“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. The third-party ad server provides an enormous benefit to the digital media industry, while creating significant value in the ad-tech space […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Millennial Measurement Millennial Media and Placed are teaming up to bring measurement tools to mobile. The new product will be called Omni Measurement Solutions and will allow advertisers to measure foot traffic, purchases and impact on high-funnel activities. “The product we’re working on with […]
AOL finally answered the question “What is a programmatic upfront?” by saying it would put its money where its mouth is: starting in 2014, it will make its reserved, guaranteed inventory available through its automated platforms for the first time. The portal lined up an array of advertising partners, noting that five of the six […]
As marketers, ad-buyers and CMOs are increasingly asked to defend their spend, a “consistent data framework” that surpasses the boundaries of channel will be one way to help them win budgetary battles, according to one exec. Josh Herman, VP of partner and product strategy at Acxiom, joined executives from eBay, Datalogix and Nielsen Catalina Solutions […]
While online video continues to grow, it’s becoming less certain that media buyers are ready to shift their focus demonstrably away from primetime TV. That’s not to say companies in the video space aren’t trying to make the movement between PC, mobile and TV screens more seamless. “We’re seeing single-digit ad dollars starting to move […]
Spotify, the ad-supported music streaming service, has barely scratched the surface of its advertising capabilities, but the 7-year-old company is treading carefully. The streaming service is up to more than 24 million active users, a quarter of whom are premium subscribers, and earned $577 million in total revenue last year. Part of the Stockholm-based company’s […]
Google is not the only company working on “cookieless” data technologies. Acxiom is launching a new data-management platform this week that ties in numerous data sources for cross-channel and cross-device ad targeting. Called Audience Operating System (AOS), the offering consists of three “layers.” The first is a data layer that combines Acxiom’s data points from […]
Twitter is in New York this week talking up Amplify, which is at the heart of the company’s monetization strategy around broadcast content. The Amplify program offers audience extension for TV networks by letting them tweet short video clips such as sports replays minutes or seconds after their on-air broadcast. Broadcast advertisers can “ride along” […]
Advertisers that push paid media with organic content on Facebook are driving measurably higher results than singular social efforts, one report has found. But the success of a campaign can vary greatly by post type. According to new ShopIgniter data released in August, “The 2013 Social Rich Media Benchmark Report” reveals more retailers and brands […]
“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 Lung Huang, vice president of digital advertising, global partnerships, at dunnhumby. As the hit TV show “Breaking Bad” winds down, “Breaking Bad Media” is just beginning. On screen, high school […]
Now that fall is here, interest segments such as back-to-school, traveling, and fantasy football are on the top of people’s minds—and many are on the radar of programmatic buyers, according to data from ChoiceStream. The company, which provides programmatic media buying, looked at the average price of RTB inventory for August 2013, and compared the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Twitter Second-Screen Ads As part of Advertising Week in NYC this week, Twitter will be talking up its TV products. The Wall Street Journal reports on the microblogging company’s second-screen product, Amplify: “With Amplify, networks post short video replays on Twitter in near-real time. […]
AdExchanger asked industry leader and Mediaocean CEO Bill Wise his “take” on today’s Initial Public Offering (IPO) for real-time ad platform and services company, Rocket Fuel. The IPO netted Rocket Fuel $116 million and valued the company at approximately $1.8 billion at market close (stock quote). Bill Wise: On Rocket Fuel doubling and worth nearly […]
Twitter significantly boosted its advertising profile last week, acquiring mobile ad exchange MoPub and filing (confidentially) for an IPO. The San Francisco-based company is expected to bring in $583 million in advertising revenue this year, and $950 million in 2014, according to eMarketer. It also earns additional revenue by selling the data in its “fire hose” or […]
Rocket Fuel is living up to its name in its first hours as a public company. After going public at $29, the high end of its range, the share price more than doubled to $62 by late morning. Since then it has fallen back to $55.50, as of noon EST, a 91% gain. The running […]
A “significant jump” in the number of advertisers tapping into programmatic platforms – 39% of advertisers now take advantage of these technologies – indicates interest is on the upswing on the buy side. According to the Online Advertisers Survey Report 2013 by digital marketing research company Econsultancy in partnership with Rubicon Project, the number of […]
Advertising across devices and bridging the gap between online and offline campaigns should be key components of every marketer’s strategy, according to Lisa Utzschneider, Amazon.com’s global VP of sales, who outlined the ecommerce giant’s marketing tactics yesterday at the Dmexco conference. Amazon’s customer strategy is based on three rules: “Start with the customer and work backwards, […]
“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 Dina Zelikson, senior marketing manager at Intuit. Music often permeates conversation at work, and while remarking on the recent proliferation of niche genres with a colleague, we joked about the merits of […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Counting Audience Second-screen viewing, mobile TV viewing –they’re all gonna get counted by TV audience counter Nielsen according to an article in The Wall Street Journal. The WSJ’s Suzanne Vranica and Amol Sharma write, “Next week Nielsen will announce plans to augment its TV […]
By Kelly Liyakasa, John Ebbert, and Zach Rodgers It’s a big week for the “programmatic IPO.” Rocket Fuel begins trading publicly tomorrow on NASDAQ under the ticker FUEL. French retargeter Criteo meanwhile has filed its F-1, with detailed information about its financials. Since the performance of these two IPOs could set the tone for ad tech […]
Pinterest is getting closer to formal ad products with the announcement today that it’s experimenting with promoted pins for select businesses. Although Pinterest co-founder and CEO Ben Silbermann noted promoted pins won’t be “flashy banners or pop-up ads,” and that it’s not a paid product, yet, Pinterest looks to be finding more ways to commercialize the […]
Facebook engineering director Andrew Bosworth informed marketers that “mobile is the ultimate branding device” and that “brands are more important than ever before” as he kicked off day two of the Dmexco conference today in Germany. In his opening keynote, Bosworth drew a comparison between 19th-century travelers, who had very little information about the places […]
In January, lodging chain Motel 6 began beta testing a new display-ad product from IgnitionOne. Called Spot, the tool offers predictive analysis of real-time bidded media placements. While IgnitionOne was primarily known for its remarketing abilities related to search, its general abilities had enough appeal to Motel 6 to put it to work on its wider […]
Gigya, a SaaS-based platform connecting brands to permission-based consumer identity and behavior data, has raised $25 million in funding led by Greenspring Associates, bringing its investment total to $70 million, the company said. Before the latest round, Gigya had raised $45 million to date from a number of investors since its founding in 2006, including […]
“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 Turner, head of international at Adaptly. For a long time it’s felt as though the traditional digital agency and ad-tech vendor model has been strained. The major driving force […]
This year’s Dmexco conference in Cologne, Germany, has drawn roughly 26,000 attendees, vendors and other visitors. Yesterday they streamed into the standing-room-only Congress Hall to listen to a panel with Criteo President Greg Coleman, Aegis Media Americas CEO Nigel Morris and Google’s managing director of media platforms for northern and central Europe, Damian Lawlor. Rounding […]
“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 Ari Paparo, SVP, product management at Bazaarvoice. From 2004-2010, Paparo was an executive with Google’s DoubleClick unit. There is a lot of news coverage and blog analysis responding to a USA […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. The Confidential Benefit The ability to file an IPO confidentially is a great asset to advertising companies, according to Tim Peterson at Ad Age. Some examples include Marin Software, Tremor Video and YuMe, all of which filed confidentially, giving them time to develop their […]
Shell may bear the label “Big Oil,” but the global brand is not neglecting paid campaigns on the local level. Like many, the company is carefully testing performance of its owned vs. paid media channels. An interesting example can be seen in its use of dynamic video creative to drive people to regional events. “To some, […]
