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 […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Whole Package CPG consolidation is real. Spice company McCormick & Co. has agreed to acquire Reckitt Benckiser’s food division for $4.2 billion, The Wall Street Journal reports. Reckitt Benckiser owns products like French’s mustard and Frank’s RedHot Sauce that have strong brands but […]
Seven-year-old mar tech startup Integrate has raised $8 million in a Series D growth round, bringing its total financing to $35 million. New investor Iron Gate Capital led the equity round with participation from existing investors Foundry Group and Forte Ventures. Other investors include mar tech luminaries like Scott Dorsey, founder and CEO of ExactTarget […]
Granite Media, which is launching its first site, Work and Money, this week, wants to prove that a publication can run profitably with 100% programmatic ads and still turn out quality content. “There are very few digital only, programmatic-only companies that are actually profitable,” said Granite Media CEO Danny Khatib. “That’s the problem we are […]
Performance agencies are expanding their relationships with big brands as they move more budget to digital and the upper funnel becomes more measurable. “Everything has become performance,” said Michael Kahn, CEO of Performics, Publicis Media’s performance agency and specialty practice. “Clients need to know that a brand-building effort led to a revenue outcome as well.” […]
“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. A certified letter might make its way through a number of post offices as it travels from Point A to Point B, but neither the sender […]
“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 Max Mead, CEO at Acceleration Labs. You were probably expecting to read about why you should boycott politically oriented media properties or remove controversial political intonations from your brand’s messaging. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. VR Impasse Virtual reality is at a standstill. While a handful of publishers, like The New York Times and USA Today, have gone all-in on producing short-form content for VR headsets, most are stuck behind a monetization wall. Because the high price of VR […]
Sizmek said Tuesday it intends to buy ad tech company Rocket Fuel for $2.60 per share in cash, valuing Rocket Fuel at $145 million. That’s a long way from where Rocket Fuel was valued when it IPOed in 2013 – going public at $29 per share at a roughly $1 billion value. Read the release. […]
Winter is coming – for companies that aren’t taking the new EU privacy regime seriously. Ad tech players are particularly vulnerable, said Todd Ruback, chief privacy officer at digital governance company Evidon, which sold its consumer-facing privacy extension, Ghostery, in February in order to dedicate itself to enterprise compliance. “The ad tech industry is the weak […]
Zeta Global, a provider of cloud-based CRM and email marketing services, has acquired Boomtrain, a machine-learning marketing technology startup that works primarily with retailers and media companies. Terms of the deal were not disclosed. Boomtrain previously raised almost $15 million, and headcount was down 8% in the first six months of 2017, according to LinkedIn […]
Sovrn CEO Walter Knapp sat down in a conference room on June 27 and told 27 staffers it would be their last day. Knapp told AdExchanger the layoffs were proactive. Before the layoffs, the company had grown from 50 people to more than 250 staffers in two years. It raised $18 million in August 2015, […]
Ask Facebook for access to its data and the official answer is going to be, “Nope.” But under certain circumstances, a limited number of advertisers and agencies are tapping into impression-level Facebook campaign delivery data, AdExchanger has learned. The data-sharing arrangements are euphemistically referred to as “clean rooms.” These clean rooms are safe spaces where […]
San Francisco-based startup NovoRoll is doubling down on mobile and outstream video with a $2.5 million injection of growth capital from Silicon Valley Bank. The company, which helps publishers monetize outstream and native video, had previously raised a $700,000 seed round. It will use its new financing to grow its engineering resources and global footprint […]
“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 Keith Petri, chief strategy officer at Screen6. A recent report from comScore showed that consumers are spending more time on their smartphones, tablets and connected TVs than ever before, and it’s not necessarily […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not-So-Close Shave Looks like Procter & Gamble bought a bad batch of data. The CPG giant sent multiple Gillette razors to women and middle-aged men as part of a longstanding promotion providing free first razors to boys on their 18th birthday. “Clearly, they have […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michelle Stewart, Media Director at DWA Media. Michelle will present “Defining KPIs For B2B Marketers” at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on October 25-26. The appeal is undeniable: “Programmatic” connotes digital trackability, and “TV” […]
Location policy changes for Apple’s iOS 11 update coming in September and Android O, which is still in developer preview, will alter the way consumers dole out location data and have ripple effects for mobile marketing. The most consequential new policy will be on iPhones and iPads, where a blue bar at the top of […]
Story updated at 1:40 p.m. Rubicon Project has acquired nToggle, a startup that builds infrastructure to streamline bid requests, for $38.5 million, the companies revealed Monday. NToggle’s technology uses machine learning to weed out impressions a DSP is better off not bidding on through a process known as “traffic shaping.” This capability is increasingly important […]
While broadcaster ProSieben owns about a 30% share of the German TV market, it’s looking to expand its influence in new channels – using its investment arm, SevenVentures, to scout startups. “We look to invest into promising startups on the B2C side of the business, which is different than the investment we make into our […]
“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 Attila Jakab, managing director at Infectious Media. The digital ad market has a massive elephant in the room. It’s been there for years and everyone knows it’s there, but curiously […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Extra Toppings So far this year, Domino’s Pizza has made more agency acquisitions than Publicis Groupe. Say wha? One of the biggest trends in agency M&A in the first half of 2017 is “unconventional buyers for digital agencies,” Ad Age reports. Big brands […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Google and Facebook have no problem compelling advertisers to create ads that visually conform to their huge platforms. Smaller publishers? Not so much. This week’s podcast guest, TripleLift CEO Eric Berry, built his company five years ago based on that fundamental reality. “We wanted to […]
“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 Brian Crook, chief product and technology officer at Verve. The location-powered mobile marketing industry might see Apple’s upcoming iOS 11 blue bar for location as a privacy-first development. But what […]
Time Inc. knows that producing magazine content requires data – like seeing how many issues sell based on the cover story. But digital allows for an additional level of analysis the magazine-native publisher hadn’t fully embraced. Which is why Time Inc. pruned down its more than five dozen analytics tools and focused on just a […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Aryeh Lebeau, executive vice president of client operations at Remedy Health Media. A wise man once mused: “If an ad loads on a web page but no human sees it, does it count as an impression?” […]
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. Hold The Bun McDonald’s is slashing the number of creative agencies servicing its franchises from 60 to 10 or less. The Golden Arches, like many of its peers, is grappling with an increasingly digital and health-conscious market. That means cutting marketing for the 200 local […]
