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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

  • Social Media

    In Test, Facebook Lets Advertisers Target Non-Fans In The News Feed

    BY //

    Facebook is trying out a new ad placement that lets advertisers build the reach of ads in the news feed – the most visible real estate for its sponsored ad units. In what’s being called “a very small test,” Page owners will be able to promote posts to Facebook users who are not fans of […]

  • Social Media

    A Chat With Blinq Media, Apple of Gannett's Eye

    BY //

    As TechCrunch reported last week, Gannett may acquire social marketing platform Blinq Media for approximately $92 million. What will it get for its money? The short answer: a nice slice of Facebook marketing spend. Blinq Media is a marquee vendor in Facebook’s Preferred Marketing Developer program, holding badges in both the Ads API and Insights categories. This […]

  • Data

    VivaKi AOD Gets 'Pre-Bid' Access to comScore Verification Data

    BY //

    Getting so-called “pre-bid” data feeds from ad verification companies is becoming commonplace for ad networks and DSPs. As the name suggests, “pre-bid” verification screens out impressions at the server level prior to bidding, saving money on ad space that is either unacceptable to the buyer or not in view. So far agency trading desks don’t […]

  • Data

    Nielsen's New 'TV Viewing' Segments Are Supported by MediaMath

    BY //

    Yesterday we covered a new segmentation capability from Nielsen that lets digital ad buyers reach web users based on their boob tube viewing patterns. (Read it) One thing we didn’t mention was MediaMath’s involvement in the new offering. In a story published today, Multichannel News notes Nielsen will use the demand-side platform to overlap view […]

  • Online Advertising

    Nielsen Rolls Out 'TV Viewing' Segments for Online

    BY //

    A new Nielsen targeting product aims to let advertisers buy online audiences based on their TV consumption patterns. It’s an extension of what the measurement firm has already done linking CPG purchase data to online media, and another mile marker on Nielsen’s road map for a digital media marketplace geared to the needs of broadcast […]

  • Ad Exchange News

    Analyst: RTB Will Be 34% of Display Revenues in Five Years

    BY //

    It’s become a truism in programmatic media circles that the bulk of the world’s ad space will eventually be traded in real time, regardless of channel. It’s less clear how long this global RTB takeover might take, though in the display category at least we’re getting closer to an answer. A new report from Parks […]

  • Agencies

    More Clients Take a 'Facebook Pause,' Says 360i's Belsky

    BY //

    Dentsu-owned 360i is well known for “earned” and social media strategies, but about half its revenue comes from paid media billings, search, and analytics. The agency has solved complex data problems for the likes of Capital One, J.C. Penney, and NBC Universal, and it’s positioning for a future of ballooning analytics requirements. EVP Jared Belsky […]

  • Mobile

    As Mobile App Marketing Gets Pricy, Apsalar Looks Past Installs

    BY //

    App marketing is often about incentivizing downloads, with little thought given to post-installation engagement. For obvious reasons that’s not workable for free or “freemium” app developers who make their money after the install. Apsalar is trying to address this. The two-year-old firm began with a mobile analytics platform that later became the foundation for a […]

  • Data

    How WPP's Acceleration Brings Consulting to Digital Ad Tech

    BY //

    Earlier this month WPP bought a majority stake in Acceleration, a 13-year-old consulting and services firm that helps marketers and publishers implement digital ad technology. (press release) The company employs 148 marketing technologists in London, New York, Buenos Aires, Cape Town, Dubai, and Johannesburg. AdExchanger spoke with Cameron Hulett, who leads Acceleration’s consulting and sales […]

  • Mobile

    Ralph Lauren Re-Ups With NYT for Rich iPad Ad Experience

    BY //

    Polo Ralph Lauren is one of The New York Times’ most loyal ad customers. A regular in the print paper, on the website, and increasingly in mobile as well, it’s proven willing to follow its media partner into uncharted waters and to spend big on premium digital ad space. The latest example is a sponsorship […]

  • Advertiser

    La Quinta Inns: Mobile Branding Still Evolving

    BY //

    La Quinta Inns & Suites is pragmatic about digital media, using it largely as a DR vehicle to drive bookings while spending on broadcast for reach and branding. Mobile is no different. A newish mobile app and website, created by Definition 6, lets guests book a room in four screens on a smartphone. The strategy […]

  • Analytics

    DoubleClick Ad Tracking Now Allowed on Facebook

    BY //

    Facebook has certified DoubleClick for ad impression tracking, ending an unofficial policy against Google technologies on its platform. Sources tell AdExchanger Facebook’s decision went into effect in the last two weeks. It’s undoubtedly good news for DoubleClick and its customers, who will now be able to track and attribute Facebook campaign impressions alongside their other […]

  • Social Media

    Google to Buy Wildfire for $250M. What Will Facebook Do?

    BY //

    Socially persistent Google will buy Wildfire Interactive for approximately $25o million. The deal comes just a few months after Google reportedly sniffed around Wildfire competitor Buddy Media, before Buddy sold to Salesforce. (Read Google’s blog post) The deal hasn’t closed  but sources tell AdExchanger that Google doesn’t expect the need for regulatory review and hopes to finalize things […]

  • Advertiser

    The Meaning of Joel Ewanick

    BY //

    Joel Ewanick, GM’s ousted chief marketing officer, was a good story while he lasted. For ad publications, chief marketing officers are the most important people in the business. The ultimate arbiters of change in media, they — collectively and individually — can make or break a media partner or a new technology platform. They have […]

  • Mobile

    How Free Texting App Pinger Plays the Monetization Game

    BY //

    Free text and calling app Pinger is the biggest mobile app you’ve never heard of. In December 2011, ComScore rated it third in daily usage minutes among iOS apps, ahead of Facebook and Twitter, and fifth in device installs. It’s backed by Kleiner Perkins Caufield & Byers, which has a knack for picking winners with […]

  • Data

    BlueKai Taps Montreal Firm Datacratic For 'Lookalike' Predictive Modeling

    BY //

    On its surface, a new relationship between BlueKai and Canadian ad startup Datacratic resembles many other data partnerships in the real-time bidding space. BlueKai will use Datacratic to bring a new “look-a-like” modeling capability to its platform. The DMP’s customers can augment already-live campaigns with more reach by comparing the attributes of converters to identify […]

  • Social Media

    Facing Investors, Facebook Defends Cautious Stance With Newsfeed Ads

    BY //

    Mark Zuckerberg and Sheryl Sandberg are still riding above the fray. For all the talk about Facebook’s new Wall Street masters, about its inevitable kowtowing to advertisers, about its bummer of an IPO and its withering stock price, the overall impression made by its first earnings call (story) was  of a company largely indifferent to […]

  • Ad Exchange News

    Facebook's Q2 Ad Revenue Near $1B, Growth Decelerates

    BY //

    Facebook disclosed Q2 ad revenues of $992 million in its first quarterly earnings report, with cash from ads making up 84% of its total haul. Revenue growth was 28% year over year, a deceleration from Q1 when revenue grew 45%. Facebook is darn close to the billion user mark, with Monthly Active Users at 955 […]

  • Ad Networks

    New Mobile, Affiliate Units at CPX Interactive Aim to Capture Fragmented Spend

    BY //

    CPX Interactive was founded and long run as a traditional ad network business, but it wants to be known for multi-channel advertising — a la ValueClick. So it’s breaking out its channel offerings into branded divisions, starting with mobile and affiliate ads. Its new mobile network, Moversa, is three months old but already contributes 5% […]

  • Social Media

    Facebook's Q2: What Wall Street Wants, What Advertisers Want

    BY //

    As Facebook hosts its first quarterly earnings call tomorrow after market close, investors will be looking at a range of health indicators. Among them are user engagement (daily, monthly), monetization of mobile, and ad pricing. The bar is lower than might have been expected pre-IPO, with some analysts forecasting decelerated growth in Q2  — owing partly […]

  • Email

    Listrak Q&A: Helping Online Retailers Contend With Amazon's Email Engine

    BY //

    Boring? Maybe, but email remains a powerful channel for online retailers. As a means to reactivate latent customers and shopping cart abandoners, it’s hard to argue display, affiliate, or even search is more effective. But the bar is getting higher in the space, thanks in part to Amazon’s email retargeting platform.  Enter Listrak, whose Lifecycle […]

  • Social Media

    Upcast Social Brings Facebook Ads API to Europe

    BY //

    Upcast Social is a London-based marketing firm specializing in managing Facebook campaigns. It was one of the early companies to be certified as a preferred marketing developer (PMD) for the Facebook Ads API. AdExchanger spoke with CEO Jim Brigden and Client Services Director Josh Wallin. AdExchanger: What’s the origin story for Upcast Social? JB: Upcast […]

  • Data

    Adometry Zigs, Visual IQ Zags on Facebook Attribution

    BY //

    When it comes to attribution modeling on the Facebook platform, there’s more than one way to skin a cat. Last week, Adometry became the first pure play attribution vendor to get certified under Facebook’s ad tracking requirements (AdExchanger story). But not all of its competitors see approval of their ad tags as an important step […]

  • Agencies

    Mindshare's Tough Love: Ad Partners Have 7 Days to Perform

    BY //

    WPP-owned Mindshare has a lot of love for its digital ad partners, but it’s tough love — especially on the first date. For one client, new ad networks, data providers, and other platforms must prove their worth within a week of testing. “Every test partner for this client has seven days to perform, and if […]

  • Analysts

    Google's Q2: Proving YouTube ROI, Mobile Mania, Enter Motorola

    BY //

    Google offered very little that was new on the display business during its second quarter earnings call, and analysts didn’t press for details. Instead they hammered execs with questions on the newly acquired Motorola business and mobile search monetization. But a handful of details do jump out with links to display and video ads… During […]

  • Advertiser

    GroupM Global Ad Forecast: "Not a Single Country Where Digital Is Negative"

    BY //

    Internet advertising is growing everywhere  – even in economically bedraggled countries like Greece and Spain. So says GroupM in its new global report looking at measured media spend in 70 countries. The surge comes amid lower than expected growth in overall measured ad spend, both globally and in the U.S. Futures director Adam Smith spoke […]

  • Social Media

    Facebook Opens Gate to Attribution Firms, Grants Adometry Certification

    BY //

    Facebook is gradually opening up to third party ad vendors, including ad tracking companies. Its list of certified tracking partners includes Atlas, Mediamind and Pointroll. Until today, none of them was exclusively focused on the burgeoning niche of attribution management. That changes with the certification of pure play Adometry’s tags for the Facebook platform. Customers […]

  • Social Media

    ANA Marketers Question 'Likes,' But 96% Use Facebook Channel

    BY //

    Social popularity metrics are losing fans on the client side, suggests a new survey of Association of National Advertisers members. In its “Digital/Social Media Survey” of 224 client-side marketers, the ANA notes “Facebook ‘likes’ or Twitter ‘re-tweets’ fell to the bottom of the list” of preferred metrics, with just 30 percent and 39 percent of […]

  • Social Media

    As Facebook Automates Premium Ads, Marketers See Impact On Price

    BY //

    Late last week Facebook released Premium Ad inventory to its self-serve and Ads API channels. By doing so, it intends to relieve the burden of selling these ad types solely from its direct sales force and make them more widely available. But the eventual impact of the move could be more complicated. For instance, from […]

  • Mobile

    Mobile Startup Placed Aspires To Be 'ComScore For Location Data'

    BY //

    Carriers, devices and regulation – mobile targeting today can be a speed bump for marketers and publishers who drive to address or create scalable audiences. Placed founder and CEO David Shim believes understanding location data is the key to mobile targeting and Placed’s analytics will help open it up as location becomes the new web […]

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