Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ma Bell Speaks AT&T hasn’t gotten regulatory approval for its Time Warner takeover, but it’s not waiting on a green light to hit the gas. The telco recently poached GroupM leader Brian Lesser for its nascent ad platform and is growing the number of […]
US cable TV networks are being strangled by cut cords. Research firm eMarketer lowered its US TV ad spend forecast for 2017 by $1 billion on Wednesday, citing “faster-than-expected growth in cord cutting” as the main contributor to the decline. US TV ad spend will still grow, the firm predicted – but by just 0.5% […]
In a blog post Wednesday, Facebook’s VP of global marketing solutions, Carolyn Everson, acknowledged that some marketers are “feeling uneasy” about viewability, online ad metrics and brand safety. She outlined updates meant to address that discomfort. First, Facebook intends to give advertisers more control over where their ads are running by tightening guidelines on the […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Drew Bradstock, senior vice president of product at Index Exchange. People-based marketing, in which publisher and advertiser first-party data is employed to target users across devices, is hotly debated as the new standard for […]
WPP CEO Martin Sorrell called out Twitter’s revenue potential – along with the social platform’s positioning amid Google and Facebook’s ad dominance – in an interview with Twitter CEO Jack Dorsey onstage at Dmexco in Germany on Wednesday. “Twitter does not seem to have achieved the prominence Twitter [and the industry] would want,” Sorrell said. […]
Slideshows have been hurt by growing demand for viewable inventory, as readers rarely scroll down and often click to the next slide before ads load. Topix, which buys traffic to slideshows that rack up tons of page views, was affected by this shift. Four months ago, the site’s viewability hovered around 40%, so programmatic buyers […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Lost In Translation Publishers have been “quietly observing shifts in upstream partner behaviour as vendors go about their ‘testing’” of first-price auction dynamics, writes The Guardian’s programmatic director, Daniel Spears, in a LinkedIn post. Advertisers and publishers are the two pillars of the digital […]
Marketers, forget virtual reality (VR) for now. VR and augmented reality (AR) often get lumped together, but AR is the consumer-facing technology that’s taking center stage. At a special event on Tuesday, Apple unveiled an assortment of new hardware and software, including iPhone 8, souped-up Apple TV, the next generation of Apple Watch and a […]
The IAB Tech Lab wants to change its OpenRTB 3.0 programmatic auction standard so that it authenticates basic details of the transaction, like the identity of the seller. The current OpenRTB standard assumes buyers and sellers honestly identify themselves and their intentions – but some shady players took advantage of that honor system. One problem […]
“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 Kim Brown, founder and CEO at Centrally Human. We all know data is an integral ingredient in today’s digital marketing and performance-based world. Yet with so many data options and […]
Tremor Video rebranded Tuesday as Telaria and will trade on the New York Stock Exchange as “TLRA” beginning Sept. 26. The move follows the August sale of its buy-side business to mobile ad tech firm Taptica for $50 million. The company hopes the rebranding will further distinguish Tremor’s sell-side business from the Tremor Video demand-side […]
Despite rising content marketing budgets, the logistics of briefing multiple publishers, approving content and measuring results makes it difficult to scale investments. To help brands and agencies address this logistical pain point, Pressboard designed a platform to automate, standardize and scale sponsored content. The company has helped clients such as GE, Ford, General Mills and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Best Frenemies AppNexus, Rubicon Project and PubMatic have launched a joint open-source initiative called Prebid.org to establish header bidding standards and processes, which will ultimately benefit premium publishers. “We’re starting to see the need for header bidding to go everywhere,” AppNexus product line manager […]
Ritz Crackers is always looking for out-of-the-box ways to connect with its customers. So when NUE Agency, which develops the music strategy behind campaigns for Ritz’s parent company Mondelez, suggested launching a voice-activated cooking show on Amazon Echo, Ritz marketing exec Lauren Sella was all in. “As a brand, we’re about celebrating people getting together and providing inspiration to make […]
Spanish-language broadcaster Univision hopes to offset declines in local TV ad revenue by doubling down on its digital ad business. It was an early adapter of Facebook Watch, Snapchat Discover and Snapchat Live Stories to reach its audience of millennial Hispanics, but Univision is emphasizing multiplatform campaigns to boost digital revenue. (Univision’s digital ad revenue […]
Taste of Home amassed almost 6 million followers on its Facebook pages, where readers actively commented and shared posts – without ever hiring anyone to run audience development. That raw engagement attracted Kari Hodes to join in January as Trusted Media Brands’ (which owns Taste of Home) VP of digital content and audience development. Hodes […]
“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. Startup data companies have to make a very important choice: What kind of company will they be? I see four basic types of data companies, […]
Both Publicis Groupe’s Zenith and WPP’s GroupM have lowered their 2017 ad spend forecasts, due to cost-cutting clients and slow economic growth in global markets. Zenith projects 4% growth for the global ad market by the end of the year, down from its original forecast of 4.2%. GroupM revised its 4.4% forecast down to 3%, […]
“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 and co-founder at Yellowhammer Media Group. Brands are probably not surprised by the recent ANA report documenting the common agency practice of favoring their own in-house creative production firms over third […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Edged Out Sprint launched an in-house ad agency to handle digital creative production and ad buying. Bringing those marketing functions in-house will save time and bring efficiencies, but it perhaps most importantly will afford Sprint control over its data. “As the owners of all […]
The publication that shunned banner ads reversed course last week when BuzzFeed added programmatic ads. The decision came down to two factors: increased advertiser demand for programmatic and a better user experience, said Ken Blom, BuzzFeed’s VP of branded distribution, who leads the 30-person team that will handle the programmatic logistics. “We don’t want to […]
Teen apparel brand Hollister is drumming up engagement with game-based ad units that are holding players’ attention for nearly a minute at a time, on average. That’s 30 to 45 seconds longer than the average TV ad, said Vincent Obermeier, president and co-founder of TreSensa, an app monetization platform that helps develop and distribute interactive […]
“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 Mark Roy, founder and chairman at REaD Group. In a little under a year, the EU General Data Protection Regulation (GDPR) will come into force, and for programmatic advertisers, it […]
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. Podcast Debutante Podcast networks pitched their wares to a room full of brands and buyers on Thursday at the IAB’s third annual Podcast Upfront in New York City. Audio networks including NPR, Midroll Media, Panoply, WNYC, HowStuffWorks and iHeartMedia presented their new fall series […]
The rollups continue. Fluent, a wholly owned subsidiary of Cogint (formerly IDI), is combining with BlueFocus International, itself the wholly owned subsidiary of a publicly traded Chinese public relations services company, to create a new entity, name TBD. The deal, announced Thursday, is being shepherded by investment bank Petsky Prunier and will blend performance marketing […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. This week on AdExchanger Talks, MoPub honcho Janae Redmond holds forth on changes in the mobile app ecosystem – and how the Twitter-owned exchange has responded to them. For one, the number of apps isn’t growing as fast as it once did, and the publisher […]
Advertisers want measurement that assesses video brand safety. And the latest beneficiary of that need is OpenSlate, a video analytics company that can determine if ads were placed alongside appropriate video content on YouTube. The YouTube measurement partner said Thursday it’s bringing a new brand safety auditing tool for YouTube to market, partnering with independent […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Sarah Wilson, associate media director at DWA Media. TV-connected devices such as Roku, Amazon Fire TV, Apple TV and Google Chromecast are proliferating. Half of US Wi-Fi households now stream over-the-top (OTT) content directly […]
Mindshare launched a service on Thursday designed to let programmatic planners automate targeting, which lets them create lots of segments quickly. The system, called ANNA, is still in beta and uses AppNexus’ demand-side platform (DSP) and a new API from dynamic creative optimization (DCO) platform Jivox. “Physically, you wouldn’t have time to sit in a […]
