Deep-linking vendor Button announced the Button Marketplace on Thursday in an attempt to sustain the mobile app world without the need for digital ad dollars. “It’s an entirely different paradigm for apps,” said Michael Jaconi, Button’s co-founder and CEO. “You can’t capitalize on search and intent in this world like you did for the web.” […]
AdExchanger Research analyst Catherine Oddenino reports on publisher trends in the programmatic advertising ecosystem in her recently-released report, “The State of Programmatic Selling 2015.” Among Ms. Oddenino’s findings:
The rise of autoplay video has propelled many marketers into experimental mode. ConAgra Foods, which has increasingly invested in multiscreen video, is no different. It’s trying out Sharethrough’s new instant-play video format called Video View Ads, launched Thursday, for brands Orville Redenbacher and Reddi-wip. Video View Ads are native ads that can be set on […]
Getting 2 million YouTube views on a video of Lindsey Graham smashing cell phones was a very good thing for political website Independent Journal, which orchestrated the stunt. But it didn’t do much for Graham (who made the video after Donald Trump gave away his phone number publicly). The Republican senator from South Carolina is […]
The New York Times has a solution to the bot fraud problem: “Buy quality.” So declared Michael Zimbalist, SVP of advertising products and R&D at the Times, speaking at OpenX’s session about trust in the supply chain at Advertising Week in New York City. “You get what you pay for,” Zimbalist said bluntly. “We need to collapse […]
When AOL agreed in June to bring Microsoft’s sales organization into AOL, nearly doubling the amount of front-line salespeople to a total of 1,000, head of sales Jim Norton saw an opportunity. AOL knew there were a number of ways it could improve its sales force to better align with the organization’s structure: custom solutions […]
“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 Keith Fagan, vice president of data solutions at sovrn. While the digital advertising industry is well on its way to mitigating ad fraud via prevention and new cost models that […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Catherine Oddenino, Analyst, AdExchanger Research. One of the common themes I hear in my current mobile products research: It’s someone else’s fault. The players and issues change in each conversation, but it feels like many spend […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Stay In Your Lane The Thrillist and JackThreads combo was one of the first to merge editorial and commerce. Now it’s goodbye to all that, as the two companies make arrangements to split up and raise funds ($54 million combined), Re/code’s Jason Del Rey […]
The merger of comScore and Rentrak, announced Tuesday, creates a powerful new player providing unified digital and offline measurement. The deal poses a real challenge to Nielsen, which nevertheless is not about to be overthrown as the reining champ of marketing and media measurement. Pending regulatory approval, comScore will begin to combine its digital audience measurement […]
As Axel Springer was rolling out its acquisition of Business Insider on Tuesday, the German publishing giant lost a court case it brought against the Acceptable Ads initiative of Adblock Plus (ABP). The decision gave ABP its fourth consecutive victory against European publishers hoping to prove aspects of its technology or business model are illegal. […]
“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 Eric Picard, vice president of product planning at MediaMath. If you ask anyone, anywhere, if they like advertising, the answer will likely be a laugh and quick “no.” From a […]
Of all the threats posed by the ad-blocking trend, perhaps the scariest scenario for publishers is that paid media placements could be filtered at the network level. Now that nightmare seems to be coming true, as Israeli ad-blocking tech company Shine has said it will integrate with wireless carrier Digicel to screen ads aimed at […]
Nielsen’s having a tough week. On Tuesday, comScore and Rentrak, two of Nielsen’s top competitors, announced their intention to merge into a single measurement monolith. And on Thursday, business channel CNBC, a division of NBCUniversal, will officially kick Nielsen to the curb, turning instead to research firm Cogent Reports for its audience measurement. Comcast-owned NBCUniversal […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by John Trimble, chief revenue officer at Pandora. Like many events in the ad business, the conversations that happen offstage at Advertising Week can be even more impactful than those that take place in the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Learning The Native Tongue Yahoo CEO Marissa Mayer gave her thoughts on ad blocking during a Q&A at IAB MIXX during Advertising Week. Mayer believes ad blockers are wrong when they say their products will elevate UX and vibrancy on mobile or desktop, according […]
There’s apparently power in numbers in the fight against ratings fixture Nielsen. Measurement companies comScore and Rentrak have reached a definitive agreement to merge, the two companies announced Tuesday. (press release) In the stock-for-stock merger, Rentrak is to merge into a wholly owned subsidiary of comScore. ComScore CEO Serge Matta will take the reins as CEO […]
If ad blocking is war, long-tail publishers will likely be its earliest casualties. “Ad blocking is a threat to the whole industry, but it has an especially high impact for the small publishers who make up so much of the rich fabric that is the digital experience,” said Randall Rothenberg, CEO of the Interactive Advertising […]
Origami Logic revealed Tuesday it had received $25 million in Series C funds, which it will use to more than double its teams across sales, engineering and marketing, said co-founder and CEO Opher Kahane. Origami Logic has an employee count in the lower double digits, though Kahane wouldn’t give an exact number. But clients like […]
At AOL’s annual programmatic upfront (now called the “Future Front”) Monday, its parent, Verizon, staged a showy coming-out party for a video content network called Go90. Besides Go90’s official launch, Verizon revealed it had secured its first upfront commitment from agency holding company Publicis Groupe. The deal has a couple of implications. On the content […]
If Facebook wants to grab budgets from TV media planners, it has to speak their language. To make buying and measuring digital video ads easier for TV buyers, Facebook has unveiled support for TRP [target rating point] buying this week. TRP buying enables advertisers to plan, buy and measure online video and TV campaigns holistically. Media […]
Urban Airship is crossing the streams – but in a good way. The mobile tech company announced a solution called Urban Airship Connect on Tuesday that aims to provide advertisers with access to app data through a real-time streaming API. The solution will be generally available later in Q4. The gist? Consumers are interacting with apps […]
Axel Springer will acquire Business Insider in a deal that values the publisher at $390 million, the companies said Tuesday. The German media company bought 9% of BI back in January, and the new $343 million deal will bring its total stake to 97%. That earlier deal placed the value of BI at $200 million, so the sale price […]
First there was Right Media. Then there was the Yahoo Ad Exchange. Now there’s BrightRoll. Yahoo started off Advertising Week on Monday with the announcement that it had consolidated all of its programmatic ad tech under a single umbrella – the BrightRoll brand. The purple platform has been on a bit of an ad tech spree […]
“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 Matt Naeger, executive vice president of strategy and analytics for Merkle’s Digital Agency Group. Addressable marketing is not new – we’ve been doing it for many years in the offline world. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Busy As A Bot Digital Content Next released a report Monday in conjunction with White Ops on bot fraud activity. No pub is cited by name, but sites that do audience extension (by retargeting their audiences) are more likely to have bot-ridden inventory. White […]
Programmatic buying of display and video ads will expand rapidly for years to come, according to new findings from Magna Global. In a forecast released Monday, the Interpublic Group media investment unit predicted the amount of global ad inventory bought and sold using programmatic methods in 2015 will rise 49% compared to last year – […]
Google said Monday it will let marketers use their first-party CRM data to target specific users based on hashed email addresses. The product is called Customer Match. While Facebook and Twitter both enable CRM matching, that Google now allows it constitutes “a seminal shift for first-party, addressable targeting,” said Merkle’s EVP of digital strategy, Matt […]
Merkle, which bills itself as one of the industry’s largest privately held agencies, is moving beyond database services into tech territory. The company on Monday launched MerkleOne, its version of a people-based marketing platform for advertisers and publishers, including inaugural sell-side partner News Corp. “M1 will enable advertisers to bring their own data, anonymize IDs […]
PulsePoint is planning to get acquisitive. On Monday, the programmatic platform announced $30 million in debt financing from Silicon Valley Bank, the majority of which will be used to buy companies to complement PulsePoint’s existing tech stack. PulsePoint – which was formed through the merger of Datran Media and ContextWeb in 2011 – had previously raised a […]
