AdExchanger
Articles By AdExchanger
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OPINION: The Sell SiderAs Data Proliferates, Publishers Grapple With Understanding Its Value
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Martellotti, co-founder at Wholetone Media. Today, data is more of a language than a product. What has challenged many businesses is their ability to translate the new mountains of data they’ve collected internally […]
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Oath Will Be A $10B Asset By 2020; Evidon Sold For $50M
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Oh No TT Oath, the combined AOL-Yahoo entity under Verizon, will be a $10 billion asset for the parent company by 2020, said VP and CFO Matthew D. Ellis on the company’s second-quarter earnings call on Thursday. “Nothing that’s happened since we closed has […]
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OPINION: On TV & VideoShould TV Have A Viewability Standard, Too?
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Kevin Kohn, CEO at iQ Media. Today’s living room looks a bit different than it did in the 1960s, or even the 1990s, but its focal point remains the same: the television. While cutting […]
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Viacom And Discovery Bid To Acquire Scripps Networks; TheSkimm Poaches Brandon Berger From Ogilvy & Mather
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Battle Of The Broadcasters Viacom and Discovery are bidding to acquire broadcast company Scripps Networks for as much as $10.6 billion. Scripps owns channels like HGTV and The Food Network, which are still popular even as consumers shift from cable TV to over-the-top and […]
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Nielsen Will Count Hulu And YouTube In Ratings; OOH Gets More Digital
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Following The Eyeballs Nielsen will count viewership on YouTube’s and Hulu’s skinny bundles as part of its official TV ratings, reports Alex Bruell for The Wall Street Journal. Nielsen will measure Hulu and YouTube programs on its C3 and C7 metrics, which assess viewing […]
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Internet Brands Paid $2.8B For WebMD; The MRC Could Tighten The Display Viewability Standard
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The WebMD Is In Your heart will palpitate after seeing the price KKR-owned Internet Brands paid for WebMD: $2.8 billion in cash. “Internet Brands aggregates traffic across a range of sites, which it in turn monetizes by way of an advertising network [and it] […]
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OPINION: On TV & VideoOutstream Ads Can Solve The Premium Video Ad Unit Shortage
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Dario Diament, vice president of product and strategy at Headway. Video advertising has become the marketer’s top choice for reaching and engaging consumers, with pre-roll ad units being the most favored format. But as anyone […]
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A Cybercriminal Goes On Trial; Amazon's Pricing Model Is Scrutinized
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Long Arm A federal trial beginning Monday in Brooklyn will be the first case in the United States brought against an alleged click-fraud operator. Prosecutors hope to prove Fabio Gasperini, an Italian extradited from Amsterdam last year, managed a number of websites that, […]
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OPINION: The Sell SiderHow Emerging Sales Channels Complicate Account And Campaign Management
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by David Hills, managing director of strategy at The 614 Group. There’s no place where complexity and the need to innovate is starker than at the intersection of campaign and account management. As publishers increasingly […]
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Comic: Summer Fridays
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
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Upfront TV Ad Sales Expected To Rise; Facebook Offers More Measurement To Publishers
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Going Rate Industry analysts expect upfront TV ad sales to be up 3-4% from last year, a solid rise considering ratings dipped for broadcasters as a whole, according to The Hollywood Reporter. TV nets see the result as an endorsement of their primacy […]
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CPG Consolidation Continues; Pivotal Research Is Down on Video-Centric Media Companies
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Whole Package CPG consolidation is real. Spice company McCormick & Co. has agreed to acquire Reckitt Benckiser’s food division for $4.2 billion, The Wall Street Journal reports. Reckitt Benckiser owns products like French’s mustard and Frank’s RedHot Sauce that have strong brands but […]
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OPINION: The Sell SiderAds.txt: A Web 1.0 Solution To A Web 3.0 Problem
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Manny Puentes, founder and CEO at Rebel AI. A certified letter might make its way through a number of post offices as it travels from Point A to Point B, but neither the sender […]
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VR Is At An Impasse; Amazon Launches A Pinterest Competitor
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. VR Impasse Virtual reality is at a standstill. While a handful of publishers, like The New York Times and USA Today, have gone all-in on producing short-form content for VR headsets, most are stuck behind a monetization wall. Because the high price of VR […]
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P&G Bought A Bad Batch Of Data; Jobs Open At Twitter For Machine Learning Expertise
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not-So-Close Shave Looks like Procter & Gamble bought a bad batch of data. The CPG giant sent multiple Gillette razors to women and middle-aged men as part of a longstanding promotion providing free first razors to boys on their 18th birthday. “Clearly, they have […]
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OPINION: On TV & VideoWhy B2B Marketers Should Test Programmatic TV
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michelle Stewart, Media Director at DWA Media. Michelle will present “Defining KPIs For B2B Marketers” at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on October 25-26. The appeal is undeniable: “Programmatic” connotes digital trackability, and “TV” […]
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Domino's Spends Big On Agencies; Roku Is Likely To IPO Soon
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Extra Toppings So far this year, Domino’s Pizza has made more agency acquisitions than Publicis Groupe. Say wha? One of the biggest trends in agency M&A in the first half of 2017 is “unconventional buyers for digital agencies,” Ad Age reports. Big brands […]
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OPINION: The Sell SiderBattle Scars From The Viewability Front Lines
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Aryeh Lebeau, executive vice president of client operations at Remedy Health Media. A wise man once mused: “If an ad loads on a web page but no human sees it, does it count as an impression?” […]
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McDonald's Is Changing Its Agency Partnerships; Mobile Customer Data Platforms Are Going Strong
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hold The Bun McDonald’s is slashing the number of creative agencies servicing its franchises from 60 to 10 or less. The Golden Arches, like many of its peers, is grappling with an increasingly digital and health-conscious market. That means cutting marketing for the 200 local […]
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OPINION: On TV & VideoAd Tech And Digital Video Demand Growing Together
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Frank Sinton, founder and CEO at Beachfront Media. Video advertising has seen astronomical growth in the last two years. The average per-brand spend has jumped 67% over the past two years alone, from $5.6 […]
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Alphabet Is Investing In Early-Stage AI Startups; Addressable TV Budgets Are Growing
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AI Push Alphabet is launching a venture fund within Google that will focus on early-stage AI startups. Called Gradient Ventures, the fund will “provide portfolio companies with capital, resources, and dedicated access to experts and bootcamps in AI,” Anna Patterson, founder and managing partner of […]
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Facebook Expands Messenger Ad Tests; Disney Makes Investments In Media And Entertainment Startups
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Facebook Messenger Ads Facebook is expanding its tests of display ads in Messenger. Over the next month, the ads will roll out to all global advertisers. The current incarnation shows a single display ad, instead of a carousel of ads. And brands can do a […]
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Consortiums Take On The Duopoly; Pivotal Analyst Downgrades Four Agency Holding Companies
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. News Media Vs. Duopoly A consortium of news publishers spearheaded by the industry trade group News Media Alliance is leading another charge against Google and Facebook. The group includes titans like The New York Times, The Washington Post and The Wall Street Journal, as well […]
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French Publishers Take On The Duopoly; App Store Algorithms Gone Wrong
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Solidarité In France, publishers are joining forces to stave off the Facebook-Google duopoly. A consortium called Gravity Alliance pools data from 15 national media brands, magazine publishers and ecommerce sites to offer buyers a more comprehensive view of audience identity. The group reaches 44% of […]
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OPINION: The Sell SiderThe Failure Of Innovation In Ad Tech
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. In our industry – one of the most digitally advanced, according to McKinsey Global Institute – you would expect massive innovation. However, you’d be disappointed. Venture capital investment has indeed poured […]
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WPP Folded Possible Into Wunderman; Publishers Find Workarounds To Put Ads On Alexa
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Summer Diet WPP folded digital agency Possible into direct marketing agency Wunderman in a continuation of its strategy to consolidate agency brands, Suzanne Vranica reports for The Wall Street Journal. Bringing Possible into Wunderman’s global network is part of a wider effort to break down […]
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Apple Will Let Publishers Use Their Own Ad Tech; CMOs Are Set Up For Failure
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Garden Party Apple will let publishers use their own ad tech to monetize stories on Apple News. It becomes the latest walled garden to acknowledge media companies’ growing need to control ad serving and tracking in all distribution channels. “They’ve now seen the light,” a […]
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Verizon's Data Plans Face Hurdles; Facebook Will Regularly Release New Metrics
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pipe Dreams Verizon’s plan to unite data from a range of telco partners faces some hurdles before it’s off to the races. Even setting aside the “unusual competitive politics” that come into play when Verizon licenses data from Sprint or T-Mobile, those carriers use inconsistent […]
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OPINION: On TV & VideoOTT Is Making The Same Mistake Local Broadcasters Made
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Andy Monfried, CEO at Lotame. Set in the world of minor-league baseball, “Brockmire” is IFC’s highest-rated program ever. The show also provides a useful metaphor for over-the-top’s (OTT) dependency on remnant inventory, an issue we first […]
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OPINION: The Sell SiderAs Google Rolls Out Its Attribution Tool, How Should Publishers Respond?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tom Noyes, CEO at Commerce Signals. A popular sports adage is “The best defense is a good offense.” That’s sensible advice for digital publishers in responding to Google Attribution. Historically, publishers used data on […]