This post is sponsored by Xandr. As the fragmentation of media viewing habits continues unabated, technology platforms must help evolve buying practices to reach interested consumers however they access content. In order to ensure buyers’ unique objectives are met across screens, customization and flexibility are paramount. This summer, AT&T’s Xandr unit introduced Xandr Invest, a […]
Advertising on news content has become a third rail that many brands won’t touch. Hundreds of brands block words like “Trump,” and others use broad keyword blocks that catch innocent articles in the crossfire. Joy Robins dove into this skittish advertiser environment in March, when she started at The Washington Post as chief revenue officer. […]
The Media Rating Council (MRC) released the final version of its cross-platform audience measurement standard on Wednesday – the cherry on top of an eight-year industry effort to produce a framework for video measurement across TV, OTT, desktop and mobile. MRC CEO and executive director George Ivie has joked that the road to get here was […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Divesting Ad Tech News Corp has hired bankers to oversee the potential sale of Unruly, a video SSP the news company acquired four years ago for about $140 million, Sky News reports. Terms of the potential deal are still unknown, but News Corp’s decision […]
The Axios Sports newsletter recently hit a major milestone: 100,000 subscribers, up nearly tenfold in less than nine months. But this is not just growth for growth’s sake, said Ernesto Arrocha, associate director of growth and engagement at Axios, which publishes just under 20 daily and weekly newsletters. Its sports newsletter maintains a 42% open […]
Cookies increase ad prices by a factor of two to three, according to the majority of research – a fact that marketing professor Garrett Johnson wants front and center as the industry weighs decisions about the cookie’s future. So he’s taken to Twitter, chiming in on topics like Google’s recent study that showed a 52% […]
Most mobile user acquisition (UA) managers, like the ones who work at LA-based mobile game studio Jam City, are highly analytical creatures whose job is to dig into the data, analyze ad spend and manually adjust bids. But there’s increasingly less and less for them to do. Facebook and Google are systematically introducing more and […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is by Erik Matlick, CEO and founder at Bombora. Fears about privacy are reaching a fever pitch, as governments, web browsers and media outlets push an idea of deceitful data-gathering practices and possible worst-case scenarios. The problem with the current privacy discourse […]
“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 Adam Schenkel, senior vice president of global commercial development at GumGum. There’s nothing like an existential threat to make allies – or frenemies, at least – out of rivals. The DigiTrust/IAB group, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Turn Google will pay up to $200 million to the Federal Trade Commission to settle an investigation into whether YouTube violated children’s privacy law by targeting ads to minors, Politico reports. The proposed settlement, which has been sent to the Justice Department for […]
The Federal Trade Commission (FTC) is researching the privacy practices of AppNexus, Oath and other advertising subsidiaries owned by broadband companies. The agency is in the midst of examining the privacy policies, procedures and practices of broadband providers as part of an overarching study into how telecom companies are morphing into vertically integrated behemoths that […]
The world’s biggest technology companies have become some of the biggest ad spenders. Although other global brands continue to grow their ad spend at a moderate rate, they don’t benefit from the same incentives as internet brands, which earn as they spend. Legacy categories are hampered by an awkward dynamic: Risk losing digital consumers by […]
The Martin Agency is best known for its iconic creative ideas. Who hasn’t seen the Geico Gecko? But in addition to doing creative work for blue chip clients such as Geico, Oreo and Buffalo Wild Wings, The Martin Agency is transforming into a sophisticated media organization. The creative agency has had media as part of […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rebirth Of The TV Salesman Ad tech firms are hiring their way into TV advertising. The Trade Desk, TripleLift, ZypMedia and Innovid have all made recent hires from companies such as Fox, Viacom and Tegna as they seek to court TV budgets, Business Insider […]
Facebook is changing the way users discover businesses and engage with bots on the platform. In the coming months, Facebook will phase out the Discover tab, one of the portals within Messenger where people can browse Messenger bots, businesses to message and games to play. Released in 2017, the tab was originally posiitoned as one […]
Women hold two-thirds of the student loans in the United States, but they are far less likely to refinance those loans to save money. One possible reason is that ads for loan refinancing use “one note” messaging that doesn’t feel inclusive to women, according to CommonBond creative VP Cara Phillips. CommonBond saw an opportunity to […]
Simulmedia was doing data-driven TV before it was buzzy. Launched in 2009 by ad tech entrepreneur Dave Morgan, the platform is a two-sided marketplace that aggregates supply across national and local TV and facilitates audience-based buying at scale. While linear TV audiences have been on a steady decline over the past few years, the problem […]
“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 Mitchell Reichgut, founder and CEO at Jun Group. Fraudulent ads have long plagued digital advertising, and the industry is finally making serious headway against them. About $5.8 billion in fraud-related losses is […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tied Down By Tie-Ins Netflix does more than Amazon or HBO when it comes to brand tie-ins. “But the tech company, which doesn’t sell ads, is still figuring out how to weave brands into and around its shows and how much it’s willing to […]
Dentsu-owned performance agency iProspect said Wednesday it has acquired independent performance agency MuteSix. Terms of the deal, first reported by The Wall Street Journal, were not disclosed. MuteSix does creative production and performance marketing for direct-to-consumer (DTC) brands, including Theragun, Burst Oral Care and Grunt Style, and enterprise clients such as Petco and Shell. The […]
Amazon’s clean room is … well, not open for business. But it exists! James Hercher and Alison Weissbrot on Tuesday reported on a closed beta test run by Amazon that will give ad buyers access to more of its vaunted data. This week on The Big Story, we’ll see what they uncovered in terms of […]
As a CPG, Diageo is always looking for efficiencies. And as a spirits’ brand, it’s especially vulnerable to brand safety issues. That’s why the beverage giant brought programmatic and social buying in house in North America, a decision that has driven both more control and “a lot of productivity and return,” said Jason Acker, Diageo’s […]
A successful article at HuffPost doesn’t have the most traffic – it has the most traffic from loyal readers with the highest engagement time. HuffPost overhauled its audience strategy last year to super-serve its most faithful readers and increase their numbers. The publisher is also diversifying its revenue through subscriptions. In April, it soft-launched a […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Various complaints argue that RTB is incompatible with the EU’s General Data Protection Regulation and other privacy regulations emerging around the world. Regardless of the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A ’score To Settle Comscore has gone from arguably the best-positioned company to solve television’s cross-channel measurement problem to being mired in executive overhauls and new product builds beleaguered with setbacks. Things looked bright in April 2018, though, when Comscore brought on former 360i […]
Amazon is developing clean room data technology that could improve measurement and data for ad campaigns, according to sources familiar with the product. The idea is similar to other clean room offerings, like Google’s Ads Data Hub (ADH) or Facebook’s enterprise data-sharing service, which enable advertisers to measure campaigns or mingle their first-party data with […]
Two years ago, Neustar was taken private when Golden Gate Capital acquired it for $2.9 billion. Since then, the company has focused its marketing industry offering around three areas: marketing analytics, first-party data services and identity resolution. Many of these capabilities were brought into Neustar through acquisitions of companies like MarketShare, TRUSTID, Aggregate Knowledge 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 Manny Puentes, founder and CEO at Rebel AI. According to the IAB’s Outlook for Data Report, marketers plan to spend more money on data than ever. But just as investment […]
This is not a test: App messaging platform Airship is buying Apptimize, an A/B testing platform that helps mobile marketers rapidly run experiments across apps and sites, including OTT apps. Airship, which rebranded from Urban Airship in April, declined to share terms for the deal, which was announced on Tuesday. But around 20 people from […]
