Amazon on Monday quietly launched a self-serve platform called Advertiser Audiences, which lets advertisers upload their audience lists and CRM information, enabling tactics like audience matching and lookalike modeling. Advertiser Audiences is similar to solutions Facebook and Google released earlier, though Amazon’s tool has some key differences. The biggest strength, said Wunderman North America Chief […]
Publishers need scale to survive. Fusion Media Group is an example of that strategy in action. The modern Fusion Media Group is about a year and a half in the making. Univision first expanded by buying The Root from The Washington Post, and then a stake in The Onion. In August, it bought Gawker Media […]
Facebook made several overtures to openness on Wednesday with tools designed to give advertisers more control over where and how their ads appear across in-stream video on Facebook, Instant Articles and the Audience Network. “Advertisers want separate controls for inside the news feed environment and outside the news feed environment where ads are more deeply […]
Self-styled gentleman hacker Michael Tiffany is standing down as chief exec of White Ops. On Wednesday, the company announced that Tiffany, who co-founded White Ops in 2013, is transitioning to the president role, where he’ll work more closely with the engineers focusing on product innovation and on evangelizing fraud prevention in the industry. Sandeep Swadia, […]
Broadcast radio is getting a data-driven boost with the help of Nielsen Marketing Cloud. Nielsen announced on Wednesday that broadcast radio network Westwood One will use Nielsen’s data-management platform (DMP) to segment audiences across its broadcast and digital inventory. That makes Nielsen Marketing Cloud the first exclusively audio DMP on the market, said Damian Garbaccio, […]
Demand for connected TV inventory has skyrocketed this year due to more cable MVPDs turning on the programmatic pipes and the ongoing emergence of streaming offerings. “We’ve seen a huge number of CTV inventory requests coming through,” said Adam Lowy, the director of advanced TV and digital sales for Dish and Sling TV. That onslaught […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. I Wish I Could Quit YouTube So much for the boycott. Most of the advertisers that paused their YouTube spend due to brand safety concerns have now paused their moral outrage and are back on the platform, according to Axios. Read more. Google exec Allan Thygesen […]
Verizon completed its $4.5 billion acquisition of Yahoo’s search, email and digital media assets on Tuesday, almost a year after announcing its intent to buy the first-wave internet giant. Marissa Mayer, Yahoo’s embattled CEO since 2012, is leaving the company. Just because Verizon has cleared the first and most fundamental hurdle in creating Oath, the […]
Microsoft is beta testing a feature on its Bing search engine called Custom Audiences. It is designed to improve targeting by letting advertisers upload first-party files like CRM, purchase history and subscription data. If advertisers want to participate in the beta test, which has been underway for several months, advertisers must upload their data via […]
Like the packaged products he helps market, Omnicom Media Group Chief Research Officer Jonathan Steuer wishes data segments disclosed their ingredients on the side of the label. “You really have to dig to figure out what’s in [a segment] right now,” Steuer said Monday at the Advertising Research Foundation’s Audience Measurement Summit in Jersey City. […]
“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 Wong, CEO at Thunder. Many years ago, customer relationship management (CRM) platforms solidified their position as the systems of record for customer interactions and introduced the concept of data-driven […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A Score To Settle ComScore dug into the media consumption habits of 870 households that consist of true cord-cutters – people who dropped a subscription for cable or satellite TV – as well as for a larger set of households with both linear and OTT subscriptions. […]
After years of will they/won’t they, MoPub is finally going to take better advantage of Twitter data. The mobile exchange, acquired by Twitter in 2013, is testing so-called audience packages in the form of audience segments powered by proprietary data coming from Twitter. The product is in alpha with a select set of partners. “The Twitter […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Tyler Pietz, principal at Two Rock Consulting. In wake of a recent series of highly publicized ad tech scandals, a gaggle of leading industry figures has wondered aloud if brands might be better served […]
“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 Ric Elert, president at Conversant. If the last month is any indication, the future of demand-side platforms (DSPs) is less than inspiring. Reports show that header bidding may be testing the […]
Last year, Activision Blizzard – a video game developer responsible for major franchises like “Overwatch,” “Call of Duty” and “World of Warcraft” – acquired professional competitive gaming network Major League Gaming (MLG). MLG owned competitive e-sports leagues associated with Activision’s “Call of Duty” games. And Activision had its own e-sports league for the “Overwatch” franchise. […]
Advertisers buying on the open marketplace often sacrifice viewability, quality and transparency for cheaper prices and scale. But as more buyers decline to make that concession, the pendulum is swinging toward curated publisher lists. And many DSPs now offer to shoulder the burden of setting up private marketplace deals for their clients. Recently Centro, which […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Worth A Thousand Words As digital media gets more visual, image-based content has been endowed with new data and targeting features. Packaged-food brand Ripple Foods partnered with image recognition vendor GumGum to target ads against photos on a site. “People are used to scrolling and consuming […]
“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 Jarno Vanto, chief privacy officer at Unacast. After some false starts, location-based marketing is finally hitting its stride. Researcher BIA/Kelsey projects the segment will grow from $12.4 billion in 2016 […]
Apple’s announcement on Monday that its Safari desktop browser would block third-party tracking information by default worries the ad tech industry – even though Safari represents less than 5% of paid search clicks, according to data from performance marketing agency Merkle. But not everyone is alarmed. The change is likely just another stepping stone in […]
Kelly Liyakasa contributed The European Union’s General Data Protection Regulation (GDPR) will become law in May 2018. Think it won’t affect you? Think again. “This kind of legislation impacts every company in the world,” said Acxiom CEO Scott Howe. “Very few companies aren’t collecting or utilizing information to improve their decision making.” But how the […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Spencer Scott, head of media platforms at PCH/Media. How did it come to this? That’s the question digital publishers and advertisers have been asking themselves in recent years. Despite an abundance of creative ad […]
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. There Can Be Only One (Portal) Yahoo’s shareholders approved its sale to Verizon for $4.48 billion on Thursday, clearing the way for the deal to close on June 13. More. No surprise: Jobs will be lost in the process. Oath, the combined AOL-Yahoo entity under parent […]
Google’s exchange bidding product entered open beta on Thursday. Publishers will be able to test how Google’s solution fares against their header bidding setups. But here’s a tip from publishers already using exchange bidding: Use both. Each connection has its own pros and cons, they told AdExchanger. For the time being, it’s better to test […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Spotify walks a fine line with its ad experience. Ads should be relevant and not too frequent, but just annoying enough to motivate users of its free version to convert to paid. “You do see drop-offs in the first several days to the first […]
Regulators will always be playing catch-up with technology. Is self-regulation the answer? By the time regulators do act to protect consumers, it’s generally more reactive than proactive. “The pace of change is much quicker than it used to be,” Martha Coakley, the former attorney general of Massachusetts, said Wednesday at an event hosted by marketing […]
Dentsu Aegis Network said Thursday that its media agency brands in the US will use Merkle’s PII-based M1 platform for centralized data planning and activation. Dentsu’s media agencies have been piloting M1 for a few months, and it’s now officially being deployed as a self-service tool at Carat, iProspect and 360i, as well as at […]
Tapad has tapped a new CEO. Are Traasdahl will step down as Tapad’s CEO, effective immediately, the company said Thursday. He will be replaced by Sigvart Voss Eriksen, a Telenor exec who’s been with the operator for more than 15 years, most recently as head of advertising technology. Telenor, a Norwegian telco with more than […]
“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 Kevin Arrix, chief revenue officer at Verve. While the online brand-safety problem is the new normal – at least for now – it is up to brands to take the lead […]
