Measurement

Online measurement company comScore is taking the patent battle to three smaller analytics companies focused on ad effectiveness solutions: DoubleVerify, AdSafe Media and Moat. The new lawsuits use what appears to be at least four of the same patents comScore acquired rights to when it was sued by, and settled with, measurement giant Nielsen in 2011 […]

Digital ad veteran JP Maheu recently made the jump from agency land to the startup realm, assuming the post of CEO at social TV analytics provider Bluefin Labs last week. Read the release. Maheu spent six years at the independent Razorfish, retiring in 2003 after guiding the sale of the company to SBI (before its […]

Social popularity metrics are losing fans on the client side, suggests a new survey of Association of National Advertisers members. In its “Digital/Social Media Survey” of 224 client-side marketers, the ANA notes “Facebook ‘likes’ or Twitter ‘re-tweets’ fell to the bottom of the list” of preferred metrics, with just 30 percent and 39 percent of […]

Carriers, devices and regulation – mobile targeting today can be a speed bump for marketers and publishers who drive to address or create scalable audiences. Placed founder and CEO David Shim believes understanding location data is the key to mobile targeting and Placed’s analytics will help open it up as location becomes the new web […]

The search for a better understanding of a digital ad’s effectiveness remains hot. And with today’s purchase of Vizu, announced this morning, Nielsen says its clients will be able to measure their online branding campaigns in something like real-time. Not only that, Nielsen says it wants to help them optimize their audience buying efforts by […]

PRESS RELEASE

Members of a key online standards body are hashing out what to do about Microsoft’s controversial decision to ship Internet Explorer 10 with the Do-Not-Track setting turned “on” by default. On a conference call yesterday, representatives of three member companies in the World Wide Web Consortium’s (W3C) “tracking protection” working group argued forcefully that Microsoft’s […]

“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Jeremy Stanley is SVP Product and Data Sciences for Collective. As an industry we have largely concluded that existing measurement solutions (CTR, view-through and click-through conversion) have glaring flaws. And so we have […]

Bret Leece knows analytics. He got his start in 1995 creating econometric time series models to track and predict Sprint’s call center activity, before moving on to CRM and database marketing roles including at MarketShare. Currently Initiative’s EVP of performance analytics, he has a long view of where advertising performance has been and where it’s […]

Back in January, enterprise analytics company SAS took the plunge into the online ad ecosystem and acquired publisher-side ad server aiMatch.  Read the Q&A with SAS’ exec Wilson Raj. Now that aiMatch has been “swallowed,” SAS is launching new advertising products (read the release) led by aiMatch’s former CEO Jeff Wood, who is now Senior […]

Andy Lerner is CEO of Trust Metrics, an online advertising analytics and tools company. He discussed with AdExchanger where his company fits in the online ad ecosystem as advertisers and publishers look to understand more about the context of ad placements and the opportunities they can afford. Can you talk a little bit about the […]

Pure-play firms reign supreme in a new Forrester evaluation of attribution vendors, released this morning. After ranking eight vendors – a blend of specialized firms and large analytics companies with attribution on the menu – the researcher placed the one-note singers at the front of the choir. All five specialists – Visual iQ, Adometry, ClearSaleing, […]

Depending who you ask, momentum for an online GRP measurement standard is either the best answer the online video business has to unlocking billions of TV ad dollars or it’s a menacing hand from the past come to smother web video metrics in the cradle. The latest major player, and first publisher of size, to […]

Ilya Lichtenstein is Co-Founder of Mixrank, an online advertising, competitive data and analytics company. Lichtenstein discussed his company’s offering last week with AdExchanger as well as today’s release of a new API (read more) designed to “enable any enterprise customer complete access to our entire dataset of historical data going back nine months or so […]

For marketers, the ease of using a single buying metric – The Gross Rating Point (GRP) – across traditional and digital channels remains attractive, but whether it can be effectively extended to digital remains to be seen as this survey of industry executives indicated last year on AdExchanger. Last week, comScore stirred the GRP pot […]

Yesterday, comScore announced its Validated Campaign Essentials (vCE) product which marks the next evolution in integrating AdXpose into its product line devoted to ad effectiveness. AdXpose was acquired back in August for $22 million (AdExchanger Q&A). The release states that vCE provides a “view of campaign delivery and a verified assessment of ad-exposed audiences via […]

Randy Smith is President of ClearSaleing, an advertising analytics and attribution management platform company. As part of its “State of…” series of articles with industry executives, AdExchanger.com sat down with Smith to discuss his company, his views on the space, and the state of ClearSaleing today. Click below or scroll down for more: On Being […]

John Squire is Chief Strategy Officer of Coremetrics, an IBM company. He discussed his company’s new enterprise analytics product and digital data exchange as well as marketing challenges with data today. Click below or scroll down for more: Unica and Coremetrics Where SPSS Fits The Digital Data Exchange Agencies and IBM AdExchanger.com: Can you talk […]

Yesterday, media measurement firm comScore acquired ad verification firm AdXpose (formerly mPire) for $22 million. Read more. Anne Hunter, VP, Ad Effectiveness at comScore, discussed the acquisition and its implications. AdExchanger.com: This is a relatively small acquisition in terms of dollars.  Why not build out versus buy AdXpose? AH: The products available via comScore AdEffx […]

PRESS RELEASE

Today, social media marketing company Buddy Media announced the acquisition of Spinback, a social commerce analytics and technology company. On Buddy Media’s company blog, Buddy Media CEO Mike Lazerow explains how attribution was at the center of the reason for buying Spinback: “By combining sharing and conversion tracking into one elegant technology solution, Spinback shows […]

Manu Mathew is CEO of Visual IQ, a channel marketing intelligence software company. AdExchanger.com: Let’s start with the name Visual IQ – what’s the idea there? MM: The name Visual IQ represents the two high-level concepts behind the hosted software products that comprise our IQ Intelligence Suite – the first being the world’s most accurate […]

Steve Latham is CEO of Encore Media Metrics, an attribution technology company. AdExchanger.com: So, you started the company through selling your agency, correct? SL: Yes, we are using proceeds from the sale of my agency, Spur Interactive, to fund the launch and growth of Encore Media Metrics.  While we don’t need to raise additional capital, […]

Jason Lynn is Chief Strategy Officer of interclick, an online advertising company. Lynn is responding to Hooman Radfar of Clearspring who authored a One Question piece recently – “What Is The Biggest Misconception About The Use Of Data For Ad Targeting?“… Leaders in the data targeting business uttered a collective ‘Amen’ to Hooman Radfar’s assertion […]

Often, a question doesn’t have an easy answer in the digital advertising business. This is a column devoted to an answer to a single question – and providing a bit of space for it. Today’s participant is David Skinner, SVP Client Solutions / Account Management at [x+1], an online targeting platform. He recently answered the […]

Wes Nichols is CEO of Marketshare, a provider of predictive models and software for marketing. AdExchanger.com: What is the problem MarketShare solves today? WN: The problem MarketShare solves is actually an age-old one made even more complex with the digital era:  where and how should I invest to drive sales for my company?   I’m not […]

On Tuesday, tag management firm TagMan announced that it had closed $2+ million in Series A investment led by venture capital firm Greycroft Partners. TagMan founder and CEO Paul Cook said in the release, “We will put the new funding to immediate use in releasing version 3 of our technology, building out our infrastructure to […]

Below is a sample of industry reaction to yesterday’s acquisition of attribution analytics company ClearSaleing by e-Commerce infrastructure and services company GSI Commerce. Read the release. Justin Evans, SVP Audience Insights, Collective GSI’s move into the advertising analytics arena emphasizes the trend among advertisers to take advantage of increasingly sophisticated ROI metrics. As data sources […]

Petsky Prunier provided investment banking services in today’s announced acquisition of ClearSaleing by GSI Commerce. Sanjay Chadda, Partner & Managing Director at Petsky Prunier discussed the transaction. AdExchanger.com: How long was the deal in the making? What’s your view on M&A momentum currently? SC: As a high profile company and given its #1 ranking in […]

GSI Commerce announced today that its Global Marketing Services division has acquired Columbus, Ohio-based, attribution analytics firm ClearSaleing. From the GSI Commerce release: “The acquisition of ClearSaleing broadens and deepens the division’s portfolio of marketing services offerings and overall market position. Terms of the deal were not disclosed.” Read more. Chris Saridakis, CEO, GSI Global […]