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 […]
Mobile app developers rarely use traditional paid media to advertise their products. That might change, according to the mobile advertising firm Motility Ads, which is helping app publishers like King.com, Wooga and SGN create TV commercials to promote their games and drive downloads. AdExchanger spoke with VP of business development Josh Rinsky about the company’s […]
John Sculley, the former Apple and Pepsi CEO, joined David Sable, global CEO of agency Y&R, Jessica Gelman, VP of customer marketing and strategy for Kraft Sports Group (which owns the New England Patriots professional football franchise) and others Thursday in New York for a discussion about the way data has changed the marketing “message.” […]
“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 Marcus Pratt, director of insights and technology at Mediasmith. Some estimate that a quarter or more of exchange media could be fraudulent. This has generated much discussion within the industry, […]
Stephan Beringer is in for a ride. Earlier this week Beringer was named president of Publicis Groupe’s VivaKi Audience On Demand (AOD) trading desk. He succeeds Kurt Unkel, a respected agency leader and progenitor of the trading desk idea, who will exit at the end of February for a hometown job as chief digital officer […]
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. Amazon Q4 In Although Amazon sales were up this holiday season as the company reported a 20% increase in revenue reaching $25.59 billion in Q4, the ecommerce giant still fell short of Wall Street estimates of $26.06 billion and shares plummeted 11% in after-hours […]
Google turned in another reliably solid quarter at the end of 2013, as the only blemish on its Q4 performance was weaker-than-expected results for its Motorola unit. But with that problem largely rectified by the previous day’s news that Google was selling Motorola Mobility smartphone business to Lenovo for $2.91 billion, the earnings results were […]
The 96-year-old Forbes Media has made an aggressive push into digital media. It’s invested in programmatic buying as well as native advertising through its BrandVoice platform. In October, it boasted that for the first time more than half (53%) of its total ad revenue came from digital advertising. The media company’s future has remained murky, […]
BuzzFeed, the ultrapopular purveyor of listicles and viral content, began with a question: “What does it take for something to spread on traditional media without the cost structure associated with traditional media?” The publisher’s CEO and founder, Jonah Peretti, recalled onstage at AdExchanger’s Industry Preview last week the way the company originated as “almost a […]
One of the many highlights of last week’s Industry Preview 2014 conference, which highlighted some of the best and brightest thinking in digital marketing technology, was the “Data Management Platforms” panel discussion moderated by AdExchanger’s Director of Research, Joanna O’Connell. See the panel: Participants included: Scott Howe, CEO, Acxiom Omar Tawakol, CEO, BlueKai Bill Demas, […]
Although vertical ad network Precision Health Media has frequently altered itself during its six years of operation, its rebrand into PageScience to expand its contextual ad targeting categories (like consumer electronics, finance and home improvement) is its most significant pivot to date. PageScience also hopes its new name better reflects the work the company has […]
“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 Prasanta Behera, vice president of ad products at ShareThis. In today’s digital market, buyers need more than the traditional frameworks used to classify ad inventory. Content needs to be treated […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic And News Programmatic takes the blame for sluggish ad sales in a Wall Street Journal piece about the potential glut of new news sites. The WSJ’s William Launder writes, “One industry executive estimated that pricing on standard banner display ads has fallen 30% […]
Although Yahoo CEO Marissa Mayer emphasized the importance of mobile advertising to the company’s growth during Tuesday’s earnings call, she acknowledged that Yahoo’s mobile ad revenue has yet to become a significant portion of the company’s total revenue, which could greatly hamper the company’s future profits. The company’s mobile revenue “is still not material,” Mayer […]
In Q4 2013, Facebook for the first time derived more than half of its ad revenue from impressions served to mobile devices. Mobile ad revenues were $1.2 billion, 53 percent of the overall $2.3 billion in ad revenue it garnered for the period, the company reported Wednesday. It’s a significant milestone for the company, which has long […]
