“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 strategic partnerships at MediaMath. There was a time when advertising was a game of statistical assumptions about the types of people who were consuming media. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Xaxis Hatches An Agency WPP-owned Xaxis debuted a performance marketing agency dubbed Light Reaction on Tuesday. The move is a departure from Xaxis’ core programmatic business, but chief Brian Lesser tells Ad Age the company wants to increase its performance marketing efforts, which now […]
Commerce-focused publisher Purch has raised a big $135 million round, money it aims to spend on potential media acquisitions outside its established B2C and B2B tech verticals. Some of the money will also support an ad tech expansion, including heightened analytics capabilities. “Investors don’t like money in the bank,” said CEO Greg Mason. “We want to […]
Amazon has an ever-growing deluge of data that it’s putting toward a trio of ad units and new consumer-facing projects. In addition to Sponsored Products, Product Ads and Sponsored Links, which underpin its nearly $1 billon advertising business, Amazon is testing numerous consumer features designed to strengthen its ecommerce data set with search activity. “Amazon […]
In a move aimed at speeding the conversion path between “pinners” and thousands of retailers, Pinterest will debut buyable pins allowing users to purchase products directly from its website, the company announced Tuesday at its San Francisco headquarters. The feature was specifically designed to make mobile purchases faster and easier as users browse their favorite pinboards. […]
How can consumers opt out of cross-device tracking if they don’t even know it exists? “When people are surprised, that can have negative consequences on trust, a brand and enforcement,” FTC commissioner Terrell McSweeney said to a crowd of 150 people in the advertising community – many of them lawyers – at the Digital Advertising […]
Television has the GRP. Mobile deserves the same. That’s the thinking at comScore. Starting Wednesday, the measurement company will make mobile ad reporting for apps and mobile web generally available within its validated Campaign Essentials (vCE) product. ComScore had done custom delivery of mobile measurement in the past on a client-by-client basis. That same data […]
Genesis Media is the latest to dish up video ad impressions guaranteed on viewability, the company revealed Tuesday. Genesis Media’s new cost-per-viewable-impression, enabled through a partnership with Moat, accounts for the Media Rating Council’s standard for video viewability (50% of a player be in-view for two consecutive seconds) and an additional Genesis guarantee that ads […]
The auto industry, ever competitive when it comes to traditional advertising, has brought that competition to programmatic buying. By leveraging data from car makers and dealers, brands are able to target and optimize their digital advertising through data-driven programmatic, and the competition is heating up in that space. According to data released by DSP and DMP Turn, price […]
There’s something fishy going on in China. According to mobile attribution company Apsalar, for every valid in-app purchase (IAP) made in China, there are 273 fraudulent ones. But China isn’t the only place with IAP problems. Taiwan sees 54 fake in-app purchases for every valid one, while Saudi Arabia clocks in at 24.6 and Israel […]
“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 Mendel Senf, CEO at Yieldr. There’s been plenty of commentary on the problems that exist within digital advertising, spanning from fraud and viewability issues to opaque practices and brand safety […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. A Day In The Life Ad Age takes readers through a routine day for Andre Banilevi, a 23-year-old programmatic ad buyer for MDC’s programmatic arm, Varick Media. One of 10 traders for Varick, Banilevi represents a growing group of math-savvy buyers behind the levers […]
Cxense, a Norwegian provider of publisher-focused ad tech, on Monday acquired Maxifier, whose technology optimizes direct sold campaigns, for $3.56 million in stock. “Our ability to understand customer behavior and data will be injected into Maxifier’s extremely rich ability to forecast and optimize advertising campaigns, and vice versa,” said Geraldo Maroniene, Cxense’s EVP of corporate […]
EHealth.com, an insurance resource and price comparison engine reaching about 50 million eligible Americans, wants to reach a broad swath of consumers. Thus, national cable and syndicated TV buys – particularly for its Medicare business focused on individuals 65-and-older – are key to obtain that reach. Over the years, eHealth.com expanded its advertising investments to include […]
Retailers might look like they’re under siege, according to Gartner VP and analyst Andrew Frank, but they’re actually sitting on a pile of “underleveraged data.” Unfortunately, much of this data isn’t digestible by marketing technologists. In February, The University of Minnesota published a report demonstrating the causal relationship between search engine advertising and local in-store […]
“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 Patrick Hounsell, executive vice president and chief digital officer at Merkle. I was at an industry conference recently. It was another in a long line of events where one smart industry […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research. If you’re like me, you use your mobile device primarily for two things: service, as a means to manage the many demands of your day-to-day life, and entertainment, as […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Matevz Klanjsek, co-founder and chief product officer at Celtra. Ridley Scott produced two masterpieces early in his career: “Blade Runner” in 1982, which some considered the greatest science fiction film ever made, and the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Power Of The Purse Kellogg is dialing down its ad spend on Google properties, including YouTube, due to Google’s restrictions on third-party measurement. GroupM CIO Rino Scanzoni tells Ad Age, “Third-party verification is a critical component to responsively measure ad viewability. The vast majority […]
Nestlé recently kicked off a global initiative to increase programmatic buying, but the market needed a specialized approach. Working with a local DMP and DSP, Nestlé media agency Mindshare recently kicked off a programmatic video program for its client in the region, allowing the brand to work with the big four video publishers there. “There […]
The public market has not been too kind to ad tech companies, but French performance marketing company Criteo has seemingly fared far better (it had five straight quarters of revenue growth and a market cap of $2.6 billion). Numerous industry insiders laud Criteo for its recurring revenue stream, typically associated with a software model. Yet Criteo […]
When Google announced last month its ad networks would move to HTTPS by June 30, it marked another Internet giant adding security features that benefit the user – but that also inconvenience publishers and advertisers. HTTPS makes websites more secure by authenticating websites and web servers and by encrypting client-server communications. In the past, adapting […]
A series of developments over the past week have given rise to a narrative that mobile ad blocking represents a large new threat to publisher revenues. Two mobile ad-blocking products had their debut: one from category leader Eyeo, which produces the Adblock Plus (ABP) software, and another from Shine, an Israeli company with a cybersecurity […]
“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. Every couple of years, the industry develops an infatuation with a new topic. Today’s infatuation: describing the current media trading […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Peter Spande, chief revenue officer at Business Insider. The advertising industry loves the term “premium.” Every supply-side platform (SSP) claims to possess the most premium publishers, while every media company will, when given the […]
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. Addressable TV Growth Spurt Programmatic TV will draw $10 billion in spend by 2019, according to data from IPG Mediabrands’ Magna Global. That will represent an approximate tripling from $3.5 billion, or 4% of US TV budgets, this year. “It’s nascent and can only […]
Marketron wants to help the 6,500 or so broadcast radio stations that use its revenue management software to transact spot radio in a programmatic fashion. The company has rolled out an offering, dubbed Mediascape, allowing stations to see their sell rates and inventory avails, and then select those avails and publish them to Marketron’s cloud-based […]
App developers will inherit the Earth – and Google wants a piece of that. That’s why advertising was high on the agenda for the first time on day one of Google’s I/O developer conference in San Francisco on Thursday. Although Android’s market share is massive – according to IDC, Android has 78% of the market, versus Apple’s […]
If MediaMath co-President Mike Lamb has his druthers, the convergence of ad tech and marketing tech – the industry’s current inescapable narrative – will manifest in two ways. The first is beginning to happen: a set of integrations that advertisers or their agencies can use to clip together their paid media platform to their marketing […]
