Marketers

Diageo has an internal mantra: “Responsible media performs.” “When was the last time irresponsibly sourced media was good for anybody?” said Joshua Nafman, head of global media buying and operations at Diageo, on stage at AdExchanger’s Programmatic I/O conference in New York on Wednesday. Yet, ad buyers hunting for scale have spent years avoiding the […]

This article is sponsored by Oracle Data Cloud. The digital world can be a scary place, so it’s no wonder that brands and agencies are clamoring to find solutions that protect brand equity without sacrificing the scale advertisers need to stay top of mind for consumers. In doing so, many are relying on stringent keyword […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rebate Redux Media agencies are paying settlements to clients as a result of contract audits sparked by the ANA’s 2016 transparency report, AdAge reports. Nearly 100 audits have taken place, but it’s not clear which clients or agencies are involved or if any money […]

The podcast industry is ripe for influencer marketing. That’s the view of Agnes Kozera and David Kierzkowski, co-founders of self-serve influencer marketing platform FameBit, which Google acquired in 2016. The pair has since left Google and is developing an analogous platform for the podcast industry, which has plenty in common with the video influencer market, […]

Mobile performance marketers like DoorDash are hungry for more video ads to feed their paid social user acquisition (UA) campaigns. Problem is, internal creative teams lack the bandwidth to meet the demands of their colleagues in performance, said Justin Neustadter, head of mobile consumer acquisition at DoorDash. Quality video creative is expensive to produce, and […]

This summer, P&G posted the best quarter of sales growth in a decade, and its stock price has nearly doubled since spring 2018. To create that growth, P&G is increasingly grabbing the reins, Chief Brand Officer Marc Pritchard told attendees at the ANA Masters of Marketing in Orlando, Florida, on Friday. P&G’s progress came after […]

This week, the enterprise tech company SAP ran a native ad on “Jimmy Kimmel Live!” in the form of a skit, where Kimmel’s assistant Guillermo showed how SAP made his life better. The spot wasn’t an obvious choice for the B2B brand. But Chief Marketing Officer Alicia Tillman made the decision after data showed SAP […]

Creatives still struggle to use data. Holding companies may have spent $12 billion collectively on data assets over the past decade, but creative agencies still don’t know how to use those tools, according to Forrester. But creative agency Heat has been able to bake AI into its creative process by tapping into its parent company […]

Direct-to-consumer brands have just as much to learn about retail as traditional retail brands can learn from DTCs. “DTC founders make the mistake of thinking we know everything, just because we were able to scale and build our businesses faster,” said Nate Checketts, CEO and co-founder of Rhone, a men’s sports apparel startup founded in […]

Clorox’s Vivian Chang will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 15 and 16. When Clorox acquired dietary supplement maker Nutranext in 2018, it wasn’t just to gain share in the health and wellness category. Nutranext already owned ecommerce health brands, like vitamin manufacturer Stop Aging Now, so the company also became […]

Brands are hesitant to go all-in on influencer marketing, which much like the early days of programmatic, is rife with black-box business models. Pricing and compensation vary significantly across influencers, and a lack of benchmarks and measurement make it difficult for brands to know if they’re getting a fair rate. Confusion around the value of […]

Nathan Poekert has reason to be cynical about the influencer industry. As global director of communications and marketing at BMW Group he’s seen influencers Photoshop their metrics or completely whiff on their contractual obligations. He’s stumbled across engagement pod communities where influencers pool support for each other in a quid pro quo effort to game […]

Direct-to-consumer (DTC) marketing budgets are starting to include larger-scale media, which is having a massive impact on national TV ad spend, according to Magna’s fall 2019 ad spend forecast, released Thursday. Marketing spend in the DTC category increased 30% YoY in Q2 2019. And DTCs spent 50% more on national TV in particular. “These new […]

“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 Peterson, managing partner at R2C Group. At the heart of the direct-to-consumer (DTC) revolution is a fundamentally different relationship between brand and customer. That difference is driven by technology. Trillions […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Hand That Feeds Big tech may be disrupting linear television and OOH, but it’s also supporting those channels with marketing dollars. As AdExchanger reported recently, tech giants are increasing their ad investments to burnish their reputations and maintain growth in an increasingly saturated […]

“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 Bram Woolcott, product manager at TripleLift. Supply path optimization (SPO) is about finding the most efficient path to inventory, but there is no consensus about what efficiency actually is. Demand-side platforms […]

As a CPG, Diageo is always looking for efficiencies. And as a spirits’ brand, it’s especially vulnerable to brand safety issues. That’s why the beverage giant brought programmatic and social buying in house in North America, a decision that has driven both more control and “a lot of productivity and return,” said Jason Acker, Diageo’s […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A ’score To Settle Comscore has gone from arguably the best-positioned company to solve television’s cross-channel measurement problem to being mired in executive overhauls and new product builds beleaguered with setbacks. Things looked bright in April 2018, though, when Comscore brought on former 360i […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mouse Trap Disney was a little low on pixie dust when it updated its ad sales strategy recently. The process has been rocky, according to The Information. Besides a reorg that crossed multiple departments (AdExchanger’s coverage), the Mouse House also swapped out its Comcast […]

As audiences erode on linear TV, supply is shrinking and pricing is going up on scarcity value. Advertisers have already shifted a significant amount of money out of linear TV as audiences flock to digital. According to Zenith, digital will make up more than half of ad spend globally for the first time in 2021, […]

Nationwide brought programmatic in-house early in 2018, going all in with Google’s demand-side platform. This week on the podcast, head of programmatic Jamie Byrum tells the inside story of how the decision was made and what he learned along the way. According to Byrum, the process began with the ANA’s 2017 media transparency report. Leadership […]

Ad tech startup Ad/Fin saw an opportunity to build a business by partnering with the ANA and Ebiquity on a programmatic study. Here’s the story of how it made enemies of agency holding companies – and got caught up in the industry’s transparency reckoning. In early 2016, Ad/Fin met with leadership at Ebiquity and the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not Quite Settled  The Electronic Privacy Information Center (EPIC), a prominent public research interest group, filed a complaint against the FTC’s $5 billion settlement with Facebook, arguing the deal is an unjustified victory for Facebook that fails to protect consumer privacy. The group is […]

Smart home devices are not the first things that come to mind when consumers think of ADT. That caused a perception issue for the 145-year-old home security brand, which is one of the largest smart home security providers in the market. So when ADT brought on ex-Chewy.com, Amazon and eBay marketing exec Jochen “JK” Koedijk […]

Digitally native companies made nearly $1 billion in commitments during this year’s upfront, making them the biggest advertiser category in NBCUniversal’s $7 billion upfront, the company said during its Q2 earnings Thursday. The digitally native category includes the “FAANG” companies (Facebook, Apple, Amazon, Netflix, Google) as well as direct-to-consumer companies like Peloton, NBCU’s CEO Steve […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. No Mo’ CMO Silvia Lagnado, McDonald’s global CMO since 2015, will leave the company in October, Ad Age reports. McDonald’s plans to scrap the global CMO role in favor of two marketing SVPs: Bob Rupczynski will oversee marketing tech and Colin Mitchell will focus […]

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Ecommerce and direct-to-consumer (DTC) brands are flooding into television, and bring a new data-driven perspective to the old media channel. While legacy brands have pre-existing preferences for specific programs or media channels and for gross ratings points (GRPs), DTC startups are uniquely suited to bring digital tactics to TV advertising. “The result for legacy brands is […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Over The Top Ad-supported streaming TV service Tubi surpassed 20 million monthly users and 94 million hours of content in May, the company said Monday. Tubi’s fortunes are important because advertisers and investors are relying on ad-enabled VOD startups to challenge the position of […]

Havas isn’t facing the same pressure to grow as other holding companies are. The privately-held agency network, owned by French media mogul Vincent Bolloré’s family empire, The Bolloré Group, isn’t subject to pressures of the stock market. “When you’re privately owned, you can focus on the long term,” said the elder Bolloré’s son, Havas CEO […]