Publishers want to control their header bidding – especially in light of Google Ad Manager’s changing rules and proprietary header bidding wrappers giving preference to their own demand. To serve this need, Rubicon Project built Demand Manager, tech that sits on top of the open-source wrapper Prebid. In addition to analytics and a rich UI […]
OpenX is testing a platform called OpenAudience that lets advertisers buy using its identity graph, which includes access to unique data from its publishers. It plans to makes its identity graph-enabled buying generally available in Q3. This announcement is unusual in that exchanges like OpenX usually do not offer identity graphs that connect audience data […]
Facebook set aside $3 billion for a potential FTC fine, the company revealed Wednesday when it announced its first quarter earnings. Facebook estimates the fine, which stems from its privacy practices, could range from $3 billion to $5 billion. “We are focused on building out our privacy-focused vision for the future of social networking and […]
Snap is seeing a nice bump from performance advertisers. The platform said Tuesday that its revenues from direct-response buyers doubled over the past year, although it did not break out a figure. Total revenue grew 39% year over year to $320 million, beating analyst expectations of $307 million. Snap’s success with performance advertisers is driven […]
Twitter is angling for its sliver of the performance advertising pie dominated by Facebook and Google. A top priority for the Twitter revenue team this year is to work on enhancing its Mobile App Promotion product, the company’s answer to app install ads. The opportunity is ripe, CFO Ned Segal told investors during an earnings […]
While most DSPs let marketers increase or decrease bids based on factors like time of day, Beeswax is upgrading that idea with a product that lets buyers optimize bids based on up to 40 factors from the bid requests. Bid Models, which graduated from beta Wednesday, uses multivariate bidding algorithms to help marketers find “pockets” […]
Traditionally, a company like TIBCO, which sells integration and analytics software, thrives on events and field sales, where company reps can explain its products in person. But client buying habits have changed, even in the world of complex B2B solutions. “We heard from customers that they were spending more time online learning about products before […]
Snap teased an audience extension product called Snapchat Audience Network in early April, but the offering is still being baked and the beta likely won’t open until some point this summer. So, advertisers have to wait to find out how targeting will work outside of the Snapchat platform, what data will be available and what […]
Waze is navigating toward programmatic. The traffic and navigation app owned by Google said Wednesday it has made its Zero-speed Takeover ad unit available programmatically in Display & Video 360 (formerly known as DoubleClick Bid Manager). The unit shows up as a banner ad at the bottom of the screen when a driver stops their […]
Google is doing more to help companies connect, manage, secure and analyze ever-growing amounts of data. At its Google Cloud Next conference in San Francisco, the company unveiled a raft of announcements over the last two days (the event officially runs April 9-11), including new open-source integrations, more AI capabilities and product-development partnerships with large […]
Story updated to include a comment from Snap. Snapchat is on track to lose US users for the first time this year, according to eMarketer, thanks in part to continued aftershocks from its disastrous 2018 redesign. And Snap’s loss could be Instagram’s gain. Monthly users are set to decrease 2.8% year over year at Snapchat […]
Sens. Mark Warner, D-VA, and Deb Fischer, R-NE, introduced a bipartisan bill on Tuesday that would prohibit large internet companies like Google and Facebook from using deceptive design practices known as “dark patterns” that subtly manipulate users into sharing their personal data. Click here to read the bill in full. Dark patterns enable companies to […]
IBM is bowing out of mar tech and offloading its marketing cloud assets – for the second time. Competition from the other scaled marketing players was fierce and Big Blue’s heart hasn’t been in it for a while. Last week, IBM entered into a definitive agreement to sell its marketing platform and commerce software to private […]
Reddit’s advertising revenue is a speck on the duopoly’s windshield, but it’s growing fast, albeit from a small base. The company’s US net ad revenue is set to hit $119 million this year, up from $76.9 million in 2018, giving Reddit a 0.1% share of the US digital ad market, according to an eMarketer forecast […]
Pinterest filing its S-1 late last week makes it the last of the social media walled gardens to go public. The OG Facebook might still be in a class of its own, but Pinterest bears comparison to Snap, which filed its S-1 in 2017, and Twitter, which filed a lifetime ago in 2013. Notably, while […]
LinkedIn is rolling out lookalike audiences following a beta testing period that began late last year, the company said Wednesday. Advertisers could already create matched audiences – basically, LinkedIn’s answer to custom audiences – built from a list of target contacts or accounts. The addition of lookalike audiences is a good look for a platform […]
How much ad revenue does Facebook lose out on when its platforms go on the fritz? More than you probably make in a year … or 50. On Thursday and Friday, Facebook experienced what was reportedly the longest partial global outage in the company’s history. For around 14 hours, some users had trouble accessing or […]
Google’s move to create unified, first-price auctions for publishers using Google Ad Manager doesn’t just change the auction type. It impacts pricing, header bidding, publisher floors and how publishers see AdWords demand. Under the new rules, all exchanges will bid for an impression at the same time, and Google will lose the “last look” it […]
There are only around 2.5 million weddings in the United States every year – yet more than 30 million people are planning a wedding on Pinterest at any given time. “That means there’s a lot of planning being done long before a wedding ever happens,” said Jon Kaplan, who joined Pinterest in 2016 as global head […]
Big Tech can’t catch a break in DC … actually, scratch that. If Sen. Elizabeth Warren, D-MA, is elected to the White House in 2020, she’s got a plan to break up Amazon, Google, Facebook and Apple. And her proposal specifically targets Google’s ad platform business. On Friday, the Democratic presidential candidate laid out how her […]
Branded content is a priority for Instagram in 2019 – but measurement is seriously lacking. “That’s one of the things I wish you guys would work on,” said Edlynne Laryea, director for global Neutrogena digital transformation and sustainability, speaking at an Instagram media event Tuesday. Although Instagram claims that 68% of its users choose to interact […]
On Monday, Pinterest introed a tool to help retailers automatically ingest their online product catalogs as pins, including up-to-date pricing and stock info. Advertisers can then take the additional step to promote their product pins as targeted shopping ads, which are now available via self-serve after a prolonged beta that started last year. Similar functionality […]
Video ad platform Ooyala is slowly being disassembled and sold piece by piece. On Thursday, Ooyala revealed it had sold its online video platform to Brightcove for $15 million. The deal is expected to close in mid-2019. Brightcove, founded in 2004, provides a similar cloud-based video distribution solution as Ooyala. Its clients include Acorn TV, […]
Facebook CFO David Wehner recently told investors that even if the economy falters, Facebook’s ability to measure advertising returns is its saving grace. Will the same hold true for small- to mid-sized marketers? AdExchanger called on several analysts and senior marketers to get their take. On the whole, they agreed SMBs will continue to buy […]
The amount of online media with audience data attached is shrinking, thanks to Apple, which now blocks third-party cookies in Safari, and GDPR, which requires user consent to show personalized ads. But when advertising cookies are missing, marketers have limited, costly alternatives. Some demand-side platforms (DSPs) don’t offer any contextual buying. Or buyers must pay […]
Twitter’s got a new metric for Wall Street to chew on – monetizable daily active users (MDAU) – and something to hide: the fact that monthly active user growth is on the decline. Starting this quarter, Twitter will report the number of logged-in users it’s actually able to make money on rather than what CFO Ned Segal […]
Supply-path optimization (SPO) lets buyers find the best way to access the inventory they want. But the next stage of SPO is emerging, where buyers will negotiate with exchanges to create their own low-fee paths to supply. In that spirit, the agency Goodway Group and the exchange PubMatic inked a deal Wednesday where PubMatic will […]
Snap is no longer losing users. For the third consecutive quarter, Snap managed to stave user decline. Its Q4 daily active users clocked in at 186 million, which was flat sequentially but a slight year-over-year dip from 187 million. And advertisers are still spending on the platform. Q4 revenue grew 36% to $390 million, while […]
Facebook is getting beaten up by a punishing news cycle – but, for its part, it’s beating the street. The stock surged more than 17% in after-hours trading on Wednesday. Revenue for the fourth quarter clocked in at $16.91 billion, a 30.4% year-over-year (YoY) increase. Nearly all of that – $16.64 billion – was thanks […]
Apple actually mentioned the word “advertising” on its earnings call. Although hardware isn’t going anywhere, Apple’s services business, which includes search ads in the App Store, is becoming increasingly meaningful to the company’s bottom line. “Services are scaling quickly,” Apple CFO Luca Maestri told investors on Tuesday. Although iPhone sales were weak during the holiday […]
