The changes that Facebook is making in response to its ongoing Russia-linked ads predicament will impact every advertiser on the platform, not just political advertisers. For one, Facebook’s effort to introduce more transparency into political advertising could start bubbling up information that brands can use as competitive intel to track trends and make suppositions about […]
“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 Jay Friedman, chief operating officer at Goodway Group. Zero-based budgeting is the new buzzword in our industry. It even comes with a snazzy acronym: ZBB. Last month, Verizon said that it […]
When The Clorox Company made its first big investment in programmatic a few years ago, it helped the CPG double its market share in the cleaning category in just a few months. But a heavy focus on bottom-funnel, promotional ads caused its brand to deteriorate, said Eric Reynolds, CMO of Clorox at the ANA Masters […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Brownie Points Despite being a smaller part of their revenue picture, Snap offers brands and publishers one thing Google and Facebook do not: a social media environment essentially free of “fake news.” Facebook and Google spread content further, but Business Insider’s Mike Shields argues […]
Criteo on Friday released a suite of products, including audience matching and customer prospecting, as well as a new policy beginning in the fourth quarter to give buyers and DSPs impression-level transparency into every unit of inventory. At the heart of Criteo’s string of product releases this year is a newfound willingness among retailers and […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Mark Grether has held just about every marketing job you can imagine. He was an agency guy at WPP (where he cofounded Xaxis), a publisher exec in Germany, a client-side marketer in the retail industry and even a professor of marketing. Today he is CEO […]
“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 Zane McIntyre, co-founder and CEO at Commission Factory. Advertisers know that measuring success based on reach doesn’t lead to conversions. Yet impressions, clicks, social shares, quality scores and time on […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jana Meron, vice president of programmatic and data strategy at Business Insider. Jana will present “Insider View From The Publisher” at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference Oct. 25-26. Ad fraud is a much-discussed headache for […]
Despite a year marred by brand safety blunders, measurement errors and targeting missteps, marketers are mending ties with Facebook and Google as they place blame for the industry’s many issues on its ad tech underbelly. “Just 25% of CMOs’ digital media investment reaches target audiences,” said ANA CEO Bob Liodice during his opening remarks at […]
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. Live To Server-To-Server Amazon is seeing strong early adoption for its server-to-server Transparent Ad Marketplace offering. That’s partially because server-to-server bidding is nascent (Google’s version is in pilot testing until 2018). But Amazon also has unique supply and gets strong consideration from publishers and […]
Procter & Gamble Chief Brand Officer Marc Pritchard is pleased overall with the response to his tough talk of the past year. And he’s optimistic that Facebook, Google and others will meet P&G’s deadline to align on third-party measurement standards and have their methods audited by the Media Ratings Council by the end of this […]
Around this time last year, the chatter around artificial intelligence (AI) was escalating as Salesforce and IBM unveiled splashy programs to help advertisers make sense of massive and complex reams of data, in order to enable more personalized marketing. Oracle, too, announced the creation of Adaptive Intelligence Apps at the time, and at its annual […]
Marni Walden, EVP and president of global media and the highest-ranking female executive at Verizon, will step down and move into an advisory position as of Dec. 31. She will leave the company in February, according to a Verizon SEC filing dated Sept. 28. CEO Lowell McAdam confirmed the news late Wednesday, stating that Walden […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Facebook and TV are two similar customer acquisition channels in advertising, despite one being “online” and the other being “offline.” Both platforms allow advertisers to target certain demographics […]
The two-year-old TV startup Adcuratio is rolling out a platform in Q1 2018 that lets marketers dynamically swap and insert personalized ads into linear TV streams based on CRM or other first-party data. Early beta testers will include the brands Clorox and Kohl’s, as well as agencies like Omnicom’s OMD and Publicis Groupe’s Zenith. The problem […]
Marketers are open to spending on location data, but they lack the proof to show that their efforts are working. “It’s a dilemma,” said Kevin McGinnis, CEO of Pinsight Media, a Sprint-owned mobile analytics company with access to anonymized first-party mobile carrier data from Sprint subscribers. That’s why Pinsight, which helps its advertiser clients gather […]
With header bidding enabled, the open marketplace works just fine for Advance Local. While many publishers and buyers are moving to closed, curated programmatic environments due to brand safety, fraud and viewability concerns, Advance Local is focused on driving yield in the open marketplace. That strategy means improving viewability and giving buyers transparent URL information […]
“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 Jason Downie, senior vice president and general manager of data solutions at Lotame. Marketers can have all the data they could ever want, but if that data is of low […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. C-Suite Discontent Advertising technology and media automation remain largely disconnected from the C-suites of many major businesses, even among CMOs, reports Marketing Week. “We have become experts on the top of a pinhead,” said Martin Cass, CEO of MDC Partners and Assembly, at an […]
Google is swooping in for TV advertising dollars with a slate of TV-related product releases and updates. While Google revealed these products on Tuesday during its Publisher Leadership Summit in Chicago, it will formally announce them during TV Week in mid-October. First up are TV Content Explorer and TV Modeled Forecasting, both of which are […]
Programmatic is suffering from a crisis in confidence from marketers. And that crisis affects premium publishers like CBS Interactive. But there are solutions on the horizon, according to Jason White, SVP and GM of global programmatic revenue at CBS Interactive. Header bidding, for example, will boost transparency in the marketplace and even the playing field […]
Publishers are on the cusp of only needing one software development kit (SDK) to measure in-app viewability. On Wednesday, the IAB Tech Lab kicked off a limited beta to test an open-measurement SDK that would enable publishers to work with multiple viewability vendors without requiring multiple SDK integrations. The test will run for roughly two […]
The traditional research model is ripe for disruption. So say the well-known tech analysts who founded Kaleido Insights, an independent boutique research firm that launched Wednesday. Kaleido’s first point of differentiation is that it plans to publish its research openly rather than behind a paywall, at least during the company’s first year. The idea is […]
Every publisher wants to harness its data – but you can’t climb a mountain without a lot of pain. At the Google Publisher Leadership Summit in Chicago, ad execs from The New York Times, Vice Media and the Local Media Consortium (LMC) discussed their often-arduous quests to reach the peak. The New York Times, for […]
Dentsu Aegis wants to be a 100% digital-economy business by 2020. To get there, the agency appointed Nigel Morris to serve as the company’s chief strategy and innovation officer in June. Morris will focus on the “important, not the urgent,” in the new role, an upgrade from his previous position as head of Americas. Over […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s Ad Blocking Rationale Google Ads and Commerce SVP Sridhar Ramaswamy clarified the tech giant’s rationale for baking an ad blocker into its Chrome browser. In short: Google wants to ensure there’s no need for third-party ad blockers in mobile. “It’s only technology that’s […]
Google on Tuesday unveiled its Insights Engine Project – including six products for data visualization, integration and insights – and promised that exchange bidding will be generally available in early 2018. Read the release. For the first time, Google, via an Insights Engine product, will give publishers the types of user demographic and content consumption […]
As Gartner analyst Martin Kihn recently predicted, the big enterprise marketing clouds are beginning to pursue divergent product strategies with clear points of distinction. While Salesforce heralds its CRM data and hooks into other categories like sales and commerce, Adobe’s differentiator is creative with growing emphasis on digital experience. In the case of Oracle, which […]
Ecommerce site Rue La La, which offers deals on designer fashion and goods, wants its members to have a great experience so they keep coming back. “How do we stay top of mind for our best members and encourage them to come back over long periods of time?” said Jeff Steeves, VP of marketing at […]
