Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Verizon’s Ad Tech Burrito Verizon Oath, consisting of its merged AOL–Yahoo group, may be a formidable contender to the Facebook–Google duopoly. But for now Oath is a messy cocktail of nonintegrated and overlapping ad tech acquisitions within the two legacy companies, reports Yuyu Chen at Digiday. […]
Burger King’s stunt to activate Google’s Home device with a 15-second TV spot is the first deliberate attempt by a brand to tie paid media with voice-activated search, raising questions about how brands should approach advertising on smart home devices. On Wednesday, the quick-serve restaurant ran a commercial in which an employee asks, “Okay, Google, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snap And Mortar Snap is helping brick-and-mortar brands measure how well their Snapchat campaigns drive in-store traffic. The new “Snap to Store” metrics product ties foot traffic to media impressions within seven days of a store visit. A marketer can also compare those visits to Snapchat […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Slow Loading Some publishers are pulling back from Facebook’s Instant Articles, Digiday reports. The New York Times, Hearst, Forbes and Quartz gave various reasons for ditching the product (e.g., disappointing ad yield or that it harmed subscriptions). Facebook is trying to win publishers back with call-to-action […]
As consumers went mobile, cookie-based data management platforms (DMP) like BlueKai – now Oracle Data Cloud – had to figure out a new data strategy. Oracle Data Cloud, which employs 1,000 people, hooks into multiple digital and TV platforms to differentiate its DMP offering. “We’ve really worked to have reach and meaningful scale through partnerships […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Fast Forward YouTube TV launched last week with a DVR-like recording feature allowing users to store an unlimited number of shows. But for many major TV shows the service prevents ad skipping, in deference to YouTube’s cable network partners (who use the same policy with their […]
Within a year of its launch, Omnicom Media Group’s (OMG) third agency, Hearts & Science, was running two of the world’s largest media accounts. This feat is made more impressive in that when OMG pitched for one of those accounts, Procter & Gamble, Hearts & Science didn’t even exist. “We had to hire 300 people […]
In 2015, Gannett started using a free tool from ShareThis to optimize Facebook posts by testing more than one headline or image at a time. Since then the tool has significantly supported two goals: improving Gannett’s engagement on Facebook and driving audiences to USA Today sites such as sports property FTW. “This allows us to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Baby Steps Facebook is exposing some new data for ad measurement. ”For example, it will let marketers track the order in which users see their ads and how many ads were viewed in a campaign,” writes Cory Weinberg at The Information. Then new data points are […]
Broadcast networks Turner, Fox and Viacom have chosen Accenture to host and verify OpenAP, an audience platform that standardizes segments and measurement across their networks, the companies announced at a Friday event in New York City. When the three networks first announced OpenAP in March, they were adamant about backing it up with third-party measurement […]
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, […]
Exchanges, including Rubicon Project, charge publishers a fee for providing access to their ad inventory. But many publishers don’t realize that most supply-side platforms also charge a fee to buyers. That lack of transparency so incensed The Guardian that it sued Rubicon Project on Tuesday to recover undisclosed buyer fees, as Business Insider first reported […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Monitoring Preferred GroupM hopes to quell brands’ YouTube panic by partnering with OpenSlate, which analyzes individual YouTube videos and scores them for quality and brand safety. The solution is exclusively available to GroupM agencies and will open YouTube ads to third-party measurement for the first time, […]
As advertisers yank spend from YouTube and Google Display Network due to brand safety concerns, premium publishers see an opportunity. These pubs have long complained that audience-based buying devalues the context they provide – context they claim ensures brand safety. “Marketers are recognizing in a blunt force way the difference between a platform and publisher,” […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Publisher Plaintiff The Guardian is suing Rubicon Project for not disclosing fees it charged advertisers on programmatic buys, Lara O’Reilly reports for Business Insider. While The Guardian takes its claim to High Court with hopes of a refund in the “single-digit millions,” Rubicon maintains the fees […]
Dish’s streaming TV service, Sling TV, which reportedly topped 1 million subscribers last fall, is now focused on monetizing its audience cross-platform. Connecting the pipes for programmatic monetization across Sling TV, Dish and Dish Anywhere didn’t happen overnight, but Adam Lowy, GM of advanced TV, said years of work are paying off. Dish has been “quietly […]
More than 1,700 publishers belong to the Local Media Consortium (LMC), and not all of them are experts on programmatic. The organization, which operates a local news ad exchange and negotiates technology deals for its members, counts massive publishing groups like Scripps, McClatchy and Tronc as its members, along with single papers like The Seattle […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Thumb On The Scale Digital media has a scale problem. Only a handful of publishers, including BuzzFeed, Vice, Vox, Refinery29, Huffington Post and Bleacher Report, have done $100 million or more per year, which Digiday calls “the arbitrary mark of a ‘scaled’ media company.” With limited […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Subscrips On Deck Twitter’s TweetDeck analytics and management service is sending out feelers about a paid subscription. “A subscription business could offer Twitter a vital new revenue stream at a time when its advertising revenue has been in decline,” writes The Verge. It’s not an unprecedented […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Getting To The Next Level WeChat owner Tencent is gaining ground against Facebook. Monthly active users (MAUs) grew 28% year over year to 889 million, the holding company said during its earnings report this week. In contrast, Facebook MAUs grew 17% in 2016 to 1.86 billion. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Trigger Warning Google’s brand safety backlash leapt the pond Wednesday when telco giants AT&T and Verizon both said they will pull advertising from YouTube and the Google Display Network, according to reports. What’s going on? Some see a classic case of negotiating leverage. While Havas UK […]
