The wait is over. Demand-side platform The Trade Desk has dropped its S-1 filing with the US Securities and Exchange Commission, indicating plans to go public. The company hopes to raise $86.3 million in the offering, and management will maintain substantial control of the company. By contrast, Criteo sought $190 million in its IPO, Rocket Fuel […]
While many marketers prioritize reaching Hispanic audiences, they have trouble finding them online. That’s a problem Batanga hopes to address. The Hispanic-focused publisher of sites like iMujer, Vix and BolsaDeMulher attracts 1 million to 4 million US cross-platform uniques per month, according to comScore, and 14 million desktop uniques worldwide, mainly in Latin America. Batanga, […]
Beijing-based Miteno Communication Technology is buying contextual ad network Media.net for $900 million in cash.In other words, a Chinese consortium led by a company you’ve most likely never heard of just spent almost $1 billion to acquire an ad tech company you’ve also probably never heard of. It’s a trend we’re going to see more […]
Peter Horst will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. After decades of focus on TV and print advertising, Hershey’s is “in the early stages of a long, judicious process of building out a data operation and translating our brands to a digital mindset,” according to CMO Peter Horst. AdExchanger spoke with Horst about […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Manny Puentes, chief technology officer at Altitude Digital. Following the industry’s adoption of viewability as a core metric, even moving toward transacting on vCPM, advertisers are now eyeing other measures that can tell them […]
“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 Louis Moynihan, vice president of product innovation at Demandbase. Most ad tech participants don’t ever need to deal with choosing between custom and generic bidders. A bidder is the piece […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Tick Tock The Guardian is running its first time-based online ad campaign, reports Lucinda Southern at Digiday. Advertisers can buy ad slots of up to 30 seconds across the publication’s properties. The Economist, which also bills for ads based on time, is the first advertiser to […]
When DigitasLBi appointed Emily Macdonald as its first head of programmatic on Thursday, it wanted to ensure all employees across planning, buying, data and analytics teams are trained on programmatic buying. The newly created international role comes from Publicis Groupe’s recent reshuffle to integrate programmatic as a service across all of its agencies, beginning last year […]
Native is a big deal to The Atlantic, where sponsored content will comprise 75% of digital revenue this year. It employs a 30-person team, dubbed Atlantic Re:think, to create campaigns for clients like Porsche, TIAA and Cathay Pacific. The team operates with the philosophy that “engagement is an art and science,” said Michael Monroe, 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 Jay Friedman, chief operating officer at Goodway Group. We’ve seen clearing prices for display inventory rise more than 100% in the last two years, and video inventory grow more than 50%. […]
Since Betabrand crowdsources its ephemeral designs – including the “dress pant yoga pants” – it focuses on Facebook as a primary traffic source. The platform accounts for about 80% of the ecommerce brand’s acquisition budget, and more than half of its members authenticate using their Facebook credentials. Betabrand is no newbie at CRM and email […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Matan Cohen, director of innovation at YouAppi. Imagine if you could eat everything you wanted and stay trim without exercising. You could apply that analogy to Android Instant Apps, where you can use these apps […]
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. Sign Of The Times The New York Times has shut down its NYT Now app, a curated mobile experience that was geared to young people. NYT Now debuted two years ago with a $1-$2 weekly subscription, then became a free service for its second (and final) […]
Kirthi Kalyanam will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. A lot of marketers are struggling with retargeting. According to a recent Millward Brown Digital poll of 300 senior brand, agency and media execs, 55% of them aren’t confident in their company’s grasp of the customer journey. “Historically, the advertising industry has […]
African mobile network Econet Wireless will pre-install Shine’s ad-blocking tech for 40 million subscribers across Zimbabwe, South Africa, Burundi and Lesotho. The deal, revealed Thursday, represents the Israeli startup’s third public telco partner and its second full integration. Although Econet will pre-install Shine’s network-level ad-blocking technology for all of its subscribers, government regulations require Econet […]
As one of Canada’s top three media companies, Corus Entertainment’s wide-ranging footprint spans TV and radio. Navigating the data landscape is a tall order for any linear TV company, but Corus is placing bets on a future when data flows as freely in broadcast as it does in digital, despite tighter regulatory restrictions that exist […]
When General Mills launched Tiny Toast in June, its first new cereal brand in more than 15 years, the company also launched its first completely digital marketing campaign. Because General Mills was targeting millennials, it stayed away from traditional TV and instead placed short video clips across YouTube, Snapchat and Instagram. In the two months […]
“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 Mayur Gupta, senior vice president and head of digital at Healthgrades. Marketing has evolved substantially from the witty and creative ads of the “Mad Men” era to processes designed […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sold Sign Univision continues to expand its digital footprint with its $135 million acquisition of Gawker Media. Gawker and its three brands will sit next to The Root and The Onion under Univision’s Fusion Group, a group of digital media sites targeted to multicultural millennials. One […]
A number of ad tech companies posted enough growth to make Inc. Magazine’s annual 500/5000 revenue survey released Wednesday, while others fell off after making the 2015 list. The survey tracks three-year revenue growth of independent companies, though the results aren’t audited and may include media costs, which can drive up gross revenue. Advertising and […]
As one of the largest ultra-low-cost carriers in the US, Spirit Airlines became synonymous with nickel and diming passengers for anything beyond a basic seat. But with a recent CEO change and a planned site relaunch this fall, Spirit is also trying to become more data-driven to improve customer retention and new passenger acquisition. “We’re […]
Morgan Auto Group spends 60% of its budget on digital advertising to support its 11 north Florida car dealerships. That percentage has steadily increased over the past five years, according to Tom Moore, SVP of Morgan Auto Group. It tracks with changing consumer behavior as shoppers first research online or contact dealers via phone or […]
GhostBed is ready to go to the mattresses to gain share of voice in the super-competitive bed-in-a-box market. One tactic in its arsenal: cars wrapped in advertising. “It’s like a moving billboard – you’re getting an enormous number of impressions and it’s cost-effective for us,” said Marc Werner, CEO and founder of Nature’s Sleep, manufacturer 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 Sloan Gaon, CEO at PulsePoint. Many pundits have squawked that consolidation is inevitable in the ad tech space. This would be true in many markets. In the car-sharing marketplace, for […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. One of the most desired outcomes of programmatic advertising is the ability to reserve inventory for a guaranteed buy. Getting guaranteed access to brand-safe, premium […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sub Not Required The Wall Street Journal is poking new holes in its paywall, Nieman Lab reports. The Journal’s affluent readership gives it leeway to charge high subscription fees, but it turns out blocking content often doesn’t convert non-subscribers. The Journal is experimenting with 24-hour guest […]
Is it the politics, or are gold-plated faucets not as desirable as they used to be? While Trump’s brand and marketability have boosted his presidential run, a collection of data points – including geolocation data tracking foot traffic to his hotel establishments – suggests the campaign has hurt his business. His companies have experienced some […]
Baskin-Robbins launched a standalone app to help modernize its 70-year-old brand and connect with consumers via personalized messaging and offers. In the two weeks since its launch, more than 10,000 customers have downloaded the app, which was created by DigitasLBi. The app is part of a larger effort for more personalized, one-to-one marketing and enhanced […]
Antonio Garcia Martinez led the team that built Facebook Exchange, the company’s first foray into programmatic advertising. He also had a front-row seat when Facebook killed off the initiative, a decision that effectively aborted his future with the company, as he details in his tell-all book “Chaos Monkeys.” “I had bet my entire social capital […]
