For the past three years, Ancestry has used content to drive sales, writing and promoting blog posts like “Do You Have Royal Blood?” to encourage people to buy its product. This strategy goes against conventional wisdom, in which banners are typically meant for driving sales and content to drive awareness. “Every piece [of content] we […]
AskMen is firmly in the pro-platform camp among publishers. The men’s website, born during the dot-com boom, now looks to platforms, not SEO, as a way to gain audience and increase recognition. The king of those platforms is Facebook, where video posts earn the publisher millions of views. AskMen, which is owned by Ziff Davis, […]
Digital marketing firm Impact Radius scooped up ClearSaleing, the attribution component of eBay Enterprise, which was spun off from eBay in November. Terms of the deal were not disclosed. Impact Radius CEO Per Pettersen told AdExchanger that he targeted ClearSaleing because “[t]hey have some very innovative technological approaches to cross-device and consumer journey tracking.” Pettersen […]
When it comes to mobile ad fraud, everything old is new again. “All the bad stuff we saw happen in web 1.0 in terms of trying to trick users is coming back with mobile,” said Alex Calic, CRO of The Media Trust, a company focused on ad verification and malware detection. That’s certainly the case […]
“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 Assaf Suprasky, CEO at myThings. As it becomes ever more challenging to find, retain and monetize users, app developers are fighting an uphill battle. The statistics make for grim reading: […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Pay Attention The Economist and Financial Times have both introduced metrics that charge advertisers based on “temporal activity” (aka time on page, though it may sound like a brain function). Speaking with Mediapost’s Joe Mandese, several media agency execs throw their weight behind the […]
The digital supply chain is a morass and is losing the advertising industry about $8.2 billion a year, according to a joint study released Tuesday by the Interactive Advertising Bureau and Ernst & Young. The price tag includes losses and waste due to piracy, malware and invalid traffic, a trifecta that comprises what EY partner […]
The beginning of the holiday sales period was record-breaking for retailers, despite thinner Black Friday crowds and reduced Cyber Monday shoppers. (121 million compared to 127 million last year according to the National Retail Foundation.) Still, weekend sales reached $8 billion – following a disappointing weekend sales period last year – while Monday sales passed […]
Is carrierwide ad blocking coming to the States? That really depends on who you ask. “Absolutely,” said Roi Carthy, CMO of ad-blocking company Shine. “Simply no way,” said Mike Zaneis, EVP of public policy at the Interactive Advertising Bureau. But there’s a reason for Carthy’s swagger. At the end of September, Jamaica-based telco Digicel revealed […]
Political campaigns and causes trust their media dollars to strategists who share their ideological vision. Despite that seemingly immutable fact, commercial tech is opening up more opportunity by assuming the role of vertical partner to political vendors as a side-long way to access new budgets. For the past year, Rentrak – recently merged with comScore […]
Ad tech might not be as sexy a buy as it was just a few short years ago, but that didn’t stop Israeli performance advertising company Perion from buying American ad net Undertone on Tuesday for up to $180 million in cash. Of that sum, $91 million is payable at closing and the remaining $89 […]
“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 Paul Cimino, former CEO at Brilig and Snickelways. I don’t fully understand Snapchat as a user, but as an Internet entrepreneur I know powerful new media when I see it. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. What Social Bounce? Ecommerce isn’t the same landscape for everyone. Mike Shields reports for The Wall Street Journal that a specific breed of aspirational, lifestyle retailers, such as trendy home decor or wedding-centric outlets, are driving massive shares of their traffic via Pinterest. But […]
Tim Armstrong is going to have to look for a new successor. The AOL CEO’s heir apparent, the highly visible Bob Lord, will soon step down from the company, which he joined two years ago to help spearhead an aggressive expansion of the company’s ad technology vision. The Wall Street Journal first reported the news […]
When Forrester released its Wave assessment for video ad platforms Monday, the ability for each demand-side platform (DSP) to buy cross-screen – including linear TV – was a key factor. “The biggest thing large advertisers are struggling with is how to use digital video and TV in combination, not just digital video by itself,” said […]
Bots are slipping through the cracks. Digital security company Are You a Human claims to have identified a number of bots for sale in traffic that’s already been filtered by well-known verification companies. “The bots we saw through ad units were both on the open exchange and through direct DSP relationships,” said Reid Tatoris, COO […]
Globetrotting business travelers are a tough target to pin down, but they do all have one thing in common – their phones. They also spend a lot of time waiting around airports connected to Wi-Fi. Emirates Airlines took advantage of the confluence with a mobile campaign designed to drive awareness and booking intent around its NYC/Dubai […]
“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 comparing data management platforms have probably asked a vendor about match rates. Unfortunately, many don’t understand what they are asking […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic Parting? Expect programmatic breakups in 2016, says VivaKi’s president of global clients, Marco Bertozzi. But who’s breaking up with whom, exactly? He doesn’t specify, but it’s clear Bertozzi’s skeptical of the direct-to-client deals that many ad tech vendors have worked toward. Deals that […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
With turkeys almost in the oven, retailers and ecommerce companies are hoping the investments they’ve made all year long in audience segmentation, mobile tech and cross-channel measurement will pay off in the make-or-break holiday season. Ecommerce in particular is looking to benefit from the maturation of ongoing retail and ecommerce trends – such as offline […]
Private marketplaces (PMP) might be great for quality assurance and brand specificities, but sometimes sacrifice scale and audience discovery. Also, they’re tough to set up. In response to those challenges, video ad server and supply-side platform SpotX on Wednesday made a new variation of the private exchange called Curated Marketplaces generally available. Typically, a PMP […]
“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 Shashi Upadhyay, CEO at Lattice Engines. For the past 15 years I’ve worked with marketers from Fortune 500 companies who are trying to get their hands around the increasing amount […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Laura Buchman, vice president of publisher platform sales at Tremor Video. Premium publishers know that buying impressions through direct buys works, in spite of limited targeting options. An audience that fits a basic demographic […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Search Lurch Following a drumbeat of complaints about Google’s app-install ad policies and potentially anti-competitive algorithm tweaks, local search players like Yelp and TripAdvisor noted last weekend they were getting buried in Google search results. Google responded by telling Re/code’s Mark Bergen, “The issues […]
Rocket Fuel is speeding up the rollout of its device graph. Starting in Q1, the programmatic platform company will make cross-device targeting the default mode for marketer and agency clients of its self-serve DSP. Those customers include Microsoft, which does its own US digital ad buying in-house. Microsoft’s top B2B marketing exec in the US, […]
Digital marketers spend a disproportionate amount of budget during the holiday season – but is all that cash actually generating incremental sales? Jewelry brands spend more in Q4, roughly 60% of their annual spend, than they do in the other three quarters of the year combined, based on analysis from Nielsen. Toy brands spend around 56% […]
Six out of 10 marketers would reallocate their media spend if digital media owners failed to supply sufficient third-party measurement, according to new findings from the Association of National Advertisers (ANA). In an ANA survey of 154 members conducted this summer, 90% of marketer respondents also said they are “not fully confident” that their working […]
“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 Nicolle Pangis, global chief revenue officer at Xaxis. With $6.3 billion destined for illicit hands this year, according to the Association of National Advertisers, ad fraud is clearly a major […]
“AdExchanger Politics“ is a new weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Eric Berry, CEO at TripleLift. The political season is upon us, for better or worse. Cue the typical debates, false controversies, real controversies and, of course, ads. But the 2016 presidential campaign is unique because […]
