AdExchanger
Articles By AdExchanger
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Mpire CEO Matt Hulett Says Verification Space Could Change The Ad Industry
Matt Hulett is CEO of Mpire, an online advertising solutions company. AdExchanger.com: Mpire’s AdXpose appears to give advertisers insight on placement and context. Yet, the trend these days seems to put more importance on targeting audience and addressable media. In your opinion, why does AdXpose belong in today’s marketplace? MH: AdXpose belongs in today’s marketplace […]
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Search Engine Land on OPA; NY Times on Mullen; BlueKai CEO Tawakol on Free Media; Skechers on Behavioral; MediaMath Remarketing
Greg Sterling delivers the OPA case on display advertising to search marketers on Search Engine Land. In the process, Greg digs up 2008 data from Tacoda (now AOL’s property) regarding clickers. Sterling concludes, “The bottom line is that a CTR is not a good measure of consumer intent, engagement or value as a metric for […]
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OpenX CEO Tim Cadogan Says Exchange Showing Traction; OpenX Market Doubles In 2 Months
Tim Cadogan is CEO of OpenX, an online advertising technology company. AdExchanger.com: When you say (MediaPost 6/29) OpenX Market is more like a search marketplace whereas Right Media is more like a financial market, what do you mean? TC: Just to be clear, OpenX Market is an exchange for display advertising. Specifically, the Market is […]
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Quantcast Announces Media Program; OPA Big Ads Imminent; PopularMedia Sold; Local News Using Self-Serve
Quantcast is going ahead with its efforts to offer a new opportunity for marketers who wish to leverage the millions of Quantcast pixels all over the Internet that can help provide insight into audience. Dubbed the “Media Program” (see release), here are the details from Quantcast: The Quantcast solution applies marketers’ unique customer interaction data […]
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AdBuyer.com CEO Ogilvie Says Marketers Need Help In Audience, Price, and Messaging
Tim Ogilvie is CEO of AdBuyer.com, an online media buying platform. AdExchanger.com: What is AdBuyer.com and how did it begin? TO: AdBuyer.com is a media buying and optimization platform for auction-based media. We provide a full suite of tools to help online marketers understand how their online advertising is performing and what they can do […]
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Razorfish Rumors; Google's Display Dreams; Social Targeting with 33across and Media6Degrees
Following up on last week’s news that Microsoft’s Admira technology would provide the backbone for Publicis/VivaKi’s entrance into the television ad exchange space (Reuters) as advertisers hunt for audience, today finds Microsoft peddling Razorfish to Publicis, supposedly one of the leading candidates to acquire the venerable Seattle-headquartered agency. The rumored acquisition price according to the […]
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[x+1] CEO Nardone Says Predictive Algorithms More Relevant Than Ever With Real-Time Bidding
John Nardone is CEO of [x+1], an online buying platform and data company. AdExchanger.com: What trends is [x+1] seeing from its clients in 2009? Can you describe momentum for [x+1] this year? Revenues, deal size, vertical strengths, product interests, etc.? JN: [x+1] has been extremely fortunate in 2009 to see its client list, revenue and […]
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Omnicom Media Surfaces Platform Strategy; DoubleClick Brand Ads White Paper; VivaKi Leading With Analytics
Omnicom Media Group CEO Matt Spiegel let another crumb drop regarding what’s going on with OMG’s media buying platform strategy in an interview with MediaPost’s Laurie Sullivan. Apparently, (no surprise) behavioral targeting is in the middle of it. With the exchange model swimming in data with – potentially – real-time bidding’s help, behavioral targeting and […]
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Comscore's Josh Chasin Says Panel Important For Accurate Measurement and Overcoming Cookie Deletion
Josh Chasin is Chief Research Officer of Comscore, a marketing research company. AdExchanger.com: Of the three silos of metrics – audience measurement, campaign analysis tools and web analytics – in your opinion, which one is the toughest to grasp for the end client? JC: One the one hand, I think the most vexing thing for […]
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AdExchanger.com In News; AdMeld In VC Pockets; PubMatic Pushes RTB, Releases White Paper; Quantcast Converges
The world of media optimization and ad exchanges is taking off. Need proof? Even AdExchanger.com is getting in the news. From Cynopsis Digital, an industry newsletter that informs readers about the latest and greatest in the digital media world, comes the following: “Media buyers, planners and advertisers interested in the growing online ad exchange model […]
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Creative Optimization In Demand as Teracent Revenues Double Each Quarter Says SVP Hall
Chip Hall is SVP of Sales and Marketing at Teracent, an advertising creative solutions provider. AdExchanger.com: What trends have you seen at Teracent in 2009? Can you characterize trends in revenue momentum, deal size, client verticals, consumer audience targets, etc.? CH: Teracent has seen very positive growth and revenue in 2009 and so far has […]
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Future Ad Network: Arbitrage Model Dies And Ad Network Lives To Talk About It
“Give us back our lunch money!” At times, the loathing is over the top. Certain members of the advertising ecosystem (even ad networks) have little respect for the ad network model. It’s as if someone stole the complainers’ lunch money each and every day of the year. All ad networks have ever done is provide […]
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CSO Schanzer of Undertone Networks Says Online Metrics Today Don't Support Long Term Needs Of A Brand
Alan Schanzer is Chief Strategy Officer, Undertone Networks, an online advertising network. AdExchanger.com: Of the four ad solutions you provide according to your website (Display Ads, Synched Ads, Undertone Video and Full Page Ads), which is the fastest growing and why? Any surprises or trends that you’ve seen in 2009? AS: We are seeing growth […]
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ClearSaleing Reports Robust Growth; AdReady Powers New Yahoo! Self-Service Display; VideoEgg and Six Apart; and Sorrell Sullen
This past week, the Internet Retailer Conference took place in Boston, and several hot start-ups showed their wares including attribution analytics provider, ClearSaleing, who launched their attribution management platform at the show. The good news doesn’t stop there for ClearSaleing whose co-founder and chief innovation officer, Adam Goldberg, told The Wall Street Journal that revenue […]
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Reducing Friction For The End User in Online Display Advertising
As the technology mashup evolves in digital advertising, the effective management of data is bringing increasing transparency and control for buyers and sellers of online media. ROI, CPA, CPM, KPI, CTR – a rapper’s dream! – and other acronyms abound as we quantify the ongoing optimization of media. But, where is the user in all […]
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OPA Study Supports Display Ad Exchanges; Right Media Exchange Lives; Nardone on iMedia; Adgregate Gets Gydget; VivaKi on Video; More
A new Comscore study sponsored by the OPA promotes the use of ad exchanges. No, we’re not joking. Of course, we’re pretty sure that wasn’t the OPA’s intention, but the new study says that display advertising drives interaction and conversion for brand campaigns. Thank you, OPA. Clearly, the OPA wants to promote the use of […]
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Havas' Ed Montes Discusses Communication With Ad Agencies at OMMA Publish
Agencies took to the stage to tell their side of the online advertising story during yesterday’s OMMA Publish conference in New York City. Moderated by Break Media’s Andrew Budkofsky, the panelists included Jonathan Chin from MediaVest, Erin Matts from OMD, Kristine Munsen from Universal McCann, Donnie Williams at Horizon Media and Havas Digital’s Ed Montes. […]
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From OMMA Publish: Turner's Walker Jacobs Says Ad Networks Are Not Like Outlet Malls
Yesterday’s OMMA Publish conference in New York City was at full capacity as publishers came to swap stories and look for solutions in a down economy. One panel, ably moderated by MediaPost‘s Joe Mandese, struck at one of the core bones of contention: how to deal with ad networks. The panel, with the linkbait title, […]
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CPA Is The Only Meaningful Metric To Our Clients Says Dapper COO Aizen
Jon Aizen is COO of Dapper, an online ad network. Please share what trends Dapper is seeing on the client-side in 2009. Any vertical strengths, typical campaigns, deal size, etc.? Trends are toward performance-only metrics. We’re seeing eCPA as the meaningful metric for our customers, and we’re embracing that by offering it as a pricing […]
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Anchor Intelligence CEO Miller Sees More Fraud Occurring In Clicks Than Impressions
Ken Miller is CEO of Anchor Intelligence, a traffic quality solutions provider. AdExchanger.com: You have an impressive list of client testimonials on your site. Can you discuss recent momentum at Anchor Intelligence? Any impact from the economy? KM: In the past two quarters, we’ve seen the number of inbound inquiries into Anchor Intelligence increase by […]
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CEO Wright Says Endemic and Non-Endemic Advertisers Coming To DogTime Media
Trevor Wright is CEO of DogTime Media. AdExchanger.com: Does Adify still provide the technology “backbone” of Dogtime? How has that relationship evolved? DogTime leveraged Adify’s technology backbone to launch our vertical community, but quickly evolved beyond their capabilities and have been independent of Adify for more than a year. Are advertisers buying from DogTime Media […]
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Collective Says Increased Display Spend in Autos Targets In-Market; Microsoft Sues On Click Fraud; Hot Entrepreneurs Become VC
Collective Media hired former Yahoo! automotive category director, Brian Elliott, to lead its Detroit office. Which got us thinking… Isn’t the domestic U.S. auto industry on life support? Haven’t they had their marketing budgets reduced dramatically? What is Collective Media thinking? In response, Joe Apprendi, Collective CEO told AdExchanger.com, “Yes, the auto industry in aggregate, […]
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Mediasmith CEO David Smith Says Brand Safety Remains Top Concern With Ad Exchanges
David Smith is CEO of Mediasmith, a digital advertising media agency. AdExchanger.com: What trends can you share with us regarding the media buying you’re doing on behalf of clients today? DS: There is a lot of change happening in the area of digital media strategy, planning and message distribution. Please notice that we’ve walked away […]
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New NYC Vertical Ad Network; Q3 Looking Good; Traditional Media Not So Much; WSJ Worries About Web Ads
Vertical ad network mania has reached into the Village of New York City as AdWeek’s Mike Shields details the new Village Voice vertical ad network titled, “Voice Local Network.” Within the NYC-branded network is Lockhart Steele’s triumvirate of local blogs – Curbed, Eater and Racked – with its young, influential consumer audience as well as […]
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Vertical Ad Networks Are Different Side of Same Rusty Coin Says CEO Koretz of BlueTie and Adventive
David Koretz is CEO of BlueTie, Inc., an email and collaboration services provider and Adventive, Inc., an online ad solutions company. What media-related trends have you observed in 2009 at BlueTie and at Adventive? Vertical strengths/weaknesses, pricing pressure, etc.? At Adventive we are seeing large publishers put an increased emphasis on creating unique products for […]
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Google Prepares Its Display Game; TNS Sees Q1 Display Spending Up; Better Contextual Sponsorships Required Says Diller
Rob Hof of BusinessWeek brings the lens of mainstream media to display ad exchanges in his article, “Google’s Grab for the Display Ad Market.” As the title partially suggests, Google’s display ad business and industry perceptions about upcoming updates to its exchange strategies are the focus. In the article, industry pundits have a decidedly negative […]
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Neo@Ogilvy COO Smith Says The Advertising Agency Model Needs To Drop -Advertising- From Its Title
Greg Smith is COO at Neo@Ogilvy, a full-service digital and direct media company and division of OgilvyOne Worldwide. AdExchanger.com: What trends are you seeing on the client-side in 2009? How will 2010 take shape in your opinion? GS: Clients are discovering ROI, metrics, data. 2010 will look more like 2008 than 2009. Does media deserve […]
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From OMMA Metrics and Measurement: Judah Phillips of Monster Takes Measure Of The Data Tools
Tuesday was OMMA’s NYC version of its Metrics and Measurement conference. Like Digiday on the previous day, this was another sold-out conference – and not just filled with vendors either. In the OMMA crowd were company managers looking to better harness the mountains of data that increasingly makes their jobs one of the most challenging […]
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Retargeting Continues The Conversation for Brand Marketers Says FetchBack CEO Chad Little
Chad Little is CEO of FetchBack, a retargeting company. AdExchanger.com: From your blog, I see that you’ve delivered $64.5 million in revenue for your clients – is that in the past two years? Care to elaborate in terms of net revenues to FetchBack, average deal size, type of clients, etc.? No – that’s ($64.5 million) […]
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Ad Exchanges Due To Take-Off In Late 2009 and 2010 in Asia-Pacific Region Says CEO Robbie Hills of GroupM
Robbie Hills is CEO of GroupM Search businesses across the Asia Pacific region. GroupM is the parent company to WPP media agencies including MAXUS, MediaCom, Mediaedge:cia and Mindshare. AdExchanger.com: How would you characterize the state of the online media business in the Asia region currently? Any affects from the global economic slowdown? Any surprising strengths? […]