It’s a mobile world and Rocket Fuel wants a piece of it. The ad network, known historically as a desktop display player, announced Tuesday the launch of Local Lift, a tool that purports to drive in-store foot traffic and measure the results by connecting mobile clicks to store visits. Although this isn’t Rocket Fuel’s first […]
What if someone talked you into buying a mattress without letting you lie on it first? That’s exactly what online-only mattress startup Casper is doing. Casper wants to use the strength of its reviews and website (along with its generous return policy) to convince people to go from online research to unpacking a bed in a […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic B2B In a Q&A with Adweek, Dun & Bradstreet CEO Bob Carrigan reveals the company has programmatic media on the mind. While the company may be known primarily for supply chain management and cleaning up B2B lists and records for clients, “we’ve spent […]
Whether you’re Coca-Cola or the NFL, building experiences across 15 device and app environments is a tall order. It’s why video publisher SnagFilms launched spin-off company ViewLift on Thursday, aiming to help media networks as well as brands target video app audiences and boost discoverability across mobile devices, smart TVs and set-top boxes. ViewLift has […]
Demand-side platforms (DSPs) have dominated the exchange world for a long time now. But Telefonica-backed mobile exchange Axonix is looking to change that dynamic with the launch of a white-label product that will allow publishers to create their own branded mobile exchanges. “This is about swinging the power pendulum back from the demand side, where […]
One hundred percent desktop ad viewability sounds like the simplest thing and an easy standard to meet. But advertisers still are in want, publishers wish they could provide it and this demand has generated frothy press releases from the ad tech community with “100% viewable” bolded in the header. The problem is that “100% viewable” […]
“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 Rachael Hadaway, vice president of client solutions at dunnhumbyUSA. Not long ago, the customer journey was straightforward and predictable. If we needed things, we’d leave our homes and head to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Time For Data Faced with a projected 3-6% dip in revenue this year, Time Inc. is bulking up on its data practices, The Wall Street Journal reports. Specifically, it wants to find ways to use big data practices to provide better ad targeting and […]
“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 […]
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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 […]
