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

  • Data

    Adobe Blows Its Stack, Unifies Ads and Analytics Products

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    Adobe has integrated two of its core digital marketing products – SiteCatalyst and AdLens (formerly Efficient Frontier). The integration will let advertisers take granular data out of SiteCatalyst and plug it into AdLens for use in search, social, and display ad campaign optimization. Data such as shopping cart abandonment and time on site can be […]

  • Data

    Nielsen, ComScore Move Faster on Multi-Screen Audience Measurement

    BY //

    Nielsen and comScore are moving fast on cross-platform campaign verification. Both companies today recorded milestones in their ability to report on campaign reach and frequency across TV, the Internet, and connected video devices. Nielsen announced commercial availability of its Nielsen Cross-Platform Campaign Ratings product, which aims to measure the reach of video ad campaigns across […]

  • Social Media

    For Facebook, Shift to Online GRP Can't Come Fast Enough

    BY //

    It’s increasingly clear that new school ad broker Facebook has pegged its sales strategy to a decidedly old school way of looking at media – that is, digital reach and frequency planning embodied by Nielsen’s Online Campaign Ratings product. Speaking at the IAB’s MIXX conference today, Facebook head of measurement and insights Brad Smallwood preached […]

  • Social Media

    Dominos Says Facebook Ad Exchange Delivers

    BY //

    Most of the advertisers that have shared early results from the Facebook Exchange are small- to mid-sized, direct response focused companies (AdExchanger story). On the list are Shutterfly, Hootsuite, GoPro, and SurveyMonkey. But that’s slowly changing. Media agency Arena Media is going public with data from Dominos pizza delivery, a much larger brand. During a […]

  • Data

    Rare Crowds Aims to Help Publishers More Perfectly Answer RFPs

    BY //

    Digital ad pioneer Eric Picard started Rare Crowds last year with the vision to help publishers and ad networks create more complete media packages in response to complex advertiser RFPs. He says the company does this by layering more attributes onto each impression than has previously been possible through existing ad serving technologies. Rare Crowds […]

  • Ad Networks

    Yahoo Launches New Contextual Ad Net. Why Now?

    BY //

    Yahoo is taking the wraps off a new contextual ad network powered by Media.net. The publisher offering goes by the catchy name Yahoo! Bing Network Contextual Ads, though despite the reference to Microsoft’s search product, Redmond is not involved. Most people will interpret this a second attempt by Yahoo to create a competitor to Google’s […]

  • Data

    'Do Not Track' Dysfunction: Industry, Privacy Advocates Appeal to FTC

    BY //

    Business and consumer privacy interests are flinging letters at the Federal Trade Commission, decrying what they see as shortcomings in the Worldwide Web Consortum’s (W3C) process for setting the browser tech specs for Do-Not-Track.  In recent weeks the agency has received a letter from Republican lawmakers criticizing the standards making process and the FTC’s role […]

  • Agencies

    Samsung Agency Cheil USA on 'Thin Slice' and 'Thick Slice' Data Talent

    BY //

    Tracking agency adoption of data-driven strategies is pretty easy in the media planning sphere. Media agencies partner with trading desks, data platforms, demand side platforms, and others to launch and optimize audience buying programs. With creative and “general” agencies, the adoption curve is more obscure. But if you squint, you can see it. Take Cheil USA, […]

  • Agencies

    Agency Perspectives on the Facebook Exchange

    BY //

    Agency trading desks are understandably eager to ramp up with the Facebook Exchange, which promises to broaden the reach and frequency of their programmatic buying efforts. But right after the FBX launch they weren’t equally able to use it — which has led to some hand wringing. WPP’s Xaxis had a direct seat, while Publicis’s Vivaki […]

  • Social Media

    Facebook Tests Mobile Ad Network

    BY //

    Facebook is rolling out a “small test” of mobile ads on non-Facebook sites, a spokesperson told AdExchanger today. The move is an extension of its current ad sales and serving relationship with Zynga, and the first time the company has signaled interest in combining its data with outside media impressions. Yes, it’s an ad network. […]

  • Social Media

    Unified Makes Long Bet on 'Ad Operating System' for Social

    BY //

    How far into the social marketing story are we? Unified Social is betting this summer’s big acquisitions (Buddy Media, Vitrue, etc) are just the opening volleys, and that the coming years will see the rise of enterprise class social dashboards capable of integrating presence management, paid media, and downstream “earned” media tracking. The company’s Social […]

  • Ad Exchange News

    Rubicon Turns In Report: What RTB Did Over the Summer

    BY //

    Measuring the real time bidding market is a tricky thing, given the still-expanding list of exchanges and sell-side platforms, and the variable inventory available through each. Attempts to encapsulate the space call to mind the Indian proverb about the blind men and the elephant – in which several men touch different parts of the animal […]

  • Ad Exchange News

    Partners Share Results as Facebook Exchange Exits Beta

    BY //

    Facebook today removes the “beta” label from its fledgling real-time-bidding ad exchange (official blog post), and has given its 15 platform partners permission to crow about their early results. And crow they have… Here are two big takeaways from the wave of FBX data coming out this morning: (1) Facebook Exchange dramatically increases the amount […]

  • Agencies

    Can You Build a Brand in Programmatic Media?

    BY //

    The ad industry has moved well past the experimental phase of audience buying. But where programmatic media has proven most effective are still primarily around direct response objectives. Many in the space agree it’s only a matter of time before brand marketers get serious. But is that true? To answer that, we asked three senior […]

  • Ecommerce

    AdMeld's Jason Kelly Joins Berlin DSP Sociomantic Labs

    BY //

    Sociomantic Labs, a two-year-old DSP geared to e-commerce advertisers, has hired Google’s Jason Kelly as CEO. Kelly was the chief revenue officer at AdMeld, prior to that company’s acquisition by Google – and since then he has focused on integrating AdMeld with the Google stack. Berlin-based Sociomantic Labs has grown organically, having accepted no investments […]

  • Ad Exchange News

    Microsoft Sees Seeds of Brand Building in RTB

    BY //

    In the last three years, Microsoft has metamorphosed from a laggard to something of a leader in the exchange-traded media space. After a false start with its AdECN RTB platform, it now puts all, or nearly all, of its non-reserved inventory on its own ad exchange, which is powered by AppNexus. Daniel Sheinberg is senior […]

  • Data

    Datalogix Buys Connection Engine, Offline-to-Online Data Platform

    BY //

    Datalogix has snatched up Connection Engine in a bid to help customers better link their digital marketing efforts to offline sales impact. Connection Engine allows clients to compare the value of customers acquired through multiple digital channels — including website visits, lead gen, email, and display ads. It does so by hashing customer IDs from […]

  • Social Media

    Inside the World of Gokul Rajaram, Facebook's Ad Architect

    BY //

    A job description for Gokul Rajaram might look like this: “Lead ad product strategy for the world’s dominant social media platform. Scale world of mouth marketing in a way that’s relevant to a billion or so users with myriad devices, nationalities, languages, and cultural reference points. Do it in a way that unlocks the spending […]

  • Agencies

    WPP Cuts 2012 Forecast, as U.S. Growth Wobbles

    BY //

    WPP sees a tough environment for the rest of this year and next, and as a result has lowered its forecast for 2012 from anticipated 4% growth to 3.5%. In its mid-year spending report, the holding company says a cyclical spending downturn related to the absence of Olympic games and U.S. elections is a contributing […]

  • Social Media

    Nanigans: Facebook Search Ads Cost Less, Perform Better Than Marketplace Ads

    BY //

    Facebook’s new Sponsored Results search ads became official last week, and early data from Nanigans suggests they may hold a good deal of appeal for performance-driven marketers. Since going live, the sponsored results ads have delivered Nanigans customers 23x higher click rates while costing 78% less than the average cost-per-click commanded by Marketplace Ads. In […]

  • Social Media

    Twitter's 'Certified Products' Lacks Ad Integration, For Now

    BY //

    Is Twitter’s new “Certified Products” program analogous to Facebook’s Preferred Marketing Developer directory, which has become such an important entry point for advertiser demand? Yes and no. Yes, in that both programs aim to create an “approved” list of vendors that can help businesses leverage its platform for marketing, CRM, and other purposes. Also, both offer […]

  • Mobile

    Competitive IQ Vendor WhatRunsWhere Buys Mobile Ad Spy

    BY //

    Tracking a competitor’s online advertising – both creative and media placements – remains an important niche served by both specialist vendors and global research companies. With mobile ad spend rising, the pressure is now on these players to build out ad intelligence tools for the mobile channel. To that end one well-regarded startup, WhatRunsWhere, has […]

  • Ad Networks

    24/7 Media Makes Some Changes in Wake of Ari Bluman's Exit

    BY //

    Here’s some new evidence that digital marketing technology in Europe may be catching up to the U.S. Last week Ari Bluman, North America President at Real Media Group, left for a new job as chief digital investment officer of GroupM N.A. (press release). In the wake of his exit, WPP-owned 24/7 Media has changed the […]

  • Social Media

    Taykey Puts New Spin On 'Real-Time' With Agile Interest Targeting

    BY //

    Taykey does real-time advertising, but not the kind you think. The company builds media plans for its large brand ad clients based on what their target audiences are buzzing about right this instant. Those media plans are executed on Facebook, Google, YouTube, and as of this summer, Twitter. Founded in Israel three years ago, Taykey […]

  • Agencies

    MEC's Bamberger On Audience Buying, Facebook Platform

    BY //

    It was three months ago that Jack Bamberger joined GroupM agency MEC as president, digital for North America. He was in some ways an unusual choice, having far more experience on the media than the agency side. Of his last 20 years, 13 were spent at Time Inc., Meredith Corporation, and Ashton Kutcher’s Katalyst Media. […]

  • Data

    Will Consumers Manage Their Data? Enliken Makes The Case

    BY //

    Every so often a solution bubbles up that aims to give people more control over how their data is leveraged. Several years ago AttentionTrust.org aimed to provide such a service, and the FTC-led Do-Not-Track browser initiative aims to do the same on a much larger scale. But is the world ready for self-administered marketing profiles? […]

  • Research

    Report: RTB Space Gains Steam, Hurdles Remain for Brands

    BY //

    A new Real-Time Bidding buyer’s guide from Econsultancy provides a snapshot of the exchange-traded media landscape, along with an assessment of today’s demand-side platforms, trading desks, and supply-side platforms. Its overall conclusion is that RTB systems are maturing perhaps more quickly than might’ve been expected, though a lack of measurement consistency and other problems may be hindering marketer […]

  • Social Media

    Facebook Exchange Closer to Prime Time, RTB Partner List Grows to 14

    BY //

    Facebook’s nascent real-time bidding marketplace is steadily ramping up. The Facebook Exchange continues to add new RTB partners and may be close to publishing a list of approved Facebook Exchange vendors to its Preferred Marketing Developers directory. The list of approved Exchange RTB partners now includes 14 firms, up from 9 in late June – […]

  • Agencies

    Elevated to Global Role, GroupM's Norman Plans to Ease Vendor Chaos

    BY //

    GroupM has promoted North America CEO  Rob Norman to run its digital kit and kaboodle on a global level. Among his objectives is closer management of dealings between GroupM’s thousands of digital specialists and the spangled array of ad technology partners. The WPP-owned media agency network has never had a Chief Digital Officer before. Speaking […]

  • Mobile

    What the Boom in Mobile Transactions Means For Ads

    BY //

    On its earnings call last month, eBay said its mobile transactions will double this year, to $10 billion – a big number that includes mobile commerce spending for both eBay and PayPal during 2012. “The share of mobile transactions as a percent of our total is growing dramatically,” CFO Robert Swan told analysts. Given this […]

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