Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Among early programmatic ad platforms, 10-year-old AdRoll is unique in the breadth of its customer base. With 35,000 mostly small-to-mid-sized companies in its roster, AdRoll claims to be the most widely adopted standalone performance-marketing platform. AdRoll is profitable, and it expects to surpass $300 […]
WPP’s media buying unit GroupM said Thursday that it merged media agencies MEC and Maxus to cut costs, since the two agencies have overlapping capabilities. The yet-to-be-named firm drives a billion dollars in revenue and will be led by MEC CEO Tim Castree. “Combining [MEC and Maxus] gives us scale but also flexibility to invest […]
The Atlantic used to have dueling video strategies – one aiming to improve direct monetization onsite and the other to extend its reach and audience offsite. The Atlantic would first monetize video on its flagship site TheAtlantic.com using the Brightcove video player, then push those clips or cuts of them to YouTube. But because off-platform […]
Kiip is giving SDK-averse apps another option to test its demand. On Thursday, the mobile rewards ad network rolled out the ability to use JavaScript tags as a lighter-weight way to serve campaigns into a publisher’s app. Early test partners include music discovery app SoundHound and The Meet Group, which operates a suite of social […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Richie Hyden, co-founder and chief operating officer at IRIS TV. In the fast-changing TV business, data will be the currency that pays for everything. It will allow for better ad targeting, smarter decision-making and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Doctor Is In A health-care marketing startup that offers in-hospital media solutions – TV screens and tablets that stream educational clips and medical info (and, uh, ads) – is raising $600 million at a multibillion-dollar valuation. Outcome Health, the Chicago-based startup, acquired direct competitor AccentHealth […]
Bottled water brand Essentia Water is getting its feet wet with digital marketing. “Our number-one goal is to bring our brand messaging to life across digital platforms, regardless of the channel,” said Zola Kane, Essentia Water’s senior director of digital marketing. Essentia, purveyor of what it calls ionized alkaline water, launched an integrated brand campaign […]
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 […]
