Change or die. The smart brands acknowledge this. It’s one of the reasons why ad tech cabanas and beach houses have taken over the sandbars surrounding the Cannes Lions festival, and why ad tech yachts almost exclusively line the port. “It’s important to us to understand what will change in the future and what will […]
As video views shift from desktop and linear to mobile and over-the-top – Hulu, for instance, just revealed more than 58% of streams now happen on OTT devices – programmers like ESPN are using data to track total audience viewing and satiate advertiser demands. ESPN hired its first global data officer last week, The Weather Company’s […]
Since Yahoo’s maligned acquisition of Tumblr, many insiders have questioned its value as a marketing tool. Yahoo has made some overtures toward answering that. Yahoo CEO Marissa Mayer said during the company’s Q3 2014 call last October that she expected Tumblr to drive $100 million in 2015 revenue, and that users increased 40% in 15 […]
“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 Kathy Leake, CEO at Qualia. Buyers and sellers agree that ad impression fraud is a huge issue. Yet no one has agreed on how to define, identify and counter fraud, […]
The No. 1 criticism leveled at mobile data-management platforms (mDMPs): Who needs another silo? But that’s not stopping a growing number of ad tech companies from unveiling mDMPs as they move to meet the demands of marketers looking to activate their mobile data. Although several players have been on the scene for a while now – both […]
B2B vendors have a wealth of white papers and other content marketing materials, but often struggle to find the right readers. Distributing B2B content usually requires direct deals with individual publishers, which can limit scale for advertisers when those publishers have small footprints. To address this issue, B2B content marketing company NetLine created a marketplace […]
Messaging apps now attract just as many users as social media platforms. The combined users of Viber, WeChat, WhatsApp and Facebook Messenger now outrank Facebook, LinkedIn, Twitter and Instagram, according to recent BI Intelligence research. But marketers have struggled to tap into that audience. Emojis might be a brand’s way in. “Emojis have become for […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by James Murphy, vice president of programmatic at RhythmOne. The only way programmatic will ever truly take off is if premium publishers come to the table with their entire video media inventory available for monetization. […]
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. The Rush On Facebook Facebook’s latest ad offering, Lead Ads, aims to simplify the mobile signup process. The function populates data like email addresses from Facebook user profiles to increase registrations for newsletters, price estimates and follow-up calls. According to a blog post, “Advertisers […]
Yieldify is trying to solve what CEO and co-founder Jay Radia calls “a trillion-dollar problem” – which is part of why the company has been able to attract such big-name investors. The London-based startup announced an $11.5 million Series A funding round on Thursday led by Google Ventures and SoftBank Capital. At the moment, conversions on […]
When Alison Lewis joined Johnson & Johnson as its first-ever consumer marketing chief in 2013, the purveyor of popular baby-care products like No More Tears and the ubiquitous Band-Aid, was at a crossroads as a company. “We had really great marketers and agency partners, but we realized we needed a unified approach to brand-building for […]
This week at the Cannes Lions festival, Rubicon Project hosted its annual discussion of some of the world’s most powerful digital media buyers. This panel has historically comprised the leaders of the four largest holding company trading desks, but this year was different – with senior buyers from IPG, Publicis, Dentsu and Bank of America. […]
Like all programmatic buyers, Xaxis faces a challenge – and that’s securing the best and most inventory for its clients. In a publisher waterfall, ad servers generally prioritize programmatic below direct-sold campaigns, prompting other buyers and exchanges to start asking publishers to implement a practice known as header bidding. But Xaxis, WPP’s trading desk (or, […]
Horizon Media had done plenty of direct-to-publisher native campaigns to promote shows for its entertainment clients, including The History Channel. But the campaigns lacked scale. “Curating these experiences in a way where we can impact scale is vitally important when we’re trying to drive a [Nielsen] ratings number,” said Joe Hadari, SVP and managing director […]
The TV ad makeover is gaining steam, judging by comments on the ground this week in Cannes. Cablevision and NBCUniversal/Comcast are talking up the data granularity and addressability of their millions of set-top boxes, and agency buyers are crowing about results they’re seeing from programmatic TV activities. For example, Modi Media, GroupM’s addressable TV agency, […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research. A handful of years ago, I moderated a panel about mobile technology and privacy for the Churchill Club. One of the panelists explained the data collection issue in a way […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Cannes, Cont. Cannes coverage continues with a piece by the WSJ’s Jack Marshall, who debunks the idea that ad tech has usurped the celebration of creativity that the festival was build on. The truth isn’t that ad tech is taking over, according to Marshall, […]
“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 Dominic Satur, US platform director at Flashtalking. Data-driven marketing is only as strong as the ability to ingest, model and apply the data at our fingertips. But as adoption of data-management […]
Nielsen has a new program designed to give advertisers and agencies a clearer lens into the digital audience activation process, the company announced Wednesday at its Consumer 360 conference in Washington, DC. The inaugural set of “Preferred Platform Partners” includes BrightRoll, DoubleClick, FreeWheel, Moat, RocketFuel, TubeMogul, Tremor Video, Viant and Videology. Other ad tech platforms […]
Jayne Pimentel is high on marijuana marketing – in particular using ad tech to support a budding industry. Pimentel, currently Reddit’s ad ops chief and formerly demand-side platform Turn’s director of emerging media, is also founder of CanX – an app designed to connect cannabis growers, product producers, dispensaries and consumers. It uses anonymous registration […]
Driving foot traffic is retail vet Julie Bernard’s passion. “That’s what converts the casual window shopper into a loyal customer,” said Bernard, who took the reins as CMO of location-based mobile ad platform Verve Mobile on Monday after more than seven years at Macy’s in several exec roles, most recently as SVP of customer strategy, […]
Much has changed for Interpublic Group since 2005, when Michael Roth stepped in to lead the then-troubled holding company. His background, as the CEO of a life insurance company, was unconventional, but it made sense given his role was to push IPG back to financial solvency. “The original profile for this job was financial,” he told […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Dave Smith, vice president of monetization and yield at Pandora. There has been a lot of talk about programmatic audio lately. But where’s the beef? What is the publisher value proposition that’s going 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 Marc Grabowski, CEO at Iris Mobile. It recently dawned on me that the entire world would be dramatically improved if more global leaders had a marketing tech or automation background. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Done Deal Verizon’s behemoth $4.4 billion AOL acquisition closed on Tuesday, less than two months after the takeover was announced. On a call with press, Verizon EVP Marni Walden shared two key updates. Bob Toohey, president of Verizon Digital Media Services, will now report […]
Alibaba’s sale of its US shopping site 11 Main on Tuesday may have looked like it was waving the white flag in surrender to Amazon and eBay, but CEO Daniel Zhang reaffirmed the Chinese commerce giant’s pursuit of cross-border commerce in his first onstage appearance in the United States. “Yes, we are strong in ecommerce, […]
7UP is giving the thumbs up to live-streamed video. For the second year in a row, the carbonated beverage brand is sponsoring Yahoo’s live stream of the Electric Daisy Carnival (EDC), an annual electronic dance music mecca sponsored by entertainment company Insomniac in Las Vegas this month. Music has been on Yahoo’s mind since the […]
Location isn’t all that relevant without context. That’s the thinking at Sense360, a startup co-founded by Thinknear vet Eli Portnoy to help apps tap into sensor data derived from smartphones. Sense360, which landed $2.8 million in seed funding in January, opened up its platform to general availability on Tuesday after roughly six months in closed […]
When Better Homes and Gardens refreshed its site last week, it did so with mobile in mind. About 50% of site visits to the Meredith Corp.-owned property happen on mobile devices, which made creating a better consumer and advertising experience on mobile a priority. But desktop got attention too, with both mobile and desktop redesigned […]
