Unilever’s open-door approach to data and technology are on display in the brand’s Foundry effort, a program that invites startups to pitch their wares and work on digital innovation with the consumer packaged-goods company. Global Marketing SVP Marc Mathieu noted today’s data-obsessed marketing landscape has little to do with the French railway advertisements he remembers […]
Nielsen’s acquisition of data technology company eXelate for an estimated $200 million positions it squarely in the digital camp, a move experts agree was essential to break away from its perceived image as a purveyor of panels and diaries. “It’s a recognition that the future is more than measurement and analysis,” said Dave Morgan, CEO of […]
Nielsen has acquired data-management technology platform and exchange eXelate, the companies announced Wednesday. The deal is a major foray into the programmatic arena for TV-centric researcher Nielsen, which has been looking for ways to accelerate its digital audience intelligence. Terms of the deal were not disclosed, but AdExchanger sources estimated the transaction price at close to $200 […]
Podcasting is hot, podcast measurement is not. In a bid to address the myriad measurement challenges facing on-demand audio content, Triton Digital has partnered with Edison Research to strengthen its podcast measurement offering. Starting later this year, a new Webcast Metrics On Demand (WCMOD) product will sit alongside Triton’s existing tracking solution and provide publishers […]
Digital measurement company comScore needed WPP’s investment in order to rival Nielsen in cross-platform ratings, according to one comScore partner. Although Nielsen dominates linear TV measurement, its push toward a “Total Audience” rating will improve its mobile Online Campaign Ratings tool, launched last summer. ComScore, in lockstep, rolled out a cross-platform tool in January to […]
The divide between publishers and advertisers around viewability sharpened during a Tuesday morning panel “Inside The Mind Of The Advertiser,” hosted by analytics provider Integral Ad Science. This wasn’t much of a surprise considering one panelist was Ari Bluman, GroupM’s chief digital investment officer for North America. GroupM has taken a notoriously hardline stance around […]
If an ad isn’t seen, that ad shouldn’t be counted. That’s Facebook’s position on viewability in a nutshell. As the debate around viewability swirls, Facebook outlined its point of view in a blog post Wednesday. “It doesn’t make sense for advertisers to count impressions that never enter a person’s viewable area,” said Brad Smallwood, Facebook’s VP of measurement […]
One hundred percent desktop ad viewability sounds like the simplest thing and an easy standard to meet. But advertisers still are in want, publishers wish they could provide it and this demand has generated frothy press releases from the ad tech community with “100% viewable” bolded in the header. The problem is that “100% viewable” […]
Advertisers’ demand for viewability is frustrating for publishers, who must contend with new contracts, new billing structures and new ways to value inventory, all while ensuring meeting viewability standards doesn’t erode ad revenue. During a town hall at the IAB Annual Leadership Meeting in Phoenix, about half the publishers in the packed room said they had […]
Measurement mogul Nielsen is bullish on its evolving digital measurement capabilities – but panels aren’t going anywhere, said CEO Mitch Barns. “The future of measurement is not about choosing between panels and big data,” Barns told investors on an earnings call Thursday. “It’s about combining high-quality panels with granular data sets for the best of both […]
Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.
Fraud is eating into retail profits. A new startup called Pinch AI just launched with $5 million in funding to fight back.
On Wednesday, retail and CPG data company SPINS added a new piece with its acquisition of MikMak, a click-to-buy ad tech and analytics startup that helps optimize their commerce media.
Believe it or not, car oil change service company Valvoline is in the midst of a fascinating retail marketing transformation.
Agents, streamers and robots, oh my! Live from the C-Space campus at the Aria Casino in Las Vegas, our team breaks down the most interesting ad tech trends we saw at CES this year.
From afar, it looks like Google had a rough year in antitrust court. But zoom in a bit and it becomes clear that the past year went about as well as Google could have hoped for.
