“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jaclyn Stewart, senior director of strategy at The 614 Group. Many publishers today are wrestling with whether they should decouple their data from their impressions. Do they want to help advertisers understand their audiences […]
“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 Alexei Chemenda, chief revenue officer for apps and managing director, US, at Adikteev. Most marketers use return on ad spend (ROAS) as the benchmark for their retargeting campaigns. The problem […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Onboarder Offloaded? Acxiom is shopping LiveRamp, a linchpin of data-driven advertising, Mike Shields reports for Business Insider. LiveRamp, the strongest player in the data-onboarder category, would have many suitors, with marketing tech giants like Adobe, Oracle, Salesforce and IBM likely to make a bid. […]
Just because someone doesn’t have a smartphone doesn’t mean she doesn’t need shampoo. But reaching her with the right message on mobile is a knotty challenge, as P&G Indonesia learned while developing a media plan to promote the launch of a new anti-dandruff shampoo from Pantene. Indonesia is a nation comprised of thousands of islands […]
“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 Maciej Zawadziński, CEO at Clearcode. It seems like the General Data Protection Regulation (GDPR) leaves marketers with only one choice: Comply with the new law and say goodbye to our […]
The podcast industry is growing, and audio giants want a piece of it. Twenty-six percent of Americans listen to podcasts every month. These people are young and well-educated and have higher-than average household incomes, according to Edison Research. They’re also loyal and engaged, on average consuming seven podcasts per week. Ad dollars are following. Last […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Mike Rosen, executive vice president of advanced advertising and platform sales at NBCUniversal Media. Much has been written about the erosion of transparency and trust in the advertising ecosystem. The result is an existential […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Network To Get Work Turner President David Levy gave an impassioned call for television advertisers to embrace audience targeting and abandon the Nielsen currency standard at the broadcaster’s upfront presentation on Wednesday. Nielsen’s metric “no longer fully captures how to successfully measure an audience […]
This isn’t a test: Data-driven TV planning is finally having its moment. About 15-17% of advertisers in the US already regularly include addressable or advanced TV buys in their media plans, according to a joint Forrester/Association of National Advertisers survey of 126 ANA members released Wednesday. An additional 20-30% of advertisers plan to start dipping […]
“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 Taylor West, general manager, North America, at Zeotap. The eyes may be the mirror to the soul, but your smartphone is the mirror to everything else about you. In the […]
Intuit’s three properties, Quickbooks, TurboTax and Mint, are well-known to business professionals and consumers. Yet only 1% of customers used all three products – and Intuit itself was relatively unknown, with just 6% awareness in the US, said global marketing director Lauren Stafford Webb. Intuit wanted to message customers that its three products works better […]
After purchasing programmatic audio platform AdsWizz in March, Pandora has become a force in the market. In February, Pandora began beta testing a private marketplace for video and audio. It also offers display inventory on the open exchange. As it jumps into programmatic, it’s training and staffing its 300-plus sales employees to become experts across […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sorrell Speaks Martin Sorrell had plenty on his mind as he took the stage at Luma Partners’ DMS conference on Tuesday, so much so that moderator Terry Kawaja could hardly get a word in. Sorrell’s most surprising comments were on Amazon’s ad business. He […]
Publishers like to pretend that consumers can’t live without content – but if 95% of media brands disappeared tomorrow, no one would care, said Rafat Ali, CEO and founder of travel publisher Skift, at LUMA’s Digital Media Summit in New York City on Tuesday. Despite the value media people ascribe to the importance of what they […]
There was a time when the yogurt company Chobani had to track its digital marketing activity vendor by vendor. But last October, it put out an RFP to consolidate its activity with a marketing cloud. “One of the benefits with a marketing cloud is it gives us a holistic picture of all of our digital […]
Telaria – the company formerly known as Tremor Video – has expanded its video supply-side platform (SSP) to a full stack with a decisioning engine, analytics and advanced-TV ad server, the company said Tuesday. The suite, called Video Management Platform (VMP), was made generally available Tuesday and has a handful of beta clients numbering in […]
“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 Ryan Eney, director, legal, at OpenX. In 2016, the retail and finance ecosystem was shaken up with the US introduction of EMV, the global credit card chip technology retailers were […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Turmoil At The Top More drama at the top of WPP, as shareholders rally against Chairman Roberto Quarta’s reelection after his handling of CEO Martin Sorrell’s exit last month. The concern was sparked by a report from advisory firm Glass Lewis, which said it […]
Apple just made a move under the radar that could cause third-party attribution providers to become obsolete. In late March, Apple quietly released SKAdNetwork, an API for iOS 11.3 that allows ad networks or advertisers to directly attribute installs from the App Store without relying on an attribution vendor. Apple’s well-documented stance on consumer privacy […]
Google’s decision to stop providing DoubleClick (DCM) advertising IDs in its ad server log files beginning May 25 will throw a wrench into multitouch attribution, because it will block marketers’ ability to compare Google campaigns with other ad platforms. Whether this policy change is an existential threat to independent attribution or not, the loss of […]
“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 James G. Brooks Jr., founder and CEO at GlassView. Digital marketing for the last few years has focused on wringing every last atom of efficiency out of ad buys. This […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Bryan Noguchi, media director at Caffelli. Between Cambridge Analytica and Facebook, the impending murky chaos of the General Data Protection Regulation (GDPR) and the random data breaches and straight-up malfeasance from any number of companies […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Fresh Perspective Oath CEO Tim Armstrong and Unilever CMO Keith Weed are being considered for the top job at WPP Group, Financial Times reports. Armstrong, who ran AOL during its $4.4 billion sale to Verizon and now oversees the combined AOL and Yahoo subsidiary, […]
When Marla Kaplowitz took the helm of the 101-year-old American Association of Advertising Agencies (the 4As) just over a year ago, a scathing report about agency rebates had just dropped from the Association of National Advertisers (ANA). “There was an erosion of trust when that happened,” Kaplowitz said. “Everyone was guilty without any sort of […]
“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 R2C Group. Many technologies promise to deliver the holy grail of advertising: the ability to know exactly how advertising is performing and where it’s working […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Manny Puentes, founder and CEO at Rebel AI. Though Facebook has only recently come under fire for fake user profiles on its platform, the problem of fake profile data has long plagued programmatic media […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TV Killed The Video Star? Videology, a video ad network that tried to reinvent itself as an advanced TV company, plans to file for Chapter 11 bankruptcy, The Wall Street Journal reports. Amobee has offered $45 million for the company’s assets, which likely will […]
The Trade Desk generated $85.7 million in revenue during the first quarter of 2018, a 61% jump from the same period last year, the company disclosed in its earnings report Thursday. Profitability was also up, with net quarterly income reaching $9.1 million, compared to $4.9 million in Q1 2017. The Trade Desk raised its 2018 […]
