Advertisers buying on the open marketplace often sacrifice viewability, quality and transparency for cheaper prices and scale. But as more buyers decline to make that concession, the pendulum is swinging toward curated publisher lists. And many DSPs now offer to shoulder the burden of setting up private marketplace deals for their clients. Recently Centro, which […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Worth A Thousand Words As digital media gets more visual, image-based content has been endowed with new data and targeting features. Packaged-food brand Ripple Foods partnered with image recognition vendor GumGum to target ads against photos on a site. “People are used to scrolling and consuming […]
“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 Jarno Vanto, chief privacy officer at Unacast. After some false starts, location-based marketing is finally hitting its stride. Researcher BIA/Kelsey projects the segment will grow from $12.4 billion in 2016 […]
Apple’s announcement on Monday that its Safari desktop browser would block third-party tracking information by default worries the ad tech industry – even though Safari represents less than 5% of paid search clicks, according to data from performance marketing agency Merkle. But not everyone is alarmed. The change is likely just another stepping stone in […]
Kelly Liyakasa contributed The European Union’s General Data Protection Regulation (GDPR) will become law in May 2018. Think it won’t affect you? Think again. “This kind of legislation impacts every company in the world,” said Acxiom CEO Scott Howe. “Very few companies aren’t collecting or utilizing information to improve their decision making.” But how the […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Spencer Scott, head of media platforms at PCH/Media. How did it come to this? That’s the question digital publishers and advertisers have been asking themselves in recent years. Despite an abundance of creative ad […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. There Can Be Only One (Portal) Yahoo’s shareholders approved its sale to Verizon for $4.48 billion on Thursday, clearing the way for the deal to close on June 13. More. No surprise: Jobs will be lost in the process. Oath, the combined AOL-Yahoo entity under parent […]
Google’s exchange bidding product entered open beta on Thursday. Publishers will be able to test how Google’s solution fares against their header bidding setups. But here’s a tip from publishers already using exchange bidding: Use both. Each connection has its own pros and cons, they told AdExchanger. For the time being, it’s better to test […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Spotify walks a fine line with its ad experience. Ads should be relevant and not too frequent, but just annoying enough to motivate users of its free version to convert to paid. “You do see drop-offs in the first several days to the first […]
Regulators will always be playing catch-up with technology. Is self-regulation the answer? By the time regulators do act to protect consumers, it’s generally more reactive than proactive. “The pace of change is much quicker than it used to be,” Martha Coakley, the former attorney general of Massachusetts, said Wednesday at an event hosted by marketing […]
Dentsu Aegis Network said Thursday that its media agency brands in the US will use Merkle’s PII-based M1 platform for centralized data planning and activation. Dentsu’s media agencies have been piloting M1 for a few months, and it’s now officially being deployed as a self-service tool at Carat, iProspect and 360i, as well as at […]
Tapad has tapped a new CEO. Are Traasdahl will step down as Tapad’s CEO, effective immediately, the company said Thursday. He will be replaced by Sigvart Voss Eriksen, a Telenor exec who’s been with the operator for more than 15 years, most recently as head of advertising technology. Telenor, a Norwegian telco with more than […]
“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 Kevin Arrix, chief revenue officer at Verve. While the online brand-safety problem is the new normal – at least for now – it is up to brands to take the lead […]
Procter & Gamble has a reputation for putting its partners through the wringer – and sometimes out of business. Some ad tech CEOs are hopping mad about it. “The death of AudienceScience is on P&G’s doorstep,” said one ad tech chief exec. AudienceScience, P&G’s longtime buying platform, was forced to close its doors last week, less […]
SourceMedia, the publisher of longstanding B2B titles “American Banker,” “Mergers & Acquisitions” and “Accounting Today,” traditionally relied on paid subscriptions and conference proceeds to drive its revenue. But increasingly, it’s turning to newer ad formats such as outstream video and native to capture more incremental marketing spend. SourceMedia sees itself as a premium information resource […]
Don’t call the latest venture from ad vet James Heckman, Maven, an ad network. It’s a tech platform for niche publishers that also handles monetization and subscriptions. “We’ve tested this model several times over the past 20 years and it’s never not succeeded,” Heckman said. Heckman’s history goes back to the dot-com boom and includes […]
As Chemistry Communications’ clients created more content and more ambitious distribution plans, manually distributing that content to dozens of native and social platforms became untenable. Chemistry turned to Story by PulsePoint to make content distribution more cost- and time-efficient. The agency serves clients not only in content marketing, but through media buys across digital, video […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Back To Basics “We as an industry have poisoned programmatic,” Hearts & Science CEO Scott Hagedorn told attendees of the Mumbrella360 conference on Tuesday. “We told clients … there was all these people with hands on keyboards that were doing bidding and going after inventory when […]
Private equity firm Vector Capital has rebranded Experian’s cross-channel marketing business as Cheetah Digital. Vector acquired a majority stake in the marketing technology in April, with Experian retaining 25% control. If the name sounds familiar, it’s because the stack now known as Cheetah Digital includes the first-gen email marketing platform CheetahMail – which has been […]
“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 Auren Hoffman, CEO at SafeGraph. People say “data is the new oil.” But unlike oil, the quality of data is extremely difficult to measure. In my experience, most marketing data […]
Procter & Gamble has anointed MediaMath as the next demand-side platform in its growing DSP roster. P&G is also working with The Trade Desk, and with Neustar as its global data management platform. On Tuesday, MediaMath revealed that it had received a $175 million credit facility led by Goldman Sachs with participation from Santander Bank. […]
Snap’s acquisition of location data company Placed, announced Monday, shows the platform is getting serious about attribution. While Snap has robust location data on its 166 million daily active users, Placed’s ID graph, which collects geodata on a panel of 150 million opted-in mobile devices, broadens those insights to people who don’t use Snap and […]
Multichannel ad revenue may be the real moneymaker for traditional TV companies in the near future. While the compound annual growth rate (CAGR) for total US TV ad revenues between 2016 and 2021 will increase a modest 1.3% to $75.2 billion, most growth will come from multichannel ad revenue, like IP-based streaming content or online […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Eric Berry, CEO at TripleLift. Header bidding increases yield. This dogma is unquestioned and largely unassailable as the revenue increases are quantitative and provable. But despite the tangible gains, questions linger about why, beyond […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Siri’s Lament When Apple shipped Siri on iPhones in 2011, it became the first company with any meaningful AI product adoption. “Six years later, the technology giant is struggling to find its voice in AI,” reports The Washington Post. “AI programming demands a level of data […]
You gotta give credit to MediaMath. At least, Goldman Sachs did. MediaMath said Tuesday that it had received a $175 million credit facility led by the finance giant. Santander Bank also partnered. CFO Stacey Bain said MediaMath’s previous debt facility was coming due, and the company will use its new line of credit to refinance […]
“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 Ian Hewetson, vice president of client services at Eyereturn Marketing. Fraud and viewability get all the attention when marketers question their display ad effectiveness. But there’s a more common issue […]
Marketers spend a lot of time and money testing their digital campaigns across channels, creative formats and audience targets. Marketing research and development platform Quantifi aims to ease that strain by automating the process. The company launched on Tuesday with $2 million from a number of strategic investors including High Alpha Capital, a VC firm […]
Tremor Video has hired Mark Zagorski, the former CEO of data management platform and exchange eXelate and current EVP of the Nielsen Marketing Cloud, as CEO. He will begin July 10. Tremor, a video ad platform that more recently began focusing on the sell side, has had a vacancy at the top since February, when […]
