Marketing automation platform Silverpop’s recent push into revenue analytics for B2B marketers culminated Tuesday in the launch of Marketing Automation for Ecommerce. The product addresses a multitude of B2C needs, at the core of which is the ability to tie email to revenue. The problem with attributing email to purchase activity is that a customer […]
Consulting activity around marketing technology continues to gain steam, with interest coming both from small boutique firms such as Unbound Company and Freestyle Consulting (both established by former Mediabrands executives) and large established advisory companies such as Deloitte and Accenture. The latest company to join the fray is Concept Corridor, a one-man consulting play founded […]
Visible World, which has been developing addressable TV technology since 2000, claims to cover nearly 90% of cable TV households in the US through its targeted ad products. The company has developed a video and TV campaign platform used by advertisers directly or by distributors to sell to advertisers. That same platform is now being […]
“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. For all our industry’s talk about 1:1 communication between companies and consumers, the question – “Is it worth it?” – still looms large for many marketers. 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 Sebastien Blanc, general manager, US, at Struq. Considering the number of channels where marketers can spend their budgets, understanding and proving a return on ad spend (ROAS) is vital. If […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Preeeemium Guardian Media Group CEO Andrew Miller is crowing about his company’s latest results as display ads take center stage. The company is apparently about to report its biggest rise in revenue since the financial crisis in the late 00s. Miller tells the FT, […]
Much of the debate about the convergence of digital video and TV advertising has centered on budget and measurement. Members of the advertising industry have wondered whether digital video would cannibalize TV ad dollars and to what extent the right metrics are in place to effectively execute cross-platform video buys. A report from Nielsen and […]
Google’s publisher business is on a tear. Last week it struck two private exchange deals with Time Inc. and the 42-member Local Media Consortium. Google will support programmatic direct sales for these sellers and provide wider access to their quality inventory for global media traders such as trading desks at Publicis Groupe’s Vivaki AOD or […]
Adap.tv, acquired by AOL six months ago, unveiled on Monday a new add-on to its Audience Path demand-side platform (DSP), called Audience Path for TV, to let advertisers and agencies apply more data to their linear TV ad buys. The release capitalizes on a trend in which data-driven ad buying on linear TV presents opportunities for […]
Palo Alto and Paris-based startup Ifeelgoods is betting consumers will gravitate toward personalized offers over traditional loyalty concepts like deep discounts. The digital rewards network founded in 2010 has launched a Personalized Offers Platform for marketers and established a strategic partnership with VivaKi for an initial rollout to Publicis Groupe agencies Razorfish, Digitas and Performics. […]
“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 Jean-Baptiste Rudelle, CEO and co-founder at Criteo. Digital advertising moves quickly — sometimes too quickly. The market and technology has evolved significantly over the past five years to drive the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Video Acquisition Over the weekend, Ryan Lawler said in TechCrunch that, according to his sources, Comcast will buy video platform Freewheel for $320 million. Lawler explains, “Comcast, of course, is interested in owning the technology for its own video ad platform. That said, FreeWheel […]
One of the key strengths of a business is knowing when to pivot. For demand-side audience-targeting platform ChoiceStream, that involved switching from product recommendation software to programmatic advertising services in 2011. Eric Bosco, formerly the company’s COO, took the reins as CEO last May. AdExchanger spoke with Bosco about the company’s transition. AdExchanger: Where does […]
You could say digital entrepreneurship runs in the family. Zach James cofounded Movieclips.com in 2009 before embarking on his latest venture into video with Zefr, which helps brands and networks manage and monetize their YouTube video assets. James is also the brother of Josh James, founder of Omniture (which was sold to Adobe Systems for […]
Solutions that analyze various data points such as device types, location data from an ad request, operating systems and other data to evaluate matches between users and devices are gaining traction. For instance, AdMobius, which offers probabilistic solutions, is rumored to be an acquisition target. But pinning down the accuracy rate of probabilistic solutions continues […]
“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 Eli Portnoy, general manager at Thinknear. Job listings always include requirements, such as a minimum level of experience, a degree in a related field, fluency in certain languages or residence […]
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 […]
