Now that upfront negotiations are almost over, the industry appears to have settled back into its default position of being mad at Nielsen – which is likely good news for its currency competitors, but not so great for everyone else in the meantime.
Nielsen’s potential loss of its accreditation by the Media Rating Council as early as this week could fuel greater adoption of alternative measurement currencies that use advanced data and analytics rather than the traditional panel-based surveys the measurement giant is known for. Nielsen has long been accused of undercounting TV viewership. Recently, networks have expressed […]
In 2011, Yum! Brands was struggling to boost slumping sales at Taco Bell. “They had been trying to jolt sales with lowering prices and stuff like that and it really wasn’t working,” said Yum! Brands CMO Ken Muench. Former Yum! Brands CEO Greg Creed, the head of Taco Bell at the time, brought in Collider […]
Five years after a Russian ad fraud scheme that bilked digital advertisers out of more than $7 million was uncovered, self-proclaimed “King of Fraud” Aleksandr Zhukov was convicted last week by a federal jury in Brooklyn. Zhukov, 41, was arrested in Bulgaria in 2018 and extradited to the United States in 2019 for running a […]
Ad tech IPOs are back in fashion as online advertising continues to surge during the ongoing COVID-19 pandemic. In the first quarter of 2021 alone, there were seven ad tech transactions valued at more than $1 billion – double the number of unicorn-level deals that went down in the past few years combined. Public companies […]
In 2016, Heineken USA embarked on a customer data strategy to understand more about its consumers and to help drive brand awareness. Since that time, privacy regulations in Europe, California, Virginia and elsewhere have rolled out, and Apple will soon make IDFA opt-in, likely limiting its use for advertisers. The world’s second-largest beer maker was […]
A week before ViacomCBS rebranded CBS All Access as Paramount Plus on March 4, George Cheeks, president and CEO of CBS Entertainment Group, noted that NFL football in particular will be fundamental to the platform’s growth. “It drives more subscriptions than any other program, and significant engagement too,” Cheeks said during the company’s Feb. 24 […]
OpenAP, a consortium of TV networks that allows advertisers to buy standardized audiences across their inventory, launched its first tech product on Monday, a supply-side platform (SSP). SSPs are a mainstay of digital publisher technology, and now they’re coming into the TV world to help improve the antiquated linear TV ad buying process by adding […]
Enterprise tech giant Oracle said it shut down the largest ad fraud scam in the connected TV space that bilked advertisers and publishers out of $14.5 million in ad spending. Oracle Moat – the company’s business that provides measurement and ad verification solutions across digital and TV – said the fraudsters exploited flaws in CTV […]
Samsung Ads released Tuesday its new TV measurement solution designed to help advertisers to measure the combined impact of linear and streaming TV ad campaigns, as opposed to viewing the data in different silos. General Motors is the first advertiser to use the tool as part of a pilot program, which includes an integration with […]
The force is strong with Disney. The company is leveraging its movie franchises and original content pipeline to hyperdrive a major strategic shift into the DTC market, as it bets big on Disney Plus and its other streaming platforms, including Hulu and ESPN Plus, in the years ahead. Subscribers and content jump to hyperspace In […]
This article is sponsored by TiVo. Pay-TV customers have never had more options. According to a study by Ampere Analysis, streaming content now includes more than 160,000 subscription video-on-demand (SVOD) titles. Nearly one quarter of TV viewers now subscribe to four or more SVOD services. Yet content discovery hasn’t changed much from its cable TV […]
How can a brand take advantage of the 5G revolution today? Actually, that’s a trick question. The next evolution of wireless technology after 4G LTE, 5G-enabled devices won’t be available until at least 2020, despite limited test deployments in large cities and a fair amount of boasting from the big telecom companies. But what will […]
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium. When, at age 18, Anda Gansca left her home in Transylvania, Romania, to study at Stanford, she had two passions: data science and political philosophy. Data science won out, and she went on to launch Knotch, a company […]
The EU’s General Data Protection Regulation (GDPR) is a looming reality set to take effect on May 25, 2018 – and the digital advertising industry is just starting to get woke. But misconceptions about the regulation are pervasive. And despite the substantial amount of work that companies need to do in order to prepare for and […]
Blockchain, an unmodifiable and unbreachable digital ledger, was conceived 10 years ago to support the cryptocurrency bitcoin. But it has since seeped into new categories, jumping from finance to health care and, more recently, digital advertising. It’s doing so with the backing of big companies like IBM and Comcast, as well as smaller startups like […]
When it comes to location-based based data, targeting is the low-hanging fruit. The ripe opportunities center on using location to enhance behavioral profiles and connect online ad exposure with real-world activities. Easier said than done, however. Advertisers and agencies are interested, but the technology is still developing and there’s a fair amount of BS flying […]
It’s illegal to display political ads or messages, solicit supporters, hand out campaign paraphernalia or try to affect voters’ preferences in almost any way once they’re within a roughly 100-foot radius of a polling location. But sophisticated location-based mobile advertising has exposed a loophole in those laws, wherein campaigns target mobile ads to people while […]
Political ad dollars, even more so than brand budgets, have conglomerated around a handful of major players. Of the more than $1 billion analysts predict candidates and super PACs will spend online this election, “half will go to Facebook and Google, Pandora – those are the big ones – and Twitter,” said Jordan Lieberman, politics […]
The last two presidential elections were decided in part by the Democrats’ superior tech and data infrastructure. While the Republicans have since invested in bolstering their own expertise, the Dems believe they still have the upper hand. “Republicans who see our tools still say our solutions are much better than what they have on their […]
Data figured centrally in Barack Obama’s 2008 and 2012 campaign operations. Hillary Clinton is running a similar playbook. Mitt Romney and Ted Cruz both leaned heavily on technology-enabled voter analysis. But Donald Trump isn’t interested in the data-gathering infrastructure many see as a necessary piece of modern presidential campaigning. “I’ve always felt it was overrated,” […]
Blood in the water brings sharks, and high CPMs bring bots. And political spenders, who often outbid brands on targeted inventory, are uniquely vulnerable to digital fraud and bots. “All the ingredients that typically happen for fraud are a part of the political marketplace,” said Mark Schlosser, senior sales director at the ad fraud security […]
While publishers combatting the rise of ad blocking can select from a growing number of vendors who address the issue, many of the available solutions are largely the same. One group of offerings is designed to change user behavior. There are generally four methods: asking users to turn off ad blockers, blocking content when ad […]
Local merchants selling CPG products and home appliances don’t have the resources to prioritize marketing, especially in digital channels. That’s a problem for CPG brands and appliance manufacturers, who know that some of the biggest buys happen in-store. Enter Netsertive, which in 2009 set out to bridge the gap between brands and local distributors. It […]
It’s been a busy 10 months since AdExchanger published its inaugural Marketer’s Guide to Cross-Device Identity. Since then the market has seen significant developments, including technology evolution, merger activity and shots across the bow from government regulators. Below, we pick up where we left off with an important update to our overview of the […]
In an age of banner blindness, nearly every publisher has added a sponsored content offering. Meanwhile, programmatic native is replacing banners and boxes. The programmatic native bucket, which includes Outbrain, TripleLift, Sharethrough, Taboola and Yahoo Gemini, features advertising in the form of article snippets, which look similar to sponsored content teasers. Sponsored content, by contrast, […]
Header bidding has been such a runaway hit for publishers that it’s required the development of a new technology to manage all the partners they want to add. What seems a small change – the addition of a wrapper that organizes buyers as they enter the ad server – further solidifies header bidding’s place […]
Since its launch in 2014, Facebook’s ad network has limited itself to mobile app placements, choosing to avoid working with mobile web properties. Now that’s changing. AdExchanger has learned Facebook Audience Network is one month into a test involving about 10 publishers that would see the ad network’s placements run on mobile web pages. The […]
Influencer marketing found its stride in 2015, and some expect this year will bring it a big step closer to becoming a mature marketing channel. Influencer marketing has established itself as a media category, but “it will become even more important if done in an ordered and manageable way,” said Rob Norman, chief digital officer […]
In the movie “Cube,” a group of strangers find themselves in a labyrinth made of shifting rooms. Sometimes the rooms are safe to enter; other times, they’re rigged with lethal traps. That’s what it feels like for advertisers or publishers trying to navigate the world of ad tech. The promise is great but the […]
