“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 Sanjay Agarwal, vice president of engineering at Drawbridge. In the ad tech ecosystem before OpenRTB, proprietary protocols caused long integration cycles, more code complexity and maintenance and custom logic for […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Following The Eyeballs Nielsen will count viewership on YouTube’s and Hulu’s skinny bundles as part of its official TV ratings, reports Alex Bruell for The Wall Street Journal. Nielsen will measure Hulu and YouTube programs on its C3 and C7 metrics, which assess viewing […]
Outbrain acquired native DSP Zemanta for an undisclosed sum Tuesday. The deal will bring together Outbrain’s scaled native supply with Zemanta’s demand, laying the groundwork for Outbrain to position itself as a leader in the still-nascent programmatic native ecosystem. Outbrain bought the DSP because it expects native advertising to become larger than display advertising in […]
Spending cuts in the CPG sector had a negative impact on revenue growth at IPG this past half year. The holding company saw revenue decrease in both Q2 and H1 at -1.7% to $1.9 billion and -0.6% to $3.6 billion, respectively, the company announced on its earnings call Tuesday. Growth at Mediabrands and McCann Worldgroup […]
“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 Matt Voda, CEO at OptiMine. In the last six months, both Facebook and Google have launched formal, public marketing-mix modeling (MMM) partnership programs. Participating vendors are allowed special access to […]
Monster considers itself a challenger brand. The early leader in the online job space commands high awareness among older job-seekers. Unfortunately, millennials are more likely to think of Monster as an energy drink. When its VP of performance marketing and media, Brian Costello, joined Monster a year ago, he wanted to switch the thinking of […]
Brands want high-quality mobile inventory – but they don’t have a standard way to define it, they can’t effectively measure it and there’s no easy way to find it at scale. Which is why mobile ad tech company Sabio Mobile, whose clients include Toyota, Wells Fargo, McDonald’s, Viacom and Lowe’s, released a validated publisher tool […]
Charter, the US cable conglomerate second only to Comcast in subscriber count, has made a strategic investment in 605 Group, the TV analytics startup founded by former Cablevision ad execs. Although financial terms of the deal weren’t disclosed, Charter has struck a strategic data partnership with 605 to provide access to TV viewing data in […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The WebMD Is In Your heart will palpitate after seeing the price KKR-owned Internet Brands paid for WebMD: $2.8 billion in cash. “Internet Brands aggregates traffic across a range of sites, which it in turn monetizes by way of an advertising network [and it] […]
Alphabet continued its hot growth streak in the second quarter of 2017 with more than $26 billion in total revenue, up from $21.5 billion during the same period last year. The ad giant saw its operating income decrease from about $6 billion in Q2 2016 to $4.1 billion a year later due to a $2.7 […]
“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 director of media activation at Electronic Arts. Belinda will present “EA’s Programmatic Arts” at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on October 25-26. I’ve spent a lot of time talking to brands that […]
Apple sits on a trove of first-party customer data through its App Store, everything from credit card information to time-stamped app downloads tied to specific device IDs. Yet there are inconsistencies between the install counts and engagement metrics developers see in Apple’s UI and what they’re told by their third-party measurement partners – and that’s “not […]
The mattress space went from sleepy to startup hot in just years. Utah-based Purple is one of those bed-in-a-box startups trying to gain a foothold in a space that’s becoming crowded with new entrants, including Casper, Leesa, Tuft and Needle and Saatva. Purple is getting the word out with a social video-heavy strategy that focuses […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Dario Diament, vice president of product and strategy at Headway. Video advertising has become the marketer’s top choice for reaching and engaging consumers, with pre-roll ad units being the most favored format. But as anyone […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Long Arm A federal trial beginning Monday in Brooklyn will be the first case in the United States brought against an alleged click-fraud operator. Prosecutors hope to prove Fabio Gasperini, an Italian extradited from Amsterdam last year, managed a number of websites that, […]
Uber’s rider-focused ad spend has increased twentyfold in the last year and a half. “The onus that puts on us to be really clever in our targeting and thoughtful is incredibly high,” said Kellyn Kenny, Uber’s VP of marketing, speaking at Tune’s Postback conference in Seattle on Thursday. Although user acquisition is still a top […]
“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 Julia Amorim, CEO at MediaNet. In the famous scene from the 1992 movie “A Few Good Men,” Jack Nicholson’s character asks Tom Cruise if he wants answers, to which Cruise’s […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. “I don’t even use the term ‘holding company,’” MDC Partners CEO Scott Kauffman says in the latest episode of AdExchanger Talks. “We don’t even think of ourselves as a parent company.” What, then? Kauffman says MDC’s investment philosophy is about “partnership” rather than “ownership.” The […]
PricewaterhouseCoopers (PwC), like other management consultancies in its competitive set, wants to grow its services to meet the needs of the modern chief marketing officer (CMO). “The role of the CMO is changing so much,” said Chris Vollmer, global advisory leader for entertainment and media at PwC. “It’s not just messaging anymore, but architecting the […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by David Hills, managing director of strategy at The 614 Group. There’s no place where complexity and the need to innovate is starker than at the intersection of campaign and account management. As publishers increasingly […]
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. The Going Rate Industry analysts expect upfront TV ad sales to be up 3-4% from last year, a solid rise considering ratings dipped for broadcasters as a whole, according to The Hollywood Reporter. TV nets see the result as an endorsement of their primacy […]
The ad tech rollup is real, and its name is Sizmek. On Tuesday, the 18-year-old company revealed its intent to buy public ad tech company Rocket Fuel for $145 million. If the purchase finalizes, Sizmek’s acquisition spree (excluding the earliest iterations of its evolving stack) will round out to about five companies acquired in less […]
Dynamic Yield, a personalization platform for publishers and ecommerce brands such as Under Armour and Sephora, has raised $31 million in Series C financing, the company announced Thursday, bringing its funding total to $45 million. New investors Deutsche Telekom Capital Partners and La Maison joined existing investors like Baidu to help the company expand its […]
Both Publicis Groupe and Omnicom focused on the need to transform their clients’ businesses and their own during their respective Q2/H1 earnings on Thursday. “We want to be the leader in marketing and business transformation,” Arthur Sadoun told investors on his first-ever earnings call as Publicis Groupe CEO. “Our clients need to transform.” Publicis saw […]
Facebook ads are effective within Facebook, but how good are they within a mixed-media campaign, or when assessed over the entire customer journey? That’s the fundamental paradox of the walled garden: Marketers get great data inside of it, but hardly any outside. But Facebook is trying to shed its reputation for impenetrability. The company has […]
“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 Sarah Denman, vice president of insights at 84.51°. Every business faces disruptors of some kind. They often come in the form of technology, services or products. We all know their […]
Digital offers more precise measurement than most channels, which has helped move the industry from an art to a science, according to Brian Andersen of Luma Partners. “And as part of that [transition], they need to know: How do we manage our data? How do we use our data for targeting? How do you understand […]
Fraud fighting takes teamwork. Mobile measurement and attribution platform Tune rolled out a fraud prevention solution on Thursday that aims to help marketers and ad networks share campaign data and take action on it in real time. “Marketers and their ad partners need to collaborate rather than finger point; there’s enough blame for everyone to […]
OTT is a catch-22 for advertisers. While it reaches the cord cutters traditional TV advertisers want to target, that audience is still difficult to track in an OTT environment. Although the channel is capturing more attention (and dollars) from the traditional TV camp, digital buyers say connected TV needs to address the issue of identity […]
