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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

  • Ad Networks

    What Would a Facebook Ad Network Look Like?

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    Facebook is keeping the door open to an ad network. Its recently updated Data Use Policy says, “We may serve ads, including those with social context (or serve just social context), on other sites.” But “may” doesn’t equal “will.” In conversations with AdExchanger, Facebook observers place bets on if and when Facebook will launch an […]

  • Online Advertising

    Wenda Harris Millard on Ross Levinsohn, Yahoo’s Future, and Revisiting ‘Pork Bellies’

    BY //

    Once the head of Yahoo’s sales efforts, Wenda Harris Millard is now president and COO of MedialLink, a strategic advisor to media, ad tech, and Fortune 100 companies. In this interview she talks with AdExchanger about Yahoo’s prospects under Ross Levinsohn, and how her view of exchange-traded media has evolved since her famously divisive “pork […]

  • Agencies

    Lanctot on Longtuo: Publicis Groupe Scoops Up Beijing E-Commerce Marketer

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    It’s early days for audience-based media buying in China, but e-commerce spending is already huge and has the potential to outstrip the U.S. by 2015, per Forrester (paid report). To prepare for this future Publicis Groupe has acquired 12-year-old digital marketer Longtuo (release). The Beijing-based firm serves the e-retail needs of marketers like 360buy, Kohler, […]

  • Analysts

    Pivotal's Brian Wieser on Agency Prospects: The More Things Change…

    BY //

    Both the following are true: It’s a brave new world for holding companies. New competitors, fee structures, and technology requirements are forcing change to the old service models. The fundamentals of agency groups are as strong as they were before the digital disruption. Tech fragmentation is helping rather than hurting. At the Association of National […]

  • Advertiser

    At ANA Conference, Holding Co Desk CEOs Pledge Alignment With Agencies

    BY //

    Holding company trading desks are moving to embed their capabilities locally within operating agencies, rather than operating entirely from a remote corporate hub. Speaking at the Association of National Advertisers’ financial management conference today in Boca Raton, Florida, the heads of WPP‘s Xaxis and Interpublic Group‘s Mediabrands Audience Platform acknowledged client fears about mandates and […]

  • Ad Networks

    What Counts as ‘Scale’ in Hyperlocal? Mobile Ad Players Weigh In

    BY //

    Is hyperlocal inventory getting easier to come by? The rate of smartphone ownership in the U.S. (106 million as of March, by comScore’s count) suggests yes, but many say it’s still tough to amass significant reach for highly geotargeted campaigns. AdExchanger tapped several companies that are focused on this problem to answer the question, “What […]

  • Ad Networks

    EBay Raises Stakes in Mobile and Local Ads With PayPal Media Network

    BY //

    Since its was acquired by eBay just over a year ago, mobile and local ad net Where Ads has been busy integrating with its parent’s sprawling platforms. It’s a big job with a big potential payoff. In addition to eBay itself, those platforms include PayPal; Milo, which indexes local store inventory; barcode scanning app RedLaser; […]

  • Creative

    Pepsi Campaign to Inject 'Real-Time' Creative Into Display, DOOH Ads

    BY //

    Pepsi’s new global campaign, “Live for Now,” is all about immediacy, or as its creators would have it, “the excitement of now.” So it seems fitting that the effort’s main digital ingredient is a cascade of recent Pepsi-themed tweets, brand-created content, and miscellaneous scraps of trending content. For now this interactive experience, known as Pepsi […]

  • Research

    Pure Play Wins the Day as Forrester Ranks Attribution Vendors

    BY //

    Pure-play firms reign supreme in a new Forrester evaluation of attribution vendors, released this morning. After ranking eight vendors – a blend of specialized firms and large analytics companies with attribution on the menu – the researcher placed the one-note singers at the front of the choir. All five specialists – Visual iQ, Adometry, ClearSaleing, […]

  • Agencies

    Data at Digitaria; CEO Dan Khabie Talks Creative Analytics

    BY //

    Last week, JWT announced it would rebrand its Minneapolis office to become part of Digitaria’s growing network. The Minneapolis outpost is a dedicated digital operation with clients including UnitedHealth Group. San Diego-based Digitaria was founded as a digital design firm in 1997 but has extended to website development, search, analytics, and even digital product invention […]

  • Agencies

    How Hispanic Digital Agency Media 8 Got Started With Biddable Display Ads

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    Miami-based Media 8 is one of a growing number of indie digital shops to dabble in programmatic ad buying. Since mid-2011 the Hispanic and travel-focused agency has brought exchange-traded display media to clients including General Mills and Dish Latino. It has done so courtesy of a relationship with trading desk partner Accordant Media, which provides a […]

  • Data

    Acxiom Looks to Data Viz; Q&A With New Product Chief Mui And CEO Howe

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    Little Rock, Ark.-based Acxiom is the original data management platform. The 42-year-old company has arguably done more than anyone to blend online and offline data sources – for instance by helping automakers compile leads from their own branded sites, car research sites, dealer walk-ins, and other sources. Customers in financial services, media, CPG, and tech, […]

  • Comic

    AdExchanger: New Data Released On Ad Spend

    BY //

    A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

  • Online Advertising

    IAB: 2011 Online Ad Spend Hit $31 Billion, as Display Trailed Search

    BY //

    Display failed to close the gap with search in 2011, according to the Interactive Advertising Bureau’s full-year ad spending report, released today (full report). Both categories grew dramatically during the year, but search spending clearly has the bigger head of steam, says the IAB and research partner PricewaterhouseCoopers. PwC estimates search revenues totaled $14.8 billion […]

  • Online Advertising

    In Grab For Brand Dollars, AOL Baits Hook With Nielsen’s Online GRP

    BY //

    Depending who you ask, momentum for an online GRP measurement standard is either the best answer the online video business has to unlocking billions of TV ad dollars or it’s a menacing hand from the past come to smother web video metrics in the cradle. The latest major player, and first publisher of size, to […]

  • Online Advertising

    Google to Support 'Viewable Impressions' and Online GRPs

    BY //

    Google has upped the ante in display ad measurement with products in two categories that appear to be gaining traction with large brand advertisers. The new technologies enable campaign reporting based on “viewable” impressions and GRPs, and are baked into DoubleClick’s ad management suite as part of a new product initiative called Brand Activate. The […]

  • Agencies

    New President Kurt Unkel Talks Vivaki’s Future

    BY //

    Vivaki’s Nerve Center may have been the brainchild of Curt Hecht, but Kurt Unkel has done as much as anyone to help make it a reality. Unkel, who has worked for Hecht for more than a decade, will now run Publicis’s automated media buying unit as president in the wake of his boss’s departure for […]

  • Ad Networks

    Google Click Prices Continue Slide in Q1; YouTube ‘Anchors’ Many Big Brand Campaigns

    BY //

    Google’s average click costs slipped further in the first quarter (see the release), continuing a decline that has pleased advertisers and alarmed some investors. Aggregate paid clicks, including both on Google’s sites and its network partners, grew 39 percent over Q1 2011 and 7 percent over the previous quarter.  As it did, average cost-per-click fell […]

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