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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

  • Agencies

    Questions For Resolution Media: How One Agency Broke Into Facebook's Partner Program

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    With the revamp of its partner program last week, Facebook is for the first time allowing agencies to pursue certification – under a specialization called Media Buying. (Don’t call it a badge.) The change is a tacit acknowledgement that Facebook’s key relationships in the ad ecosystem include not only the builders of tools for reaching […]

  • Platforms

    Rocket Fuel Starts Profitability Push As Core Insertion Order Business Wheezes

    BY //

    Rocket Fuel appears to be bracing for a chilly wind, at least when it comes to the insertion order-based media sales business that has been the core of its revenue engine for the past several years. The programmatic platform company reported Q4 revenues of  $139.5 million, a 63% lift compared to Q4 2013. That’s a […]

  • Ad Exchange News

    Facebook Drops More Than 15 Companies From FBX

    BY //

    Facebook has decertified more than half the seat holders on its Facebook Exchange (FBX) as part of a revamp of its marketing partner program, unveiled Tuesday. Among the partners no longer badge-certified to buy on FBX are some very big ad platform players, including Adobe, Advertising.com (AOL), Rocket Fuel, IgnitionOne and Dotomi/Conversant (Epsilon). In total, […]

  • Ad Exchange News

    More Agencies For Atlas: Facebook Signs Merkle, Plugs Into Mediaocean

    BY //

    Five months after taking the wraps off its revamped ad management product, Facebook is slowly but steadily chalking up new Atlas customers. In the wake of its splashy deals with Omnicom Group and Havas, the company has unveiled agreements with database marketer Merkle and Mediaocean, the dominant provider of RFP and workflow management software geared […]

  • Agencies

    Omnicom's Programmatic Revenues Topped $140 Million In 2014

    BY //

    Programmatic activities contributed $20 million in incremental revenue to Omnicom Group’s top line in Q4 2014, suggesting the machine-driven media buying trend continues to drive growth in agency land. For full-year 2014, the holding company’s programmatic revenues were around $140 million, CFO Philip Angelastro told investors during the company’s earnings call. That’s about 1% of […]

  • Platforms

    Andrew Casale, Ad Tech Scion, Takes Over (And Reboots) The Family Business

    BY //

    The recent history of digital advertising is full of ad networks that have pivoted, or are trying to pivot, away from the withering RFP trade. Some have become demand-side platforms or analytics tools geared to advertisers and agencies. Fewer have positioned around the publisher. Family run Casale Media is in that smaller group. Founded in […]

  • Platforms

    Facebook Revenue Jumps Amid Video And Ad Tech Acceleration

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    Facebook reported ad revenue growth of 53% in the fourth quarter as it put the pedal down on video ads and its mobile ad network. Speaking on the quarterly earnings call, CEO Mark Zuckerberg told analysts that Facebook users now watch 3 billion videos per day on average, a figure that only includes videos directly uploaded […]

  • Marketing Automation

    Salesforce And Oracle: Marketing Tech Will Evolve Along With CMO Mindsets

    BY //

    There’s an understandable fascination with the rat-a-tat deal-making in marketing technology circles, but transformation of the marketing discipline will only come as Fortune 1000 CMOs embrace these changes. Extend your time horizon a few years, and this industry’s evolution is fundamentally a head game. For more on this, AdExchanger asked senior execs from two leading “marketing cloud” companies […]

  • Agencies

    GroupM Appoints An Overseer For Privacy And Data Compliance

    BY //

    Privacy compliance consumes more attention in agency-land thanks to the rise of data collection, the proliferation of vendors that support it and new catchphrases like “people-based marketing,” which was coined by Facebook a few months back. GroupM has created a new position to centralize its institutional knowledge and activities regarding privacy, and it has hired Rachel […]

  • Digital TV and Video

    Facebook Confirms Big Uptick In News Feed Video

    BY //

    Seeing more video in the news feed? You’re not the only one. Facebook said on Wednesday that video activity on its platform grew dramatically in 2014, bolstering its ambition to become a video platform contender to rival YouTube. In a blog post Facebook said the number of video posts per individual user grew 94% on average in the […]

  • Platforms

    IPONWEB Hires PubMatic's Bob Walczak To Run Its BidSwitch Exchange Play

    BY //

    Just a few months after it hired Digilant COO Nathan Woodman to take charge of its demand-side business, IPONWEB has nabbed another well-known ad tech guy. The 13-year-old ad platform company has hired Bob Walczak, VP product at PubMatic, to oversee BidSwitch, its ad exchange-like product. At IPONWEB, Walczak will run sales and business operations for BidSwitch, a […]

  • Data

    How Facebook's Security Team Is Calming Marketers' First-Party Data Fears

    BY //

    The second coming of Facebook’s Atlas ad server was probably the biggest ad-tech development of 2014. Marketers could for the first time upload their first-party data for accurate measurement, de-duplication, and targeting across devices. Other platforms will follow (read: Google), but Facebook broke the tape. The “people-based” marketing opportunity will not fully materialize, however, until […]

  • Display

    Sridhar Ramaswamy Makes His Mark On Google's Ad Business

    BY //

    It’s been nine months since Susan Wojcicki was named CEO at YouTube, clearing the path for Sridhar Ramaswamy to take full control of Google’s $50 billion-plus advertising business. As org changes go, it was a doozy. YouTube would get a proven leader to take it to the next level – by investing in talent and courting new […]

  • Platforms

    Rocket Fuel CEO Talks SaaS Vs. Services, As Q3 Revenues Surpass $100M

    BY //

    Rocket Fuel is adding SaaS to its revenue mix, but slowly. During the company’s Q3 earnings call with investors on Wednesday, CEO George John said Rocket Fuel now has 137 “licensee customers” buying through one of its three software-as-a-service channels. Those channels are: Rocket Fuel’s self-serve offering, called Mission Control; the company’s partnership with Dentsu subsidiary CCI in Japan; and [x+1], the […]

  • Data Nugget

    Are Marketers Actually Measuring Ad Viewability? AdExchanger And Moat Run The Numbers

    BY //

    Media buyers and suppliers are now authorized to transact on viewable impressions, but how many are even using this form of tracking? To measure the adoption of viewability tracking and other forms of verification among national and global advertisers, AdExchanger recently worked with ad analytics firm Moat. We supplied Moat with a list of 100 […]

  • Platforms

    Google Weaves Spider.io's Fraud Filters Into DoubleClick Bid Manager

    BY //

    As fraudsters swarm like so many bees at the display advertising picnic, the industry is trying to blunt their stings with a combination of automated and manual solutions. Google has been among the most proactive ad platform players, hiring legions of real humans to review websites submitted to DoubleClick Ad Exchange. It recently acquired Spider.io, a […]

  • Platforms

    MediaMath Acquires Rare Crowds And Its Founder, Eric Picard

    BY //

    MediaMath has snapped up Rare Crowds, a small, 2-year-old startup founded by ad tech trailblazer Eric Picard, AdExchanger has learned. Under the all-stock transaction, Picard will join MediaMath as VP of strategic partnerships as the media-buying platform builds out products around private marketplaces and “automated guaranteed” inventory (i.e., direct site buys). The deal has the […]

  • Platforms

    AppNexus Will Throttle Payments For Fraudulent Ads, Starting In Q2 2015

    BY //

    Last month AdExchanger reported on plans by AppNexus to roll out a “Certified Supply” stamp of approval for demonstrably valid impressions, and thereby cut off the flow of spend to impressions that are fraudulent, nonviewable or otherwise undesirable. The certified program came amid growing industry concerns about the persistence of fraud in the AppNexus supply. […]

  • Agencies

    Publicis To Acquire Sapient In $3.7B Cash Deal

    BY //

    Publicis Groupe will snap up Sapient, a digital-centric agency and communications company known for experience design and digital-retail integrations, for $3.7 billion. The all-cash transaction comes directly on the heels of Publicis’s acquisition of programmatic platform RUN, and may bring some closure to the holding company’s disastrous courtship of Omnicom Group. Sapient CEO Alan Herrick (AdExchanger Q&A) will become CEO of Publicis.Sapient, a new […]

  • Facebook's Q3: Sustaining Ad Revenue Growth, And Seizing On Ad Tech

    BY //

    Facebook’s Q3 ad revenue grew 64% in the third quarter, beating Wall Street expectations during a period when the company rapidly pressed its advantage in advertising technology. Between July 1 and September 30, Facebook announced plans to acquire video sell-side platform LiveRail, ramped up volume on its Facebook Audience Network,  and rolled out a cross-device identity solution baked […]

  • Platforms

    Facebook Reorgs PMD Program, Adding Agencies And More Partner Categories

    BY //

    Facebook is unraveling its preferred marketing developer (PMD) program, its platform for organizing and referring key partners to prospective advertisers. In its place will be a new classification system, called simply Facebook Marketing Partners (FMP, for the acronym-addicted), with no badges but with a list of nine “specialties” – including ad tech, content marketing, and […]

  • Advertiser

    Kraft CMO: First-Party Data Fuels Content And Ads

    BY //

    “What does the manufacturer of Velveeta possibly know about data?” That was the question Deanie Elsner, chief marketing officer at Kraft Foods Group, posed to an audience of her peers at the Association of National Advertisers’ Masters of Marketing conference last week. The answer, as it turns out, is quite a bit. Two years ago, when […]

  • Ad Exchange News

    Beset By Data, Nissan Demands More Integration At The Agency Level

    BY //

    Marketing is more than ever a science, but that doesn’t mean it should become less of an art, according to Nissan’s marketing chief. “It’s the era of big data. To the most detailed level we can check who’s buying what and where and when, as well as people’s behaviors and actions,” the automaker’s global head […]

  • Platforms

    Under Pressure From Buyers, Fraud-Plagued AppNexus Girds For Battle

    BY //

    The digital ad sector has made some tangible progress in the war on fraudulent ad impressions, thanks to new detection methods and improved hygiene from many sell-side platforms. But one of the biggest exchanges has added rather than subtracted invalid impressions, and buyers are complaining. AppNexus, the industry’s uber-exchange and one of the most promising […]

  • Platforms

    Q&A: AppNexus CEO Brian O'Kelley On Fraud And Certifying Digital Ad Supply

    BY //

    An AdExchanger story published Wednesday describes the persistent problem of fraudulent ad impressions in the AppNexus inventory supply, and the company’s plans to fix it. Its plan of attack includes a new certified supply program that will clearly label inventory AppNexus has deemed “valid.” Buyers can choose to purchase only the good stuff, while ignoring the uncertified […]

  • Investment

    Holding Ad Tech: Matomy Insiders Sell 20% Stake To Publicis Groupe

    BY //

    Publicis Groupe will acquire 20% of Matomy Media Group, an Israeli performance marketing company that recently went public on the London Stock Exchange, the companies said Monday. The investment will not generate cash for the company’s coffers, going instead to a small group of individual investors, but CEO Ofer Druker said it will result in collaboration […]

  • Ad Networks

    It's Go Time For Facebook's Mobile Ad Network

    BY //

    It’s been six months since Facebook unveiled a new mobile-centric ad network offering at its F8 developer conference. The message then and over the summer was clear: We’ll take our time ramping up the new Facebook Audience Network, from both a supply and demand standpoint. But as of Tuesday, Facebook said it’s ready to demonstrate the firepower of […]

  • Platforms

    CRM Startup Iris Mobile Builds Cross-Device Linkages Using Mobile Phone Numbers

    BY //

    Chicago-based Iris Mobile provides a CRM platform that helps retail industry clients identify and personalize messaging to their customers across devices. The system works partly by taking a phone number from a customer record, and then pinging the phone associated with that number to establish a device link. Iris then tries to deliver offers most […]

  • Platforms

    With Atlas Relaunch, Facebook Advances New Cross-Device ID Based On Logged In Users

    BY //

    Facebook has done something big with the relaunch of its Atlas ad server, acquired from Microsoft 16 months ago, but that something has little to do with serving ads. Rather it’s about replacing the beleaguered cookie with a new, more reliable ad-tracking mechanism for the mobile age. The new Atlas – expected to be unveiled […]

  • Ad Exchange News

    Questions For MediaLink CEO Michael Kassan And Programmatic Lead Matt Spiegel

    BY //

    MediaLink, long a dabbler in ad tech, has now jumped in with both feet. The strategic advisory firm tapped agency and startup veteran Matt Spiegel to ramp up its consulting work in the marketing technology area. That work will include advising marketers, publishers and tech companies on how to capitalize on the data-driven media automation […]

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