“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 Martin Kihn, research vice president at Gartner. In May, the IAB released version 1.0 of its Dynamic Content Ad Standard – only seven short years after its first OpenRTB spec. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AI Push Alphabet is launching a venture fund within Google that will focus on early-stage AI startups. Called Gradient Ventures, the fund will “provide portfolio companies with capital, resources, and dedicated access to experts and bootcamps in AI,” Anna Patterson, founder and managing partner of […]
Advertisers and agencies will soon be able to buy ads on the Facebook Messenger home screen – but they lack the necessary levers to optimize performance or customize creative. “We’re recommending to our teams to be aware of the opportunity, but we’re really waiting for the inventory to be unbundled,” said Kieley Taylor, senior partner and […]
The result of NBCUniversal’s 2017-2018 upfront: Bookings volume increased by 8% to nearly $6.5 billion, according to the company. Although total volume growth was slightly softer than last year’s 10% increase, NBCU clocked positive momentum across its portfolio. NBCU commanded high single-digit CPM increases across all inventory, including late night and sports. (Those figures don’t […]
For smaller publishers or influencers, ad revenue isn’t always the strongest path to monetization. Many want direct relationships with consumers. They want to stake out their own URL to build on a social media presence. On their own site, they prefer to charge for subscriptions, accept donations or sell products in order to support their […]
When New York Media charted its digital strategy, it chose not to go local. Instead, the publisher of New York magazine created standalone blogging brands with national distribution around fashion (The Cut), culture (Vulture) and food (Grub Street). And it’s since added tech (Select All) and science (The Science Of Us) to the list of […]
Podcast advertising is getting a bit more measurable. The IAB Tech Lab updated its Podcast Measurement Guidelines on Wednesday to include definitions and best practices for measuring audience reach and downloads. The original guidelines, released in September, focused on defining ad delivery and how to count it consistently. “But podcast measurement is for more than […]
Being proficient at programmatic means nothing if an advertiser can’t nail the ad-delivery basics, such as proper frequency caps. But the reality is that advertisers rely on myriad solutions, including DSPs, DMPs and ad servers, to execute a single campaign, and the lack of consistency in KPIs can hurt frequency management – the main culprit […]
While mobile app advertising is in dire need of standards, that prospect is easier said than done. Confusion and wrongheadedness in the industry is rife, even among user acquisition specialists. “Ask a room full of UA managers to explain how mobile tracking works and I think most won’t be able to explain the whole process,” […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Facebook Messenger Ads Facebook is expanding its tests of display ads in Messenger. Over the next month, the ads will roll out to all global advertisers. The current incarnation shows a single display ad, instead of a carousel of ads. And brands can do a […]
Some advertisers are shifting from traditional CPM buying to new tactics, often dubbed dynamic CPMs or dCPMs, which connect digital media dollars to lifetime value (LTV) metrics. While most brands still make online ad buys based on cookies and bidstream data evaluated in milliseconds, publishers are starting to accommodate forward-thinking advertisers. For instance, Angie’s List […]
“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 Ken Rona, chief data scientist at IgnitionOne. There is a lot of excitement and some confusion across the ad industry around machine learning, and for good reason. The availability of […]
Financial services marketers can’t bank on regular demand- and supply-side platforms to find the prospects they’re looking for. The data just isn’t there, said Phillip Rosen, CEO and co-founder of Even Financial, an ad tech provider for financial marketers. On Tuesday, the company added a programmatic marketplace offering to its existing supply-side API to help […]
Mobile creative is a Catch-22. While rich media units are engaging, they’re expensive to make and tougher to scale than programmatic banners. But banners look bad on mobile and get a bad rap for ruining the user experience. Shazam and Waze are two apps championing beautiful mobile creative, but they can do so by relying […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. News Media Vs. Duopoly A consortium of news publishers spearheaded by the industry trade group News Media Alliance is leading another charge against Google and Facebook. The group includes titans like The New York Times, The Washington Post and The Wall Street Journal, as well […]
If you’re an organization in dire need of digital transformation, who ya gonna call? While an enterprise software company might not initially come to mind, that’s exactly who brands like Coca-Cola and Philips turned to. For Hollywood studio 20th Century Fox Film, it’s moved from primarily a B2B company focused on partners like broadcasters, retailers, […]
By Sarah Sluis, Kelly Liyakasa and Alison Weissbrot Some publishers excel in programmatic in ways that make buyers take notice. The best way to stand out in programmatic is by integrating sales teams so it’s easy to buy programmatically and direct with a single conversation. Smart publishers don’t create incentives that make salespeople push direct […]
Although early video investments (and acquisitions) were focused on the desktop, a new influx of funding is pivoting to channels like over-the-top TV. In the span of three months, more than $150 million in VC funding has been injected into startups capitalizing on the demand for new video content – and addressing the challenges 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 Tim Webster, co-founder and chief strategy officer at The Exchange Lab. Technology advancements over the past 10 years have without question transformed the digital advertising landscape. What was once a […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Solidarité In France, publishers are joining forces to stave off the Facebook-Google duopoly. A consortium called Gravity Alliance pools data from 15 national media brands, magazine publishers and ecommerce sites to offer buyers a more comprehensive view of audience identity. The group reaches 44% of […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. “It’s still early innings” is a common trope among digital ad industry observers. In this week’s episode of AdExchanger Talks, BMO Capital Markets equity research analyst Dan Salmon gets a little more specific. He says we’re at the “top of the third.” Salmon sees several […]
The Guardian UK is taking ownership of its ad stack. “Publishers have given away control of our digital businesses through programmatic. And we have all been disintermediated,” said Danny Spears, programmatic director of Guardian News and Media. Programmatic accounts for 85% of the Guardian UK’s display advertising business, Spears said: “And as programmatic becomes a […]
“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 Kym Frank, president at Geopath. Marketers have eagerly embraced big data. When I worked at a media agency, I so often hunted for new data, insights, optimization tools and differentiation that […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. In our industry – one of the most digitally advanced, according to McKinsey Global Institute – you would expect massive innovation. However, you’d be disappointed. Venture capital investment has indeed poured […]
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. Summer Diet WPP folded digital agency Possible into direct marketing agency Wunderman in a continuation of its strategy to consolidate agency brands, Suzanne Vranica reports for The Wall Street Journal. Bringing Possible into Wunderman’s global network is part of a wider effort to break down […]
Episode, a choose-your-own-adventure storytelling app, is choosing a road to revenue centered on the user experience first. Monetization is delicately balanced with the demands of UX for the interactive app, which allows users to immerse themselves in fictional narratives. “But there is a lot of revenue to be made if we can get people engaged,” […]
You’ve got to be a tough cookie and have good fortune to crack the China market. And success in other regions is not a guarantee of success in the People’s Republic. Such was the case with Criteo, which, after investing heavily in the domestic China market, discreetly pulled out in late May, nearly three years […]
Blockchain, an unmodifiable and unbreachable digital ledger, was conceived 10 years ago to support the cryptocurrency bitcoin. But it has since seeped into new categories, jumping from finance to health care and, more recently, digital advertising. It’s doing so with the backing of big companies like IBM and Comcast, as well as smaller startups like […]
In the past, large linear audiences weren’t always addressable, and TV tune-in marketing was more “spray-and-pray” than precise. But TV tune-in, that mainstay of traditional linear promotion, is getting a data-driven boost. As linear ratings decline and consumers trend toward time-shifted content and new distribution points like mobile and over-the-top, marketers have more data at […]
