On Feb. 16, Lionsgate, media agency Mindshare and ad tech company Sizmek launched a campaign to promote the home video release of “Mockingjay Part I,” the third movie in the uber-popular “Hunger Games” series. The initiative, called Unlock Mockingjay, was both quick – lasting from 8:30am to 11am – and incredibly complex, beginning with a […]
“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 Jay Stocki, vice president of digital services at Experian Marketing Services. Within ad tech, it’s no secret that the demand for quality talent far exceeds the supply. What was once […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Acxiom Reshuffles AOS Acxiom is ditching its Audience Operating System title and rolling the ad data tool and LiveRamp’s tech into a single offering. The new system, dubbed LiveRamp Connect, debuts on Thursday and will offer tools to onboard offline data into programmatic exchanges, […]
Google has snapped up Toro, a tool that helps developers market their apps on the Facebook platform. The deal appears to be an acquihire, since Toro employs fewer than 10 and has begun urging customers to seek out alternative partners to support their Facebook install campaigns. (Read the blog post.) Google declined to comment other than to […]
Rubicon Project’s focus on premium inventory, international expansion and new products looks to be paying off. CEO Frank Addante said during the company’s Q4 earnings call – in which it posted quarterly revenue of $41.8 million, up 49% YoY – that Rubicon had avoided low-quality sellers that would have boosted short-term revenue while hurting its […]
Metamarkets has raised $15 million in a round led by Data Collective, a VC firm in which Metamarkets CEO Mike Driscoll is a partner. Other new investors include John Battelle, LiveRamp founder Auren Hoffman and City National Bank. Existing investors Khosla, IA, True and Village Ventures also joined in. The company’s total funding to date […]
As consumers cut cords and stream more video, advertisers are tightening their purse strings at the TV upfronts. But content owners shouldn’t fear too much. They aren’t losing their audiences, just watching them transition to IP-based connections. In 2014, broadcasters experienced 67% growth in digital video ad views for shows in their first season, according […]
The divide between publishers and advertisers around viewability sharpened during a Tuesday morning panel “Inside The Mind Of The Advertiser,” hosted by analytics provider Integral Ad Science. This wasn’t much of a surprise considering one panelist was Ari Bluman, GroupM’s chief digital investment officer for North America. GroupM has taken a notoriously hardline stance around […]
Women who wear Louboutin stilettos are more likely to watch boxing, have at least four credit cards and compost regularly. Snowboarders overindex for gambling, eating at Applebee’s and always being first in line to buy the newest tech gadget. Diet Coke drinkers likely drive a Mercedes-Benz, shop at Ann Taylor Loft and listen to the radio […]
With the revamp of its partner program last week, Facebook is for the first time allowing agencies to pursue certification – under a specialization called Media Buying. (Don’t call it a badge.) The change is a tacit acknowledgement that Facebook’s key relationships in the ad ecosystem include not only the builders of tools for reaching […]
“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. Good news traveled fast last week when Facebook decreed its position on viewability [AdExchanger story]: The company plans to sell only in-view impressions, which it can do thanks 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 Dax Hamman, chief product officer of Chango. If you’re a digital marketer, you likely understand the basics of retargeting, at the very least. If you don’t, tell no one. Retargeting, […]
“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 Khalid Razzaq, vice president of product management at Pixalate. Programmatic advertising’s trust deficit is on the verge of becoming an inescapable conversation. As the chorus rises around issues of quality, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Calling Out Fraud Enablers… Or Not Trustworthy Accountability Group (TAG), a joint anti-fraud venture created by the IAB, the 4As and the ANA, has yet to put any fraud offenders in the “penalty box,” as promised in November. According to a study by the […]
There’s an updated standard in town: OpenRTB 2.3. The latest version incorporates guidelines for native advertising creative within a real-time bidding environment, accounting for metadata like headline, content URL, description text and images. The standard should mean more native advertising will flow through more exchanges with fewer hiccups, right? Well, not exactly. AdExchanger asked industry […]
More marketing platforms are getting into middleware – acting as a translation layer between a server and applications. One example is Acxiom, which tries to position itself as a neutral connector between online and offline data sources. Another one is Beckon, which recently raised $13 million in Series B funding led by Venrock to act […]
MDC Partners had a record-high number of client wins in 2014, includeing Diageo’s Johnnie Walker, Unilever’s Magnum Ice Cream and InBev’s Corona in Brazil. As a result, its Q4 revenue increased 17.5% YoY (from $289.2 million to $339.9 million). Organic revenue also increased $12.5%, with new business wins totaling $56.7 million. FY 2014 revenue increased […]
Getting freemium users to become paid users is a nuanced process that varies from person to person. Users on the brink of turning their free trial into a paid subscription need only a little nudge. Others, admittedly a much smaller number of people, will quickly pay for subscriptions. But neither group is the ideal target. […]
“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 Randy Cooke, vice president of programmatic TV at SpotXchange. Television advertising has always been a relationship sell, but sometime during the late ’90s, technologies designed to streamline operations and facilitate […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. WPP’s Competitive Edge In an interview with Beet.TV, Xaxis Chairman David Moore once again defends the holding company’s media buying/selling model. Xaxis is not a trading desk, he insists, it’s a media company. “The time and materials model has become an antiquated way of […]
Paris-based direct and programmatic ad platform Smart AdServer will break away from its parent company, the Internet portal AuFeminin, through a buyout by private equity firm Cathay Capital for $42.1 million, the companies said Thursday. “Smart AdServer is entering a new phase and the market is evolving very fast,” said Smart AdServer US General Manager […]
Mobile marketing platform Vibes thinks all of the fanfare around Apple Pay might bring mobile wallets into the mainstream. Thus, it rolled out a related mobile ad product called WalletAds on Friday in anticipation of that shift. WalletAds lets consumers download branded content, offers or coupons to Apple Passbook or Google Wallet directly from a banner ad. […]
Yahoo hopes to entice the mobile dev community with a suite of tools around app monetization, ad buying and search served through the Flurry SDK. The man leading that charge is Prashant Fuloria, Yahoo’s SVP of advertising products, who came on board after Yahoo’s July acquisition of Flurry, where he spent two years as chief of […]
“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 Vitaly Pecherskiy, co-founder and chief operating officer at StackAdapt. I see a massive disconnect between the buzz surrounding programmatic native and the reality. In the past few years, we’ve seen […]
Yahoo is buoying its push to be a mobile player with a mobile dev suite, revealed Thursday at the company’s first-ever mobile developer conference – but the products, and Yahoo’s plans, are highly contingent on an important factor. Will developers see the value in Yahoo’s app-monetization tools? Flurry’s SDK now includes demand from both Gemini, […]
“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 Berry, co-founder and CEO at TripleLift. The idea that most consumers directly engage with digital advertising – even if it resonates with them – is a fiction built purely […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Grant Brown, co-founder and chief strategy officer at Rant. We’ve heard a lot about viewability lately, with the IAB, MRC, ANA and other industry leaders passing significant milestones last year to make viewability a reality. Viewability provides valuable […]
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. Lenovo’s Superfish Fiasco Security researches uncovered that Lenovo has been selling PCs preinstalled with adware called Superfish, which hijacks encrypted web sessions and puts browsers at risk of man-in-the-middle attacks. Superfish forges certificate information, according to Ars Technica, and was purportedly being used to […]
Rocket Fuel appears to be bracing for a chilly wind, at least when it comes to the insertion order-based media sales business that has been the core of its revenue engine for the past several years. The programmatic platform company reported Q4 revenues of $139.5 million, a 63% lift compared to Q4 2013. That’s a […]
