The IAB Europe GDPR working group has released for public comment its framework for transmitting user consent data up the supply chain, from publishers to technology companies and marketers. The final version is scheduled to come out mid-April. Read the tech specs. The framework provides standards so that publishers can provide transparency into their data […]
The world’s largest consumer product brands are struggling to grow their US businesses. While some of the challenges are macro-economic, like increased transportation costs, the biggest factor is the growth of retail private-label brands, which can’t be acquired or stamped out like startup competitors. Large CPGs are also adjusting to new direct-to-consumer and ad-heavy startup […]
by Sarah Sluis and Alison Weissbrot Even the most sophisticated marketers need assistance crossing the Lumascape – or just figuring out what the heck to do with all their data. Since AdExchanger wrote its initial Guide to Ad Tech Consultants three years ago, new companies have emerged and those previously featured have added new areas […]
The majority of snowboarding gold medals in the 2018 Winter Olympics were won by competitors in head-to-toe Burton gear, so why do the sports outfitter’s social media pages seem oblivious to the company’s biggest brand event of this half-decade? It’s because the International Olympic Committee (IOC) goes to unmatched lengths to preserve the Olympic’s official […]
Advertisers spent $1.55 billion on The Trade Desk’s platform in 2017, helping the DSP grow its annual revenue 52% to $308 million, the company disclosed in its Q4 2017 earnings report Thursday. Shares increased more than 10% during after-hours trading. The Trade Desk also cleared another milestone, with mobile surpassing desktop display last year for […]
Major brands like AT&T and Bayer are on a crusade to bring transparency back to the digital media supply chain – and are hoping the blockchain-based solutions they’re testing can be an answer. “Who specifically are those tech providers [in the supply chain] and how much of a fee are they assessing to my working […]
TripAdvisor said on its quarterly earnings call Thursday that it is part way through a significant reduction of its online marketing and has stabilized its advertiser auction platform after some buyer exits in the second half of last year cratered prices. TripAdvisor is overhauling its advertising investments due to improved data and attribution, CEO Steve […]
Data providers have embraced an alternative way of buying audience segments: selling data as a percentage of media rather than transacting on CPMs. Instead of buying data at a fixed rate per thousand impressions, a percent-of-media model ties the cost of data to the cost of media. An advertiser, for instance, is unlikely to spend […]
Criteo stock shot up Wednesday morning after the French advertising technology company reported revenues of $674 million in the final quarter of 2017, a 19% gain from the same period the year before, and a 27% jump in gross profits for the year. The Q4 revenue numbers came in at the top end of Criteo’s […]
If 2017 was the year of brand safety and transparency, 2018 is set to be the year GDPR reshapes programmatic marketing. That’s the sentiment of 28 brand marketers and media directors surveyed by the World Federation of Advertisers (WFA) trade group for its “Future of Programmatic Media” report published Friday. The brands represented collectively spend […]
