AdExchanger
Articles By AdExchanger
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OPINION: The Sell SiderPremium Vertical Balancing Act: Blending Direct Deals With Automation
“The Sell-Sider” is a column written for the sell side of the digital media community. Today’s column is written by Daren Trousdell, CEO at OneUp Sports. Some of the most innovative publishers can be found in premium digital media verticals, especially within the sports and entertainment categories. These verticals have historically given brands a platform […]
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Accountability Over Viewability; Twitter Adds App Retargeting
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Viewability And Beyond Responding to Google’s benchmark viewability data, Dentsu Aegis UK chief executive Tracy de Groose says advertisers are focused on accountability more than viewability. “The shift is not in the viewability of ads; it’s increasingly about being able to pay for results, […]
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OPINION: Data-Driven ThinkingWhen ‘Programmatic In-House’ Is Really Not In-House
“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 Megan Pagliuca, vice president and general manager for digital media at Merkle Inc. The marketers that are truly taking digital media in-house are few and far between. Those that are successful […]
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Suing AdBlock Plus; Nielsen's Uncertain Future
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AdBlock Battle Two French publishers, GESTE and the French IAB, are considering suing Eyeo GmbH, creators of AdBlock Plus, on the grounds that the software poses a threat to the advertising ecosystem. The legal proceedings are still in the consulting stage, with a formal […]
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Dark Social; Programmatic's The Word
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Deepest Darkest Social Alexis Madrigal, who coined the term “dark social” in reference to untraceable web traffic on social sites, issued an update on the phenomenon in a piece for Fusion. According to data from Chartbeat, Madrigal says most of that traffic is percolating […]
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OPINION: The Sell SiderThe Human Context Can Unlock The True Value Of Mobile
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Heather Menery, vice president of emerging solutions at PubMatic. There are many debates today surrounding mobile and display: Are they now one and the same? Should we still have dedicated, separate budgets or simply […]
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OPINION: Data-Driven ThinkingThese Tech Disruptions Will Reshape 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 Bob Lord, CEO at AOL Platforms. While the term “disruption” has become a bit of a cliché, there’s no denying that technology is radically reshaping the ad industry. Investments in […]
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Interpublic Makes An Acquisition; Publicis Outlines Objectives
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Agency Shops Commerce Interpublic’s MRM//McCann snatched up Optaros on Thursday for an undisclosed sum, The Wall Street Journal reports. Optaros helps clients like Macy’s, Nestle and Rue La La build and manage ecommerce offerings. “We see a pretty dynamic marketplace in terms of what’s […]
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OPINION: Data-Driven ThinkingMobile Recreates The Living Room Media Experience – On The 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 written by Mahi de Silva, CEO at Opera Mediaworks. For the better part of the last 50 years, brands’ ad spending focused on the living room, which included TV, radio, newspapers and […]
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Accenture Buys Reactive Media; WPP's Possible Buys Swift
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Accenture Nabs Agency Accenture will buy Australian agency Reactive Media as it continues to bone up on digital marketing. “Brands are recognizing that being relevant to customers has never depended more on how they engage with customers digitally,” said Brian Whipple, senior managing director […]
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Facebook Video Autoplay Goes Mobile; AppNexus Reorganizes
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. App Install Ads, Now In Video Facebook added some features to help developers manage and promote their apps. There are three core changes: Facebook is extending autoplay video to its mobile app install ad units, supporting reach and frequency targeting for those formats in […]
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OPINION: Data-Driven ThinkingYou Won’t Find Your Best Customers At The Bottom Of The Funnel
“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 Peter Davies, chief revenue officer at ROKT. I’ve noticed an alarming trend: While most brands have great bottom-of-the-funnel strategies, they struggle to unlock new consumers and shift consideration. Some marketers spend […]
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OPINION: Data-Driven ThinkingAgency Fail: Many Missing The Boat On Tablets
“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 Robert Webster, chief product officer at Crimtan. Tablets are everywhere. They will soon be the screen of choice for the majority of US web users, whose ranks will rise from […]
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AOL Buys Vidible; Vox Raises $46.5M
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AOL’s Video Spree AOL is growing its video empire and on Monday snapped up Vidible for an estimated $50 million, Re/code reports. Vidible is a video management and exchange platform that works with 150 publishers, and the company claims to generate more than 2 […]
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Twitter Expands Data Collection; Burberry Gets Programmatic
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter’s Nice List On the very quiet Wednesday before Thanksgiving, Twitter told users it would start collecting data on external apps installed on their phones. In its own words, “We are collecting and occasionally updating the list of apps installed on your mobile device […]
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OPINION: The Sell SiderThe Secrets Publishers Don’t Tell You About Redesigns
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Neil Vogel, CEO at About.com. 2014 is proving to be the year of the digital redesign. From Fortune to Cosmo, The New Yorker and Quartz, premium publishers are making bets on the best way […]
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MoPub CEO Leaves; Tumblr Install Ads
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. No Payne Twitter’s game of musical chairs continues with the partial exit of MoPub CEO Jim Payne, AdAge’s Mark Bergen reports. Read it. Payne will serve as an ad tech advisor to CFO Anthony Noto, but will no longer run Twitter’s programmatic exchange. That […]
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OPINION: Data-Driven ThinkingPublisher-Agency Hybrids Will One Day Take On Facebook and Google
“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 Christophe Camborde, CEO at Ezakus. In the wake of Publicis Groupe’s $3.7 billion acquisition of Sapient Corp., I have to give Publicis CEO Maurice Levy much credit. He dusted himself […]
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OPINION: Data-Driven ThinkingHow Online Data Will Remake Offline 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 Tom Manvydas, vice president of integrated marketing services at Experian Marketing Services. Marketers are increasingly taking advantage of the richness of CRM, purchase transactions and other offline data sources for […]
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Forrester On Brands Sharing Data; Outbrain's API
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Data Sharing Is Data Caring A Forrester report released Monday examines how brands share data with each other, and what benefits they derive from doing so. The key advantage of so-called “second-party data,” in brief, is that it’s not as scarce as first-party data […]
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OPINION: Data-Driven ThinkingLet’s Move Past The Correlation vs. Causation Debate
“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 Cree Lawson, founder and CEO at Arrivalist. After 18 years in online marketing, I’m noticing that attribution has bubbled up into ongoing debates about digital marketing strategy. All too often, […]
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Native Spending To Increase; Google's EU Legal Troubles Worsen
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native ‘Working’ Marketers will spend $4.3 billion on native advertising in 2015, up 34% from 2014, according to eMarketer. “I would expect our spending in this area to increase considerably over the next 18 months, specifically in the area of video,” HP’s director of […]
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OPINION: The Sell SiderCreative: The Missing Link
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Kerel Cooper, vice president of platform development at LiveIntent. He previously spent 15 years working for digital publishers running ad operations and platform-strategy teams. We’re living through a period of unprecedented focus on optimization, reporting […]
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Firefox Chooses Yahoo For Search; WaPo Kindle Tech
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo Search On Fire(fox) Late on Wednesday, Firefox struck a deal to make Yahoo its exclusive and default search engine, after a 10-year-long relationship with Google. In a statement, Yahoo chief Marissa Mayer called the deal “the most significant partnership for Yahoo in five […]
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OPINION: Data-Driven ThinkingBridge The Artificial Divide In Digital Commerce
“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 Yariv Drori, CEO at AY Digital. The view of digital marketing service industry from 1,000 feet reveals a patchwork of technology vendors. Some offer service layers that are highly tailored […]
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OPINION: Data-Driven ThinkingSoftware vs. Services: Is There Really A Difference?
“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 Martin Kihn, research director at Gartner. The fast-twitch distinctions between agencies and marketing software, low-margin analysts and high-margin code, are rapidly disappearing. Inspired by their investors, software startups trip over […]
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Yahoo Still Shopping; Nielsen Measures Streaming
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo’s Appetite Marissa Mayer is still shopping for ad tech in the wake of Yahoo’s BrightRoll and Flurry deals, and she’s cast an acquisitive eye on a few demand-side players, including MediaMath and Turn, writes Re/code’s Kara Swisher. Her piece also mentions RadiumOne, whose […]
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OPINION: Data-Driven ThinkingWhat The Mobile App Industry Can Learn From King Kullen
“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 Josef Mandelbaum, CEO at Perion Network. In 1930, Kroger Grocery & Bakery Co. store manager Michael Cullen came up with the idea for the model that would become the modern […]
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Time Inc. Picks Outbrain; Merkle Buys 500friends
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Time Inc. Recommends Time Inc. has picked Outbrain to be the exclusive content discovery platform for its owned and operated sites. The multiyear deal is expected to earn the publisher an estimated $100 million. Read the press release. Time Inc. will also adopt Outbrain’s […]
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OPINION: Data-Driven ThinkingEvery Day Should Be Black Friday
“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 digital advertising and global partnerships at dunnhumby. Here it is: Holiday Season 2014. Already. Before you could pry your sugary fingers away from the last […]