As publishers embraced header bidding, many programmatic buyers observed the trend from the sidelines. Since header bidding boosts yield for publishers by increasing competition, it follows that buyers may be paying more. But buyers wouldn’t necessarily know if that’s the case, since SSPs don’t note whether the impression comes through a header or not. If […]
Last year, Oracle had deals going with a number of different cross-device players, including Drawbridge, pre-Telenor Tapad and Crosswise. In April, Oracle decided to make one of those companies its own, snapping up Crosswise for its data cloud for a reported $50 million. Although Tapad and Drawbridge still power Oracle Data Cloud products, there came a point […]
“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 Adam Paulisick, chief product officer at Commerce Signals. We should stop confusing everyone about how we enable data. I’ve seen press releases from data providers describing the data they use […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Brad Smith, senior vice president of revenue and operations at Videa. Every television media buy seems to have its own fee structure since there is very little consistency in the ecosystem. Because of this, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Tectonic Shifts AT&T will consolidate its creative, digital and media accounts under Omnicom, Ad Age reports. Hearts & Science, Omnicom’s newly launched agency led by Scott Hagedorn [AdExchanger coverage], will handle media buying for the telco giant. BBDO will handle creative. It’s a huge loss for […]
Local TV and print magazines don’t share much in common. But as local TV’s digital business grows, and as Meredith’s digital properties need more video expertise, the two disciplines are converging. Tom Harty, who became Meredith’s COO and president on Thursday, is identifying where the local and national media group can collaborate by “figuring out […]
“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 Gilad Amitai, chief operating officer at Ubimo. The web may not be dead, as a famous Wired cover once put it, but on mobile it is certainly fighting for a […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Adam Hecht, vice president of publisher monetization at Operative. Premium content publishers have a reputation for not being very technical. Any time a new digital channel arises, the more technical it is, the more […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AcuityAds Imbibes 140 Proof AcuityAds snapped up 140 Proof, a 24-person ad tech outfit that collects data from public social profiles, in a $20 million cash deal. 140 Proof’s “blended interest graph” crawls sources like Twitter, Pinterest and Google+. Sign of the times: Acuity CEO Tal […]
Dentsu Aegis’ Isobar will launch a new unit by merging its consulting capabilities with those of two corporate siblings at Dentsu, the agency announced on Thursday. Copernicus Marketing and Forbes Consulting, both subsidiaries of Dentsu, will be merged as an integrated division under the Isobar agency network. David Forbes, founder of Forbes Consulting, and Peter […]
Univision is doubling down on programmatic tech and talent to support its larger multiplatform strategy. Following its June launch of Mosaico Trading, a business division staffed by about a dozen dedicated to programmatic advertising and audience data, Univision made three key hires to support the unit. One was David Katz, who joined Univision as VP […]
“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 Chris O’Hara, vice president of global data strategy and agency lead at Krux. Understanding the customer journey in a world of fragmented consumer attention and multiple devices is a hoary […]
While media bartering isn’t commonly discussed, the ANA’s two reports on agency transparency referenced the practice 49 times. Here’s how it works: A barter agency might agree to buy an advertiser’s surplus product, such as an airline’s unsold flight tickets at full price, which it would give to employees for business travel. In return, the […]
“Angry Birds” maker Rovio Entertainment knew the sheer size of its user acquisition tactics was making it a sitting duck for ad fraud. “With a name like Rovio, the ad exchanges see us as having big potential for them,” said An Vu, Rovio’s user acquisition lead. “They often want to sell us a lot and […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bryan Noguchi, senior vice president and media director at R2C Group. If virtual reality (VR) and augmented reality (AR) aren’t in your video vocabulary yet, they probably should be. In my mind, these new […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Old Dog, New Tricks Nucleus Marketing Solutions, a joint supply-side venture from Gannett, Hearst, McClatchy and Tribune Publishing, is out to innovate advertising opportunities on legacy print pubs, reports Ad Age. With a combined 168 million uniques, Nucleus claims to offer larger scale and better targeting […]
Google’s Paul Pellman will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. Since Google acquired attribution company Adometry two years ago, it has sought to bridge the measurement gap between mobile, offline and digital conversions. Adometry gained more interoperability with other Google media and measurement products in March, when it was assimilated into Google’s new six-product […]
ComScore replaced its CEO and rearranged its leadership team Wednesday amid an internal investigation of its accounting practices that started shortly after comScore and Rentrak completed their merger in February. Because of the ongoing investigation, which is being conducted with the help of independent counsel, comScore hasn’t reported Q1 or Q2 revenue. Co-founder Gian Fulgoni […]
“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 Or Shani, founder and CEO at Adgorithms. Marketers aren’t shy about admitting how their reliance on technologies helps them reach their customers or the data helps to understand them. Whereas […]
The Street CEO David Callaway wants to transform the financial news and analysis publication into a “data-driven news business.” Callaway, who was hired in June, says he will use a data trove assembled through recent acquisitions like BoardEx (a LinkedIn for company board members) to publish exclusive, high-value content for The Street and thus revive […]
In 2014, Nestle Waters’ data was spread across different digital agencies and databases. “Our go-to-market strategy was very complex,” said Antonio Sciuto, EVP and CMO of Nestle Waters North America. Because Nestle Waters sold its beverages online as well as straight to stores, through single-serve machines or in bulk to warehouses, the company’s digital and […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Christian Baesler, president at Bauer Xcel Media. At a recent conference, David Jakubowski, Facebook’s head of ad technology, called Snapchat a hot product that might turn off advertisers if it doesn’t start offering more […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. P&G <3 Mass Messaging Procter & Gamble will take a step back from personalized ads on Facebook after recent targeted campaigns failed to deliver, CMO Marc Pritchard tells Suzanne Vranica of The Wall Street Journal. “We targeted too much and we went too narrow and now […]
Facebook introduced a page-loading protocol on Tuesday that makes its ads almost indistinguishable from Facebook content, and thus prevents ad blockers from working on its site. Andrew Bosworth, the social media company’s VP of ads and business platform, said the change forces ad blockers to choose between not blocking ads or severely undermining the user […]
If Dentsu Aegis Network’s majority investment in Merkle goes through, the CRM and performance marketing agency will support Dentsu’s media-buying agencies. Those media agencies will gain access to Merkle’s proprietary tools, including a cross-device identity management system, a CRM-matching database for publishers and, most notably, the M1 audience platform. “The intent is that every agency […]
In under two years, CarGurus transformed its display revenue strategy from one built on ad networks to one focused on high-value programmatic deals. The auto shopping site, which attracts 12.4 million uniques a month, according to comScore, used to sell search listings and upfront sponsorships with auto manufacturers and dealers. CarGurus farmed out its display […]
When Mark Read became Wunderman’s global CEO in January 2015, he brought with him a great deal of digital know-how gleaned from his time leading WPP Digital. Wunderman had been in a state of continuous transformation, changing from a direct marketing agency to a digital one. Over the past 10 years, it has tripled in […]
“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by JC Medici, national director of politics and advocacy at Rocket Fuel. Disagreement inside political party lines is nothing new. Someone is always on the outside, such as Reagan and Ford’s neck-to-neck battle for the Republican nomination […]
“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 Lung Huang, vice president of global partnerships at 84.51°. As the summer winds down, I am already putting this line into practice: “Well, let’s pick this up after Labor Day.” […]
