Video ad players like Tremor, YuMe, BrightRoll and Videology are quickly evolving from their ad network beginnings to serve both buyers and sellers in a unified programmatic marketplace. Adap.tv is one of those working to create a video ad marketplace with an end-to-end tech stack. The premise is to serve the demand side and 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 Chris O’Hara, Chief Revenue Officer at NextMark. The ideal advertising yield curve for digital display is basically a classic marketplace-yield curve. It starts at the top left, with premium inventory capturing […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. eBay Refining Search eBay continues to reinvent itself by rolling out a new search engine and refocusing its brand from just an auction site to a “global commerce platform.” In an interview with Wired, eBay’s Chief Technology Officer, Mark Carges, said, “It wasn’t just […]
Specialty retailers are getting especially good at weighing the value of consumer behavioral targeting, but still have room to grow when it comes to mobile and, surprisingly, email strategies. According to L2’s newly released Digital IQ Index for Specialty Retail, more than half of specialty retailers are engaged in Facebook advertising, with “the majority of […]
In its latest move to simplify its ad products, Facebook is upgrading its Ads Manager Reports with more data and reporting features. Among the changes: It will now provide reach and frequency metrics that can be segmented by age, gender and country. “By giving these kinds of demographic insights, marketers will be able to look […]
Mobile real-time bidding may still be an emerging technology but the vendor landscape is already crowded. As platforms with similar features and functionalities continue to pile up, uncovering a reliable solution gets increasingly difficult. For PC and mobile game developer Aeria Games, simplicity and the ability to quickly scale campaigns were key differentiators. “If you’ve […]
“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 Marc Grabowski, chief operating officer of Nanigans. Customer acquisition and customer retention have historically lived in separate silos within marketing organizations. Those days are ending: CEOs and CMOs are beginning […]
“Paths to purchase are not linear or rational. The planning of the trip is not the journey. And the customers’ starting point is often not where we believe the starting point is. The funnel has morphed into a journey map. The question is, ‘How do we organize around this journey to support people along the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. War Of The Cookies If browser company Mozilla accomplishes nothing else with its intention to block third-party cookies by default, it at least got people talking. This time it’s IAB’s Randall Rothenberg who criticizes Mozilla for its efforts, saying, “It is not a clearinghouse […]
“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 Bill Duggan, group executive vice president at the ANA (Association of National Advertisers). In marketing procurement, industry stakeholders have been repeating many of the same conversations for years. It’s […]
London-based AD-X Tracking is seeking to shed light on mobile ad campaign expenditures and has revved up its global presence with new offices in San Francisco and Berlin. Founded in 2012, AD-X helps clients such as eBay and Expedia.com track in-app clicks and downloads, along with mobile campaign performance spanning search, SMS, social, email and […]
Seven-year-old mobile agency M&C Saatchi Mobile offers strategic consulting, mobile production, and mobile paid media services. The London-based firm, part of independent agency network M&C Saatchi, employs about 75 staff, and its paid media efforts are focused on direct-response campaigns. Eric Mugnier came to New York in 2011 to open M&C Saatchi Mobile’s first US […]
“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 Patrick Jones, head of Facebook partnership at Datalogix. Earlier this year I had a meeting with a major brand’s head of digital to explain that it was now possible […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Shaving Performance Convertro is helping Dollar Shave Club attribute performance offline — on TV — says a new article from Ad Age’s Kate Kaye. She explains that Convertro “measures direct navigation to advertiser websites, or searches by brand, comparing the number of those actions […]
Centro is bringing mobile and tablet ad inventory to its programmatic display ad serving system, called Brand Exchange. Publishers and agency trading desks AdExchanger spoke with view the offering as a way to further unlock the largely untapped local ad market. While mobile and tablet usage is growing, it’s still a mere fraction of the […]
Demandbase used to focus exclusively on optimizing website content based on the company an inbound visitor works for. As we noted late last year, it has expanded to push that IP-based business data into RTB buys. In an update on the business, CEO Chris Golec tells AdExchanger about 25% of customers have used the new […]
Last week in Cannes, global leaders from the five biggest holding company trading desks convened for a panel discussion hosted by the Rubicon Project. The event took place on a rooftop against the backdrop of the Mediterranean Sea, while on the sidewalk below creatives scurried between beach parties and celeb-packed sessions at the Palais des […]
“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 Serge Del Grosso, Media Director of SapientNitro. Digital-media planners are facing increasing pressure, and not just from their usual heavy workloads. There’s also all the pressure from the new […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Unparting The Clouds Oracle and Salesforce may be transitioning into a new phase of co-opetition – or maybe you prefer “frienemies”? The New York Times breaks the news, “Next week, according to people familiar with the agreement who were not authorized to speak on […]
Disagreements continue between the advertising industry and privacy advocates as advertisers point to potential weaknesses in the “Cookie Clearinghouse” project that Mozilla, maker of the Firefox browser, and the Stanford Center for Internet and Society’s have unveiled. The Cookie Clearinghouse promises to create two lists of domains: one for those that browsers would permit to […]
After stints running TV media sales software INVISION and heading corporate development for ad exchange operator AppNexus, former AOL executive Lynda Clarizio is joining investment bank Berenson & Co. to help expand its digital media dealmaking portfolio. Read the release. The post puts Clarizio on the other side of the M&A table from her 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 Anthony Katsur, CEO of Maxifier. Want to target your online ad to men living in Wisconsin who like to read about politics, are researching a vacation in Hawaii, have […]
WPP Group digital agency Possible hopes to bulk up its targeting and performance-based advertising abilities to bridge earned and paid media channels by partnering with Google’s social technology tool, Wildfire. Read the release. Jason Burby, Possible’s chief performance marketing officer, cited Wildfire’s recent integrations with Google Analytics and DoubleClick as the chief reasons the agency […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Paywall Momentum Shifting attitudes toward digital news are finally making online publishing a more lucrative business. So says Robert Picard, research director at the Reuters Institute for the Study of Journalism, who tells the Guardian that people seem to be more willing to pay […]
In what ways do the various components of digital marketing intersect and how can a company use that knowledge to its advantage? Gartner asked itself those questions and came up with the “Digital Marketing Transit” map, which resembles the map of the London Underground, with color-coded routes bearing names like mobility, analytics, and ad tech […]
Today in Cannes, Tumblr CEO David Karp sat down with me to discuss his views on advertising and the work Tumblr and Yahoo are doing there. “They’ve got more than a decade of real powerful ad tech under their belt,” he said. “This is very likely an opportunity for us to move much faster 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 Adam Heimlich, a digital consultant currently under contract with Accordant Media. If you own an ad-tech company, you probably envision the service layer of your offering as a very […]
Streaming video distributor Ooyala, one of the first video technology companies to take advantage of Twitter’s addition of rich media embeds into users’ feeds, is working on similar integrations for LinkedIn while expanding its publishers’ abilities to post and target live video on Facebook, the company told AdExchanger. “As you get beyond the mainstream TV […]
“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 Mitch Weinstein, Senior Vice President of Ad Operations at UM. In light of Mozilla’s announcement that it will block third-party cookies on an upcoming version of Firefox, the buzz […]
