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

    Convertro Tackles Attribution Challenge Through Television's Lens

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    TV has a tenacious grip on media budgets, and so it makes sense to place the boob tube at the center of attribution models. Anyway, that’s where attribution pure play Convertro is placing its bets. “Clients want to know how to spend money better, where to spend money to make money,” CEO Jeff Zwelling tells […]

  • Agencies

    CEO Alan Herrick On Technology, Creative, And The Sapient Way

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    Sapient is a company with many faces, and revenue sources. About 70% of its business comes from the SapientNitro digital agency. Another 25% derives from Sapient Global Markets, which serves the capital and commodity market needs of clients in the financial and energy sectors. And 5% is in government services, where it has done work […]

  • Platforms

    Atlas, At Last. Facebook Ad Chief Gokul Rajaram Speaks

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    Facebook has confirmed its agreement to buy Atlas from Microsoft, paving the way for a more robust demand-side offering from the company. In an interview with AdExchanger, Ads Product Director Gokul Rajaram said the primary aim is to help advertisers compare their Facebook ads with all online, and eventually offline, placements. An ad network is not […]

  • Ad Exchange News

    In Larger Bid For Audience Selling, Facebook Adds Data From BlueKai And Others

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    Facebook is ramping up the volume of outside data marketers can apply to their audience targeting campaigns on the site. It confirmed it will extend its Custom Audiences tool, begun in partnership with Datalogix back in September, to three new partners in the CRM matching arena. Epsilon and Acxiom will bring their first and third […]

  • Advertiser

    Media And Creative Collide At ANA Conference

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    You wouldn’t expect a media-focused conference to dwell on content strategies, but “owned media” dominated at the Association of National Advertisers Media Leadership conference in Miami this week. Numerous client-side marketers trumpeted their content innovation, including paid integrations with network TV programming, mobile apps, and social fan engagement. They often appeared to give short shrift […]

  • Social Media

    Agencies And Partners React To Twitter's Ads API

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    Twitter rolled out its long anticipated ads API program today, after a development process that began in earnest in the middle of last year. The APIs — one for Promoted Accounts, another for Promoted Tweets – are likely to lower barriers to demand for its paid media products, and to entice third parties to bring […]

  • Platforms

    Datacratic Rolls Out RTBkit, Open Source Bidding Framework

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    What do you do if you have real-time bidding software that’s non-core to your business, but could still be an asset to young ad companies faced with building their own bidders from scratch? You take it open source. That’s what Montreal-based Datacratic has done with the release of a new RTBkit framework, available at RTBkit.org. […]

  • Social Media

    Dachis Group Plans For A Future Where Social Data Is King

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    Dachis Group is going after a social marketing opportunity that’s much larger than the collective users of Facebook, Twitter, and LinkedIn. As CEO Jeff Dachis likes to point out, about 400 social platforms around the world have more than one million users each. “If you’re a global brand, what are you doing in Korea? What […]

  • Social Media

    Facebook Partners React As PMD Program Is Rejiggered

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    With over 260 companies in its Preferred Marketing Developer program, Facebook has its hands full managing partners. Yesterday, in an apparent attempt to simplify the program while also extracting more revenue from it, Facebook announced significant changes to how it handles badge requests. (AdExchanger story) The main things to know: (a) New partners will be […]

  • Social Media

    Facebook Refocuses PMD Program On Paid Media, Puts Badge Requests On Ice

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    Facebook is changing the rules for admittance to its PMD badge program to focus more tightly on paid media. In an email to prospective PMD partners published on Business Insider, it tells applicants they’ll need to prove their knowledge of its ad products and their ability to “influence your clients on media spend.” Facebook has […]

  • Platforms

    PubMatic: 'Programmatic Reserved' Spend To Hit $1 Billion Next Year

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    Google, AppNexus, and PubMatic are all talking up the convergence of guaranteed and non-guaranteed media. The first solutions designed to address this convergence were private exchanges, embraced by many sellers but fewer on the buy side. Now the companies are moving forward on the next wave of features. Among the favored approaches is so-called “holistic […]

  • Online Advertising

    OpenX Confirms 'Lights Out' For OnRamp Ad Server

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    Yesterday we reported that OpenX had abruptly shut down its OnRamp ad server after a major malware attack. At the time the company did not say when, or if, the open source ad server would be back online. In an update this morning, OpenX makes clear that OnRamp will never serve another ad. OpenX attempted […]

  • Online Advertising

    OpenX Shuts Down Its OnRamp Ad Server After Big Malware Attack

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    Has OpenX’s open source ad server been hacked to death? After a serious attack on Saturday, OpenX abruptly pulled the plug on the OnRamp product yesterday, leaving customers scrambling to find new ad servers and reconstruct insertion orders. OpenX announced the shutdown this morning in a retroactive forum post, and offered little comfort to existing […]

  • Ad Networks

    Travora Media, Formerly Travel Ad Network, Is Rolled Up

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    It seems there’s still a place in the world for ad network rollups. Investment company JMG Exploration, parent to an ad network of Internet access points called AdVantage Networks, has acquired travel ad network Travora Media. With the acquisition, JMG will rebrand as MediaShift and position itself as a way to reach “on-the-go” Internet users. […]

  • Online Advertising

    What Yahoo/Google Contextual Ad Deal May Mean For Right Media

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    Is this the beginning of the end for Yahoo’s Right Media Exchange? According to All Things D’s Peter Kafka and confirmed by a Yahoo blog post, Google’s AdSense ad network will be among the monetization solutions embedded within Yahoo’s owned and operated properties. The global deal covers inventory on Yahoo’s owned and co-owned properties (think […]

  • Social Media

    Facebook Chases Lookalikes In Expansion of CRM Matching Program

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    This week Facebook added Lookalike targeting to the pile of low-hanging fruit it has plucked in the data-driven ads space. The offering is closely tied to Custom Audiences, the CRM matching program that allows a brand to find existing customers and prospects by identifying Facebook users through an (anonymized) email address or phone number. Facebook’s […]

  • Advertiser

    Kimberly-Clark Q&A: Early Programmatic Display Results Far Exceeded Expectations

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    Like many big companies, Kimberly-Clark ramped up its investment in data-driven display media last year. The personal care giant, whose brands include Kleenex, Kotex, Cottonelle, and Huggies, started looking into a display “desk” a couple years back, and set one up last year in partnership with its media agency, WPP Group’s Mindshare. Jeff Holecko, who […]

  • Online Advertising

    Telemetry Calls Out Browser Plugins For Video Ad Injection

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    In an advisory to publishers and ad servers, video ad serving and verification firm Telemetry describes three purveyors of browser extensions that it says are engaged in “sub-optimal” practices that could impact publishers, advertisers, and consumers. The providers named in the January 28 white paper/advisory are AnchorFree, Yontoo Layers (also selling media as Sambreel, BuzzDock and […]

  • Online Advertising

    FTC Chairman Jon Leibowitz Bows Out, Spearheaded 'Do Not Track'

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    Jon Leibowitz, the Federal Trade Commission Chairman who aggressively pushed for more checks on the digital ad sector, will step down this month. Leibowitz was assiduous in his pursuit of what he saw as overstepping by companies engaged in consumer data collection. His language could be inflammatory, as when he said in 2009 that “a […]

  • Social Media

    Unified Social Buys PageLever, Newsfeed Analytics Startup

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    Since the majority of Facebook user attention is focused on the Newsfeed, brands are understandably obsessed with optimizing their content creation around Likes, Comments, and other user in-feed engagements that boost visibility and create fodder for paid media on the platform. With the acquisition of Y-Combinator startup PageLever, Unified Social has captured one of the […]

  • Platforms

    AppNexus Secures $75 Million After Long Road To Funding

    BY //

    No AppNexus insiders will take money off the table as the RTB pure play soaks up a new $75 million investment led by Technology Crossover Ventures. Instead, funds from the series D round will be pumped into the company in the form of new features, marketplace quality improvements, and employee development. CEO Brian O’Kelley wrote […]

  • Social Media

    Product Manager David Baser on Facebook's Attribution Roadmap

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    Facebook is already an important player in the attribution space, partly by virtue of its ability to do multi-device impression analysis, linking ads served on mobile and desktop to conversions that happen off-site and increasingly, offline. It has no need for cookies, the stock-in-trade of most attribution platforms, since all impressions tie back to Facebook’s […]

  • Platforms

    Attribution Landscape In Flux, Adometry Raises $8M To Accelerate Platform

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    The debate around multi-channel attribution is perhaps the essential marketing problem of this decade. Can you really optimize ad spend on a cross-channel basis, and at the impression level? Not yet. Will you be able to? A lot of smart money says yes, but it’s going to be a long and bumpy ride. The most […]

  • Agencies

    Why Is Procurement Necessary?

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    The incursion of procurement on the marketing organization has caused no shortage of pain at agencies — and some startups as well. Among the concerns are that creative process will be devalued, client services squeezed, and strategic account planning shrunk to a line item by procurement agents who may lack marketing experience. But procurement exists […]

  • Mobile

    More Money For Mobile. Now What?

    BY //

    Gartner predicts global ad revenue for mobile will top $11 billion this year, and leap to $24.5 billion three years hence. (Press release) That’s a striking increase from the estimated $9.6 billion it recorded in 2012, suggesting a rosy near-future for mobile ad sellers such as search companies, app developers, ad networks and social platforms. […]

  • Analytics

    YieldMetrics Brings Transparency To Digital Ad Daisy Chains

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    YieldMetrics is trying to bring new granularity to an established category: online advertising competitive intelligence. The company’s crawler‑based technology works by loading a publisher page and tracking everything that happens with the ads there, surfacing data such as percentage of ads direct-sold versus programmatically traded, ad networks used, exchanges/SSPs used, and so on. Target customers […]

  • Social Media

    More Search Data On Facebook Exchange As Simpli.fi Enlists in Partner Army

    BY //

    Last month we noted that search intent data had come to the Facebook Exchange, in the form of a partnership with search retargeter Chango. The deal represented something of an incursion by Facebook on terrain that’s long been lucrative for Google. Now Facebook has done it again, adding search retargeting firm Simpli.fi to the FBX […]

  • Agencies

    Essence Digital Buys Seattle's Point Reach, Adding Mobile Talent

    BY //

    Essence Digital has acquired Point Reach, a Seattle-based agency with 19 employees and significant mobile capabilities. The deal brings Essence’s global headcount to 233, with the bulk of those staff concentrated in London, New York, and, most recently, San Francisco. The Bay Area presence materialized last September with the acquisition of SF-based Black Bag Advertising […]

  • Agencies

    Marketers Explain - 'What Is An Agency?'

    BY //

    Creative agencies, media agencies, PR agencies, “general” agencies. All have faced significant technology disruption in the form of shifting consumer behaviors, disintermediation by vendors, and relentless waves of “marketing tech” requiring evaluation and training. To understand the changes afoot in marketing services business models, we asked a number of senior execs who should know to […]

  • Online Advertising

    Israel's Matomy Buys U.S. Performance Marketer MediaWhiz

    BY //

    Tel Aviv-based CPA network Matomy Media Group has purchased MediaWhiz, a U.S.-based direct response marketer that operates the second-ranked affiliate network. The acquisition brings together two big online direct marketing players, and expands Matomy’s U.S. footprint. Purchase price and other terms weren’t disclosed for the deal, which closed on December 31 For Matomy, the deal […]

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