SheKnows built its own header bidding wrapper, which is now used by the 1,500 blogger sites it represents as well as its flagship property, SheKnows.com. Most publishers don’t build their own tech, instead using wrappers built and maintained by their ad tech partners. But Phil Bohn, VP of programmatic sales at SheKnows Media, said having […]
Keary Phillips spearheaded the tech stack behind Allstate’s programmatic in-house strategy. Now he’s at it again at Angie’s List – the digital reviews site for local service providers he joined as senior director of digital marketing last August. Although Angie’s List was founded in the mid-’90s during the peak of web 1.0 portals, ironically it […]
“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 Greene, vice president of product strategy at AudienceScience. The current fervor surrounding brand safety has brought a great deal of finger pointing as the industry tries to assess the blame. […]
The share price of Electronic Arts has nearly doubled in the past two years, as it reshapes around data and connectivity. The video game company’s focus on driving player engagement has led to major changes for EA’s advertising team. That team has media buying and attribution responsibilities brands typically delegate to agencies or vendors, and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snap Safety Snapchat might be shiny, but it isn’t immune to the brand safety landmines plaguing the digital ad ecosystem. GroupM recently sent a memo to clients warning that their ads could be running adjacent to “explicit adult content” on Snapchat Stories. Turns out a porn […]
Sam’s Club doesn’t take a wholesaler’s approach to mobile re-engagement. “We’re always thinking about how to segment and target our users,” said Drew Frost, senior product marketing manager at the Walmart-owned, members-only retail club. “Our main focus is on finding and engaging what we call our higher-value users.” For Sam’s Club, high value is derived […]
Forrester’s 2017 DSP Wave ranking placed six platforms as market “leaders”: MediaMath, DataXu, Trade Desk, Turn, Adobe and Rocket Fuel. Three others straddled the line between “leaders” and “strong performers”: Google, AppNexus and AOL. AdForm fell into the “strong performers” category. Time Inc.-owned Viant, including Adelphic, trailed the rest of the group with a placement […]
Major publishers like Hearst, Vice, Time Inc., The New York Times and Meredith have either built or acquired agency capabilities and content studios over the past few years to create synergies between their content and the brands that monetize it. Being owned by a publisher allows digital agencies to tap editorial expertise for engaging creative […]
“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 David Raab, principal at Raab Associates. When online marketers get tired of worrying about Google and Facebook taking over their world, they may instead fret over whether the EU’s upcoming […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Todd Tran, chief strategy officer at Teads. Although viewability has been a big topic for the past couple of years, the standard for viewability of video ads is still hotly debated. Most of the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. We Rented Your Room It’s reasonable to assume that when the largest and perhaps most influential advertiser in the world says it will shift spend back from digital to linear TV, network executives would jump for joy. But Procter & Gamble did just that during the […]
If you work in ad tech, you’ve probably crossed paths with Eric Franchi, co-founder of early ad-net-turned-creative-ad-platform Undertone, somewhere on the conference circuit. Franchi has set his sights on new endeavors, as the longtime investor and startup adviser revealed late Thursday his last day at Undertone will be June 1. Franchi helped carry Undertone through […]
New York-based coffee lovers probably want to receive targeted push notifications with discounts on lattes at their favorite Brooklyn coffee house – but not if they’re traveling in Chicago that day. It’s hard to get that level of granularity right, which is why a lot of brands aren’t taking advantage of context, location, weather and other […]
“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 Matt Voda, CEO at OptiMine. At a recent attribution conference, I was surprised to see that the term “attribution” holds many different meanings to different people in the advertising industry. […]
The past couple of years have been tough for CPGs, as consumers move toward fresher and healthier items and ecommerce disrupts the way goods are sold. The Q1 earnings season has only reinforced the trend. At Kellogg’s and Kraft-Heinz, net sales fell about 3% year over year in Q1 2017. Mondelez grew organically a meager […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Martellotti, co-founder at Wholetone Media. We are sitting in the middle of a giant shift, as advertisers and publishers navigate from the old seller-driven market to the programmatic-buyer driven market. Today, most sellers […]
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. TL;DR Supply-side companies have taken heat lately over nontransparent fees, but demand-side platforms (DSPs) aren’t off the hook either. DSPs squeeze ad buyers on extra fees in three ways: by defining their own clearing price, marking up additional audience segments and arbitraging inventory. As with previous […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Rubicon Project’s new CEO, the storied Michael Barrett, comes into the studio for the latest episode of AdExchanger Talks. And he doesn’t disappoint, talking in-depth about the company’s roadmap and fee structure. Barrett has known Rubicon Project since its inception 10 years ago, when […]
Marketers aren’t all that wound up about Facebook’s recurring ad metric errors. Bugs happen, said Alok Gupta, data science manager at Airbnb, speaking at a measurement event hosted by Facebook on Wednesday. “You’re never going to build a perfect system immediately or ever,” Gupta said. “As long as the bugs or problems are identified quickly, […]
Businesses spend around $40 billion a year on digital content marketing, and Demandbase, which announced a $65 million financing round on Thursday, is looking to cut itself a slice of the pie. Led by existing investor Sageview Capital with participation by a smorgasbord of others, including Adobe Systems, Altos Ventures and Sigma Partners, the financing […]
Despite being a universally recognized name in health and fitness wearables, Fitbit turns to paid media whenever it releases a new connected wristband. Because Fitbit is a lifestyle product, it wants to find ways to insert its brand into consumers’ fitness regimens – not just hammer them over the head with basic banner ads and […]
Not so long ago, Dose operated like a typical viral publisher, running tests to create the most clickable headlines and raking in revenue from banner ads. But last year, Dose cut off all of its programmatic ads and bet its future on branded content. Dose founder Emerson Spartz shifted strategy because he says the viral […]
“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 My N. Tran, chief product officer at ADVR. The most common use case for virtual reality (VR) today is showing our friends how cool it is, which, as a VR […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Caution The IAB’s ads.txt initiative aims to help buyers avoid purchasing inventory on fake domains masquerading as premium pubs by letting those pubs publish an authorized list of resellers [AdExchanger coverage]. But its success depends on widespread adoption, argues George Slefo at AdAge. While many publishers […]
Google’s YouTube measurement system, Ads Data Hub, now works with media bought through DoubleClick and the Google Display Network (GDN). Ads Data Hub is designed to provide insights into ad spend and campaign performance across Google properties while respecting user privacy. It is meant to solve inconsistencies in measurement that have emerged (especially in mobile) […]
Wait, there’s good news in the fight against ad fraud? The global monetary impact of ad fraud is expected to go down this year, the amount of mobile fraud happening in the ecosystem is much lower than feared and programmatic can be just as safe as direct-sold if buyers implement the right security measures. The […]
As Amazon’s commerce and advertising revenues continue to skyrocket, the company’s enigmatic policies remain a core feature of the platform. While leading digital ad platforms like Google and Facebook churn out regular product updates and constantly brief media and customers on policy nuances, Amazon keeps even its closest partners in the dark, according to several […]
“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 Jones, global head of performance advertising and biddable media at DWA Media. B2B advertisers always want to know where they should invest their marketing dollars. For a long time, […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Yoav Naveh, vice president of video at Taboola. The concept of online advertising has long been associated with the standard banner ad – the square unit that consumers breeze past as they scroll down […]
