When TrustX launched in September, David Kohl was nervous. “One of the fears is that we would find ourselves in a situation where buyers were making demands that were ultimately not panning out to be so good for the sellers or that sellers would put something into the marketplace that wasn’t interesting to buyers,” said […]
The digital media supply chain is about to get a whole lot smaller thanks to Europe’s General Data Protection Regulation (GDPR). The privacy legislation, which takes effect in May, dictates that data controllers could be held responsible for data privacy missteps made by their third-party partners. Marketers and publishers are therefore highly incentivized to run […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. China’s -opoly Will China be home to the next advertising and digital media powerhouse to rival Alphabet and Facebook? Tencent has been flexing its muscles in advertising, and if those ambitions come true, it could pose a threat to Alibaba, Facebook and Google in […]
Amazon wants to own a greater chunk of the video supply chain. Its cloud division, Amazon Web Services, released a suite of video tools called AWS Elemental Media Services on Monday, designed to help live and on-demand video content providers manage workflow. It is available only as a managed service for now. “We’re trying to […]
Meredith Corp’s agreement to acquire Time Inc. for $1.85 billion, announced Sunday, will test whether Meredith’s sales org leadership can benefit from Time’s programmatic technology – and vice versa. In terms of ad sales, it’s a tale of two different strategies. Time Inc. struggled in the wake of a chaotic sales reorg that caused ad […]
Affinio, a consumer analytics startup, announced a $9 million Series B round on Monday as the company expands its product into brand advertising. It has raised a total of almost $14 million, and investors include Whitecap Venture Partners and Social Starts. Affinio enhances a marketer’s interest graph by connecting first-party data, social media, a DMP […]
MGM Resorts International’s media, ecommerce and analytics teams used to work in silos. “You’d have one team in analytics sending out reports … and separate product owners doing A/B testing and data management,” said Sylvester Obafunwa, the company’s director of digital analytics. “In the past, a lot of our [tech] integration was also primarily focused […]
“The frozen dessert area is one of the most cutthroat spots in the whole store,” according to Mike Fransz, ProYo’s VP of marketing. ProYo, a challenger brand that sells high-protein ice cream, faces three primary marketing challenges: generating awareness in a crowded market, driving foot traffic to the aisle and standing out from a growing […]
“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 Dobson, CEO at The Exchange Lab. Machine learning is revolutionizing digital advertising, driving efficiency through advanced algorithmic decision-making, and could generate $42 billion in annual ad spend by 2021. To […]
The Paid Story Snap launched a new ad format, Promoted Stories, allowing brands to push stories beyond their follower base to all Snap users in an entire country. The ads are a series of three to 10 auto-advancing videos that tell a long-form story and live on the app’s Stories page. Previously, Stories could only […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
It looks like China is not the ultimate exit for ad tech. Late Tuesday evening, app marketing platform AppLovin said that company will no longer be acquired by a Chinese private equity firm for $1.42 billion as planned. The deal, now scrapped, was first announced in September 2016. The duo will still do a deal, […]
Sometimes it’s a good thing to put your customers in a box. Boxed, a four-year-old ecommerce startup focused on bulk buying, wanted to make its customer acquisition efforts smarter. Boxed customers buy in bulk for very different reasons. Some are busy working parents, while others are urban millennials without a car. Boxed’s new CMO, Jackson […]
For video service Crunchyroll, finding the right mix of ads and subscriptions is critical for ensuring long-term success in the OTT space. That strategy also includes a range of alternative revenue streams, such as offline events and ecommerce. But before it could effectively monetize, Crunchyroll built a scaled audience by catering exclusively to Japanese anime […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. While ad tech has seen a constant stream of innovation over the last few years, one thing has largely stayed the same: private […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. HyphCycle “I like big bots and I cannot lie.” Or so some vendors imply when they release data that raises marketer fears about digital ad fraud. Demand-side platform Adform is the latest to expose a fraud operation, as covered by The Wall Street Journal, […]
The US Justice Department’s antitrust lawsuit against AT&T has thrown a wrench into the $108 billion planned merger between the telco and Time Warner. The complaint, filed late Monday, alleged the merger could “hinder [AT&T’s] rivals by forcing them to pay hundreds of millions of dollars more per year for Time Warner’s networks.” The filing […]
“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 Michael Wilhite, senior vice president of data strategy at 84.51°. Measuring the effectiveness of digital advertising depends less on absolute performance and more on the benchmark. Current standards suggest that the […]
The question-and-answer site Quora considers itself a unique hybrid of search and social. Since neither of those platforms open themselves up to programmatic demand, Quora decided it wouldn’t go that route either. Quora’s ads platform officially went live in May with 300 advertisers on board, who could only purchase ads through Quora’s Facebook-like self-serve ad […]
B2B buyers are doing more of their product research online – and that was becoming a problem for security software provider McAfee. “We could grow the business when we had a seat at the table with our install base,” said Lisa Matherly, VP of content marketing at McAfee. “But when potential customers were conducting their research […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vertical Disintegration The Justice Department is suing to block AT&T’s $85.4 billion takeover of Time Warner on the grounds that the combined television content and distribution assets violate antitrust law. Bloomberg was first to report the story. Blocking the AT&T-Time Warner merger would have […]
Agencies are dying? Don’t tell that to Rob Norman, chief digital officer and veteran of WPP’s GroupM, who said Monday he will step down from his full-time role to become a part-time adviser for the company. But even if agencies aren’t having a near-death experience, they should behave like they are, Norman said: “If you […]
Programmatic trading is coming to traditional channels such as TV, radio and OOH sooner than you might think, according to according to Zenith’s third Programmatic Marketing Forecast, released Monday. Zenith predicts programmatic buying techniques used widely in digital display increasingly will bleed into more traditional media channels. The Publicis-owned agency reckons that advertisers will spend […]
Google is opening up an API to stop fraudsters from stealing credit for app installs, and mobile measurement and attribution platform Tune is an early adopter. The API, which was fully integrated into Tune’s platform Monday, enables Google to share data with partners about the exact time an app install is initiated in the Play […]
For large CPG brands like Conagra that typically generate the most awareness through mass reach, hyperpersonalized video creative hasn’t always been their top consideration. But that is changing. “We’re seeing more personalized creative and ad versioning from CPG brands [that] might not own any data from the consumer up until the actual purchase point, because […]
New York Life is in the insurance business – but the brand also has to protect itself. Marketers today have several metrics to juggle in their digital buys: Fraud, viewability and context top the list. But it’s not enough to monitor these metrics; brands need to take action. Natan Cohen, New York Life’s corporate VP of […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joan FitzGerald, an independent consultant. In our entertainment-overloaded, attention-starved digital age, every teacher knows they need to balance the long and thoughtful with the short and punchy, or else they’ll lose the attention 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 Ashley Herzog, vice president of product at Visto. Like a good mass transit system, interconnectivity is the key differentiator for advertising technology these days. But for any brand embarking on a self-serve […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Adbnb Airbnb has acquired ad tech startup AdBasis, which bills itself as a “controlled testing environment and analytics tool for companies to conduct A/B and multivariate tests on search, display & mobile ads.” But Airbnb doesn’t offer ad inventory. What gives? Ingrid Lunden at […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. In the mid-’90s, Marita Scarfi was working as an accountant but wanted in on nascent the internet economy. After a period of networking, she landed at digital agency Organic, where over the course of 17 years she rose from controller to CEO. After a stop […]
