Platforms

Following an injection of $15 million in Series B funding, app monetization platform and mobile SSP Supersonic has its eye on the East. The company, which changed its name from SupersonicAds last week, plans to use the cash to expand into Asia — China, Japan, and India specifically — which Supersonic CEO and cofounder Gil […]

The proliferation of customer relationship management (CRM) platforms and marketing automation platforms has allowed business-to-business (B2B) marketers to focus higher up the sales funnel and seek out vendors to automate lead gathering. At the same time, the growth of social media has provided a wealth of data on potential customers. It’s led some marketers to […]

Triggit, known to many as the “Facebook-only” retargeting firm, is taking on native ads outside the Facebook platform. The company is courting publishers with the promise to support their native advertising formats and bring the kind of in-stream ad experiences it has run in Facebook’s news feed over the past year to a wider range […]

Video demand-side platform TubeMogul priced the shares for its public offering Thursday, and the target price is significantly lower than the $11 to $13 per share the company previously specified. The company now expects to debut shares at a rock-bottom $7.00 to $8.00, according to an updated S-1. The company had previously hoped to raise $93 million, […]

China accounted for more than half of the total global mobile ad spend in Q2 2014. We’ll let that sink in for a moment. From a number like that, it’s little wonder Chinese advertisers and developers are increasing their mobile spend and scaling up their businesses internationally, according to a report released Thursday by app […]

The sad tale of mobile ad exchange Mobclix, which was forced to declare bankruptcy in 2013 after being acquired — and mismanaged — by mobile agency Velti, seems like it could have a happy ending. In November, Mobclix was acquired yet again, re-emerging several months ago as Axonix, a programmatic mobile exchange underpinned by the […]

In its second quarter, Yahoo sold 24% more ads compared to the second quarter of 2013, and yet the price per ad went down 24%, suggesting the company has been unable to stem the tide against declining CPMs. (Read the press release.) CEO Marissa Mayer expressed disappointment in the company’s display ad performance. “Our top priority is […]

The cross-device measurement chasm just got a little smaller with the commercial release of mobile ad measurement capabilities, now available as part of Nielsen’s Online Campaign Ratings (OCR) tool. The promise of mobile web and in-app measurement is both an alluring prospect for advertisers looking for a cross-platform view of consumers across digital and TV […]

Yahoo finally has its video distribution platform. Following flirtations with Hulu, Dailymotion and NDN, the company pulled the trigger Friday on Rayv, an Israeli company focused on high-quality video. In a post on Yahoo-owned Tumblr, Yahoo’s VP of cloud platform and services, P.P.S. Narayan, described how the deal is meant to enhance Yahoo’s “underlying technology […]

“The Sell-Sider” is a column written by the sell side of the digital media community. Today’s column is written by Brian Mikalis, senior vice president of monetization at Pandora. In general, I’m a huge fan of making the buying and selling of digital ads more efficient and effective. This desire to continually evolve and improve […]

The SundaySky has shifted. Since the video ad company launched its SmartVideo platform in 2011, it has ramped up its focus on personalized ads and video content. It’s an evolution for a company whose platform was first used by brands like AT&T to create videos for customer messaging. SundaySky has raised $40 million in funding to date from investors […]

Remember the scene in the movie “Kill Bill, Vol. 2“ where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad. It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out […]

The cost of Facebook ads is on the rise – but advertisers don’t seem to mind because they’re seeing results. At least for now. According to the most recent Q2 benchmark report from Facebook ad partner Nanigans, the click-through rate (CTR) on Facebook ads was up 146% year over year and rose 47% from the first quarter. Spend […]

Missing in the Media Rating Council’s (MRC) definition of in-browser video viewability (50% in view, playing for two consecutive seconds) is any stipulation around audibility. This isn’t an oversight – the MRC chose not to institute an audibility requirement because the technology doesn’t exist to determine muting in all instances, said David Gunzerath, SVP and […]

Facebook’s purchase of video supply-side platform (SSP) LiveRail for $500 million underpins its deeper foray into video advertising and positions the social network as a major force in premium publisher monetization. While some experts argue the purchase is a direct response to Google’s recent launch of its programmatic video marketplace Google Partner Select, the sum […]

Facebook has agreed to buy video ad platform LiveRail, the companies said today. The acquisition will build Facebook’s capabilities around video, both on its own platform and on those of other publishers. LiveRail customers include Major League Baseball (MLB.com), A&E Networks, Gannett and Dailymotion, giving Facebook its first video ad server integration with premium video owners.  Terms of the deal weren’t […]

Three months after launching a pilot program for mobile app install ads, Twitter has made the offering available to all advertisers. The format is a bid to capture surging app promotion budgets that have been a boon to Facebook, Pandora and dozens of mobile-specific ad networks and demand-side platforms (DSPs) over the past two years. Ride-sharing service Lyft, EA […]

Before Brazil defeated Croatia at Arena de Sao Paulo to open the 2014 World Cup, the Coca-Cola Co. unfurled across the pitch the fruits of its biggest marketing campaign in its history: a giant mosaic called the “Happiness Flag.” But this campaign, which ended on the soccer field, began online. Activated across 175 countries, the Happiness Flag […]

When B. Bonin Bough, the VP of global media and consumer engagement at Mondelēz International, took the stage Tuesday at the Cannes Lions festival, he proclaimed that he couldn’t see a reason why brands wouldn’t go completely programmatic – a sentiment he held even back in 2013. In 2014, Mondelēz set the first stages of […]

In a wide-ranging panel at Cannes, CEOs Dick Costolo (Twitter), Philippe Dauman (Viacom) and Martin Sorrell (WPP) discussed the evolution of rich media consumption on mobile devices and why marketer investment in mobile video does not yet match consumer demand. Sorrell, who opened the panel by stating WPP spends $750 million with Viacom (said Dauman: […]

Twitter has seemingly renewed its commitment to the second screen, revealing plans Thursday to acquire live video clipping and distribution platform SnappyTV. “Our goal is to help publishers quickly share great moments from events so people can experience those moments as they happen,” wrote Baljeet Singh, a director of product management at Twitter, in a […]

Updated with comment from Yahoo Yahoo has been courting agencies for months, rumoredly circulating a blueprint to bring Tumblr sponsored posts off-site to Yahoo owned-and-operated properties, as AdExchanger reported in early May. Yahoo has now emerged with those plans publicly, rolling out on Tuesday Tumblr Sponsored Posts through Yahoo’s network, which the Internet company claims will reach […]

Penry Price has a long legacy as an advertising exec. He went from Google to Dstillery and, as of eight months ago, assumed the role of VP of marketing solutions at LinkedIn. Compared to his previous roles, Price has a slightly different imperative at LinkedIn. Because of the social network’s audience of 300 million business-minded registrants, […]

As advertisers seek ways to extend their broadcast media buys through cross-platform campaigns, cross-screen ad-delivery companies are bridging the technical gap. Such is the case with cross-screen tool Civolution, which has teamed up with Facebook Preferred Marketing Developer Brand Networks to help brands buy social ads in conjunction with live television events. Omnicom’s Resolution Media is […]

Why did Singapore Telecommunications’ ad tech subsidiary Amobee buy Adconion and Kontera for a combined $385 million? For Amobee CEO Mark Strecker, it was a matter of moving Amobee’s focus from mobile advertising to digital advertising. And the company needed Kontera’s technological assets and Adconion’s business organization to accomplish that. Once integrated, Amobee will have […]

Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an […]

One of Facebook’s hidden assets is the waterfall of data signals it gets from other websites and apps. These signals wend their way to Facebook from social plugins, conversion pixels and retargeting cookies embedded on millions of websites and mobile apps. Facebook’s code snippets tell the social network whenever a user lands on a product […]

Monetizing apps in the iOS environment means playing by Apple’s rules, and occasionally adapting to changes in how those rules are enforced. Sometimes those changes can impact the way ads are served and tracked, as happened back in February when Apple (briefly) put a barbed wire fence around the use its Identifier For Advertising for […]

Twitter has snatched up mobile native advertising provider Namo Media, adding technology to enhance exchange-based monetization for app developers. Terms of the acquisition were not disclosed, and Twitter declined to comment. Namo Media has roughly eight employees, and will merge its product into the MoPub platform. The company’s SDK helps mobile app developers integrate native advertising by […]

The world’s largest independent ad tech company broke character this week. Before snatching up Paris-based ad viewability firm Alenty, as AdExchanger was first to report, AppNexus had been historically inclined to build rather than buy owing to its strong engineering culture. But that may be changing as bargains present themselves in the form of mature […]