AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingTo Secure The Future Of Programmatic Direct, We Need Industry-Standard Terminology
“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 Neil Sweeney, president and CEO at JUICE Mobile. There has been a lot of discussion lately about programmatic direct and its future. We can all agree that the industry moves […]
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OPINION: The Sell SiderA Publisher’s Advice For Ad Tech Vendors
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tony Uphoff, CEO at Business.com. According to Gartner’s Hype Cycle for Emerging Technologies, a new technology goes through five stages. The first, the Innovation Trigger, occurs when a disruptive technology is introduced, followed by […]
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Snapchat's Missing Measurement; Google Requires Ad-Supported App Disclosure
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Meh-surement For the social marketer, it’s easy to set and then confirm certain performance metrics on YouTube, Instagram, Pinterest and so on. Engagement, visibility, views, likes and shares are all among the well-worn data points. But Snapchat has no such features, and since it […]
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OPINION: Data-Driven ThinkingAd Budgets Should Be Driven By Branding And Performance
“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 Jonathan Opdyke, CEO and co-founder at HookLogic. The budgeting approach to advertising is broken. Today’s budgeting structures were created back in an era when consumers touched one medium at a […]
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Mediamath Buys German Programmatic Firm Spree7; Pixalate Finds A Botnet
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. European Opportunities MediaMath has acquired Spree7, a German programmatic firm that it previously invested in as a joint venture with PubliGroupe. Ronan Shields writes for The Drum that Germany represents a unique opportunity, as it’s one of Europe’s strongest markets, but “programmatic is only […]
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OPINION: Data-Driven ThinkingBigger Data Isn’t Always Better
“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 Omar Abdala, chief data scientist at Lotame. In a fight, would you rather be big or smart? Many would choose bigger, but when it comes to big data, more isn’t […]
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Pandora To Acquire Rdio's Assets; GroupM Encourages Staff To Stay Quiet On Rebates
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Swimming Upstream Pandora announced plans Monday to acquire the assets of Rdio, a streaming music service that will be going through bankruptcy. BTIG Research media and tech analyst Richard Greenfield posted a blog post Tuesday morning that takes a distinctly pessimistic tone on Pandora’s […]
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OPINION: Data-Driven ThinkingAre DSPs Too Powerful For Most Users?
“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, COO at Goodway Group. All too often in today’s digital advertising industry, new agency hires are quickly handed the keys to technologies that can unleash millions of dollars in […]
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Google And Facebook Find Common Ground; IBM Moves Toward Digital
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Power Index Last Friday, Facebook started allowing Google to crawl and index across its mobile app. The partnership, though narrow, is notable because of how rarely the two alpha competitors from the web and app world find common cause. The Wall Street Journal […]
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Customer Understanding Provides Fuel For Your Marketing Stack
“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 Tony Blankemeyer, startup liaison at 84.51°. With marketing technology tools launching each day can feel overwhelming, especially for novice digital marketers. It’s easy to get caught up in the “new […]
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OPINION: On TV & VideoPredicting Video Viewability Is The Next Step To Transacting On It
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Manny Puentes, chief technology officer at Altitude Digital. The digital advertising industry is moving toward transacting on viewable impressions rather than the rendered impression, also known as the classic CPM. This is already the […]
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Fighting Netflix; Time Warner Joins The Hulu Investment Party
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Pushing Back On Netflix Disney has worked out a licensing agreement on at least one ABC show that stipulates Netflix must run a four-second pre-roll video before episodes (not a full ad, but the ABC logo, some creative based on the show and ABC […]
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OPINION: Data-Driven ThinkingSince Real-World Places Are Dynamic, Geofences Should Be, Too
“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 Alistair Goodman, CEO at Placecast. In the world of mobile marketing, geofencing has become the lingua franca for agency buyers, retailers, techies and data analysts. Everyone understands the idea of […]
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Sizmek Scoops Up PointRoll; Monetizing Facebook Instant Articles
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sizmek Points To PointRoll PointRoll is like a little hot potato getting tossed from owner to owner. Its latest handler: ad tech company Sizmek for the modest sum of $20 million. Read Ad Age’s story. PointRoll focuses on rich media technologies and was purchased […]
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Health Care Marketing Moves From Multichannel To 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 Mayur Gupta, senior vice president and head of digital at Healthgrades. It’s staggering to see the pace at which digital technology is changing the traditional and highly regulated world […]
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OPINION: Data-Driven ThinkingPeople-Based Marketing Offers Great Promise, But Ad Hoc Processes Slow Scale-Up
“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 Stephanie Russell, vice president of enterprise solutions at Merkle. Data-driven marketers now have the ability to target individual people – not just cookies – in so many types of media, […]
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OPINION: The Sell SiderPublishers: Who Controls The User Experience On Your Website – You Or Your Advertisers?
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Cummings, CEO of Curiosity Media. Do you know what ads are running your website? Which brands? What campaigns? Which creatives? If you are like most publishers, you don’t. And if you use programmatic […]
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Mobile Web Opportunities; Video Race
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. URLs vs. SDKs People talk about apps making the web obsolete, but Flipkart, the Indian ecommerce giant, has partnered with Google to create a site that steals utility from apps (i.e., it can send push notifications, read info while the user is offline, access […]
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OPINION: Data-Driven ThinkingReal-Time Data Isn’t Always Necessary
“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, president and chief revenue officer at Sticky. Two-thirds of of publishers, regardless of size, believe that real-time data is important to their efforts, according to a recent […]
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TubeMogul Revenue Grows; Yahoo Continues Struggling
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Brands Turn On The Tube Video DSP TubeMogul grew its revenue by 70% in Q3 to $46.5 million. Total ad spend increased 65% to $103.4 million, as the company signed preferred video platform partnerships with brands like L’Oréal USA and Dannon. TubeMogul also teamed […]
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OPINION: Data-Driven ThinkingAre Artificial Price Floors The Next Iteration Of Ad 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 Jim Caruso, senior vice president of product and client strategy at Varick Media Management. The digital advertising industry has a history of concerns around viewability, brand safety and nonhuman traffic, […]
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Snapchat Has Video Chops; On The Publisher Spinoff Trend
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Video Leaderboard Snapchat logs 6 billion video views per day, tripling activity on the app since May, Tim Bradshaw reports for the Financial Times, citing sources at the company. That’s not too far behind Facebook’s 8 billion and YouTube’s murkier “billions” of daily views. […]
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OPINION: Data-Driven ThinkingAs Ad Blocking Grows, What Legal Recourse Do Publishers And Marketers Have?
“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 Richard Eisert, partner at Davis & Gilbert. Ad-blocking software has long been a concern of agencies, marketers and publishers, but recent developments have pushed the issue to the forefront. Now […]
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OPINION: The Sell SiderAs Competition Grows, Publishers Must Find A Way To Offer Data That Matters
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Alex Magnin, chief revenue officer and partner at The Thought & Expression Co. Data has become table stakes for publishers wooing large advertisers. That’s how it should be. Data is the fuel that powers […]
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Brian Lesser To Lead GroupM North America; Ad Blocker Shine Buys FT Ad
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Greater Lesser WPP Group media agency network GroupM named Xaxis CEO Brian Lesser to helm its North America business, Ad Age’s Alexandra Bruell reports. “It reflects the direction we’re going in in terms of our data and technology and driving that business forward on […]
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OPINION: On TV & VideoTV Will Be Programmatic Before It Is Fully Addressable
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Oscar Rondon, senior director of TV strategy at TubeMogul. Brand marketers all seem to agree on what the future of TV buying should look like. It should include the automated planning, buying and delivery […]
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OPINION: Data-Driven ThinkingMarketers Need To Master Content Sequencing
“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 Russell Glass, head of products at LinkedIn Marketing Solutions. With the momentum behind ad blocking currently looking unstoppable, the ad industry is having a collective moment of reflection. It boils […]
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The New York Times Overhauls Video; Spotify Rolls Out Its Programmatic Ad Offering
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Get With The Times The New York Times has carved out a subscription revenue stream that other publications can only admire, but “video still hasn’t become a significant revenue driver for the company,” according to Politico. And the result is a wholesale digital video […]
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YouTube Allows Third-Party Viewability Measurement ; Ad Injection Is Still A Thing
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. YouTube Welcomes Moat Et Al Google has opened the door to third-party viewability measurement on YouTube. Moat, Integral Ad Science, comScore and DoubleVerify have all been approved to track campaigns on the video platform, beginning in early 2016. The move follows a similar concession […]
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WPP Group Considering Essence Digital Purchase; Pandora Gets Exclusive Deal With "Serial" Podcast
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. WPP Eyes Essence The Wall Street Journal reports WPP Group is in talks to buy 10-year-old Essence Digital, a fast-growing digital agency with strong programmatic chops. Essence’s No. 1 client is Google, but the agency has been working to diversify its client base with […]