Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Head of Steam The acquisition of Krux appears to be paying off for enterprise cloud giant Salesforce. The company’s Marketing Cloud–now on a $1 billion run rate for 2017–turned in Q2 revenue of $317 million, a 36% increase over Q2 2016. The acquisitions of […]
LinkedIn is rolling out native video, which will allow users to record and upload video directly to the platform, the company said Tuesday, after a beta test that began earlier this year. The tool will gradually be available to all individual LinkedIn members over the next few weeks. LinkedIn expects to make the tool available […]
Every vendor in the supply chain takes its cut before a CPM goes to work, and that includes a fee for brand safety protection. It’s a small price to pay, said John Montgomery, global EVP of brand safety at GroupM, running somewhere between two and 10 cents per thousand impressions for brand safety protection when […]
“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 Eric Berry, CEO at TripleLift. Such is the state of the tech industry today that companies are trying to solve nearly every problem with the blockchain. Advertising technology is not […]
Media agencies know how to find the right person at the right time, thanks to the growth of programmatic. But they’re still trying to pin down how to send the right message. “You want the media to recognize where they were, but you also want to recognize where they were in the conversation,” said Zimm […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Killing The Messengers More brands are disinclined to buy ads against news content. A string of automotive murders, including one fatality when a right-wing activist struck liberal counterprotesters in Charlottesville, Va., has auto advertisers hesitant to appear next to any news coverage. “There’s a […]
Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT. “Everyone wants to measure [viewability] and they’re giving us VPAID tags, but VPAID doesn’t work in all environments,” said Soo Jin Oh, VP of client strategy for Cox Media’s digital […]
Publishers paying to promote content on social platforms need to determine the return on their ad spend, just like marketers. The sites Tickld, Clipd and Knowable, part of the “Pulse” division at publishing company Gateway Blend, rely on social platforms to distribute content. Gateway Blend used to optimize the ad campaigns for Pulse content with […]
For the independent demand-side platform (DSP) market, it is the best of times, it is the worst of times. On the one hand, it’s unlikely any new scaled DSPs will enter the market. The costs to build a competitive platform – nine digits off the bat and another eight digits per year in operational costs […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Laura Joukovski, senior vice president of media and analytics at TechStyle Fashion Group. Many claim TV advertising is dead, or at least dying. As digital alternatives emerge for advertisers and content consumption patterns shift from […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Cord And Discord Millennials may abandon old-school TV, but there’s a healthy appetite for social video beyond 90-second clips and recipe run-throughs. In its first month, NBC’s “Stay Tuned,” a twice-daily news program on Snapchat, has been seen by 29 million people and passed […]
Demand-side platform (DSP) DataXu hired former 4As exec Peter Kosmala as its VP of platform solutions, the company said Friday. With Kosmala, who started in late July and will report to chief revenue officer Ed Montes, DataXu hopes to grow its self-serve business with agencies. “This is about forging even stronger relationships with a channel […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. “B2B always kind of follows B2C, whether it’s the use of video, social media or commerce,” Dun & Bradstreet CEO Bob Carrigan says in the latest episode of AdExchanger Talks. “And programmatic is moving aggressively now into the B2B space.” The problem: It’s hard for […]
It’s still unclear how 360-degree video or virtual reality will affect media and advertising long-term since many brands and networks are still in the experimental stage. But CNN and Volvo hope to up the ante during next Monday’s solar eclipse. The news broadcaster and automaker collaborated on four pieces of branded content that will live-stream […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. Marketers and publishers want access to more quality data to scale beyond their respective first-party data, yet they often overlook […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Right Touch Why do marketers still rely on last-click attribution to measure purchases? Well, because multitouch attribution is hard. Buyers have trouble bringing together the data they get from multiple demand-side platforms, which often have duplicative insights. And walled gardens leave huge gaps […]
WPP’s media-buying unit GroupM on Thursday unveiled its own global viewability standard for display and video ads on social media feeds. Display ads must be 100% in view for one second before a user scrolls past to count as viewable. Video ads still have to be 100% in view, but can be initiated as autoplay […]
Facebook is giving advertisers a bit more control over how they buy in-stream video ads within the news feed, through Audience Network and on Watch, its newly launched video tab. In the past, advertisers that wanted to purchase in-stream placements delivered into ad breaks were required to run them in the news feed. Starting Thursday, […]
The LGBTQ dating app Grindr’s 3 million daily users spend almost an hour per day on the platform, according to the company. But some advertisers steer clear of dating traffic due to concerns of brand safety. And Grindr’s audience includes subscribers who pay for ad-free experiences. So Grindr branched out by creating lifestyle publication Into, […]
After years of investing in brand-building tactics on TV, RetailMeNot, which was acquired for $630 million by payment processor Harland Clarke and went private in April, is moving its working media budget into digital video. That’s not to say RetailMeNot is entirely abandoning TV, since the broadcast medium drives brand lift during periods when there […]
“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 Mike Kelly, CEO at Kelly Newman Ventures. In 2016, non-tech companies bought more tech companies than ever before. According to Bloomberg, 682 technology firms were purchased by companies in an industry […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Brandgry Brands are taking back control of their media spend, according to European marketer trade body World Federation of Advertisers (WFA). WFA released a report Wednesday surveying 35 global advertisers with a total annual marketing spend of $30 billion. Transparency is the top concern […]
The Association of National Advertisers (ANA) said Wednesday it will partner with publisher trade body Digital Content Next (DCN) to encourage marketers to join DCN’s TrustX cooperative exchange, which promises access to viewable, brand-safe and premium inventory from DCN-member publishers. “The marketplace TrustX and DCN built aligns with the digital supply chain priorities that the […]
Inc. Magazine released its annual 500/5000 revenue survey on Wednesday and the theme is: There is no theme. At least not from an ad tech perspective in the Advertising & Marketing category. (Click here to read coverage of last year’s list.) “The list does feel a little random,” said Melissa Parrish, VP and research director […]
Ad tech isn’t the investment free-for-all it used to be, but that doesn’t mean the category is dead. True, some types of ad tech have lost their luster. In April, the ad tech investment firm Luma Partners, for the first time since it started doing Lumascapes five years ago, registered fewer new DSPs, SSPs and […]
When CEO Alicia Navarro started Skimlinks 10 years ago, affiliate marketing was a transactional game. Drive the last click before a sale, scoop up the credit. But that scenario didn’t reflect that content producers tend to bring value higher up the funnel. “Affiliate is very good at rewarding and incentivizing last-click behavior,” she said. “But […]
Equifax said Wednesday it will roll its marketing capabilities, which include credit marketing and financial services data from IXI Services, into a single service offering called Equifax Data-Driven Marketing (DDM). In doing so, the company hopes to make it easier for marketers to work with its household economic data and tools for analytics, audience segmentation, […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bruno Rebouças, chief executive officer at ProgMedia. Today’s media-buying trends show that programmatic deals will keep growing aggressively compared to direct buys. Some key advertisers have already reached a point where all of their […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Verify Or Bust Verizon’s five-month YouTube boycott is coming to an end, but that doesn’t mean the telco is relaxing its push for better measurement standards. The telco brought on Integral Ad Science and is testing its ability to monitor YouTube, Chief Media Officer […]
