Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Advising On Programmatic MediaLink has roped in Matt Spiegel to lead its push into programmatic consulting. Spiegel, a former Omnicom and Mediamath exec, struck out on his own back in March with an advisory practice he called Concept Corridor. AdExchanger story. He tells AdAge, […]
AppNexus wants to rethink the publisher ad server as a holistic platform for yield management, and it’s starting with a rather old piece of technology. The company will acquire Open AdStream (OAS) from Xaxis as part of a major transaction with WPP Group that will also give the holding company a $25 million stake in […]
Digital out-of-home (OOH) ad sellers are looking for a boost from ad tech, but obstacles remain if the marketplace is to ever resemble online advertising. Digital billboard advertising today is reminiscent of the early days of ad tech in online advertising, according to industry veterans, with ad tech vendors making inroads with sellers such as […]
Canadian newspaper The Globe and Mail can forecast revenue and optimize yield across its direct-sold and programmatic inventory, using a partnership between yield management firm Yieldex and ad tech company AppNexus. When the publisher signed up with Yieldex at the beginning of the year, it didn’t support AppNexus until The Globe and Mail requested it, […]
When will buying a linear TV ad be as simple as executing a Facebook ad buy? Sky Media, the ad sales arm of one European broadcast and telecom giant, says it’s already happening. British Sky Broadcasting (BSkyB) dominates the pay-TV market in the UK, counting some 10.7 million paid subscribers a month and banking nearly […]
“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. Online advertising grew up on a foundation of interruption. Audiences sought interesting, relevant content, and advertisers competed with editorial for their attention. Marketers then evaluated […]
“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 Eli Portnoy, president at Thinknear by Telenav. When Apple announced two new sizes for the iPhone, plus the long-awaited Apple Watch, two weeks ago, the focus of the day was […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. In-House Grouse The trend of marketers managing programmatic spend in-house is “a temporary phenomenon,” according to WPP Group CEO Martin Sorrell. In the wake of an AdExchanger Research report tracking momentum for self-sufficient media buying, Sorrell told WSJ, “Our view is after a year […]
Ad-serving and verification company Telemetry isn’t in favor of automating the ad fraud detection process. The problem, said Geo Carncross, the company’s global VP of engineering, is that detection sensors can be fooled into thinking fraudulent impressions are real and, consequently, advertisers will start optimizing for fraud instead of for real ad performance. Telemetry’s fraud […]
Anthony Rhind, global chief digital officer at global media agency Carat, describes programmatic as “an emerging operating system” for marketing effectiveness. It’s about much more than any one tool, such as RTB, or any one channel, such as display. “To me the opportunity is ‘programmatic management,’ which means programmatic management of inventory opportunities, whether they’re […]
The participants in a new race to snap up social marketing technology companies aren’t the usual enterprise software suspects. In the latest wave of consolidation, Facebook Strategic Preferred Marketing Developers (PMD) are buying each other. Search and social software company Kenshoo this week moved in on Adquant, a social ads platform specializing in mobile apps […]
“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 Vedant Sampath, chief technology officer of platforms at Mediaocean. Premium digital media buying has been a surprising laggard in adopting automation. Publishers, agencies and ad tech vendors share equal responsibility […]
“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. This week I released my new research report, The “6-5-3” Framework: How to Pick the Right Programmatic Media Management Model, and presented it at yesterday’s Programmatic I/O […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bennett Zucker, senior vice president of revenue platforms, ad operations and data solutions at Ziff Davis, a j2 Global Inc. company. The most accountable and measurable medium is having another “Whoops, we did it […]
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. Facebook, Money Magnet Facebook now attracts a greater percentage of ad spend than it does attention minutes, according to an eMarketer report. Nearly 10% of US digital ad spend in the US goes to Facebook, but the company only draws 7% of adult time […]
When it comes to data collection, Apple is on the offensive… and, perhaps, the defensive. There’s no need to read between the lines of Tim Cook’s attack on the data monetizers of the world. As the Apple CEO stated in an open letter posted on Apple’s website Wednesday night: “We don’t build a profile based […]
Do open auctions have a future? It depends which publisher you ask. According to executives from Meredith, Yahoo and AOL, who spoke at the Programmatic I/O Conference on Wednesday, change is coming. “It won’t live on” in its current form, said Meredith’s VP of programmatic sales and strategy, Chip Schenck. “Because it’s used and thought […]
Russian real-time bidding (RTB) engineering firm IPONWEB has largely operated behind the scenes as the backbone of many media-trading platforms. Notably, IPONWEB helped RightMedia build out its ad exchange preceding its 2007 acquisition by Yahoo, and has since constructed 40 more trading systems at a similar or smaller scale. In late August, IPONWEB moved in […]
Native ad exchange Sharethrough has acquired UK-based content distribution platform VAN in the hopes of expanding into the European market. The acquisition price was not disclosed, but VAN’s 2013 revenue was $2 million. VAN’s sales team will be an asset, as will its strength in the automotive, entertainment and lifestyle verticals. Its clients, like UKTV, […]
Marketers generally react to Yo, the one-touch messaging app, with bemused dismissal. Its sole function lets users ping each other with a single “Yo,” the simplicity of which has sparked no shortage of skepticism. But no one took Snapchat seriously when it surfaced, and the ephemeral photo messaging platform is now valued at a behemoth […]
“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, co-founder and chief revenue officer at Bionic Advertising Systems. Mobile is truly the biggest opportunity in advertising right now. Sorry, but nothing else even comes close. Not only […]
“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 Adam Kapel, senior vice president of marketing and insights at Taykey. Advertisers use technology to sharpen targeting, measure results and be more efficient and economical. How about using it to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Dentsu Buys Covario Dentsu Aegis Network has acquired search and content marketing agency Covario. Convario’s Rio SEO software offers tools for local and enterprise search, social media automation and analytics. “As points of engagement and transaction come closer together, it is crucial for our […]
The state of programmatic TV: A patchwork of parts that need to come together in order to automate the broadcast ad buy. During a panel at Programmatic I/O in New York Wednesday, David Cooperstein, CMO of Simulmedia; Brent Horowitz, VP of business development at BrightRoll; Derek Mattsson, president and CEO of placemedia, Amanda Richman, president, Starcom USA […]
Rather than an isolated channel, programmatic is a means to an end – and it all starts with measurement between devices and across channels. And from measurement comes revenue. “The whole cross-device measurement question is about understanding the broader marketing goal, but we also all know that if it’s not measured, it’s not valued,” said […]
How bad a problem is online ad fraud, and how should the buy and sell sides divvy the responsibility to combat it? This question formed the crux of the panel “New Methods For Defeating Fraud In The Programmatic Era,” moderated by WPP’s Team Detroit chief digital officer, Kurt Unkel, at Wednesday’s Programmatic I/O conference in New […]
The Federal Trade Commission (FTC) wants to know what marketers are doing with segmentation profiles like “urban scrambler” and “ethnic second city struggler.” The potential for advertising segmentation to exacerbate inequality was a central topic at Monday’s FTC workshop, “Big Data: A Tool for Inclusion or Exclusion?” The Washington, D.C., event included representatives from advocacy groups […]
Given the building momentum around native advertising and the growing number of publishers and startups seizing on the trend, it was only a matter of time before the 800-pound gorilla of ad technology threw its hat in the ring. While Google has yet to formally introduce its native offering, numerous AdExchanger sources with knowledge of […]
Chango’s new CRO, Keith Lorizio, has an ad tech CV as long as your arm – but it was only a short while ago that he became a convert to the gospel of programmatic. “I wasn’t a fan of programmatic about three years ago back when I was a rep with a big publisher working […]
