From the start, foodie site Food52 planned to have two revenue streams: advertising and commerce. Today, commerce drives two-thirds of its revenue, with advertising accounting for the other third. The site now averages four million unique monthly visitors. After building up content, 98% of which is contributed by readers, Food52 had the audience to add […]
While Apple arguably can do whatever it puts its hand to, its recent move to bring programmatic to iAd doesn’t have everyone impressed. JUICE Mobile president and CEO Neil Sweeney didn’t mince words: “They should have done this five years ago.” And that, Sweeney said, begs two related questions. One, Is Apple going to be […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Neil Vogel, CEO at About.com. 2014 is proving to be the year of the digital redesign. From Fortune to Cosmo, The New Yorker and Quartz, premium publishers are making bets on the best way […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. No Payne Twitter’s game of musical chairs continues with the partial exit of MoPub CEO Jim Payne, AdAge’s Mark Bergen reports. Read it. Payne will serve as an ad tech advisor to CFO Anthony Noto, but will no longer run Twitter’s programmatic exchange. That […]
Following on the heels of its buy button announcement and its recent CardSpring acquisition, Twitter announced the introduction of what it’s calling Twitter Offers – another step by the social network to add more commerce functionality to its offering. Twitter bought CardSpring back in July. The platform enables the creation of payment applications, a clear complement […]
When you’re tweeting, the last thing you’re thinking about is your retirement fund. But that was precisely why insurance provider Voya Financial used Twitter for an ongoing brand campaign. Voya’s goal was to introduce its new brand – the company had been renamed in April after it spun off from Dutch bank ING Groep and […]
Mobile carrier data is rich data – it’s deterministic, it’s first-party and it has cross-screen potential. Berlin-based data company zeotap is looking to help mobile carriers capitalize on that richness. Founded earlier this year, zeotap has secured $1.3 million in seed funding from HitFox Group and several angel investors, which it plans to use to […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O’Connell, Director of Research, AdExchanger Research. If you’ve seen the agenda for AdExchanger’s upcoming Industry Preview conference in January, you may have noticed that I’ll be giving a presentation on “The Future of Buying […]
“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 Christophe Camborde, CEO at Ezakus. In the wake of Publicis Groupe’s $3.7 billion acquisition of Sapient Corp., I have to give Publicis CEO Maurice Levy much credit. He dusted himself […]
“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 Tom Manvydas, vice president of integrated marketing services at Experian Marketing Services. Marketers are increasingly taking advantage of the richness of CRM, purchase transactions and other offline data sources for […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Data Sharing Is Data Caring A Forrester report released Monday examines how brands share data with each other, and what benefits they derive from doing so. The key advantage of so-called “second-party data,” in brief, is that it’s not as scarce as first-party data […]
When Apple announced last week it was dipping its toe into programmatic via partnerships with ad tech companies, it cited retailer L.L. Bean as an early purchaser of iAds inventory via MediaMath. It’s the first time the outdoor-focused retailer has bought through Apple’s iAds, though it’s gradually devoted more marketing spend to mobile initiatives. “We […]
One hang-up premium publishers have with digital video – besides producing enough of content – is monetizing it, especially videos distributed off-network. One problem: blocking fraudulent traffic. In that spirit, IDG, which owns GamePro, TechHive and PC World, also uses an anti-fraud solution called Flashlight, built by video content syndication platform Vidible in partnership with […]
Although addressable TV advertising commands an estimated $200 million-$300 million in spend compared to linear TV’s $70 billion annual ad market, according to some TV industry execs, it promises a targeted buy down to the household level either through a set-top box or other IP-enabled device. However, the inherent challenges of addressable TV – which include […]
It’s been nine months since Susan Wojcicki was named CEO at YouTube, clearing the path for Sridhar Ramaswamy to take full control of Google’s $50 billion-plus advertising business. As org changes go, it was a doozy. YouTube would get a proven leader to take it to the next level – by investing in talent and courting new […]
As Mindshare Chief Digital Officer Norm Johnston recalls, the impetus for Content+ occurred during the Cannes Lions advertising festival over several glasses of rosé. (What else?) Content+ is a partnership between media agency Mindshare and its WPP sister, digital agency POSSIBLE, that launched last week in London, Singapore, Shanghai and North America. “What came from […]
PocketMath cofounder and CRO Casey Grooms just started making a salary in July. The Singapore-based mobile DSP, which began life as AdMunch back in 2011, had been completely bootstrapped until now. On Monday, PocketMath announced the close of its first funding round, $10 million in Series A cash from the VC arm of Japanese ecommerce […]
“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 Cree Lawson, founder and CEO at Arrivalist. After 18 years in online marketing, I’m noticing that attribution has bubbled up into ongoing debates about digital marketing strategy. All too often, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native ‘Working’ Marketers will spend $4.3 billion on native advertising in 2015, up 34% from 2014, according to eMarketer. “I would expect our spending in this area to increase considerably over the next 18 months, specifically in the area of video,” HP’s director of […]
It’s been a busy week for Rubicon Project. It acquired programmatic direct players iSocket and Shiny Ads on Monday, adding guaranteed capabilities to its platform. It partnered with Apple’s iAd, ramping up its mobile supply. And last Friday, it hired Adam Chandler as SVP of revenue as the company builds out its buy side. Rubicon’s […]
Amazon’s rumored development of an ad-supported video-streaming service was resurrected Friday when the New York Post reported the ecommerce company’s launch of a “Netflix killer” is, indeed, nigh. Although Amazon says it often experiments with new offers and experiences for customers, it has not announced plans for an ad-supported video-streaming service. According to The Post’s […]
Apple CEO Tim Cook might have called iAd a “very small part” of the company’s business in the past, but Apple is starting to take programmatic seriously and the partners are piling up. Following Wednesday’s announcement of Rubicon partnering with iAd on the demand side, seven more names are officially on the list: Tapsense, The Trade Desk, […]
“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 Ephraim Bander, president and chief revenue officer at Sticky. The simple days of advertising to consumers via television, radio, and print are gone for good. These mediums still exist and remain […]
Drawbridge sees itself as the democratizer of cross-device identity. “We’re the folks that provide cross-device connectivity for inventory that isn’t on Facebook and we do it without PII,” said Nimeshh Patel, Drawbridge’s VP of Europe, the Middle East and Africa. Headquartered in San Mateo, Calif., Drawbridge – whose technology analyzes various non-personally identifiable data points, […]
Advertisers need to be inventive to adhere to health marketing regulations, particularly since 2011, when the IAB banned health marketers from using cookies to target patients. PageScience’s approach is to bring contextual, cookie-less targeting to its clients through page scoring. On Wednesday, the company made public its Health Insights dashboard, which lets brands and agencies […]
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Kerel Cooper, vice president of platform development at LiveIntent. He previously spent 15 years working for digital publishers running ad operations and platform-strategy teams. We’re living through a period of unprecedented focus on optimization, reporting […]
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. Yahoo Search On Fire(fox) Late on Wednesday, Firefox struck a deal to make Yahoo its exclusive and default search engine, after a 10-year-long relationship with Google. In a statement, Yahoo chief Marissa Mayer called the deal “the most significant partnership for Yahoo in five […]
While marketers have long rallied around tent-pole events like the Super Bowl, the focus is no longer solely on the big-ticket TV buys or stadium sponsorships. But big games are still valuable to advertisers. While ads tied directly to major sporting events still command the most money because of their enormous draw, marketers are also […]
When it comes to performance metrics, AIG’s online marketing chief Daniel Loebl isn’t joking around. “In my work, we don’t have soft metrics,” said Loebl, whose official title is assistant VP of the digital center of excellence at AIG in the US. “I don’t allow them in my spend. Something either gets conversions or not.” […]
