AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingFighting For Short-Term Gain On Viewability Will Hurt Long-Term
“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 Michele Appello, director of business solutions at Improve Digital. What makes an ad viewable? Your answer may differ based on whether you work on the buy side or the sell […]
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Forrester's Latest DSP Wave; Zipcar Post-Agency
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. DSP Wave Forrester ranks DataXu, AppNexus, AOL, Turn and The Trade Desk among the industry’s top demand-side platforms in its latest Wave report. Google is relegated to a second tier of “competitive” options (along with MediaMath and Audience Science), penalized for lagging on its […]
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OPINION: Data-Driven ThinkingWhy Programmatic Budgets Will See Massive Growth
“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 Picard, vice president of strategic partnerships at MediaMath. There was a time when advertising was a game of statistical assumptions about the types of people who were consuming media. […]
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New Xaxis Agency; Instagram Adds More Ads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Xaxis Hatches An Agency WPP-owned Xaxis debuted a performance marketing agency dubbed Light Reaction on Tuesday. The move is a departure from Xaxis’ core programmatic business, but chief Brian Lesser tells Ad Age the company wants to increase its performance marketing efforts, which now […]
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OPINION: Data-Driven ThinkingCan’t Marketing Tech Vendors And Agencies Just Get Along?
“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 Mendel Senf, CEO at Yieldr. There’s been plenty of commentary on the problems that exist within digital advertising, spanning from fraud and viewability issues to opaque practices and brand safety […]
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Programmatic Levers; Behind The Media Agency Review Trend
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A Day In The Life Ad Age takes readers through a routine day for Andre Banilevi, a 23-year-old programmatic ad buyer for MDC’s programmatic arm, Varick Media. One of 10 traders for Varick, Banilevi represents a growing group of math-savvy buyers behind the levers […]
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OPINION: Data-Driven ThinkingWhere Did All The Marketers Go?
“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 Patrick Hounsell, executive vice president and chief digital officer at Merkle. I was at an industry conference recently. It was another in a long line of events where one smart industry […]
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OPINION: On TV & VideoApple’s ‘1984’ TV Commercial Holds Lessons For Today’s Mobile Video Ads
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Matevz Klanjsek, co-founder and chief product officer at Celtra. Ridley Scott produced two masterpieces early in his career: “Blade Runner” in 1982, which some considered the greatest science fiction film ever made, and the […]
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Kellogg Reduces YouTube Ad Spend; Snapchat Keeps Moving
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Power Of The Purse Kellogg is dialing down its ad spend on Google properties, including YouTube, due to Google’s restrictions on third-party measurement. GroupM CIO Rino Scanzoni tells Ad Age, “Third-party verification is a critical component to responsively measure ad viewability. The vast majority […]
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OPINION: Data-Driven ThinkingPlease Stop Calling It ‘Currency’
“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 Amihai Ulman, founder and chief operating officer at Mass Exchange. Every couple of years, the industry develops an infatuation with a new topic. Today’s infatuation: describing the current media trading […]
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Publishers: Generate Premiums, Instead Of Just Using The ‘Premium’ Label
“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 advertising industry loves the term “premium.” Every supply-side platform (SSP) claims to possess the most premium publishers, while every media company will, when given the […]
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Programmatic TV Growing; Mobile Reality
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Addressable TV Growth Spurt Programmatic TV will draw $10 billion in spend by 2019, according to data from IPG Mediabrands’ Magna Global. That will represent an approximate tripling from $3.5 billion, or 4% of US TV budgets, this year. “It’s nascent and can only […]
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OPINION: Data-Driven ThinkingProgrammatic Requires A Dynamic Approach To Creative
“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 Longo, managing director at Accordant Media. Every brand has a checklist when it comes to its programmatic media strategy. Right time – check. Right place – check. Right message – […]
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Mary Meeker Predicts Mobile Growth; Programmatic Lags In Media Industry
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Meeker Trends She’s back! Former Morgan Stanley analyst Mary Meeker, who is now in a similar capacity at venture firm Kleiner Perkins, delivered her annual Internet Trends report at the Code conference. Get the slides. Meeker says that of the $50 billion in total […]
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OPINION: Data-Driven ThinkingWith Data Becoming A Currency, Brands Need To Sharpen Their Analytics Skills
“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 Finn Faldi, CEO at Trueffect. Data has become the modern-day currency for brands to maintain a competitive advantage. As a result, brands have increasingly built entire infrastructures – a combination of […]
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OPINION: The Sell SiderWhat Can American Publishers Learn From Europe?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Romain Job, US general manager at Smart AdServer. Many digital publishers in Europe are thriving in an advertising market very different from that in the US. Those distinctions offer important insights for US publishers, […]
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Vox Media To Buy Re/code; NBCUniversal's Advanced Ad Sales Hire
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Re/Vox In the 12 hours since it came to light that Vox Media will buy Re/code, the deal has sparked innumerable hot takes in tech and media circles. Is it about the conference business? Or Re/code’s outsized influence in tech? Or perhaps a sign […]
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OPINION: Data-Driven ThinkingThe Ad Tech And Mar Tech Convergence Accelerates
“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 Louis Moynihan, vice president of strategic alliances at Demandbase. Last year, I declared the convergence of ad tech and marketing tech to be a key theme of 2014. Since then, […]
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Agency Reviews Surge; Charter Communications Could Buy Time Warner Cable
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Only A Flesh Wound The agency bloodletting continues. A Sony spokeswoman confirmed to Ad Age that its $600 million-plus media account with Interpublic Group’s Mediabrands is under review, and J&J has done the same with its $2.6 billion account. “It’s gotten so busy on […]
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OPINION: Data-Driven ThinkingDynamic Audiences Beat Dynamic Ads
“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 Frost Prioleau, CEO and co-founder at Simpli.fi. Dynamic ads, where the ad shown to a particular user reflects products viewed or pages visited, have been a popular mainstay of programmatic advertising […]
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With Two Sides To The Viewability Equation, Discrepancies Persist
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Dave Marquard, director of product management, publisher products, at Integral Ad Science. Now that the MRC has defined that for a digital display ad to be viewable, half of the creative must be in […]
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Twitter's Hand Holding Not Paying Off; Google Adding Shopping To YouTube Ads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Social’s Sisyphus Twitter “hand-holds” advertisers more than any other social media company, writes Bloomberg Business reporter Sarah Frier, but doesn’t have much to show for the strategy. Agencies invest far more in both Facebook and Google, while Twitter takes less than 1% of the […]
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OPINION: Data-Driven ThinkingWhere Is Your Company’s Next Data Dalai Lama?
“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°. Little known fact: The Dalai Lama is technically not chosen, but rather found. This idea of “being found rather than chosen” […]
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Alibaba Gets Majority Of Revenue From Ads; Salesforce.com Has Good Quarter
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. All Alibaba’s Data Alibaba, known mostly for ecommerce, actually makes most of its revenue from advertising. Ad Age reports that Alibaba’s online marketing arm, Alimama, “has teamed up with four first-wave agency partners: WPP’s OgilvyOne China, Omnicom Group’s Nim Digital, Dentsu Inc.’s &C and […]
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OPINION: Data-Driven ThinkingThe Best Digital Advertising Always Taps Human Creativity
“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 Lux Narayan, co-founder and CEO at Unmetric. It’s sad to see the “Mad Men” series come to an end. The show struck a nostalgic chord for me and others with […]
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Retailers Are Big Spenders; Device ID Regulation
CPGs And Retailers FTW Retailers are slated to spend more than other sectors on digital advertising this year, shelling out $12.9 billion, or 20% of a $58.6 billion pie, according to eMarketer. Financial, telecom and CPG will take third, fourth and fifth place, respectively. Read more. CPGs are big adopters of programmatic, with 63% of […]
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OPINION: Data-Driven ThinkingUnified Data Management Requires Unified Teams
“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 Ali Bohra, director of product marketing at Adobe. Are you reaching your audience where they are most often? It’s an increasingly important question for marketers today. The rapid proliferation of […]
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OPINION: Data-Driven ThinkingBuy Media, Get Creative for Free
“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 Bob Gilbreath, co-founder and president of Ahalogy. Back in the golden years of advertising, the creative agency was king and media folks were second-class citizens. A typical agency meeting was spent debating […]
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Inside Google's Anti-Fraud Team; The Financial Times Offers New Ad Metric
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Inside The Google Batcave Ad Age reporter Alex Kantrowitz details the inner workings of Google’s anti-fraud team. The 100-person unit is led by Douglas de Jager, previously the founder of anti-fraud firm Spider.io, which Google bought last year. Until now, little was known about […]
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OPINION: On TV & VideoHow Do We Bridge The Gap Between The NewFronts And Upfronts?
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Lorne Brown, CEO at Operative. How can we reach the people we’d ordinarily try to reach on their televisions, now that they no longer look at their televisions? Consumers aren’t just watching cat videos […]