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

  • Online Advertising

    Booyah + Rocket Fuel: How One Agency Makes The Most Of A DSP/Ad Network

    BY //

    Last week AdExchanger looked at the dynamic between ROI DNA, a performance-driven agency, and its preferred display-trading partner, Run DSP. (Read the story.) There are many such relationships in ad tech, where a mid-sized agency relies on a key network or platform partner to drive ROI and provide hand-holding to its planners and buyers. You […]

  • Online Advertising

    What Yahoo Sees In Tumblr: A Logged-In, Cross-Channel Audience

    BY //

    There were two adjectives Yahoo CEO Marissa Mayer used repeatedly when discussing the advertising opportunity with Tumblr, which her company agreed to buy for $1.1 billion. Those words: “native” and “aspirational.” It’s what you would expect. In its short history of monetization, Tumblr has focused on organic ad formats, tentatively rolling out tools to promote […]

  • Mobile

    Adelphic Names WPP Mobile Exec Michael Collins To CEO Spot

    BY //

    Adelphic, one of a handful of companies helping brands and publishers identify audiences across devices, has scored a CEO from agency land. Michael Collins was the chief executive at WPP-owned mobile agency Joule, which he built from scratch in 2007 into a global mobile-centric marketing agency with outposts in North America, Europe, Asia and Australia. […]

  • Ad Exchange News

    ROI DNA + Run DSP: Portrait Of A Functional Agency-Network Relationship

    BY //

    Five years into the exchange-buying trend, attention tends to focus on what’s broken in agency/network relationships. Black-box algorithms, opaque margins, impression fraud, and a tendency to overpromise and underdeliver have damaged trust in digital ads and the platforms that traffic them. So the story goes. But for many agencies, these concerns are outweighed by the […]

  • Social Media

    Advertisers Face Some Creative Hurdles With FBX In The News Feed

    BY //

    Facebook has raised the velvet rope to let more of its real-time bidding partners into the News Feed, and by many accounts the response rates are stunning. But some technical and ad quality issues still need to be ironed out. Beta partner TellApart says click-through rates for Facebook Exchange ads in the News Feed are […]

  • Social Media

    FBX Gets More News Feed Inventory And Dynamic Creative Options

    BY //

    Well, that was fast. Six weeks after making some News Feed ad inventory biddable to Facebook Exchange advertisers on a trial basis, Facebook is expanding the amount of that precious paid media space that it will expose to RTB demand. The News Feed trial was initially open to just three of Facebook’s 17 FBX partners. […]

  • Social Media

    Kinetic Raises $8 Million For Ad Optimization Across Social Media

    BY //

    Social ads company Kinetic Social has raised $8 million in a round that includes both equity-based cash and an expanded debt facility. Kinetic will use the money to ramp up its social ad optimization technology, which works across social media platforms including Facebook, LinkedIn and Twitter. Cincinnati-based Blue Chip Venture Company provided the equity piece […]

  • Ad Exchange News

    Magna: Display Ad Prices Will Remain Low, But There's A Silver Lining For Sellers

    BY //

    In a new update to its US ad forecast, Magna has slightly boosted its overall US ad forecast for this year and next, thanks to rising consumer confidence and other signs of life in the US economy. However, digital is the only media channel expected to see notable growth in 2013 (+11.5% in total interactive […]

  • Ad Exchange News

    Xaxis Grows Revenue As WPP Chases Platform Budgets

    BY //

    WPP Group has shared some new details on revenue performance and strategy for its Xaxis trading unit. Xaxis grew its revenue by 28% during the first quarter, said Pivotal Research Analyst Brian Wieser in a research note. WPP had previously stated the business had 2012 media billings of $270 million and a headcount of 200. […]

  • Agencies

    IPG's Cadreon Gets A Seat At The Grown-Up Table

    BY //

    Interpublic Group has made changes to its Cadreon trading desk in North America, uprooting it from its previous home in the Mediabrands Audience Platform and repotting it in the Magna Global media investment arm. As Adweek reported earlier this month, a new entity called Magna Global North America will absorb the trading desk along with […]

  • Data

    High On The Facebook Hog, Datalogix Raises $25M

    BY //

    No company has seized the Facebook data opportunity as well as Datalogix. Facebook and Datalogix have worked together since 2011, when they began linking Facebook ad impressions to in-store purchases. Later, Facebook tapped Datalogix as the first partner in its Custom Audiences CRM and offline data-matching program. Acxiom, Epsilon and BlueKai were later added. Datalogix […]

  • Online Advertising

    With New Ad Campaign, Microsoft Bets The Farm On Privacy Issue

    BY //

    It’s been almost a year since Microsoft first pledged to default-enable Do Not Track in Internet Explorer 10, setting off an urgent debate about the future of third-party ad tracking which continues to this day. The company has endured attacks both withering (“paternalistic,” said Evidon) and mild (“absolutely not helpful,” offered IAB CEO Randall Rothenberg), […]

  • Ad Exchange News

    DoubleClick AdX Uses Admeld Learnings, But Not Tech, For Private Auctions

    BY //

    Google is pushing even more “premium” and direct-negotiated media deals through its programmatic pipes. This week it added a new sell-side Private Auction bid type to DoubleClick Ad Exchange. Google calls this an evolution of Preferred Deals, first offered last year as a means for publishers to negotiate direct deals with buyers and then transact […]

  • Social Media

    Facebook Rolls Out CPA Bidding For Hard Core Direct Marketers

    BY //

    Facebook is rolling out Cost Per Action (CPA) bidding through its Ads API, the first time it has departed from CPM- and CPC-based ad pricing. The move is yet another attempt by Facebook to capture the performance marketing spend (see also: FBX retargeting, offline data matching, App Install ads) that continues to be the main […]

  • Online Advertising

    Secret To Google's Ad Quality Edge: Human Review

    BY //

    Recent months have seen an uptick in shady display ad practices – or at least media coverage of them. These incidents often take the form of fraudulent impressions generated either by bot traffic or browser plug-ins that manipulate ad space on a webpage. Others are simply not viewable by design, generating ad calls below the fold […]

  • Mobile

    Burden Is On AppNexus To Prove Its Mobile Chops

    BY //

    Brian O’Kelley wants you to know he’s serious about mobile. On the same day IDC reported Q1 PC sales plummeted 13.9% as consumer usage shifted dramatically to tablet and smartphone devices, the CEO of AppNexus told attendees at the company’s San Francisco summit that the company is going “all in” with its mobile strategy. O’Kelley […]

  • Event Coverage

    Programmatic I/O: Quotable Moments

    BY //

    More than 300 marketers, agencies, and platform companies gathered at the St. Regis Martin in San Francisco on Monday for AdExchanger’s Programmatic I/O conference.  Below is a selection of comments made by speakers throughout the day, as recorded by AdExchanger’s editorial staff, including Judith Aquino, Kimberly Maul, and David Kaplan.  Andrew Casale, VP Strategy, Casale […]

  • Platforms

    X+1 Adds $17M Credit Line, Plans Acquisitions

    BY //

    Last week X+1 secured a new $17 million debt facility with Ares Capital, a cash reservoir the demand-side platform plans to tap for two acquisitions this quarter (one social, one mobile). A global expansion will follow in the second half of the year, including a possible outpost in Brazil, according to CEO John Nardone. By […]

  • Platforms

    Still Kicking, DoubleVerify Says The Market For Transparency Is Largely Untapped

    BY //

    Before taking the reins at DoubleVerify six months ago, Wayne Gattinella spent ten years at the helm of WebMD. When he signed up for that job, the consumer health publisher was three years old and had collapsed to some extent, like most web content providers in that era. Since then it has largely reversed course. Revenues for […]

  • Online Advertising

    How Buy-Side Platforms Are Fighting Online Ad Fraud

    BY //

    Online ad fraud bubbled up in a big way last month, after London-based Spider.io published details of a botnet responsible for generating billions of illegitimate impressions per month. The sites that are selling allegedly non-viewable impressions from the Chameleon botnet are not widely recognized brands. Reports have identified Alphabird and DigiMogul as among the site […]

  • Platforms

    Turn Strengthens Agency Ties, Bulks Up In Social And Mobile

    BY //

    The number of display ad tech companies “of size” has risen sharply in recent years as mammoths like Google and Adobe are joined by hulking no-longer-startups such as BlueKai, Rocket Fuel, Collective, and AOL’s Ad.com, among others. Demand-side platform Turn should certainly be included on this list. The profitable company employs 250 and works with […]

  • Social Exchange

    Facebook's News Feed Ads: Now Real-Time Biddable

    BY //

    Facebook will surface News Feed inventory in its six-month-old exchange, creating more visibility and engagement for retargeted ad placements on the site. Facebook Exchange previously was restricted to ads in the right rail, where response rates are a fraction of what advertisers get in the News Feed. The company’s decision to make them biddable in […]

  • Advertiser

    For Freelancers Union, Creative And Media Are One Thing

    BY //

    Freelancers Union is seeing powerful results after a marketing revamp that has it churning out more content and shifting spend to native ads and programmatic display. Chief Marketing Officer John Donahue describes a move away from campaign thinking to “always on” communications. That change, underway for several months, is centered on daily amplification of content […]

  • Online Advertising

    To Catch A Botnet

    BY //

    The growth of Real-Time Bidding (RTB) has created a paradox for those trying to root out ad quality issues of all kinds. On the one hand, the rise of viewability measurement and the relatively small number of scaled RTB marketplaces has made it easier to identify and police worthless impressions. But it’s also easier for […]

  • Agencies

    Digital Agency Booyah Advertising Sprouts Trading Desk Unit

    BY //

    Full-service digital agency Booyah Advertising has launched a trading desk, led by new hire Matt Thompson, previously with Mindshare in London. The trading desk will employ four people, all in Denver. Booyah the agency is part of Booyah Networks, which also owns video ad marketplace SpotXchange. Booyah Advertising did $100 million in media last year, […]

  • Social Media

    How E-Commerce Incubator Rocket Internet Ramped Up On Facebook Exchange

    BY //

    Berlin-based Rocket Internet incubates e-commerce startups in markets outside the US, running them first as closely held businesses and then encouraging greater autonomy of operations and marketing in advance of a potential sale. As such the company is a big proponent of retargeting and was an early adopter of Facebook’s ad exchange. The company leaped […]

  • Mobile

    What Is A Mobile DSP?

    BY //

    Some companies claiming to be “mobile demand-side platforms” are veiled mobile ad networks, or at least they’re mobile ad network-like. Which is to say they may be taking margin without disclosing price paid to the client. Others may be more transparent, buying on a per-impression basis and charging licensing fees as a standard DSP would […]

  • Ad Exchange News

    Reduce Data Aims To Help Marketers Optimize Across DSPs And Networks

    BY //

    Reduce Data uses advertiser data to optimize campaigns across DSPs and ad networks. For instance, CEO Asif Ali says when a network is buying or retargeting a user who has already clicked or converted, Reduce Data can override the network-specific optimization and deliver a different campaign or creative. Ali says Reduce Data can similarly use […]

  • Agencies

    Will GroupM Pull A McKinsey With New Consulting Practice? Not Exactly

    BY //

    When you think of big consulting firms operating at the intersection of technology and marketing, names like McKinsey and Deloitte come to mind. GroupM? Not so much. But WPP Group’s media investment arm aims to change that with a new consulting unit led by Ernie Simon, previously the chief strategy officer at Omnicom’s OMD. Unlike […]

  • Ad Exchange News

    Facebook Confirms PMD Changes, Puts Paid Media At The Center

    BY //

    Facebook has offered new details about changes to the application and recertification process for its Preferred Marketing Developer (PMD) program. The changes affect both existing and prospective PMDs, and are likely to reduce the number of new startups entering the fraternity of third parties sanctioned to support Facebook marketing. Among the changes we previously noted […]

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