Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Real-Time Branding Twitter’s got one thing that a lot of brands need: real-time data. Mondelez is creating a partnership with Twitter, according to Emily Steel of the Financial Times, that will embed Twitter staff in Mondelez offices in Brazil, India, the United Kingdom and […]
Is big data “too big” a challenge for marketers? This was a question posed to panelists today at the Financial Times’ Future of Marketing Summit, where a crowd of brand advertisers, agency execs and marketing and ad-tech vendors converged at The Metropolitan Club in New York to talk industry trends. “There’s never too much data […]
In Facebook’s last earnings call, Sheryl Sandberg surprised some by saying the Facebook Exchange “is actually a very small part of our business.” That may be changing, as the company pushes more ad space into its RTB marketplace — and there are signs mobile News Feed inventory is waiting in the programmatic wings. “We believe FBX […]
Leveraging customers’ behavioral data is a crucial component of a mobile campaign, but it continues to be a challenge for most companies. One mistake marketers make is relying on a narrow perspective of their customers, pointed out Martin Lange, executive marketing director of digital strategy and global head of the Mobile@Ogilvy division of Ogilvy and […]
IBM’s launch today of a 100-partner-strong Digital Marketing Network will secure access to a slew of ad-related platforms for IBM Digital Marketing Optimization users. Certified digital marketing partners include a number of DMPs, DSPs and search marketing providers like BlueKai, Criteo, Turn, Marin Software, DoubleClick Search and x+1. This appears to be a move on […]
Twitter’s acquisition of mobile supply-side platform MoPub this week could pave the way for more activity and something close to standard business models in the nascent mobile exchange space. Established desktop exchange players like the Rubicon Project and PubMatic, which have expansive networks on the sell side, have struggled to retrofit their existing platforms to […]
“Brand Aware” is a column on the data-driven digital ad ecosystem from the marketer’s point of view. It is written by Bob Arnold, director of digital and social media at Kellogg Company. This Brand Aware column aspires to narrow the knowledge and understanding gap between advertisers and ad-tech companies to ultimately grow the ad-tech space. Today’s […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Adobe’s Cloud In an attempt to make testing across all platforms simpler, Adobe is rolling out changes to Adobe Target (was Omniture Test and Target), ZDNet reports. Some major updates include mobile app optimization that will allow marketers to “deliver different, targeted experiences to […]
Digital ad veteran Brian McAndrews has been named chairman, president and CEO of streaming music service Pandora. He replaced Joe Kennedy, who announced his intention to retire in March. (Read the release.) McAndrews built one of the first digital agency networks at aQuantive, where beginning in 1999 he began rolling up firms including Razorfish, Avenue […]
Videology is working with video analytics provider TriVu Media to weave in additional layers of contextual targeting that will appeal to TV media buyers. “In TV, everyone has always used context to approximate audience,” CEO Scott Ferber said. “We’re dealing with five decades of that mentality and it’s a hard one to break. Plus, everyone’s always […]
Despite the recent flurry of mobile acquisitions, marketers are still somewhat in the dark when it comes to defining objectives for their mobile campaigns and deploying analytics tools to help them measure cross-channel reach, one study suggests. In a survey of agencies, vendors and 228 marketing professionals, the study by Forrester Research determined that 37% […]
Twitter’s acquisition of mobile ad exchange MoPub came within two weeks of its acquisition of social TV analytics Trendrr and the wide release of lead-generation cards. These staccato moves, according to one Twitter Ads API partner company, are exactly what Twitter needs to counter Facebook’s aggressive pipeline of ad products. “They’re doing a nice job […]
Scale continues to be one of the most challenging aspects of native advertising, and a growing number of companies are working to solve it. As advertisers look for solutions, a number of trends are beginning to emerge, according to a new report from the research firm Altimeter Group. “We’re seeing two fundamental ways that 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 Ted McConnell, an independent consultant in the digital marketing space. Six years ago, a brand manager approached me with a request for her new online campaign. “We need more reach,” […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Your Ads Are Going Public Content-recommendation firm Outbrain is taking steps toward an IPO, including hiring its first CFO, Jeff Davison. According to paidContent, the company will make an estimated $130 million in revenues this year. Israeli news outlets, including Haaretz, are reporting that […]
Twitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy. In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well — perhaps with its own user data thrown into the mix. “Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast […]
Buying MoPub does a few things for Twitter, potentially. It adds $100 million in 2013 revenue to Twitter’s income statement in the months leading up to a probable IPO. It creates an opportunity to monetize Twitter’s valuable data “off-platform” through an internally run mobile exchange. This could work by creating BlueKai-like data segments that would […]
“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 Kristine Welker, vice president, publisher and chief revenue officer of Dr. Oz Magazine at The Hearst Corp. I just embarked on my third startup, and it is as thrilling as […]
Marketers should broaden their view of the price-sensitivity spectrum or risk missing out on valuable consumer behaviors that impact their media buys, one study suggests. According to “Using Advertising to Engage the Price Sensitive Consumer,” a report published by dunnhumby, brands could be making a mistake by failing to dig deeper when it comes to […]
More than half of connected TV consumers use the apps on their set to view free, online videos and browse the web, a survey by electronics maker and video ad tech firm YuMe finds. To a lesser degree, these consumers — half of them, to be precise — are using their so-called smart TV apps […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Trending On Facebook Facebook is testing new ways to capture trending topics based on public discussions, much the way Twitter does. The initial partners, according to a Facebook blog post, will include Buzzfeed, CNN, NBC’s Today Show, BSkyB, Slate and Mass Relevance, with plans […]
Twitter has acquired MoPub, which provides ad management services to thousands of mobile publishers. The move gives Twitter considerable advertising reach in mobile, including real-time bidding inventory through MoPub’s Marketplace mobile ad exchange. Kevin Weil, Twitter’s VP of Product for Revenue, wrote in a blog post: “The two major trends in the ad world right […]
Real-time ad platform Rocket Fuel amended its S-1 Registration statement (see it) to go public and revealed how much it will raise and how much it will be worth should all go according to plan. The answer according to NASDAQ: “$102 million by offering 4.0 million shares at a price range of $24 to $27. […]
Intel Capital, the venture-capital arm of early HookLogic advertiser Intel, has invested $14.3 million in the ecommerce search-advertising company through a Series-B round that included some support from Bain Capital Ventures and former AdMeld CEO Michael Barrett. HookLogic, which recently launched a bid marketplace for ecommerce advertisers called the Retail Search Exchange, powers brands and […]
Critical Mass has lasting expertise in analytics. The digital agency specializes in optimizing websites and other user experiences by placing data at the center. For some clients, such as Nissan, it acts as the measurement hub for all shops in the roster. The agency’s Marketing Science group is led by Shaina Boone, who oversees about 30 […]
“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 Lauren Moores, vice president of analytics at EveryScreen Media, a Media6Degrees company. Celebrities know they’ve hit the big time when the paparazzi camp out on their lawns and the tabloids […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Media Riptide You may want to set aside next weekend for this. Nieman Journalism Lab has released a tome called “Riptide,” chronicling media’s transformation brought on by digital in the past 30+ years. Among the many media honchos, Business Insider’s Henry Blodget is positioned […]
Not to be outdone by the brick and mortars, eBay announced today its acquisition of Seattle-based pricing research and data firm Decide.com for an undisclosed sum. Decide.com applies what it calls “patent-pending machine-learning and text-mining algorithms” to an avalanche of price points to connect consumers to highly rated products and services. Users gained access to competitive pricing […]
Independently owned-and-operated outdoor specialty retailer Rock/Creek has realized early return as one of Twitter’s early beta advertisers. The brand was founded 25 years ago as a Chattanooga-based canoeing company. It operates five standalone stores in addition to an ecommerce platform, but has yet to mobile-optimize its site. Fifty-one percent of retailers cited this very optimization […]
While audience measurement giants Nielsen and comScore have scrambled to meet online ad industry demands around TV’s gross ratings points, WPP Group’s Kantar Media has concentrated more narrowly on “return path data” – metrics derived from pay TV boxes. While talk of addressable TV (aka advanced or “targeted TV”) has floated around for over a […]
