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 […]
Adknowledge has acquired video analytics provider TriVu Media for an undisclosed sum, a move the former hopes will extend its ad targeting capabilities to YouTube advertising. The company is betting the big three sources of video inventory going forward will be native (by which CEO Ben Legg means inventory sold through a transparent network), Facebook […]
“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 Rosenberg, senior vice president of marketing at 140 Proof. Facebook has heard its users loud and clear: They want more control over their privacy. So Facebook changed the default […]
“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. Call me naïve but I believe in the open exchange model. I always have. Something about the battle of wits it promises always spoke to me: The buyer who actively […]
“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 Jordan Mitchell, interim CEO at DigiTrust and vice president of product at Rubicon Project. We’ve all heard about the inevitable death of the cookie, but have we really found any […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Defining Viewability On Monday, the Media Rating Council adopted its new video viewability metric, which marks the first attempt to address industrywide invisibility issues. Get the PDF. However, many marketers take issue with the MRC’s two-second delineation. “Two seconds is not, by any means, […]
“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 Marc Grabowski, entrepreneur-in-residence at Highland Capital Partners. Don’t act like you have built a brand or amassed some sort of great will among your “loyal followers.” You have spent money on […]
Three months after launching a pilot program for mobile app install ads, Twitter has made the offering available to all advertisers. The format is a bid to capture surging app promotion budgets that have been a boon to Facebook, Pandora and dozens of mobile-specific ad networks and demand-side platforms (DSPs) over the past two years. Ride-sharing service Lyft, EA […]
The Russian advertising market is one of marked interest for ad tech companies. Certainly Western mainstays like Google are working their way in. But it’s the local players that dominate. Consider Google’s recent partnership with Yandex to expand its inventory offered by Russian publishers. One such local player is ADFOX, a Moscow-based sell-side platform founded in 2005 […]
Danish ad tech provider Adform has released a first-generation data-management platform (DMP) through which its clients can monetize their data and increase yield. “There are a lot of publishers out there that want to monetize their data,” said Adform CMO Martin Stockfleth Larsen. “They’ve sold out inventorywise, but the one area that hasn’t sold out is […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. CRMing The Exchange On Friday, Rubicon Project and CRM agency Merkle announced a new capability within programmatic ad buying and selling. The development rolls together Rubicon Project’s Advertising Automation Cloud and Merkle’s suite of marketing tools, and claims to help advertisers run campaigns that […]
Everyone wants to get into native advertising, yet everyone has a different definition as to what exactly that entails. Social media sites have it easy because any sponsored post, automatically blending into the site design, can hitch a ride on the native bandwagon. But while Facebook and Twitter are the current hotbeds of social advertising, […]
On Monday, the Media Rating Council’s (MRC) advisory to avoid buying in-browser video impressions on the basis of viewability will end. Although the MRC defines in-browser video viewability as an ad that is at least 50% in view for at least two continuous seconds, there’s little agreement in the industry on what, exactly, constitutes video […]
Before Brazil defeated Croatia at Arena de Sao Paulo to open the 2014 World Cup, the Coca-Cola Co. unfurled across the pitch the fruits of its biggest marketing campaign in its history: a giant mosaic called the “Happiness Flag.” But this campaign, which ended on the soccer field, began online. Activated across 175 countries, the Happiness Flag […]
“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 Eric Berry, co-founder and CEO at TripleLift. Despite being one of the most revered techniques in digital advertising, optimization remains a highly misunderstood concept. While everyone responsible for running a […]
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. Marketer Roundup Estee Lauder, L’Oreal and Spark marketing executives weigh in on programmatic in a recent roundup feature via Portada. “We find programmatic buying an efficient use of our dollars to reach consumers who are already engaged with the concept, the brand and the […]
Free ad serving might be bad business for all but the biggest players in ad tech. AdZerk, an ad-selling platform for publishers, sent a notice to its free and self-service customers that it’s shutting down that part of the business to focus on its enterprise clients. The company will complete its exit Aug. 31. The […]
The Digital Advertising Alliance (DAA) has released two consumer-targeted apps designed to help people manage their ad preferences in mobile. One gives users the power to set preferences for ads in apps and the other does the same for mobile browsers. The apps (scroll for screen shots) were previewed by the DAA at its annual […]
There are dozens of digital ad startups ready to sell in the mobile and social categories, and IgnitionOne aims to grab a couple. The company, which bought data-management platform Knotice in March, will use a new $20 million investment from SoftBank and others to continue its streak of M&A. “My belief is that social is going to […]
“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 Kurt Hawks, general manager of mobile at Conversant. If I had a dollar for every time a brand asked what percentage of its budget should go to mobile, I’d be […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Amazon Chases App Supply Amazon is looking to incentivize developers with the promise of a guaranteed $6 CPM on interstitial ads for mobile in August and September. The ads are full-screen, typically appearing between game levels and will be served across Android phones and […]
Hulu, Condé Nast Entertainment and other members of the digital video and television industry laid out their measurement and monetization challenges on Wednesday at VideoNuze’s Online Video Advertising Summit. Brands and publishers are well aware of the growing popularity of applying programmatic to direct buys. Hulu for instance has reportedly beta-tested a programmatic exchange for more […]
Search and digital marketing platform Kenshoo has hired Doug Chavez as global head of marketing research and content. Chavez will lead a group analyzing data from the Kenshoo platform and producing insights on the search and mobile advertising space. Chavez, previously SVP of emerging media at Universal McCann Worldwide, VP of marketing at RadiumOne, director of marketing […]
Although North America accounts for half of all programmatic media spend globally, marketer interest in Latin American regions is growing, due in part to high mobile penetration and global events like the World Cup. IPG Mediabrands’ strategic global media services unit MAGNA GLOBAL expects programmatic ad spend in Latin America to reach $836 million this […]
When they write the history of programmatic advertising, June 2014 will go down as the month when you needed two hands to count the number of big advertisers running their machine-driven media buys in-house. Procter & Gamble, American Express and Mondelez all recently joined the small club of brands embracing exchange-traded media (existing members include Kellogg’s, […]
[X+1] has added a new component to its data-management platform (DMP) called Origin KeyChain to expand its offline targeting capabilities. “Prior to KeyChain, we could do offline targeting for our customers, but only for their customer IDs and not for prospects,” said CEO John Nardone. Here’s how it works. Generally speaking, DMPs gather user information […]
“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. There’s been a lot of buzz about the announced changes in the upcoming release of iOS 8. Better integration with Mac OS – […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Weeding Out Bots, Funds Researchers at security startup White Ops claim they’ve found a way to weed out bot traffic from online human behavior for good, and the eight-month-old company has the financial backing to prove it. New investors, including Paladin Capital Group and […]
Aerospike, the database solutions provider whose technology has powered AppNexus, BlueKai and eXelate, will open source its technology. The company also revealed Tuesday that it raised $20 million in Series C funding, which Aerospike will use to help finance the open source process and develop tools that will help clients scale their applications. “We are open sourcing […]
