AdExchanger
Articles By AdExchanger
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Digitas Exec Baba Shetty Is Starting A Research Firm; Small Pubs Struggle With Bad Traffic
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic Adviser For Hire DigitasLBi Chief Media Officer Baba Shetty will leave his role to start his own research and advisory firm, Invisible Science. The company will be a subscription-based membership service that helps clients sift through the more than 3,500 vendors in today’s […]
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OPINION: Data-Driven ThinkingCross-Device Identity Can Create Blind Spots In The Customer Journey
“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 Brian Foster, senior vice president of information services at Neustar. The notion of an “always-on” consumer has triggered a lot of interest and attention in cross-device identity. If you’re a […]
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OPINION: On TV & VideoA Lack Of Market Forecasting Is Holding Back TV Media Trading
“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. This year will be a great one for digital media trading. Digital media trading has jumped the shark and landed safely. Transparency will increase, […]
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What The NY Times Doesn't Have; Facebook Sharing Gets Less Personal
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Eek-osystem John Geraci, former director of new digital products at The New York Times, recalls his time at the newspaper as a “resounding failure,” though not “a complete failure.” In a Harvard Business Review article, Geraci credits the Times for bringing in “entrepreneurial employees” […]
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OPINION: Data-Driven ThinkingIn Praise Of Complexity
“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 Ari Paparo, CEO at Beeswax. I went to the doctor’s office the other day and she complained to me, “You know, the problem with human anatomy is all the complexity. […]
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OPINION: The Sell SiderPublishers Need Controls For Cleaning Up Ad Quality
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Danny Khatib, co-founder, president and chief operating officer at Livingly Media. Here’s the problem: Most display ads are technically obscene. It’s very common for a single ad creative to include several large assets with […]
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Yahoo Bids Are Coming In; Ad Fraud Refunds Examined
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo Bids Roll In Anonymous sources provide some details to Bloomberg on Yahoo’s suitors. Some companies that were floated as likely bidders early on, including Comcast, AT&T and Microsoft, have backed out of contention. Verizon, though, is expected to make its bid next week, […]
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OPINION: Data-Driven ThinkingWhen Supply-Side Platforms Lose Their Way
“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 Jay Friedman, chief operating officer at Goodway Group. When someone says Hershey, you probably think of chocolate. Or when you hear Louis Vuitton, you may envision brown-and-gold monogrammed handbags. But when […]
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OPINION: On TV & VideoProgrammatic TV Buying: The Difference Between What’s Said and What’s Heard
“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. I’ve been waiting patiently for a revolution in the media business and preparing for the inevitable shift to programmatic TV buying. It’s been […]
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Facebook Isn't Immune To Fraud; Harvard Now Offers Big Data Course
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Network Chinese ecommerce giant Global Egrow is using Facebook to falsely advertise women’s clothing across a portfolio of fake brand pages, reports BuzzFeed. The companies repurpose influencer and other brands’ social pictures, offer rock-bottom prices and then send poorly made knockoffs. The deception […]
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OPINION: Data-Driven ThinkingYes, Virginia, ‘Big Data’ Is Real (And Can Be Used In 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 Chris O’Hara, vice president of strategic accounts at Krux. We’ve been hearing about big data driving marketing for a long time, and to be honest, most is purely aspirational. Using […]
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OPINION: The Sell SiderWhat Does A PMP-First Programmatic Strategy Look Like?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. As header bidding takes off, the advantages of private marketplaces (PMPs) are multiplying. With a PMP-first approach, advertisers lean toward maximizing PMP volume […]
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The In-House Trend Muddies Agency Relationships; Brian Lesser Talks WPP Programmatic Plans
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Inside Job In light of the transparency debate, advertisers are vying to regain control of their agency relationships by bringing programmatic capabilities in-house. The “inside-out” model embraced by Walmart and others has brands incorporating programmatic stack components – or even full-on trading desks. But […]
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Is Modern Marketing Contributing To The Polarization Of Society?
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Will Margiloff, CEO at IgnitionOne. It’s no secret that our society has become increasingly polarized, with people being more set in their ways and digging in further on their opinions. At the same time, the rise […]
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Comcast Activates Its Digital Investment; OOH Opportunities Abound
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Get Creative Media giants like Verizon and Comcast have been planting flags across the digital ecosystem (in the form of huge investments in Business Insider, Vox, BuzzFeed, Vice, etc.), and the “strategic” aspects of those strategic investments are starting to emerge. Comcast-owned NBC and […]
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AdExchanger Wins Neal Award For Best Media Brand
AdExchanger has been recognized with a Jesse H. Neal Award in the category of “Best Media Brand.” The accolade is granted to a publisher on the basis of overall editorial excellence. Entries are judged on a range of factors, including journalistic quality, service to readers, innovation, presentation, and the use of diverse content platforms to […]
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OPINION: Data-Driven ThinkingAugmented Reality And Virtual Reality's Susceptibility To Ad Tech Problems
“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 Ephraim (Jeff) Bander, former president and chief revenue officer at Sticky. Earlier this year, Goldman Sachs predicted that by 2025 virtual reality revenue will outpace TV revenue. While it projects […]
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OPINION: On TV & VideoProgrammatic Is Not A Media Channel
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Brett Wilson, co-founder and CEO at TubeMogul. In headline after headline, the word “programmatic” is often followed by the words “fraud,” “viewability” or “transparency concerns.” An outsider to the ad industry could be forgiven […]
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P&G Gets Good ROI From Programmatic; M&A Picks Up For Marketing Tech
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic ROI P&G is seeing “three to five times greater ROI through programmatic buying than we are through traditional environments,” said Scott Franzer, an associate director with Omnicom, which now holds the media account for the world’s spendiest advertiser. The company has heavily ramped […]
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OPINION: Data-Driven ThinkingIn Ad Tech, Every Day Can Feel Like April Fools’ Day
“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 Lung Huang, vice president of global partnerships at 84.51°. On April Fools’ Day, folks from over the world play practical jokes on their friends and families. But in the digital […]
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OPINION: The Sell SiderPublishers And The Hidden ‘Ad Tech Tax’
“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. I recently read about a study finding that only 40% of digital ad spend actually goes to working media. The rest is eaten up by agency fees […]
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LiveRail Phases Out Open Web Capabilities; Microsoft's Edge Browser To Include An Ad Blocker
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. LiveRail’s Challenges “The parts of LiveRail that focused on the open Web are slowly being phased out” thanks to video viewability and fraud issues, writes Business Insider’s Lara O’Reilly in a deep dive on Facebook’s video SSP. O’Reilly details numerous factors – including culture […]
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OPINION: Data-Driven ThinkingFacebook’s New Reaction Buttons: A Game Changer For Advertisers?
“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 Mollie Spilman, chief revenue officer at Criteo. Last month, Facebook launched its new Reactions buttons, allowing its 1.6 billion users to express how they feel about status updates, check-ins and […]
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AOL Gets Ambitious; comScore Reports On Digital Media Power Players
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Some Assembly Required AOL CEO Tim Armstrong is setting ambitious goals for the company, like reaching 2 billion users and generating up to $20 billion in revenue by 2020. Considering AOL currently has 700 million users and saw $2.7 billion in revenue last year, […]
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Header Bidding Could Lead Programmatic Direct; NBC Strikes Gold With Olympics Ad Sales
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Heads Up Accuen CEO Megan Pagliuca predicts that as the industry moves toward direct programmatic buys, header bidding will lead the way. Ad networks provided mass reach that made programmatic easy to scale, but obfuscated the supply chain and pegged programmatic as a line […]
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OPINION: Data-Driven ThinkingMost Branded Content Businesses Need An Upgrade
“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 Kunal Gupta, founder and CEO at Polar. When I ask publishers how they are differentiating their branded content business, the common response I hear is, “We create the highest-quality content.” […]
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Ad Blocking Blame Game; Financing Rumors For Yahoo
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad Bloat The ad-blocking trend is often laid at the doorstep of publishers and their ad tech partners, but there’s plenty of blame to go around. The Wall Street Journal examines the role of agencies and brands in perpetuating the enormous file sizes that […]
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OPINION: On TV & VideoHow The iPhone Changed TV
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Randy Cooke, vice president of programmatic TV at SpotX. June will mark the ninth year since the release of the iPhone. Almost a decade since its debut, the disruption ushered in by Apple’s visionary […]
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WPP Not In Advertising?; AP's Sponsored Content
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad World Tectonics “We’re not in the advertising business anymore,” said Sir Martin Sorrell late last week at the Guardian Changing Media Summit. Sorrell describes a two-pronged change for the industry: The first is a reliance on a much wider mix of services (particularly […]
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Does It Stay In Vegas?; The Wizard Of WaPo
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. What Happens In Vegas Las Vegas executed a tourism campaign on Pandora that highlights the usefulness of location tracking in measuring ad effectiveness. The city targeted listeners in nearby markets (Chicago, LA, San Francisco, Dallas, etc.) listening to music produced by Vegas house DJs. […]