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 […]
Just about every brand with a TV budget wants the answer to a simple question: How many people took action after seeing my ad on TV? But it’s not the type of question that can be answered by a gross rating point (GRP). To better understand the impact of its TV advertising, Ford and its […]
Influencer marketing startups think it’s time to become a more strategic part of content marketing initiatives. Part of the problem is that influencer marketing doesn’t get its own budget line, said Pierre-Loïc Assayag, founder and CEO at the influencer management platform Traackr. It’s as likely to come under the jurisdiction of a PR firm as […]
Oracle’s aggressive stance on acquisition is evident when you consider its Marketing Cloud shopping spree, and it’s not backing down. It recently added web personalization platform Maxymiser to a long list of purchases that included data-management platform BlueKai, campaign-management tool Responsys and Datalogix. The intent is to round out a complete stack that covers all […]
“On TV and Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Kevin Lenane, general manager of video at Integral Ad Science. If you regularly read digital advertising news, you may be forgiven for believing that marketers have embraced video advertising in a monumental way. In […]
“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 Victor Wong, CEO at PaperG. Adobe’s 2005 acquisition of Macromedia, along with its flagship products Flash and Dreamweaver, for $3.4 billion in stock, had huge potential. Macromedia’s plan for Flash to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Matching The Search User Google will widen support for first-party data onboarding, Digiday’s Garett Sloane reports. “The new program lets advertisers import their customer lists to Google and market to those audiences in Gmail, search and YouTube.” It’s a move straight out of the […]
Just because people block ads doesn’t mean they hate advertising – it means they hate bad advertising. Slow-loading, third-party tracking, battery-draining, bandwidth-bleeding, pop-upping, visually questionable and sometimes creepily relevant (but, more often than not, utterly irrelevant) advertising. But a straw poll conducted by Dean Murphy, the developer behind the iOS ad-blocker app Crystal, found that 71% of […]
With ad blockers increasingly available on mobile devices and adoption increasing, especially among millennials, publishers can’t ignore the issue anymore. But what, exactly, are their options? First, publishers must figure out the extent ad blocking happens on their site – which varies dramatically based on audience composition and the type of site. Gaming sites, for […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Craig Kostelic, head of revenue at Bon Appétit & Epicurious, The Food Innovation Group. Publishers have historically treated their home pages as their waterfront property, with a finite amount of space and availability that […]
“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 Eoin Townsend, chief product officer at Collective. Today’s digital marketers must invest in the best tools available to manage their campaigns and drive measureable results. But marketing technology tools require […]
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. Sourced Traffic Is For Suckers Bloomberg Businessweek’s cover story next week is a dive into the world of fraudulent traffic. A while ago advertisers hoped digital display would be as effective but more efficient vs. TV advertising: similar reach, but way less cost. But last year, […]
Adobe has combined more components of its Creative and Marketing clouds. Its launch Thursday of Analysis Workspace for Adobe Analytics, a Marketing Cloud visualization tool, uses creative elements inspired by products like Photoshop. The self-serve tool is designed to be a slicker way to query reports than relying on a spreadsheet. It presents a customizable […]
Beyond knowing whether an ad was viewed and for how long, marketers want to verify viewability percentages against key audience segments, which is the basis of a new alliance between Nielsen and Integral Ad Science (IAS). Although the two companies have partnered since 2012, they have now expanded the scope of their relationship to offer […]
Static ad content is just too old school for apps. That’s the thinking at Quixey, a company mostly known as an app search engine. On Thursday, Quixey announced the release of Deep View Cards, a technology that generates dynamic creative in-feed ad units that mimic an app’s native UI and user experience. The product, now […]
AdsNative added $8.5 million in Series A funding to its war chest on Thursday as it moves to offer an alternative to the market’s dominant ad server. AdsNative’s solution combines a native, mobile-optimized ad server with the option to add on a yield optimizer and exchange. By solving for publisher problems capturing mobile and native […]
In a perfect world, products gel. For Facebook, achieving a harmony between its buy- and sell-side offerings has propelled its go-to-market strategy. While Facebook’s ad server, Atlas, is its buy-side play, LiveRail, the video SSP it acquired last July, services the sell side. “Ideally, everything works very well together,” said F. Scott Woods, head of […]
“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 Amihai Ulman, founder and chief operating officer at Mass Exchange. We’ve all marveled at the new technology solutions entering the programmatic marketing and advertising ecosystems, along with the vast quantities […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. EU Pluribus Unum The EU’s top court issued some sharp statements regarding Facebook’s 15-year-old data-sharing agreement with US government agencies. The nonbinding decision from the EU’s advocate general said European “Facebook users are not informed that their personal data will be generally accessible to […]
Rubicon Project-owned Chango recently poached customers from eBay Enterprise who were using a white-labeled version of Chango’s product, AdExchanger has learned. In what could be construed as a cautionary tale to any company bundling and reselling a partner’s technology, Chango sales reps approached the dozen or so retailers, some of them with significant media budgets, […]
TV networks don’t lack for premium video content. But monetizing that content without pre-roll, mid-roll and interstitials? That’s another story. “For the most part, TV networks are taking the linear television model and trying to directly translate it to digital,” said Zane Vella, CEO of Watchwith, a company that taps into episode-level metadata to place […]
Online political spending – while still trailing far behind the budgets assigned to TV – is poised to match or exceed even the world’s largest brand advertisers. But with no established agency or ad tech model in place, agnostic tech providers are looking to blaze new trails in the hypercompetitive DC market. Rubicon Project and […]
As private marketplaces have taken off, buyers and sellers have struggled to figure out exactly how to negotiate deals and, once a campaign is live, how to optimize so it actually delivers the expected value. None of the existing models quite work. Traditionally, sellers optimize direct-sold deals and buyers control programmatic ones. With private marketplaces, […]
