The 50% viewability standard might fly (sort of) in the US, but it’s not yet considered to be a viable currency in the UK. But UK-based media auditing body ABC – think of it as the equivalent of the Alliance for Audited Media in the US – released a report and related vendor certification Wednesday […]
App developers are test-obsessed. They don’t spend a dime without knowing how it’ll turn out. That could be part of the reason why they haven’t done much spending on in-app mobile YouTube pre-roll. Until recently, Google Analytics provided developers with feedback on things like rate of install, AdWords performance, how often an app is opened, […]
Engagement metrics are all well and good, but before someone can be engaged by an ad, that person has to be able to see it. And with more time and money shifting over to mobile, the viewability debate is heating up there. “Viewability is the first step towards engagement, and we’re starting at the front […]
Media buyers and suppliers are now authorized to transact on viewable impressions, but how many are even using this form of tracking? To measure the adoption of viewability tracking and other forms of verification among national and global advertisers, AdExchanger recently worked with ad analytics firm Moat. We supplied Moat with a list of 100 […]
Twitter analytics and targeting platform StatSocial isn’t CEO Michael Hussey’s first trip to the customer data rodeo. Back in 2006, Hussey founded PeekYou, a people-based search engine that aggregates publicly available information – Twitter handles, Facebook URLs, blogs, physical address, phone number, interests, schools attended – into customer profiles that are then available for purchase. […]
Considering two of the usual pure-play suspects in Forrester’s Cross-Channel Attribution Wave (Convertro and Adometry) were snapped up by AOL and Google on the very same day in May, its latest release Friday had all kinds of new implications – media neutrality and a platform mentality among them. The report, authored by Forrester analyst Tina […]
By now it’s a cliché to say that fraud follows the money – but it’s true. And with consumer packaged goods (CPG) companies slated to represent $4.2 billion in digital ad spend this year – a number eMarketer predicts will hit more than $7 billion by 2018 – bots, and their human creators, are starting […]
Nielsen and Adobe revealed a partnership Tuesday designed to combine Nielsen’s digital audience measurement products with Adobe Analytics and Adobe Primetime, the company’s platform for online TV delivery and monetization, making both available to joint Nielsen/Adobe clients through Adobe Marketing Cloud. The result is Digital Content Ratings (DCR), a cross-platform census-based metric that aims to do for digital […]
When it comes to online viewability, there should be more than meets the eye. That’s the philosophy at Sticky, an eye-tracking tech company launching a DIY version of its online research product, Autogazer, on Thursday. The tool is designed to enable users – primarily agencies, brands and publishers – to run unlimited tracking studies for […]
Rentrak defended itself late last week against rival measurement firm Nielsen, whose global president Steve Hasker claimed Rentrak “never lets the facts get in the way of a good press release.” Hasker, in a Friday media briefing regarding errors Nielsen had discovered in its national networks ratings going back to March 2, opened fire on […]
This is the 11th in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include Sizmek. Read previous interviews with comScore, DoubleVerify, Dstillery, Forensiq, Integral Ad Science, PubChecker, Telemetry,Videology, White Ops and RTB Asia. The meta-problem with ad fraud, according to Moat CEO Jonah Goodhart, is that it’s a tremendous […]
WPP Group planted a stake Thursday in Rentrak by acquiring $98 million of the media measurement company’s common stock (12.4% of total shares). In return, Rentrak gets Kantar Media’s TV measurement business in the US. WPP also made a $56 million cash investment in the company, which, barring regulatory approval, would give the holding company […]
Datalogix, which is known for connecting digital media with offline sales impact, will begin to tie ad viewability to in-store ROI via a partnership with comScore, unveiled Wednesday. Marketers will be able to combine comScore’s panel and Census-based data, as well as its impression-level reporting inclusive of “90 of the top 100 properties across the […]
This is the tenth in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include Moat and Sizmek. Read previous interviews with comScore, DoubleVerify, Dstillery, Forensiq, Integral Ad Science, PubChecker, Telemetry, Videology and White Ops. When Andy Fan founded Shanghai-based RTB Asia a couple of years […]
Consumers may spend a lot of time watching video on over-the-top devices and mobile, but advertisers still haven’t invested heavily in those areas. While panelists throughout Advertising Week in New York City agreed that the development of measurement techniques will help close that gap, device fragmentation complicates these initiatives. Still, connected TV makers and distributors […]
This is the ninth in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include Moat, Sizmek and Asia RTB. Read previous interviews with DoubleVerify, Dstillery, Forensiq, Integral Ad Science, PubChecker, Telemetry, Videology and White Ops. Digital ad fraud isn’t anything new. comScore has been picking […]
A chain is only as strong as its weakest link. Put another way, mobile links that don’t link directly to specific in-app content are pretty weak. Deep-linking tech provider Branch Metrics revealed it’s received $3 million in seed funding Tuesday led by New Enterprise Associates, the majority of which it plans to use to build […]
Ad-serving and verification company Telemetry isn’t in favor of automating the ad fraud detection process. The problem, said Geo Carncross, the company’s global VP of engineering, is that detection sensors can be fooled into thinking fraudulent impressions are real and, consequently, advertisers will start optimizing for fraud instead of for real ad performance. Telemetry’s fraud […]
Rather than an isolated channel, programmatic is a means to an end – and it all starts with measurement between devices and across channels. And from measurement comes revenue. “The whole cross-device measurement question is about understanding the broader marketing goal, but we also all know that if it’s not measured, it’s not valued,” said […]
Who cares where a video runs? As long as an advertiser can accurately measure that video’s reach, the question itself becomes somewhat moot. And now that video demand-side platform (DSP) TubeMogul is, as of Friday, in the fold as a certified Nielsen mobile Online Campaign Ratings (OCR) partner, that question also becomes less relevant for […]
Ad tech companies Ghostery and IPONWEB have combined their technologies to launch an antifraud service Thursday called Ghostery Verified Domains. The service, designed for an RTB environment, enables advertisers to allocate campaign dollars based on the perceived level of legitimate traffic. These levels include verified, masked, suspicious or unknown. “It’s creating an extra data layer […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Media = Infrastructure In a think piece on Amazon’s Twitch acquisition, NYT media columnist David Carr writes, “Gaming is a bandwidth hog, and Twitch is able to host multiplayer games, large events and commentary because the company invested in at least 15 data centers jammed […]
Coming from the agency world three years ago, Alexa Christon brought creative rather than media experience to her evolving role at GE, where she is now head of media innovation. And, with responsibility for GE’s US media today and an eye toward what her mega-corporation can produce globally, she’s helping to push the envelope of more […]
While music streaming giant Spotify has the capabilities and the insights to offer marketers granular audience segmenting and hyperlocal targeting, its focus on user experience supersedes the development of advertising products, said Gary Liu, head of Spotify Labs. The user experience is “definitely a primary focus if not the primary focus for our ad platform […]
This is the fourth in a series of interviews with vendors combating the problem of ad fraud. Other companies participating in this series include White Ops, DoubleVerify, Moat,Telemetry, Asia RTB and Integral Ad Science. Read previous interviews with Forensiq, Integral Ad Science and Videology. To combat ad fraud, many in the industry have been looking to technology that detects […]
No one would disagree that smartphone users are spending a ton of time in apps, and here are some more numbers to prove it. A report released Thursday by comScore found that apps now account for more than 50% of all digital media time spent, though it’s interesting to note that mobile growth isn’t vampirically […]
“A Bloomberg Terminal for online media.” We’ve heard that description from companies like Metamarkets and AdFin, but what exactly does that entail? At the highest level, it’s a dashboard presenting a single view of inventory prices across numerous sources – a tool to enable media buyers to make better buying decisions, analogous to the famous contraption used […]
Facebook wants to be the answer to your cross-device measurement problem and it’s in a pretty good position to do it. Enter cross-device reporting for ads, courtesy of Facebook. The new measurement solution, unleashed Wednesday, is available within Facebook’s campaign back end and is designed to allow advertisers to track customers as they move across […]
Media and audience measurement company comScore reported on Tuesday a 14.5% YoY revenue increase for Q2 2014 to $80 million, up from $69.9 million last year. Although comScore renewed its preferred strategic partner deals with agency GroupM and consumer packaged goods company P&G for audience delivery measurement, the company recognizes there is room for improvement […]
This year started out a bit rocky for Tune (née HasOffers), but the app attribution company seems to be moving on with Monday’s acquisition of MobileDevHQ. The purchase is part of Tune’s bid to build out its user acquisition attribution capabilities. The move comes a little more than a month after the company’s rebrand from […]
Upfront week is officially over. In case you missed any of the dog-and-pony shows — including Chappell Roan belting out “Pink Pony Club” during YouTube’s Broadcast — don’t worry; we’ve got you covered.
During upfronts, publishers flexed their ad performance muscles at media buyers all week long in an effort to appeal to the biggest demands media buyers have during their upfront negotiations: flexibility and results.
TelevisaUnivision and Disney took over Day Two of upfronts week in New York City on Tuesday, and the throughline was data quality.
Warner Bros. Discovery used its upfront stage to announce two new ad measurement efforts, including that it’s joining a CAPI-focused initiative led by OpenAP.
AdExchanger Senior Editor Alyssa Boyle and Associate Editor Victoria McNally traversed the island of Manhattan on Monday to scope out upfront presentations by NBCUniversal, Fox and Amazon.
Viant’s modest growth story took a backseat to a far louder claim: that fed-up advertisers are finally ready to ditch the rigged economics of Big Tech’s walled gardens.
