Roku generated nearly $400 million in 2016 revenue, mostly from standard hardware sales around its devices. But $100 million of its revenue was attributed to Roku’s media licensing and advertising businesses, which are expected to be its biggest growth drivers. The real MVP of Roku’s media and licensing segment may be the set-top box manufacturer’s […]
Snap Inc. is expected to go public on Thursday, leaving many to wonder how the most anticipated tech IPO since Facebook will be treated by investors on Wall Street. While Snap described itself as a camera company during its roadshow, investors know that its success hinges on its ability to monetize successfully as an ad […]
“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 Jay Friedman, chief operating officer at Goodway Group. If you’ve been through an IPO before, you know how delicate the initial pricing is. If it’s too high, the stock doesn’t get […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snap Audit Facebook and YouTube recently caved to advertiser demands that they submit to an MRC audit. Now Snapchat is “under pressure from ad buyers to follow suit,” writes Mike Shields at The Wall Street Journal. “We have clients that will walk away from sites that […]
Google revealed Tuesday that it would introduce a $35-per-month, ad-supported streaming service called YouTube TV, but will it take off with content owners and advertisers? Google has a good chance of success if it gets enough subscriptions to rival traditional pay TV networks plagued by cord-cutting, sources say. But that shouldn’t be a tall order […]
Ericsson is about to enter an unexpected space: ad tech. The Swedish networking giant is testing a mobile ads platform to aggregate anonymized deterministic data from across telecom operators to power targeted advertising. Ericsson declined to say whether it’s building the platform itself, licensing it or buying an ad tech company to power its nascent […]
The Dentsu Aegis Network is testing a cross-screen measurement system developed by video platform YuMe, released Wednesday, which maps connected TV (CTV) IDs to Nielsen panels. The system gives TV planners access to audience measurement based on demographic breakouts across multiple app publishers through a partnership with Nielsen. Dentsu’s digital video investment team wants a […]
“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 Harris Busdieker, director of customer communications at 84.51°. We live in a world of handmade this and small-batch that. Organic, grass-fed, cage-free candy bars, anyone? It is pretty clear […]
Although Verizon’s appetite for ad tech was the main driver behind its acquisition of AOL, it’s content that really sweetened the deal. “Our content is a differentiator for Verizon amidst all of the other telcos,” AOL CMO Allie Kline told AdExchanger. But there’s a lot knocking around under the AOL umbrella – everything from ad tech […]
The New York Times has added a new sales channel for its video inventory: programmatic. At the beginning of February, the Times opened its video inventory for the first time to programmatic buyers. Those buyers can access desktop and mobile web ad space, with mobile in-app to come. The move was in response to requests […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Allison Mezzafonte, senior vice president of operations at Bauer Xcel Media. I recently had the uneasy feeling that history was repeating itself. In 2007, publishers lamented the insidious connection between paid and organic search […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Bye Buy Side Rubicon CEO Frank Addante points to the company’s 2015 acquisition of Chango as a cause for some of its current woes. “The Chango acquisition didn’t work out the way we wanted it to,” he says in a MediaPost interview. “With desktop display, we […]
PebblePost on Tuesday announced a $15 million Series B funding round to expand its programmatic direct mail offering. RRE Ventures joins as the startup’s lead investor. PebblePost takes in CRM data and tags a brand’s website, matching visitors to home addresses in its own database and against third-party onboarders. Seventy percent of site traffic can […]
Spanish-language broadcaster Univision’s media sales arm has been busy the past six months. In addition to packaging Univision Digital inventory more holistically with sister portfolio properties like The Root, Fusion and The Onion, Univision has tweaked its programmatic stack on the back end. That overhaul is one of the agenda items for Dave Katz, who joined Univision […]
This post is not sponsored. Thirty-seven percent of publishers fail to properly label their sponsored content to comply with the FTC enforcement policy issued in December 2015, according to MediaRadar. The ad sales intelligence firm scanned sponsored content ads from 12,000 brands over the course of 2016. The numbers may look bad, but they actually […]
Millennials in search of a side gig read The Penny Hoarder to find ways to make extra money and save. The site earned $20.8 million last year by focusing on native, affiliate marketing. It earns 95% of its revenue from affiliate and performance campaigns, and less than 5% from display advertising. And it expects to […]
Fragmentation is to the buy side what agita is to a stomach: upsetting. “Data is perhaps the most important asset we have as an advertising agency,” said Mauricio Sabogal, global CEO of WPP’s Kinetic Worldwide, during the Modern Marketing Summit at the Mobile World Congress on Monday in Barcelona. “There are too many companies managing […]
“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 Whitney Powell, media director at DWA Media. Viewability is a common problem all advertisers share: If an ad is never seen, it can never drive impact. Viewability should be a no-brainer […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Moar Ratings After months of delay, Nielsen this week is finally set to roll out its total content ratings (TCR) metric, which promises to measure video consumption and ad impact across linear and digital platforms. TCR will debut Wednesday with a “limited commercial release,” Jessica Hogue, […]
Marla Kaplowitz, named president and CEO of the American Association of Advertising Agencies (4As) on Friday, has made mending fences with the Association of National Advertisers (ANA) a top priority. Addressing the rift between the two organizations – and, more broadly, between marketers and agencies themselves – over agency transparency has “got to happen this […]
Alain Portmann and Oscar Garza will speak about last click attribution at Programmatic IO on April 5 in San Francisco. Last-click attribution may never die. Although digital multitouch attribution (MTA) pioneers like Visual IQ, Google’s Adometry and AOL’s Convertro hit the market more than a decade ago, last-click remains the prevailing measurement model. Big brands and network agencies still tend […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Scott Braley, general manager of advertising platforms at Ooyala. If you’re in the business of selling advertising or otherwise monetizing inventory, you’ve got to follow the money. So it’s hard to argue that the increasingly popular […]
TrustX GM and President David Kohl was sitting in the front row with a big smile on his face when P&G Chief Brand Officer Marc Pritchard laid into the digital supply chain at the IAB’s Annual Leadership Meeting last month. For the past year, Kohl has been working on a project housed within Digital Context […]
Integrated sales teams are in vogue. Print sellers usually handle digital these days, and IO-focused digital sellers pitch in on programmatic. But Forbes, which integrated its sales team in 2009, switched back to separate lanes for separate mediums at the beginning of this year. “All of this was motivated by what we were seeing when […]
“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 Vejay G. Lalla, a partner in the advertising, marketing and promotions group at Davis & Gilbert. In 2017, we are seeing an explosion of online marketers engaging in cross-device targeting, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. New Sheriff The 4As has named former MEC North American CEO Marla Kaplowitz as its new prez, Ad Age reports. Kaplowitz will replace longtime President and CEO Nancy Hill in June. Kaplowitz inherits ongoing calamities like the ANA’s probe into agency transparency and metrics disputes with […]
The other shoe has dropped: Newly minted Federal Communications Commission (FCC) Chairman Ajit Pai on Friday moved to block the implementation of the ISP privacy rules passed under former Commissioner Tom Wheeler. Pai was acting on a request by trade groups to stay the rule rollout, which was scheduled to take effect March 2. “All […]
ComScore had a rough go of it in 2016, with fierce competition from Nielsen and other media validation companies, culminating in its delisting from the Nasdaq this month. But CEO Gian Fulgoni also expressed disappointment with the performance of comScore’s digital ad measurement tool, Validated Campaign Essentials (vCE), during a corporate update on Friday. Though […]
“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 Steven Rosenblatt, president at Foursquare. Consolidation: It’s something that no industry is immune to but that many benefit from. For marketers and advertisers still learning how to leverage location intelligence, […]
The Israeli startup Shine is rebranding to Rainbow as it abandons its ad-blocking roots in favor of ad-targeting and verification services, the company revealed Friday. “We have been really trying to identify a path forward and the commercialization opportunities for the base technology,” said CRO James Collier, who joined the company last July. Shine (ahem, […]
