Marketers

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Roku has a message for TV buyers: traditional linear’s decline continues, with a 39% loss in ratings and a median age creeping over 60. Sure, prices for traditional TV advertising haven’t dipped. But it’s fair to argue that old school programmers are surfing […]

Pinterest and Shopify have globally expanded a social commerce partnership that launched last year. The partnership began in the United States and Canada with the Pinterest Shopify app, which allows businesses to quickly upload their product catalogs to Pinterest and convert them into shoppable Product Pins. The app is now available in 27 other countries, […]

Ad verification company DoubleVerify went public on Wednesday, a month after it filed an S-1, and a week after it set the terms for the IPO, which had it valued at $4.2 billion. However, the company’s stock opened at $35 a share ­– nearly 30% above its IPO price – valuing the company at more […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not So Safe Eighty percent of the more than 3.3 billion pieces of content removed from social media platforms – including Instagram, TikTok, Pinterest and Snapchat – is either spam, adult or explicit content, or hate speech, according to a new report from the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. FLoC Fears There’s no love lost for FLoC. In a blog post on Sunday entitled “Proposal: Treat FLoC As A Security Concern,” a WordPress developer called Carike suggested that users of the open source content management software block FLoC by default. If that happens, […]

Google is adding a new tool to its suite of advertiser controls that aims to make it easier for ad buyers to dynamically block sites and domains that don’t meet their brand safety standards. These dynamic exclusion lists, announced on Thursday, will be available to all Google Ads users “within the coming weeks,” which is […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Bryon Schafer, SVP of research at Vevo. Today, the media industry faces multidimensional fragmentation, heightened media competition, limited measurement, and rapidly decreasing TV ad supply. Networks have pivoted toward streaming, and the buying community […]

“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 Shiv Gupta, founder at U of Digital. Marketers eventually get tired of being fed BS by their partners, and start to BS back. Time and time again, vendors have been caught […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Socially Awkward When big tech critic Sen. Amy Klobuchar requests that you attend an antitrust hearing, it’s best that you listen. Apple stoked Klobuchar’s ire and that of Sen. Mike Lee when the company reportedly refused to make anyone available to testify at a […]

As ecommerce advertising becomes more expensive on Facebook, Jeremy Bloom, co-founder and chief revenue officer of tech startup Marpipe, said that brands need to take a data-driven approach to creative testing instead of relying on antiquated “spray and pray” A/B testing methods. Marpipe was founded by 26-year-old CEO Dan Pantelo and last year launched an […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Raising CAID  Procter & Gamble took part in early tests by Chinese trade groups and tech companies to bypass Apple’s upcoming privacy changes, according to The Wall Street Journal. P&G experimented with the so-called CAID (China Advertising ID), which uses unique device attributes to […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. CTV Winning Google Ad Manager’s second annual Advanced TV Inventory Report is out, and surprise! Connected TV was a big winner during the pandemic last year. The report analyzed 35 global advanced TV partners. In Q2 2020 — at the height of the downturn […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. What, Me Worried? Google’s planned elimination of third-party cookies has big brands revamping their data strategies, but some aren’t too worried about the looming restrictions that won’t allow individual ad targeting. Per the Wall Street Journal, Bacardi has expressed confidence in its ability to […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. New Specifications The IAB Tech Lab is rolling out new specs, this time for the buy-side, around transparency and brand safety: big topics of conversation these days. IAB has released two new technology standards — buyers.json and DemandChain Object — that are open for […]

“On TV and Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Stacy Daft, GM of enterprise commercial business development at Amobee. Last year’s TV upfronts were either “absolutely horrendous,” or “merely awful,” as Daily Variety put it. This year’s upfront ad spend is likely to […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mountain Of Money When ViacomCBS promoted Paramount Plus ahead of its launch, subscribers were promised “a mountain of entertainment.” And the company is continuing to put a mountain of money behind that tagline. The company said Monday that it’s looking to raise $3 billion […]

EDO expanded its Ad EnGage measurement solution Tuesday so it can cover streaming environments and give brands insight into their competitors’ activity in AVOD platforms, traditionally a blind spot for marketers. The data and analytics company, co-founded by actor Edward Norton in 2015, uses data science and machine learning to measure how TV ads drive […]

What’s a gym CMO to do when gyms – which normally promote health – get banned for health reasons? That’s exactly the situation Blink Fitness CMO Michelle Horowitz found herself in during the pandemic. The fitness chain operates 110 gyms across 10 states, all of which had different rules about gym openings. Blink Fitness hustled […]

Programmatic advertising used to be an afterthought for The Associated Press. AP, the largest and oldest newswire service in the US, makes the majority of its revenue through a subscription fee that news organizations pay for to access vetted content. But there’s no reason why an entity founded in 1846 can’t also optimize its supply […]

GroupM wants to move from using 40 to 50 supply partners globally to five to six partners. As part of that push to consolidate its programmatic supply chain, it struck a global deal with the SSP PubMatic. “We want to use our scale effectively to help clients,” said Andrew Meaden, global head of investment at […]

“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, SVP of media services at Merkle. 2020 has forced the marketing and advertising industries to re-evaluate the client/agency relationship. This has been especially true as marketers continue […]

Industry Preview is a special, limited-run audio series, featuring interviews with key leaders in marketing, media and technology who share their predictions and key priorities for 2021. This podcast is sponsored by Engine Media Exchange. You know you’re a good marketer when you can convince a four-year-old that broccoli is a treat. Although Rupen Desai […]

Performance measurement is a natural evolution of ad verification, according to DoubleVerify, which made its metric for measuring campaign effectiveness generally available on Wednesday. The solution, called Authentic Attention, was in beta since January of last year. To power the tool, DoubleVerify is repurposing the more than 50 data signals that it already collects 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 Marc Goldberg, CRO at Method Media Intelligence. Supply-path optimization (SPO) is yet another vague ad tech initialism, the definition of which changes depending on who is speaking. Most people think […]

The insurance market is highly competitive, with big marketing budgets and highly recognizable mascots – like the Geico gecko and Progressive’s Flo. The direct-to-consumer insurance company Lemonade (which went public in July) started four years ago in New York City offering renters’ insurance – the type of $60 per year policies  the  big guys didn’t […]

Disney may have wowed investors in December when it unveiled a slew of new movie titles and an original content pipeline as part of a major shift to streaming, but the company is still feeling the impact of the COVID-19 pandemic. During its Q1 earnings call Thursday, the company said that its Disney Parks, Experiences […]

If the ongoing pandemic has demonstrated anything, it’s that pre-packaged pre-COVID consumer data no longer applies. “The world has completely changed and there are a lot of stale data sets out there,” said Dominic Joseph, CEO of search intelligence company Captify, which released a self-serve insights, planning and activation platform on Wednesday called Sense. Several […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. #Winning Netflix is outshining the competition. Last year, the streaming giant added subscribers even as it cut spending on advertising, The Information reports. By contrast, most of the older entertainment companies entering the streaming wars shelled out beaucoup bucks on marketing. A recent securities […]

Fox Corporation is aggressively pushing to make Tubi, the streaming ad-supported platform it picked up for $440 million last year, a billion-dollar AVOD business in just a few years. On the company’s Q2 earnings call, CEO Lachlan Murdoch laid out a bold agenda for the streaming platform, saying that Fox would continue to invest heavily […]

District M and Sharethrough will merge to form a single exchange covering native, display, mobile, instream and video. Their combined scale serves a dual purpose. First, it puts them in a better position with buyers, who are working with fewer, but larger exchanges. Second, the two companies will double their revenue, putting them in a […]