“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 a wonderful conversation with Renee Horne, AVP, Social Business at USAA, at last week’s Merkle CRM Summit, in which she noted something that could make 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 Sara M. Watson, a technology critic and fellow at the Berkman Center for Internet and Society at Harvard University. I have owned a truck and am interested in buying another, […]
“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Mayur Gupta, global head of marketing, technology and operations at Kimberly-Clark. In recent years an increasing number of marketing organizations have established “Digital Center of Excellence” teams. They are often called the DCOE or COE, and are […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic Direct…Only? Has the open exchange outlived its usefulness? In an interview with Beet.TV, Chief Investment Officer Ari Bluman says GroupM will limit its programmatic buying to private exchange deals struck directly with publishers. He says this will happen by year’s end. “That is […]
It’s a tradition as revered as turkey on Thanksgiving and baseball in the summer: ad agencies dumping budget at the end of each quarter so they won’t lose it at the beginning of the next. “There’s an artificial market dynamic that resets every month in programmatic where at the end of every quarter, we see […]
“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 Damian Garbaccio, global chief revenue officer at eXelate. Innovation is a concept often referenced rather liberally in the advertising technology space. However, a vast majority of industry players that tout […]
Monetizing apps in the iOS environment means playing by Apple’s rules, and occasionally adapting to changes in how those rules are enforced. Sometimes those changes can impact the way ads are served and tracked, as happened back in February when Apple (briefly) put a barbed wire fence around the use its Identifier For Advertising for […]
JiWire, a mobile advertising company most commonly known for serving ads over airport WiFi networks across the US, has rebranded as “NinthDecimal” and launched a mobile audience-targeting tool for pre-roll video ads. Working with buy-side partner TubeMogul, early beta brand users include L’Oréal Paris, Kraft Foods and Honey Maid. NinthDecimal is ramping up location-based data […]
There’s no doubt that Yandex is huge – and the Russian search engine is working to make programmatic buying and RTB a more popular option in the country as well. \ The company announced last week that its shares would be available on the Moscow Exchange in addition to its current listing on NASDAQ, news that comes […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Organic Search Vs. Ads Marketers have complained as organic reach of their pages has been throttled, apparently, while Facebook ramps up its ads strategy. Last Thursday, Facebook ads product team lead Brian Boland (AdExchanger 2013 interview) defended his company with reasons behind organic reach’s […]
Since demand-side platform (DSP) SiteScout’s $40 million acquisition by Centro in last November, the company has evolved its business model from a pure self-serve platform to managed services. Shawn Riegsecker, Centro’s CEO, hinted at the time of acquisition the company might acquire a data-management platform to extend its biddable media offerings. Matt Sauls, cofounder and […]
WPP-owned Kinetic Worldwide accounts for the planning and buying of more than 40% of all digital out-of-home media (DOOH) around the globe. The UK-based company contracts with more than 50 domestic, regional and global clients, including Vodafone, Molson Coors, Warner Bros. Pictures and Tesco. The Outdoor Media Center, Institute of Practitioners in Advertising and Route use Kinetic’s software. […]
Ad retargeter Criteo has expanded its engine to analyze conversion performance rather than simply clicks – a change intended to let marketers more selectively target impressions. The change looks good at face value, but for many companies, optimizing impressions means reducing them, which runs the risk of cutting off a nice revenue stream. Nevertheless, Travel Republic, a […]
Millennial Media is beefing up its location data prowess. The mobile ad network is rolling out an audience location ad suite dubbed “Point” and is teaming up with mapping and geo-analytics mainstay Esri. Point unifies three location-based products: Point Audience Frames, powered by Esri, which lets advertisers use hyper-local data to build campaigns; Point-Fencing Route, […]
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jeremy Steinberg, senior vice president of digital ad sales for The Weather Company. I think everyone would agree that two of the biggest growth areas of digital advertising are mobile and video. Content consumption on […]
“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 Lauren Moores, vice president of analytics at Dstillery. Wearables are the latest consumer tech fad. But if you think about it, mobile phones were the first “wearable.” They became smarter […]
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 Video Retargeting Facebook added some features around video ads, including retargeting users who saw a brand’s earlier videos. Only large brands need apply! “Advertisers who work with a Facebook account representative can work with us to create audiences of people who have already […]
Twitter has snatched up mobile native advertising provider Namo Media, adding technology to enhance exchange-based monetization for app developers. Terms of the acquisition were not disclosed, and Twitter declined to comment. Namo Media has roughly eight employees, and will merge its product into the MoPub platform. The company’s SDK helps mobile app developers integrate native advertising by […]
The world’s largest independent ad tech company broke character this week. Before snatching up Paris-based ad viewability firm Alenty, as AdExchanger was first to report, AppNexus had been historically inclined to build rather than buy owing to its strong engineering culture. But that may be changing as bargains present themselves in the form of mature […]
When Google poached former L’Oréal CMO Marc Speichert last month, the advertising world wondered about the search giant’s evolving branding goals. Over the last few years, many of Google’s recruits came from brands. It’s likely not a coincidence that Google is advertising itself in more traditional forums. It’s running a campaign that places its YouTube […]
User-generated photos and videos are a largely untapped resource for advertisers. The challenge is leveraging the inventory. A few startups have offered up solutions: GumGum helped L’Oréal place ads on publisher sites based on the hair color of women in photos and Stipple lets consumers make purchases directly from an image. British ad tech firm WeSEE is […]
Companies face a paradox. Consumers want to be rewarded for their loyalty to a company or brand, but recoil when asked to share their personal data. At the same time, companies risk losing their competitive edge by not personalizing their offerings and acknowledging loyal customers. Marketers toss around terms like “value” and “transparency” when explaining […]
“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 Gary Kibel, a partner in the technology, digital media and privacy practice group at Davis & Gilbert. Are you a data broker? This is not the title of a Dr. Seuss […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. P&G Programmatic Sources tell Ad Age’s Jack Neff that “Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year.” Neff notes that this is significant for several reasons, not the least of which […]
When one thinks about media planning, one does not think of Omnicom-owned agency RAPP. This is understandable. RAPP built its reputation as a creative, CRM and digital agency. But the confluence of advertising and marketing means that the media planning and buying disciplines are increasingly areas RAPP hopes to build out. AdExchanger spoke about this, […]
The underlying theme of SAP’s massive annual show SapphireNow in Orlando, Fla. this week was simplicity, or SAP’s lack thereof. CEO Bill McDermott heralded the dream of enabling the enterprise software company to “Run Simple,” while acknowledging the company’s skeptics. “Yes, I do realize there will be some of you, especially the pundits, who say we can’t,” […]
The road to “programmatic premium,” once a cow path, has become a highway (OK, maybe a county road) cutting through the heart of ad land. And Google can’t take its foot off the gas pedal. The company on Wednesday rolled out a programmatic video marketplace called Google Partner Select and announced support for direct deals through the DoubleClick platform. The […]
Beginning in September, Yahoo Japan will use Taboola’s video discovery and content distribution network to power recommendations on owned and operated properties, as well as partner publisher sites, with the rollout of Yahoo Content Discovery. Yahoo Japan is a joint venture of Yahoo and SoftBank. In addition to its role as an online search and Internet […]
Two months after the Media Ratings Council (MRC) green-lighted viewable impressions as a viable metric for transacting display ads, real-time bidding platform AppNexus has acquired French viewability vendor Alenty for an undisclosed sum. The deal closed Monday, AppNexus confirmed to AdExchanger. Paris-based Alenty was founded in 2007 by CEO Laurent Nicolas and CTO Nicolas Thomas. It claims to […]
