AppNexus is hitting the market with its own version of mobile header bidding. Announced Monday, the tool – dubbed PriceCheck – aims to help app developers and publishers maximize their yield by accessing as many sources of demand as possible and revealing what each impression is worth. Then the impressions are routed to the advertisers willing […]
AOL rolled a slew of sell-side tools into a unified publisher platform called ONE by AOL: Publishers, which launched Monday, and revealed its intent to acquire French yield management startup AlephD. It didn’t take long for AOL to make good on an earlier declaration by then-President Bob Lord in late October that AOL would remain […]
Advertisers are embracing Instagram, with its video and direct-response potential gaining particular interest, according to a new report from social advertising and content marketing firm Brand Networks. CPG, fashion and retail advertisers in particular have been quick to embrace Instagram, which proved to be a significant player over the 2015 holiday season. The study examined more […]
SheKnows Media now has $22 million extra to play with, as the result of an expanded credit facility, or loan, it closed with Ally Technology Finance on Monday. The company wants more funds to invest in its technology platform Momentum and to use for shopping. CEO Philippe Guelton said SheKnows Media is “getting ready for […]
LiveIntent, which automates the placement of ad inventory within email messages, appointed industry heavy-hitter Jason Kelly as its president on Monday. Kelly was instrumental in helping mobile ad network Millennial Media sell to AOL for $240 million in September, facilitated the sale of retail DSP Sociomantic to Tesco/dunnhumby in 2014 and served as CRO of […]
Revcontent is angling to usurp Taboola and Outbrain in the content recommendation space. The fast-growing network on Monday signed Newsweek to be its exclusive provider of content recommendations. The news follows the Jan. 8 announcement that it had acquired ContentClick, a European native advertising network, to gain a foothold in that continent. In tests, Revcontent […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Craig Berlingo, vice president of product, publisher platforms, at Tremor Video. I’ve been thinking about cronuts a lot lately. They came out of nowhere, and all of a sudden everyone is talking about 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 Chris O’Hara, vice president of strategic accounts at Krux. Marketers are frustrated with spending as much as 60% of their working media dollars to fund intermediaries between themselves and their […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Paroxysm Product head Kevin Weil will exit Twitter as part of a new shakeout, Re/code reports. Weil made a name for himself as head of Twitter’s revenue (i.e., advertising) products, but his big project – Twitter Moments – appeared to fall flat with […]
Ad blocking might be marketers’ current headache, but FTC Commissioner Julie Brill believes it’s up to the advertising industry to alleviate that pain. At AdExchanger’s Industry Preview event in New York on Thursday, she called on the audience of vendors, agencies and marketers to create “usable tools” so consumers can deal with their privacy concerns. […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jay Friedman, COO at Goodway Group. For years it was an accepted truth: Buyers held the power in the digital advertising industry. Ad tech had effectively transferred control from sellers to buyers. When programmatic and […]
“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 by Dave Hanley, principal at Deloitte Digital. Marketers are likely underinvesting in social media because the way they measure their ROI is based on a traditional marketing model, and social media’s returns […]
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. Verizon’s Horizons “AOL’s global capabilities and partnerships are instrumental to our overall long-term global digital media strategy,” said Verizon CFO Fran Shammo on the company’s Q4 earnings call. Shammo said Verizon foresees “a significant opportunity in using the programmatic platform with the data from […]
Megaplatforms such as Google, Facebook and Amazon dominate every marketing niche they occupy, but they are still in the early stages of honing their measurement, targeting and advertising. In what will be a recurring theme in 2016, walled-garden players are still trying to formulate and communicate what value their data brings to brands, according to […]
Advertisers are understandably looking for scale with their cross-device campaigns – but when they ask for it at the expense of accuracy, that’s a problem. “The marketer has erred on the side of reach, but reach and frequency are a tradeoff,” said Omar Tawakol, SVP and GM of Oracle Data Cloud, speaking at a panel […]
Brands are experimenting with proximity marketing, but consumers aren’t always willing to give up their location data. As Pew noted in a recent study on privacy and information sharing: “Location data seems especially precious in the age of the smartphone.” Spam, the risk of data breaches, overdone customer profiling and data being collected for one […]
There’s a world of difference between achieving mass reach and engagement in multiplatform video. Just ask Stephanie Horbaczewski, CEO of the fashion and beauty multichannel video network (MCN) StyleHaul. StyleHaul was among the first YouTube MCNs to join larger companies (Maker/Disney, Fullscreen/AT&T and Chernin Group, Collective/ProSieben) when German broadcast giant RTL Group purchased a majority […]
“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 Rajiv Maheshwari, mobile technology leader at Neustar. Regardless of the many innovations in the ad tech industry, the perspective continues to be heavily skewed by display advertising and its foundation […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. App Store Cold War App Annie published its “2015 Retrospective” on Wednesday, highlighting the new frontiers of app monetization. A big part of it is literal frontiers, with markets like India, Mexico, Turkey and Vietnam experiencing an app revenue surge in tandem with smartphone […]
Google sounds more and more like Twitter, heralding ways marketers can tap into live events for engagement. As such, the company on Wednesday rolled out a new ad product called Real-Time Ads at a press event in New York. With Real-Time Ads, Google aims to capitalize on the ripple effect of live events, such as […]
Programmatic native ads are now available on the BrightRoll Exchange, opening up access for advertisers beyond Yahoo’s owned-and-operated properties. “We’re offering all third-party RTB buyers access to native inventory,” said Tod Sacerdoti, Yahoo VP of display and video ad products, on stage at AdExchanger’s Industry Preview conference in New York City on Wednesday. The upshot: […]
As programmatic commands a greater share of marketing budgets, trading desk knowledge will expand throughout organizations. Accuen expects its trading desk to decentralize when programmatic reaches 70% to 80% of media budgets industrywide, according to Megan Pagliuca, who became the CEO of Accuen after leaving Merkle late last year. That will happen in the next […]
When Condé Nast created its Food Innovation Group 14 months ago by combining Bon Appétit and Epicurious, the move gave it enough scale to take on AllRecipes and the Food Network. The group recently sensed an opportunity in the market to focus on short food videos designed for mobile and social audiences. It quickly pounced, […]
Intent-targeting platform Qualia has merged with early cross-device shop BlueCava, AdExchanger has learned. The move will marry cross-screen data with purchase signals, which the two companies say will strengthen their collective offering. BlueCava’s technology – and 40 employees – will fold into the larger Qualia brand. BlueCava chairman and CEO Phil Myers will move into […]
Health and wellness publisher Greatist raised $4.5 million in Series A funding Tuesday. The five-year-old publisher turned a profit last year for the first time, and it’s seeking more funds to create custom, high-touch programs with Kind, FitBit and other advertisers. CEO Derek Flanzraich wants Greatist to become a top player in the health and […]
2015 wasn’t the best time for an ad tech company to tap the public markets. And 2016 seems like it will be equally uncertain – one need only look at the strange ongoing saga of AppNexus to see that. But it’s an overstatement to say that all ad tech companies are in trouble, according to […]
“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 Kathleen Grigg, senior vice president of client solutions at 84.51°. Marketers largely understand the importance of leveraging data to understand customers and how their actions impact consumer behavior. Companies across […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Bloomin’ Onion Spanish-language Univision purchased a stake in The Onion and its various channels (like the A.V. Club and ClickHole). Read the release. The move is part of a broad effort to reach a younger audience, and follows Univision’s recent acquisition of The Root, […]
“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 Andy Smith, head of programmatic at Vibrant Media. Some of the predictions that programmatic direct channels will experience a sizeable growth surge in 2016 may be too ambitious. As yet, […]
