Most of the advancements that have fueled online video’s recent growth over the last few years tend to revolve around the technical aspects of targeting and placement. But Rapt Media CEO and co-founder Erika Trautman finds placing online video’s value in “sight, sound and motion” overlooks the true power of new media. “What surprised us […]
Beginning about a decade ago, Seattle-based Marchex made a flurry of acquisitions in several digital marketing categories, and then floundered. The company was diversified but undifferentiated, as President Peter Christothoulou describes it. It ran side businesses selling domains, driving leads and publishing a tech vertical through the 2005 acquisition of Industry Brains (recently sold to […]
“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 Cameron Hulett, executive director at EMEA Undertone. When Google revealed plans for its own Internet tracking technology – called AdID – to replace the cookie, it signalled the death knell […]
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. Funding The Valuer PandoDaily made note yesterday of a new $30 million round of funding by digital media valuation company Integral Ad Science. See the SEC filing. Pando’s Erin Griffith references the comScore patent battle that Integral Ads has moved beyond: “After its patent […]
Although China’s mobile users represent the world’s largest smartphone market (research firm IDC predicts China’s smartphone shipments will exceed 450 million in 2014), numerous challenges constrain non-Asian advertisers’ ability to get a foothold. Still, there’s recourse for advertisers looking to break into the Chinese market, largely in the form of partnerships. Chinese mobile advertising is […]
Although marketing industry deal activity was flat in 2013, the sector saw some eye-popping deal sizes, according to boutique investment bank Jordan, Edmiston Group Inc.’s (JEGI) annual review of mergers and acquisitions. In 2012, many of the biggest deals in 2012 tracked by JEGI involved consumer brands (Yahoo, Kayak), with only two marketing industry mergers coming in […]
Marketers looking to account for offline campaign spend are up against a similar challenge as digital advertisers: attribution. Because the measure of success for offline activity is often contingent upon transactional data or the point-of-sale record, more weight is typically assigned to lower-funnel factors such as sales uplift. At the same time, marketers in the […]
While publishers generally concede that brand advertisers will pay higher CPMs for “in-view” ads, there’s less acceptance around the different tools, like Nielsen’s Online Campaign Ratings or comScore’s Validated Campaign Ratings (vCE), designed to determine viewability. The big problem is that the viewability solutions have so far tended to focus on the advertisers, leaving publishers […]
Although Amazon and eBay are retail marketplace giants, the companies supply data and sell media placements in very different ways. These differences, reflected in their respective digital go-to-market strategies, trace back to each company’s origin. EBay’s roots in auction-based, consumer-to-consumer (C2C) business give marketers and advertisers a much different value proposition than Amazon’s original B2C […]
“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. Direct mail is an amazing thing. It costs roughly $750 CPM to put a glossy catalogue in the mail, […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Record Highs For Ad Revenue While you/we were away, a report from the IAB and Pricewaterhouse Coopers revealed that Q3 Internet ad revenues hit a high of $10.69 billion. “These figures reflect marketers’ trust in interactive to deliver,” said Randall Rothenberg, president and CEO […]
The last week of the year is a natural time to look back. To support your data-driven nostalgia requirements, we’ve compiled these 10 “greatest hits” from 2013, an assortment of key developments and memorable interviews from the last 12 months, as reported by AdExchanger. “Behind Amazon’s Pitch To Advertisers” Amazon is actively courting brands and […]
Since 1976, SAS has developed analytics software to extract intelligence from spectacularly large datasets. Much of its dealings occur in financial services, where decisions around fraud, compliance and risk require trillions of computations. But the comparatively recent proliferation of online channels has created a need for rich analytics among marketers. And as the marketing and […]
Years after the major ad holding companies like Publicis, IPG, WPP, Havas and others created trading desks for accessing ad exchanges, Japan’s largest advertising company, Dentsu, finally launched on Dec. 19 its own real-time bidding (RTB) platform, called Dentsu Audience Network. Read the release. Dentsu has been active in developing a programmatic business since 2010, […]
“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 read the recent news about Yahoo!’s opening up guaranteed inventory to Demand-Side Platforms (DSPs), including MediaMath, Doubleclick Bid Manager and The Trade Desk, with enormous interest, but […]
Skills in data-driven disciplines are in high demand, and many marketers are picking up the quantitative skills they need on the job. The problem, said John Deighton, a professor of business administration at Harvard Business School, is that while many marketers obtain quantitative skills as they work, business students, including marketers, are at a disadvantage […]
The IPG Media Lab is a media test kitchen for parent company IPG Mediabrands. Every week, the tricked-out tech playground plays host to CMOs and brand strategy execs that walk its aisles for inspiration on emerging devices and media-types to augment in their marketing strategies. Through a series of informal relationships with media and technology […]
Last summer, analysts and industry players predicted viewability would become the standard metric for display branding performance. But for Jonah Goodhart, CEO of analytics services provider Moat, viewability is a starting point to determine the value of a display placement instead of the tool that will kill the clickthrough. “Two-thirds of all the world’s ad […]
“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 Andrew Casale, vice president of strategy at Casale Media Inc. It goes without saying that increased familiarity with programmatic buying has brought forth a lot of great executions among marketers. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Programmatic Brand The Wall Street Journal looks at the auction for Forbes Media, which is hoping that its positioning as a digital media brand pays off. The WSJ’s William Launder writes, “The path to success for digital media companies, even ones untethered to a […]
Although advances in universal logins and the growing sophistication of marketing stacks give marketers a more complete picture of their customers, several challenges still prevent advertisers from sending consistent cross-channel messages. The largest issues revolve around questions about the match rate of data points and data accuracy, said Alex Andreyev, director of omnichannel marketing at Neo@Ogilvy. […]
Ever more companies on the buy side want to partner directly with publishers. Sell-side platforms (SSPs), ad networks, agencies, demand-side platforms (DSPs), retargeting networks and others have over the last year increased their efforts to gain visibility and direct inventory access. In a recent telling example, WPP Group’s Xaxis programmatic platform absorbed 24/7 Media to […]
Cross-channel marketing software company Responsys has entered into an agreement to be bought by Oracle for a total sum of $1.5 billion, the companies announced Friday. Responsys, which has a customer base of 450 companies, of which many are direct-to-consumer brands like LEGO, Nordstrom, Whole Foods and MetLife, will be integrated into the Oracle Marketing Cloud and […]
It’s that time of year. To get a sense of what’s coming in 2014, we reached out to some senior marketers with a single, open-ended question about the coming year. “What new consumer or technology trend do you expect to see in 2014 that will change your marketing strategy?” The below response is from Scott […]
“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Tom Shields, Co-Founder and Chief Strategy Officer of Yieldex, an analytics tools provider for sell-side, yield optimization. Being a premium publisher these days is a lot like being a baker. If you’re a baker, your content […]
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. Now With More Engagement Google has expanded the capabilities of its Engagement Ads, which run on the Google Display Network, are offered on a CPE (cost per engagement) basis and are more interactive than static banner ads. Engagement Ads now run across mobile devices […]
Driving continued mobile app engagement is a continuing challenge for businesses — and the stakes continue to rise. Mobile app downloads will reach 102 billion in 2013, up from 64 billion in 2012, according to a September report from Gartner. The research firm also said that in-app purchases will account for 48% of app store […]
A change has happened among creative agencies in which they’re now using cloud-based solutions to develop their in-house creative ideas. Part of this has to do with the changing demands of business clients and the growing acceptance of crowdsourced content for marketing purposes. “Agencies are now being tasked with delivering high-quality content at a price […]
