these days may be to become technology companies. “Media businesses will win because of their content platform strategies,” predicted Say Media CEO Matt Sanchez. Say Media is both a technology provider and publisher of numerous online magazines including xoJane, ReadWrite, Remodelista, xoVain and Not Impossible Now. As a […]
Facebook’s Atlas ad server allows advertisers to target Facebook users not just on Facebook.com, but across the web and app ecosystem. Once a user has logged into Facebook on a device, Atlas can find the user and serve ads just for that person. When he or she acts on the ad, Atlas ties that back to […]
As of Friday, Hearst Corporation will offer so-called premium ad units across its digital media network (which includes Cosmopolitan.com, Esquire.com and GoodHousekeeping.com) through a programmatic direct partnership with Varick Media Management. Hearst premium units involve high-impact placements that expand or include rich media, like the “lightbox,” “billboard” and cross-device “pushdown” unit that fills the page. […]
Retailers face an uphill battle when it comes to justifying mobile ad spend. At the Shop.org Digital Summit in Seattle, some shared how they are tackling cross-device measurement and mobile attribution as more time and sales shift to mobile. “There is a study that says people spend 20% of their time on their phone, so […]
Yahoo has $6 billion in its wallet thanks to Alibaba’s IPO last week. But investors showed little faith in Yahoo’s core business, sending the stock plummeting. An article in Businessweek went so far as to value Yahoo’s business at zero. That means CEO Marissa Mayer needs to go shopping. “I think she’ll do a big […]
Sift Media, publisher of such websites as Accountingweb.co.uk and HRZone.co.uk, wanted to use data to create better experiences for the reader and better results for its advertisers. It found its technology match in Cxense, which offers audience data management and analytics geared to the publisher. “It was the first solution [we came across] that came […]
The Association of American Railroads (AAR) is after the kind of Washington, D.C., influencers who can impact change. But with a limited budget and a potentially boring topic, the organization needed to find a way to tell people about the vital role freight trains play in the economy. After “a difficult year for freight rail,” during […]
Centro launched a private marketplace within its ad exchange on Tuesday. Although Centro Brand Exchange was already an exclusive, invitation-only auction house, the private marketplace enables advertisers to purchase premium inventory in unique formats, such as 300×600, and in places that had previously been unavailable, such as on homepages. It also allows selected trading desks […]
Canadian newspaper The Globe and Mail can forecast revenue and optimize yield across its direct-sold and programmatic inventory, using a partnership between yield management firm Yieldex and ad tech company AppNexus. When the publisher signed up with Yieldex at the beginning of the year, it didn’t support AppNexus until The Globe and Mail requested it, […]
Do open auctions have a future? It depends which publisher you ask. According to executives from Meredith, Yahoo and AOL, who spoke at the Programmatic I/O Conference on Wednesday, change is coming. “It won’t live on” in its current form, said Meredith’s VP of programmatic sales and strategy, Chip Schenck. “Because it’s used and thought […]
Native ad exchange Sharethrough has acquired UK-based content distribution platform VAN in the hopes of expanding into the European market. The acquisition price was not disclosed, but VAN’s 2013 revenue was $2 million. VAN’s sales team will be an asset, as will its strength in the automotive, entertainment and lifestyle verticals. Its clients, like UKTV, […]
The Federal Trade Commission (FTC) wants to know what marketers are doing with segmentation profiles like “urban scrambler” and “ethnic second city struggler.” The potential for advertising segmentation to exacerbate inequality was a central topic at Monday’s FTC workshop, “Big Data: A Tool for Inclusion or Exclusion?” The Washington, D.C., event included representatives from advocacy groups […]
Given the building momentum around native advertising and the growing number of publishers and startups seizing on the trend, it was only a matter of time before the 800-pound gorilla of ad technology threw its hat in the ring. While Google has yet to formally introduce its native offering, numerous AdExchanger sources with knowledge of […]
One of the best things about Deep Eddy Vodka is the taste. At least that’s what Brandon Cason, VP of marketing, has to say about the 4-year-old spirits brand that’s based in Austin, Texas. But prospects aren’t going to seek out a product they’ve never heard of. That’s one reason the brand, whose efforts are focused […]
In three years, Daily Dot, an online publication focusing on Internet-related issues, has grown from zero to 10 million monthly unique visitors. The site’s monthly uniques are up 3.5 times year over year, growth the site says outpaces the third year of Gawker, BuzzFeed and Thought Catalog. If you ask CEO Nick White and CTO […]
Last month, Slate served 100 million impressions of native ads in 30 days. For the coming fourth quarter, 15 native campaigns are in development. Some are running for a few weeks. A handful of native campaigns involve publication of dozens of posts over a year. Despite that scale, until April of this year, Slate created and […]
If your local advertisers have an advertising budget to spend but nowhere to spend it, why not do it for them? That’s part of the logic behind reach extension, a tactic that’s long been popular with media companies like newspapers that get much of their budget from local businesses too small to warrant hiring an […]
