Ad Exchange News

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Back In The Mix Google debuted a marketing mix modeling (MMM) partner program yesterday. It’s an easy-to-miss and important addition to Google’s measurement platform. The self-evident benefits of multitouch attribution (MTA) have failed to overcome last-click in large part because MTA fails to capture macroeconomic or […]

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Six months ago, Dentsu officially closed on its $1.5 billion acquisition of CRM and digital media agency Merkle. The post-deal integration is “a story with two plots,” according to John Lee, Merkle’s chief product and data officer. The first plot is a straightforward portfolio […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Welcome To The Jungle Amazon has become a legitimate threat to Google and Facebook in the media space. In a note to investors, BMO Capital Markets analyst Dan Salmon raised his price target for Amazon from $900 to $1,200 and said it will take significant market […]

B2B advertisers historically have been slower to adopt programmatic than their B2C brethren. That lag is because B2B was mostly marketed through a company’s owned properties, lead forms or offline events. The market for B2B exchange data also wasn’t very robust. But as B2B publishers expand their programmatic offerings and the buy side adopts more […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Performance Abides There’s a large population of performance-minded marketers for whom the industrywide debate on measurement equivalency doesn’t resonate. “They’re less hung up on whether they pay for five seconds of screen time or 10 seconds, or how their ad efforts compare with TV campaigns. They just […]

While about 80% of engagement with sponsored content on LinkedIn now happens on mobile, marketers had a hard time influencing the final conversion on that channel. So LinkedIn expanded its native ad arsenal on Tuesday by launching lead-gen ads, which aim to reduce friction with lead-gen forms and improve marketers’ mobile conversions. Although it sounds […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Safe At Any Speed? In separate media interviews, Google Chief Business Officer Philipp Schindler pushes two narratives: (1) The problem of ads running next to hate speech is tiny (“very very very small numbers,” Schindler tells Recode), and (2) Google has the tech to fix it. […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Better Safe Than Sorry Omnicom has implemented new brand safety checks to vet YouTube videos for hateful content. The tool uses automated scanning and human oversight to score and whitelist content on the platform. Like WPP, which last week announced a YouTube brand safety deal with […]

Apple’s big iOS update last year created large amounts of new media inventory, which the company is monetizing through a big ad deal with NBCUniversal and direct relationships with publishers. Now the mobile platform giant is opening the gates to outside measurement of its ad impressions, AdExchanger has learned. Through its sales agreement with NBCUniversal, Apple […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Chasing Safety In addition to pulling its ads from YouTube, as many big brands have done in recent days, JPMorgan Chase also culled the number of sites where it runs ads from 400,000 to just 5,000, The New York Times reports. According to CMO Kristin Lemkau, […]