The ad tech ecosystem keeps Jessica Rich up at night. “The current models just aren’t working,” said Rich, who until recently sat on the front lines of advertising regulation and enforcement as director of the Federal Trade Commission’s Bureau of Consumer Protection. Rich resigned her post last week after a 26-year career at the commission […]
“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 Carla Holtze, CEO and co-founder at Parrable. I spent some time over the holidays with an old friend who used to work in the music business back the 1970s and […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by James Curran, CEO and co-founder at STAQ. Advertisers have amassed huge first-party audiences in their data management platforms (DMP) and through third-party data partners integrated with their media-buying technologies. This has allowed advertisers to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Acquisitive Year On its Q4 earnings call, Dentsu pointed to its Merkle acquisition as a “step change for the group providing immediate scale, talent and new capability in top-quality data, analytics and CRM.” It also called out Accordant as a “significant investment” in programmatic. Read the […]
Conagra, which owns brands like Chef Boyardee and Orville Redenbacher’s, is no newbie at negotiating for better ad quality. In 2014, it started using comScore’s digital ad effectiveness tools to negotiate delivery guarantees with publishers to ensure display inventory was in view and seen by humans. But ConAgra wants both publishers and advertisers to work […]
User retention, good user experience and monetization can coexist, they just require a deft touch. But for devs that monetize mainly through ads, there’s an inherent tension between their retention and re-engagement efforts and the bottom line. They make the bulk of their money through a means that could easily turn off the users they’re […]
Achieving reach with live video content – whether you’re a brand or a media company – can be a challenge, but there is a growing opportunity to drive audiences via Facebook, YouTube, Amazon-owned Twitch and elsewhere. “Live video amplification is one of those hot topics some would argue doesn’t have real scale,” said Michael Miraflor, […]
“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 Victor Davidson, US lead at DBi Consulting. Marketing orchestration is a strategy or platform that enables marketers to control consumer touch points across paid and owned channels. As I wrote […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snap Judgment In a post on Stratechery, Ben Thompson dubs Snap’s product and advertising road map “the Gingerbread Man strategy,” since its only defensible position is to run, run, run as fast you can (aka constantly invest in new consumer and advertiser products). The problem? Cost. […]
News Corp. is shifting allegiance from Rubicon Project to AppNexus. News Corp. offloaded its entire 8% investment in Rubicon Project, or 3.9 million shares, according to an SEC filing on Friday. Last September, News Corp. invested $10 million in AppNexus. It also signed a master services agreement, enabling its publications to switch over to AppNexus […]
Fraud follows the money, but it also picks the low-hanging fruit. Although Methbot was a fairly sophisticated operation, fraudsters are generally lazy, said Augustine Fou, a cybersecurity expert and independent ad fraud researcher. “The general principle is that bots are not going to work harder than they need to,” Fou said. “If they can get […]
Quotient, which originated as the consumer-facing Coupons.com in the late ’90s, is pushing deeper into programmatic media. The company has launched the Quotient Media Exchange (QMX), a digital media platform that lets CPG and retailer advertisers target ads across Quotient’s publisher network, including Coupons.com, Facebook and other third-party retail partner sites. Another day, another programmatic […]
Martin Kihn, Research VP at Gartner, will speak about the state of mar tech and ad tech at Programmatic IO on April 5 in San Francisco. Ad tech and mar tech may not converge after all. Two years ago, Gartner analyst Marty Kihn predicted that owned media (mar tech) and paid media (ad tech) technologies would come […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Randy Cooke, vice president of programmatic TV at SpotX. Disruption is a norm of the modern world, a predicate of evolution that exists within every industry. Just a century ago, Henry Ford quipped that if […]
“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 Arther Wu, senior director of monetization and business operations at Cheetah Mobile. Napoleon Bonaparte once wrote: “War is 90% information.” When it comes to business competition, the figure might be […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. FCC You Later Ajit Pai, newly appointed chairman of the FCC, pushed back on the idea that he opposes a free and open internet, telling Reuters “the only question is what regulatory framework best secures that.” President Obama’s administration reclassified broadband providers like Comcast and AT&T […]
Facebook will be audited by the Media Rating Council. (Pause for dramatic effect.) The company said Friday in a blog post that it plans to commit to an independent audit by the MRC in order to verify the accuracy of the measurement it delivers to its ad partners. Facebook had reportedly started talking to the […]
On its Q4 and full-year 2016 earnings call on Friday, IPG said it will invest in data and analytics for its global media management unit, Mediabrands, rather than bolting on an acquired solution. “We believe [Mediabrands] will become the data stack and platform that will service all of our clients,” said CEO Michael Roth. Roth […]
Since iCrossing entered the market as a search agency in 1998, digital spend has expanded to social, display and mobile, all of which are table stakes. As a result, iCrossing expanded into a full-service agency, eventually getting acquired by Hearst in 2010. Since then, it’s snagged AOR accounts for clients like Bayer, Church and Dwight and […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Manny Puentes, founder and CEO at Rebel AI. Although White Ops estimated that Methbot siphoned $3 million to $5 million per day from advertisers, fraud where domains are falsified carry a hidden price tag […]
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. No TCR? NBD Nielsen isn’t sweating the delay of its Total Content Ratings (TCR) rollout. During the company’s investor call Thursday, CEO Mitch Barns attributed the hold-up to client lags. [Read the release.] “The measurement itself is solid and is working as intended,” he said. “The […]
There’s a new top cop on the advertising regulation beat. Attorney Thomas Pahl will fill Jessica Rich’s shoes as acting director of the Federal Trade Commission’s Bureau of Consumer Protection. Acting FTC Commissioner Maureen Ohlhausen named Pahl to his new post on Wednesday, the day after it was announced Rich would be stepping down. Pahl […]
Publicis will write down its digital arm, Publicis.Sapient, by roughly $1.5 billion – almost half of its initial valuation – the company told investors during its earnings call Thursday. Sapient, for which Publicis paid $3.7 billion in 2014 to expand its digital assets, has become a drag on the overall business. While Sapient grew 7% […]
Ad revenue was down year over year for Donald Trump’s favorite communication channel. Twitter’s ad revenue for Q4 slumped to $638 million from $641 million in 2015, although ad revenue was up from $616 million in the third quarter. A year-on-year ad revenue loss is a major problem, considering mobile advertising revenue comprises 89% of […]
Veteran Tremor Video CEO Bill Day has resigned, effective immediately, and will serve as a special adviser to the company through June. Paul Caine, the non-executive board chairman for Tremor since 2014 and former Bloomberg Media CRO, will step in as interim CEO and lead the search for a permanent replacement, the company said Thursday. […]
Traditional magazine companies believe they have weathered the storm of disruption over their business. They’re now ready to look ahead and use their subscription data to drive results for advertisers. “I think the businesses that got disrupted first are in a good position,” David Carey, president of Hearst Magazines, said Wednesday during a panel at […]
Former Right Media President Christine Hunsicker founded apparel company Gwynnie Bee in 2012 because she wanted to move to an industry that hadn’t yet been disrupted by data and technology. Gwynnie Bee, which lets women wearing sizes 10-32 rent and return apparel, required efficient data use to run a balanced marketplace with supply and demand […]
If programmatic advertising has reduced readers to commodities, then Topix wants to be the ultimate trader. The site focuses on slideshows, the best way to get readers to cycle through multiple page views and earn more revenue per user. Topix’s most successful slideshow in 2016 earned $400,000. But getting that $400,000 required buying about $200,000 […]
Marriott International isn’t joking around when it says that mobile it its sweet spot. The hotel chain’s app is responsible for around $1.7 billion in annual gross bookings. But the app – a revamped version hit the App Store on Tuesday – is more than just a booking tool, said George Corbin, Marriott International’s SVP of […]
