“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 John Yang, vice president of platform services at Bidtellect. Once deemed a fleeting trend, viewability now has a place in almost every digital advertising campaign, regardless of device, format or […]
Welcome to episode No. 5 of AdExchanger Talks, a podcast from the AdExchanger editorial team on data-driven marketing. Let us know if you like it, and please subscribe via your preferred channel. Use the player below to listen now. Omnicom Group’s leadership credits the company’s analytics arm, Annalect, with helping it capture a bunch of new business in […]
LinkedIn is going all-in on automation – promising to activate all display ads programmatically starting in 2017. In the meantime, it is expanding the number of native ad units that are available in a self-serve capacity. While advertisers could previously buy Sponsored Updates and text ads via LinkedIn’s self-serve campaign manager, they now can buy […]
360i – the digital agency recently recognized by the Forrester Wave – prides itself on its ability to adapt to rapid changes in technology. “Marketers need agencies that are adaptable, but still retain the fundamentals,” CEO Sarah Hofstetter said. Forrester singled out 360i’s strong data chops, its ability to facilitate collaboration rather than competition between […]
The programmatic salesperson only came into existence about five years ago. What started out as an outsider position in the sales organization has become more mainstream as programmatic adoption increases. But the very people holding programmatic sales roles are already predicting its extinction, as the role gets absorbed into the entire sales process. “In three […]
Lyft’s marketing strategy is a bit like a wheel, with spokes radiating from a central hub. Lyft’s San Francisco headquarters is still its nerve center, but about a year and a half ago Lyft started ramping up its regional marketing efforts with the hire of former Foursquare exec Evan Cohen as head of East Coast […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Paul Cimino, global head of data strategy at Prohaska Consulting. Not so long ago, publishers produced and distributed content to attract and monetize their audiences. Since content was relatively scarce, brands paid high CPMs […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Spencer Diaries The Information gives the profile treatment to Google’s Scott Spencer, the ad tech “godfather” who helped build DoubleClick Ad Exchange and now runs “sustainable advertising” at Google. Spencer’s job entails setting ad-blocking policy and advocating for improved user experience in mobile. There’s a […]
Boxed, a bulk shopping startup that competes with Costco and Sam’s Club, wants to woo a younger demographic of shoppers to its version of the wholesale club. The three-year-old company is on a hiring spree and expects revenues to exceed $100 million this year. Now Boxed is dabbling in brand marketing for the first time […]
It’s illegal to display political ads or messages, solicit supporters, hand out campaign paraphernalia or try to affect voters’ preferences in almost any way once they’re within a roughly 100-foot radius of a polling location. But sophisticated location-based mobile advertising has exposed a loophole in those laws, wherein campaigns target mobile ads to people while […]
Audio is still an uncluttered medium where a brand like General Electric can stretch its creative muscles. “We look at audio like a total white space,” said Alexa Christon, GE’s head of media innovation. That’s why GE is re-upping its investment in audio with “LifeAfter,” the soon-to-be-released second season of GE Podcast Theater, a modern […]
“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. A big milestone hit me recently and unexpectedly: Ten years working in ad tech? It feels like I started just yesterday. But actually, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Repping Apple’s Ads Apple has struck a deal with NBCU to handle ad sales on Apple News, Mike Shields reports for The Wall Street Journal. It’s the first time Apple has relinquished control of its news inventory. Publishers can still sell ads alongside their own content, […]
While publishers deliver an online ad in fractions of a second, the buyer typically doesn’t pay for 90 days or more. That’s not a relationship that advantages the sell side. “You have to pay payroll right away and you have to pay supply sources right away, so there’s this working capital friction in ad tech,” […]
Despite being one of the world’s largest commercial real estate firms, CBRE has a low profile in digital media. Until 2014, all of the 110-year-old company’s marketing was executed through traditional media. Then it hired Paul Suchman as chief marketing officer. An agency vet with a history at Young & Rubicam, OgilvyOne and BBDO, Suchman […]
In ad tech, even standards need standards. On Monday, the Interactive Advertising Bureau Tech Lab unveiled a compliance program for vendors to prove they’re adhering to the alphabet soup of ad delivery industry standards. Over the years, the IAB has developed a protocol for ad delivery: VAST for video ad serving; VPAID to allow video ads […]
Statisticians know that correlation does not imply causation – so, applying that same logic to advertising, a consumer who saw an ad and converted could have already been predisposed to purchase. One big issue with attribution, as it exists today, is that many marketers still rely on last-touch. Video also poses unique challenges, since brands […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Ian Wheal, global strategy director at Adstream. Advertisers are spending more money than ever on video. Last year, video ad spend grew by more than 85% [PDF]. Video ads consistently outperform standard banner units, […]
“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 Matt Keiser, founder and CEO at LiveIntent. In recent weeks, the conversation drawing a distinction between marketing and advertising is finally happening in the mainstream. Most of this chatter puts […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. OTT Tales Watch out TV, Facebook is coming for your ad dollars. Next week, the platform will begin delivering ads via over-the-top (OTT) TV providers Apple and Roku. The ads will run on A+E and Tubi TV networks, Recode reports. The project will be powered by […]
“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 Ryan Kenney, vice president of platform services at SpotX. The internet levels the playing field for media, lending the power to publish, distribute and reach audiences to almost anyone. For […]
For ad tech vendors, chances for exit are still slim and getting slimmer, according to a panel of investors at ad:tech New York at the Javits Center on Thursday. Warren Lee, a partner at venture capital firm Canaan Investors, an early investor in DoubleClick and Tremor Video, put it bluntly: Those who want to succeed […]
CBS Interactive-owned CNET has long relied on data to make editorial decisions. But its branded content program, Studio 61, also applies editorial insights to branded content. When Motorola wanted branded content to support its Moto Z phone launch, CNET analyzed which content performed best against Motorola’s target segment: Verizon and Android users aged 18 to […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Will Doherty, vice president of business development at Index Exchange. Header bidding is the rare ad tech phenomenon where the noise is equal to the fury. Its staggering growth and adoption has propelled it […]
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. Merkle Diversifies Merkle acquired Axis41, a Salt Lake City-based digital agency focused on web and app design and customer experience. Axis41’s special partnership with Adobe’s Experience Manager was a main driver of the deal. (Dentsu-owned Merkle is a big Adobe shop with expertise in Adobe’s campaign […]
Tremor Video’s Q3 revenue was down 1% YoY in Q3 to $41.3 million, a slight improvement over last quarter, when the company’s revenue tumbled 12% YoY. The company is break even in terms of cash flow. When asked about the revenue decreases last quarter, CEO Bill Day told AdExchanger: “We’ve said this since we went […]
Publishers are under pressure to scale and monetize, but those business realities can dampen audience experience. When Slate’s president, Keith Hernandez, called out janky links from content recommendation engines earlier this week, he noted that while they drive revenue, it’s often at the expense of quality. Hernandez, who started at Slate a year ago after […]
“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 Alon Amit, co-founder and vice president of product at Origami Logic. Facebook’s recent admission that it miscalculated the average view time of video ads for two years has sparked discussion […]
Buyers can now purchase Meredith’s shopper marketing display units programmatically through a private marketplace set up through The Trade Desk. The units used to be available only through direct buy. “There is a lot of talk of the IO business migrating into programmatic, but a lot of that IO business is custom opportunities like this,” […]
