The reigning paradigm for media exchange – serving free content in exchange for relevant advertising – depends on cookies. With the depreciation of the third-party browser cookie, the infrastructure for the open web will lose its cornerstone, opening digital media to a new era. The opportunity to build a new infrastructure for media exchange has […]
Media buyers often have a tough time finding diverse or minority-owned media companies on major supply-side platforms (SSPs), because those publishers often lack the resources or scale to set up programmatic sales. So diverse or minority-owned publishers get left out of the programmatic opportunity. Programmatic services firm Huddled Masses set out to fix that problem […]
Companies that rely on Apple’s proprietary ad ID are seeking solutions for a post-IDFA world. Although Apple didn’t actually kill it, the IDFA will become opt-in for consumers starting with iOS 14 in September. Without user permission, IDFA tracking will be zeroed out, just like when Limit Ad Tracking is enabled. Some are predicting opt-in […]
Nielsen plans to overhaul its digital measurement methodology to prepare for a future without cookies or mobile ad IDs. The first phase of the overhaul will happen in early 2021, with more stages to follow. Because its product is used as currency in some global markets, the measurement company is giving its customers a heads […]
As the publisher that’s all about comfy, organized homes, recipes, gardening and decorating, Meredith’s content has been especially relevant during the pandemic. But that doesn’t mean the publisher hasn’t experienced its share of disruption, says Meredith SVP of data, ad platforms and monetization Nicole Lesko. Like the rest of the industry, programmatic CPMs bottomed out […]
After acquiring 10 agencies in the last four years (and seven in the last two), marketing services firm LRW Group is rebranding to Material. Material’s acquisition spree began in 2015, with funding from private equity firm Tailwind Capital. Its purchases include full-service agency T3, customer service agency Strativity and market research firm Kelton. CEO Dave […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big-Inbox Retail Verizon Media added a new feature for Yahoo Mail accounts, in partnership with Walmart: inbox shopping. Walmart will have a dedicated banner atop Yahoo inboxes, where users can search for groceries, add them to a cart and purchase without leaving their inbox. […]
Digital agency Jellyfish is sticking with its plans to expand globally, COVID be damned. That agenda was, after all, why it was acquired by the French holding company Fimalac in February. “We don’t want to necessarily exploit the fact that there’s a global pandemic,” said CEO Rob Pierre, “but we certainly think that there’s […]
The video advertising platform SpotX has invested in supply-side ad server SpringServe, the companies said Monday. Terms of the deal were not disclosed. Though the deal is not an outright acquisition, SpotX and SpringServe will collaborate on new features that shared customers can use, said SpotX COO Sean Buckley. SpringServe and SpotX are both supply-side […]
When Google’s DSP DV360 stopped buying on the tech site XDA Developers, revenue dropped 30% overnight. The site soon realized it was on a “shadow blocklist,” where buyers don’t reveal why they stop bidding on a site, to prevent nefarious publishers from skirting the rules. It took almost six months of guesswork and methodical changes […]
“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 Chris Peterson, managing partner at Rain the Growth Agency. Pausing advertising on Facebook can look risky. Facebook has become the marketing lifeblood of a long tail of small businesses while serving […]
Streaming behavior has skyrocketed during the pandemic, and advertisers have been rising to meet that change. “Major catastrophic events don’t change what’s happening, but they do make trends accelerate. OTT was already growing, but it has accelerated so much,” said Lindsey Harju, co-founder of Blinc Digital, a consultancy that advises buyers, sellers and tech companies […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Anti-Antitrust What happens when companies being investigated by the FTC or the DOJ poach staffers for their own defense? Unfortunately, it’s not a hypothetical, writes antitrust economist Hal Singer at The American Prospect. Amazon and Facebook both recently hired staffers from the Senate Judiciary […]
Keith Eadie, VP and GM of Adobe Advertising Cloud and head of product for Adobe Analytics, is a man confident enough to cut his own hair. His wife takes care of the back and the sides, and then “it’s my own doing on top,” Keith jokes from his garage (aka home office). “It’s a little […]
Many brands quickly pulled out-of-home (OOH) campaigns when the country went into lockdown in March. After all, nobody would be outside to see them. That claw back sent OOH prices plummeting across the market. And now that parts of the country are open again, OOH is a steal. In May, direct-to-consumer men’s grooming brand Manscaped […]
The national reopening is a shattered dream, but advertisers may stick it out in the second half of this year. “Even with the significant rise right now in infections, at least as of today we’re not seeing massive pullbacks in national TV advertising … like we saw in March,” Horizon Media CEO Bill Koenigsberg says […]
Netflix will spend less on marketing this year in part due to COVID-19 – but the streaming platform was planning on moving in that direction anyway. “In terms of the march toward less traditional media, we’ve been on that for some time,” said Netflix chief content officer and newly appointed co-CEO Ted Sarandos on the company’s […]
Online sales only accounts for 1% of all used car transactions, but this final frontier of ecommerce got an unexpected boost from the pandemic. And Vroom, an ecommerce platform for used cars, is revving up to catch the attention of consumers who want to buy a car – just not in person. “This crisis has […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, founder and CEO at Media Tradecraft. You may have noticed that as we all face months working at home, some of us took to a more rigorous brand of spring cleaning this year. […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Privacy Trade War The EU struck down the US-EU Privacy Shield, the transatlantic data-sharing framework. More than 5,300 companies, most of them small or medium enterprises, rely on the Privacy Shield, and will now need additional contractual agreements directly with users to continue using […]
Consumers aren’t ready to jet around the world, but they’re getting more comfortable with domestic travel. That’s the verdict from Delta Airline’s earnings this week, which showed “a small but welcome uptick in passenger volume” in Q2, said CEO Ed Bastian on the earnings call. The activity is “being driven almost entirely by domestic leisure […]
As COVID-19 cases spike across America, the joyous reopening is on pause. (Unless you’re Disney World, because apparently the virus has no effect on the land of enchantment and childhood dreams.) But having gone through the initial shutdown in March, brands are more prepared this time around. They’re pulling back on some of the more […]
Media agencies are the No. 1 partner that brands are reviewing as COVID-19 rocks their marketing plans. Sixty-three percent of brands are reevaluating their media agencies, according to AdExchanger’s 2020 industry outlook report. That’s compared to 56% of respondents reassessing their data partners, 44% looking at new measurement partners and just 19% reexamining their relationships […]
During times of crisis, advertisers want to connect with people reading local journalism. Michigan-based healthcare company McLaren Greater Lansing used Gannett’s sponsored content offering to share critical messages during the pandemic with a more nuanced, responsive approach than it could achieve with just banner ads. For example, the health care company noticed many patients were […]
Marketers have historically siloed their known customers from their digital audiences, but that separation prevents brands from reaching consumers throughout their journey. To bridge that gap, IPG-owned Acxiom on Wednesday launched ConneCXions, a suite of solutions and software applications that helps marketers deploy consistent audience definitions, based on Acxiom’s first-party ID graph, across direct and […]
Tubi has been shouting from the rooftops about ad-supported streaming for years, and the market is finally listening. “It’s pretty much understood that [brands] need to match their budgets to where the eyeballs are,” said Tubi’s chief revenue officer Mark Rotblat. But brands aren’t the only ones taking notice of the growing AVOD opportunity. Fox […]
“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 Danilo Tauro, global director of media, tech and data at Procter & Gamble. Is advertising waste being driven by lack of technology, incentives, capabilities or all of the above? To […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Called To Account Snapchat users may finally start to see brands posting organic content. There are 30 brands testing account pages, including Ben & Jerry’s, Target, Tim Hortons and Gucci. The new brand landing pages feature videos, custom AR lenses and a native storefront […]
Apple’s move to make its IDFA only available on an opt-in basis will either set Facebook’s hair on fire or further solidify Facebook’s dominant market position. Depends on who you ask. Those opposing opinions underscore the confusion consuming the mobile ad tech ecosystem as it grapples with the de facto loss of user-level tracking in […]
