AdExchanger
Articles By AdExchanger
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OPINION: On TV & VideoThe Dangers Of Scaling Today’s Addressable TV Buying Methods
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Amihai Ulman, founder and chief operating officer at Mass Exchange. For more than a decade, some of the biggest names in television have been hard at work on achieving household-level addressability across their footprints. […]
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Pinterest Will Bring Back Affiliate Links; Former WPP Exec Wants To Reinvent The Holding Co. Model
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Spring Cleaning Pinterest will bring back affiliate links to give influencers and publishers an easy way to monetize the platform, Business Insider reports. Pinterest banned affiliate links last year after users complained of spammy and broken links undermining the experience. But a new spam-filtering technology promises […]
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OPINION: Data-Driven ThinkingAd IDs And DSPs: Behind The In-App Programmatic Opportunity
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Janis Zech, co-founder and chief operating officer at Fyber. The growth in mobile programmatic is well documented, with global spending forecasts on the rise, especially in video. These billion-dollar budgets […]
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Comic: Election 2016
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
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Marketo Might Be Looking For A Buyer; CNN Plans To Let Advertisers Use Its Data
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Marketo On The Market? Bloomberg is hearing whispers that Marketo might be seeking a buyer. At least, that’s one of the “strategic alternatives” it’s hired Morgan Stanley to help consider. Bloomberg indicates this activity in the early stages and of course no one at Marketo or […]
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OPINION: Data-Driven ThinkingProgrammatic in the ‘Second Machine Age’
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Frost Prioleau, CEO and co-founder of Simpli.fi. Programmatic advertising continues to grow faster than analysts’ expectations, leaving industry pundits to continually raise growth predictions made just months before. While this acceleration […]
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Adobe Has A New DCO Offering; Axel Springer Has Big Ambitions In The US
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. DCO by Adobe Is dynamic content optimization (DCO) really coming back? Adobe has hooked its Media Optimizer DSP’s DCO capabilities into the rest of the Marketing Cloud. Adobe’s example of what this enables: “Instead of serving a standard promotion to a consumer who researched flights and […]
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OPINION: Data-Driven ThinkingSuccessfully Rolling Out A DMP Starts At The Top – And The Bottom
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Kiki Burton, senior manager of product strategy at Adobe. Individual departmental buy-in and adoption often pose the greatest challenges to the process of integrating a data-management platform (DMP). These central […]
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OPINION: The Sell SiderA Publisher’s Guide To Selecting A DSP To Maximize Revenue
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Madhura Sengupta, director of ad product technology at Edmunds.com. Audience extension – the practice of expanding a digital advertising campaign beyond a publisher’s owned and operated website into the realm of the wider Internet […]
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The Mobile Web Versus App Debate Isn't Over; Outbrain Raises $45M
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sridhar Speaks “The last word is yet to be written on mobile web versus apps,” Google’s senior-most ad platform exec, Sridhar Ramaswamy, said during an appearance at TechCrunch Disrupt. “The app model is still very clunky, in that you have to go download something that’s 20-odd […]
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Adblock Plus Passes 100M Users; Digital Video Measurement May Not Be Strict Enough
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Over The Fence Adblock Plus (ABP) surpassed 100 million users, cementing its position as the most scaled ad-blocking solution. It’s worth noting ABP numbers are hazy (a single user can have multiple downloads across devices, and many will have dropped the product). Numerous rival ad blockers have […]
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OPINION: Data-Driven Thinking‘Prove It Or Lose It’ Budgeting Is Good For Marketing
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Nitzberg, chief growth officer at ThinkVine. I started my career in brand management at a major CPG company, where marketers lived in a use-it-or-lose-it budget environment. Failing to spend […]
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OPINION: On TV & VideoBuy Side Or Sell Side? For TV, Is It All Just Optimization?
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Rich Astley, UK and Ireland managing director at Videology. I’ve read many articles in the last few months debating whether programmatic technology companies can fairly represent the interests of both buyers and sellers. It’s […]
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Banking App Competition; Why OTT "Skinny Bundles" Fail
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Cut To Chase JP Morgan Chase CEO Jamie Dimon is incensed about fin tech startups like Mint, Acorn and Bloom “scraping” his customers’ data to offer financial visualization and advice services. The New York Times fact-checked his warnings to customers about “these start-ups (taking) more of […]
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The Dark Arts Of Second-Price Auctions
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alex Reinhold, head of solutions at Sociomantic. The trusty second-price auction is a staple of the real-time bidding process. In the programmatic sphere, buyers bid on a publisher’s inventory and, […]
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OPINION: The Sell SiderContent: Commoner, Not King
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Brian Fitzgerald, co-founder and president at Evolve Media. Publishers are about to enter a phase of branded content fatigue from advertisers. In a world where automation is driving programmatic buying and ad units are […]
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Brian Lesser's Impact At GroupM; Marketers Double Up On TV Measurement
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Lesser Way Former Xaxis CEO Brian Lesser recently ascended to a management position with GroupM, which has huge significance for WPP’s overall media buying strategy, Rob Norman told AdExchanger at the World Media Economic Summit on Thursday. “Brian very much has a business design and […]
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OPINION: On TV & VideoIs Television Ever Going To Improve?
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. How will television improve over the next five years? It’s not a fair question, right? Improve for whom? Audiences? Networks? Advertisers? The reality […]
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OPINION: Data-Driven ThinkingGame Developers Join The Programmatic Arms Race
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mark Robinson, CEO at deltaDNA. The mobile game sector has really been through the wringer. Can you imagine describing the gaming economy to potential investors? You tell them about […]
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YuMe Plays The Wait And See Game; Business Insider Updates Ad Tech Rich List
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. YuMe’s Potential Programmatic Progress The theme of YuMe’s Q1 2016 earnings call: Wait and see. In previous quarters, the video ad company struggled to grow its programmatic revenue, despite platform investments. Last quarter it showed only $1 million to $2 million. This quarter? No […]
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OPINION: The Sell SiderAs Google Enters Header Bidding Game, What’s The Impact On Client-Side Integrations?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Emry Downinghall, general manager at StudyBreak Media. Most people who are plugged into header bidding agreed that it was only a matter of time before Google made its play, but I don’t think anyone […]
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Visible Measures Offers "Fraud-Free Video"; BuzzFeed's Extensive Reach Made Clear At NewFronts
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Vide-0% Visible Measures is now offering what it calls “the first 100% fraud-free video solution.” The selling point is raising eyebrows among a competitive set where incremental fraud is a fact of life. DataXu and TubeMogul, for example, offer fraud-free guarantees in the form […]
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Campaigns Cannot Leave Nonvoters On The Table
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Andrea Duggan, vice president of media sales at Gamut, a division of Cox Media Group. In each election cycle, every vote matters. In this particular cycle, where party support has been split between two or more […]
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Pinterest Verticalizes; The New York Times Presents VR Opportunities
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Pindustry Focus Pinterest has reversed a decision from late last year, when it suspended sales support and consultation to brands outside its core retail and CPG verticals. Jack Marshall of The Wall Street Journal reports Pinterest is “now in the early stages of verticalizing […]
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OPINION: On TV & VideoAs Cord-Cutting Grows, How Can Advertisers Safely Reach Today’s Connected Child?
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Jayson Dubin, founder and CEO at Playwire. The explosive growth of mobile and over-the-top (OTT) services has drastically altered the media landscape and, perhaps most significantly, the ways in which people consume video content. At the helm […]
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Snapchat Now Running Ecommerce Ads; Telco And Ad Tech Strengthen Ties
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snappy Retort Snapchat kicked off ecommerce ads last week, with Target and Lancôme running formats where users are shown a 10-second call-to-action spot, after which they can either swipe up for more product info or down to go straight to a mobile shopping page. […]
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OPINION: Data-Driven ThinkingHeader Bidding: Not Just For Publishers’ Benefit
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Natrian Maxwell, director of demand services at OpenX. It’s no secret that header bidding is hugely popular with publishers. The monetization tool exposes each impression to programmatic demand before calling […]
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OPINION: The Sell SiderWhere’s A Publisher’s Place In Our ‘Content Everywhere’ World?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Scott Gatz, CEO and founder at Q.Digital. With the launch of Google’s AMP and Facebook and Apple opening Instant Articles and Apple News to all publishers, we’re now in a world of “content everywhere.” […]
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WPP's GroupM Wins Big; Brian O'Kelley Says "Programmatic Is Dead"
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Media Biz Booming For WPP WPP’s GroupM media arm won $854 million in net new business in Q1 (earnings release), nearly double its new billings during the same quarter last year. Some of the costs are attributable to the Q4 acquisition of Essence, a […]
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Addressable TV Has Reach Problems; Ad Blocking May Get Third Party Measurement
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Unaimed Arrows Never Miss It’s early days for addressable TV, but there are already complications beyond the technical difficulty and inefficiency involved in matching digital or personal data to a live viewer. TV wants digital’s microtargeting capabilities, but “just enough to minimize waste, [and] […]