With additional reporting by Sarah Sluis. Mobile app marketing platform Fiksu was quietly acquired last Wednesday by an obscure holding company for an undisclosed sum. But it’s a fate that could have been avoided. Fiksu’s cautionary tale has multiple chapters. It’s the story of what happens when a company pegs its future to the dynamics […]
“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 Bridget Bidlack, vice president of global product management at Experian Marketing Services. First-party data is one of an organization’s most important marketing assets yet many struggle to activate it effectively. […]
Intent data for a hotel might look very different than it does for a shampoo manufacturer. Whereas luxury and travel marketers have direct access to transaction data that can be used to target and upsell customers, CPG manufacturers often sell at the SKU level through retailers, which retain the purchase data. CPG advertisers need granular […]
“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. The recent acquisition of TiVo by the company Rovi triggered an odd memory for me. There was an off-leash beach near our apartment […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google-opoly The FCC’s broadband privacy proposal could stunt innovation online by making it harder for new players to enter the market and compete with giants such as Google, writes Roslyn Layton in an opinion piece for Forbes. More than 30% of all digital ad revenue is […]
Custom content was all the rage even as early as 2007, when entrepreneur and actor RJ Williams founded celebrity and lifestyle site Young Hollywood. The millennial-focused publisher claims it averages 150 million monthly video views across desktop, mobile, OTT and social today. Young Hollywood evolved from content partnerships with portals like AOL, Yahoo and YouTube, […]
Instagram envy is immensely powerful to Breckenridge Tourism, which uses local tax dollars to boost tourism in the Colorado town. Visitors’ social media posts show off the best the town has to offer, from skiing and mountain biking. But these organic posts aren’t often viewable beyond a poster’s followers, which is why the tourism board […]
“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 Phil Schraeder, chief operating officer and chief financial officer at GumGum. You’re more likely to win the lottery than click on a banner ad. That may be funny, but it’s […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Gabe Bender, product strategy lead at Sharethrough. Although programmatic advertising is approaching critical mass, the industry has failed to standardize auction pricing, and the debate continues over hard-price floors, soft-price floors and everything in […]
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. Watson’s New Trick IBM has made good on its forecast merging Weather Co. and Watson assets [AdExchanger coverage]. IBM just rolled out interactive Watson Ads, which use cognitive supercomputing to turn consumer text and voice requests into dynamic ads. If you’re Campbell Soup, people looking up […]
“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 Jamie Hill, CEO at adMarketplace. Over the past few years, there has been a recurring narrative in the ad tech trades: Ad tech is having a midlife crisis. An ad […]
Despite its tax and auditing acumen, PricewaterhouseCoopers (PwC) has 3,000 creatives, engineers, strategists and technologists dedicated to experience design and digital services that span ecom to cybersecurity. Like competing consultancies Deloitte Digital and Accenture Interactive, PwC Digital has grown both organically and through acquisition via its 2013 purchase of digital and creative consultancy, BGT, and […]
After a late start, AppNexus is continuing to double down on video. The company launched a closed beta for video viewability measurement and reporting across its platform on Tuesday. The plan is to move into open beta by the end of Q2. The announcement comes a little less than three months after AppNexus took the […]
Boasting about double- or triple-digit mobile growth is a staple of every ad platform earnings report. But peer deeper and actual mobile revenues for advertising companies differ widely, ranging from 20% to nearly 90% of total revenue. But mobile revenue – and revenue growth – doesn’t neatly correlate to success. Sometimes mobile revenue growth reflects […]
Edmunds.com is revving up its audience data strategy through an exclusive hookup with Oracle Data Cloud. The partnership, announced Thursday, gives the car shopping info site the ability to scale its efforts around audience-based buys, said Jennifer Dodez, Edmund’s executive director of programmatic and data solutions. “We’ve had a lot of demand for our data […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Ted Dhanik, CEO at engage:BDR. Publishers, here’s why fill rate is low. Advertisers, this is why viewability is dismal and campaigns aren’t serving effectively. As browsers drop support for Flash, ad servers aren’t keeping […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. As Easy As DBC Google on Wednesday launched its DoubleClick Certified Marketing Partner program, which aims to connect marketers with a global network of digital marketing experts and services, including media management, data and technology integrations, measurement and attribution tools. The program has launched with 40 […]
“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 Bob Buch, CEO at Manifest Commerce, a division of Rakuten Marketing. If Sun Tzu were to update “The Art of War” to include modern-day digital advertising, he would say, “When […]
Salesforce dropped $2.8 billion on ecommerce platform Demandware on Wednesday, which will underpin the creation of Salesforce’s latest business line: Commerce Cloud. The deal catapults Salesforce into the ecommerce space – a tech category largely dominated by enterprise competitors like SAP/hybris and IBM/WebSphere, though Salesforce first dabbled in ecommerce in 2012, when it acquired site […]
Bloomberg Media wants to reach its target audience of affluent businesspeople wherever they happen to be over the course of the day. That might mean mobile and TV in the morning, radio on the way to work, websites during the workday and magazines at night. “Our brand has the ability and importance to connect to […]
Agencies may come under tougher scrutiny soon as a result of an Association of National Advertisers (ANA) report due out this month. The report on agency rebate practices is the result of a monthslong investigation by K2 Intelligence and Ebiquity and is likely to bring into focus how advertisers conduct audits of their agency partners. […]
There would be far less of an ad-blocking brouhaha if publishers took a page out of the print playbook, said Mike McCue, CEO of Flipboard, one of the earliest entrants on the mobile newsreader app scene. “There’s a big opportunity rooted in the timeless principles of print, where people, generally speaking, actually enjoy the advertising,” […]
Data figured centrally in Barack Obama’s 2008 and 2012 campaign operations. Hillary Clinton is running a similar playbook. Mitt Romney and Ted Cruz both leaned heavily on technology-enabled voter analysis. But Donald Trump isn’t interested in the data-gathering infrastructure many see as a necessary piece of modern presidential campaigning. “I’ve always felt it was overrated,” […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Around The Block PageFair released its “2016 Mobile Adblocking Report” in conjunction with the mobile data firm Priori Data on Tuesday. The report highlights one huge player in mobile ad blocking which rarely gets the attention it deserves: UC Browser, a Chinese mobile web browser that […]
Marketing automation giant Marketo has been snapped up by a private equity buyer in a deal that values it among the top ad and marketing tech investments ever. Vista Equity Partners, which took a majority investment in agency billing and workflow software Mediaocean last June, agreed to acquire Marketo in a $1.79 billion all-cash deal. Upon […]
Facebook-owned Instagram debuted business profiles and account tools on Tuesday. While many personal accounts are used for business, Instagram formalized the system and added promotional capabilities like putting spend behind a post and basic targeting, measurement and reporting tools. While business accounts aren’t meant to be an enterprise-class solution, the vast majority of advertisers on Instagram […]
It’s common for marketing to do its thing on one side of the room while product toils away on the other. Often they just ignore each other. Sometimes they clash. “Everyone felt the tension,” said Jeff Bordogna, VP of product at Relay Foods, a Virginia-based healthy online grocery retailer serving 12 regional markets across 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 Goldberg, chief revenue officer at Trust Metrics. Bad actors in digital media know that media buyers rely so much on numbers that they are often blind to obvious problems. […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Lorne Brown, CEO at Operative. You’ve heard it before: Digital and TV are converging. We may talk about it, but many haven’t stopped to examine the hard technical and operational challenges that media companies […]
