Oil changes are not slushies. Even the most passionate car enthusiast isn’t going to buy motor oil more than two or three times a year – and that’s a challenge for a motor oil brand like Shell-owned Pennzoil, especially on the mobile front. It’s a matter of figuring out what your consumers are looking for and […]
Video branding and YouTube rights management platform Zefr – the brainchild of entrepreneur Rich Raddon, who sold the streaming video company he co-founded, Movieclips, to Comcast’s Fandango last year – is setting its sights on audio app SoundCloud. “SoundCloud is now partnering with us to understand the fan activity that’s going on on the platform,” […]
Even publishers embracing programmatic question how it will affect their overall business in the future. In a survey conducted for Bill Ammerman’s MA thesis (he’s since taken a job as VP of programmatic for Tribune Media), 46% of those surveyed said they “didn’t know” or felt “mixed” about programmatic’s revenue impact. The 100-plus publishers who […]
“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 Matt Keiser, founder and CEO at LiveIntent. Oracle’s new ID Graph uses the company’s data to match unique identifiers to its BlueKai data-management platform (DMP). That means unique identifiers associated […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. CEO Talkin’ Former [x+1] CEO John Nardone has left Rocket Fuel, which acquired the self-serve DSP/DMP hybrid last August, and joined UK-based ad-serving tech firm Flashtalking as its new chief executive. He replaces the firm’s elusive CEO and founder, Paul Cunningham. Nardone wastes no […]
Twitter founder Jack Dorsey’s payment startup Square is moving farther up the funnel. Known mainly as a lightweight mobile payment processor for boutique mom-and-pop stores and taxi cabs, Square on Tuesday rolled out Square Marketing, a product that will fit in to its growing set of Customer Engagement tools for small and midsize businesses (SMBs). […]
Holding company WPP’s Data Alliance and Facebook have expanded their partnership such that WPP clients globally can use data assets from Kantar Media, media agency GroupM and Wunderman’s KBM Group to build unique audience segments to target across the Facebook ecosystem. This partnership is considerably different from what Facebook has with third-party data providers like Acxiom and Datalogix. […]
Database marketing and CRM agency Merkle has acquired performance marketing agency Pointmarc, a Seattle-based digital analytics consultancy. Terms were not disclosed. The deal is the latest in an acquisitions spree for Merkle, which acquired paid search and social agency RKG last July and earlier bought Chicago digital agency New Control, design firm 5th Finger and […]
Women’s clothing retailer Bebe is rewiring the way it turns data into personalized offers for young, fashion-forward females on their devices of choice. Founded in 1998 and now operating more than 200 retail stores with 100 international franchisees, the company hired a chief digital officer, Erik Lautier, in January 2014 to improve conversions on Bebe’s […]
“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. Over the past few weeks there’s been a good deal of news coverage on the growing trend of independent publishers banding together to form programmatic media selling coalitions. The […]
“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 Michael Katz, CEO and co-founder at mParticle. We’ve heard talk about massive ad tech consolidation for years. Whether it’s through M&A, a nuclear winter-like event or convergence with the marketing […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s Search Data Once upon a time, Google’s ad platform chief, Sridhar Ramaswamy, locked horns with his peer, Susan Wojcicki (now YouTube CEO), over the proper use of the company’s valuable search data. The Information’s Amir Efra tells the tale of some meetings where […]
In 2012, Barack Obama’s and Mitt Romney’s campaigns spent almost $80 million combined on online advertisements leading up to the election. And that total was in turn dwarfed by the amount that was channeled through digital by super PACs, whose expenditures are more difficult to track with precision. While those fundraising totals may have bowled […]
Ad tech companies have been rolling out more self-serve interfaces that aspire to give more transparency and control for ad buyers while introducing a new software licensing revenue stream for the platform owner. Rocket Fuel, Dstillery and Yahoo’s BrightRoll have moved in this direction recently. But it’s not an option exclusively available to the big […]
Boom and pop. One is the sound of VC money pouring into the ad tech industry. The other is the sound a bubble makes when it bursts. Ad tech has been notorious for heavyweight funding rounds and even larger, some might say bloated, valuations. And companies that were flying high before they went public – Rocket […]
Today marks the debut of “On TV & Video,” a new column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Rupczynski, vice president of media, data and CRM at Kraft Foods Group. As I continue hearing about the tremendous progress we have made in programmatic television, I can’t help but […]
“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. If you read AdExchanger regularly, you might think that nearly every global marketer has a programmatic trading strategy. They also seem […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Captive Mobile Video Audiences Writing for Adweek, Google’s head of display (and now YouTube ad products, too), Neal Mohan, says TV consumption habits have evolved and brands must adapt. “Our shift to constant connectivity has opened up amazing opportunities for marketers to reach consumers […]
Microsoft has reversed its approach to Do Not Track (DNT) and will no longer make it the default setting on the Internet Explorer browser and IE’s eventual replacement, Spartan. In a Good Friday blog post, Microsoft Chief Privacy Officer Brendon Lynch said the decision was made in order to comply with the World Wide Web […]
Although Oracle’s acquisition of Datalogix hasn’t officially closed yet, some industry insiders have speculated the deal underscored Oracle’s interest in identity-based marketing. Marketers need richer audience profiles that include known and anonymous attributes, meaning platforms should include, but also go beyond, cookie syncing, Kevin Akeroyd, SVP and GM of the Oracle Marketing Cloud, told AdExchanger. “The CMO […]
FOX Sports wants to bring its content to where users watch it. AOL wants more video content. Deal. It was in that team spirit that the two companies revealed Wednesday a syndication partnership that would bring FOX Sports content to AOL properties. “AOL really fits in with our off-network digital strategy,” said Ben Maggin, VP […]
Viewability is stressing publishers out. Brands want more for less. Sites need to be redesigned. Every vendor brings different numbers to the equation. But some publishers, like Condé Nast and Tribune Media, are reaping the benefits of “embracing viewability.” “We’ve seen our yields increase,” said Brad Agens, SVP of digital sales for Tribune Media, who […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Brian Brownie, director of advertising operations at eBay North America. Do you remember the old American Express tagline, “Membership has its privileges”? It made the simple act of having its standard green charge card […]
“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. Media buying and selling have been on a slow evolutionary course since the late 1990s. With real-time bidding at the forefront, […]
“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 Andrew Frank, research vice president at Gartner. Of all the challenges facing data-driven marketers today, finding the right balance between relevance and privacy ranks near the top. Personalize too aggressively […]
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. Platforms Under Siege Privacy officials from France, Spain and Italy are looking into Facebook’s data collection practices, The Wall Street Journal reports. “The pile-on is a sign of an increasingly acrimonious environment for US technology companies in Europe,” writes the Journal’s Sam Schechner. “Antitrust […]
M&A activity in marketing services and tech declined in Q1 2015, compared to the same period last year, in volume and value. Investment bank Jordan, Edmiston Group Inc. (JEGI), which released its Q1 2015 M&A Overview on Thursday, noted 128 deals in Q1 2015, compared to 154 in Q1 2014 (a 17% decline). Value of […]
Google’s pitch to brands is that YouTube is a great place to increase brand lift and drive sales, not just impressions. If YouTube star Bethany Mota talks about Tide-To-Go, its impact is like a friend’s social media recommendation, which is why Google is gunning for these direct-sold sponsorships to be part of its own sales process. Similar […]
Many publishers don’t know – or don’t want to know – what kind of fraud occurs on their sites. But it’s a reaction not dissimilar to how brands approached fraud before shocking numbers – like the 17% of programmatic ads and 23% of video ads determined fraudulent in the ANA/White Ops study last year – […]
