TubeMogul issued its follow-on stock price late Wednesday in a secondary deal worth $82.9 million. The video ad platform will return about $55 million in primary capital to the company by selling 3.5 million shares at a rate of $15.75 a share. The share price is about twice the $7 rate it commanded at its […]
When Rite Aid launched its wellness+ program in 2010, it didn’t want to create just another plastic rewards program. “We really wanted it to be a brand awareness and loyalty initiative, since we were the first in retail to not only offer savings and discounts, but also to offer health and wellness benefits as part […]
As Daymond John approached the hotel valet, a kid – who recognized John as one of the sharks on the ABC series “Shark Tank” – asked for help becoming a rap star. John demurred. “I can’t do that,” he said. “I make T-shirts for a living.” And then the valet pulled up with the kid’s […]
In the insulated world of political tech, market forces are insignificant compared to the capricious political winds. Imagine, for instance, if Pepsi had to let go of a significant chunk of its engineering talent if it was outsold by Coke at the end of a four-year period. This is a practical concern for political tech […]
TripleLift closed $10.5 million in Series B funding Thursday, led by Edison Partners. The in-feed native advertising company will use the funds to double its workforce from 50 to 100 employees and expand internationally, starting in Europe with the UK. The company will also devote a portion to research and development. “My hope is 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 Adam Chandler, senior vice president of revenue at Rubicon Project’s Buyer Cloud. As more brands discuss in-house automation strategies, there is an increasing need to educate brand marketers on the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. No Longer Emerging Markets In a look at Facebook’s international ambitions, Reuters reports that Europe is the company’s slowest-growing market, while Asia is its fastest-growing. Facebook is building products specifically for Asian markets, including India, and sees the expanding of regional advertisers to Western […]
GameStop isn’t playing around when it comes to omnichannel, and here’s why. Roughly 60% of GameStop’s customers first engage with the video game retailer online. Of that number, 26% show up at one of its more than 6,600 brick-and-mortar stores within 48 hours and make a purchase. About 40% of its traffic comes from mobile. […]
ABC, A+E Networks, Comcast and Canoe have initiated a pilot with broadcaster ad server FreeWheel to manage dynamic ad insertion in VOD and set-top box inventory alongside digital ads. Video-on-demand advertising has been relatively slow to take off, namely because of greater need for back-end integration in the underlying TV tech infrastructure. “The benefit for […]
Twitter has a DM for brands: We care about DR. “We highly prize the ability to drive ROI,” said Richard Alfonsi, Twitter’s VP of global online sales. So do most of Twitter’s competitors, with Pinterest, Instagram, Google and Facebook all at various stages of buy button rollout. It makes sense. Social platforms are starting to […]
Two months into a quality control effort designed to curb fraud, domain masking and other sketchy practices in its marketplace, AppNexus has offered some details on those cleanup efforts – and even given them a name. The company’s supply hygiene initiative, dubbed IQ, consists of three measures aimed at boosting transparency and accountability of media sold […]
“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 Wheeler, CEO at 33Across. It was abundantly clear at AdExchanger’s Clean Ads I/O conference last week that fraud will continue to plague the industry for the foreseeable future. Its […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jourdain-Alexander Casale, senior director of solutions at Index Exchange. For more than 15 years, ad servers have been the go-to standard for publishers booking, trafficking and serving direct advertising campaigns. The ad server is […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. WPP Chairman: Digital Drives Agency Reviews Speaking at WPP’s annual shareholder meeting, the ad giant’s chairman said the shift to digital is driving the agency review trend. Philip Lader’s exact words were that the reviews are due to clients’ desires to “optimize their media spending […]
It’s difficult for health and pharma advertisers to navigate the FDA’s regulatory landscape. A few years ago, for instance, they were barred from using cookie-based targeting. That’s why PageScience, an ad network for the pharma industry, began working with AppNexus in 2011 to build a contextual targeting solution called PageMatch, which helps advertisers reach consumers […]
Mobile native isn’t just about look, it’s also about feel – and there’s nothing more native to the mobile experience than a tap. “Brands and users are looking for an alternative to web banners squished into mobile,” said James Cooper, head of creative at New York City-based digital ads startup Betaworks, which announced Tuesday that it […]
Visa wants merchants and consumers to know it’s everywhere they want to be. And, increasingly, everywhere means mobile. The brand is committing more than 50% of its US media budget to digital, including social and mobile, said the company’s SVP and head of North America marketing, Lara Balazs. Last year, it invested 30-40% or more […]
Macy’s, Walmart, Best Buy: all brick-and-mortar giants looking to go multichannel. But what about the smaller shop owners that don’t have the resources to invest in and maintain digital presences? Many young ecommerce providers are aggregating small businesses into a single, online bazaar. If you’re an independent retailer, these service providers can give you the […]
Apple’s stance on data collection: “We honestly just don’t want to know,” said Craig Federighi, Apple’s SVP of software engineering, to roughly 5,000 app developers at the tech giant’s Worldwide Developer Conference on Monday. “We don’t mine your email, your photos or your contacts in the cloud to learn things,” Federighi said. “All of this is done […]
“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. Imagine a world where every movement is tracked and analyzed. Businesses know everyone’s route to work, shopping habits, places they’ve eaten and socialized and friends, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Can You Hear Me Now? As Facebook ramps up its video ad efforts, marketers are learning how to develop content for the platform on the fly. But they have only a few seconds of soundless video with which to seize consumer attention. The WSJ […]
Havas unveiled a tool Monday designed to measure inventory quality holistically by assessing fraud, viewability, ad clutter and brand context. The tool, called a meta-quality barometer, provides a quality score for publishers or inventory providers. “We need to help media vendors and tech partners to better guarantee the quality of the inventory,” said Dominique Delport, global […]
Update 6/15: Google says Mohan will stay put. Original story: Re/code’s Kara Swisher just reported that Neal Mohan, for many years the architect of the DoubleClick family of products and top product guy in Google’s sprawling display ad business, is leaving the company to take a similar role with Dropbox. Read it. AdExchanger has reached […]
As more brands introduce attribution technology – or push their agencies to do the same – basic models and applications on the vendor side are expanding. Initial players in the space, such as Adometry and Visual IQ, still focus on enterprise clients. Meanwhile, a newer breed of attribution tech is aiming more for a white-label […]
A year before the Media Rating Council (MRC) released its baseline definition of video ad viewability (at least 50% in-view for two consecutive seconds), a group of video vendors and agencies had formed their own initiative dubbed Open Video View (OpenVV). Founding consortium member TubeMogul, along with Innovid, BrightRoll, SpotXchange and LiveRail, developed standards in […]
When “Serial” broke the record for the fastest series to reach 5 million downloads, it created new interest in podcasts as an advertising forum. Though podcasting still has measurement hurdles to clear, it’s attracting more attention from larger advertisers. “Early on with any kind of new advertising medium, there are going to be institutional advertisers […]
Agencies and publishers alike have jumped into private marketplaces. Rocket Fuel, known for its performance-driven campaigns in open marketplaces, has lately begun pitching an offering of its own. For the past six months, it’s partnered with agencies and publishers to enable performance-driven campaigns in premium environments, building on technology put in place by [x+1], which […]
Outbrain will allow publishers to sell native in-feed placements via their direct sales channels. In beta testing with four publishers, publishers can offer the units on a CPC or CPM basis. “Over the last six months, we’ve had more and more publishers dipping their toe into native ads,” said Matt Crenshaw, Outbrain’s VP of product […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Walt Horstman, president at AudienceXpress. Based on the number of times it was cited in recent upfront presentations, people’s perception of programmatic TV appears to have morphed from wry skepticism among industry insiders 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 Paul Rostkowski, president at Varick Media Management. Viewability has become a major issue in online advertising, having come to represent advertisers’ fear and lack of trust in digital. Brands want […]
