Last week’s PROGRAMMATIC I/O delivered many interesting discussions, and one of them revolved around transparency in bidding on an exchange. What if you had sufficient transparency on every impression’s auction, such that all buy-side participants bidding in an auction (even bidding “lurkers” or non-bidders) were revealed? Who would care about this data and why? Hold […]
On paper, the combination of Henrique de Castro, Yahoo’s chief operating officer, Brian Silver, the former Travel Ad Network CEO who became Yahoo’s VP of ad platforms over a year ago, and AOL Networks CEO Ned Brody — who just resigned from that post — as head of ad sales for Yahoo North America, sounds perfect. […]
As Mozilla’s Firefox joins Microsoft’s Internet Explorer in rejecting third party cookies by default, it’s very likely that winning bid prices for real-time bidding will continue a decline Casale Media began noticing in the second half of last year. According to Casale Media‘s quarterly index, there appeared to be a small drop in the percentage […]
Thank you to all of our PROGRAMMATIC I/O attendees and sponsors including Title sponsors [x+1] and Google’s DoubleClick. Stay tuned for details on the next PROGRAMMATIC I/O in New York City on September 16.
In some ways, “Local” holds the same allure and mystery of “Mobile” for the digital ad ecosystem. How can they be unlocked through automated, advertising strategies? For both, aggregation of demand through display ad networks has been the automated answer – i.e. solutions like Google’s AdWords/AdSense. That’s great for indirect sales, or smaller websites without […]
Online ad fraud bubbled up in a big way last month, after London-based Spider.io published details of a botnet responsible for generating billions of illegitimate impressions per month. The sites that are selling allegedly non-viewable impressions from the Chameleon botnet are not widely recognized brands. Reports have identified Alphabird and DigiMogul as among the site […]
As CMO for Adobe, Ann Lewnes is in a unique position: “a marketer marketing to marketers.” But that, she says, gives her an advantage in understanding the company’s target audience. Lewnes sat down with AdExchanger at the Adobe Summit earlier this month to talk not just about the new Marketing Cloud from Adobe, but also about […]
Digital ad pros would like to ask for your help with “Madison Avenue Rebuilds Staten Island” (MARSI) taking place on April 16 at The Ainsworth in New York City. Join the Facebook page. Staten Island natives John Nitti of Zenith Optimedia, Mark Mannino of Amazon and Undertone’s Eric Franchi have taken up the cause of […]
With yesterday’s news that Yahoo had bought yet another mobile technology company, it’s no secret where Yahoo is going. Low mobile CPMs of today be damned. The Yahoo of tomorrow, and years from now, begins with the seeds of a mobile strategy. That seems to be the “top line” from Yahoo HQ and its CEO […]
Ad management services provider Marin Software became the latest private tech company to go public, and it’s first day of trading on Friday was indisputably positive for executives behind the decision. Now, of course, comes the hard part: getting to profitability and managing expectations along the way. In a conversation with AdExchanger a few hours […]
Google’s is taking its time adding features from supply side platform AdMeld, acquired nearly two years ago, to its DoubleClick Ad Exchange. Doing so is an ongoing process, Neal Mohan, VP for display advertising products, told AdExchanger in a discussion of Google’s attempts to broaden its appeal to brand-name publishers and big-spending marketers. This week, the company […]
The growth of Real-Time Bidding (RTB) has created a paradox for those trying to root out ad quality issues of all kinds. On the one hand, the rise of viewability measurement and the relatively small number of scaled RTB marketplaces has made it easier to identify and police worthless impressions. But it’s also easier for […]
Mozilla’s move to stop third-party cookie tracking in the latest version of its Firefox browser – echoing Apple’s Safari browser attributes – has attracted wide attention across the advertising industry. And no wonder – Mozilla’s Firefox has about a 23% share among consumers in the browser market. AdExchanger reached out to a selection of […]
Back in December, Operative founder Lorne Brown reclaimed the CEO role at online ad sales software management company. He replaced Mike Leo, tapped for the post back in 2004. The New York company is working on serving the largely untapped mid-market and smaller publishers and while looking to sharpen its position as an alternative to […]
Resistance to Mozilla’s proposed blocking of third-party cookies got a boost yesterday from the IAB. The trade organization released a statement from president and CEO Randall Rothenberg opposing Mozilla’s plan, and an online FAQ about the situation for those who may want to learn more. In late February, Mozilla announced that for Firefox version 22, […]
What did marketers take away from the Adobe Digital Marketing Summit in Salt Lake City last week? Below we recap some keynotes, breakout sessions, and broad themes from the conference. The Wednesday evening general session, featuring a conversation between Federated Media’s John Battelle and Twitter’s Adam Bain, garnered a lot of buzz online (AdExchanger story). During the […]
While the Wednesday morning keynote at the Adobe Digital Marketing Summit focused on a mega-demo of the new Adobe Marketing Cloud, the Thursday session took a big picture view, with NASCAR, adventure seeker Felix Baumgartner, NBC Sports, and Khan Academy sharing stories of challenges overcome and lessons learned. Taking Risks Baumgartner, who jumped from the edge of […]
More than 5,000 people from 27 countries came together in Salt Lake City for the annual Adobe Digital Marketing Summit, where they have heard about Adobe’s latest news from top executives, seen how clients and brands from a wide range of industries leverage these tools, and discussed trends and challenges facing marketers today. The Last Millisecond: In Marketing […]
At its 2013 Digital Marketing Summit in Salt Lake City, Adobe Systems announced an upgrade to its digital advertising and analytics platform. And it debuted a new, socially enhanced user interface and mobile capabilities for the Adobe Marketing Cloud. The company’s Media Optimizer, a cross-channel ad management platform, will be available in two versions: standard […]
TV has a tenacious grip on media budgets, and so it makes sense to place the boob tube at the center of attribution models. Anyway, that’s where attribution pure play Convertro is placing its bets. “Clients want to know how to spend money better, where to spend money to make money,” CEO Jeff Zwelling tells […]
In his first high profile appearance since jumping from Google to Yahoo, Henrique De Castro, the portal’s COO, took the stage on the second and final day of the Interactive Advertising Bureau’s Annual Leadership Meeting to showcase the company’s vision under his fellow ex-Googler, CEO Marissa Mayer. The content vision, as demonstrated by the new […]
Mozilla’s Firefox browser will have a new cookie policy when its release 22 comes out later this year. The new patch, developed by privacy advocate Jonathan Mayer, will allow first-party cookies, but block third-party cookies. “The new cookie policy is intended to better conform to user privacy expectations and preferences,” Mayer said in an email […]
One of the vestiges of cheap, low-quality ads has been the “pop under” format often employed by travel search engines which would produce multiple mini-browser windows for airfares and hotel rates. In the last quarter, TripAdvisor began moving away from pop-unders in favor of Google-like “meta search” results for its display ad partners in the […]
AOL Advertising has hired former MediaMath marketing executive Marta Martinez to the newly-created position of Head of Sales Strategy & Operations. With AOL’s mixed display results the past few quarters — third party network dollars continue to surge, while spending on “premium” owned & operated properties strive to be better than flat — the company […]
Publishers, marketers and agency executives are still talking about native advertising, whether it’s to say it’s hype, hope, old wine in a new bottle, or some combination. We spoke with interactive shop veteran Adam Kleinberg, CEO of San Francisco’s Traction, about the headaches and opportunities associated with native ads and whether this model can stand […]
Despite the benefits of RTB, ads purchased through direct sales still have the highest quality when it comes to viewability and potential risks, according to data from Integral Ad Science. In its 2012 Semiannual Review for Q3 and Q4 2012, Integral, previously known as AdSafe, showcased data related to its new TRAQ Score, a quality […]
ValueClick CEO John Giuliani was harder on the company’s Q4 2012 performance than the analysts on the company’s earnings call. Though revenues rose a decent 14 percent to nearly $200 million for the period, it was quite a difference from Q4 2011’s 42% gains, which were largely driven by the addition of Giuliani’s previous company, […]
Yesterday we reported that OpenX had abruptly shut down its OnRamp ad server after a major malware attack. At the time the company did not say when, or if, the open source ad server would be back online. In an update this morning, OpenX makes clear that OnRamp will never serve another ad. OpenX attempted […]
Has OpenX’s open source ad server been hacked to death? After a serious attack on Saturday, OpenX abruptly pulled the plug on the OnRamp product yesterday, leaving customers scrambling to find new ad servers and reconstruct insertion orders. OpenX announced the shutdown this morning in a retroactive forum post, and offered little comfort to existing […]
AOL’s mix of challenges and improvements to its ad business was clearly represented in its Q4 earnings last Friday. U.S. display revenues slipped 3%, dampening AOL’s triumphal announcement that companywide revenues returned to the plus side after eight long years. AOL CEO Tim Armstrong surveyed the company’s Q4 earnings in an interview on Friday, conceding […]
