With a background in the performance marketing space with companies that included ClickHype and Linkbucks.com, YellowHammer Media Group’s Hagan Major is well aware of the intricacies of the performance ad network model. And now that the model has been transformed with audience buying across exchanges – though direct-to-publisher deals still exist – Major and his […]
Chad Little is on to his fourth act in the digital ad space with a company he launched this fall called adhesive. Online advertising has always been about stickiness, and with adhesive, Little is working on solving the problems with display and direct response advertising he began addressing with his last company FetchBack. That company […]
“In the Netherlands we have a horrible privacy law. It requires us to ask for explicit consent before we can collect data or use cookies. That’s partly our fault. I think the US ad industry should really take a stand and inform both politicians and consumers.” -Kim Van Der Zande, Chief Strategy Officer of FlxOne, […]
AppNexus can be a tough company to draw a bead on. First, it’s not public and so isn’t required to disclose revenues, profits, or cash on hand. Second, it functions as a marketplace intermediary, sitting between media buyer and seller, and sometimes between other intermediaries. As such it’s not directly measured by the likes of […]
Nate Silver’s perfect forecast of the electoral map outcome in yesterday’s presidential election has created a stir in digital marketing circles almost as much as it has in political and publishing ones — and it’s easy to see why. There’s a comfortable analogy here for the media ecosystem. Just as Silver — via the New York Times’ […]
While AOL’s Q3 growth was surely a welcome sign to patient investors, the fact that it has continued to come from its third party network and search ad deal with Google could be a long term problem. During a call with analysts, CEO Tim Armstrong acknowledged several times that the “traditional” display model of ad […]
Of the presidential contenders, President Obama’s reelection campaign has adopted the more broad-based display ad strategy in the campaign’s final two months. In analysis shared with AdExchanger, analytics firm Moat finds Obama’s campaign placed 10x the volume of display ads that Romney’s did, an estimate that is consistent with FEC data on Obama’s digital ad […]
If war is too important to leave to generals, then content optimization is too crucial to leave to editorial teams. That’s the animating idea behind this week’s acquisition of digital content analyzer JumpTime by display ad server and publisher-facing exchange OpenX. OpenX has been steadily building its supply-side platform. But the concept of determining how […]
The burning issues affecting digital advertising these days can be boiled down to handful of recurring themes: ad effectiveness and verification; “Do Not Track” and relevance; and whether social media extends a publisher’s content distribution — or merely fragments it. Given that video is a highly engaging form of media and easily trackable (via completion […]
Video music site Vevo is ready to try real-time bidding as an option to augment its direct sales. The three-year-old company, a joint venture managed by record labels Sony Music and Universal Music Group along with Abu Dhabi Media, is working with digital video sales platform Adap.tv on setting up the private exchange. In part, […]
