AdExchanger
Articles By AdExchanger
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Yahoo's New Plans; Keeping Ad Blocking In Perspective
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo Goes To The Light Will Yahoo’s reversal of its planned Alibaba spinoff, announced Wednesday, have the desired effect on its core media and advertising business? That is to say, will it raise the valuation of that business above effectively zero? Marissa Mayer told […]
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OPINION: Data-Driven ThinkingTo Survive, SSPs Must Become More Than Just ‘The Pipes’
“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 Casey Saran, senior vice president of publisher products at Yieldmo. Since its inception in 2009, real-time bidding (RTB) has been a total game changer, accounting for approximately 50% of digital […]
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OPINION: The Sell SiderIf Marketers Think I'm Gay, That May Be A Problem For LGBTQs
“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. In just the last few years we’ve seen amazing progress on lesbian, gay, bisexual, transgender and queer (LGBTQ) rights and more acceptance for the LGBTQ community in society […]
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Brands And Agencies Support TAG's Anti-Piracy Initiative; Instagram Advertising Optimism
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Arrgh Blocking A bunch of brands and agencies have thrown their weight behind the Trustworthy Accountability Group’s (TAG) plan to avoid advertising on pirated media. Backers include Allstate, Amex, Johnson & Johnson, Kellogg’s, MillerCoors NBCU and Unilever, plus agencies like MediaCom, MediaVest and Mindshare. […]
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The 2016 Election Will Disrupt Marketers’ Social Strategies
“AdExchanger Politics” is a new weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Mitch Dunn, senior vice president at Empower MediaMarketing. Facebook as marketers know it is about to change, and we have super PACs to thank. Due to the increasing prominence of super PACs, political fundraising is […]
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OPINION: Data-Driven ThinkingIframes Leave Us Vulnerable To URL Fraud
“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 Dwight Ringdahl, senior vice president of technology at RhythmOne. The digital advertising industry is trying to clean up its act, waging a war against fraud on multiple fronts. Efforts […]
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P&G Shifts Media Spend; eBay Enterprise Keeps Unbundling
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. P&G Earthquake Largest US advertiser Procter & Gamble has finalized its first media-spending shift in almost 20 years, and it’s a doozy. Omnicom has taken over the majority of P&G’s budget (with Carat swiping a third and the incumbent, Starcom MediaVest, retaining some brands). […]
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OPINION: Data-Driven ThinkingDoes Data Limit The Opportunity To Grow Brands?
“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 Matt Naeger, executive vice president of strategy and analytics for Merkle’s Digital Agency Group. Yes, I am saying that it is what they deliver that matters, and that delivering it – […]
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OPINION: On TV & VideoA Simple Trap: Television And The Legacy Of Digital Accountability
“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. Back in 2004, I got into a discussion with a client about the meaning of click-through rate (CTR) as a digital display metric. […]
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Twitter Prices Moments Sponsorships; Yahoo's Missing Pieces
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. In A Moment, Maybe Twitter is asking top dollar from sponsors on its new Moments channel, which is a curated capsule of tweets, videos, photos and media surrounding a live event or news item, Digiday reports. It’s had some early adopters, including Starbucks, REI […]
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OPINION: Data-Driven ThinkingA New Currency To Measure Audience Quality: qaCPM
“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 Bryan Gernert, CEO at Resonate. Over the past decade, digital marketers have relied on quantity-based measurement as a proxy for campaign performance. The volume of impressions, clicks and likes signifies […]
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OPINION: The Sell SiderFear And Loathing In Pub Land
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Hlavacek, vice president for programmatic at The Weather Company. Talk to some premium digital publishers these days and you will likely get a heavy dose of fear and loathing. You’ll hear how the business […]
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Ads Served Grows Despite Blocking; The Chronicle's Content Marketing Proves Profitable
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad Blocking’s Lost Boys A team from Nieman Labs finds the growth of digital media makes it tough to measure the size of the ad blocking problem. Jim Coudal, CEO of the ad network The Deck, says that “if someone is using an adblocker, […]
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OPINION: Data-Driven ThinkingOmnichannel Is Dead. Long Live Omnichannel.
“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 Mike Lempner, a customer intelligence practice executive at Infinitive. Maybe it’s a sign of the maturation of digital marketing or just the reality setting in, but there is emerging buzz […]
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Yahoo Suitors; Publicis Reorg Continues
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo’s Future Suitors In the wake of yesterday’s WSJ report that Yahoo’s board will consider selling off its core business (ad-supported digital media), the big question is, who would buy it? SoftBank, Time Inc., News Corp. and IAC are all floated as possible bidders […]
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OPINION: Data-Driven ThinkingEngage The Unforgiving User
“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 Assaf Suprasky, CEO at myThings. As it becomes ever more challenging to find, retain and monetize users, app developers are fighting an uphill battle. The statistics make for grim reading: […]
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A New Metric For Publishers; Google First Look Is In Beta
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Pay Attention The Economist and Financial Times have both introduced metrics that charge advertisers based on “temporal activity” (aka time on page, though it may sound like a brain function). Speaking with Mediapost’s Joe Mandese, several media agency execs throw their weight behind the […]
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OPINION: Data-Driven ThinkingWill Snapchat Become The Industry’s Next Walled Garden Oligopolist?
“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 Paul Cimino, former CEO at Brilig and Snickelways. I don’t fully understand Snapchat as a user, but as an Internet entrepreneur I know powerful new media when I see it. […]
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Social Media Not Driving Sales; Nokia Pivots
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. What Social Bounce? Ecommerce isn’t the same landscape for everyone. Mike Shields reports for The Wall Street Journal that a specific breed of aspirational, lifestyle retailers, such as trendy home decor or wedding-centric outlets, are driving massive shares of their traffic via Pinterest. But […]
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OPINION: Data-Driven ThinkingThe Match Game: Match Rates Are The New Click-Through Rates
“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 comparing data management platforms have probably asked a vendor about match rates. Unfortunately, many don’t understand what they are asking […]
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Programmatic Deal Breakdown Predicted; Mobile Carrier Offers Network-Level Ad Blocking
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic Parting? Expect programmatic breakups in 2016, says VivaKi’s president of global clients, Marco Bertozzi. But who’s breaking up with whom, exactly? He doesn’t specify, but it’s clear Bertozzi’s skeptical of the direct-to-client deals that many ad tech vendors have worked toward. Deals that […]
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OPINION: Data-Driven ThinkingShould A Data Scientist Lead Your Marketing Team?
“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 Shashi Upadhyay, CEO at Lattice Engines. For the past 15 years I’ve worked with marketers from Fortune 500 companies who are trying to get their hands around the increasing amount […]
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OPINION: The Sell SiderA Hybrid Approach Can Merge The Best Traits Of Programmatic And Direct Buys
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Laura Buchman, vice president of publisher platform sales at Tremor Video. Premium publishers know that buying impressions through direct buys works, in spite of limited targeting options. An audience that fits a basic demographic […]
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Local Search Apps Complain About Google; Marketers And Technologists Are Disconnected
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Search Lurch Following a drumbeat of complaints about Google’s app-install ad policies and potentially anti-competitive algorithm tweaks, local search players like Yelp and TripAdvisor noted last weekend they were getting buried in Google search results. Google responded by telling Re/code’s Mark Bergen, “The issues […]
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OPINION: Data-Driven ThinkingIf You’ve Got A Problem With Fraud, You're Doing Programmatic Wrong
“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 Nicolle Pangis, global chief revenue officer at Xaxis. With $6.3 billion destined for illicit hands this year, according to the Association of National Advertisers, ad fraud is clearly a major […]
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The Winners Of The 2016 Election? Native And Social Advertising.
“AdExchanger Politics“ is a new weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Eric Berry, CEO at TripleLift. The political season is upon us, for better or worse. Cue the typical debates, false controversies, real controversies and, of course, ads. But the 2016 presidential campaign is unique because […]
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AppNexus Shares Fraud Cleanse Results; Pfizer And Allergan Merge
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Exchange Dynamics AppNexus continues to share results of its recent fraud cleanse, claiming that the huge drop off impressions led to parallel spikes in CTR, visibility and price. Catherine Williams, AppNexus’ chief data scientist and the leader of its internal inventory quality efforts, previously […]
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OPINION: Data-Driven ThinkingWalled Gardens: Learning From The Past To Predict The Future
“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 Tom Triscari, CEO of Labmatik. Over the past few weeks I attended a number of programmatic industry events where attendees heard about newer topics, including ad blocking and header bidding, as […]
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OPINION: On TV & VideoTraditional TV: The Next Emerging Device
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Kamakshi Sivaramakrishnan, founder and CEO at Drawbridge. When we think of “emerging devices,” images of smartwatches and quirky Internet-of-Things devices typically come to mind. With omnichannel marketing and multitouch attribution becoming more commonplace, however, […]
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Twitch Competes On Bandwidth Usage; Groupon's New CEO Is Optimistic
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. All Fun And Games “Last year the analytics firm Deepfield found that Twitch regularly broke into the top four users of Internet bandwidth, trailing only Netflix, Google, and Apple,” according to a deep dive into the video game streaming platform from a pair of […]