Latest

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. Video Ads Continue Growing Online video ads on long-form content grew by 86% in the fourth quarter, according to FreeWheel. According to co-CEO Doug Knopper, there are currently nine ads per long-form video, which isn’t very much compared to TV’s 20 ads. Read more […]

In its Q4 conference call with investors, digital video ad solutions provider YuMe’s CEO Jayant Kadambi provided some insight into the company’s planned entry into programmatic and international markets this year. Kadambi said YuMe’s programmatic offerings will be built on existing platforms, and complement rather than replace direct sales. Agencies and trading desks will be […]

Salesforce.com reported 37% revenue growth in Q4, to $1.15 billion, driven in part by the $2.5 billion July 2013 acquisition of ExactTarget. Its full year revenue was $4.07 billion, up 33% year-over-year. ExactTarget is the lynchpin of ExactTarget Marketing Cloud, which competes with analogous stacks fielded by Adobe and Oracle. Specifically, ExactTarget contributed $96 million in […]

Addressable TV advertising shouldn’t be viewed as a replacement for mass audience or network buys – or executed without rich data extensions, warned cable operators, agencies and media companies at the Advanced Advertising forum Thursday in New York. Ultimately the promise of addressable TV depends on the granularity of audience-targeting data marketers get at the household level. […]

Cross-device audience targeting company AdMobius is close to a sale, and a deal could close as early as next week, according to sources with knowledge of the company. One of the suitors is Lotame, which has made an offer, but the transaction has not yet been consummated. There may be other buyers interested as well. AdMobius […]

“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 Mike Driscoll, CEO and founder of Metamarkets. Data is the fuel and the exhaust of programmatic advertising. It informs every transaction, and every transaction generates more of it. As impression […]

Mobile demand-side platform (DSP) Tapad has hired Ben Regensburger, the former president of the DoubleClick ad exchange in EMEA and APAC before its acquisition by Google. Regensburger will serve as president of Tapad Europe. He joins Jim Clark, formerly of Turn, whom Tapad brought on this month to lead media and programmatic ad sales, as well […]

Hundreds of mobile ad networks are working on a transition to programmatic trading. One of them is Orange Advertising, a unit of European wireless carrier Orange. Last year, the company realized it needed an answer to the impression-buying trend, and began evaluating ad tech partners to support a nascent trading desk. It ultimately settled on […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Search Expansion Twitter is adding promoted accounts to search results as the company seeks new revenue streams. Although mobile is a huge part of Twitter’s strategy, its fourth-quarter earnings were disappointing. The new advertising option is data-driven. “We automatically select relevant search queries for […]

Time Inc. has set up a private exchange with inventory from its global properties, supported by Google technology. The new, expanded marketplace – called Time Inc. Global Exchange – is built on Google’s DoubleClick Ad Exchange and spans some 116 million global unique users (per comScore). Advertisers and marketers can use it to reach audiences across […]

Demand-side platform The Trade Desk has received $20 million in Series B funding led by Hermes Growth Partners. The Ventura, Calif.-based company told AdExchanger the move was a natural response to growth in demand for programmatic platforms globally. “We made a strategic decision that we wanted to take in more capital,” CEO Jeff Green said, […]

OpenX Technologies on Wednesday rolled out a mobile native ad exchange called Native O/X. The “native” ad formats include in-stream display, rich media and video ad units that are inserted into an app’s content. OpenX’s launch partners for the exchange include IconApps, Tagged, Run, Mediasmart and Celtra. Presenting ads in a format that matches the […]

“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 Alan Pearlstein, CEO and co-founder of Cross Pixel Inc. A fundamental difference between offline and online data usage is associated marketing cost. Digital ads (banners) delivered to specific audiences across […]

Zumobi, a Seattle-based mobile media and advertising technology company that supplies integrated app content to brands and publishers, launched Wednesday the Zumobi Brand Integration Platform for Marketers. Zumobi operates premium mobile app network The Zumobi Network and has worked with publishing partners like Hearst Digital Media and MSN to monetize its mobile apps through its […]

As marketers and advertisers try to parse real-time interactions across multiple channels, they’re finding they need big data warehouses and analytics tools. The problem is, some are startlingly slow or, in other instances, they simply hit a wall when volumes are high. To combat this, vendors selling big data tools to marketers are increasingly building their […]

Russian search engine Yandex and Google have agreed to give their respective advertisers mutual access to the real-time bidding (RTB) ad exchanges. Under the agreement, Google’s clients will have access to the advertising inventory offered by publishers in Yandex’s Advertising Network (YAN), while Yandex’s clients will be able to bid on display ads on Google’s DoubleClick Ad […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Takeover Target An article in Bloomberg explores the possibilities that ad tech firm Conversant (was ValueClick Media) may be an attractive takeover target. Bloomberg’s Laura Lorenzetti paraphrases Wedbush analyst Shyam Patil, who says, “Conversant could struggle to find a buyer for the whole business […]

Pegasystems, a company that offers customer relationship management and business process management solutions for B2B customers, is moving deeper into the marketing world. The Cambridge, Mass., company last week added location-based mobile targeting capabilities to its marketing solution and appointed Robert Tas, JPMorgan Chase’s former head of digital marketing, as its new CMO and SVP […]

A deal between Google and a collective of 42 local media holding companies could enable private exchange deals spanning some 800 newspapers and 200 broadcasters. The agreement is the first in a series of projects that the so-called Local Media Consortium (LMC) – formerly known as the Yahoo Newspaper Consortium — will bid out to […]

“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 Gough, vice president of media solutions at dunnhumby. Ah, February — the season for major television events that aren’t dominated by the trucks-and-beer crowd of the regular football season. […]

Is the union between Oracle and BlueKai, in the words of Ovum Research Senior Analyst Gerry Brown, a case of “the cat amongst the pigeons?” There might be some credence to the idea. As Brown points out, BlueKai is (or has been) a champion of open systems. Oracle is not. “Certainly few BlueKai partners will […]

“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 Juan M. Huerta, senior data scientist at PlaceIQ. It has been said that we are in an era of big data. Not a day goes by without hearing about a […]

In emerging markets worldwide, where mobile-first internet users are more common, mobile programmatic has become an interesting space for ad tech companies and advertisers alike. Vserv, a mobile ad exchange working exclusively in emerging markets, launched its mobile RTB platform in December 2013. Dippak Khurana, the co-founder and CEO of Vserv, has been working in […]

“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.   The rumor mill exploded late last week, with talk of a BlueKai acquisition by technology giant Oracle, and today, Oracle made it official. Extending the thinking from a […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Local Exchange Google says it’s offering a helping hand to local publishers who may not have the ability to take on programmatic alone. A new private exchange has launched in a deal with the Local Media Consortium, which comprises more than 800 newspapers and […]

Oracle’s planned acquisition of data exchange and solutions provider BlueKai pushes Oracle deeper into marketing tech. Like its peers IBM and SAP, Oracle had prioritized business departments like supply chain, finance and HR above media buying and digital marketing. And rather than building a marketing and ad stack from scratch in order to clinch CMO […]

Enterprise software provider Oracle moved further into targeted advertising by acquiring BlueKai, a third-party data provider and data management platform (DMP). Analysts and vendors differ however, on the mobile advertising implications behind the acquisition. Bluekai’s technology will be combined with Oracle’s Responsys application, which is geared toward B2C marketing campaigns, as well as Eloqua, which […]

While not every marketer buys in to the notion of an all-in-one marketing cloud, there are others for whom investing in a full-scale suite is the best option. Malaysia Airlines, which has licensing agreements to use five of six Adobe Marketing Cloud solutions, doesn’t have the luxury of time. “We’re at a critical juncture,” said […]

Apple startled advertisers and the mobile app community earlier this month when it rejected several apps from the Apps Store for deriving data from the Identifier for Advertisers (IDFA) without serving ads. It is unclear whether Apple will continue to restrict certain uses of the IDFA, but advertisers are already looking for alternative solutions. AdExchanger […]