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OPINION: Data-Driven ThinkingThe Innovation Paradox
“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. Job listings always include requirements, such as a minimum level of experience, a degree in a related field, fluency in certain languages or residence […]
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Video Ad Growth; Demandbase Adds To Retargeting Product
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Video Ads Continue Growing Online video ads on long-form content grew by 86% in the fourth quarter, according to FreeWheel. According to co-CEO Doug Knopper, there are currently nine ads per long-form video, which isn’t very much compared to TV’s 20 ads. Read more […]
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OPINION: Data-Driven ThinkingETL: The Most Important Acronym 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 Mike Driscoll, CEO and founder of Metamarkets. Data is the fuel and the exhaust of programmatic advertising. It informs every transaction, and every transaction generates more of it. As impression […]
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Twitter's Search Expansion; Rothenberg Advocates For Ad Tax Deductions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Search Expansion Twitter is adding promoted accounts to search results as the company seeks new revenue streams. Although mobile is a huge part of Twitter’s strategy, its fourth-quarter earnings were disappointing. The new advertising option is data-driven. “We automatically select relevant search queries for […]
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OPINION: Data-Driven ThinkingScale: A Third-Party Data Killer
“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 Alan Pearlstein, CEO and co-founder of Cross Pixel Inc. A fundamental difference between offline and online data usage is associated marketing cost. Digital ads (banners) delivered to specific audiences across […]
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Conversant As Takeover Target; Millennial Expands Exchange
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Takeover Target An article in Bloomberg explores the possibilities that ad tech firm Conversant (was ValueClick Media) may be an attractive takeover target. Bloomberg’s Laura Lorenzetti paraphrases Wedbush analyst Shyam Patil, who says, “Conversant could struggle to find a buyer for the whole business […]
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OPINION: Data-Driven ThinkingAlways Be Selling: TV, Social And Measurable ROI
“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 Gough, vice president of media solutions at dunnhumby. Ah, February — the season for major television events that aren’t dominated by the trucks-and-beer crowd of the regular football season. […]
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OPINION: Data-Driven ThinkingFind The Signal Within Big Data’s Cacophony
“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 Juan M. Huerta, senior data scientist at PlaceIQ. It has been said that we are in an era of big data. Not a day goes by without hearing about a […]
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Google's Local Exchange; Meredith's Programmatic Perspective
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Local Exchange Google says it’s offering a helping hand to local publishers who may not have the ability to take on programmatic alone. A new private exchange has launched in a deal with the Local Media Consortium, which comprises more than 800 newspapers and […]
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OPINION: Data-Driven ThinkingMeasure The Speed Of Your 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 Marcus Tewksbury, global vice president for product strategy at Experian Marketing Services. How fast is fast? Racing to a friend’s wedding on a farmland highway west of Chicago, I found out […]
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Oracle Buying BlueKai?; Amazon Speaks
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Report: Oracle Adds BlueKai Business Insider reports that BlueKai may be getting acquired by Oracle for $400 million. BI’s Nicholas Carlson and Julie Bort write, “Marketing tech is shaping up to be the next big trend in enterprise tech spending and Oracle CEO Larry […]
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OPINION: Data-Driven ThinkingThe Dirty Secret Behind Your Media’s Price Tag
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 Kence Anderson, CEO and founder at Apptimyze. There’s a dirty little secret in ad tech: All sorts of fees and charges are hidden in the cost of your media. Various […]
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Twitter's Marketing Suite; Time Inc. Makes Video Play
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter’s Marketing Nest Twitter is rolling all of its advertising products into one big bundle called the Twitter Marketing Platform Program. It will include all of Twitter’s API, measurement and targeting partners. The blog post has some quotes from companies that have found success […]
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OPINION: Data-Driven ThinkingA New Attribution Metric To Rule Them All
“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 Roger Barnette, president at IgnitionOne. Brand marketers have long judged success of their digital advertising by using the “soft goals” of brand engagement. Soft goals, such as reach, views and […]
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Opting-Out Of Mobile Tracking; Programmatic Fraud Council
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Do Not Track Mobile In the world of smartphone tracking there are multiple ways for an advertiser to find a consumer. Privacy advocates in Washington are developing a solution that will allow consumers to completely opt out of all tracking methods by entering their […]
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OPINION: Data-Driven ThinkingHello, Enterprise. Goodbye, CPM.
“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 Alex Kelleher, founder and CEO at Cognitive Match. Advertising technology is mostly paid for on a usage basis: serve more ads, make more money. This has been true of media […]
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Apple, Amazon And Madison Ave.; Formvertise
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ads, Apple And Amazon In Ad Age, Kate Kaye looks at how Amazon and Apple are faring with Madison Avenue when it comes to advertising sales. Kaye finds challenges and writes, “Apple’s and Amazon’s arrogance in mobile and e-commerce, respectively, is earned. But neither […]
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OPINION: Data-Driven ThinkingCMOs: What’s Your Marketing Tech Blueprint?
“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 Scott Vaughan, chief marketing officer at Integrate. You’ve heard the Gartner hype: “CMOs will spend more on tech than CIOs by 2017.” Buy into it or not. With the increased […]
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OPINION: Data-Driven ThinkingEvidence-Based Media Buying: We Can Handle The Truth
“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. In the climactic courtroom scene that closes the military thriller “A Few Good Men,” Jack Nicholson’s character delivers one of the most memorable lines […]
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Yahoo May Pursue Contextual Search; TV Connects Consumers To Online Digital Platforms
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo And Contextual Re/code’s Kara Swisher says she has the inside scoop on CEO Marissa Mayer’s plans for Yahoo, which Swisher intimates may not include Right Media Exchange. Instead, among other initiatives, Mayer may pursue something called contextual search. Swisher explains what that means: […]
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OPINION: Data-Driven ThinkingMobile DMP: Dead At Design Time
“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 Chavez, CEO at Krux. In June 1999, a venture called Wingspan Bank launched with a breakthrough idea: Consumers should do their banking online. By September 2000, it was defunct. […]
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Microsoft Strikes An Upfront Deal; HasOffers Asks Forgiveness
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Let Them Buy Video Microsoft has provided a “cross-screen” video upfront deal, of sorts, to Starcom MediaVest Group and its clients. According to a release, the deal provides “access across the video opportunities afforded by Microsoft properties such as Xbox, Skype and Ads in […]
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Ned Brody Talks About Yahoo Ads; Nielsen Faces Ratings Competition
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ned Brody Speaks On Yahoo Ad Age’s Tim Peterson gets Yahoo’s Ned Brody to talk ads in a Q&A on Ad Age. About the ups and downs of display results at his company, he says, “I believe a third of the company is new, […]
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Native Ad Exchanges Sprouting; Marketo “Leans In” To B2C
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native Exchanges Native advertising appears to be a success, but making it scale is a problem some companies are now trying to solve. Native advertising exchanges are popping up and the last one, as AdWeek’s Mike Shields reported, is Bidtellect. The company is run […]
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OPINION: Data-Driven ThinkingHow Apple Burned The Ad Industry Again
“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 Michael Oiknine, CEO at Apsalar. The mobile app industry is again abuzz with news that apps are being rejected from Apple’s app store for accessing the Identifier For Advertising (IDFA) […]
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OPINION: Data-Driven ThinkingFirst To The Party: A Guide To Activating Your Best 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 Pete Kim, CEO of MightyHive. The first- party data/big data revolution is in full swing. Virtually everyone now agrees that activating first-party data is strategically important. The simple truth is […]
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The Guardian Gets Distinctive; Peter Horan Steps Down From Answers
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. More Distinctive Guardian The Guardian is a digital audience powerhouse, reaching 90 million monthly uniques. In an interview with Media Briefing, Guardian Media Group CEO Andrew Miller says programmatic advertising is integral to monetizing that huge audience. Reporter Jasper Jackson writes of Miller, “He […]
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Extreme Reach Finalizes Buy Of DG TV Ad Biz; PlaceIQ Raises $15M
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Extreme Reach Closes Deal After months of anticipation, Extreme Reach on Monday closed its $485 million acquisition of its former competitor, Digital Generation’s (DG) TV advertising business. Read the press release. DG, for its part, rebranded as Sizmek after jettisoning this line of business. […]
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OPINION: Data-Driven ThinkingAs Programmatic Flies High, Watch Out For Its Crosshairs
“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 Steve Goldberg, senior adviser at EmpiricalMedia. “What was the exact day programmatic went from mostly aspiration to complete validity?” This is a serious question I posed last week to 10 […]
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SSP PubMatic Plans $1 Billion+ IPO; Conversant Acquires SET
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Tapping Bankers Not to be outdone by the plans of competitor Rubicon Project, sell-side platform PubMatic is now taking its IPO aspirations to the next step, says The Wall Street Journal. The WSJ’s Telis Demos writes, “The company is working with Credit Suisse Group […]