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 […]
Here’s the crisis in the agency world, as Kepler Group CEO Rick Greenberg sees it: “Digital media is still run in an oversimplified fashion.” Agencies often don’t take full advantage of their ad tech because the targeting for their campaigns isn’t granular enough, Greenberg said. “When you aggregate too many targeting variables, it’s really hard […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lorne Brown, president at SintecMedia. Fox, Turner and Viacom recently announced an audience targeting alliance called Open AP just in time for the annual upfronts. Open AP is designed to allow buyers to define […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Some ID Please The idea of standardizing user IDs across ad tech companies and web publishers is gaining steam as a means to manufacture scaled targeting on par with The Duopoly. Google and Facebook “have really strong identity systems and have locked people into their systems,” […]
Mobile-first? Passé, says Google. The future is being driven by artificial intelligence. “Mobile made us reimagine every product we were working on,” Google CEO Sundar Pichai said Wednesday at Google’s I/O developer conference in Mountain View, Calif. “Similarly, in an AI-first world, we are rethinking all our products and applying machine learning and AI to […]
Unlike the NBC upfront, which touted TV’s edge over digital, Turner Broadcasting took a different approach at its upfront Wednesday by emphasizing the “omnichannel experience.” “We reach 125 million viewers now across linear, OTT and mobile devices every month,” said Kevin Reilly, president of TBS and TNT, and chief creative officer for Turner Entertainment. “We’re […]
Even with the best audience targeting, it can be tough for advertisers to find adventurous consumers in need of bear spray for their next hike or specialized biking, hiking or skiing gear for weekend treks. Because it serves as an online watering hole for outdoor enthusiasts, Outside magazine enjoys steady growth in its digital business […]
Programmatic buyers on the open exchange who think they’re purchasing inventory from ESPN or The New York Times often end up buying from imposter sites instead. At times, the amount of misrepresented inventory in the marketplace can dwarf the legitimate inventory sold by brand-name publishers. The practice, domain spoofing, will become much harder to carry […]
First-party audience data is an app publisher’s most precious asset. Which is why, as developers and brands dip their toe further into mobile programmatic, private marketplaces are their safety mechanism. On Wednesday, MobFox took the wraps off a PMP for mobile audiences, where app publishers can make their data and inventory available programmatically and select […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. (Another) Facebook Mea Culpa Math is hard. Facebook is refunding some advertisers after uncovering yet another measurement bug that led it to overstate clickthroughs on link-based video carousel ads running on its mobile site. Read the blog post. The amount of money lost per advertiser was […]
Acxiom’s 2017 Q4 performance was better than expected, as CEO Scott Howe’s plans to turn the company into a data infrastructure provider started to take form. Read the release. That transformation was evident in the company’s 2017 Q4 and full-year earnings report, released Tuesday. Acxiom earned $225 million in quarterly revenue, which was flat compared […]
Major ad platforms like Facebook and Google are soaking up the local and small-business market at an eye-popping rate. And it’s taking business away from smaller platforms like Yelp, whose stock has dropped almost 30% after local advertisers moved spend to Facebook and Google. Facebook, for instance, announced March of last year that it had […]
Six months ago, Discovery Communications invested $100 million into Group Nine Media – a media rollup including Thrillist, NowThis, The Dodo and Discovery’s science and tech pub, Seeker. And it’s finally all starting to cohere. “We’ve stayed super heads-down and our NewFront was a really good excuse to give ourselves a deadline,” said Ben Lerer, […]
“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 Ramez Karkar, director of data architecture at Mediavest Spark. The current data landscape in which CPG marketers find themselves resembles an island without access to clean water. Luckily, supplies may […]
For years, Intel’s five-note jingle was one of the most recognizable sounds on TV and helped build solid brand awareness for its consumer-facing PC business. But a jingle isn’t going to encourage network administrators at a telco to embrace Intel’s open architecture or get senior decision-makers to consider Intel’s hybrid cloud platform. “In the past, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Birds Of A Feather NBCU ad sales chief Linda Yaccarino gets the profile treatment in The New York Times. Despite the momentum behind ad-free content like Netflix, Amazon and Hulu, she says “everyone agrees that advertising-supported content needs to remain the main driver or the epicenter […]
NBCUniversal’s chairman of advertising sales, Linda Yaccarino, went straight for Google’s jugular at the network’s Monday upfront presentation. “At NBCUniversal, you never have to worry about showing up next to something objectionable,” Yaccarino said at the New York City event, alluding to the online giant’s brand safety struggles. “But, let’s be honest: Brand safety is […]
Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct […]
Promoting reviews and content featuring Brooklinen’s bed sheets drives results for the direct-to-consumer brand. “We’ve struck a nerve with the consumer that does research,” said Justin Lapidus, general manager of Brooklinen. The company has grown by a factor of 10 during the past two years, and it raised $10 million in Series A financing in […]
Google wants to clean up where it places ads, but it also doesn’t want to hurt its publishers’ revenue. So instead of kicking out an entire site that violates a Google policy, Google will remove individual pages from a publisher’s site that violate Google policies. AdSense publishers will receive emails when content violates Google policies, […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Ferber, founder and CEO at Videology. They say the first four stages of change are precontemplation, contemplation, preparation and, finally, action. After attending the recent National Association of Broadcasters (NAB) convention, it’s clear […]
“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 Gary Kibel, a partner in the digital media, technology and privacy practice group at Davis & Gilbert. To marketers, geofencing sounds like a perfect way to target the right consumer, at […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Credit Where Due On Wednesday, the day before The Trade Desk announced its first-quarter earnings, the company disclosed in SEC filings that it had opened a $200 million line of credit (read the release). That new stash is reserved for a single purpose, “bridging the divide […]
The Trade Desk first picked up steam in the market around five years ago positioning itself as a pure-play agency toolkit. It won business at the expense of earlier DSPs, such as Turn and TubeMogul, that had frosted their agency relationships by going directly to brands. Now the company is plotting its course as the DSP […]
