On the heels of $7 million in fresh funding, cross-device ad targeting company Tapad has made its first foray across the pond, opening the doors at a location in London and one in Frankfurt, where it will focus on the German and UK publisher market. Tapad’s overall valuation is more than $220 million following the […]
Dstillery’s investment in data science dates to 2008, when the company – then known as Media6degrees – first applied big data analysis with a social skew. Since then it has broadened its focus to a wider range of digital media, but has retained its emphasis on the data. The person in charge of those efforts […]
Amazon’s not lifting its foot off the gas pedal in the drive for more developer ad dollars. After revealing the Fire Phone only weeks ago, the ecommerce company tried to incent new app creation via a two-month promotion offering $6 CPMs on the Amazon Mobile Ad Network. The company is also making a European push, […]
Remember the scene in the movie “Kill Bill, Vol. 2“ where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad. It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Location Location Location Analytics and marketing platform Upsight is adding another layer of targeting to geolocation data. The company released a new tool on Tuesday, GeoTrigger, that helps marketers target key consumers based on where they are and what they might want. For instance, […]
The cost of Facebook ads is on the rise – but advertisers don’t seem to mind because they’re seeing results. At least for now. According to the most recent Q2 benchmark report from Facebook ad partner Nanigans, the click-through rate (CTR) on Facebook ads was up 146% year over year and rose 47% from the first quarter. Spend […]
When Dewayne Hankins moved from his marketing post at AEG – which owns several professional sports teams, including the Los Angeles Kings hockey club – to a new job as VP of marketing and digital for pro basketball’s Portland Trail Blazers, the No. 1 imperative was clear: Think young. Hankins had followed his boss, Blazers CEO […]
The on-again, off-again IPO plans of Israel-based Matomy Media Group are on again. The performance-based ad tech company began three days of so-called “conditional trading” on the London Stock Exchange on Tuesday in preparation for its official debut on Friday. It will seek to raise $70.1 million at a $347 million valuation. Matomy previously attempted […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. So many fascinating questions, trends and technologies to research, so little time! Thankfully, I’ve now got some help. I’m pleased to announce that Lizzie Komar has joined the AdExchanger Research […]
“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 Eddie DeGuia, general manager at Motility Ads. Mobile is in a funny space. Usage is going through the roof. Mobile accounts for nearly 20% of Web usage while mobile ad […]
“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 Lance Neuhauser, CEO at 4C. It’s an eternal question in a marketer’s life: Should you choose the path of the agency or a specialized point solution? At the outset, employing a […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Correlating Viewability Nielsen has surfaced with a new multitouch attribution (MTA) product that aims to provide an exact correlation of ads viewed to products purchased and presumably a more granular take on return on ad spend. Nielsen piloted its MTA product with Kraft. MTA […]
Video demand-side platform (DSP) TubeMogul has updated the S-1 it filed in March, saying it will sell 7,187,500 shares at a suggested offering price of $13 per share. Read the S-1. TubeMogul hopes to raise $93 million and will now take this offer to potential IPO investors – “the roadshow” – prior to the company going public. […]
Missing in the Media Rating Council’s (MRC) definition of in-browser video viewability (50% in view, playing for two consecutive seconds) is any stipulation around audibility. This isn’t an oversight – the MRC chose not to institute an audibility requirement because the technology doesn’t exist to determine muting in all instances, said David Gunzerath, SVP and […]
Facebook’s purchase of video supply-side platform (SSP) LiveRail for $500 million underpins its deeper foray into video advertising and positions the social network as a major force in premium publisher monetization. While some experts argue the purchase is a direct response to Google’s recent launch of its programmatic video marketplace Google Partner Select, the sum […]
This is the third in a series on companies advancing programmatic buying in Russia. Read our recent Q&As with Yandex and ADFOX. As programmatic buying starts to take off in certain countries, finding and analyzing audience data can be a major challenge to getting it off the ground. In Russia, at least one company has been tackling this […]
“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. Retargeting is a great way to engage with consumers who have already demonstrated interest in your product or service and have entered the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter’s Bottomless Profit In a flattering profile of the Twitter ads team, which has been relatively untouched during recent executive machinations, The NY Times’ Bits blog sees a profitable future for the social (ad) platform. Twitter’s Adam Bain and Kevin Weil are given props […]
When Adobe Systems acquired French cross-channel campaign management company Neolane last summer for $600 million, it gained the ability to manage customer data at scale. Stephan Dietrich, cofounder of Neolane and now VP Americas for Adobe Campaign, one of six products that comprise the Adobe Marketing Cloud stack, said one of the drivers for joining […]
In two weeks, Levi Strauss & Co. will launch a campaign focusing on a broader, more inclusive brand direction – one that also ties its messaging closer to its line of jeans and apparel. As such, Levi’s is retiring the “Go forth” tagline it’s used since 2009 in favor of the more product-centric “Live in […]
“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 Dan Silver, director of marketing at xAd. Two parts first-party data, a splash of third-party segmentation, garnished with a slice of real-time consumer behavior. If only building mobile audiences were […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Blinkx Slides The FT reports that online video advertising company Blinkx lost a third of its value in the public markets as it announced revenues would fall short of expectations. The company said in a release, “During the last three months, which are seasonally […]
Facebook has agreed to buy video ad platform LiveRail, the companies said today. The acquisition will build Facebook’s capabilities around video, both on its own platform and on those of other publishers. LiveRail customers include Major League Baseball (MLB.com), A&E Networks, Gannett and Dailymotion, giving Facebook its first video ad server integration with premium video owners. Terms of the deal weren’t […]
Want to see a marketer rip out her hair? Ask her to begin identifying consumers across devices. It’s not an easy thing to do, but vendors have been building tools to help. When Experian Marketing Services acquired 41st Parameter last October, it also got the latter’s subsidiary, AdTruth. AdTruth’s core product is the AdTruth ID, […]
Updated 7/2/14, 3:22 p.m. For the second time in less than a year, CRM and database marketing agency Merkle is on the acquisition prowl. This time, it gobbled up RKG, an agency that provides paid search, social marketing and comparison shopping engine services. With the RKG acquisition, Merkle CEO David Williams said the agency is […]
“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. The Media Rating Council (MRC) hit yet another milestone [PDF] in their viewable impression crusade on Monday by lifting the advisory on viewable impressions for […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Googling Video Video ad platform BrightRoll announced the hire of Bruce Falck as chief operating officer. Falck previously ran Google’s demand-side platform business, a.k.a. DoubleClick Bid Manager (née Invite Media), among other duties. According to the release, Falck will “oversee day-to-day operations at BrightRoll […]
French holding company Publicis Groupe acquired software and consulting firm Crown Partners on Tuesday and intends to align it with digital agency Razorfish. The purchase is a play to power up Razorfish’s ecommerce capabilities, especially as businesses that haven’t traditionally had strong online presences seek to remedy that situation. “Everyone wants to have an ecommerce capability today, even […]
PubMatic had a good spring. The company won top honors in Forrester’s sell-side platform shoot-out, acquired a mobile ad server (Mocean Mobile) and hired up to support its product initiatives around programmatic direct. The macro strategy, according to CEO Rajeev Goel, is to provide a full stack spanning all publisher ad revenue. That means guaranteed […]
