The next billion weigh heavily on the mind of agencies and the brands they represent. “There are roughly 1 billion people online on planet Earth. By 2017, the next billion will be there – and mobile phones are the primary means of making this happen,” said Mike Parker, McCann Worldgroup’s global chief digital officer. He was […]
Being a programmatic salesperson today means tacking between technical and personal considerations. At BBC Worldwide Americas, where programmatic sales channels comprise a full third of ad revenues, the technical end means experimenting with tactics like varying price floors per advertiser in order to maximize yield. “If an advertiser is consistently bidding $20 on our inventory, […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Andrew Casale, president and CEO at Index Exchange. Many wines taste delicious despite only making a quick trip from barrel to bottle to glass. Others, however, need time. A really fine wine improves with […]
“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 Ariel Napchi, founder and CEO at Hiro Media. In recent months, several major programmers have taken steps toward adding over-the-top (OTT) content services to their capabilities, rivaling the traditional television […]
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. Twitter Adds Shopper Segments Twitter added a bevy of new segments, including offline shopper, automotive and other in-market buyer data from Acxiom and Datalogix. Nestle’s Butterfinger used them to target regular buyers of peanut butter candy in-store, resulting in a 52% lift in engagement […]
Global CEO Matt Seiler will exit IPG Mediabrands by the end of the year. During his four years at the helm of the media agency, Seiler led a push to align agency compensation more closely with client outcomes. While his efforts in that area met with limited success, he found more traction with an initiative […]
Location data platform AdNear is going off-road with its data collection. The Singapore-based company is in the midst of completing a series of tests using drones to collect wireless data, a key ingredient in AdNear’s audience profiles. AdNear has been conducting its drone experiments in several key markets, including Los Angeles, since January. The […]
MEC North America’s digital president Shenan Reed is discussing the way her media agency communicates with its sisters in GroupM (“We’re all one big stock ticker symbol and it’s to nobody’s advantage to be competitive with each other”) when her Ringly vibrates. That’s the connected piece of jewelry that perks up when someone receives a call […]
BrandShop is betting that ecommerce and agency services will continue to bleed together. Publicis Groupe’s $3.7 billion SapientNitro buy is the most recent example, but earlier deals such as Accenture Interactive’s acquisition of ecommerce advisory shop Acquity Group also underscore the shift. BrandShop, a hybrid of marketing services, ecommerce technology and orders and fulfillment, draws […]
“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 James Avery, CEO at Adzerk. Fraud is the ad industry’s not-so-secret problem. It impacts publishers just as much as advertisers. Advertisers have finite budgets to spend filling placements each year, […]
“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 Gerard Broussard, principal at Pre-Meditated Media. The transformation of TV from a blast-the-masses medium to a laser beam ad-targeting mechanism seems destined to accelerate over the next couple of years. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Two Buzzwords In One Rubicon Project and InMobi have teamed up on a native ad server for mobile. Publishers can direct sell mobile, native campaigns using the technology, and also backfill with programmatic demand. The announcement comes in the wake of new specs for […]
Nielsen’s acquisition of data technology company eXelate for an estimated $200 million positions it squarely in the digital camp, a move experts agree was essential to break away from its perceived image as a purveyor of panels and diaries. “It’s a recognition that the future is more than measurement and analysis,” said Dave Morgan, CEO of […]
Nielsen has acquired data-management technology platform and exchange eXelate, the companies announced Wednesday. The deal is a major foray into the programmatic arena for TV-centric researcher Nielsen, which has been looking for ways to accelerate its digital audience intelligence. Terms of the deal were not disclosed, but AdExchanger sources estimated the transaction price at close to $200 […]
Ad verifier Integral Ad Science has acquired video analytics startup Veenome in a deal the two companies claim will kick video measurement up a notch. Veenome’s product premise is that advertisers should know the context of the video content around their placement, not simply that they hit their demo targets. Advertisers undoubtedly want to know […]
Barcelona’s Mobile World Congress didn’t always have a “Hall 8.” Today, that’s where they keep all the mobile ad tech – and it’s huge. An entire pavillion packed with vendors and bustling with brands and agency reps looking to get serious about mobile innovation. “The first year I came here, it was very much about the […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Daren Trousdell, CEO at OneUp Sports. Most publishers that are embarking on a programmatic solution will quickly reach a fork in the road with their direct ad sales strategy. Depending on what direction they […]
“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 can thank the long struggle between advertisers and agencies for the fee structure used throughout today’s online advertising industry. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. App-quisition Sets Up Purch For Mobile Purch bought the price-comparison and barcode-scanning app Consumr on Tuesday. The mobile app adds to Purch’s portfolio of websites that target consumers with high intent to purchase (like review site Top Ten Reviews). “Consumr is an important piece […]
Facebook made waves two weeks ago when it delisted more than 15 companies from its Facebook Exchange (AdExchanger story). Going forward, only 12 companies will be allowed to trumpet their access to the desktop news feed and right rail ad space that comprises the FBX inventory pool. But that doesn’t tell the whole story. Even […]
Podcasting is hot, podcast measurement is not. In a bid to address the myriad measurement challenges facing on-demand audio content, Triton Digital has partnered with Edison Research to strengthen its podcast measurement offering. Starting later this year, a new Webcast Metrics On Demand (WCMOD) product will sit alongside Triton’s existing tracking solution and provide publishers […]
Sports content consumption fluctuates – down in the offseason, then surging around major sporting events. How can a publisher manage? Gannett-owned USA Today Sports Media Group uses programmatic to pick up the slack. “Programmatic has allowed us to ride those ups and downs of premium sales,” explained Chris Pirrone, the general manager of Sports Digital […]
iSocket’s former CTO, Karl Bunch, will help focus Xaxis’ discipline around its demand-side products. Bunch, an ad tech vet who also worked at Time Warner Music, CPXi and AppNexus, started as Xaxis’ VP of global product development last week. The WPP-owned programmatic media company revealed the hire Tuesday. Bunch’s immediate prerogative is learning Xaxis’ business and […]
Creativity on mobile – or the lack thereof – was top of mind at Mobile World Congress in Barcelona on Monday. “The notion that creativity hasn’t been cracked on mobile – I find that depressing,” said Lindsay Pattison, CEO of Maxus Worldwide, speaking at an IAB event sponsored by Facebook and NASDAQ during the big show. “Most clients […]
“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 Marc Grabowski, CEO at Iris Mobile. Retailers need to build mobile phone applications. Users have shifted their digital time allocation to mobile devices, making an application the only way they […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native And The SSP PubMatic has added support for “programmatic native.” The offering will at first be limited to RTB and private marketplace integration, with the eventual goal of enabling “automated guaranteed” transactions. PubMatic’s buy-side partners include Adelphic, Bidtellect, Digilant, Fiksu, MediaMath, PowerLinks, StrikeAd […]
Greater automation in TV introduces more nuances to the viewability debate, in addition to maintaining the right frequency of ads to content. Just ask Joe Marchese, the newly appointed president of advanced advertising for Fox Networks Group. His promotion follows 21st Century Fox’s acquisition of the interactive video ad platform true[X], which he oversaw, in December. In addition to the standalone […]
Linking up internal data assets is a great start – but while this can lead to nifty business results, it also has the potential to disrupt numerous employees and departments within a company. Brand marketers from Macy’s, Sephora and Walmart told their stories about combining customer and marketing data sets during a panel at LiveRamp’s […]
More automation is in the cards for Rubicon Project, which revealed its short-term goals around guaranteed orders at its Automation Summit in Rancho Palos Verdes, Calif., on Thursday. The company launched an updated product that powers direct, guaranteed orders. “Digital advertising is a $62 billion opportunity,” CEO Frank Addante told attendees. “The largest part, premium, […]
