“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 Ian Hewetson, vice president of client services at Eyereturn Marketing. In the ongoing debate over traffic quality, there’s something few people are talking about: the supply-side choice to continue using […]
During Interpublic Group’s (IPG) Q4 and year-end earnings call on Friday, chief Michael Roth emphasized – as he did after Q3 – the holding company’s barter-based programmatic model that discloses margins. This isn’t the only difference from the black-box models of IPG’s competitors, which deploy programmatic on an agency-by-agency basis. “We continue to believe that […]
A global consumer packaged-goods giant and specialty automotive company have very different digital aspirations. For toothpaste brand Colgate-Palmolive Co., its target demographic is everyone. “How many teeth exist in the world?” said Jack Haber, VP of global advertising and digital for Colgate-Palmolive Co., during Simulmedia’s Salon series panel event Thursday with MediaLink. “For some brands, […]
Jewelry and flower brands who briefly ramp up ad spend for Valentine’s Day love their private marketplaces. In early February, they set up private marketplaces with publishers who can provide the right audience and context. They test which sites yield conversions in the weeks before Cupid’s holiday and dial up the spend the final week […]
Mobile is the mother of all invention at BabyCenter, an online content hub for pregnancy and parenting-related content. Founded in 1997, BabyCenter has always maintained a digital-first mindset – but the changing consumption habits of its more than 40 million global monthly users, mainly current and expectant mothers, means that mobile is fertile ground for […]
“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 Tim Mayer, chief marketing officer at Trueffect. At a conference years ago, I heard Paul Ryan, Overture’s former chief technology officer, debate the benefits of optimizing to the return on […]
Advertisers’ demand for viewability is frustrating for publishers, who must contend with new contracts, new billing structures and new ways to value inventory, all while ensuring meeting viewability standards doesn’t erode ad revenue. During a town hall at the IAB Annual Leadership Meeting in Phoenix, about half the publishers in the packed room said they had […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Brian Mikalis, senior vice president of monetization at Pandora. Publishers that want to retain their premium stature are executing programmatic deals through private exchanges or directly with advertisers as they jump in to figure […]
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. MCNs Eye Programmatic How will multichannel networks (MCNs) on YouTube, which have traditionally relied on branded content deals, survive in a programmatic world? Ad buyers are used to the efficiency and demographic targeting afforded by software-based buying, according to The Wall Street Journal. Many […]
Measurement mogul Nielsen is bullish on its evolving digital measurement capabilities – but panels aren’t going anywhere, said CEO Mitch Barns. “The future of measurement is not about choosing between panels and big data,” Barns told investors on an earnings call Thursday. “It’s about combining high-quality panels with granular data sets for the best of both […]
Search doesn’t have the sexiest rep – but there’s a reason for that. “The story was very straight for a long time – Google owned search, so what else was there to talk about?” said Mike Yudin, CTO of programmatic search company adMarketplace. “But now we’re seeing the great unbundling of search and I think that’s a […]
WPP Group’s data management investment division Kantar entered Thursday into a strategic deal globally with online measurement mainstay comScore, which could give it up to 20% equity stake in the company — if all shakes out as planned. Read the full release. Through the deal, comScore will issue about 5% of its shares in exchange for […]
The crowd at the IAB’s Annual Leadership Meeting looked about the same as ever – composed of many publishers and tech companies – but with one big difference from last year. As of September, tech companies are now voting members of the IAB. Some at the meeting barely registered the change, since tech companies 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 Brian Mandelbaum, CEO at Clearstream. On its surface, programmatic video presents advertisers with the perfect opportunity to reach consumers with the sight, sound and motion of television while leveraging the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Hulu Chief On Viewability, Programmatic Speaking to Ad Age, Hulu CEO Mike Hopkins said the company has seen “nothing but good news coming out of the viewability debate,” as Hulu only charges its advertisers for ads that are 100% completed and in-view, though he […]
The majority of TripAdvisor’s revenue came from advertising in Q4 2014. Of TripAdvisor’s reported $288 million in fourth-quarter revenue – up 35% from Q3 – $181 million came from click-based advertising (63% of total revenue) and $36 million from display (13% of total revenue). Display CPMs were up for more than 2,000 advertisers in TripAdvisor’s network, President […]
Has real estate advertising reached a digital saturation point? Borrell Associates, a research firm focusing on local advertising, says it has – at least for the agent and broker community. Digital ad spend among agents and brokers is projected to decline 2% – a $200 million drop – in 2015, according to a report the […]
Catering to cord-cutters, cable networks and broadcasters are unbundling their content. CBS, HBO and Viacom will all roll out paid subscription services. Ex-Hulu CEO Jason Kilar is launching both a subscription-based and ad-supported web video service, Vessel. And paid TV service Dish is rolling out Sling TV, a $20-per-month streaming service that gives subscribers AMC, […]
“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 Lauren Moores, vice president of analytics at Dstillery. Since the emergence of digital media, the relationship between brands and consumers has shifted from one-sided messages pushed from brands to consumers […]
After going digital-only in June 2013, The Onion had to decide how to earn money without print ad sales. It found a partial answer in Onion Labs, its in-house agency that has found success with big advertisers. “We thought, are we going to go down the programmatic path or the content path?” said Kurt Mueller, […]
It’s not a case of déjà vu – Israeli performance player Perion has completed its purchase of MakeMeReach, a Paris-based company that specializes in using social networks to monetize apps. Financial terms were not disclosed. The deal, revealed Wednesday, comes less than a week after Marin Software bought French social advertising player SocialMoov for just north of $20 million. [In […]
AOL’s programmatic revenue grew 250% in the fourth quarter, and now accounts for 39% of AOL’s non-search revenue. In Q4 the company “integrated the first set of private marketplaces,” Armstrong said, for a total of 15 private marketplaces. AOL’s shift to programmatic led to a recent restructuring of its sales force, another area of heightened attention from investors. AOL recently […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Automating Print Time Inc. is bringing more automation to its print sales. Its approach, developed in part by MediaMath, functions almost identically to Time’s digital ad sales process. Target is the first brand to trial the offering, Ad Age reports. “Our overall strategy is […]
As publishers respond to requests for private marketplace and automated guaranteed deals, logistical challenges mount. Publishers must bring in an advertiser’s data and package inventory, and make it discoverable to buyers. Which is why PubMatic on Monday rolled out a buyer-side portal where an advertiser can shop for automated guaranteed inventory. PubMatic founder and CEO Rajeev […]
Five months after taking the wraps off its revamped ad management product, Facebook is slowly but steadily chalking up new Atlas customers. In the wake of its splashy deals with Omnicom Group and Havas, the company has unveiled agreements with database marketer Merkle and Mediaocean, the dominant provider of RFP and workflow management software geared […]
Programmatic activities contributed $20 million in incremental revenue to Omnicom Group’s top line in Q4 2014, suggesting the machine-driven media buying trend continues to drive growth in agency land. For full-year 2014, the holding company’s programmatic revenues were around $140 million, CFO Philip Angelastro told investors during the company’s earnings call. That’s about 1% of […]
Concerned about buying inventory around pirated content? A certification created by the Trustworthy Accountability Group (TAG) will empower vendors to buy inventory from publishers serving unpirated content. “Brands can now say we only want to deal with people who are TAG-certified. We’ve created a marketplace dynamic and structure in the ad ecosystem,” said Stu Ingis, […]
While SAP has been generally absent from the marketing cloud conversation (save for last year’s announcement it would resell Adobe Marketing Cloud solutions), the company on Tuesday rolled out of a contextual marketing platform dubbed the SAP hybris Marketing Solution. “SAP hasn’t traditionally been known in the marketing space, but we are rapidly building out […]
“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 Steve Glanz, co-founder and CEO at Crosswise. The ability to recognize users across devices is a hot topic in the data-driven advertising ecosystem. Some expected that web-focused marketers, agencies and ad […]
