“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 […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Commish Among the trends the Association of National Advertisers (ANA) discovered in its 17th triennial study on agency compensation is that programmatic media buying has increased the popularity of commission-based fees. Commission-based models sharply declined from 1996 until 2010, when a mere 3% of survey […]
Facebook is ramping up its publisher-centric strategy by testing a self-serve product powering programmatic direct deals called Audience Direct. In its first iteration, Audience Direct helps publishers sell their video inventory, giving them more control over how they structure direct deals and, eventually, how they guarantee delivery against them. “This enables them to create direct […]
Disused phone booths in New York could soon go programmatic. Nine-year MediaMath vet Ari Buchalter is stepping in as CEO of Alphabet-backed smart cities startup Intersection, best known for its interactive LinkNYC kiosks replacing neglected phone booths with Wi-Fi hotspots across New York City – and he’s bringing his data-driven sensibilities with him. “When people talk […]
By Ryan Joe and Tilde Herrera If you’re looking for one takeaway from all of the announcements Google is flinging around at its Marketing Next event on Tuesday, it’s that the internet giant really wants to account for marketing spend in as many channels as possible. Google is powering up its attribution product, connecting local […]
With the dynamics of header bidding changing, Criteo created a new version of its header bidding product Direct Bidder with more controls and added transparency and flexibility. Direct Bidder, which Criteo first started developing in October, can be plugged directly into the ad server, or work within header bidding wrappers from Prebid or Index Exchange. […]
Clients want more insight into the complicated process of programmatic buying. So French holding company Havas on Tuesday launched the Client Trading Solution (CTS), a customizable dashboard that allows advertisers to track their programmatic campaigns and fees across different demand-side platforms (DSPs) and exchanges in real time. So far, Spanish telco Telefónica is using the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Dependency Issues While some publishers have the tech expertise to build products and replace ad tech vendors, they don’t have the bandwidth to continually update and monitor those products. When publishers decide to build something, it’s usually because it’s a product they use heavily that brings […]
Maxus CEO Lindsay Pattison has a big job ahead of her as chief transformation officer at GroupM: transforming WPP’s mammoth services business into modern and agile solutions provider for clients. In her new role, which she assumed on Thursday, Pattison will lead change initiatives across WPP to ensure it remains relevant to clients as they […]
Creating Facebook ads manually was wearing thin for TechStyle, the parent company of members-only fashion ecommerce sites ShoeDazzle, JustFab, FabKids and Fabletics. When a brand spends nearly $90 million a year on digital marketing, automation is the key to sanity. “Elegant, hard-working, effective advertising at scale is exciting – but the idea of doing that manually […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Tal Chalozin, co-founder and chief technology officer at Innovid. For years, some in the digital media industry have heralded the “death of TV” as an event nothing short of inevitable. For them, the steady […]
“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 Lung Huang, head of strategic partnerships at 84.51°. As a fan of HBO’s “Silicon Valley,” there are always parallels to the digital advertising industry that make me laugh uncomfortably at […]
While header bidding can increase publisher CPMs and revenue, the growing complexity of the implementations makes it harder to differentiate vendor partners. Ancient History Encyclopedia, for instance, saw CPMs rise 75% after adding header bidding a year ago. The online encyclopedia operates as a nonprofit and relies on advertising for the majority of its revenue. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Tip Of The Iceberg Apple has faced opposition in China, but it’s still the single biggest market for the App Store, passing the US last year. “Now, its effort to wring more revenue from Chinese iPhone users may be setting the company up for more trouble,” […]
Publishers that sell out of video inventory quickly are trying to increase video engagement by improving the quality of the user experience – not just chasing reach at the most cost-effective CPM. For example, Little Things dumped autoplay, mobile interstitials and outstream in favor of click-to-play. “We wanted video views to be on the consumer’s […]
Before he tried on agency life, Babs Rangaiah was a bit of a star on the CPG circuit. After more than a decade driving media innovation for global CPG Unilever, a shakeup in Unilever’s marketing org last spring led Rangaiah agency-side. Now, as a partner leading global marketing solutions for IBM’s in-house agency, Interactive Experience […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rob Rasko, founder and CEO at The 614 Group. Online publishers, now more than ever, must juggle the demands of creating great content while driving revenue. At the heart of this balancing act are […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Crossing Burnt Bridges Facebook is running into roadblocks on its quest for TV ad dollars, writes Mike Shields for Business Insider. Unlike Google and Amazon, who are either licensing programming or selling subscription over-the-top (OTT) services to gain TV market share, Facebook wants to use its […]
The Association of National Advertisers’ (ANA) inquisition against nontransparent programmatic media buying rages on. The ANA on Thursday released a study illuminating the often murky fees taken throughout the messy programmatic supply chain, from advertiser, to agency, to trading desk, demand-side platform (DSP), exchange, supply-side platform (SSP) and publisher. Read the study. The survey, conducted […]
Twitter has hired former Turn CEO Bruce Falck to lead its Revenue Product team, according to a tweet Thursday by company co-founder and CEO Jack Dorsey. Falck has earned a reputation as an ad tech turnaround artist, stepping in as COO at BrightRoll a year prior to its $640 million sale to Yahoo and then […]
“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 Pete Spande, chief revenue officer at Business Insider. Imagine this unfortunately all-too-common scenario: A publisher works on a potential program with a new advertiser. After discussions promisingly move forward, the […]
Net neutrality is not long for this world. In a 2-1 party-line vote Thursday, the Republican-led Federal Communications Commission (FCC) voted to repeal Title II, the regulatory framework used by the former regime to reclassify broadband providers as common carriers. The proposed rule, part of the FCC’s effort at “restoring internet freedom,” will be subject […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Programmatic has matured far beyond its early days as a source of low-CPM, backfill demand for publishers, but marketplace friction and talent shortages are still holding it back. “Programmatic enables so much more than what exists on the direct sales side,” Ryan Pauley, Vox […]
Bots are to web traffic what broken turnstiles are to amusement parks – they make it impossible to get an accurate read on how many people are coming through the door, and that messes with optimization. But at least in the case of a physical location, the visitors are human. On Thursday, bot detection company Distil […]
