A budding sense of optimism around Twitter was substantiated Thursday when the social platform announced its first-ever quarter of profitability and a return to revenue growth. Twitter saw 2% year-over-year revenue growth with a total of $732 million in the final quarter of 2017, after a string of revenue declines last year. Twitter averaged 330 […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joan FitzGerald, founder at Data ImpacX. Major media companies are taking new steps to include sales response performance metrics in their commitments to advertisers. But, TV ad sellers: beware. Most research on sales response […]
Pixability, a platform that originated as a tool for identifying high-performing YouTube channels, is putting its money where its mouth is. The company will refund advertisers for views that run on YouTube inventory that is not brand-safe or fails to meet an advertiser’s agreed-upon brand safety terms, either through cash or TV-like “make-goods.” Although Pixability […]
At Crayola, the lines between paid and earned are blurring. “The interaction between friends and family is so valuable – and it just can’t be garnered from paid media,” said Marisa Scurato, who oversees the brand’s strategic digital marketing efforts. “But we do believe that those things go hand in hand.” Crayola consumers create a lot […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Sincerest Form Of Flattery Facebook appears to be testing another Snapchat product clone, this time of Snap Maps, a mapping feature allowing users to view and share Stories posts based on location. Earlier this month, Instagram also added a carousel format tripling the […]
As the value of long-tail ad inventory supply decreases, Turner wants to be there to grab the budgets of brands moving toward safer environments. “The murkiness of the long tail in terms of brand safety, along with Safari 11 killing cookies after 24 hours, is going to force a contraction of money that’s spent on […]
“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 Jonathan Eccles, director of product management at Pandora. On Jan. 18, the Media Rating Council released a new standard for Digital Audio Measurement, and if your business is even remotely […]
Acxiom stock ticked up Tuesday despite missing revenue estimates and lowering revenue guidance. A likely reason: The company announced a strategic review of its Marketing Services business and some of its Audience Solutions assets to consider a potential sale, merger, spin-off or other exit. CEO Scott Howe told investors the plan is to consolidate Acxiom’s […]
At M&C Saatchi Mobile, a senior media planner who once created up to 25 reports per week coded a solution to generate those reports from Excel with just a click. The move saved the planner about an hour and a half per week, and now the code is scaled for others to use. The planner […]
The magazine industry is consolidating in the face of multiple challenges. Rather than the newsstand, competition is coming from social platforms. Marketers want the performance advertising sold by key digital players. And as print circulation declines, magazines struggle to maintain the steady revenue from their direct-to-consumer subscription businesses. The CEOs and presidents of Condé Nast, […]
Google will turn on its built-in Chrome ad blocker on Feb. 15, meaning ad tech companies must hustle to get their products in compliance as publishers fear lost revenue. Beginning that day, Chrome will begin auto-blocking ad formats that obstruct access to content. Chrome has more than 62% of the mobile browser market share and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Fraud Refunds The ad management company AdTrader published a Medium post encouraging advertisers to join its class-action lawsuit against Google. Back in December, AdTrader sued Google over almost $500,000 in publisher ad revenue it says the ad platform giant improperly seized. The company […]
Snap finally snapped out of its earnings slump on Tuesday as it beat analyst expectations for both revenue and daily active user growth. Revenue in 2017 reached $825 million, a 104% increase from the year before, while 2017 Q4 revenue grew 72% to roughly $286 million, topping analysts’ quarterly estimates of $253 million. “Our business […]
Call it a sign of the times. Demandbase has hired a chief privacy officer – the first in the company’s history. Fatima Khan, who joins the B2B ad tech platform from a prior position as VP of legal at mobile ad network AirPush, will be responsible for ensuring Demandbase’s global privacy policies are up to […]
The current crop of forced mobile redirect ads tell users they’ve just won a $1,000 Amazon gift card or an Apple iPhoneX. People in ad tech have come to view them in the same way they see blizzards: They’re a hassle and unavoidable in certain climates, including programmatic advertising. “This comes up every year – […]
Amazon has become part of virtually every media plan and it’s only going to continue to grow. Yet, Amazon’s advertising business remains an enigma. Even its closest partners aren’t exposed to the inner workings of its ad stack. It’s also not clear how much spend flows through Amazon’s ad platform, though the investment bank BMO […]
“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 Kim Harris Busdieker, director of customer communications at 84.51°. Sometimes we need to say we got it wrong and we’ll do better. That time has come for the retail industry’s […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Gone In An Instant More than half of Facebook’s 72 original Instant Articles publisher partners are no longer using the platform’s fast-loading mobile article format, according to the Columbia Journalism Review. After analyzing 2,308 links posted to publishers’ pages during one day last month, […]
As the first homegrown WPP agency, GroupM’s Mindshare has always had an entrepreneurial spirit. “We were born in Asia when Madison Avenue and the high street of London told us you can’t have a media independent,” said Mindshare’s US CEO, Adam Gerhart. “That provocateur and internal upstart mentality is pervasive in everything we do.” The […]
When Atlanta-based Cardlytics filed its initial S-1 on Jan. 12, it revealed important details about its business. The company, which creates measurement and analytics products for marketers based on purchase data, amended its S-1 last Monday, when it priced 5.4 million shares at $13 to $15 per share. Those terms value Cardlytics’ initial public offering […]
Criteo has always been something of an ad tech enigma. That French retargeting virtuoso, the golden child of Wall St. as the markets soured on advertising technology. But nothing gold can stay. And now Criteo has its work cut out to convince investors that the company can grow in the face of browser anti-tracking updates, namely […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Tony Ralph, director of data and marketing technology at Intuit QuickBooks. With at least one notable exception, nearly all researchers predict the inevitable convergence of the mar tech and ad tech ecosystems. Predictions aside, as a […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pitch-Perfect How did Amazon make sure that the tens of millions of Alexa-enabled devices in living rooms around the country didn’t activate during its Super Bowl ad featuring Alexa? It turns out, Amazon has been working on ways to keep Alexa from being activated […]
Some Super Bowl predictions are easy: The big game will attract the largest US TV audience of the year and drive a single-day bonanza of food and beverage purchases. But for brands like Pepsi, which are placing the biggest marketing bets of the year over Super Bowl weekend, establishing ROI is no sure thing. Brands […]
Champagne brand Moët & Chandon wanted its “Love Unconventional” campaign, running Valentine’s Day through Mother’s Day, to drive engagement with elements of gameplay. While the campaign will be heavy on digital video and influencer content across Facebook and Instagram, its more immersive elements are more endemic to Snapchat’s platform, said Christine Ngo, marketing director 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 Taylor West, general manager, North America, at Zeotap. As the Eagles and Patriots compete for the Vince Lombardi Trophy this weekend, a slew of advertisers will be fighting for customers’ […]
“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 independent audience strategy consultant. While it has been part of a successful core strategy for a few major publishers for some time, the publisher paywall became a hot topic for […]
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. More Media Mega-Mergers? Nearly a decade after their split, CBS and Viacom might be getting back together. According to Reuters, the CBS board has discussed the possibility of reuniting with Viacom, a union that would bring CBS’ broadcast properties together with Nickelodeon, MTV and […]
Alphabet posted revenues of $32.3 billion in the fourth quarter of 2017, up 24% compared to the same period last year. The earnings showed a spike in traffic acquisition costs [TAC] as Google paid more to publishers in its Google Network Members’ properties revenue segment. The segment also includes revenue from Google’s DoubleClick Bid Manager, […]
