“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 Andrew Arnold, senior director of marketplace quality at The Trade Desk. The plague of invalid traffic (IVT) is well documented across the industry, particularly in recent weeks with the discovery […]
Pulpix, a video platform that aims to increase the time consumers spend on publishers’ properties, has raised $850,000 in “pre-seed” financing. The two-year-old, Paris-based Pulpix is a Y Combinator startup whose backers include Studio VC, Ace Capital and angel investors such as Chon Tang, who invested early on in the video DSP TubeMogul. The startup […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jourdain-Alexander Casale, VP of strategy at Index Exchange. 2016 saw header bidding begin to move from display and mobile into video. On the buy side, the demand for premium content escalated, and publishers continued to […]
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. Connected TV Ads: Exhausting A recent Toyota campaign marked the first time the dealer group “held any kind of media accountable to physically going into a dealership,” Kate Kaye reports at Ad Age. But the process involved a thicket of intermediaries that limited the scope of […]
Facebook is trying to reset its relationship status with publishers from frenemy to friend. “That is an area we can do better in,” acknowledged Brian Boland, Facebook’s VP of publisher solutions. As for exactly how Facebook will build stronger ties with publishers, Boland only said, “We’re listening to our partners.” On Wednesday, Facebook unveiled its […]
Despite the perception that over-the-top TV (OTT) supports digital ad-buying tactics – like dynamic insertion and targeting at scale – buying connected TV is still a largely manual process. “Everything we do right now is I/O-direct with publishers,” said Seth Walters, senior partner for interactive and connected TV (CTV) for WPP’s advanced TV agency, Modi […]
Hokey, funny car dealer ads dominate local TV broadcasts for a reason: They work. But auto dealers like Rick Ricart are starting to expand into places like YouTube and Facebook. “TV is the new background noise, like radio,” said Ricart Automotive VP of Sales and Marketing Rick Ricart, referencing marketing knowledge from Vayner Media CEO […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Vincent Cacace, founder and CEO at Vertebrae.io. Snap Inc. wants to be the de facto camera company by taking the camera out of people’s hands and creating a frictionless portal into everyday life. The […]
“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 Marc Guldimann, CEO at Parsec Media. Paying for business outcomes has recently gained popularity with media buyers and brands. The idea is that media buyers only pay for advertising when […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Face Of News Facebook introduced its Journalism Project, a program to build news media inroads and collaborate with publishers on product development. The social platform has been hammered recently for undervaluing publisher concerns and promulgating “fake news” during the election. Among the pledges here is […]
In 2016, Mashable got its programmatic house in order. When Chief Revenue Officer Ed Wise joined Mashable last spring, he immediately noticed that the tech publisher was missing out on a lot of programmatic revenue. Its viewability scores topped out below industry averages. Mashable sold inventory on the open exchanges blindly, hampering CPMs. And sales […]
Instagram will allow ads in its Stories section, the company said Wednesday. It also unveiled brand measurement tools. “Over the first holidays with Stories we’ve gotten a chance to peek into what people do when they’re home and with their families, at a level of depth and intimacy we haven’t usually had with Instagram,” said […]
Header bidding, make way: In the next year, more publishers will switch to server-side header bidding. The solution offers clear advantages – while introducing other disadvantages – with which the industry will grapple as publishers update their tech. Like with header bidding, publishers run a pre-auction before the ad server to create a level playing […]
Age is one of digital advertising’s most basic demographic targeting parameters – but most of the age data available across mobile exchanges is unreliable, according to mobile data company Pinsight Media. In a report released Wednesday, Pinsight, a wholly owned independent subsidiary of Sprint, found that 72% of ad requests on exchanges do not include age […]
“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. I’ve been hearing a lot about marketing orchestration lately, and based on the way people are using the terminology, I think it bears […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Telemetry Down Ad fraud detection firm Telemetry appears to be shutting down, according to The Drum’s Ronan Shields. Telemetry was an early riser in the anti-fraud cottage industry, though AdExchanger sources say it struggled as the competitive field grew. The company is perhaps best known for […]
Welcome to episode No. 9 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Since PubMatic President Kirk McDonald joined the company from Time Inc. five years ago, publishers have had to continuously react to market changes. Mobile, video, fraud and viewability have each disrupted and transformed the media seller’s calculus. But none of […]
Facebook updated Dynamic Ads on Tuesday, allowing advertisers to target potential customers based on their interests and intent rather than just the specific products they’ve browsed. “We observe demographics and patterns of activity that indicate a person is really interested in a product category or a specific product and then we extrapolate from that information […]
This is the latest installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with talent from Mindshare, Mediavest | Spark, Razorfish, Essence, INNOCEAN, Clear Channel Outdoor and Placed. Patricio Jaramillo is in a serious relationship with data. “My relationship with my wife is first, and then with data,” the […]
Like its competitors, IBM is acquiring and building a video stack. Instead of focusing on media execution, however, IBM is using Watson and data analytics to improve the relevancy of video content, ads and delivery models. “In ad-supported video, how do you make ultra-targeted ads tailored down to the individual for customer acquisition?” said David Mowrey, […]
CES has always been about TV, and 2017 was no exception. Displays got a whole lot sharper and devices got a whole lot thinner. But the TV advancements most relevant to marketers and advertisers revolve not around the hardware but the software, which enables addressable ads and better measurement. To be fair, CES isn’t exactly […]
“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 by Patrick Salyer, CEO at Gigya. If we’ve learned anything about progress, it’s that regulation rides hot on the heels of innovation. With the birth of the airline industry, for example, came […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Mayer Off The Board Yahoo’s board is going to have some notable absences after Verizon completes the acquisition of its operating business. Yahoo’s embattled CEO Marissa Mayer will step down from the board — along with five other members. It should be noted that these resignations […]
Rocket Fuel has made organizational changes, resulting in laying off 11% of its headcount – 93 services and admin positions – which will save $20 million in operating expenses. It is the second round of cuts affecting more than 10% of Rocket Fuel’s staff. In April 2015, the company let go of 11%, or 129 staffers. The […]
AdsWizz has a hand in all things programmatic audio. The company started out in 2010 as an ad server for the digital streams from Cox, iHeartMedia, Spotify and TuneIn Radio. As programmatic audio inventory grew, AdsWizz launched AdWave, a marketplace with more than 2 billion monthly impressions from 39 markets. AdWave hooks into major demand-side […]
“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 by Kevin Jennison, chief technology officer at Gladly. A well-targeted online ad can be a delightful moment – that instant you find the exact gift or concert you were looking for. Sadly, […]
Mobile moments – and music – are having their moment. GroupM predicts that music streaming activity linked to “moods and moments” is a targeting opportunity worth around $220 million in new ad revenue. Advertisers are starting to take advantage. Wendy’s, for example, recently hooked up with Spotify as a launch partner on the latter’s Branded Moments product. […]
Digital ad players from AOL to Facebook have given lead-gen ads a try, but one company built an entire business around it. Fluent has remained relatively quiet since it was acquired by information services company IDI, now Cogint, for $100 million in cash. The company was on a $140 million (gross revenue) run rate at […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Tom Kenney, president and CEO at Verve. The recent news that AT&T intends to buy Time Warner represents a key example of what will almost certainly be an industrywide tide of media merger-and-acquisition moves […]
