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Zach Rodgers

Zach Rodgers

Executive Editor

Zach runs AdExchanger’s editorial operations and supports programming strategy for AdExchanger’s Programmatic IO and Industry Preview events. Under his leadership the publication was recognized with a Jesse H. Neal Award in the category of “Best Media Brand” in 2016 and two regional Azbee Awards for “Best Technical Article” in 2017. He was previously Managing Editor at ClickZ, and his work has been published in The Guardian, Mashable and elsewhere.​ He is the host of AdExchanger Talks, a podcast featuring key leaders in the media, marketing and advertising technology arena. He frequently moderates at industry events. ​

Articles By Zach

  • Ad Exchange News

    Buy-Side Big Shots Debate Trading Desks, Reviews And Rebates

    BY //

    This week at the Cannes Lions festival, Rubicon Project hosted its annual discussion of some of the world’s most powerful digital media buyers. This panel has historically comprised the leaders of the four largest holding company trading desks, but this year was different – with senior buyers from IPG, Publicis, Dentsu and Bank of America. […]

  • Ad Exchange News

    TV 2.0 Moves From Concept To Reality At Cannes

    BY //

    The TV ad makeover is gaining steam, judging by comments on the ground this week in Cannes. Cablevision and NBCUniversal/Comcast are talking up the data granularity and addressability of their millions of set-top boxes, and agency buyers are crowing about results they’re seeing from programmatic TV activities. For example, Modi Media, GroupM’s addressable TV agency, […]

  • Agencies

    WPP, Snapchat And DailyMail Launch A Content Agency

    BY //

    A host of content-focused marketing agencies has sprung up inside agencies and media companies in recent years, so why not launch one jointly backed by those entities? That’s the logic behind Truffle Pig, a new agency joint venture from WPP Group, Snapchat and DailyMail. DailyMail and Snapchat media will be the starting points for branded […]

  • Online Advertising

    Google Adds Cross-Device Metrics To DoubleClick, Partially Answers Facebook's 'People' Power

    BY //

    Everyone knows Google needs to counter Facebook’s people-based marketing approach, unveiled with much fanfare last year as an answer to the twin measurement problems of device fragmentation and the crumbling cookie. On Wednesday it did so to an extent, making cross-device measurement of media exposures and conversions available in all DoubleClick ad products. The announcement, […]

  • Ad Exchange News

    Display Ad Chief Neal Mohan To Remain At Google

    BY //

    Google’s longtime display ad honcho Neal Mohan made headlines last week when Re/code’s Kara Swisher reported, and AdExchanger repeated, that he might soon leave the company to take a plum job running product at Dropbox. Not so, it turns out. On Monday, a Google rep confirmed to AdExchanger that Mohan will stay on at Google’s DoubleClick division […]

  • Online Advertising

    AppNexus To Acquire Real Media Latin America, Brazil-Based Ad Tech Player

    BY //

    In the latest chapter to a rather convoluted M&A tale, AppNexus will snap up ad tech firm Real Media Latin America (RMLA) from Peter Gervai, the Brazilian entrepreneur who paid $1 some 13 years ago to take it off 24/7 Real Media’s hands. The companies didn’t disclose the deal price or Sao Paulo-based RMLA’s revenues, but its […]

  • Online Advertising

    AppNexus Details How It Is Policing Ad Fraud And Domain Masking

    BY //

    Two months into a quality control effort designed to curb fraud, domain masking and other sketchy practices in its marketplace, AppNexus has offered some details on those cleanup efforts – and even given them a name. The company’s supply hygiene initiative, dubbed IQ, consists of three measures aimed at boosting transparency and accountability of media sold […]

  • Online Advertising

    Report: Neal Mohan, Long-Time DoubleClick Product Head, Exits Google For Dropbox

    BY //

    Update 6/15: Google says Mohan will stay put.  Original story: Re/code’s Kara Swisher just reported that Neal Mohan, for many years the architect of the DoubleClick family of products and top product guy in Google’s sprawling display ad business, is leaving the company to take a similar role with Dropbox. Read it. AdExchanger has reached […]

  • AdExchanger
    Native Advertising

    VIDEO: The FTC's Mary Engle Addresses Publisher Accountability For Native Ad Disclosure

    BY //

    Earlier this week, Mary Engle, the Federal Trade Commission’s associate director of advertising practices, suggested to attendees at AdExchanger’s Clean Ads I/O conference that publishers could be held responsible for native ads deemed misleading that run on their properties. Read the original story by AdExchanger’s Sarah Sluis. Readers interested in her comments can now check out the above […]

  • Online Advertising

    Mozilla Readies Next Phase Of Ad Road Map: Personalization

    BY //

    Mozilla is in a tough spot. Building a big ad business is key to the nonprofit’s well-publicized revenue diversification strategy, but many targeting techniques that are considered table stakes in digital advertising – such as cookie matching, third-party ad serving and CRM onboarding – are off limits. The main issue is not that Firefox users value their […]

  • Data

    Facebook Ends Device-Level Data Collection For App Install Ads

    BY //

    In a small change that speaks to its huge cross-device aspirations, Facebook is ending its support for mobile app install reporting at the device level. On Wednesday, Facebook called up its mobile measurement partners (MMPs) – a group that includes companies such as Appsflyer, Apsalar and Kochava – and told them that as of August 20 […]

  • Online Advertising

    Verizon Will Buy AOL For $4.4 Billion In Media And Ad Tech Expansion

    BY //

    Kelly Liyakasa contributed. Verizon will acquire digital media and ad tech platform company AOL in a cash transaction valued at $4.4 billion. The deal vaults the telecommunications company into the media and ad tech sectors and gives it a “three screen” relationship with consumers across desktop, mobile, and television. “It’s really one of the moments in time where […]

  • Ad Networks

    After Layoffs And CEO Exit, Rocket Fuel Faces Investors

    BY //

    When Rocket Fuel’s interim CEO, Monte Zweben, took to the company’s first-quarter earnings call Wednesday, he was representing a significantly different company from the one that delivered lousy news to Wall Street three short months ago. “We are a new Rocket Fuel,” Zweben said. That newness manifests not only in the company’s cost controls, including […]

  • Native Advertising

    Facebook Gives An Update On Audience Network, Adds Native Tools For Developers

    BY //

    Facebook’s mobile ad network seems to be a hit with developers. In the six months since it rolled out Audience Network globally, the number of apps participating has grown by a factor of five, a big jump even from Q4 2014 when the number had grown 3x. Basically, app developers are flocking to Facebook. A […]

  • Platforms

    Twitter To Pay About $533 Million For TellApart, Largest Acquisition To Date

    BY //

    Twitter will pay $532.6 million – all in stock– to acquire digital ad platform TellApart, the company disclosed in an 8K filing with the Securities and Exchange Commission. It’s a large figure for an ad tech purchase, placing TellApart’s market cap above most public companies in the space and making it the spendiest merger deal Twitter has done yet. In […]

  • Data

    Answering Your Questions About Google's Forthcoming DMP

    BY //

    On Wednesday, Adweek’s Garrett Sloane reported that Google is finally, officially (no, really) closing the last big gap in its ad tech stack. That is to say, it’s coming to market with a data-management platform (DMP). Called DoubleClick Audience Center (DAC), the product will allow advertisers to create audience segments using their first-party data along […]

  • Platforms

    CEO Bill Demas Is Out At Turn

    BY //

    Turn is making some changes at the top. Bill Demas, CEO of the scaled demand-side platform, will exit the company in what is being characterized as a mutual decision between him and the board. Demas told employees on Wednesday that he will stay on long enough for the company to identify a successor and that he will remain […]

  • Online Advertising

    Facebook Sustains Mobile Velocity As Q1 Ad Revenue Climbs To $3.5B

    BY //

    As it has done like clockwork for the past eight or so quarters, Facebook on Wednesday reported strong audience and ad revenue growth led by mobile. An aggressive investment in video is adding to its momentum, though exactly what video contributes to its top line is unclear. Facebook’s Q1 2015 revenue from advertising totaled $3.5 billion, an increase of […]

  • Online Advertising

    In Privacy Policy Refresh, Facebook Tells People What Its 'People-Based' ID Can Do

    BY //

    Facebook’s introduction of a cross-device ID last fall was a big deal in marketing circles. Based on the company’s direct relationships with its 1.4 billion users, it offered a viable alternative to the broken cookie. Since then, Facebook has been on a communications and sales blitz, driving awareness and adoption of its “people-based marketing” product […]

  • Ad Exchange News

    With New Ad Tag, AppNexus Forces Transparency On Media Sellers

    BY //

    Six months after it came to light that AppNexus has a problem with invalid inventory, the New York-based company is imposing more transparency on ad networks and websites that use its platform to sell media. AppNexus confirmed to AdExchanger that it has started inserting a new snippet of JavaScript into its ad tag in order to […]

  • Agencies

    Josh Jacobs Out As CEO Of Omnicom's Accuen Trading Desk

    BY //

    The longtime chief of Omnicom Group’s trading desk operation is leaving the company after nearly four years. Josh Jacobs will move on to unspecified pastures after his lengthy stint as global CEO of Accuen, where he helped grow Omnicom’s revenue from programmatic buying activities to $140 million in 2014. Reached by phone, Jacobs cited personal motives, […]

  • Analytics

    Facebook Partners With 12 Ad Nets To Track App Installs, But Twitter And Google Balk

    BY //

    Facebook is working with a dozen mobile ad networks to better track installs beyond mobile media it directly controls. Millennial Media, InMobi and AppLovin are among the networks to sign on for the beta program, but Facebook’s biggest competitors predictably aren’t playing along. The feature is part of a product called Analytics for Apps that […]

  • Mobile

    Facebook Breaks Into The Mobile Exchange Space

    BY //

    Welcome to the real Facebook Exchange. Facebook is using its F8 Developer Conference in San Francisco, where it trotted out its Audience Network one year ago, to unveil an expansion of its publisher-facing ad tools. The big news is this: Facebook has extended the capabilities of its LiveRail video SSP – acquired last summer – […]

  • Ad Exchange News

    Mozilla's Big Challenge: Targeted Ads That Firefox Users Will Accept

    BY //

    Mozilla is putting the pedal down on its foray into digital ads. In recent weeks, the provider of open-source software has met with a range of ad tech companies in a bid to do more with the audience data and ad space generated by its still popular Firefox browser. In February and March, Mozilla’s content […]

  • Ad Exchange News

    Distressed Triggit Scooped Up By Gravity4, Gurbaksh Chahal's Merger Machine

    BY //

    Gravity4, the ad tech firm started by Gurbaksh Chahal in the wake of his firing from RadiumOne, has acquired retargeter Triggit in a probable fire sale. Triggit’s three founders, including its red-shirted CEO Zach Coelius, are leaving the company in the wake of the sale. Its management received multiple offers, and Gravity4 was both the highest bid […]

  • Publishers

    AppNexus Acquires Yieldex, Publisher Forecasting And Pricing Platform

    BY //

    AppNexus has acquired Yieldex, whose platform provides publishers with analytics, forecasting and sales management tools. The deal might help strengthen AppNexus’ relationships with media sellers at a time when direct deals between marketers and publishers represent a growing portion of the programmatic ad pie. The Wall Street Journal placed the deal’s value at approximately $100 million in cash and […]

  • Agencies

    Agency Rebate Debate: ANA Soft Pedals, Mandel Digs In

    BY //

    The Association of National Advertisers has distanced itself from comments former Mediacom CEO Jon Mandel made onstage at its Media Leadership conference last week. In his presentation, Mandel alleged that the practice of rebates or “kickbacks” demanded by agencies from media suppliers and tech partners – common overseas – has in recent years become widespread […]

  • Agencies

    CEO Matt Seiler Exits IPG Mediabrands, Where He Led Automation Push

    BY //

    Global CEO Matt Seiler will exit IPG Mediabrands by the end of the year. During his four years at the helm of the media agency, Seiler led a push to align agency compensation more closely with client outcomes. While his efforts in that area met with limited success, he found more traction with an initiative […]

  • Ad Exchange News

    FBX Shuffle: Facebook Preserves Access For Some Shadow Partners

    BY //

    Facebook made waves two weeks ago when it delisted more than 15 companies from its Facebook Exchange (AdExchanger story). Going forward, only 12 companies will be allowed to trumpet their access to the desktop news feed and right rail ad space that comprises the FBX inventory pool. But that doesn’t tell the whole story. Even […]

  • Mobile

    Google Buys Facebook App Install Player Toro, Echoing 2012 Wildfire Buy

    BY //

    Google has snapped up Toro, a tool that helps developers market their apps on the Facebook platform. The deal appears to be an acquihire, since Toro employs fewer than 10 and has begun urging customers to seek out alternative partners to support their Facebook install campaigns. (Read the blog post.) Google declined to comment other than to […]

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