Digital measurement company comScore needed WPP’s investment in order to rival Nielsen in cross-platform ratings, according to one comScore partner. Although Nielsen dominates linear TV measurement, its push toward a “Total Audience” rating will improve its mobile Online Campaign Ratings tool, launched last summer. ComScore, in lockstep, rolled out a cross-platform tool in January to […]
It is a truth universally acknowledged that a single company in possession of a good amount of data must be in want of an onboarder. Such was the case with LiveRamp, the onboarder who recently consummated its $310 million marriage to data services giant Acxiom, resulting in last week’s birth of LiveRamp Connect. This gene […]
NASCAR fans are loyal fans – and loyal fans are gunning to engage. But until last week, NASCAR, which acts as a governing body for stock car racing in the US and around the world, didn’t have a way for its fans to show their loyalty through the organization’s mobile app, a linchpin of its overall […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ari Paparo, CEO at Beeswax. Why does waterfalling or “daisy chaining” exchanges produce additional yield for publishers? I received a lot of theories following my last dispatch, which examined this mysterious behavior of publishers trying […]
“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 Nii A. Ahene, chief operating officer at CPC Strategy. Two large and powerful players dominate today’s digital advertising world: Facebook, which owns social advertising and has emerged as a big […]
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. PulsePoint Eyes An Exit PulsePoint may be courting buyers, according to The Deal Pipeline’s sources, with an asking price of $400 million or more. PulsePoint was created through the merger of ContextWeb and Datran Media. Its current VC backers include SpaceX, Draper Fisher Jurvetson, […]
Video demand-side platform (DSP) TubeMogul touted its self-serve model, which now accounts for 76% of total client spend with the company, during its Q4 earnings call Thursday. The remaining 24% constitutes its managed-service model, but TubeMogul hopes to reach an 80-20 split by the end of 2015. The average client spend committed by self-serve Platform Direct […]
VaynerMedia, a social and digital marketing agency, acquired Mondelez-owned startup Betabox on Wednesday for an undisclosed sum. The platform distributes CPG product samples to ecommerce providers, who can then layer on a creative call to action through mobile landing pages. This creates a digital feedback loop for VaynerMedia to track engagement with sample-sending campaigns. “Betabox […]
Criteo is retiring its AD-X attribution product and replacing it with a new partner-based approach to mobile tracking, the French company revealed Thursday. Criteo, a retargeting company that works with Internet retailers, brands and agencies, first acquired AD-X in July 2013. AD-X remained a standalone business within Criteo, offering advertisers and app developers in-app measurement […]
Depending on how you frame it, Facebook, YouTube, Twitter and Pinterest are either disintermediating the influencer marketing ecosystem or “wrapping their arms more tightly around it,” as Lisa Weinstein, president of global digital, data and analytics at Starcom MediaVest Group, puts it. Circa 2011, brands threw money at social marketing agencies with one goal: “Go […]
The first step for Travel Alberta, in its goal to grow tourism from $7.4 billion to $10.3 billion by 2020, is to help Americans figure out where Alberta is. Step two involves telling them why they should go there. The steps involve a marketing strategy steeped in digital content, said Jasmine Thompson, director of consumer […]
Sharing financial performance figures for the first time Thursday, PubMatic said its annualized net revenue run rate is now above $130 million, based on year-end figures. From 2013 to 2014, the publisher platform company said GAAP net revenue grew 90%. PubMatic did not disclose net income, but revealed it had turned a small profit for the past […]
“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 Baer, founder of Convince & Convert. Monetizing a revenue-starved app requires a delicate balance of creativity and business savvy. Companies need to sell ads to make money, but 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 Josh Speyer, CEO at AerServ. There are many pricing models in advertising, including cost per mille (CPM), cost per impression (CPI), cost per click (CPC) and cost per action (CPA), […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google’s Stronghold In an interview with Beet.TV, Jay Vanderzee, Google’s media platform sales head for the Americas, shed some light on DoubleClick’s scale, as well as Google’s future focus on TV. The number of transactions occurring on Google’s DoubleClick Ad Exchange now supersedes every […]
Before Yahoo bought video exchange BrightRoll, it had eyes for Dailymotion, a French video-sharing site that amasses more than 2.5 billion video views a month. Although that’s nowhere near the size and scope of YouTube, which gets 4 billion views a day at last count, some speculated Dailymotion would have been Yahoo’s YouTube had French […]
IronSource is counting its cash. The Israeli ad distribution and app monetization company, which announced an $85 million round in September, said Wednesday that it’s brought in an additional $20 million from a group of unnamed investors led by Access Industries. These two funding events represent the first time ironSource, which works with Yahoo, Google, […]
IPG Mediabrands’ media investment arm, MAGNA Global, has added 15 long-tail and premium TV networks to its consortium mix. The long-term goal is to automate more than 50% of client buys. MAGNA Consortium’s original slate of partners included print, digital and TV publishers like Clear Channel Media and Entertainment, Tribune, AOL, Cablevision and A+E Networks. […]
Edmunds used to keep its car shopper and owner data close to its chest. But at the beginning of this year, Edmunds opened its audience segments to its most valued car advertisers. The company used to sell inventory based on context, but now it’s shifting to an audience model, said Edmunds CEO Avi Steinlauf. This […]
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 […]
