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 […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Exchange Dynamics AppNexus continues to share results of its recent fraud cleanse, claiming that the huge drop off impressions led to parallel spikes in CTR, visibility and price. Catherine Williams, AppNexus’ chief data scientist and the leader of its internal inventory quality efforts, previously […]
“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 Tom Triscari, CEO of Labmatik. Over the past few weeks I attended a number of programmatic industry events where attendees heard about newer topics, including ad blocking and header bidding, as […]
The battle for the living is taking two multiscreen TV targeting companies to the courtroom over an alleged patent infringement. The end result: The privacy policies of ad tech players tracking cross-screen behavior are coming under increased scrutiny. The action, filed Nov. 6, is being brought by Free Stream Media Corp, which does business as […]
With the exception of back-to-school needs, office supply retailer Staples focuses on small-business owners. Like most brick-and-mortar retailers, Staples knew mobile played a vital role in its customers’ daily lives, but it was less clear from a media standpoint how mobile impacted the ultimate sales conversion. Staples wanted to use mobile to drive upper-funnel awareness […]
Marketers are known for demanding ROI and previous results before they embrace new strategies, but they’re going all-in on the assumption that mobile will be a far more prosperous channel this year than in previous holiday seasons. Industry analysts like eMarketer project a strong holiday for retailers, with mobile commerce expected to grow 32.2% over […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Kamakshi Sivaramakrishnan, founder and CEO at Drawbridge. When we think of “emerging devices,” images of smartwatches and quirky Internet-of-Things devices typically come to mind. With omnichannel marketing and multitouch attribution becoming more commonplace, however, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. All Fun And Games “Last year the analytics firm Deepfield found that Twitch regularly broke into the top four users of Internet bandwidth, trailing only Netflix, Google, and Apple,” according to a deep dive into the video game streaming platform from a pair of […]
MoPub is Twitter’s secret weapon – secret because the mobile exchange rarely comes up during Twitter’s quarterly earnings calls. On Friday, MoPub introduced native video mediation to enable publishers to filter their ad requests through whichever native ad network SDK they want, including the Facebook Audience Network and the more than 175 DSPs integrated with the […]
If you’ve been to a movie recently, you’ve likely seen a pre-show advertising program called FirstLook. While you probably don’t think of it as data-driven marketing, that might change given a partnership between Fandango and National CineMedia (NCM), the in-theater advertising network that develops that ad package. NCM will use Fandango’s anonymized mobile and online […]
