AdExchanger
Articles By AdExchanger
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On NBCUniversal's Content Investments; PayPal Buys Modest
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Symbiosis Ad Age’s Jeanine Poggi asked some observers what NBCUniversal’s investments in BuzzFeed and Vox mean for advertising. Jesse Redniss, co-founder of media consultant Brave Ventures, says the deals are mutually beneficial. NBCU lends BuzzFeed and Vox credibility as destinations for news, while BuzzFeed […]
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OPINION: The Sell SiderHow Much Is Your Direct Sales Team Really Worth?
“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. For publishers, it’s obvious that direct sales generate the highest cost per thousand impressions (CPMs). It’s so obvious that we don’t […]
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Taking A Cut; Alibaba Needs Big Brands
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Telekom Wants A Cut In a piece posted on LinkedIn, Deutsche Telekom’s SVP of tech strategy, Tomasz Gerszberg, takes fire at Internet giants like Google, Facebook and AppNexus. According to Gerszberg, the advertising strategies of large Internet companies eat into mobile subscriber’s data plans. […]
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OPINION: Data-Driven ThinkingYou Are What You Buy
“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 Allen Mason, vice president of strategy at 84.51°. On a recent drive home, I wondered how data would define my family vs. the roughly 50 families that live in my […]
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A New Agency Is Born; Comcast Gets Generous With Creators
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Blank Canvas Horizon Media and Innocean Worldwide over the weekend launched an agency (or “media agency network”) called Canvas Worldwide, which beginning Jan. 1 will get in the driver’s seat of the Hyundai Motor Group’s $700 million US account. Horizon CEO Bill Koenigsberg alluded […]
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OPINION: Data-Driven ThinkingWhen Automation Isn’t The Answer
“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 Opher Kahane, co-founder and CEO at Origami Logic. Not too long ago, marketing circles were abuzz with the looming death of creative Don Draper-types. With the surge in programmatic advertising, […]
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OPINION: On TV & VideoProgrammatic TV: An Effective Medium For Driving Acquisition At A Startup
“On TV and Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Mark Keeney, vice president of marketing at Ritani. When startups pass that critical inflection point from proof of concept to the scaling phase, TV is not often thought of as a potential advertising channel. […]
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Comcast Planning Video Platform; The New York Times Social Bot
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. So Watchable Sources tell Business Insider that Comcast plans to launch a video platform in the coming weeks. The platform is called Watchable for now, and will host content from digital publishers like Vox, BuzzFeed, AwesomenessTV, The Onion, Mic, Vice and NBC Sports. The […]
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OPINION: The Sell SiderPublishers Can Help Creative Catch Up With Targeting
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Peter Spande, chief revenue officer at Business Insider. The digital ad industry spent much of the past 10 years working on ways to improve its ability to target and isolate audiences online. We now […]
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OPINION: Data-Driven ThinkingThe Dark Side Of Mobile
“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 Steve Latham, CEO at Encore Media Metrics. First, here’s the good news: Mobile will be the freight train that drives the media industry. Now, the bad news: The lack of […]
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Mobile Ad Revenues Reach $31.9B; Snapchat's Ad Opportunities
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Upwardly Mobile Global mobile ad revenues hit $31.9 billion in 2014, according to the IAB, IAB Europe and IHS. And mobile display hit an all-time high of $15.1 billion (overtaking search for the first time). “These numbers have been underpinned by the industry coming […]
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OPINION: Data-Driven ThinkingViewable Yet Unseen: It's Time For New Engagement Metrics
“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 Phil Schraeder, chief operating officer and chief financial officer at GumGum. Being viewable and being seen are not the same. Yet today’s engagement measurement metrics do not take this key […]
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Funnel Vision
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Catherine Oddenino, Analyst, AdExchanger Research. I’m currently working on a new piece of research focused on how marketers distribute the content they create. Content marketing is agrowing focus for many marketers, so the […]
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Amazon Challenges Google; Facebook Video Goods & Bads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. On-Site Shopping Want to promote a product on Amazon.com that sells on a different ecommerce site? By Oct. 31 you’ll be out of luck, because Amazon is going to end that offering, aka its “Product Ads.” The Wall Street Journal speculates the move is […]
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OPINION: Data-Driven ThinkingA Simplified Ad Tech Stack: The Key To Protecting Working Media
“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 Oleg Korenfeld, senior vice president of ad tech and platforms at Mediavest USA. It may sound simplistic, but what is the most expensive thing marketers pay for? It’s not the […]
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Fighting Patent Trolls; Carlyle Group Buys Symantec
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Don’t Feed The Trolls The proliferation of apps and tech like QR codes has opened up the marketing world to millions in legal fees from patent trolls. It’s often cheaper paying a settlement than trying to win in court. Ad Age reports that the […]
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OPINION: Data-Driven ThinkingAdvertisers Need to Gear Up for Next-Gen Technology (And Its Data)
“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 Dhawal Mujumdar, founder at AdsNative. The only way to create the ads of the future is by staying on top of emerging trends. Digital advertising needs to keep pace in […]
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OPINION: Data-Driven ThinkingStandardization And Imagination Can End Programmatic’s Creative Wasteland
“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 James Murphy, vice president of programmatic at RhythmOne. The challenge of developing impactful creative that can scale across the programmatic environment is one of the biggest limitations to wider adoption. […]
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Google Reorganizes; Algorithm Biases
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A Whole New Google Google unveiled a major overhaul of its operating structure late Monday. Under the new plan, Google and its multiple divisions are now subsidiaries of a company called Alphabet, with Larry Page at the helm. Google gets Sundar Pichai as CEO […]
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The Taxing Complexity Of Digital Advertising
“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 Jeremy Hines, a principal at Infinitive. In politics, there is a long-running and often passionate debate about the right level of taxation. One side says lower tax rates lead to […]
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OPINION: On TV & VideoStandards Needed To Make OTT Work For Advertisers
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Michael Kohn, vice president of platforms and marketing at ViewLift. The average American watched nearly four hours of over-the-top (OTT) content per week in 2014, a figure that is expected to nearly double this […]
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Firefox Ad Exploit; Automation Still Requires Humans
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Firefox’s Ad Hack Late last week, a Firefox exploit was discovered running through a corrupt ad on a news site in Russia. The malvert scanned sensitive files in search of developer codes and site configuration files and was tied to Firefox’s PDF viewer. Mozilla […]
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OPINION: The Sell SiderA Publisher's Guide To Premium Distribution Strategies In The Programmatic Age
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Stark, senior vice president of product marketing at Grapeshot. In theory, the promise of the programmatic wave sweeping digital advertising is to make buying more fluid. From the perspective of supply-side businesses, however, […]
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Media Companies Take A Hit; Taxing Ad Tech
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Black Market Media companies have taken an absolute shellacking in the past 48 hours as a series of poor earnings reports – as well as a drumbeat of news about the unbundling of broadcast properties – has soured investors on some longtime favorite […]
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OPINION: Data-Driven ThinkingIdentity-Powered Tech May Determine The Future Of 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 Paul Turner, chief commercial officer at Adbrain. The ability to specifically identify audiences online has proven to be a lucrative and effective prize for advertisers, publishers and the tech layer […]
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Ad Network Security Issues; IPG's Arun Kumar On Addressable TV
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ads, Exploited A malvertising attack on Yahoo has resurfaced the debate on ad network security. Though Yahoo says initial reports were “grossly misrepresented,” the attack proves how simple it is for fraudsters to game the system. In this case, a security flaw in Flash […]
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OPINION: Data-Driven ThinkingThank You Second-Price Auctions, For Getting Us This Far
“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 Eric Berry, CEO at TripleLift. Every major ad exchange uses second-price auctions, yet almost no major ad exchange really uses second-price auctions. Sell-side platforms have created yield-enhancing technologies, such as […]
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OPINION: The Sell SiderIs It Time For Publishers To Abandon Clickbait?
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Andrew Casale, president and CEO at Index Exchange. The economics of publishing have pushed media companies toward sensationalism to drive traffic and scale. Journalists are increasingly incentivized to produce stories that drive clicks at […]
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Do Not Track Is Back; Advance/Newhouse Buys Big Data Firm
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Don’t Call It A Comeback After nearly a decade, it’s official: Do Not Track (DNT) is supported by all major browsers. But just because DNT exists across browsers doesn’t mean it’s being honored. As such, the EFF, Disconnect and several other organizations are working […]
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Yahoo Gemini Turns Heads; Instagram Releases API
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo Aims High With Gemini The Journal’s Mike Shields reports that Yahoo’s proprietary ad-buying platform, Yahoo Gemini, is starting to turn heads. Yahoo has been beefing up its targeting capabilities since debuting Gemini in February and hopes its focus on mobile will help its […]