As Google continues to expand its efforts in search, display, video and mobile, and address consumers across digital marketing channels, the company has obvious aspirations to become a more holistic solution for marketers. The seeds of Google’s marketing – not just advertising – plans could be linked even to the name of its platform: the DoubleClick Digital […]
AOL CEO Tim Armstrong said 2013 delivered the “best results we’ve had in a decade.” Although the company reported 13% overall growth in revenue year-over-year in the fourth quarter, growing from $599 million to $679 million, AOL noted net and operating profitability was affected by a “pre-tax restructuring” that cost it $13.2 million. This was […]
“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 Lung Huang, vice president of digital advertising, global partnerships, at dunnhumby. Now that we’re done hearing every industry pundit give their New Year’s resolution or big predictions for 2014, it’s […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ad Limitations The openness of the online advertising industry has allowed in sites of all types, and as Randall Rothenberg points out in an article for Business Insider, this could threaten the whole system. The solution, according to Rothenberg, is to have strict guidelines […]
Google’s shift of ads and commerce chief Susan Wojcicki Wednesday to SVP of YouTube, which has 20.5% stake in the US video ad market, and which eMarketer estimated had $5.6 billion in gross ad revenue last year, comes at a critical time for the online video platform. With Wojcicki’s appointment, Salar Kamangar, SVP of YouTube […]
The Rubicon Project’s S-1 filing Tuesday revealed the exact nature of its relationship with News Corporation: The multinational mass-media conglomerate owns 21.3% of Rubicon shares. This deal, which came about in 2010 when News Corp. folded its advertising platform, Fox Audience Network (FAN), into Rubicon Project and took an equity stake in the ad-tech company, […]
Twitter’s first quarter as a public company was hot and cold. Ad performance was the hot part. Q4 2013 ad revenue on the Twitter platform grew 121% to $220 million, of which mobile advertising accounted for more than 75%. The MoPub mobile ad exchange, acquired during the quarter, delivered $8 million in revenue. Audience trends […]
Rubicon Project’s Tuesday IPO filing with the U.S. Securities and Exchange Commission (SEC) was a widely anticipated moment of financial transparency for the sell-side platform (SSP), but it wasn’t the first programmatic player to initiate a public offering. Rocket Fuel and Criteo both went public last fall, creating an interesting point of comparison for Rubicon […]
Although national automotive ad budgets are often planned three years in advance, the successes in digital media and marketing on local campaigns have brand managers rethinking those appropriations more frequently. Such was the case with Toyota’s Scion line, a brand designed for younger auto buyers. “Come March, we will likely have discussions as for how […]
Komli Media, a digital media technology provider in the Asia-Pacific market, has launched a Remarketing Demand Side Platform (DSP) geared to enterprise clients. The goal is to help digital marketers convert site visitors into customers using custom tools that blend the advantages of both remarketing and DSP services into a single platform. “DSPs have typically […]
Specific Media’s announced launch Wednesday of a programmatic buying channel – dubbed “Programmatic from Specific Media” – comes at a time when some in the ad-tech industry feel that such tools have become a commodity. Bill Schild, SVP of global marketing at Specific Media, is acutely aware of the perception that everyone and their mother have developed […]
“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 Louis Moynihan, vice president of business development at Demandbase. The convergence of “ad tech” and “marketing tech” has already emerged as a key theme for 2014. There’s just one problem. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Satya Nadella, Ad Man? The question is irresistible: What does Satya Nadella’s CEO appointment auger for Microsoft’s advertising business? One of his many promotions was to corporate VP of the the search, portal and advertising platform group, so he has some fluency in digital […]
Yahoo and mobile ad-serving platform Mocean Mobile jointly announced Tuesday the launch of the Mocean Mobile Marketplace. Mocean Mobile brings mobile inventory from publishers such as Nokia and Univision to Yahoo’s Ad Exchange. Publishers in return can access Yahoo’s ad-targeting capabilities and other services. The Mocean-Yahoo partnership comes one week after Yahoo CEO Marissa Mayer […]
Bizo, a maker of B2B digital media and marketing solutions, is betting on the growing importance of paid media to marketing tech. After citing Q4 gross revenue of $12.4 million and a $50 million annual run rate with media costs that average in the 35-40% range, Bizo’s CEO Russ Glass said Bizo for Marketing Automation, […]
At long last, sell-side platform (or do you say “ad exchange” or “marketplace”?) Rubicon Project has filed it’s S-1 Registration Statement with the U.S. Securities And Exchange Commission in preparation for an Initial Public Offering (IPO). The company is looking to raise $100 million. It has yet to reveal pricing for its offering so no […]
Companies can spend millions on ads, SEO, search, content marketing, social and so on, but never maximize those dollars because they lack a good way of stringing together data about the interactions that result from that investment. With no singular picture into each customer’s cross-channel journey, brands don’t have the power to make real-time business […]
Mobile advertising, including mobile programmatic, is taking off in China, as advertisers and publishers chase the eyeballs in display media. AdsMOGO, a mobile SSP that works with app publishers help to monetize their mobile apps, has been in the space for two years. Working with more than 64,000 apps and nearly 1 billion impressions, the company […]
“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’ll start by saying I didn’t watch last night’s Super Bowl game, but, as any good student of advertising, I did watch the commercials (after the fact of […]
“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 Eric Picard, CEO at Rare Crowds. I was recently told by an executive in a position to know that 70 to 80% of revenue in the RTB space comes from […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Digital Beats TV In Australia, IPG Mediabrands says that TV spend will be overwhelmed by digital ad spend in 2014. The Australian Financial Review observes the details: “IPG Mediabrands has forecast an ‘explosion’ in mobile advertising over the next five years. ‘There is a […]
ValueClick’s gradual transformation from an ad network 15 years ago to an ad-tech provider – focused on ad personalization and decisioning – entered a new phase Monday when it rebranded as Conversant. The name, said CEO John Giuliani, represents the consolidation of the different technological components the company has assembled over the last several years. […]
EBay and Acxiom on Monday forged a partnership to bring Direct Matching services to European advertisers. “Direct Matching” connects eBay’s transactional-level data with Acxiom’s access to third-party datasets, as well as brands’ own customer and prospective databases to identify potential matches for targeting purposes. This represents Acxiom’s latest move as it attempts to expand the […]
Ad exchange OpenX and the mobile ad network Airpush launched a mobile private exchange AirX on Monday. AirX combines OpenX’s real-time bidding (RTB) exchange with Airpush’s ad network. Approved advertisers receive a first look at the inventory of more than 120,000 Android apps, said Seth Socolow, SVP for strategic partnerships at Airpush. “One of the […]
WPP Group’s addressable media unit, Xaxis, has acquired Netherlands-based BannerConnect, a 10-year-old company that evolved from its roots as a traditional publisher network to embrace the exchange-buying trend. BannerConnect has headquarters in Sittard and satellite offices in London and Amsterdam. In addition to bringing on the 40 employees in those locations, Xaxis gets technologies for […]
MediaCrossing launched last summer as the latest ad sales automator and data manager looking to apply investment banking tools and philosophies to online advertising. But unlike its peers, the Stamford, Conn.-based startup says it also plans to offer to purchase publishers’ unsold inventory and then sell it on its own. “I would think exchanges will […]
Korrelate, a four-year-old data play founded by former executives of Tacoda, will suspend operations this week after failing to find a buyer. The company was born in 2010 as Ad Summos with a pledge to help publishers link their website visitors to real-world actions – such as buying a car. It was among the early […]
“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 Paul Rostkowski, president at Varick Media Management. Online advertising is workflow-intensive, requiring agencies to field large teams of media planners and buyers to deal with orders. RTB has emerged to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Patent Sweep After enduring the threat of a lawsuit, Twitter acquired more than 900 patents from IBM, which has led the list of patent recipients for the past 21 years, according to a news release. TechCrunch points out that this isn’t the first time […]
While publishers have been getting deeper into the integrated marketing business, female-focused celebrity news and pop culture media platform PopSugar is trying to go one step further by starting an analytics business. PopSugar Insights’ ambition is to become a daily repository of data and trend analysis of women 18-40, the company’s core audience, said Rob […]
