Platforms

Merkle is introducing Publisher Addressable Marketplaces, which matches its advertisers’ CRM data with publishers’ subscriber data in order to target real people through partners like Pandora, Trusted Media Brands, Viant and LiveIntent. Publisher Addressable Marketplaces’ data onboarding and targeting capabilities are similar to Facebook’s hugely successful CRM matching program Custom Audiences, and its introduction comes […]

Snapchat added Moat and DoubleClick to its measurement arsenal Thursday. Moat will enable measurement based on viewability, audibility and human audiences. The Google DoubleClick ad server joins nine other measurement partners, including Sizmek and Innovid, to help ensure an ad has been served and to add reach and frequency data. With these third-party measurement tools […]

Kim Kardashian and pop star Taylor Swift are the only people with more social followers than Ellen DeGeneres. The popular talk show host’s brand transcends demographics and geographies, which has spurred a deeper shift into digital despite Ellen’s TV ratings strength. In May, Ellen Digital Ventures and Warner Bros. Television launched the Ellen Digital Network […]

On Tuesday, Pandora revealed it would be introducing two visual ad units at the end of the year: a mobile ad unit delivered within the same space that has the album art, and that adjusts based on the phone’s screen size; and muted video in a responsive display unit. Both are in beta with Express […]

After a late start, AppNexus is continuing to double down on video. The company launched a closed beta for video viewability measurement and reporting across its platform on Tuesday. The plan is to move into open beta by the end of Q2. The announcement comes a little less than three months after AppNexus took the […]

Facebook-owned Instagram debuted business profiles and account tools on Tuesday. While many personal accounts are used for business, Instagram formalized the system and added promotional capabilities like putting spend behind a post and basic targeting, measurement and reporting tools. While business accounts aren’t meant to be an enterprise-class solution, the vast majority of advertisers on Instagram […]

Kelly Liyakasa contributed. What a month for Facebook’s ad business. Late Thursday and early Friday, Facebook signaled plans to serve more ads to nonusers on its Facebook Audience Network (FAN). The company also moved to shutter two other ad tech components: its LiveRail exchange (parts of which had already been sunsetted) and its Facebook Exchange […]

“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 Tod Sacerdoti, vice president of display and video ad products at Yahoo. Ad fraud in video and display is nothing new – it’s an issue that has plagued the industry […]

Google is cracking open the gates on its AdWords demand. Its giant pool of search buyers will be able to dip into other exchanges when they need to find a user for retargeting campaigns. The move was buried in a blog post about mobile innovation Tuesday. The change makes Google far more open, benefiting buyers, […]

The long-rumored demise of Facebook’s desktop FBX will finally arrive. The social media giant will shut off its desktop retargeting tool Nov. 1. Partners buying through the FBX API will have to use a different one, said Matt Idema, Facebook’s VP of product monetization. Current partners include AppNexus, Criteo, AdRoll and MediaMath, among others. “FBX […]

Instagram announced Tuesday that it’s opening up its advertising Partner Program to a new category of member: media buyers. The program today is comprised of a set of about 50 vendors certified for Instagram’s ad tech, content marketing and community management services. Bringing media buying services into the fold is the natural next move for Instagram […]

In a nod to mobile’s growing importance for advertisers and its own bottom line, Google on Tuesday unveiled AdWords updates and local ad formats to help marketers execute mobile-focused ad campaigns. Advertisers can now connect more widely with Google Maps users and give consumers more information in their text ads. Google also gave manufacturers access to […]

A new Snapchat campaign from 20th Century Fox for “X-Men: Apocalypse” will drive awareness and ticket sales for the movie’s Friday premier. Snapchat has run plenty of branding-oriented campaigns, but this new effort is one of very few forays that include a direct-response component (in the form of a Fandango e-commerce call to action), a […]

It’s hard to scroll through Facebook without encountering some short-form video from NowThis (like Donald Trump “awkwardly sort of apologizing” to Fox News host Megyn Kelly) in your news feed, and the socially distributed media company wants it that way. Founded four years ago by BuzzFeed and HuffPo execs Ken Lerer and Eric Hippeau, NowThis […]

TV or digital? Birchbox is still making up its mind. The two aren’t mutually exclusive, of course, but the online beauty retailer has decided to press pause on its TV advertising efforts while it tests out the effectiveness of a targeted social-first brand campaign. “We turned off TV in February to make sure that we […]

The web gets surfed and apps get downloaded. That’s the way it generally works. But Android Instant Apps – the ability to stream apps without having to install them – changes the math on that equation. Google trotted out its new app regime at its I/O developers conference on Wednesday amongst other flashier fare – everything from […]

Facebook and Google may hoover up 85% of incremental digital ad dollars, but that doesn’t mean it’s time for the LUMAscape companies to pack it in. Facebook is “not where the smart money is being spent,” said Jim Payne, co-founder and former CEO of MoPub, speaking at the Acceleration show hosted by mParticle in New York […]

SAP entered the digital advertising market this week, creating a DSP and DMP from scratch it’s dubbing SAP Exchange Media (XM). Wolfgang Faisst, co-founder and head of SAP XM, acknowledged that despite an ecosystem of “thousands of ad tech companies,” SAP decided to step up because of demand for end-to-end integration. Because SAP XM connects […]

Exploding smartphone growth makes Brazil more than just a mobile market to watch – which is why German mobile performance marketing firm glispa is putting down local roots. On Tuesday, glispa announced the acquisition of Mobils, a 10-person mobile-focused digital agency based in Sao Paulo. Glispa declined to share how much it spent on the […]

In a significant expansion of its video ad offering, Facebook will bring video ad formats to its Instant Articles platform and to the external apps and sites in its Audience Network, the company announced Monday. It’s the first time the company will deliver video ads beyond its owned-and-operated properties – excluding its LiveRail video sell-side […]

Eliza Nevers, Christian Calderon and Michael Oiknine will participate in a panel discussion on mobile fraud at the May 24 CLEAN ADS I/O conference in New York. AdExchanger: What’s the single biggest thing marketers contending with mobile ad fraud should be focused on? MICHAEL OIKNINE, CEO of Apsalar: Fraud has become such a problem in large part […]

Andy Kauffman, Marriott’s VP of digital marketing, loves running tests. “We’re very comfortable failing as long as we learn from that and iterate going forward,” said Kauffman, who oversees product and digital brand strategy for Marriott.com. “It may be an overused term, but we really do embrace a test-and-learn approach.” There are dozens of multivariate […]

Playboy’s first NewFront is Friday and the publisher is treating the event as a “multi-platform” coming-out party. Following its recent rebrand as a safe-for-work men’s lifestyle media option, Playboy wants to attract more millennial males. The publisher’s first no-nude print issue in Playboy history ran in March. The rebrand is a key moment. Despite Playboy’s position […]

When Amazon debuted its Video Direct service on Tuesday, the media hailed it as a rival to YouTube. Video Direct lets content creators post and monetize video directly on Amazon’s Video and Prime platforms. Amazon isn’t commenting beyond the release, but there’s no standalone platform and the only launch partners are media publishers, film studios […]

Activision Blizzard, the gaming and interactive entertainment brand behind the “Call of Duty” franchise, and which acquired Major League Gaming (MLG.tv) for $46 million in January, is betting that e-sports will go mainstream. Its media imprint, Activision Blizzard Media Networks, aims to build the “ESPN of e-sports,” spearheaded by former ESPN CEO Steve Bornstein. On […]

At face value, AwesomenessTV looks like your average YouTube multichannel network (MCN). Except it’s not, according to Paul Kelly, AwesomenessTV’s chief partnerships officer. AwesomenessTV has amassed 160 million total subscribers and now boasts nearly a billion monthly video views across platforms. A network of creators helps support its shows, but the company is also a […]

Facebook’s Dynamic Ads – a format the social network introduced last year – is available as of Tuesday on both Instagram and the Facebook Audience Network. (More on the Facebook blog.) Basically, Dynamic Ads lets advertisers promote products to their highest-value prospects as they navigate Facebook (and now Instagram) properties. Facebook claims that more than […]

Updated with comment from FreeWheel’s CEO. Comcast has acquired StickyAds.tv, a French video ad tech startup focused on publishers. Re/code first reported the news Sunday night, and Comcast confirmed it Monday morning. Terms of the deal were not disclosed, but Business Insider claimed the deal was an all-cash transaction and worth “at least $100 million.” […]

YouTube reaches more 18- to 49-year-olds on mobile alone than any cable network or broadcaster, said Susan Wojcicki, CEO of YouTube, during Google’s glitzy Brandcast event Thursday night in New York City. She cited MAGNA Global’s $250 million upfront commitment to Google Preferred as evidence of the shift of brand TV dollars to digital. YouTube […]

The claim that Facebook Instant Articles is about a faster user experience is a red herring. While that may be one goal, the program has a strong business rationale: It extends Facebook’s walled garden and creates a new foothold for its $1 billion Facebook Audience Network ad platform. Instant Articles does not allow third-party monetization. […]