AdExchanger
Articles By AdExchanger
-
OPINION: Data-Driven ThinkingWhich Kind Of Buyer Gets The Most Out Of Programmatic TV?
“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, vice president of product strategy at Varick Media Management. In digital media, change is constant, and in the past five years we’ve seen radical shifts in how ad […]
-
Comcast May Buy Visible World; Local Programmatic Changing Measurement
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Comcast Shops For Advanced TV Comcast is in talks to buy TV ad-targeting firm Visible World, according to The Wall Street Journal’s sources. Visible World, parent company to AudienceXpress, has raised $33 million to date. “One of Visible World’s biggest strengths, marketing executives say, […]
-
OPINION: The Sell SiderWaterfalling: A New Hope
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ari Paparo, CEO at Beeswax. Why does waterfalling or “daisy chaining” exchanges produce additional yield for publishers? I received a lot of theories following my last dispatch, which examined this mysterious behavior of publishers trying […]
-
OPINION: Data-Driven ThinkingFacebook's Inventory-Ads Rollout Foreshadows An Ad Tech Ecosystem Reset
“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 Nii A. Ahene, chief operating officer at CPC Strategy. Two large and powerful players dominate today’s digital advertising world: Facebook, which owns social advertising and has emerged as a big […]
-
PulsePoint May Be For Sale; Programmatic Permeation
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. PulsePoint Eyes An Exit PulsePoint may be courting buyers, according to The Deal Pipeline’s sources, with an asking price of $400 million or more. PulsePoint was created through the merger of ContextWeb and Datran Media. Its current VC backers include SpaceX, Draper Fisher Jurvetson, […]
-
OPINION: Data-Driven ThinkingSnapchat’s Discover Feature Could Be The Key To Brand Storytelling
“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 Baer, founder of Convince & Convert. Monetizing a revenue-starved app requires a delicate balance of creativity and business savvy. Companies need to sell ads to make money, but they […]
-
OPINION: Data-Driven ThinkingBrand-Based Ad Networks: Better For A Mobile Publisher’s Bottom Line
“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 Josh Speyer, CEO at AerServ. There are many pricing models in advertising, including cost per mille (CPM), cost per impression (CPI), cost per click (CPC) and cost per action (CPA), […]
-
DoubleClick's Massive Scale; More Programmatic TV Partnerships
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s Stronghold In an interview with Beet.TV, Jay Vanderzee, Google’s media platform sales head for the Americas, shed some light on DoubleClick’s scale, as well as Google’s future focus on TV. The number of transactions occurring on Google’s DoubleClick Ad Exchange now supersedes every […]
-
OPINION: Data-Driven ThinkingWe Need To Fix The Ad Tech Talent Drought
“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 Stocki, vice president of digital services at Experian Marketing Services. Within ad tech, it’s no secret that the demand for quality talent far exceeds the supply. What was once […]
-
Acxiom Rebrands AOS; Foursquare Still Growing
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Acxiom Reshuffles AOS Acxiom is ditching its Audience Operating System title and rolling the ad data tool and LiveRamp’s tech into a single offering. The new system, dubbed LiveRamp Connect, debuts on Thursday and will offer tools to onboard offline data into programmatic exchanges, […]
-
OPINION: Data-Driven ThinkingContent Retargeting: The Next Big Thing For Brand Publishers
“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 Dax Hamman, chief product officer of Chango. If you’re a digital marketer, you likely understand the basics of retargeting, at the very least. If you don’t, tell no one. Retargeting, […]
-
OPINION: Data-Driven ThinkingCan Lessons From Open Markets Help Solve RTB’s Trust Deficit?
“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 Khalid Razzaq, vice president of product management at Pixalate. Programmatic advertising’s trust deficit is on the verge of becoming an inescapable conversation. As the chorus rises around issues of quality, […]
-
TAG Not Ready To Call Out Fraudsters; Rodale And Outbrain Strike A Deal
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Calling Out Fraud Enablers… Or Not Trustworthy Accountability Group (TAG), a joint anti-fraud venture created by the IAB, the 4As and the ANA, has yet to put any fraud offenders in the “penalty box,” as promised in November. According to a study by the […]
-
OPINION: Data-Driven ThinkingProgrammatic TV: Promises And Pain Points
“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 Randy Cooke, vice president of programmatic TV at SpotXchange. Television advertising has always been a relationship sell, but sometime during the late ’90s, technologies designed to streamline operations and facilitate […]
-
Xaxis Defends Business Model; New Ad Strategy For NYT Mag
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. WPP’s Competitive Edge In an interview with Beet.TV, Xaxis Chairman David Moore once again defends the holding company’s media buying/selling model. Xaxis is not a trading desk, he insists, it’s a media company. “The time and materials model has become an antiquated way of […]
-
OPINION: Data-Driven ThinkingDigital Ad Attribution: Treat It Like A Billboard
“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, co-founder and CEO at TripleLift. The idea that most consumers directly engage with digital advertising – even if it resonates with them – is a fiction built purely […]
-
Viewability Is Good, But Engagement Is The Better Metric
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Grant Brown, co-founder and chief strategy officer at Rant. We’ve heard a lot about viewability lately, with the IAB, MRC, ANA and other industry leaders passing significant milestones last year to make viewability a reality. Viewability provides valuable […]
-
Lenovo's Adware Problem; Google's Programmatic Video Reality
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Lenovo’s Superfish Fiasco Security researches uncovered that Lenovo has been selling PCs preinstalled with adware called Superfish, which hijacks encrypted web sessions and puts browsers at risk of man-in-the-middle attacks. Superfish forges certificate information, according to Ars Technica, and was purportedly being used to […]
-
OPINION: Data-Driven ThinkingNational Programmatic Advertisers: Don’t Miss The Local Opportunity
“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 of Simpli.fi. The promise of one-to-one marketing has long been a goal of many advertisers. You could argue that site retargeting efforts achieve one-to-one in programmatic […]
-
Facebook Viewability Standards; Pinterest Talks Paid Media
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Facebook, Viewability Sheriff Facebook is teaming up with the Media Rating Council, Nielsen, the IAB and a handful of brands and agencies to develop mobile and in-feed viewability standards, Ad Age reports. The coalition aims to have a working set of standards penned by […]
-
Location-Based Advertising: What Role Can Publishers Play?
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Samantha Price, director of ad products for The Weather Company. In 2001, the Sloan Management Review envisioned a bright future for “m-commerce” and a theoretical young consumer named Tommy. “His cell phone beeps: It’s […]
-
OPINION: Data-Driven ThinkingFailed 1999 Merger Paved Way For Facebook Dominance, People-Based 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 Matt Keiser, founder and CEO at LiveIntent. In the heady days that preceded the first dot-com bust, we saw an inkling of the M&A fever that would define our modern […]
-
Twitter's Analytics Power; Snapchat Raising More Money
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Power Software developers use Twitter’s Answer analytics tool to power 5 billion sessions a day, Wired reports. The tool, which competes with Flurry and Google Analytics, allows developers to learn how consumers use the product and track audience growth. Though only seven months […]
-
Dun & Bradstreet Eyeing Programmatic; The President On Data
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic B2B In a Q&A with Adweek, Dun & Bradstreet CEO Bob Carrigan reveals the company has programmatic media on the mind. While the company may be known primarily for supply chain management and cleaning up B2B lists and records for clients, “we’ve spent […]
-
OPINION: Data-Driven ThinkingToday’s Path To Purchase: A Tricky, Meandering Road
“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 Rachael Hadaway, vice president of client solutions at dunnhumbyUSA. Not long ago, the customer journey was straightforward and predictable. If we needed things, we’d leave our homes and head to […]
-
Time Inc. Data Experiments; Ad Block On Deck
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Time For Data Faced with a projected 3-6% dip in revenue this year, Time Inc. is bulking up on its data practices, The Wall Street Journal reports. Specifically, it wants to find ways to use big data practices to provide better ad targeting and […]
-
OPINION: Data-Driven ThinkingWhat’s Hiding Behind That Iframe?
“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 Ian Hewetson, vice president of client services at Eyereturn Marketing. In the ongoing debate over traffic quality, there’s something few people are talking about: the supply-side choice to continue using […]
-
OPINION: Data-Driven ThinkingROI Vs. ROAS: Which Is The Better Metric For Digital Advertisers?
“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 Tim Mayer, chief marketing officer at Trueffect. At a conference years ago, I heard Paul Ryan, Overture’s former chief technology officer, debate the benefits of optimizing to the return on […]
-
OPINION: The Sell SiderPublishers Must Set Private Marketplace Rules, Pursue Two-Way Transparency
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Brian Mikalis, senior vice president of monetization at Pandora. Publishers that want to retain their premium stature are executing programmatic deals through private exchanges or directly with advertisers as they jump in to figure […]
-
Programmatic For MCNs; Pinterest Gets Into App Installs
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. MCNs Eye Programmatic How will multichannel networks (MCNs) on YouTube, which have traditionally relied on branded content deals, survive in a programmatic world? Ad buyers are used to the efficiency and demographic targeting afforded by software-based buying, according to The Wall Street Journal. Many […]