For 128 years, Coca-Cola has distinguished its brand through mass media, but consumer tech titans like Apple, Microsoft and Google have usurped its top spot among the world’s most valuable brands, as rated by Forbes. “That’s indicative of the world we’re living in,” said Michael Weaver, director of data strategy for The Coca-Cola Company, speaking […]
If late-year sales are particularly important to you, then your holiday strategy and product development should now be entering its final lap. What remains is a race to retain customers coming in during the blitz of holiday marketing. “The actual user connections should be in place before the holidays, not just a strategy,” said Richard […]
“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 Jared Belsky, president at 360i. Technology advancements, such as beacons, DMPs, attribution platforms and geotargeting, have spawned larger volumes of more precise data, creating opportunities to truly understand how various […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Andrew Casale, president and CEO at Index Exchange. The ad-blocking discussion has shifted to the now-standard story that ad tech is responsible for creating bad user experiences on publisher sites, thus causing a huge […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Making Hay Condé Nast has millennials on the mind – at least that’s the message following its acquisition of Pitchfork Media, a niche music quarterly and website. Ravi Somaiya reports for The NYT that Condé Nast CDO Fred Santarpia (who led the deal) said […]
To borrow a phrase from baseball, B2B programmatic advertising is still in the early innings. A couple of factors have kept B2B marketers from fully adopting the media strategy as rapidly as their B2C brethren. “The biggest difference in B2B and B2C programmatic is the value of the inventory,” said Tony Uphoff, CEO of Business.com. […]
David Yoon is having an interesting week. It started out on Oct. 6 when Apple’s App Store gave its blessing to Been Choice, the ad-blocking app he developed along with his co-founder and CTO Sang Shin. The mini–media frenzy that ensued was immediate because Been Choice said it could do something that other content blockers […]
“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 James Avery, CEO at Adzerk. As ad blockers become more prevalent, it’s important to understand how they actually work and what they mean to publishers, ad tech companies and users. […]
It’s a problem that’s familiar to many agency buyers: start geotargeting, and soon, a campaign’s scale whittles to nothing. The same problem exists for publishers. If a local newspaper starts selling moms reading the auto section, the audience might be too small to be worthwhile to advertisers. The Local Media Consortium (LMC), a partnership of […]
GameSpot readers know what they like – and they know what they don’t like. Owned and operated by CBS Interactive, the video game news and reviews site caters to the mainstream console gamer aged 18 to 40. And they’re an opinionated, assorted bunch. “On the surface level, that might seem like a homogenous audience – simply […]
Managing multiple programmatic partners gets really complicated. It’s even more complicated when you’re a conglomerate of dating sites, such as The Match Group, owner of Match.com, Tinder, OKCupid, BlackPeopleMeet and three dozen other dating platforms. You’re likely working with a good portion of the LUMAscape. When Match.com senior manager of yield ops Konica Ghosh isn’t […]
Varick Media Management, agency holding group MDC Partners’ audience and media-buying arm, has released Alveo – a planning, buying and reporting platform. Operating originally as more of an internal trading desk, Alveo can now be used by Varick’s clients to manage and visualize data as well as access reports across multiple campaigns. Alveo is available […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Facebook’s Online Mall Facebook announced new features Monday meant to get more people buying directly off its platform. TechCrunch reporter Anthony Ha takes a look at the upgrades and Facebook’s current suite of ecommerce engines (including buy buttons, product ads and a mobile feed […]
Putting the “A” in MAU or DAU is about a lot more than enabling users to rack up a bunch of points – it’s about giving those monthly or daily users a reason to be active in the first place. “Customer loyalty is at the heart of everything we do,” said Karah Sutton, marketing and […]
The best way to cover the pope’s visit to the United States on social media was to highlight the moments where he kissed babies. Such an insight feels intuitively right, but USA Today social media editor Mary Nahorniak only made that discovery using CrowdTangle, a social media tool that helps publishers analyze the best-performing content […]
Condé Nast’s Food Innovation Group – a year-old partnership that combined the Epicurious and Bon Appétit brands – sees a hole in the digital video market: short, food-related content for mobile and connected TV viewers. Consequently, the publisher on Monday launched the Food Innovation Group Video Network, featuring content specifically tailored for mobile and connected […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Kelly McMahon, vice president of demand at SpotX. Viewability is now the No. 1 KPI among all online video media buyers, according to eMarketer, a sign that the industry is evolving past CTR 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 written by Steve Cox, chief operating officer at Technology Services Group. With the proliferation of mobile devices and remote access, the boundaries between a company’s data and the outside world have increasingly […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Silicon Valley Vs. Washington DC The White House said it will no longer seek legislation or action forcing companies (i.e., Apple, Google and Microsoft) to open their encrypted user data to law enforcement and intelligence agencies. The New York Times covered the reversal, which […]
Mergers and acquisitions (M&A) are thriving in the red-hot technology industry, particularly in the United States, according to a spate of research reports released Thursday. In many pockets of the industry, there are fewer deals but the value of those deals has skyrocketed. The investment bank JEGI said the number of transactions in the database […]
“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 Simeon Simeonov, founder and chief technology officer at Swoop. The biggest and most insidious myth of programmatic advertising today is that ad prices are a proxy for some universal notion of quality […]
Spotify revealed Thursday that Katz Radio Group will serve as its exclusive representative for geotargeted audio sales in the United States. The radio representation company’s digital division, Katz Digital, will oversee Spotify’s DMA-targeted audio solutions, freeing up the streaming service to focus on broader brand offerings across the platform. Spotify had already been active in […]
The extent to which data drives an online brand’s marketing varies distinctly, a key theme that emerged at Quantcast’s data summit in New York on Thursday. For Blue Apron, a subscription commerce site and meal delivery service, data helps refine the online experience but is less applied to offline investments. For Amazon-owned shoe and apparel […]
Nitin Bhutani gets pitched by eager ad tech vendors daily in his role as VP of marketing at LendingTree.com. “We’re inundated with proposals from companies soliciting business,” said Bhutani, who came to LendingTree in 2011 after nearly a decade in various exec roles at HSBC, including VP of Internet marketing. But as a brand that […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Alex Magnin, chief revenue officer and partner at The Thought & Expression Co. Over the past two years, we’ve seen a wide variety of publishers get into the branded content game. Native ad spending […]
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. Matters Of State It may seem odd that despite the severe repercussions of the Safe Harbor case, few of the marketing and enterprise tech players most impacted have addressed the issue beyond formal statements. US companies don’t hesitate to throw their weight around on […]
Quantcast is tapping its deep ties to publishers by linking digital data signals to offline attributes like sales and TV viewership. The company is rooted in direct audience measurement and embeds its tags across millions of publisher pages. By looking at this data anonymously in aggregate, Quantcast can supply advertisers and publishers with intel around cross-site […]
TV has long proven to be an effective channel for Ancestry.com, a provider of genealogical software and services with more than 2 million subscribers. And 1 million have purchased its DNA testing product, AncestryDNA. Commercials advertising Ancestry are meant to be emotional and explain the value of using the family history search site and DNA […]
Toyota Motors is a big TV spender. It bought, according to Kantar Media, three minutes of commercial airtime during Super Bowl XLIX –trailing only Anheuser-Busch and Fiat Chrysler. Although Toyota will continue to invest in big TV tent poles, it’s test-driving more digital video activation, and is sponsoring premium NBCUniversal video running on AOL’s network. […]
