Facebook has added retargeting firm Chango to its list of preferred partners for Facebook Exchange, bringing a powerful aggregator of search intent data to the real-time bidding marketplace. The move is notable in that it represents an incursion by Facebook on the “intent currency” of Google (Bing and Yahoo too), after a period of failed […]
Thus far, our “Define It” series has covered definitions for some of the essential drivers of programmatic media including real-time bidding and “Big Data.” But, running in, around and through all of these concepts is something called an algorithm. What’s that? AdExchanger reached out to a group of programmatic media “top guns” and asked for […]
In 2012 major publishers’ wariness of programmatic advertising began to thaw. As part of our 2013 predictions series, we asked Kristine Welker, Hearst Digital Media’s Chief Revenue Officer, what she expects from coming next year. In essence, she sees the promise of brand dollars emerging more visibly as publishers help push the boundaries of exchange-based […]
“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 by Mark Trefgarne, CEO of LiveRail, a provider of a supply-side platform for video. The need for online GRPs has come clearly into focus this year. Solutions like ComScore VCE, DoubleVerify […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Facebook Is Video-Serious Facebook is briefing agencies on plans to beef up its video ad menu, AdAge reports. Much remains unknown, or undecided, including targeting parameters, pricing and whether ads will autoplay with audio on. According to the story, “Several… executives Ad Age interviewed […]
Fan acquisition has been a major (and much derided) goal of Facebook advertising campaigns for years, but the door is closing on easy “likes.” A November 21 change to Facebook’s ad creative policies for Page Post Ads has significantly hampered the ability of brands to grow their Facebook audience by using a “like” call to […]
Nielsen has for years sought ways to measure the interplay of social media activity and TV viewing. Its new “multi-year” deal with Twitter is a tacit acknowledgement that Nielsen can’t close the media measurement loop on its own. There’s a similar observation to made about this morning’s announcement that Nielsen is buying long-time audience measurement rival, Arbitron, […]
Jon Baron is CEO of tag management technology firm, TagMan. He recently spoke to AdExchanger about his business and industry trends. AdExchanger: Tag management versus data management platforms (DMPs) – what do you see as the difference today? Is Tagman in the DMP space? JON BARON: Whenever I talk to industry experts, they seem to […]
As part of our year-end coverage, AdExchanger is publishing a variety of perspectives on a single question: “What will happen next year in marketing and advertising that hasn’t happened before?” The below response is from Michael Lazerow, Chief Marketing Officer of Salesforce Marketing Cloud and CEO of Buddy Media. Buddy Media’s sale to Salesforce.com in […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Amazon Self-Serve? In Adweek, Tim Peterson puts together a comprehensive piece on Amazon ad strategy plans – including the roll-out a new self-service ad platform in 2013. He writes, “According to trading desk executives with knowledge of Amazon’s plans, the platform is expected to […]
Mobile advertising revenue will still make up a small percentage of total media ad spending, according to digital marketing research firm eMarketer, but the industry is growing at a faster rate than the company forecasted only a few months ago. In 2012, mobile ad revenues will account for 2.4 percent of total ad spending, and […]
Last month, local TV broadcast operator Belo Corp. launched its attempt at a pure play digital marketing unit, ScreenShot Digital. The move is similar to ones taken by Time Inc., Gannett, Meredith Corp. and others the last three years. Unlike some of those integrated digital marketing units, ScreenShot isn’t being positioned as a way to leverage […]
When Accordant Media was founded in 2010, co-founders Art Muldoon and Matt Greitzer admit that they thought programmatic media was complex. Two years later, the two executives say there’s even more complexity – but, there’s more opportunity, too. Positioning as an independent trading desk offering service and technology layers for marketers and their agencies, Greitzer […]
“Brand Aware” is a column from the marketer’s point-of-view on the data-driven, digital ad ecosystem and written by Bob Arnold, Associate Director of Global Digital Strategy at Kellogg Company. As consumer adoption of online video continues its rapid ascent, there’s understandable buzz about video’s potential move into the programmatic space and the opportunities for marketers […]
Programmatic media arrived in force this year, and brought with it a few surprises. (Facebook Exchange anyone?) To get a sense of what might be waiting in 2013, we’ve reached out to a number of industry all-stars to answer a single question: “What will happen next year in marketing and advertising that hasn’t happened before?” […]
Certain cities, regions and demographics are more prone to activating digital coupons than others, according to a recent study from multichannel promotions platform RevTrax. In the study, five cities — Charlotte, NC; Rochester, NY; Raleigh, NC; Virginia Beach, VA; and Huntsville, AL — turned out to be the best areas to activate digital coupons for […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. It’s a Tag Tag Tag Tag World Late last month the IAB put out some best practices guidelines for tag management. AdAge examines the reasons such a document is needed at this time — ranging from page load times to, of course, data security. […]
December is an optimistic month for people in media and advertising, as retailers and other brands unleash a final torrent of spending before the period of relative hibernation known as “Q1.” It’s also a month of grand prognostications, when we collectively succumb to the folly of trying to guess what’s next. To supplement your personal […]
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. Fighting Fat Fingers On the Google Mobile Ads blog, product manager Alan Huang announces a new initiative in in-app mobile display ads that asks the user to confirm their clicks. He writes, “By expanding confirmed clicks to in-app image ad banners, we’re now making […]
Just before holiday season kickoff last month, MasterCard tapped FiftyOne Global Ecommerce to provide exclusive online shopping offers from major U.S. retailers to the credit card company’s international users. These non-U.S. MasterCard cardholders have been able to find and redeem discounts of up to 30% off on merchandise and complete orders using local currency – […]
Andy Nibley is CEO of Yieldex, a sell-side, yield management and analytics firm that has focused on providing publishers insight on their guaranteed inventory. Nibley provided an update to AdExchanger recently about his business. AdExchanger: Why has Yieldex been keeping a low profile in the past year? ANDY NIBLEY: We’ve had our heads down building […]
“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Pete Sheinbaum, CEO of LinkSmart, which provides text-linking optimization solutions for web publishers. It’s been a long time coming. Those of us in the industry, both as creators and the […]
Most marketers, even search devotees, can agree that display advertising (some of it anyway) gets short shrift when it comes to conversion attribution. But how short is the shrift? We asked Visual IQ, a well-regarded attribution platform, to share with AdExchanger readers some data to illuminate – broadly — how display and search perform in […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Mobile Ads Suck Turns out Steve Jobs was right. Consumers have high expectations of mobile advertising — expectations that app developers and marketers aren’t meeting according to a new Forrester study. The research, commissioned by mobile app network Tapjoy, says, “70% said they found […]
While anyone can follow a social media conversation stream through hashtags, social media ad tech provider RadiumOne is now starting to sell targeted ads off of these signifiers in real-time. The idea is to become part of consumers’ conversations as they’re taking off, not after they’ve already “trended” on Twitter or other social platforms. RadiumOne’s […]
AppNexus is an object of some fascination in digital marketing circles, and why not? Led by former rivals from Right Media and DoubleClick Ad Exchange, the privately held company has grown up to become perhaps the only scaled “pure” technology company in the real-time bidding landscape. It provides no managed services, accepts no insertion orders, […]
“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 Matthew Keylock, SVP, Media Partnerships at dunnhumby. Within an industry rapidly becoming obsessed with unstructured data, are we losing our focus? Unstructured data, data from customer emails, social media, video, and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Big Ad Spam Google has alerted its network of AdSense publishers that, in effect, “You may like the payout for the new 300×600 ad units, but that doesn’t mean you can put a bunch of them on one page.” Policy Associate Charles Huang keeps […]
Since buying supply side platform Admeld last year, Google has rolled out tools and features designed to appeal to publishers who want to make programmatic work for them, without sacrificing their core direct sales offerings. The company’s pitch is that RTB buyers and sellers don’t have to give up the all-too-human process of negotiating on […]
