“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, COO at Goodway Group. The ability to attribute offline sales to digital media is within reach. While every sale is not yet attributable, the results generated by measuring the […]
Google, Facebook and Twitter have become powerful platforms for political candidates, and each has earned a line item on every campaign’s media plan. But it may require another election cycle before smaller players can break into the big time. In 2015, Borrell Research predicted $1.1 billion would be spent by political buyers on digital media […]
Google on Tuesday launched an analytics service, Google Analytics (GA) 360 Suite, designed specifically for enterprise marketers. The suite consists of six products: the former GA Premium as the centerpiece; Adometry, rebranded as Attribution 360; the data management platform (DMP) Audience Center 360; Optimize 360, a website optimization and personalization product; Data Studio 360, an […]
Consumer tech and lifestyle publisher Digital Trends always tries to provide what its brands request – rich media, video, custom units, home-page takeovers – but that can-do attitude is tested when it comes to native advertising and sponsored content. Since it was founded in 2006 out of Portland, Ore., product reviews have formed the core […]
New Balance sells sneakers and sports apparel, but the brand is not all about chasing the transaction. The Boston-based footwear manufacturer, which competes with names like Nike, Under Armour and Adidas, instead seeks to differentiate by pushing stories, not products. As such, it faces a unique challenge in combining content and commerce. “We hear these […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Internet Of Sodas Coca-Cola recently “beaconed the hell out of” its vending machines and real-world locations, and is now figuring out how that new connectedness could drive sales. A loyalty scheme set for this spring, for example, will feature an app that can […]
Ace Hardware is pushing its famous jingle into its ad spots after years of keeping it low key. And it’s not happening on a whim. “We have tremendous equity in that jingle, and you instantly know where the advertising is from,” said Jeff Gooding, senior director of marketing and advertising at Ace Hardware. Recognition has […]
“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 Nan Nayak, global design strategy lead at Fjord from Accenture Interactive. The Internet of Things (IoT) is a well-worn phrase that describes a connected future in which appliances talk to […]
Automated guaranteed has been the slowest part of programmatic to get off the ground. But one of its biggest proponents is the Dentsu Aegis-owned trading desk Amnet, which sees the technology as key to making programmatic a central part of everything an agency does. From January to December last year, budgets going to automated guaranteed […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Sorosh Tavakoli, senior vice president of ad tech at Ooyala. In search of solutions to overcome video ad monetization challenges, including device fragmentation, ad blocking and user experience fails, many are bullish about the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Broken Wings Many advertisers plan to spend less on Twitter in 2016, according to a survey by RBC Capital Markets. “Just like there are momentum stock buyers, guess what? There are momentum ad buyers, and the momentum is moving away from Twitter,” said lead […]
“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 Neil Sweeney, president and CEO at JUICE Mobile. The media, mobile and ad tech industry is playing a game of musical chairs with supply. While everyone is enjoying the game […]
OpenSlate – which helps brands find engaged YouTube audiences – also wants to make it easier for buyers to understand the value of YouTube inventory in TV terminology. In that spirit, OpenSlate on Thursday launched its YouTube GRP Planning Tool. A number of agencies and brands are already using it, including DigitasLBi. The GRP Planning […]
Even minor tweaks to copy or layout can have a big impact on app engagement. “Little changes really do matter,” said Luca Criscuolo, head of mobile product at Germany-based Bonial.com Group, parent company of Retale, a location-based app that aggregates and mobilizes offline coupons, deals, flyers and circulars from chains and local stores. That’s particularly […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by James Curran, CEO and founder at STAQ. Google has said that programmatic TV is more sizzle than substance these days, and I have to agree. Some media companies might be selling on addressable TV […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sweet Deal For Rubicon Mediaocean will offer Rubicon Project’s automated guaranteed product – dubbed Orders – within its Prisma software. Given Prisma’s adoption by more than 150 agencies, the deal has the potential to deliver many millions in revenue for Rubicon and its publisher […]
All those telcos getting excited about tapping into their data just received a sober piece of news. On Thursday, the Federal Communications Commission (FCC) proposed a new set of rules that could put tough restrictions on how broadband providers use customer data. Data collection has been top-of-mind for telcos as they endeavor to monetize the […]
Demand-side platform Turn on Thursday revealed a $15 million round of funding, bringing its total raised since 2005 to $152.5 million. There was no lead in this latest round as all of Turn’s current investors participated. The new round is Turn’s first in CEO Bruce Falck’s tenure, and it’s notably more modest than the $80 […]
Integral Ad Science on Thursday rolled out pre-bid viewable segments for video that will let advertisers target against different viewability thresholds. MediaMath is the first demand-side platform (DSP) to adopt Integral’s new pre-bid segments. Rather than bidding based on historical data, Integral’s pre-bid viewability segments help marketers fine-tune their bids before the fact. So instead of […]
“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 Katie Risch, senior vice president of software client solutions at Centro. The headlines we’ve seen about bots eating billions of dollars in digital ad budget are downright frightening. Lots of […]
To reach the diverse purchasers of Hunt’s Tomatoes with the message that would best resonate with them, ConAgra looked to its customer data. ConAgra – which owns the brand –created dozens of messages targeting dozens of consumer segments for a campaign that ran from September through early March. The goal was to move away from […]
Local merchants selling CPG products and home appliances don’t have the resources to prioritize marketing, especially in digital channels. That’s a problem for CPG brands and appliance manufacturers, who know that some of the biggest buys happen in-store. Enter Netsertive, which in 2009 set out to bridge the gap between brands and local distributors. It […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Pete Doe, chief research officer at clypd. About 10 years ago while working at Nielsen, we began creating integrated data sets linking consumer and media behavior to help agencies plan better campaigns and media […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Agency Quake Publicis reorged its media agencies, shrinking the number of companies from six to four. The surviving quartet is: Starcom, Zenith, Mediavest/Spark and Optimedia/Blue 449. Additionally, VivaKi – where the former programmatic trading desk AOD was housed – will be officially shuttered, and […]
Luxury automaker Lexus has set its sights on sports fans to sell a new 467-horsepower, high-performance vehicle. The Toyota-owned auto company has created a branded game from the ground up called “GS F the Bracket” with Yahoo Sports to support the rollout of its new luxury sports sedan in tandem with the NCAA men’s college […]
OwnerIQ’s unique second-party data-sharing model, where it acts as media buyer and data broker between retailers and manufacturing brands, is showing signs of breaking through the initial skepticism which accompanied second-party marketing. The Boston-based company’s $40 million revenue from 2006 to late 2014 pales compared to its $60 million spike in 2015. Second-party data involves […]
“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 Rooke, senior vice president of strategy and operations at Nativo. While some expect a surge in programmatic native this year, publishers must understand the risks that come with it […]
Even with a header bidding solution, there can still be money left on the table. Spanish mobile optimization company Marfeel is looking to address that issue with the general launch of a supply-side platform Wednesday that sets dynamic floor prices. The product was in beta for the last two months. “Basically, our platform tries to […]
When Heineken moved more of its advertising budget to digital video, it didn’t see results. “Digital never rose to the top [in marketing mix models], in an almost mind-boggling way,” said Ron Amram, VP of media for Heineken USA. But Heineken knew its audience was moving to digital environments, so it didn’t want to leave […]
