Reaching the holy grail of real-time, one-to-one interaction may sound like a marketer’s utopia, but a number of execs gathered Thursday at a Thought Leadership Summit hosted by AOL felt this importance was overstated. In some instances, real-time processes aren’t the be-all and end-all. “I think real-time (marketing) is only a part of a bigger […]
“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 Marcus Pratt, vice president of insights and technology at Mediasmith. In the world of ad tech, analogies are easy to find. They help make complicated matters easier to understand, lighten […]
“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 Holly Maust, director of analytics at Moxie. Facebook measurement is no longer as easy as reporting how many likes, fans and shares your brand received. Data sophistication and intuition now play […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Start of the SAP Marketing Cloud? SAP may be moving closer to constructing its very own marketing cloud with a planned acquisition of SeeWhy, a real-time ecommerce targeting and email personalization startup that’s complementary to SAP’s commerce technology platform, hybris. SAP’s CMO recently told […]
AOL’s Adap.tv will acquire Jon Mandel’s PrecisionDemand, a TV ad-targeting company that mines set-top box data and layers it with first-party data. In a Wednesday blog post outlining the acquisition, Adap.tv’s Toby Gabriner wrote: “Integrated into Adap.tv’s programmatic buying and selling platforms and, eventually, ONE by AOL, PrecisionDemand will be a key component of our […]
As AdExchanger reported Friday, Google is working on a CMS, likely with its own ad server baked in. The solution is expected to unify the functions of a content management system with the DoubleClick for Publishers toolset – ad serving, sales management, yield optimization, and so on. Google has declined to comment on or confirm the […]
One sign pointing to the maturation of programmatic ad buying tech is the growth of brand messaging. Whereas just last year, ads bought programmatically were 100% direct-response due to retargeting capabilities, the splits now are around 20/80, said Andrew Casale, VP of strategy at supply-side ad tech provider Casale Media. “We speculate that marketer offerings […]
Consumer product goods (CPG) ad spending is in flux, as shown by the public comments of marketers like Kimberly-Clark and technology shifts such as the matching of offline data with online users to track the effectiveness of digital ads. The impact of this shift may be most visible in the area of digital video. In a […]
Just a few years ago, brands needed to be educated around the messaging and measurement technologies available in the digital age. That imperative has since shifted as marketing departments try to figure out how they take that technology and maximize results. As a side effect, the line between data and marketing services providers like Experian […]
“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 Reid Tatoris, co-founder of Are You A Human. In the first season of “Mad Men,” there’s a great episode where the Sterling Cooper team comes across Volkswagen’s famous “Lemon” ad, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. LinkedIn Catches Up Linkedin is testing Directed Sponsored Content, which gives marketers a chance to fine-tune sponsored ads. Facebook and Twitter already offer similar capabilities, known as “dark” publishing. “Expect the new option to be part of LinkedIn’s pitch to agencies over rosé on […]
Salesforce.com reported fiscal first-quarter 2015 revenue of $1.23 billion, up 37% year over year at 11 cents per share. This beat analyst estimates of $1.21 billion at 10 cents per share. (Earnings release) Salesforce.com added significant head count – more than 900 – to its employee base this quarter. This was up 38% year over […]
Agencies and holding companies are pointing to customized algorithms as a way to differentiate from the competition. Tech providers, too, claim that algorithms developed in-house offer better optimization capabilities than those that are more generally available. But as these algorithms become more popular, the parameters of what entails customization are loosening. In most cases, agencies […]
Ad tech company Undertone has promoted its COO Corey Ferengul to CEO, effective June 1. He replaces current CEO and founder Michael Cassidy, who will move into a chairman role. Cassidy has been at the helm of Undertone since its founding 13 years ago. “It’s the right time based on where the company is,” said Eric Franchi, Undertone cofounder […]
Foursquare founder Dennis Crowley wants users to know that the company has moved away from the check-in, its former flagship service. The location-based platform’s future now lies in technology that enables users to do personalized local searches and find their friends on any device. “Our goal is to reinvent local search and local discovery,” said […]
There’s a new guy in charge at Essence, the 9-year-old agency best known as a key partner to Google on its programmatic and other marketing activities. London-based Essence has promoted Christian Juhl, previously in charge of its North American operations, to run the company as global CEO. With his promotion, founder and previous CEO Matt […]
Vindico, a buy-side video ad server, on Tuesday rolled out the Vindico MatchPoint platform, designed to let advertisers onboard first-party records to match against Vindico’s database of consumer profiles. MatchPoint is integrated with the Vindico Bid Manager, a DSP the company made generally available Tuesday; it has built-in viewability capabilities powered by AdTricity, a video ad-measurement […]
Standalone marketing technology platform Captora has raised $22 million in Series B financing. The company, co-founded by the former chief revenue officer of independent marketing automation platform Marketo, claims to siphon in-site demand data to flag the highest potentially performing areas for a marketer to put their dollars. The latest round of funding will go […]
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. I had an interesting conversation about the “second party data” opportunity with some senior level publishers not too long ago, and it got me thinking about this subject […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Patch Up AOL’s Patch has been reseeded by Charles Hale and Hale Global since they took over the reins earlier this year. The NY Times reports the hyperlocal site is profitable and expected to make top-line revenue of $21 million this year. The NYT […]
Rubicon Project is the latest ad tech company to support automation of direct deals. Its first product in this area, called 49bc, will focus on mobile inventory only. Later this year it expects to add support for desktop and video to the toolset, which is still in private beta. Rubicon is one of about 10 […]
Supply-side platform (SSP) provider PubMatic acquired Mocean Mobile (formerly Mojiva), a mobile ad server, for an undisclosed sum, the companies said on Monday. Mocean Mobile’s ad-serving capabilities and its ad network extend the mobile capabilities PubMatic gained from its 2012 acquisition of mobile development tech startup Mobiprim, according to PubMatic President Kirk McDonald. “We launched […]
AT&T’s plans to acquire satellite and pay TV provider DirecTV for an estimated sum of $49 billion, revealed Sunday, gives the carrier more reach – but it also could help the carrier scale its addressable TV initiatives. “AT&T and DirecTV combined will have a massive base of customers to market to, and that is 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 Kirk McDonald, president at PubMatic. To hear the business pages tell it, ad tech is a category very busy growing up: With high expectations for the industry’s major players, and […]
Location-based ad network Thinknear (a division of Telenav) on Monday unveiled its Location Score to help advertisers gauge the accuracy of location data. The Location Score is a 100-point scale (100 being most accurate) that helps marketers understand the quality of location data used in their campaigns. The technology uses Thinknear’s platform to quantify the […]
There are many differences between programmatic buying in China versus the United States. Among them is that companies in the United States are often very focused, creating more fragmentation than you see in China. iClick Interactive, a DSP in China, sees itself as a unified platform that offers advertisers support throughout many phases of the digital media […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Search For Tomorrow Pinterest confirmed on Friday that it had raised $200 million, bringing its valuation to $5 billion. The funding comes in the wake of Pinterest testing Promoted Pins on its platform. Beyond that, ReadWrite’s Lauren Orsini speculates on Pinterest’s long-term strategy: “Rather […]
Ecommerce startups have turned toward television advertising, signaling shifting interest from reaching a niche group of consumers to mass audiences. Some, such as subscription ecommerce startup Birchbox, are investing money in the medium for the first time. Birchbox debuted its “Open For Beautiful” television campaign Monday, which will be supplemented with shoppable online video and print […]
Google is developing a content management system (CMS) that would unify editorial, advertising and perhaps commerce activities for media companies, AdExchanger has learned. Beginning in 2013 Google started talks with some big publishers about offering software to help manage content and advertising in a holistic way, multiple sources said. Among the executives involved in some of those early discussions […]
Demand for location-based ad inventory is rising and PubMatic, the supply-side platform (SSP) provider, is one of the latest companies to boost its location-enabled inventory. PubMatic teamed up with location-based ad network xAd to create a programmatic marketplace of location-verified inventory, the companies said Friday. “Location is critical from a mobile standpoint,” said Bob Walczak, […]
