Lego’s Charles McLeish said the brand’s first attempt at measuring marketing effectiveness began six years ago and is a constant work in progress. “We are not limited to screens,” he said during the Advertising Research Foundation’s Industry Leader Forum this week in New York. “TV and online video are a big part, but we also […]
SpotXchange, a video-marketplace operator focused on the supply side, is the latest private marketplace provider to add Deal ID functions to its offerings. Deal IDs, still mostly associated with general display, are an attempt to make exchange buying friendlier to publishers that want to set reserved inventory aside for specific buyers (or categories of marketers). […]
New mobile apps continue to flood the marketplace, making it harder than ever for developers to capture installs and repeat use. Pinsight Media+, a Sprint-owned company that provides mobile advertising services, is betting it can help them stand out as native ad units on Sprint Android devices. Through a partnership with mobile ad network Millennial […]
“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 David Serfaty, director of social advertising at Matomy Media Group. Is Facebook failing marketers? The answer is yes, according to the conclusion of a surprising new report from Forrester Research. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Around Ads With Subscriptions The Financial Times has reached a new high with subscribers at 629,000, a 5% increase year over year, according to The Guardian’s Roy Greenslade. Although the company continues to struggle with ad sales like most print publishers, the company has […]
Facebook reported its third quarter financials today, which included continuing growth in ad revenue, particularly its mobile ads. The company pulled in $2 billion in total revenue for the third quarter, a 60% increase from $1.3 billion in Q3 2012. Its ad revenue was $1.8 billion, a 66% increase from the same quarter last year. […]
In its first digital marketing acquisition since buying TargusInfo in 2011, Neustar has acquired data management platform Aggregate Knowledge for $119 million cash. (press release) AK’s total funding to date is $63.7 million. As a communications infrastructure provider in the US and Canadian telco space, Neustar has access to a large dataset of telephone numbers […]
French retargeter Criteo has officially gone public, and would seem to be riding the same wave of algorithmic enthusiasm that buoyed Rocket Fuel’s IPO last month. Within an hour of beginning trading on NASDAQ at $31 per share, CRTO jumped 33% to $41. The price puts its market cap is $2.26 billion — about on […]
At the Advertising Research Foundation’s Industry Leader Forum yesterday in New York, one point of contention was around marketing mix modeling. Marketing mix modeling is “a core part of our decision-making,” remarked Patrick McGraw, director of consumer and market at P&G, during a panel about measuring marketing effectiveness. “It helps us develop a better understanding […]
Updated: Criteo went public Wednesday morning at $31, and is now trading at $41. On Monday we noted that Criteo’s underwriters had increased the target price for its upcoming IPO to $27-$29, exactly the range where Rocket Fuel debuted last month. Now comes word that the price has gone up again, this time to $31 […]
A lot has been said lately about Twitter’s reach in terms of its monthly active users, but its ability to collect data through plugins like social sharing buttons has gone widely unmentioned. Many websites today include “buttons” on their pages that allow visitors to share content on Facebook, Twitter, Pinterest and other social networks by […]
“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 Jordan Mitchell, vice president of product at Rubicon Project. The concept of “holistic yield management” is in the front of many publishers’ minds right now. It allows RTB demand to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Sociomantic’s CRM Play Ecommerce retargeting firm Sociomantic is teaming up with Revenue Management Systems to serve personalized ads online through Sociomantic’s CRM system. “Synchronizing customer data and inventory information with digital marketing lets travel suppliers reach the right consumers in real time, with offers […]
Wenner Media, home to an iconic stable of titles that includes Rolling Stone, Us Weekly and Men’s Journal, still subscribes to a true publisher’s paradigm: “When you have great content, it all falls into place.” But it’s innovation in programmatic media buying that will enhance its properties’ brand equity and “will command better CPMs and […]
As digital marketers hone the complementary sciences of behavioral metrics, segmentation and targeting, the deluge of consumer data consistently overwhelms traditional processing technology. The conventional data warehouse and relational database setup may be a workhorse for rigid systems like financial software, but for slicing and dicing marketing and advertising information, the infrastructure shows its age. […]
Over the past year, many sell-side ad-tech companies have offered publishers solutions around “programmatic direct.” Publisher analytics provider Yieldex has rolled out a simple tool called ” YieldEdge Sponsorship Calendar” that has been adopted in recent weeks by Comcast Spotlight, the local media sales arm of the cable giant. The product sounds fairly mundane, but it […]
Some businesses see opportunity in flipping the assumption that Internet users are passive recipients of targeted advertising. The idea that they should be able to control their data and decide which companies to share it with has given rise to “data lockers” — online accounts where people store their personal information and ideally provide more […]
“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. Amazon’s earnings call late last week held no major surprises, but neither did we in the advertising world hear much about what we’re really interested in: Amazon’s digital […]
“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 industry has been talking about moving to viewable impressions for years. With more than half of display ads never in […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Ads, Photos And Instagram Time’s Alex Fitzpatrick takes a look at some new Pew Research findings on photos and video online in a short feature article. He writes, “You say you’re a brand looking to advertise on Instagram? Pew’s got some data you should […]
The second big “ad-tech IPO” in as many months is upon us. French retargeting firm Criteo is now expected to price its public offering tonight, a couple of days earlier than previously planned. And the deal’s underwriters have bumped the target price from $23-$26 to $27-$29, suggesting strong demand in the wake of senior management’s […]
Most Facebook observers would be hard-pressed to find “negatives” in the evolution of the company’s ad products over the past year. Performance continues to improve, as detailed in a new report from Adobe. Mobile monetization is proceeding apace. And it has executed on programmatic selling, through its Facebook Exchange, Custom Audiences database match program and Partner […]
Facebook and Twitter have been the social community meccas for many marketers and media companies alike. But a growing group of companies, including Livefyre, RebelMouse and Mass Relevance, is trying to bring ownership of the social community back to their clients’ owned and operated properties as well as service the raging native ads and content […]
It has been a year of big changes for marketers experimenting with social ad campaigns. New data suggests platform- and purpose-specific campaigns are driving distinct return on investment. Take Facebook, for instance. Because of changes to the News Feed and increased targeting capabilities through the Facebook Exchange, click-through rates were up 275% year-over-year, according to […]
Programmatic buying and RTB in China is a unique market — with publishers controlling a lot of the space — but iPinYou, a local DSP, has had success, even introducing video and mobile DSPs over the past year. Grace Huang, its CEO and co-founder, said about 70% of the company’s clients are Fortune 500 companies. Huang spoke […]
Nielsen recently expanded its partnership with consumer data specialist Experian to cover the former’s Online Campaign Ratings with additional layers of demographic data. The new data represents progress, but some publishers are concerned. Media sellers fault both Nielsen and its audience measurement rival comScore, with its validated Campaign Ratings (vCE), for not keeping up with data-management […]
“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 Alan Pearlstein, president and CEO of Cross Pixel Inc. The current pricing models for purchasing third-party data are far from optimal, and are actually holding back usage by advertisers. Most […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. International DSP Revenue Due to regulatory requirements, publicly traded Safeguard Scientifics shares a few tidbits on the state of its investments on a quarterly basis — this includes its investment in US creative ad-tech firm Spongecell and ad platform MediaMath. Beyond trumpeting the payday […]
Method of delivery is apparently the new black in retail marketers’ holiday ’13 arsenal. And, it’s on the minds of the commerce masses. This week, after stumbling back from a Q3 earnings call that painted a somewhat stormy picture of its holiday ecommerce expectations (“deceleration” was the word used), eBay made a move to acquire […]
As online retailers face increasing pressure to inform consumers when their Web activities are being tracked, US Sen. Charles Schumer wants brick-and-mortar stores to do the same. Earlier this week, Schumer, D-NY, unveiled a code of conduct that would require retailers that collect consumers’ mobile data to post in-store signs letting shoppers know they are being […]
