For B2B marketers, a common challenge is understanding which marketing programs contributed most to overall revenue. Although marketers may have insights into overall campaign performance, the combination of a variety of channel programs and high volume of historical data makes taking predictive actions, as opposed to reactive ones, a little more complex. NetProspex, a provider […]
From jingles to pop songs, music is one of the oldest advertising vehicles in a marketer’s tool kit. But while most brands use songs in a blanket approach, the New York City-based startup F# (pronounced F-sharp after the music note) is offering ways for brands to create song-infused ads that can be directed at specific […]
“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 Brian Stempeck, senior vice president of strategic business development at The Trade Desk. Editor’s note: This is an updated version of a previously published column. Quick! Name a single 30-second […]
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. Data Confusion Marc Guldimann, co-founder and CEO of Enliken, makes the case for why behavioral advertising is different from information collected by the government for surveillance purposes. In a column for Quartz, Guldimann points out that the types of information and methods are extremely […]
Google turned in another reliably strong quarter in Q3, as revenues were up 12% over the previous year. But despite its status as a display ad leader battling it out with Facebook for dominance of the space, network revenues made up a smaller share of the search giant’s total sales. Read the earnings release. The […]
Supply-side platform PubMatic has created an advisory unit as it looks to differentiate itself from other publisher technology providers. As CEO Rajeev Goel tells it, publishers’ use of programmatic is expanding in a variety of ways and many want to take more control with a “do-it-yourself” sensibility. “Our industry is at a tipping point, as […]
Oracle has acquired cloud content marketing platform Compendium for an undisclosed sum. Oracle, which bought marketing automation company Eloqua for $871 million last December, has since formalized that deal into the Oracle Eloqua Marketing Cloud and has plans to improve “top-of-the-funnel” customer engagement with its acquisition of Compendium, according to the company. These moves are […]
Facebook has made steady progress on closing the loop between media spend and consumer transactions, according to Brian Boland, the company’s VP of ads product marketing. “Digital marketers expect accurate reach,” Boland said in a presentation at the DMA 2013 annual summit in Chicago this week. More and more are “expecting proven results. They’re now […]
Jeff Lanctot, who stepped down as global chief media officer at Razorfish in August, has a new gig. The seasoned digital-agency (and briefly, Microsoft) exec will take the reins at Mixpo. A longtime board member at the Seattle-based video ad server, Lanctot was immediately sought as a candidate to run Mixpo when CEO Anupam Gupta […]
HP Autonomy, the British software maker that Hewlett Packard acquired two years ago for $10.3 billion and wrote down in a multibillion-dollar loss, is hoping to erase some of that bad press with its new HP Digital Marketing Hub. The Marketing Hub is a cloud-based interface that lets marketers identify customer segments, build prescriptive models […]
“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. Lately I’ve had many conversations about the digital advertising market and how it’s evolving. The most-asked question: “Who will win the battle over […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Mondelēz Targeting Offline Impulse snack buys are a data opportunity for Mondelēz International, which is working on “smart shelves” that will use sensors to gather basic information, such as age and gender. The Raw Story’s Travis Gettys reports that information could be used to […]
For all the talk of “programmatic direct” and bringing more automation to display ad sales, the future is bleak for the human element of ad sales, said IDC analyst Karsten Weide, who predicted that 80% of total US display sales will be sold via real-time bidding by 2022. Read the report [pdf]. In a presentation […]
Refinery29 has raised $20 million in Series C funding from Stripes Group to expand its category coverage and technological clout. The round brings its financing total to $30.4 million. What began as a grassroots fashion discovery portal for emerging brands and designers in New York, the city where high school friends Philippe von Borries and […]
Retailers are pouring more money into Facebook’s ad products and driving up CPM costs, according to a new report from Nanigans, an ad platform and Facebook Preferred Marketing Developer partner. The report is based on data from more than 100 online and brick-and-mortar retailers over the first nine months of 2013. CPMs of Facebook ads […]
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tyler Fitch, founder of Yield Coalition. When I first started managing remnant yield for large websites, everything seemed to be cut and dry. You had your ad server, maybe an exchange, and you worked directly with […]
Brand Networks, a social marketing firm focused on large retail clients, has acquired rival Optimal Inc. for $35 million. The deal brings together two early movers in Facebook’s Preferred Marketing Developer (PMD) program, each adept in its own way at seizing the social opportunity. In Brand Networks’ case, the strategy has been to focus on […]
Nearly a year after exiting Yahoo on less-than-amicable terms, Michael Katz, one of the founders of targeting and data provider interclick, is back on the scene with a new startup called mParticle. Billed as a mobile data platform, mParticle has secured a $3 million seed round from Google Ventures, Buddy Media’s Mike Lazerow and digital […]
“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 Andrei Dunca, co-founder and chief technology officer at LiveRail. Just a few years ago, consumers used numerous apps on their desktop computers, such as Winamp for music, Windows Media Player […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Facebook Site Retargeting Facebook is launching another retargeting tool, separate from FBX, that will allow a website owner to serve ads on mobile and desktop via custom audiences. It’s like the Facebook version of Google AdWords site retargeting, but it’s called Website Custom Audiences. […]
A year after Yahoo CEO Marissa Mayer said there was more potential “upside” for the portal’s revenues in search than display, its Q3 performance suggests it will not reverse its declines soon. Among the topline results in Yahoo’s Q3 (read the earnings release): GAAP display revenues fell 7% to $470 million. Last year, this percentage […]
The convergence of creativity and technology is shifting the dialog between consumers, agencies and brands. An on-stage discussion at the DMA 2013 conference in Chicago attempted to chart that shift by answering the question, “Does data drive the big idea or vice versa?” On the panel were Doug Bryan, a principal engineer at RichRelevance; Ben […]
A significant update to Adobe’s Analytics suite seems almost on cue from Google, which recently formalized data-driven attribution modeling for Analytics Premium users. One new feature, Anomaly Detection, helps users identify statistical anomalies in their marketing data — useful for incident detection or to expose new areas of opportunity. “The more advanced feature we’re announcing […]
As part of Microsoft’s entry into the world of online “offers” with a product known as Bing Offers, Microsoft recently announced a new enhancement called “Bing Offers Card-Linked” (see the Microsoft blog post). The product brings together transaction processors such as First Data with payment networks like MasterCard to address consumer audiences with offers fueled by […]
The lawyers may be scurrying and the deal fees mounting, but Omnicom and Publicis are still on track to complete their $35 billion megamerger by early 2014. The companies are making slow but steady progress on achieving regulatory approval for the deal, Omnicom CEO John Wren told investors on the company’s Q3 earnings call this morning. […]
Analytics provider Metamarkets has named Criteo Managing Director Jacob Ross as chief revenue officer, a new position as the company has doubled its staff in the past year. Jacobs’ hire, which gives Metamarkets 40 employees, comes after two other additions at the executive level in August, when the company brought in Rubicon’s Ron Claypool as VP […]
“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. When Acxiom announced the release of its Audience Operating System (AOS) in late September, I expected it to make a bigger splash. Likewise when Experian acquired digital data […]
Krishna Subramanian, the chief marketing officer of the mobile marketing agency Velti and co-founder of ad exchange Mobclix, which Velti acquired, has resigned from the troubled agency. In an email, Subramanian writes, “As many of you already know I have moved on from Velti. I am grateful to have co-founded Mobclix and humbled by the part […]
“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 Anand Das, co-founder and chief technology officer at PubMatic. It’s only October – way too early for end-of-year summaries – but one thing is already certain: 2013 marks the beginning […]
