Media agencies, especially those owned by big holding companies, have always relied on economies of scale to get the best pricing for clients. While scale is still important in a digital world, agencies are finding strategy is a better value proposition for brands trying to make sense of data and technology and apply it to […]
The United States and United Kingdom are dominating in programmatic innovation, but Germany could be the next big player in the space, according to a study released Thursday from the World Federation of Advertisers (WFA). The WFA analyzed 13 countries with significant ad markets. The group looked at programmatic spend per capita, amount of private […]
“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 Ric Elert, president at Conversant. A problem that haunts the industry is too much of an emphasis is still being placed on technology and not enough focus is placed on […]
Dailymotion has been hard at work during the last 18 months. The video-sharing company has built its own ad tech stack, including a programmatic platform, which it had wanted to build since 2013. A few key changes helped redirect Dailymotion’s course over the last few years. In 2015, French media conglomerate Vivendi purchased an 80% […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pokémon Still Going The waves of fans and news coverage that accompanied the launch of “Pokémon Go” in 2016 have receded, but the app is proving the immense revenue staying power of a hit mobile game. “Pokémon Go”’s revenue in November reached $80 million, […]
From 7 pm to 7:45 pm on Tuesday, publishers saw mysterious yellow 300×250 ads blanket their sites. Paying CPMs north of $20, the yellow square ad elbowed out other buyers with its big spending. Hourly revenue spiked many times over publishers’ normal averages. Then it disappeared. Turns out, the yellow ad appeared across the United […]
What’s a coco de mer? A double coconut, which is what Martin Sorrell is cultivating with S4. The holding company he once described as a peanut grew into a coconut – also his description – when it acquired MediaMonks in June. With its second acquisition with MightyHive on Tuesday, the coconut has doubled up. From […]
Will privacy legislation be the death of the third-party data ecosystem? Not according to the IAB Data Center of Excellence. Marketers are on tap to spend $19.2 billion on third-party audience data as well as technology and solutions to manage, process and analyze all that data, according to a joint IAB/Winterberry Group report released Wednesday. […]
Revcontent named Omar Nicola as its new CEO Wednesday, replacing co-founder John Lemp in the top role. One of his first orders of business has been making further layoffs at a company whose employee count is around 80, down from a reported peak of 150 when it appeared on the Inc. list of fastest-growing companies […]
Mobile performance marketers who work with multiple ad partners spend less to acquire users. A growth marketer who works with five or fewer media sources pays an average of $3.58 per install, according to a report released Wednesday by mobile marketing analytics company Singular. But upping the number of media sources from five to six […]
Forrester tried to acquire SiriusDecisions, a B2B market research and analytics firm, five years ago, so closing a $245 million deal for the company last week felt like a natural step. But SiriusDecisions was the third acquisition in the past half-year for Forrester, which historically buys a company every three years or so, said founder […]
Swedish podcast advertising and distribution platform Acast raised $35 million in a Series C funding round from a group of European investors. The latest round, announced Wednesday, brings the company’s total funding to $67 million. Acast, which operates in eight countries, will use the funds to expand into new and non-English speaking markets and develop […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. There is a question that has increasingly surfaced in conversations with agencies and demand-side platforms recently, which seems almost retro at first: “What […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. With Friends Like These … Netflix will be there for you – but it won’t come cheap. The streaming service will pay around $100 million to AT&T’s WarnerMedia in order to retain rights to reruns of the TV show “Friends” in 2019, reports The […]
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. Michael Provenzano’s first startup was perfectly timed. Along with his cofounders, he developed one of the industry’s first demand-side platforms, Invite Media, and sold it to Google three years later in one of the most notable deals in the early days of programmatic. His second startup, […]
After weeks of speculation, S4 Capital said Tuesday it will merge with programmatic agency MightyHive. S4, launched by former WPP CEO Martin Sorrell, will pay $150 million for MightyHive. The agency’s revenues grew 129% at a compound annual growth rate between 2015 and 2017. Revenues for the first nine months of 2018 were $40.7 million, […]
When Brooks embarked on an initiative to organize its data last year, it was ready to sprint. But a year into the project, the running shoe brand was still nowhere near the finish line. “It was just going so slowly,” said Mark McKelvey, the company’s VP of information technology. Granted, Brooks had a lot of […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Belinda J. Smith, global head of media at Electronic Arts. Over the past year or so we’ve seen every indication that in-housing will have as much staying power as “The Year of Mobile” – which enjoyed its […]
Find Your Brand Voice Voice strategies are table stakes for some brands as voice-activated devices proliferate in US homes. Despite little to no advertising opportunities on voice platforms yet, marketers are establishing their presence in the new media environment, The New York Times reports. Some brands are betting big now on voice SEO to ensure […]
Over a year before the FBI brought down 3ve’s human creators, the ad industry rolled out ads.txt, an anti-domain spoofing standard that slowly throttled the botnet. 3ve visited spoofed domains and sold fake traffic to publishers and, when it was active, was responsible for 1% to 2% of all bid requests, according to Google product […]
Martin Sorrell’s S4 Capital said Monday it is in advanced talks to acquire programmatic marketing agency MightyHive, five months after it paid $350 million for digital production agency MediaMonks. MightyHive is valued at up to $200 million and brings in $25 million in annual revenue, according to Financial Times. Sorrell launched S4 in April after […]
About seven years ago, DSPs that pitched marketers directly risked losing massive agency contracts. But today, as more marketers influence technology decisions and take programmatic contracts in-house, DSPs are freer to go after brands directly. Even The Trade Desk, which built a $6 billion business by pledging its allegiance to agencies, has signed more than […]
GroupM and Magna both released global advertising spend forecasts Monday with very different findings. GroupM lowered its ad spend growth forecast for this year from 4.5% to 4.3%, reaching $543 billion. Magna, which measured 2018 in retrospect, said global ad spend grew by a record 7.2% this year to $552 billion. GroupM revised its 2019 […]
Shorting Ads Verizon is inching away from the grand advertising ambitions it once had for Oath. The ad unit has a new chief, Guru Gowrappan, following Tim Armstrong’s departure in September, and Verizon CEO Hans Vestberg, who took over in August, is more interested in network infrastructure than media. And after failing to meet ad […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ryan Christiansen, co-founder and CEO at Ntooitive Digital. The ability to track and effectively target consumer actions has never been more essential to marketers seeking to unleash the power of cross-platform digital advertising. With […]
After a protracted, year-long alpha period, the IAB Tech Lab has released the specs in beta for the app version of its Ads.txt initiative to reduce counterfeit ad inventory. The App-ads.txt hold-up was caused by app stores dragging their heels on providing support for the Tech Lab’s preferred solution of using metadata tags – essentially […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, vice president of programmatic strategy at Intermarkets. In a recent podcast, Chris Kane explained three ways that buyers navigate the complex programmatic supply landscape. The hardest: direct-to-publisher integrations. Some of the biggest names in media […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sell Me A Story YouTube is expanding its Stories feature to all creators with over 10,000 followers. YouTube Stories launched last year as “Reels” and was only available to select creators. Now, in an effort to capture some of the traffic that its creators […]
AT&T’s ad tech unit Xandr has big hopes for TV advertising, but the company said Thursday during an analyst call that it’s also going to be heavily involved in powering online ads. “You will continue to see Xandr media business outpace the television market in 2019,” Xandr CEO Brian Lesser told investors. “And now what […]
