David Cooperstein, a darling of the digital marketing analyst ecosystem, has exited Forrester Research to join Simulmedia, a company that harnesses data on how some 50 million Americans watch TV everyday. He’ll be Simulmedia’s chief marketing officer, the company revealed Wednesday. Simulmedia has 85 employees. Cooperstein spent close to five years at the analyst firm, […]
“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, general manager at Thinknear. There is a remarkable lack of symmetry in a traditional ad tech and ad buyer relationship. The ad tech company’s technology is invisible to […]
FreakOut, a Japanese demand-side platform (DSP), received the green light to issue an IPO on the Tokyo Stock Exchange’s Mothers Index on June 24. The estimated initial offering price is $19 per share, or about $120 million. AdExchanger spoke with Yugo Asato, CEO and co-founder of the mobile DSP Dobleas (a FreakOut spin-off in 2012), […]
“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 just had a very interesting conversation with a reporter who’s trying to understand why so many publishers link “programmatic” to declines in ad revenue and/or profitability in […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Video Ad Fraud In The Wall Street Journal, Mike Shields and Christopher Stewart cover continued video ad fraud malfeasance. In response to inquiries with buy-side victims, the WSJ summarizes, “A spokesman for J.P. Morgan Chase acknowledged the company inadvertently paid for the spots to […]
The Federal Trade Commission (FTC) welcomed direct marketers and data companies back from the holiday weekend with a 100-plus page report (called “Data Brokers: A Call for Transparency and Accountability”) and a recommendation that Congress enact legislation to ensure industry transparency and customer control over how their data is used. The report singled out nine […]
Agencies and vendors are teaming up to tackle the tech and organizational challenges associated with aligning real-time media with trending topics. Publicis-owned agency DigitasLBI, for example, during its digital NewFront rolled out a series of publisher and vendor relationships to improve its real-time offerings. The agency developed a Brand Content Index in conjunction with the […]
Full-service digital agency Primacy began in 1994 as Acsys Interactive. In 2012, it rebranded to emphasize its presence in digital. Also, prospects weren’t always clear how to pronounce Acsys. (It was “Access”, for the record.) The agency, still independently owned by President Stan Valencis, has traditionally gotten traction via word of mouth. “We get a […]
App install ads are hot, but what if the apps they advertise are not? Palo Alto, Calif.-based startup Voxel hopes to add an additional dimension to app-install ads via a feature that lets users click on an ad to sample the app in a 30- to 60-second demo that takes over the device’s screen. “We’re […]
AdChina, an advertising technology company for both the supply and demand side in China, is expanding its mobile side of the business to incorporate a mobile data management platform (DMP), in addition to the mobile ad network and mobile DSP that the company offers. “Most of our competitors are either PC-only and trying to expand […]
“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 Matthew Keylock, senior vice president and global head of data at dunnhumby. There has been a veritable explosion of new CxO titles in the last decade. We now seem to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad Tech IPO Datalogix may be gearing up for an IPO later this year after well-publicized deals that enable targeting with Facebook (see this 2013 AdExchanger article and UK announcement last week) and Salesforce (April). The WSJ reports, “An IPO would be a good […]
This upfront season, a number of media conglomerates flirted with programmatic TV. ABC, for instance, is beta testing data-driven ad sales via video ad server FreeWheel’s new FourFronts Programmatic tool. Likewise, NBCUniversal’s ad sales chief Linda Yaccarino has spoken of opening up portions of premium network inventory to programmatic sales. As marketer and media company interest […]
Need more proof Pinterest is preparing for a big monetization push? The social platform has hired Jonathan Shottan, a former Facebook ad product exec who led Facebook Exchange and due diligence on ad tech M&A. Shottan, who has also signed on as an adviser to TellApart, joins Pinterest as product manager for advertising. His first […]
“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. “Real time” – in terms of data or targeting – is an overused phrase in display advertising. “The rise of programmatic display lulls […]
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Steve Goldberg, digital practice lead at Empirical Media. The recent NewFronts were super cool. Ambitious content, breakthrough ideas, blowout parties, even the guy who sings “Happy” wearing that weird hat. There is no doubt it […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic In-House IPG’s Kristi Argyilan, who led programmatic strategy at the holding company, has left for Target, reports Ad Age. Her new role is SVP of media and guest engagement. Ad Age quotes a Target statement: “In her new role she will be responsible […]
German enterprise software giant SAP’s intention to acquire Boston-based behavioral marketing startup SeeWhy sheds light on the former’s future in the marketing tech landscape. As per SAP’s plans, SeeWhy will operate as a wholly owned subsidiary of SAP; the initial integration point will be SAP’s commerce platform hybris. “SeeWhy and other investments we’re making are […]
App install ads may be a lucrative product for Facebook, Google and other vendors, but they’re becoming too expensive for app developers, especially since scaling is still a problem for the units. “We found it difficult to acquire new users on mobile devices because it’s super expensive,” said Kenny Rosenblatt, founder and CEO of Arkadium […]
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, […]
