AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingData Triangulation: How Second-Party Data Will Eat The Digital World
“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. Marketers are frustrated with spending as much as 60% of their working media dollars to fund intermediaries between themselves and their […]
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Kevin Weil Leaving Twitter; Google Pays High Price For Apple Users
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Paroxysm Product head Kevin Weil will exit Twitter as part of a new shakeout, Re/code reports. Weil made a name for himself as head of Twitter’s revenue (i.e., advertising) products, but his big project – Twitter Moments – appeared to fall flat with […]
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OPINION: The Sell SiderIt’s A Seller’s Market
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jay Friedman, COO at Goodway Group. For years it was an accepted truth: Buyers held the power in the digital advertising industry. Ad tech had effectively transferred control from sellers to buyers. When programmatic and […]
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OPINION: Data-Driven ThinkingSocial ROI: The Need For Measuring Long-Term Investment
“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 by Dave Hanley, principal at Deloitte Digital. Marketers are likely underinvesting in social media because the way they measure their ROI is based on a traditional marketing model, and social media’s returns […]
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Verizon Talks AOL On Earnings Call; Facebook Releases New Publisher Tools
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Verizon’s Horizons “AOL’s global capabilities and partnerships are instrumental to our overall long-term global digital media strategy,” said Verizon CFO Fran Shammo on the company’s Q4 earnings call. Shammo said Verizon foresees “a significant opportunity in using the programmatic platform with the data from […]
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OPINION: Data-Driven ThinkingMove Over PC. Mobile Is The New Hub, Not Just Another Channel.
“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 Rajiv Maheshwari, mobile technology leader at Neustar. Regardless of the many innovations in the ad tech industry, the perspective continues to be heavily skewed by display advertising and its foundation […]
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App Store Wars; Programmatic AI Is Coming
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. App Store Cold War App Annie published its “2015 Retrospective” on Wednesday, highlighting the new frontiers of app monetization. A big part of it is literal frontiers, with markets like India, Mexico, Turkey and Vietnam experiencing an app revenue surge in tandem with smartphone […]
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OPINION: Data-Driven ThinkingIt’s Not Just For Marketing: Leverage Data To Understand Employee Motivations
“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 Kathleen Grigg, senior vice president of client solutions at 84.51°. Marketers largely understand the importance of leveraging data to understand customers and how their actions impact consumer behavior. Companies across […]
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Univision Buys A Stake In The Onion; A New Platform Lets Consumers "License" Their Data
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Bloomin’ Onion Spanish-language Univision purchased a stake in The Onion and its various channels (like the A.V. Club and ClickHole). Read the release. The move is part of a broad effort to reach a younger audience, and follows Univision’s recent acquisition of The Root, […]
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Facebook Plans To Monetize Messaging Apps; YouTube Ads Lacking Context
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A(OL) Rose By Any Other Name AOL owns media properties (like HuffPo and TechCrunch), email accounts, an ad tech stack and mapping services (remember MapQuest?), but its brand is loosely understood by users who associate it with dial-up Internet and marketers who don’t know […]
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OPINION: Data-Driven ThinkingForget Impressions: Digital Advertising’s New Math For The New Year
“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 Derek Huyser, head of business development at AdYapper. What is it about money that makes people lose all connection to reality? We’ve all heard the stories of lottery winners going […]
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OPINION: On TV & VideoShady Markets Rob Publishers Of Value
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Brian Stempeck, chief client officer at The Trade Desk. If you’re selling your home, the asking price is driven largely by multiple listing service data all real estate agents subscribe to. If you’re selling […]
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Apple Will Close iAd App Network; AOL May Rebrand
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Crab Apples In a brusque note posted to Apple’s developer blog on Friday, the company announced the end of its iAd App Network, which will officially sunset on June 30. No new apps will be admitted to the network, though current marketplace members can […]
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OPINION: Data-Driven ThinkingTo Meet Surging Consumer Expectations, Retailers Must Put Data To Work
“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 by Bart Mroz, CEO at SUMO Heavy. Information changes everything. For shoppers, the age of information comes with perks, including greater access to product knowledge, more relevant offers and personalized shopping experiences. […]
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OPINION: The Sell SiderWhy It’s So Hard To Determine Success In This Rapidly Evolving Programmatic Landscape
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, VP of business development at Index Exchange. The digital advertising industry is rapidly reaching a maturation point, particularly in programmatic. The widespread development of native advertising and even the much-talked-about promise of […]
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Snapchat May Buy Ad Tech; Foursquare Takes $45M In A Down Round
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Kicking Tires Snapchat is suddenly sweet on ad tech, so much so that an acquisition may be in the offing. A few days after Digiday reported on its API dreams, Re/code’s Kurt Wagner notes the company is evaluating acquisition targets. Among the startups in […]
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OPINION: Data-Driven ThinkingThe China 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 by George Gallate, CMO and EVP of global development for Merkle. When I first went to China in 1991, I was in awe. When I lived in China for three years in […]
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OPINION: On TV & VideoVAST 4.0: Is This The Video Standard We’ve Been Searching For?
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Hadrien Bouchrara, solutions architect at Facebook. It’s time for another installment of “Ad Tech: The Acronyms Awaken.” In November, the IAB released VAST 4.0, its new video ad-serving template, for public comment. Since VAST […]
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iAd Goes Completely Self-Serve; Snapchat Talks Up Ad Product Plans
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. DIY iAd BuzzFeed says Apple’s iAd platform will go 100% self-serve, eliminating its human ad sales force for the mobile ad network giant. “It’s not clear what this means for Rubicon Project, MediaMath, and the other ad tech companies that had been overseeing programmatic, […]
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OPINION: The Sell SiderIn The Age Of Ad Blocking, Publishers Must Shift Focus To Lifetime Value
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Phil Barrett, senior vice president at Purch. Ad blocking turned digital marketing on its head in 2015. Publishers relying heavily on ad revenues fear for the very sustainability of their businesses – and have been […]
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OPINION: Data-Driven ThinkingWhat The Music Industry Can Teach The Digital Ad Industry
“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 Reid Tatoris, co-founder of Are You A Human. Lately, all anyone in ad tech is talking about is ad blocking, and for good reason. Ad blocking is costing publishers millions […]
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Waiting For Programmatic TV; Reuters Offers Free Streaming TV App
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Waiting for Godot “There is a lot of smoke and mirrors out there,” says Long Ellis, former ad sales director at the now-defunct Google TV, regarding the viability of programmatic TV campaigns. Mike Shields of The Wall Street Journal asks why programmatic TV is […]
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Cross-Device Offers Political Advertisers Great Promise – And Significant Challenges
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by George Tarnopolsky, director of account management at Adelphic. The 2016 election promises to be exciting not only in politics, but also in the world of advertising. For the first time, mobile and multidevice political advertising will […]
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Twitter Jumps On Influencer Marketing; Apple Undertracking News Users
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Little Birdy Told Me Twitter’s been mostly boxed out of the influencer marketing mix – overshadowed by Instagram, YouTube and even Snapchat – but a new ad strategy aims to tap its brand advocate crowd (who don’t even know they’re influencers) by allowing companies […]
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OPINION: On TV & VideoA Cord-Cutting Wish List
“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. You may have heard about eMarketer’s latest predictions on cord-cutting. By 2019, almost 23% of US households won’t be paying for traditional TV, […]
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The Huffington Post Pulls Back On Streaming Video; Traditional Pubs See Subscriber Growth
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Scaling Video Ambition Vice may have spun a young reporting and video operation into broadcast gold, but the transition for other digital newsrooms into streaming or TV(ish) production has come up short. Yahoo and Time Inc. recently announced they would scrap their digital video […]
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OPINION: Data-Driven ThinkingHeader Bidding Killed Programmatic Direct
“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 Jed Nahum, an independent consultant and former head of Microsoft’s global programmatic sales team. Every year in digital advertising, we seem to have a new issue or two bubbling up […]
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OPINION: The Sell SiderThe Rush Toward Viewability Is Killing Brand Impact
“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. As a publisher, I want my advertisers to succeed in reaching my audience. I want advertisers to have brand impact and drive sales and engagement. A successful customer […]
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Yahoo Has A Fraud Problem; Time Inc. Struggles With Video
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo Ad Fraud? Sources tell CNBC that Yahoo has a fraud problem. “One company that used Yahoo’s programmatic video ad platform said it discovered 30 to 70% of its ads were not running in areas where Yahoo was claiming they were,” Michelle Castillo reports. […]
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Can I Please See Some ID?
“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 Bradley Timmers, senior product manager at Integral Ad Science. Ninety percent of ad tech is just matching IDs to strings. Or that’s how it feels some days. One of the […]