With every successful direct-to-consumer (DTC) brand launch, a tiny bite is taken out of a legacy brand’s market share. Once those bites start adding up, DTC brands can become a major threat to business, said Clorox CMO Eric Reynolds at the ANA Masters of Marketing last week. “[DTC brands] are very nimble and capable competitors,” […]
Consumers already overwhelmed by the number of streaming services are about to get walloped by a wave of newcomers. And expect that wave to bring an ocean of ads designed to drive tune-in. This year, broadcast giants Fox and Sinclair are expected to launch their streaming services, the latter of which is named Stirr. In […]
LiveRamp began trading as $RAMP on the New York Stock Exchange on Monday and hosted investors and analysts when the company reintroduced itself to the market following the sale of Acxiom Marketing Solutions to IPG for $2.3 billion in July. LiveRamp is embracing its position as a subscription-based middleware technology, a category that comes with […]
“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 Michael Nevins, chief marketing officer at Smart. The past month has been topsy-turvy in digital universal ad ID circles. First we heard that AppNexus would drop out of the Advertiser […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Swipe Right On Programmatic Dating app Tinder is using Google’s ad server to sell ads programmatically, Digiday reports. Advertisers will be able to buy inventory through programmatic guaranteed deals or private marketplaces by the end of the year. But Tinder won’t be using Google […]
Starting Oct. 30, Google will make parallel tracking the default way to run third-party tracking for Google search and shopping ads. It’ll become mandatory for display and video ads by March 2019. For now, only Chrome traffic will use parallel tracking, with other operating systems and browsers to be added throughout the rest of the […]
Amazon is testing a program that lets advertisers use search queries to retarget across the web, according to agency executives briefed about the pilot program. This capability is only available through Amazon’s DSP and it is the first time that Amazon search data is being used off of Amazon’s owned and operated platform. While Amazon […]
This article is based on interviews conducted with early DoubleClick employees and a co-founder. It was written by an external contributor who prefers not to be identified. Suddenly, last summer, Google announced it was erasing the DoubleClick name from its product portfolio. So ends 23 years of ad tech myth and legend that coincides with […]
Food and lifestyle site Tastemade is making advertisers hungry for more than picturesque cuisine. With more easily digestible food content crowding social media feeds, Tastemade is staying a step ahead of its competitors by launching its own digital TV channel, Tastemade TV. “Our programming strategy has been to reach [social media] consumers where they are,” […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Paying Attention Some financial analysts are skeptical that Netflix will be able to maintain growth when it faces stronger competition in the streaming category. “The more Netflix grows, the more its costs grow and the more money it burns. I’m not sure how it’s […]
