“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 Matt Scharf, manager of display media operations and analytics at Adobe. Contrary to popular belief, out-of-view impressions aren’t worthless. As controversial as that sounds, impressions that are never seen can […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Long Live The Shakeout After a year of intense M&A, in particular around DMPs and video platforms, 2015 may bring even more deal activity, Jack Marshall reports for The Wall Street Journal. Luma Partners’ Terry Kawaja is quoted, saying the current field of scaled online […]
Seeing more video in the news feed? You’re not the only one. Facebook said on Wednesday that video activity on its platform grew dramatically in 2014, bolstering its ambition to become a video platform contender to rival YouTube. In a blog post Facebook said the number of video posts per individual user grew 94% on average in the […]
Prior to 2011, when Greycroft Partners brought in Kathy Leake as president and founding partner of LocalResponse, the company had a different name – Buzzd – and a different business model. “The original idea was monetizing check-ins for advertisers,” she said. “If someone checks into Macy’s using Foursquare or publicly on Twitter, we would @message […]
CPG giant Kimberly-Clark is one of the more progressive companies when it comes to digital strategy, largely for the way it adapted programmatic advertising way back in 2011, eventually setting up its own internal trading desk with the help of WPP agency Mindshare. It’s in this spirit that the manufacturer of Kleenex, Kotex and Huggies established 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 James Aitken, chief executive officer at The Exchange Lab. With 75% of chief marketing officers [PDF] using customer analytics to mine data, the practice of data-driven marketing is the rule […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Greg Mason, CEO at Purch. For publishers, the benefits of programmatic advertising have been well stated. It enables us to optimize sales, streamline operations and provide useful data to improve the overall buying process. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Buffing Google’s Video Google will begin reporting on the viewability of video ad campaigns, including ads that run on the Google Display Network and YouTube, head of video and display ad products Neal Mohan said during a presentation at CES in Las Vegas on Tuesday. […]
Just a few months after it hired Digilant COO Nathan Woodman to take charge of its demand-side business, IPONWEB has nabbed another well-known ad tech guy. The 13-year-old ad platform company has hired Bob Walczak, VP product at PubMatic, to oversee BidSwitch, its ad exchange-like product. At IPONWEB, Walczak will run sales and business operations for BidSwitch, a […]
Video platform M&A exploded in 2014, particularly in the second half of the year, according to data from Coady Diemar Partners. A report from the boutique investment banking firm highlights substantial growth in the ad tech sector, led by demand for technology assisting in the convergence of TV and digital video. Four of the top 11 […]
Mobile isn’t desktop. That might seem like an obvious statement – but just because something’s obvious, doesn’t mean it’s being put into practice. “Some people don’t get it, and for a time, that was us,” said Michael Cukyne, SVP of digital media at Meredith Corporation, where he and his team focus on broadcast stations in local […]
“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. When I think about the year ahead in digital marketing, I am excited…and a little impatient. Many of the most urgent opportunities – real measurement across channels, tackling […]
“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 Martin Kihn, research director at Gartner. It should be obvious by now that the emerging class of providers known as digital marketing hubs or clouds rely on a smart combination […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AOL Divided AOL’s business has long been divided between its premium content and ad tech divisions. Ad Age reports the latter may be winning out amid a management shakeup. The org changes are meant to seize on AOL’s “biggest growth opportunities,” a spokesman told Ad […]
As it turns out, Acxiom’s LiveRamp and Datalogix were friends all along. The duo – sometimes portrayed as rivals in the data onboarding space – on Monday revealed they’ve expanded their existing partnership through 2017. At the time of Acxiom’s $310 million acquisition of LiveRamp last spring, CEO Scott Howe compared Acxiom to Switzerland. That is, […]
The banner ad was born in 1994 – and some people would be more than happy to see “2014” as the date of death on its tombstone. “Since the banner is digital advertising’s legacy, it’s what most people defer to when considering creative, ad serving and measurement,” said Jeremy Sadwith, VP of engineering at mobile ad […]
Despite serving 1.3 million students and families, the 35-year-old national nonprofit Communities In Schools (CIS) had set a “pretty low bar” for brand awareness according to Amy Labenski, CIS’s director of digital marketing. Specifically, they didn’t have any. “We weren’t reaching the general public,” she said. Labenski joined the nonprofit, which focuses on youth issues […]
“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 Chris O’Hara, vice president of strategic accounts at Krux. With companies like Kraft and Kellogg’s starting to leverage the programmatic pipes for equity advertising, we are starting to hear a […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Snapcash Snapchat closed a hefty $486 million investment round, auspiciously announced in a regulatory filing on New Year’s Eve. The 23 investors are so far unnamed, though the Financial Times says Yahoo and Kleiner Perkins Caufield & Byers are rumored backers. “Despite the huge valuation […]
Target. eBay. The Home Depot. Neiman Marcus. Michaels Stores. Sony Pictures Entertainment. Even Chick-fil-A. Data breaches, hacks and questionable cybersecurity became par for the course in 2014, removing the illusion that companies can easily protect themselves or their customers. According to Pew Research, 91% of consumers aren’t comfortable about how companies collect and use their personal […]
Cord-cutting forecasts present a cautionary tale for linear TV’s $70 billion ad market. Interpublic Group’s media research and buying division, MAGNA Global, for instance, found live, DVR and video on-demand viewing decreased 14% year over year among the 18-24 demo set for the 2014-2015 season. Conversely, eMarketer expects the viewership for connected devices like set-top […]
“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 Justin Choi, CEO at Nativo. When I was discussing native advertising with a venture capitalist in 2012, he flat-out proclaimed, “The New York Times would never do this.” He never […]
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. Gurbaksh Calling Re/code’s Kara Swisher reports on an effort by former RadiumOne CEO Gurbaksh Chahal to buy the company that fired him. The offer from his “marketing operating system” company, Gravity4, reportedly values RadiumOne at less than 1x revenue for 2014. Management said in its […]
2014 was the year advertisers collectively asked the question, “How much?” As in, viewability aside, how much ad fraud is actually out there? Some of the numbers bandied about, often by the fraud vendors themselves, were alarming to say the least. A report released by cyber-security startup MdotLabs in October 2013 before it was acquired […]
Although programmatic direct solutions – which automate direct relationships between sellers and buyers – started cropping up around six years ago, growth has been slow. But that’s likely to change. eMarketer predicts automated direct deals will grow from $800 million this year to more than $8 billion in 2017, which would make programmatic direct 42% […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research. Typically, marketers and information security pros don’t get along. To marketers, security staffers are the guys who always say no: No, you can’t collect that data. No, you can’t […]
The ad tech industry isn’t going anywhere, but 2014 exhibited some of the financial shakiness that dogged public ad tech stocks through much of 2013, especially for companies that went public in the last 12 to 15 months. “The only slight surprise for me and many others [in 2014] was the sudden switch in sentiment […]
If you’re an Oracle competitor, the Datalogix acquisition looks formidable indeed. It adds considerable power to its data-as-a-service offering, which to this point had mostly online data. But if you’re a marketer using Oracle’s technologies – or using Datalogix data to link online advertising to offline sales – what additional benefits can you expect? While, […]
