Little Rock, AR-based Acxiom is gearing up to launch an “Audience Operating System,” for cross-channel and cross-device ad targeting, in September. “The world is coming to us as big data and insight-based decisioning is exactly what we do,” CEO Scott Howe said during the company’s earnings call. “It is also exactly our vision for the […]
As more marketers use data to deploy targeted offers, clear differences are emerging in how industry verticals embrace digital strategies, a study has found. Digital technology company Lyris and the Economist Intelligence Unit found in “The Digital Marketing Gap” that some of the most widely growing areas of strategic importance to marketers include: content to guide product research, the […]
IBM unveiled today a new initiative, Digital Experience, that allows organizations to create customized versions of IBM products. Noting that clients want the option of deploying either on-premise or in the cloud, this initiative is a reaction to new purchase patterns, explained Gary Dolsen, director of IBM’s digital experience software. “What we’ve found is customers […]
After six months in beta, LinkedIn unveiled its “Sponsored Updates” feature for marketers with budgets of all sizes, and mindful of balancing current trends around programmatic, native advertising and content marketing. Alison L. Engel, LinkedIn’s senior director of global marketing, acknowledged that those terms sum up the latest evolution of the professional social network’s advertising […]
As a number of large technology vendors race to create full-spectrum digital marketing suites and omnichannel customer experiences, one player is here to remind them that it knows a thing or two about commerce. And, when it comes to its advertising and paid media play, eBay’s launch of eBay Enterprise Marketing Solutions today has much […]
Among Adobe’s visions for its Marketing Cloud suite of products is enabling a streamlined process of creating content and delivering it all the way through to campaign execution, the company said. Just weeks after Adobe’s announced $600 million acquisition of marketing automation company Neolane (See AdExchanger story) to round out its creative and content capabilities […]
Retail marketers are focusing most of their digital marketing efforts on paid search and email, according to new findings from Forrester Research and Shop.org’s joint State of Retailing Online 2013: Marketing and Merchandising report, released today. Mobile optimization, unsurprisingly, is another area of interest as more commerce companies look to the mobile device as a vessel […]
“Old marketing has always been about archery. You’re there to hit the target and shoot the same arrows over and over again. New marketing is a lot like ping pong. It’s real-time decisioning. You’re leveraging business data, and not just media and marketing data. It’s requiring a lot of new skill sets, especially people who […]
“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 Walsh, SVP of media at Integrate. In the 2010 film “The Social Network,” Facebook co-founder Eduardo Saverin asks Sean Parker to settle an argument between him and Mark […]
Pulling insights out of disparate data sets is a challenge for many companies. Sometimes the problem is a marketer’s approach to data analysis. Kevin Ertell, e-commerce VP at kitchenware retailer Sur La Table, identified at Experian Marketing Services’ Client Summit 11 ways marketers undermine their efforts. AdExchanger spoke with Ertell about those points and other best-practice […]
Cross-channel marketing is one of the most common buzzwords marketers hear everyday, but only 8% of marketers have effectively implemented cross-channel strategies in their interactions with customers, according to results from a recent survey presented yesterday at Experian Marketing Services’ Client Summit in Las Vegas. The main obstacle is data. “Data is a blessing and […]
Ecommerce is on the upswing. This sector saw a compound annual growth rate of 18.7% between 2008 and 2012, suggesting it’s one of the fastest-growing industries, according to new research compiled by global boutique merchant bank Siemer & Associates. Worldwide spending on ecommerce totaled $820.5 billion in 2012, which was nearly 21% higher than the […]
“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 Bill Duggan, group executive vice president at the ANA (Association of National Advertisers). In marketing procurement, industry stakeholders have been repeating many of the same conversations for years. It’s […]
In what ways do the various components of digital marketing intersect and how can a company use that knowledge to its advantage? Gartner asked itself those questions and came up with the “Digital Marketing Transit” map, which resembles the map of the London Underground, with color-coded routes bearing names like mobility, analytics, and ad tech […]
Today in Cannes, Tumblr CEO David Karp sat down with me to discuss his views on advertising and the work Tumblr and Yahoo are doing there. “They’ve got more than a decade of real powerful ad tech under their belt,” he said. “This is very likely an opportunity for us to move much faster to […]
Facebook has made so many embellishments to its ad monetization machine in the past year that communicating it all to clients has become a big chore. This week in Cannes, the company participated in a “Creativity at Scale” panel and convened its 18-member Client Council to discuss its embrace of hashtags, its recent decision to […]
Talking about data feels a bit transgressive in Cannes, where creativity is literally center stage. But with data driving so much change at agencies – including at creative shops – it seems an unavoidable topic. It came up frequently in a conversation on Tuesday with Americo Campos Silva, Shell’s Global Media Manager, and Sasha Savic, CEO […]
AdExchanger is in the French Riviera, where some 12,000 people have gathered for the 60th annual Cannes Lions festival of creativity. We’ll have updates throughout the week, and a definitive (!) answer to the question, Can Big Data can play nice with the Big Idea? This morning Adobe hosted a discussion around advertising and trust, […]
Email and search continue to drive the most referrals to ecommerce sites, according to Q1 2013 data from website optimization company Monetate. But word-of-mouth through social media does influence purchases, despite a lack of last-click attribution for the channel. After analyzing more than 500 million online shopping experiences, the Ecommerce Quarterly report found conversion rates […]
ESPN unveiled results of its first advertising “hackathon” at its cable network upfront presentation this week. The hackathon event divided ESPN staffers into groups and charged them with developing new ad solutions that would be presented to six judges and 250 other employees. Marketers and media buyers were given a preview of some of the […]
There’s been no shortage of talk about “programmatic direct,” which involves using automated buying tools to support negotiated ad deals with presumably branding-oriented campaign goals. But for Priceline.com CMO Brett Keller, the idea is an illusion. “We’ve been using TV as our branding vehicle from very the beginning of this company 14 years ago and […]
As Heineken continues its discussions with ad sellers from broadcast, cable and digital for those outlets’ respective “upfronts,” the beer marketer is looking to tie its campaigns more closely among TV and the web. While there’s nothing unusual about that, the company, which also owns the Newcastle and Dos Equis beer brands, is working with […]
Experian Marketing Services has integrated technology gained from last year’s acquisition of Conversen with its CheetahMail platform. Referred to simply as “Experian Marketing Services’ cross-channel marketing platform,” the new offering lets marketers coordinate customer interactions across email, mobile, social, web, display, and print advertising campaigns, using testing and rules-based segmentation capabilities. For instance, a customer who made a […]
Salesforce.com introduced today a new addition to its Marketing Cloud – Social.com, which allows marketers to apply their CRM and social listening data to their social ad campaigns. Creating targeted ads, marketers frequently run into the “silo issue” of being unable to connect their various customer data sources, noted Gordon Evans, VP of marketing at Salesforce.com. […]
The consumer packaged goods (CPG) market presents an opportunity for Amazon to better serve its customers, according to Lisa Utzschneider, VP of Global Advertising Sales at Amazon. Speaking at AdAge’s Digital Conference in New York City today, Utzschneider talked about her company’s approach to targeting ads and the growth of the CPG sector. In discussing […]
“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 Bodhi Short, SVP of Operations & Product Development at Integrate. It often takes only two words to pause a deal with brands and agencies: performance marketing. This effect is reinforced […]
After a relatively quiet period following its acquisition by WPP Group for $540 million last year, AKQA’s executives popped up in New York on Friday to deliver what the digital agency described as an “experiment” in reaching out to clients and the media. “We wanted to give back to our customers by sharing with them […]
“The key thing to realize is that you don’t find customers anymore. They find you. To make that happen more often, you need to think like a media company and produce the content that people want to consume. We get about 10,000 leads a month from our blog and 30% of those leads came from […]
Nearly a year after launching a collaboration and productivity platform for marketers, Shift unveiled its Open Marketing Cloud, a suite of social promotions, media buying, community management, and analytics applications available through partnerships with 12 tech companies. The Open Marketing Cloud brings together apps from the following firms: Aggregate Knowledge (media intelligence platform), Convertro (conversion-tracking), Curalate (Pinterest […]
Facebook’s first deep hardware integration is a custom version of the Android operating system, packaged on a new HTC smartphone called “HTC First.” “We didn’t want to build our own phone or an OS,” CEO Mark Zuckerberg said during the press conference at Facebook’s Menlo Park headquarters. “We want to provide the best experience for […]
It’s long felt like a foregone conclusion that Roku would eventually get gobbled up by a much bigger fish. Now, the day has finally arrived.
To close the gap between digital audio ad spend and audience engagement, audio platforms want to get more deeply embedded in omnichannel campaign planning tools.
How can companies put ads in new places without hurting the user experience? Smart TV makers, like Samsung, are adding programmatic ads to the home screen, and Roblox will now show ads to users under 13. We examine the trade-offs as platforms expand their ad footprint.
Innovid’s latest offering serves as the “brain” behind a company’s orchestration layer. Optimum says it reduces manual work and cuts down on execution time.
Advertisers can target high- and medium-attention ad inventory in Amazon DSP while filtering out low-attention placements and made-for-advertising sites.
Marketers and media buyers are gradually getting more comfortable talking about ad campaigns they’re testing on large-language models like OpenAI’s ChatGPT.
