Measurement

“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 Grabowski, chief operating officer at Nanigans. When I approached the register last weekend at a local Best Buy to purchase an iPhone charger, I was asked if anyone had helped […]

Google’s launch Tuesday of Data-Driven Attribution for Google Analytics Premium users left some questions on the table, including how pertinent offline data would be to the product, where “earned” media fits into the mix and what implications there are for “non-Google” marketers and the entire attribution ecosystem. Forrester Research, which released a Forrester Wave Report […]

Mobility has meant marketers can deliver high-value messages to consumers using less real estate, Nicholas Franchet, Facebook’s head of global ecommerce, told a crowd of 1,150 marketers and retailers today at the eTail East conference. The good? Nearly 50% of time spent on retail sites now happens through mobile devices, according to comScore. Tablet sales […]

The open-source collaboration formed by video demand-side platform TubeMogul last spring to promote an industrywide standard for viewability keeps adding members, but the group is still grasping at definitions that all its members can agree on. In the meantime, a number of key video ad-tech players, namely Tremor Video and YuMe, remain committed to developing […]

If there was any doubt of Twitter’s impact on TV ratings and viral viewership, new findings from Nielsen may help dispel it. Nielsen, which recently ran time series analysis of 221 broadcast prime-time episodes through Nielsen SocialGuide, found that Live TV ratings played a statistically significant role in related tweets for 48% of the episodes. […]

Having worked in managerial roles in tech ranging from tech startups to a stint at Microsoft, where he worked on the Windows operating system, Stephen Purpura was convinced by 2001 that data products were going to be the next big wave. Since that time, he’s been working on nothing but big data-related projects – even […]

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 […]

Jonathan Mayer, a Stanford graduate student who has been a highly vocal advocate for consumer privacy, has resigned from the Tracking Protection Working Group, which is charged with setting the browser spec for a “Do Not Track” mechanism. In an email delivered yesterday afternoon to members of the Working Group, Mayer writes, “We do not […]

Viewability has been a trending topic in the online ad space this year, particularly as brand marketers and large publishers vent their ever-present impatience with the lack of metrics for advertising that’s more about creating affinity than direct-response clicks and conversions. In April, Google’s viewable-impression metric, Active View, got the approval of the Media Ratings […]

BarkBox, the ecommerce subscription company catering to the canine-loving set, has “some pretty aggressive goals” for 2013, according to its Head of User Acquisition Marketing Rob Schutz. For one, the company wants to double its member base, which sits at 55,000 subscribers today. (Schutz says that if that subscriber-base hits the 1 million mark by […]

Many video ad technology players have a sell-side component — think Tremor Video, YuMe, Videology, BrightRoll, SpotXchange and Adap.tv. TubeMogul is one of the few with an exclusive focus on the buy side. TubeMogul has staked its claim as a video demand-side platform, and as such its relationship is chiefly with the agency, not the […]

Demandbase used to focus exclusively on optimizing website content based on the company an inbound visitor works for. As we noted late last year, it has expanded to push that IP-based business data into RTB buys. In an update on the business, CEO Chris Golec tells AdExchanger about 25% of customers have used the new […]

WPP Group digital agency Possible hopes to bulk up its targeting and performance-based advertising abilities to bridge earned and paid media channels by partnering with Google’s social technology tool, Wildfire. Read the release. Jason Burby, Possible’s chief performance marketing officer, cited Wildfire’s recent integrations with Google Analytics and DoubleClick as the chief reasons the agency […]

A few members of the group charged with creating the spec for a browser-based Do Not Track function have signaled their displeasure with the process by supporting a “contingency plan” that would effectively end the two years of talks without an outcome. But it’s far from clear whether they can find consensus to push that […]

With a media background at McCann Erickson and venture financing raised this past April from Redpoint Ventures and WPP Digital among others, Miaozhen Systems CEO Wei Zhu sounds like your typical “Western” entrepreneur. Calling his 310-person firm “the Nielsen of China,” Zhu claims Beijing-based Miaozhen already has 80% market share for online measurement – with DoubleClick […]

Automotive data company Polk collects and analyzes data related to registration and title information, new vehicle transactions from all the major manufacturers, and even vehicle financing data. Working with companies like Datalogix, with whom Polk has a years-long partnership, the company is able to bring this offline data into the online world. “Polk has some […]

You know viewability is a big deal when rivals in a given space band together to promote a new open source standard around it. That’s what’s happening in online video as TubeMogul organizes a group of fellow video ad tech vendors including BrightRoll, Innovid, LiveRail and SpotXchange to support OpenVV (or Open VideoView), a viewability […]

It’s no secret that the mobile app market has exploded. Roughly 224 million people use mobile apps on a monthly basis, compared to 221 million desktop users, according to mobile analytics firm Flurry. Advertisers are eagerly reaching out to this growing audience. Enter Mobilewalla. The three-year-old startup is betting that the demand for targeting ads […]

Cross-device ad targeting provider Drawbridge will use data segments from eXelate, the companies said today. When it comes to delivering targeted ads on mobile devices, the process is more complicated than it is on a desktop PC, largely because of the inability to use cookies on a smartphone or tablet. Drawbridge gets around this challenge […]

Online retailer Indochino uses a variety of digital ad tactics to promote its custom-made men’s suits, including search and email marketing, mobile outreach and retargeting on the Facebook Exchange. Along with attribution software company Convertro, Indochino brings together all these marketing channels and determines what is working and what is most valuable, said Antonio Guzman, […]

The Tracking Protection Working Group is meeting this week in Sunnyvale, Calif. in its latest attempt to create a tech spec for the Do Not Track browser feature. Progress has been excruciatingly slow for the group, which operates under the aegis of the World Wide Web Consortium (W3C). Disparate interests have been unable to agree on even […]

With the World Cup and Olympics coming to Brazil in 2014 and 2016, all eyes are on the country’s preparations for the events, which include readying its digital infrastructure. Brands are waiting for the chance to be at the center of the worldwide stage, and several advertising technology companies have opened offices in Brazil. This […]

For all the glitz and glamour that surrounded Aol’s Newfronts programming preview on Tuesday, perhaps the most relevant news for advertisers came at the end of the showcase with a mention of the unsexiest of topics: back-office operations designed to support the thousands of hours of digital video, along with analytics. Following appearances by actors […]

The Digital Advertising Alliance (DAA) will make a formal case this week that Do Not Track should be set to “off” by default. Members of the group charged with creating the DNT browser spec heard details of the ad industry’s proposal during a Monday call meant to prepare for next week’s face-to-face meeting in Sunnyvale, […]

Google’s offering in the ad viewability space has scored third-party accreditation from the Media Ratings Council. Google joins others who have wended through the MRC’s approval process – the respective viewability products from comScore, Double Verify and RealVu have been approved – so Google does not stand alone. But given its expansive relationship with marketers, […]

Nielsen has steadily expanded its efforts to tie online and offline together and to build products around digital ad effectiveness. That push has required Nielsen to strike relationships with outside data providers such as Datalogix and Facebook. As social and mobile become more crucial for advertisers, Nielsen is under more pressure to come up with […]

Online display advertising is still undervalued when it comes to attribution based on last click data, but during the holiday season 2012, last click attribution was slightly more accurate, according to marketing intelligence company Visual IQ. The company analyzed cost per acquisitions for Visual IQ clients for the time period August to October 2012, and […]

Chartbeat recently announced that it has brought its “engaged time” metric to its growing web ad analytics offering. Chartbeat CEO Tony Haile and Product Manager Alex Carusillo discussed their company’s objectives in advertising and industry trends with AdExchanger… AdExchanger: Overall, where does the analysis of advertising fit in Chartbeat’s strategy? TONY HAILE: Our core has […]

Before taking the reins at DoubleVerify six months ago, Wayne Gattinella spent ten years at the helm of WebMD. When he signed up for that job, the consumer health publisher was three years old and had collapsed to some extent, like most web content providers in that era. Since then it has largely reversed course. Revenues for […]

After debuting its Media Metrix Multi-Platform in beta in November, comScore opened the offering to all US clients and released the top 50 web properties for February 2013, based on data from both desktop and mobile visitors. While the top multi-platform properties overall were similar to the top desktop properties, there were several companies that […]