Three auction clearinghouses have come to dominate digital advertising: Prebid, Google open bidding (formerly known as exchange bidding) and Amazon Publisher Services’ Transparent Ad Marketplace (TAM). With the rise of header bidding, publishers needed a way to have multiple exchanges bid against each other in real time. Prebid launched in 2015 as an independent 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 Alessandro De Zanche, an audience and data strategy consultant. Companies’ user data ownership is dead, but we may have not fully realized and accepted it yet. How will privacy trends […]
Twelve years after launching Demandbase, CEO and founder Chris Golec will move into a chief strategy officer role. Chief Revenue Officer Gabe Rogol will become CEO and join the board. Rogol joined Demandbase, a B2B account-based marketing vendor, in 2012 to lead its go-to-market sales strategy. He will use his skills in operations, execution and […]
Facebook is allowing advertisers to whitelist content as part of an overall improvement to the brand-safety controls on the platform. Brands can use the controls, still in alpha, to create whitelists of publishers for in-stream video and Facebook Audience Network. “Whitelists have been a request for advertisers for some time,” said Carolyn Everson, Facebook’s VP […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Automating Influence Influencer marketing is going programmatic. As marketers work with more micro-influencers, social accounts with smaller followings but specific interests, they need technology to scale. Scores of influencer platforms that promise to do just that have popped up in recent years, as marketers […]
“AdExchanger Politics” is a regular column tracking developments in the 2020 political campaign cycle. Today’s column is written by Mark Jablonowski, managing partner at DSPolitical. Twitter CEO Jack Dorsey recently announced that his social media platform would no longer allow political advertising. It was a move cheered on by prominent Democrats from Hillary Clinton to […]
Newly-minted Comscore CEO Bill Livek’s top challenge is also his first order of business. “It’s not easy communicating that all of the bad stuff that happened in the past is, well, in the past,” said Livek, who took over as chief exec in early November from interim CEO Dale Fuller. Livek helmed Rentrak for nearly […]
Google’s $3 billion acquisition of the DoubleClick ad server business in 2007 was a massive home run. But today, privacy regulations and changes to digital advertising have transformed Google’s ad tech unit. Google’s original vision for DoubleClick, to combine tech with automation, is still a recipe for scale, because it minimizes hands-on service, said Clint Tasset, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. China Who? TikTok wants to distance itself from its Chinese ownership as it faces scrutiny from US lawmakers and regulators. Its senior-most executive, Alex Zhu, gave an interview to The New York Times, dismissing concerns that the social app could help China spy on […]
The IAB Tech Lab released the first version of technical specs on Monday that publishers and ad tech companies can use to start complying with the California Consumer Privacy Act (CCPA) while transacting via real-time bidding. The Interactive Advertising Bureau sought public comments for a draft of the compliance framework over a two-week period from […]
Kinesso, the data and technology unit IPG launched in October, announced the formation of a Digital Responsibility Practice on Monday. The group will be led by Sheila Colclasure, a 20-year Acxiom vet who was most recently SVP of global public policy at LiveRamp. In her new role, Colclasure will help Kinesso technologists, data scientists and […]
Ad networks are on the outs in the desktop world, but they still have a stranglehold on the mobile app ecosystem. That’s beginning to change, though. Mobile app publishers are transacting more of their impressions through programmatic auctions in a setup that mimics header bidding on desktop. The momentum has been growing over the past […]
“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 Linda Dupree, CEO at NCSolutions. When I started in this industry, advertising was like an unwanted houseguest. TV spots barged into our homes, stealing time from favorite shows. Ads slipped through […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. MPlatform No More GroupM is disbanding mPlatform, the unit it launched in 2016 to centralize client access to data and technology across its agencies. Newly minted CEO Christian Juhl wants to create more consistency across the group’s four media agencies, and the mPlatform brand […]
Jack Dorsey was clearly enjoying himself when we tweeted at the end of October about Twitter’s plan to ban political advertising on the platform. But Twitter released its guidelines on Friday for what that will mean in practice, and although Twitter’s policy, which is set to go into effect on Nov. 22, does what it […]
If Instagram permanently removes public likes – a test that went global Thursday – it will greatly impact the influencer marketing industry by forcing influencers to embrace more sophisticated marketing metrics. Marketers will push even harder to evaluate influencers based on clicks, view-through rates and swipe-up engagements with stories, said Daniel Schotland, chief operating officer […]
Amazon introduced a new way for its cloud customers to buy and use third-party data with the launch of the AWS Data Exchange on Thursday. There are about 90 data companies as launch partners, including PlaceIQ, Epsilon, Acxiom and Foursquare. Unlike data marketplaces such as those operated by The Trade Desk, Oracle or LiveRamp, the […]
There’s a reason Facebook doesn’t provide granular brand safety controls for news feed – it doesn’t think they’re necessary. “We don’t believe ad adjacency matters in certain environments … and we designed the platform with that in mind,” said Erik Geisler, Facebook’s director of North American agency partnerships, speaking Thursday at 614 Group’s Brand Safety Summit […]
“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 Myles Younger, senior director of marketing at MightyHive. Much of the handwringing over how to handle opt-outs under the California Consumer Privacy Act (CCPA) and similar legislation is simply wasted energy. […]
Up until last year, TripAdvisor primarily sold to travel advertisers and online travel agencies. But that’s changing out of necessity. TripAdvisor’s core hotel ad business has declined as Google encroaches on its hotel research-and-booking revenue with its own planning tools. In TripAdvisor’s most recent earnings report, revenue from hotel ads shrank 14%. So the 20-year-old company is pitching nonendemic […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Walmart At Your Self-Service Walmart Media Group will roll out a self-serve ad platform and API in early 2020, Business Insider reports. The retail giant sees an opportunity to model an advertising business after Amazon, with the ability to bid programmatically for ad space […]
Beginning in February, Google will no longer include contextual content categories – content identifiers such as “sports,” “news” or “weather” – in bid requests to ad buyers, the company said Thursday. Google cited privacy concerns as the reason for the change, since contextual categories exposed in a bid request can be appended to individual profiles, […]
Everyone has an opinion about the death of the cookie, especially the ones who have something to sell. That something could be a product that will help alleviate the pain of the cookie going away, or targeted media that relies heavily on cookies. It’s hard to get a straight answer, and as Sarah Sluis and […]
Red Antler, the agency known for creating brands such as Casper, Allbirds and Brandless, launched a performance agency on Thursday called Good Moose. Good Moose debuts with a team of 12 and performance marketing capabilities across search, social, programmatic and ecommerce. Daniel Romano, Red Antler’s head of performance marketing, will lead the agency as CEO. […]
The B2B marketing platform Octane11, the first company incubated by MathCapital, a venture fund backed by MediaMath CEO Joe Zawadzki and ad tech vet Eric Franchi, launched on Thursday. Dan Rosenberg, Octane11 founder and CEO, developed strong feelings about B2B mar tech vendors and where there were unmet needs in the market from his time […]
You can’t swing a cat these days without hitting a customer data platform. On Thursday, Adobe made the CDP capabilities within Adobe Experience Platform generally available after a roughly five-month beta period. Earlier this week, Microsoft got vocal about its new CDP offering, and Salesforce, whose CDP is still in beta, has multiple CDP-related sessions […]
MDC Partners is the latest holding company to place its programmatic, search and social talent into a team that spans across its media network, MDC Media Partners. The group, which doesn’t have a name, was announced internally on Thursday and contains roughly 100 experts across biddable media and digital planning from agencies Assembly, Unique Influence […]
“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 Jake Moskowitz, head of Emodo Institute and host of FIVE – The 5G Podcast for Marketers. 5G was designed to enable a more connected world. The next-gen mobile network takes connectivity […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Strong Cards Cardlytics shares jumped almost 40% on Wednesday, pushing its market cap above $1 billion. The company partners with banks to create cash-back offers – so banking app users can be served promotional deals, and the discount is credited by the bank when […]
