While most marketers today understand why they need to establish data-driven marketing strategies, the big question for most is how exactly to do it. Not only must they worry over technical implementation details, but data-driven marketing practices also depend on the effective leadership of people and processes to deliver value. As a career marketing leader […]
With mobile accounting for more than 39.7% of all online traffic this Thanksgiving weekend – a 34% increase from Black Friday 2012, according to IBM’s Digital Analytics Benchmark – marketer investment naturally followed that growth curve. The mobile momentum continued Cyber Monday with IBM reporting that smartphones and tablets drove 30% of all online traffic […]
“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. A recent survey noted a majority of CMOs are considering taking programmatic buying in-house (AdAge story), If you’re like me, you absorbed this study with both interest and […]
“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 Neeraj Kochhar, managing director for programmatic at MAGNA GLOBAL. Earlier this month, the IAB, in partnership with the Winterbury Group, released a white paper titled “Programmatic Everywhere? Data, Technology and the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Native Ads The Wall Street Journal says (subscription) the US Federal Trade Commission will take a closer look at “native ads” with an open forum this Wednesday. See the FTC event page. Meanwhile, the question of scaling native advertising is a big one for […]
As more ad tech providers sought to prove their programmatic chops this year, their underlying mission became “workflow.” Online video marketplace operator BrightRoll is telling ad network, agency and advertiser clients that with its newest console update, it will be able to do things that used to take hours in just minutes. The changes involve […]
Enterprise software companies are racing to soak up marketers’ budgets by building out their marketing suites with acquisitions, partnerships and new products. Those players include Adobe, Salesforce.com, Oracle and IBM. As the year comes to a close, here’s a snapshot look at these companies’ marketing stacks and some of the gaps that each company has […]
Marketo posted strong Q3 earnings last quarter, recording revenue of $25.5 million – a 65% increase year-over-year. The company remains independent today, despite a spate of marketing automation acquisitions in recent years: Teradata bought Aprimo, ExactTarget bought Pardot, Oracle bought Eloqua and Adobe bought Neolane. Many analysts predicted Oracle’s rival Salesforce.com would purchase Marketo, but […]
Although the stakes for delivering ads across different devices are rising, marketers still struggle to gauge the effectiveness of cross-device ad targeting platforms, which are largely unregulated. Introducing standards on cross-device ad targeting could potentially make it easier for marketers to implement these technologies, but there are numerous issues that must be addressed before 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 Chris O’Hara, co-founder and chief revenue officer of Bionic Advertising Systems. Lately, I have been working on a white paper about the “programmatic direct” phenomenon. Part of the research involved surveying […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Yahoo Tech Strategy On GigaOm, reporter Derrick Harris reviews Yahoo tech strategy over the years with four former Yahoo executives. CEO Marissa Mayer is characterized as bringing a renewed sense of energy to the company. “However, she still must find the company’s core business […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
With holiday sales forecasted to hit $78.7 billion this year — a 15% increase from 2012, according to Forrester Research — it’s no surprise retail marketers are scrambling to get a piece of the seasonal shopping pie. Among the key trends marketers are watching is the forecasted surge in mobile price comparisons and commerce; comScore estimated […]
Nearly six months ago, affiliate marketing specialist VigLink sought to redefine the way businesses pay publishers for in-content links by launching an exchange product to make link bidding — or “link optimization” — more competitive. Unlike most general exchange operators, VigLink is squarely aligned with publishers. By opening an affiliate link to be bid upon […]
Traffic accidents are more orderly than the backend of most websites. At any given moment, a multitude of information fires off a page — information about who a visitor is, where she came from, her operating system or device profile, which ads are being served up, which videos are being played, etc. This has created […]
“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 Goad, CEO at Crimtan. When you think of man vs. machine, the first thing that pops into your head might be IBM supercomputer Deep Blue’s 1997 victory over world chess […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. eMarketer Ups Programmatic Programmatic buying continues its upward trend, with eMarketer revising its estimate from $3.34 billion in RTB spending in 2013 to $3.37 billion. MAGNA GLOBAL expects $3.9 billion in RTB ad spending this year, the highest of all firms eMarketer measured. Improvements […]
Mozilla wants to build content personalization into future generations of its products, and has recruited MDC Partners’ Darren Herman to lead that charge as VP for content services. Herman – a digital agency exec and startup entrepreneur – will head up a brand new Content Services division focused on building out a content experience within the […]
Mobile rewards and advertising platform Kiip is hoping to put a spin on online offers with its new self-serve platform. Tuesday’s launch of the Kiip Self-Serve platform, following a five-month beta period, is intended to enable marketers to serve targeted offers to consumers who complete an activity or other action on a mobile app. The […]
The largest purveyor of Latin American-influenced food products in the United States, Goya Foods has come a long way from the “Goya, oh boy-a!” tagline it popularized in the 1980s. After reaching $1.3 billion in revenue last year, according to Forbes, the New Jersey-based, family-owned and -operated food company will continue to tap its core […]
After several months in beta, Nielsen is finishing its decadelong project to combine audience measurement of TV, online and mobile with its Digital Program Ratings (DPR). The company is winding down a pilot test, running since May, with nine major clients: ABC, CBS, NBC, Fox, CW, A&E, Discovery, Univision and AOL. DPR’s public debut next […]
“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 Rachit Srivastava, Data Scientist at PlaceIQ. Thanksgiving is around the corner, meaning great food, family and, of course, Black Friday. Mobile ad targeting and strategy have advanced significantly this year, and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Email Fandom In reviewing rock bands’ email marketing efforts, The Wall Street Journal’s Hannah Karp says new data from ecommerce music website manager Topspin shows email is the gift that keeps on giving. Karp notes the power of growing fan base loyalty: “Fans who […]
Datalogix has hired a seasoned agency alum to spearhead brand marketing globally, and to strengthen ties to the agency world. Steven Wolfe Pereira, previously the EVP of Publicis-owned MediaVest and managing director of MediaVest Multicultural, comes to Datalogix at a time of great acceleration for the company. The data services provider, which matches its clients’ […]
With his company’s roots in lead generation, Vizury CEO Chetan Kulkarni is unequivocal about the importance of first-party data and the value it can create for advertisers. But, before one can begin using first-party data effectively, Kulkarni suggests defining it. “Let’s say we’re talking about a transaction – for first-party data, you need to ‘map’ […]
The value that Salesforce.com’s solutions bring to marketers, customer experience managers, and sales staff is well-established. But what can Salesforce.com offer for online advertisers? Within the various acquired companies that constitute Salesforce.com’s ExactTarget Marketing Cloud — recently integrated with the Salesforce1 platform — is Social.com. Social.com was made possible when social media commerce company Buddy Media […]
Rocket Fuel’s entry into Japan last year through a partnership with Dentsu subsidiary interactive unit cyber communications inc. (CCI) has helped the Japanese ad shop’s ability to expand its programmatic services, particularly its demand-side platform (DSP) business. Though its programmatic business was essentially nonexistent before teaming with Rocket Fuel, its DSP business has since risen […]
“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 Russell Glass, CEO at Bizo. Smartphones are dominating the mobile market. With 1.4 billion predicted to be in consumer hands by the end of 2013, the most valuable digital real estate in the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Browsing Future Mozilla’s executive chair, Mitchell Baker, talked to CNET about what the company is up to and its expansion into mobile. She told CNET, “One thing that has shifted is the ability to access the abilities of the phone using Web apps. The […]
Google, Zappos Labs, Foursquare and taxi-hailing app Uber talked about the trade-off of consumer data in exchange for better customer experiences during PSFK’s Future of Retail forum Thursday along the San Francisco marina. Uber’s data evangelist, Bradley Voytek, kicked off the exchange with an anecdote about how when he started at Uber, the average wait […]
