Many industry analysts expect B2B media marketing budgets to finally reach pre-recession levels by the end of 2015, following a drop-off in 2009 that removed almost one out of every $5 spent on B2B outlets. And those revenue streams are migrating to programmatic technology and new native strategies to develop brand awareness. One of 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 Joe Apprendi, CEO at Collective. One look at the infamous LUMA slide tells an epic story of a fragmented ad tech industry. There are hundreds of logos crammed onto a […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Driver’s Seat Carmakers are firmly behind the wheel when it comes to controlling driver data, Reuters reports. The systems that link smartphones to “infotainment” systems in vehicles will pool user data, but Apple and Google could be boxed out. “We need to control […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Ray, president, Americas, at DWA Media. Business-to-business (B2B) marketers have keenly observed the programmatic performance of business-to-consumer (B2C) marketers. Now is the moment to take advantage of more than a decade of progress, […]
The data and mar-tech deals march on. Midmarket private equity firm HGGC, which groomed hybris into a $1 billion-plus acquisition target for SAP, is the latest. The firm revealed Friday it has invested an undisclosed amount in European marketing-automation and data-management solution Selligent. Investment bank The Jordan Edmiston Group advised Selligent on the transaction. As […]
The health care system is evolving due to the Affordable Care Act (ACA), which is why MDC Partners introduced a dedicated agency catering to the vertical: Antidote 360. “Health care is moving from a medicinal mindset to a lifestyle mindset,” said Antidote 360 co-founder Jennifer Deutsch, who is also the EVP and general manager of MDC agency […]
Chango recorded 2014 revenues of $43 million prior to its acquisition by Rubicon Project, according to a new US Securities and Exchange Commission (SEC) filing. But the company was not profitable, despite being an early player in the lucrative retargeting niche. It reported a loss of just under $1 million for the year. Read the 8-K. […]
YouTube multichannel networks (MCN) – and their influencers and fan bases – keep whetting investors’ appetites. Media research firm Ampere Analysis values the entire MCN business at approximately $20 billion in a study of three years’ worth of MCN investments released this week. German media giant ProSiebenSat.1 is the latest to jump in, acquiring on […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Hlavacek, vice president of programmatic at The Weather Company. Why aren’t more marketers moving budgets to mobile? Two recent articles caught my attention because they resonated personally and professionally, illustrating that we have […]
“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 Mike Weston, CEO at Profusion. Apple Pay is due to enter the UK this month after already making a big impression in the US. Some 2,500 US banks supported Apple […]
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. Facebook’s ‘Finders Keepers’ Facebook has been skating on thin ice with publishers, as products like Instant Articles provide new revenue streams for content producers but put the social media in charge. Now, anonymous publishers are claiming that Facebook plans to institute a new policy […]
If mobile and video are the twin engines driving ad tech, then AOL’s rumored $300 million to $350 million acquisition of Millennial Media would put the pedal to the metal. The potential deal, first reported by AOL-owned TechCrunch on Thursday, comes just a few weeks after the official close of Verizon’s $4.4 billion purchase of […]
Viewability vendors mostly speak the same language – but they don’t always provide brands and publishers with the same results. It’s a major pain point and one that the Media Rating Council (MRC) has been attempting to tackle in a three-part series of reconciliation tests, which began back in 2013, to understand why there are […]
Zealot Networks acquired viral news site ViralNova Thursday, citing its audience and underlying technology. The deal valued ViralNova close to $100 million, according to The Wall Street Journal. Zealot Networks declined to name the exact figure, but said the acquisition is the biggest of the 15 it’s made so far. Formed 18 months ago by the […]
After signing up 150 publishers for its self-service DSP, Centro officially launched the platform Thursday. The publishers managing reach extension internally come from opposite ends of the spectrum: McClatchy, a local media company with roots in more than two dozen markets, and PureWow, a small, national lifestyle publisher. They’ve come to the same decision. “It’s increasingly […]
The Programmatic TV Standards Group is drafting a standard designed to set baseline parameters for national and locally distributed inventory. The organization is championed by a few industry vets, agencies (Magna Global, Starcom MediaVest), one third-party measurer (Management Science Associates, or MSA) and vendors (AudienceXpress). “The first standard we’ll be defining is [what constitutes] national […]
“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 Pancer, chief operating officer at Dstillery. I attended the AdExchanger Clean Ads conference in New York last month. Overall, the presentations were good, but I took some issue with […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s Dog Food In a new post on its Think With Google site, Google describes its adoption of programmatic for its own marketing efforts. According to digital media manager Brendan Starr, “Our goal for 2014 was to buy 60% of our worldwide brand display […]
A few years ago, industry observers wondered if retailers would survive in the face of ecommerce competition. Now it’s become apparent that brick-and-mortar companies have not only weathered the storm, they’ve emerged as a kind technology platform for vendors to build on. But despite numerous startups catering to retailers, there aren’t any major players like […]
Remember StumbleUpon? The content discovery and social bookmarking site born in 2001 wants to go beyond its bread and butter, driving social shares and referrals to publisher sites. That means StumbleUpon is expanding into new channels – and with good reason. StumbleUpon had 30 million monthly active users in 2014, but that number pales in […]
Pinterest is proving to be a nice fit for secondhand online clothier Twice. The company, which acts as a sort of hybrid Amazon/eBay-like marketplace for gently used duds, had seen success with all the usual marketing mix suspects – display, search ads, Facebook, Twitter – but it was on the hunt for a fresh channel to reach […]
“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 Rob Heiser, president and CEO at Segmint. When it comes to the ways that brands leverage consumer data for marketing and communications purposes, a relative absence of regulation should by […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. The announcement last week that Microsoft is effectively selling off its display advertising business to AOL made me a bit nostalgic. I was recruited by […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Measure Better Marketers are willing to spend more on digital ads, the WSJ reports, but they want better metrics. WPP agency Millward Brown Digital polled nearly 400 senior marketing execs from agencies, media firms and brands, and more than 70% said they’d increase their […]
Data collection can pose a challenge beyond borders. Looking for IT professionals who work at companies with more than $20 million in revenue and headcounts over 250? Fashionistas between the ages of 18 and 34 with an affinity for shoes? Most data providers could take care of that type of request before breakfast in the […]
A year after embracing programmatic technology, Live Nation is planning another major expansion of its ad tech capabilities, this time by connecting its many online and offline properties into a holistic marketing platform. With its “Fan Connect programmatic platform,” the entertainment company is continuing its evolution into a “digital publisher” – not in the sense […]
“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 Pat LaPointe, executive vice president at Resonate. The Internet of Things (IoT) – where physical products can connect to the web and communicate with users and other products – has […]
Consumer packaged-goods startup Hello Products is combining TV with offline activations to create a competitive edge for its oral care products. As a challenger to household names like Crest and Colgate, Hello aims to differentiate its ethos through natural formulas and bright and alluring packaging. The brand is now activating digital video and TV with […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad Tech Foundations In a think piece for the WSJ, Christopher Mims notes that many key figures in Internet technology innovation cut their teeth in digital advertising. “Since the debut of the Web banner ad in 1994, ad tech has been a finishing school […]
