AdExchanger
Articles By AdExchanger
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OPINION: Data-Driven ThinkingHow Brands Can Solve Their Privacy Problem
“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 Shaina Boone, senior vice president of marketing science at Critical Mass. Last month marked the 25th anniversary of the World Wide Web. Since then, the Internet has enabled unprecedented access […]
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AppNexus Launches Twixt; Automating TV Ad Buying
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AppNexus Direct A new “programmatic direct” solution from AppNexus aims to streamline negotiations that happen before digital ad buys occur. Using the product, called Twixt, “a buyer can send out RFPs out to a list of sellers, gather and compare their responses, negotiate line […]
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OPINION: Data-Driven ThinkingViewability Gets Approval For Display, But Is It Ready For 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 Jon Heller, co-CEO and co-founder at FreeWheel. When the MRC recently announced it had lifted its advisory on viewable impressions for display advertising, it noted that enhancements to standards on […]
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OPINION: Data-Driven ThinkingDigital Marketing Consolidation Is Not Inevitable
“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. You can’t swing a cat video in the marketing and ad tech space these days without hitting someone who says they have a hub, […]
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AOL's Hires; Twitter Global TV Measurement
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. New CTO For AOL After shuffling CEO positions among the AOL Platforms ranks last week, AOL is targeting the C-level again. The company has appointed William Pence as global CTO, “who will lead all aspects of AOL’s global technology strategy and will report directly […]
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OPINION: Data-Driven ThinkingProgrammatic Is Not A Strategy
“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 Seideman, US director of the targeting and exchange team at Microsoft. Programmatic has been never simple. But back in 2010, programmatic only meant one thing: the auctioning off […]
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Twitter's Advertising Apps; Advertising Cookies And Privacy
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. More App Ads The rumors around new Twitter app ad products continue to percolate as The Wall Street Journal reports on an imminent launch. Yoree Koh writes, “[Twitter] will debut 15 types of new ad products and improved ways to target users over the […]
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OPINION: The Sell Sider‘Pipe’ Dreams
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Hlavacek, vice president for programmatic at The Weather Company. It looks like a good year to be a VC or investment banker. IPOs continue rolling out, and there is also a lot of healthy […]
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OPINION: Data-Driven ThinkingWhat Goodhart’s Law Can Teach You About Performance 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 Roman Shraga, data scientist at PlaceIQ. Is there a metric you use to evaluate the effectiveness of something critical to your company’s success? What about a metric used by your […]
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News Corp Adopts Programmatic; Amazon's Marketing Strategy
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Automating Sales News Corp. platforms exec Cameron King tells AdNews in Australia that his company aims to “move programmatic into the mainstream sales effort.” King has sipped from the cup of programmatic Kool-Aid. AdNews says, “[King] would not hang a number around the organisation’s […]
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The Omni-Channel Paradox
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Mayur Gupta, global head of marketing, technology and operations at Kimberly-Clark. Brands have as much of a chance of driving frictionless omnichannel consumer experiences as a Formula One race car driver trying to win a race […]
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Spredfast and Mass Relevance Merge; Media Converges In The Digital Space
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. More Social Consolidation Social marketing startups Spredfast and Mass Relevance are merging. Spredfast CEO Rod Favaron will head the combined company, which will operate under Spredfast’s name. The deal combines Mass Relevance’s social curation tools for TV with Spredfast’s social media management and analytics. […]
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OPINION: Data-Driven ThinkingDebunking the Mobile Exchange Myth
“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 Eli Portnoy, general manager at Thinknear. Mobile exchange inventory has gotten a bad rap. The age of programmatic and RTB had brought tremendous improvements and advantages to exchanges. Publishers can […]
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ComScore's Global Reach; Eat24 Fooled The Press
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. ComScore’s Global Metrics ComScore released Tuesday a new audience metric designed to measure global audiences of unique individuals across multiple platforms. “With a huge and growing proportion of our traffic coming from non-PC devices such as smartphones and tablets, it is commercially vital to […]
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OPINION: Data-Driven ThinkingWhat’s Behind The Rise in Self-Serve Programmatic?
“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 Andrew Casale, vice president of strategy at Casale Media Inc. One of programmatic’s key promises has always been that it would disrupt the ad networks’ lock on inventory supply in […]
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OPINION: Data-Driven ThinkingThe Difference Between Programmatic RTB And Direct
“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, CEO at Rare Crowds. I had the great fortune to moderate a panel called “Programmatic Guaranteed” at AdExchanger’s recent Programmatic.io conference in San Francisco. The prep conversations for […]
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Wunderman Acquires FusePump; Unmeasurable Internet Audiences
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Wunderman Buys Commerce Tech Agency network Wunderman has acquired FusePump, whose technology is designed to make product information from ecommerce sites and other sources available to marketers and advertisers. According to the release, “Wunderman will gain access to FusePump technology and platforms such as […]
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OPINION: Data-Driven ThinkingMatch Rates Are A Red Herring
“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 Phillips, CEO at Dstillery. We hear a lot about device match rates these days. Maybe too much. It started a few years ago, when the advertising industry decided it […]
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More Programmatic Native From VivaKi; Retargeting Offline
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic Native As native advertising and programmatic buying and selling gain ground online, Publicis’ VivaKi continues to make noise that native and programmatic are important product offerings. VivaKi is teaming up with Nativo and TripleLift for its latest offering, Audience On Demand Native, says […]
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IBM Invests $100M In Ads; Another Cross-Device Acqui-hire
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. IBM Invests In Ads IBM says it’s investing $100 million into, wait for it, services! According to The Wall Street Journal, a new division called IBM Interactive Experience will lead the charge and “pulls together IBM’s digital marketing agency and its other marketing-related businesses […]
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OPINION: Data-Driven ThinkingA Sound Check For Digital 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 Marc Rossen, senior director of digital attribution at MarketShare. I am an audiophile. I enjoy music, especially the quality of music. As an audiophile, I have come to appreciate the […]
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OPINION: Data-Driven ThinkingMobile: Still A Pain Point For The Buy Side
“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 Christopher Hansen, president at Netmining. The industry initially treated mobile like a silo in the rush to get ads onto devices. Marketers, eager to leverage these new devices, pushed agencies to […]
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NY Times Subscriptions; BuzzFeed Partners with Mindshare
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yield Times In a short feature article, The NY Times covers its own latest subscription offerings as well as native advertising initiatives (“branded content”) in mobile. Times executives continue to spin the “yield” dials. The NYT’s Denise Warren says that “the pricing for the […]
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OPINION: Data-Driven ThinkingNative Programmatic Will Scale When Everyone Loosens Up
“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 Giles Goodwin, co-founder and president of product and technology at Flite. Display advertising had almost been written off when native advertising made its mark against a backdrop of controversy. While […]
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OPINION: Data-Driven ThinkingWho Should Own Customer 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 Brooks Bell, founder and CEO of Brooks Bell Inc. Businesses capture mountains of data and increasingly use it to make smarter decisions. Customer data has become a valuable asset for […]
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WSJ Profiles MediaCrossing; Taking A Stance On Data Brokers
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Exchange Meets The Street The WSJ profiles MediaCrossing and its Wall Street pedigree as the ad business starts to echo financial markets. The WSJ’s William Launder discusses what’s behind the trend: “Though in its infancy, … ‘programmatic buying’ of ads is changing the industry. […]
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OPINION: Data-Driven ThinkingMy Customer, My Friend
“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 Nishat Mehta, executive vice president of global partnerships at dunnhumby. Consumers further consolidated the number of retailers they invested in last year, shopping at fewer stores than in the past, […]
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Demandbase Raises $15M; Mozilla Gets New CEO
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Demandbase Banks $15M Cloud-based marketing platform Demandbase closed a $15 million round of equity financing from Greenspring Associates to help B2B marketers serve ads. Enterprise digital marketing competitors have been vying for the same territory, such as the deal Oracle struck with partner Bizo […]
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OPINION: Data-Driven ThinkingFacebook And Twitter Will Dominate Display Ads in Two Years (Or Less)
“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 Buch, CEO at SocialWire. Off-network ads from Twitter and Facebook are poised to transform the display ad industry and disrupt many exchanges that have dominated the display market for […]
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Facebook Hints At Measurement Product; Cars.com Bonanza
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Replacing The Cookie Facebook ad product marketer Brian Boland delivers on op-ed in Ad Age that suggests Facebook is on the verge of its own substitute for cookies. He writes, “Until the industry adopts a universal standard by which to measure people, it’s our […]