“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 […]
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. 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, […]
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 […]
