“SMB” is not the first thing that comes to mind at the mention of SAP. But the enterprise software giant is actively courting small and medium-sized businesses like Veritas Studio Wines, a two-year-old boutique vino shop tucked away on a side street in the Hell’s Kitchen neighborhood of Manhattan. Veritas is plagued by many of […]
The Weinstein Co.’s Oscar-nominated tearjerker “Lion” was a big hit in markets where the distributor expected to see more modest results – including Salt Lake City, Boise, Kentucky, Dallas, Houston, Nebraska, Minneapolis and Las Vegas. Native content created by values-oriented publisher FamilyShare and distributed on Facebook improved the box office receipts in those markets. The […]
As consumers went mobile, cookie-based data management platforms (DMP) like BlueKai – now Oracle Data Cloud – had to figure out a new data strategy. Oracle Data Cloud, which employs 1,000 people, hooks into multiple digital and TV platforms to differentiate its DMP offering. “We’ve really worked to have reach and meaningful scale through partnerships […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Fast Forward YouTube TV launched last week with a DVR-like recording feature allowing users to store an unlimited number of shows. But for many major TV shows the service prevents ad skipping, in deference to YouTube’s cable network partners (who use the same policy with their […]
The Digital Place Based Advertising Association (DPAA), an industry trade group spanning out-of-home media and advertising technology, on Monday released its first programmatic standards for digital out-of-home (DOOH) campaigns. The DPAA hopes these standards, which are like existing openRTB guidelines from the IAB, will facilitate digital out-of-home buys. The DPAA’s standards outline video ad formats […]
Within a year of its launch, Omnicom Media Group’s (OMG) third agency, Hearts & Science, was running two of the world’s largest media accounts. This feat is made more impressive in that when OMG pitched for one of those accounts, Procter & Gamble, Hearts & Science didn’t even exist. “We had to hire 300 people […]
“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 Handly, CEO at Reveal Mobile. Beacons entered the marketing landscape a few years ago with splashy headlines touting large national retail deployments and the ability to engage with customers […]
In 2015, Gannett started using a free tool from ShareThis to optimize Facebook posts by testing more than one headline or image at a time. Since then the tool has significantly supported two goals: improving Gannett’s engagement on Facebook and driving audiences to USA Today sites such as sports property FTW. “This allows us to […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joe Hirsch, CEO at YellowHammer Media Group. Video advertising is not the same for all publishers. The lucky few large premium publishers that rely on a direct sales force to sell advertising have completely […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Baby Steps Facebook is exposing some new data for ad measurement. ”For example, it will let marketers track the order in which users see their ads and how many ads were viewed in a campaign,” writes Cory Weinberg at The Information. Then new data points are […]
Broadcast networks Turner, Fox and Viacom have chosen Accenture to host and verify OpenAP, an audience platform that standardizes segments and measurement across their networks, the companies announced at a Friday event in New York City. When the three networks first announced OpenAP in March, they were adamant about backing it up with third-party measurement […]
The agency-client relationship is ailing, and fixing what’s broken will involve deep organizational changes on both sides of the table – starting with the marketer. “The brand has to start with itself,” said Brigitte Majewski, Forrester analyst and author of a report released Thursday calling for a new agency operating model. “If you aren’t asking […]
“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 Scott Bailey, executive vice president of strategy and analytics at Target Data. One-to-one is the pinnacle of marketing. It’s why a steady stream of venture capital has poured into companies […]
After its merger with Starwood, Marriott is doubling down on paid media to drive awareness for some of its new portfolio brands. One ad campaign, “Go Beyond,” which launched this week, commemorates Sheraton Hotels’ 80th year in business. “We are trying a lot of new things in digital including people-based marketing and sequential messaging with […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Hlavacek, vice president of global automated monetization at The Weather Co., an IBM business. Imagine if today was your first day at your first job in digital media sales. You have no experience, […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Back In The Mix Google debuted a marketing mix modeling (MMM) partner program yesterday. It’s an easy-to-miss and important addition to Google’s measurement platform. The self-evident benefits of multitouch attribution (MTA) have failed to overcome last-click in large part because MTA fails to capture macroeconomic or […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Six months ago, Dentsu officially closed on its $1.5 billion acquisition of CRM and digital media agency Merkle. The post-deal integration is “a story with two plots,” according to John Lee, Merkle’s chief product and data officer. The first plot is a straightforward portfolio […]
Colgate-Palmolive is eager to move away from last-click attribution. But similar to most traditional brands, the CFO is being cautious. Moving to more advanced attribution tactics, such as multitouch, isn’t cheap, in terms of vendor fees and internal human capital. “We would have to sell a lot of toothpaste to get return on investment in […]
Last year, American Express’ B2B division – a unit that delivers 40% of the company’s total billings – saw serious results from its programmatic advertising strategy. On Wednesday at the Programmatic I/O conference in San Francisco, American Express VP Tatyana Zlotsky revealed that the financial services company had quadrupled programmatic media spend in 2016. The move […]
“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 Phil Schraeder, president and chief operating officer at GumGum. Marketers like Marc Pritchard, P&G’s global brand-building officer, are beginning to throw down the gauntlet on viewability. Few publishers have sat […]
There’s a “simultaneous frustration” on the buy and sell sides to move beyond legacy TV currency standards like C3 ratings, said Linda Yaccarino, chairwoman of advertising sales and client partnerships at NBCU, at the 4As Transformation show in Los Angeles on Tuesday. This upfront season, NBCU is asking buyers to rethink the way they approach […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jacqueline Corbelli, co-founder and CEO at BrightLine. No one can deny that these days the reigning king is content, illustrated by Netflix’s and Amazon’s rapidly expanding services using original content to woo subscribers. We’re […]
With early-stage ad tech venture capital (VC) dwindling in recent years, some ad tech entrepreneurs stepped in to fill that funding gap, forming an angel investor ecosystem. While institutional investors are disenchanted with ad tech, insiders are more optimistic. AppNexus founder and CEO Brian O’Kelley said he hopes to invest “in a space I understand […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Welcome To The Jungle Amazon has become a legitimate threat to Google and Facebook in the media space. In a note to investors, BMO Capital Markets analyst Dan Salmon raised his price target for Amazon from $900 to $1,200 and said it will take significant market […]
Trading desk CEOs want to change the narrative around programmatic to one of quality rather than cost efficiency. For Amnet co-CEO Art Muldoon, who joined Dentsu Aegis Network when it acquired his programmatic shop, Accordant Media, in August, the ability to tap into a network of creative and data assets helps push that narrative to […]
M&A reports released in the past week show digital media and ad tech acquisitions continuing at a healthy clip. The trend is driven by increasing exit opportunities. Internet giants, commerce and retail businesses, media companies, agencies, enterprise clouds, private equity firms and telcos are all active M&A parties for data-driven digital startups, said John Prunier, […]
Intel’s decision to bring programmatic media buying in-house boiled down to this: audience insights. “Our biggest aha, our epiphany, was that we wanted to have a holistic view of our customer,” Julie Keshmiry, Intel’s global media director, said Tuesday at Programmatic I/O in San Francisco. But getting that view is particularly difficult for a non-customer-facing […]
PopSugar’s young female readers are turning into young female viewers. What started out a decade ago as a celebrity news site has used its foothold to expand into a dozen verticals, including food, fitness and moms. And PopSugar increasingly tells its stories via video. PopSugar Fitness is the standout, with more than 1 million followers […]
B2B advertisers historically have been slower to adopt programmatic than their B2C brethren. That lag is because B2B was mostly marketed through a company’s owned properties, lead forms or offline events. The market for B2B exchange data also wasn’t very robust. But as B2B publishers expand their programmatic offerings and the buy side adopts more […]
