Commerce

Nielsen Catalina Solutions’ (NCS) original value prop focused on connecting media consumption with in-store sales for CPG brands. But in the past two years, NCS has moved beyond attribution and into building programmatic audience segments. Programmatic targeting is already almost 25% of NCS’ business, with a revenue goal this year between $20 million and $25 […]

Product placements aren’t new, but with the rise of subscription video-on-demand (SVOD) services – and a reduction in cable networks’ commercial loads – branded TV content is primed to take off. That said, it’s hard to credit a sale of a bucket of KFC chicken to Jimmy Kimmel peddling it on his late-night show, so one company […]

Over the past two years, Target has activated its first-party data so that agencies and its vendor partners – brands that sell products in Target’s stores – could use it to inform media buys. Target’s data is applied through a product platform called Guest Access overseen by Kristi Argyilan, Target’s SVP of media, guest engagement […]

Bellwether retailers like Macy’s, Sears and Nordstrom that once anchored US malls never fully recovered from the onset of web-driven ecommerce. Now they’re facing something new that could either be an opportunity to get back in the game or another threat entirely: mobile commerce. Consumers are spending more time on mobile, including on retail app […]

Marketing automation is designed to push out messages, but it hasn’t always been great at incorporating pricing or product information. Datalogix vet Rob Holland recognized that reality when he served as an EVP at the Oracle Data Cloud – and he just jumped to ecommerce marketing startup Bluecore last week to help solve that problem […]

Arun Kumar, global president at Cadreon, will take the stage Jan. 19 to share Cadreon’s full vision for the future at Industry Preview in New York City. Walled gardens are cropping up across the digital ecosystem. “It’s just the way the world is going to be for the foreseeable future,” said Arun Kumar, global president at Cadreon. […]

This is the latest installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with talent from Mindshare, Mediavest | Spark, Razorfish, Essence, INNOCEAN, Clear Channel Outdoor and Placed. Patricio Jaramillo is in a serious relationship with data. “My relationship with my wife is first, and then with data,” the […]

Like its competitors, IBM is acquiring and building a video stack. Instead of focusing on media execution, however, IBM is using Watson and data analytics to improve the relevancy of video content, ads and delivery models. “In ad-supported video, how do you make ultra-targeted ads tailored down to the individual for customer acquisition?” said David Mowrey, […]

Amazon’s ad business is gaining steam. In 2016, the company ramped up its DSP, Amazon Ad Platform, and began to market it more aggressively to holding companies and independent agencies. Then it made a big move this month with the launch of server-side bidding for publishers, a major evolution of its header bidding product that reduces […]

A year ago Pinterest was in the process of winding down its sales and marketing services for all but two partner categories: retail and consumer packaged goods (CPG). But after a year spent working on ad tech product releases – like a CRM match program and an expansion of interest-based targeting – it’s throttling up […]

Amazon’s four-year-old header tag is going server-side, making it among the first header tag solutions to move to the faster, more sustainable setup. Sources briefed on the change described the details of this change to AdExchanger, which Ad Age first reported Thursday. As header bidding has taken off with publishers and more ad tech companies […]

Mobile apps need revenue but have limited screen space on ads. Enter Button, which lets consumers click on an icon to move easily from app to app. It collects fractional fees from its partners, like a toll road connecting different apps. “We continue to see these transactional models embraced in mobile compared to traditional advertising […]

EBay Enterprise alumni unite! When paid search and affiliate network Pepperjam and ecommerce platform Magento partnered in early November, it marked the reunification of two companies from eBay’s now-discontinued eBay Enterprise Marketing business. After the spinoff from eBay, Pepperjam and Magento were each reclaimed by their original owners to operate as standalone entities. “I had […]

Two former Cablevision execs – former COO Kristin Dolan and former media sales President Ben Tatta – are bringing their experience in local TV advertising to the national level. The two formed an audience measurement and analytics firm called 605 earlier this month through an acquisition of Analytics Media Group (AMG), the data and analytics […]

Has performance-based pay finally arrived for agencies? Traditionally, marketing services firms were paid on a set scope of billable hours worked by each employee on an account. But a growing number of advertisers are pushing for more tangible, ROI-based remuneration. The biggest recent example is McDonald’s. The quick-serve advertiser’s RFP process specified that agency compensation […]

Boxed, a bulk shopping startup that competes with Costco and Sam’s Club, wants to woo a younger demographic of shoppers to its version of the wholesale club. The three-year-old company is on a hiring spree and expects revenues to exceed $100 million this year. Now Boxed is dabbling in brand marketing for the first time […]

The No. 1 reason consumers shop online is because it’s convenient, yet online commerce still represents less than 10% of overall sales. “Why isn’t this number higher? It should be higher,” said Ken Cassar, VP and principal analyst at Slice Intelligence, at a New York City event hosted by Rakuten Marketing on Tuesday. According to […]

Walmart’s streaming movie and TV-on-demand service Vudu is rolling out free, ad-supported video. Vudu, which has been priced on a per-transaction, subscription-free basis (like iTunes), has debuted a video-on-demand service called Vudu Movies On Us. Vudu is using Telstra’s video platform subsidiary, Ooyala, to manage video ad delivery and monetization for the service, which has […]

HSN, the broadcast network dedicated to home shoppers, is finding new digital revenue streams to support its core TV business. “We’re a marketing platform for brands we sell,” said Annemarie Frank, HSN’s VP of omnichannel marketing. “A lot of the brands we work with internally and have done well with us are looking for ways […]

By Kelly Liyakasa and James Hercher Criteo’s $250 million, all-cash purchase of retail exchange HookLogic on Tuesday was premeditated. Meaning, the two companies already knew of the other’s capabilities – and a marriage felt right for the future of both ecommerce ad tech companies, said Criteo CEO Eric Eichmann. “We’d been talking to HookLogic for almost […]

French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers. The deal, a $250 million all-cash transaction, gives Criteo a brand new set of customers – including CPG advertisers like Clorox and Kraft. HookLogic’s performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product […]

When Celestial Seasonings first redesigned its iconic packaging last summer to attract more millennial tea drinkers, it didn’t go over well. Although the Boulder, Colo.-based tea brand had invested in promotional and brand marketing to reinforce its new brand look, loyal customers weren’t having it. After engaging in consumer studies – and gathering consumer feedback […]

While consumer interest in augmented reality (AR) has risen and fallen like a tide, retailers and tech vendors see it as more than just a passing fad. Hybris Labs, the retail tech R&D division of SAP, began working on AR products in 2013 after Google Glass debuted, said Hybris Labs team lead Christian Neeb. “There […]

Every retailer that isn’t Amazon is thinking about how not to get crushed by Amazon. “Amazon is taking over retail,” said Oliver Chen, managing director and senior equity research analyst at Cowen and Co., speaking at AdExchanger’s Omni.Digital conference in Chicago on Thursday. Based on its recent research, Cowen is betting that by 2017 Amazon […]

The shopping app Ibotta, which gives users cash back for purchases, has streamlined app-to-app buying. Tech from deep-linking vendor Button now allows Ibotta users to make purchases from apps in Button’s network, which includes Hotels.com, Groupon, Jet and Spring. Ibotta hopes to connect commerce apps into an easy-to-use marketplace. While it’s easy to link and […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Damian Garbaccio, executive vice president at Nielsen Marketing Cloud. We all know that consumer packaged goods (CPG) companies spend a lot on advertising. In the US alone, CPG and consumer […]

Despite Amazon’s legacy as a giant digital walled garden, marketers say it’s in the early stages of a major expansion into an ad platform model. Specifically, Amazon is testing ways to tie together its properties to form a more comprehensive, full-funnel offer, according to multiple sources with knowledge of the early products. Amazon didn’t return […]

Consumer packaged goods companies are going direct-to-consumer, spurred by a desire for greater data governance and less reliance on third-party retailers. As a result, the principles behind shopper marketing, which traditionally centers on in-store promotions, are blurring with brand marketing, which focuses on building brand affinity. “We’ve seen shopper marketing move from this singular approach […]

Peter Horst will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. After decades of focus on TV and print advertising, Hershey’s is “in the early stages of a long, judicious process of building out a data operation and translating our brands to a digital mindset,” according to CMO Peter Horst. AdExchanger spoke with Horst about […]

As one of the largest ultra-low-cost carriers in the US, Spirit Airlines became synonymous with nickel and diming passengers for anything beyond a basic seat. But with a recent CEO change and a planned site relaunch this fall, Spirit is also trying to become more data-driven to improve customer retention and new passenger acquisition. “We’re […]