AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingMarketing Tech Helping To Boost CMO Tenure
“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 Tom Triscari, CEO at Labmatik. The chief marketing officer (CMO) is thriving. Pronounced dead by Forbes back in 2012, CMO tenure has doubled over the last 10 years from a revolving […]
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OPINION: Data-Driven ThinkingA Net Neutrality Boon For Marketers: Faster Data Speed
“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 Corey Preston, senior product specialist from Adcade. Net neutrality rules will give rise to a number of changes in the digital advertising landscape, including new, exciting opportunities for marketers to enrich […]
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Visa The Tech Company; Lego Tells Stories
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Tech: It’s Everywhere Visa Wants To Be Speaking to Ad Age, Visa CMO Antonio Lucio said the company fancies itself a tech firm, and it plans to back that fact by hiring 500 engineers in Austin, Texas, this year. Visa spends 46% of its […]
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OPINION: Data-Driven ThinkingData: The Key To Seamless Marketing In A Multichannel 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 JB Brokaw, president, North America, at Sociomantic Labs from dunnhumby. Customer expectations have fundamentally changed. Today’s consumers expect to be understood and spoken to as individuals. They want relevant content […]
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Dogged By Changing Viewability Standards, Publishers Must Shift To Quality
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Lorne Brown, CEO at Operative. New viewability measurement capabilities and the discovery of rampant fraud in ad exchanges has led advertisers to question whether any online advertising is actually seen by viewers. As a […]
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iAd's Potential; British Channel 4 Going Programmatic
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Is iAd Apple’s Sleeping Giant? With headlines percolating about Apple’s plans for a subscription TV streaming service, Business Insider’s global advertising editor, Lara O’Reilly, says the offering could revive Apple’s dormant ad business, iAd. “[iAd] may just make up an estimated 0.3% of Apple’s […]
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Moving Away From The Trading Desk; Cheetah Mobile Acquires MobPartner
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Publicis Undesked The decentralization of Publicis Group’s programmatic buying activities away from its VivaKi trading desk hub to embed within operating agencies is a natural progression, SMG’s programmatic SVP, Mac Delaney, tells Beet.TV. “The operators … within AOD [will be] there to help inform […]
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Facebook Acquires TheFind; Havas Takes A Stance On Viewability
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Powering The Transaction Facebook has acquired, and shut down, personalized commerce search app TheFind. TheFind combines search data with longitudinal purchase data to refine product suggestions. Facebook needs smarter targeting for retail marketers. Could this be the bridge? TechCruch has more. “Facebook’s resources and […]
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OPINION: Data-Driven ThinkingAlgorithms Are For Humans: Where We Still Need People In The Marketing Equation
“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 Nelson, CEO at Omnicom Digital. Have machines become better than humans at making decisions in marketing? As the amount of technology and data goes up, does the importance of […]
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OPINION: Data-Driven ThinkingMobile Video Poised To Change How Marketers Interact With Audiences
“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 Lauren Moores, vice president of analytics at Dstillery. After spending three days wandering the halls of Mobile World Congress in Barcelona, I left with a few major takeaways. First, although […]
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OPINION: The Sell SiderPublishers: Are You Ready For Millenials?
“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. Read any trade publication and you’ll see an onslaught of coverage about how millennials engage with brands. According to the steady drumbeat of coverage, this generation […]
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Nestlé Talks Programmatic; InMobi Rumor Squashed
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Nestlé Speaks On stage at the IAB’s conference in London, Gawain Owen, digital lead at Nestlé, offered brands some advice. “Ask your agency for log-ins,” he said. “I can log-in at any time and see how my campaigns are performing because [the agencies] have […]
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OPINION: Data-Driven ThinkingMobile Obsession Creates Big Opportunities For Data-Driven Marketers
“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 Oisin Lunny, senior market development manager at OpenMarket. Our love affair with mobile devices shows no signs of diminishing. There are already more mobile devices on the planet than human […]
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No IPO For PubMatic; Google Negotiating To Buy InMobi
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. PubMatic IPO In Doubt? Plenty can change in a year, which is how long it’s been since PubMatic started dreaming about a $1 billion IPO. Today? “There is no plan for IPO,” CEO Rajeev Goel tells Indian newspaper Business Standard. “We would like to […]
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Twitter's Video Move; Facebook Offers Topic Data
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter’s Live Video Bet Twitter dropped a little less than $100 million for Periscope, a startup that’s been developing a live-video streaming app, according to The Wall Street Journal. The deal was first reported by Business Insider and was quietly finalized a month ago. […]
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Why Is It So Hard To Use First-Party CRM 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 John Lee, executive vice president at Merkle. For many marketers, it makes perfect sense: the idea of using data to craft a personalized experience that’s suited to a consumer’s motivations […]
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OPINION: Data-Driven ThinkingA Pressing Problem: Offline Attribution
“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 Rahul Bafna, vice president of product management at Drawbridge. The biggest opportunities for brands and advertisers still live offline. People may be using the Internet more than ever before, but […]
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YouTube's Competition; TV Targeting Lagging
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. YouTube Challengers Facebook, Snapchat, Vessel and others are in talks with TV broadcasters to offer better terms for video programming than YouTube, sources tell The Wall Street Journal. YouTube competitors are courting suppliers like Viacom, Time Warner, NBCUniversal and 21st Century Fox. YouTube’s terms […]
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Facebook Open Exchange; MaxPoint Interactive Goes Public
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Exchange Part Deux Facebook may be getting into the ad exchange business beyond its huge and popular Facebook Exchange (FBX), which functions more like a private exchange targeting users on Facebook inventory only. Ad Age’s Tim Peterson says a new, open exchange will be […]
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OPINION: The Sell SiderLike Fine Wine, Cookies Gain Value With Age
“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. Many wines taste delicious despite only making a quick trip from barrel to bottle to glass. Others, however, need time. A really fine wine improves with […]
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OPINION: Data-Driven ThinkingWant OTT Services To Work? Push Video Content To Consumers
“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 Ariel Napchi, founder and CEO at Hiro Media. In recent months, several major programmers have taken steps toward adding over-the-top (OTT) content services to their capabilities, rivaling the traditional television […]
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Twitter Adds Offline Shopper Data; Linda Woolley Exits TAG
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Adds Shopper Segments Twitter added a bevy of new segments, including offline shopper, automotive and other in-market buyer data from Acxiom and Datalogix. Nestle’s Butterfinger used them to target regular buyers of peanut butter candy in-store, resulting in a 52% lift in engagement […]
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OPINION: Data-Driven ThinkingSecure Ads Layer: The Ad Fraud Solution You’ve Never Heard Of
“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 Avery, CEO at Adzerk. Fraud is the ad industry’s not-so-secret problem. It impacts publishers just as much as advertisers. Advertisers have finite budgets to spend filling placements each year, […]
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OPINION: Data-Driven ThinkingNetworks, Agencies Must Lay The Groundwork For Advanced TV Targeting
“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 Gerard Broussard, principal at Pre-Meditated Media. The transformation of TV from a blast-the-masses medium to a laser beam ad-targeting mechanism seems destined to accelerate over the next couple of years. […]
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Mobile Native; Wal-Mart Stops Sharing Data With Google
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Two Buzzwords In One Rubicon Project and InMobi have teamed up on a native ad server for mobile. Publishers can direct sell mobile, native campaigns using the technology, and also backfill with programmatic demand. The announcement comes in the wake of new specs for […]
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OPINION: The Sell SiderA Tricky Transition: Getting Digital Ad Sales Teams Ready For Programmatic
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Daren Trousdell, CEO at OneUp Sports. Most publishers that are embarking on a programmatic solution will quickly reach a fork in the road with their direct ad sales strategy. Depending on what direction they […]
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OPINION: Data-Driven ThinkingWe Need To Rethink Marketplace Fees If We Want Better Liquidity
“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. We can thank the long struggle between advertisers and agencies for the fee structure used throughout today’s online advertising industry. […]
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Purch Buys Consumr; Dissolving VivaKi AOD
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. App-quisition Sets Up Purch For Mobile Purch bought the price-comparison and barcode-scanning app Consumr on Tuesday. The mobile app adds to Purch’s portfolio of websites that target consumers with high intent to purchase (like review site Top Ten Reviews). “Consumr is an important piece […]
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OPINION: Data-Driven ThinkingIs It Time To Build An App?
“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 Marc Grabowski, CEO at Iris Mobile. Retailers need to build mobile phone applications. Users have shifted their digital time allocation to mobile devices, making an application the only way they […]
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PubMatic Adds Programmatic Native; B2B Data Company Buy
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native And The SSP PubMatic has added support for “programmatic native.” The offering will at first be limited to RTB and private marketplace integration, with the eventual goal of enabling “automated guaranteed” transactions. PubMatic’s buy-side partners include Adelphic, Bidtellect, Digilant, Fiksu, MediaMath, PowerLinks, StrikeAd […]