AUTHOR ARCHIVE FOR:

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

  • Mobile

    Apple Starts Blocking Some Apps For Rewarding Ad Views And Shares

    BY //

    Monetizing apps in the iOS environment means playing by Apple’s rules, and occasionally adapting to changes in how those rules are enforced. Sometimes those changes can impact the way ads are served and tracked, as happened back in February when Apple (briefly) put a barbed wire fence around the use its Identifier For Advertising for […]

  • Platforms

    AppNexus Tries M&A, Mulls 2015 IPO

    BY //

    The world’s largest independent ad tech company broke character this week. Before snatching up Paris-based ad viewability firm Alenty, as AdExchanger was first to report, AppNexus had been historically inclined to build rather than buy owing to its strong engineering culture. But that may be changing as bargains present themselves in the form of mature […]

  • Publishers

    Google Debuts Video Exchange, Plus Direct Deals Functionality In DoubleClick

    BY //

    The road to “programmatic premium,” once a cow path, has become a highway (OK, maybe a county road) cutting through the heart of ad land. And Google can’t take its foot off the gas pedal. The company on Wednesday rolled out a programmatic video marketplace called Google Partner Select and announced support for direct deals through the DoubleClick platform. The […]

  • Data

    Attribution Vendors Still Flying Off Shelves, As Rakuten Buys DC Storm

    BY //

    There’s a run on multitouch attribution vendors, and UK-based DC Storm – acquired by Rakuten, the companies announced Thursday– is the latest to get swept up in the excitement. Merger mania kicked off some months ago, when top-three attribution vendor Visual IQ was rumored to have hired a banker to shop itself around. The company put […]

  • Platforms

    Facebook Programmatic Whiz Jonathan Shottan Jumps To Pinterest (And TellApart)

    BY //

    Need more proof Pinterest is preparing for a big monetization push? The social platform has hired Jonathan Shottan, a former Facebook ad product exec who led Facebook Exchange and due diligence on ad tech M&A. Shottan, who has also signed on as an adviser to TellApart, joins Pinterest as product manager for advertising. His first […]

  • Publishers

    The Prospects For A Google CMS

    BY //

    As AdExchanger reported Friday, Google is working on a CMS, likely with its own ad server baked in. The solution is expected to unify the functions of a content management system with the DoubleClick for Publishers toolset – ad serving, sales management, yield optimization, and so on. Google has declined to comment on or confirm the […]

  • Agencies

    Christian Juhl Named Global CEO At Essence

    BY //

    There’s a new guy in charge at Essence, the 9-year-old agency best known as a key partner to Google on its programmatic and other marketing activities. London-based Essence has promoted Christian Juhl, previously in charge of its North American operations, to run the company as global CEO. With his promotion, founder and previous CEO Matt […]

  • Platforms

    Taking Orders: Rubicon Project Joins The Direct Deals Pack

    BY //

    Rubicon Project is the latest ad tech company to support automation of direct deals. Its first product in this area, called 49bc, will focus on mobile inventory only. Later this year it expects to add support for desktop and video to the toolset, which is still in private beta. Rubicon is one of about 10 […]

  • Publishers

    Google Explores A Unified CMS And Publisher Ad Platform

    BY //

    Google is developing a content management system (CMS) that would unify editorial, advertising and perhaps commerce activities for media companies, AdExchanger has learned. Beginning in 2013 Google started talks with some big publishers about offering software to help manage content and advertising in a holistic way, multiple sources said. Among the executives involved in some of those early discussions […]

  • Platforms

    Facebook Ad Partner Nanigans Commits To SaaS, COO Marc Grabowski Departs

    BY //

    Changes are afoot at Nanigans, as the Facebook ad partner repositions to serve in-house marketers strictly on a software subscription basis. The company has stopped signing new managed services business and will focus on getting its self-serve platform into the hands of marketers in the ecommerce and app verticals. As part of this singular focus […]

  • Agencies

    Publicis-Omnicom Deal Nixed

    BY //

    What a fiasco. A “merger of equals” between Publicis Groupe and Omnicom Group that was to be the largest acquisition in advertising history is now off as the two companies have proven unable to overcome a range of impediments, including tax concerns, integration pain, and the personalities of the chief executives. “The challenges that still […]

  • Ad Networks

    Rocket Fuel Q1: Customers Double, Media Margins Top 60%

    BY //

    Rocket Fuel, one of a growing pack of public ad tech companies, reported 95% growth in revenues and 107% margin acceleration during the first quarter. But it wasn’t enough for Wall Street, which punished the company’s stock after hours – perhaps in light of decelerating top-line revenues. Rocket Fuel’s active customers more than doubled year over year to 1,251, and the […]

  • Platforms

    Questions For AOL's Tim Armstrong, Platform (Not Media) Executive

    BY //

    Still thinking of AOL as a media company? Tim Armstrong wants to change your mind. On the company’s Q1 earnings call Wednesday, its CEO repeatedly invoked “platforms,” “mechanization” and, of course, “programmatic” as the underpinnings of the business. AOL’s Tuesday acquisition of multitouch attribution vendor Convertro also hammered this message home. Armstrong’s platform ardor almost […]

  • Publishers

    AOL Turns In Solid Q1 Revenue, Driven By Its Programmatic And Video Stack

    BY //

    “Mechanization,” “piping,” and “programmatic” are the keywords at AOL these days as the company puts the pedal down on its ad tech plans. One day after scooping up multitouch attribution vendor Convertro for $101 million, AOL revealed revenue from the company’s ad platform business grew 55% during the first quarter 2014 to $186 million, despite a 3% decline in […]

  • Data

    A Peek Inside Alibaba's Ad Business, Courtesy Of Its IPO Filing

    BY //

    Alibaba’s big IPO filing on Tuesday shows the company is one of the world’s largest ecommerce companies – maybe the biggest. But there’s a subtler message, too: Thanks to its transactional data and exchange platform, the Chinese company is also among the giants of ad technology. “With rich consumer data generated from our China retail marketplaces, we utilize our proprietary algorithms to evaluate the […]

  • Platforms

    Google To Buy Marketing Attribution Pure Play Adometry

    BY //

    Google will scoop up Adometry, a marketing attribution firm whose product is designed to assign value to incremental media impressions. Some industry watchers, like research firm Forrester, consider Adometry’s solution superior to Google’s home-grown technology. Terms of the transaction were not disclosed. Austin, Texas-based Adometry and its approximately 130 employees will eventually be incorporated into the Google Analytics […]

  • Ad Networks

    Being Public Counts In Ad Tech, Criteo Shows

    BY //

    Since going public in Q4 2013, Criteo has had an easier time signing new advertisers – especially in Europe, where the business environment is more cautious overall and advertisers carefully examine credentials when making vendor selections. In the first quarter of this year, the French ad tech company’s business wins in the EMEA region included […]

  • Data

    Privacy Update: Yahoo Ditches Do Not Track, White House Releases Privacy Report

    BY //

    Two years ago, Yahoo became the first big Internet company honor Do Not Track (DNT) signals, and on Wednesday it became the first to publicly abandon the troubled opt-out standard. The company told the world via a Tumblr post on the Yahoo Public Privacy blog that it would henceforth ignore DNT requests, saying “we have yet to see a […]

  • Digital TV and Video

    NASDAQ Debutante TubeMogul Saw Video Platform Acceleration In Q1

    BY //

    TubeMogul, whose IPO is expected soon, saw revenue from direct users of its demand-side platform (DSP) ramp up dramatically in the first quarter of the year. According to an updated S-1 filed with the Securities and Exchange Commission, total revenue for Q1 2014 grew to $22 million, 130% more than it made the first three months […]

  • Research

    In New Forrester Wave Report, PubMatic Is 'Last Of The Purebred SSPs'

    BY //

    Note: Story updated to point out Forrester analyst Susan Bidel, who authored the report, is a former PubMatic employee. Bidel tells AdExchanger she does not hold equity in the company. Forrester Research‘s Wave reports are harrowing events for tech startups, which find themselves labeled Leaders, Strong Performers, Contenders or – heaven forbid – Risky Bets. And those labels often stick. […]

  • Platforms

    As IPO Dust Settles, Rubicon Project Prepares To Invest

    BY //

    Rubicon Project went public earlier this month, becoming the fifth ad tech company – give or take – to do so since the IPO door was flung open around this time last year. Since then its stock has had a bumpy ride, but no more so than some others in its class. CEO Frank Addante […]

  • Ad Networks

    Rocket Fuel Stock Hits All-Time Low In Wake Of Insider Trades

    BY //

    Rocket Fuel’s stock closed at $31.04 Friday, near its lowest point since the ad tech company went public six months ago. The sell-off comes after a group of more than seven investors and senior executives cashed out to the tune of more than $150 million, as reported by InsiderTradingWire. Those transactions, which earned more than $14 […]

  • Agencies

    Q1 Roundup: Digital Media Strength Propels Agencies

    BY //

    With the Omnicom-Publicis merger now in some doubt, WPP Group retains a glimmer of hope that it could remain the world’s largest agency holding company past the third quarter. In its Q1 earnings report Friday, WPP listed media investment – represented by its GroupM network and the Xaxis ad tech unit – as among its […]

  • Creative

    DataXu Buys JasperLabs, Ingesting Dynamic Creative Technology

    BY //

    Demand-side platform DataXu has acquired – or perhaps acqui-hired – dynamic creative optimization (DCO) vendor JasperLabs for an undisclosed sum. The two companies have previously worked together on behalf of some clients, including agencies Essence and BSSP. JapserLabs CEO Stefan Lucyshyn and the company’s staff of six will join DataXu’s engineering team. Other terms of the transaction […]

  • Social Media

    Facebook's Q1: Mobile Contributed 59% Of Ad Revenue In Q1

    BY //

    Facebook reported first-quarter earnings Wednesday, exceeding analyst estimates with ad revenue growth of 82% to $2.3 billion. In contrast, Google’s Q1 revenues were seven times larger at $15.4 billion, but its growth was only 19%. Read the earnings release. Mobile was the star of the show, from both an audience and revenue standpoint. The number […]

  • Data

    J.D. Power Buys Korrelate, Will Link Digital Ads To Car Purchases

    BY //

    J.D. Power will buy Orlando-based Korrelate, an online-to-offline data company that nearly went out of business in February. The solution will supplement J.D. Power’s reporting solutions for auto marketers seeking to better understand the car shopper’s path to purchase. The companies have complementary, largely non-overlapping solutions. Korrelate was founded as Ad Summos four years ago […]

  • Social Media

    Twitter's MoPub Rolls Out Native Ads To All Publishers, Includes Direct Sold Inventory

    BY //

    Four months after first introducing support for native advertising, Twitter’s mobile exchange MoPub is pitching the solution to all publishers. Consisting of an native ads SDK, a publisher-side ad server,  and an RTB extension, the MoPub native product is a “a complete solution for direct sold and exchange traded native ads, delivering the same control […]

  • Online Advertising

    Facebook's Atlas To Support 'Programmatic Direct' Buys, Beginning With Microsoft Inventory

    BY //

    Facebook’s Atlas Advertiser Suite is laying the groundwork to support “programmatic direct” buys for Microsoft inventory. Beginning in early 2015, Atlas will begin supporting programmatic purchases of Microsoft ads directly through the Atlas interface. Atlas customers will be able to query avails in Microsoft’s ad serving system and reserve guaranteed buys programmatically. Over time the […]

  • Ad Exchange News

    Apple's iAd Builds Attribution Support, But Lags Behind Facebook

    BY //

    Apple has been slow to improve its offerings around mobile app installs, but it’s showing signs of life. Last week, the company issued its first clear signal that its Identifier for Advertising (IDFA) can be used as an attribution tool. But what about its own mobile ad product, a.k.a. iAd? The company has been more […]

  • Mobile

    Apple Throws A Bone To App Marketers, Blesses IDFA For Attribution

    BY //

    Apple has given its tacit approval for the use of its Identifier for Advertising (IDFA) to attribute app installs and post-install actions. The development, welcomed by app marketers and their ad partners, comes two months after Apple spread fear in the app ecosystem by rejecting some apps that didn’t adhere to a narrow ad serving […]

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