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, […]
“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 Frost Prioleau, CEO and co-founder of Simpli.fi. Many recent articles have portrayed programmatic advertising as being in the middle of a vicious cycle, where an onslaught of nonhuman traffic and unviewable […]
A new crop of ad units is on the rise as mobile and social inventory expands, independent trading desk Accordant Media reported in a Q1 analysis. Although 70% of total real-time bidded (RTB) display media is attributed to the “Big 3” primary ad unit sizes, all three fell as a percentage of total programmatic impression volume. Simultaneously […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. YuMe Talks Up Programmatic “On March 10 we launched Video Reach, the initial phase of our programmatic offering,” said Gary Fuges, VP, IR, during YuMe’s quarter one earnings report. “Video Reach is built on top of our existing platform and enables us to participate […]
Matching offline data with online data is a key element to getting what marketers like to call “the 360-degree view of the customer.” That’s the core component of LiveRamp’s business, which is why it had such close relationships with data marketing companies. The sponsor list for its 2014 RampUp conference is a who’s who of data […]
The line between enterprise software and digital agencies is blurring. As the merger between Publicis and Omnicom came to a screeching halt last week, the growing demand for data and tech prowess within the agency environment was all too apparent. In the case of computing giant IBM, developing an in-house agency has been a (lesser-known) […]
Jobzonen, a Danish job-search website, has begun using first-party data to tailor its display ads with listings geared towards “high-value” candidates. The solution, Track & Trace, is a project of the Danish Publisher Network (DPN), a consortium of 11 publishers, including Jobzonen, using data-management platform (DMP) Krux. It’s what DPN believes is the first step towards […]
“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 Hagen Wenzek, founder of Freestyle Consulting. The question has been around for years. Why don’t we see an improvement in price performance of digital media trades even though we have more electronic […]
“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. Today marks the release of AdExchanger Research’s inaugural State of Programmatic Media report. Based on data gleaned from more than 450 completed surveys and a range of in-depth […]
As native advertising accelerates, the terminology lags behind. “Native” as a buzzword now encompasses a wide range of solutions – leading to confusion within the industry. One debate is whether in-feed ads (ads inserted in between content) are by default native ads, and whether it should matter. Facebook, Twitter, Yahoo and AOL all offer in-feed ad […]
Brand marketers are shifting from outbound, push-based approaches to creating recurring engagement, fueled by data and technology. This was a key trend at the IBM Smarter Commerce Summit in Tampa Wednesday, where marketers from Allstate, Intercontinental Hotels and David’s Bridal spoke about their respective brands’ journeys from push to pull marketing. Allstate Sanjay Gupta, EVP […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Chartbeat’s Native Tools Real-time analytics startup Chartbeat announced new data-measurement tools for native advertising on Wednesday, as well as an additional $3 million in funding. The new analytics tools measure how well sponsored ads are doing compared to other content on a Web page […]
Acxiom’s $310 million acquisition of data onboarding company LiveRamp, expected to close this summer, will raise significant questions among LiveRamp’s clients, many of whom are Acxiom’s competitors. As if predicting these concerns, the companies have gone out of their way to emphasize LiveRamp’s continued openness and neutrality. Acxiom CEO Scott Howe reiterated this message during […]
Data management firm Acxiom will acquire LiveRamp, provider of a data onboarding software used by many in the advertising industry to match offline data to digital audiences for ad targeting and measurement. The deal is worth $310 million and is expected to close mid-summer, the companies said. Taking up with Acxiom will let LiveRamp scale its product and expand […]
Research from Altimeter Group released Tuesday predicted that content marketing tools will begin to consolidate and eventually merge with marketing tech solutions. “The major vendors—Adobe, Salesforce, Oracle—they’re all talking about their marketing clouds. What is that? It is an amalgam of the tools they’re compiling that cover everything involved with ads, creative, targeting, serving and […]
