Platforms

Having lost its display dominance last year to Google and Facebook, Yahoo has turned to high-profile Google veteran Marissa Mayer to help reverse the company’s decline. Read the release. In making the choice, Yahoo has decided to replace widely respected digital ad sales veteran Ross Levinsohn, who had been serving as CEO on an interim […]

Having come a long way from its mobile video days, Waltham, Massachussetts-based Nexage appears ready for the next stage of its real-time bidding (RTB), mobile ad exchange strategy given the recent round of investment led by telecom SingTel’s venture group, SingTel Innov8. Though Nexage CEO Ernie Cormier cautions the investment is financial versus strategic and […]

“Social Exchange” is a column focused on the evolving roles of social media in online advertising. Ed Kats is president of MediaWhiz, a performance marketing and integrated digital media agency. MediaWhiz is part of the Hyper Marketing Inc. network.  Some marketers love to bash Facebook ads. We saw it in the immediate aftermath of General […]

The steady collection of extreme tech skills over at real-time ad platform and app marketplace AppNexus is creating a growing opportunity around services. The company is actively recruiting for an AppNexus Global Services unit, according to a company website, including NYC and London “open positions” from its job board. Call it a high tech agency or […]

The U.K. is rapidly catching up to the U.S. in programmatic media, with DSPs servicing about 30 percent of GroupM’s display ad spend this year compared with 20 percent in 2011. WPP’s global media arm issued its measured ad spending report for the country this week (press release), and while the overall picture is stagnant, […]

Facebook has lately hinted at a more open approach to its ad platforms, and agencies are buoyant about the prospect of managing their Facebook buys alongside display, search, and other channels. But it’s early days. The Facebook Exchange is evidence of this open attitude, as is the porting of Facebook ad buys onto Zynga’s owned […]

“Now Serving Mobile” is a column focused on the audience-buying opportunity in mobile advertising. Julie Preis is SVP of product management at Mocean Mobile. If you are a developer working on a new mobile app, you have two types of software development kits (SDKs) available to you for connecting to ad buyers: bundled and unbundled. […]

The ad sector’s creative apparatus has a good deal of work cut out before it wraps its head around data to the extent media and digital agencies have. But to hear some tell it, analytics – or “insights” as many prefer – has begun to permeate campaign ideation. In Cannes last week, AdExchanger talked with […]

WPP Group just scored a win at the intersection of social and programmatic display. Facebook has confirmed to AdExchanger that it added the holding company’s Xaxis audience buying unit to its list of approved real-time bidding partners for the new Facebook Exchange. Xaxis is the only one of Facebook’s RTB partners to hail from within […]

Carolyn Everson is the Facebook exec most directly responsible for positioning the company’s ad products to marketers. Today at the Cannes Lions festival, she’ll help unveil a new Creative Council (announcement), which will help establish the road map for the company’s creative formats. Everson took a moment yesterday to talk with AdExchanger about Facebook’s evolving […]

“Ad Agents” is a column written by the agency-side of the digital media community. Christy Belden is VP Media+Marketing at LeapFrog Interactive, a digital marketing agency. We live in a myriad of systems, which interact and work with another on a continuous basis. A great example of this is ants. Ants have the ability to […]

After being banned from buying Yahoo! owned & operated inventory in early November, it appears that retargeters are being allowed to return to Right Media Exchange (RMX) and taste Yahoo!’s (by all accounts) high-performing display media. Let’s go to the AdExchanger diagram so you can see how the retargeting magic is happening. This will assume […]

Michael Scissons is founder and CEO of Syncapse, a Toronto-based, social performance management platform. Last week, Scissons’ company acquired Clickable, a social and search ad platform based in New York City. According to the release, “Clickable’s social and search advertising management functionality will become a key addition to Syncapse’s suite, which includes social media publishing, […]

A couple of weeks ago, Google announced its new Doubleclick Digital Marketing platform which further integrates DoubleClick ad products and begins to offer the promise of efficient cross-channel buying across media channels such as display and search. Many in the industry, particularly privately, see an inevitability in Google corralling much of the data-driven, display ad […]

A story reported here yesterday was missing some key nuances in how the Facebook Exchange will work. The below is our clarification and correction based on new information shared by Facebook and its DSP partners. Sources told AdExchanger yesterday, and Facebook confirmed at the time, that frequency capping would not be possible through the new […]

Update: The below story has some missing information and an inaccuracy. Rather than edit it, we’ve created a new post with a short technical explanation of how frequency capping and impression tracking *do* work on the Facebook Exchange. In our opinion the error doesn’t detract much from the below analysis, so we hope you’ll read […]

Facebook’s decision to enable real-time bidding on its site, as well as layering in retargeting capabilities, will certainly help solve the perceived revenue shortfalls that caused such a negative reaction to its much-hyped IPO, but as eMarketer analyst Debra Aho Williamson tells AdExchanger, any lift the social network sees in ad dollars will be strictly […]

Facebook has signed deals with a number of demand side platforms to enable real-time bidding on its ad inventory, AdExchanger has learned. In an offering called Facebook Exchange, the company plans to let advertisers deliver impression-level targeting to Facebook users who they have previously cookied elsewhere on the web. It’s the first time audience buying […]

“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Nikhil Sethi, who is co-founder/CEO Adaptly. In the world of social media and social networks, native advertising models are taking over. Anything I can do as a consumer – […]

“Now Serving Mobile” is a column focused on the audience-buying opportunity in mobile advertising. Jennifer Lum is President and Co-founder of Adelphic Mobile. Apple is hosting its annual World Wide Developers Conference this week in San Francisco and there is speculation it will announce significant updates – a few of which could have a big impact on […]

Jason Ramsey is Director of Program Management at Microsoft and helps guide the ongoing development of Microsoft’s advertiser-side ad serving technology known as Atlas. Ramsey helped drive development at Atlas prior to Microsoft’s acquisition of aQuantive in May 2007. As part of AdExchanger’s “State of” series, we spoke to Ramsey last Monday about the state […]

Are advertisers frustrated with the limits of Facebook ads witnessing the advent of a more conciliatory approach? A new change allowing marketers to serve ads only to the news feed – or even only to the mobile news feed – suggests that may be the case. But agencies want more. Before yesterday’s change, marketers could […]

Setting aside for a moment the credibility gap inherent in any new Yahoo product launch – let alone a search product – you have to admire the company’s brazenness in talking up the ad potential for Axis, its new lightweight browser geared toward smartphones and tablets. Below are a few choice comments Ethan Batraski, director […]

Despite AOL’s efforts to build up its owned & operated sites, including the Huffington Post Media Group its local content offering Patch, the portal’s real growth has always come from its Advertising.com ad network. So it wasn’t too much of a surprise when AOL announced a few executive shifts that are designed to highlight the […]

With its deal to buy Vitrue, database giant Oracle wants to be the first to help corporate clients integrate social across human touch points – both within and beyond the organization, as well as up and down the purchase funnel. “By combining Oracle’s assets with social marketing, social calling, social service, and social monitoring, we […]

Online video advertising platform Adap.tv has a distinct goal in mind for its new App Center: to bring buyers, sellers and vendors that serve each into a single video marketplace for brand advertisers that will eventually include TV ad inventory. The thinking, Teg Grenager, Adap.tv co-founder and VP, told AdExchanger, is that as TV buying […]

“Now Serving Mobile” is a column focused on the audience-buying opportunity in mobile advertising. Eric Johnston is VP Engineering and Chief Architect with Verve Wireless. Last October, when Apple released version 5 of its mobile operating system, hidden deep in the developer documentation was a short note attached to a system function called uniqueIdentifier: “Deprecated […]

Josh Manion is CEO of Ensighten, a tag management technology company. AdExchanger: Do you consider Ensighten a publisher side tag management company? Or do you consider some connection with the buy side as well? JM: If you were to categorize us in that framework, I would say we’re probably more publisher-focused… Some of our technology […]

Facebook is keeping the door open to an ad network. Its recently updated Data Use Policy says, “We may serve ads, including those with social context (or serve just social context), on other sites.” But “may” doesn’t equal “will.” In conversations with AdExchanger, Facebook observers place bets on if and when Facebook will launch an […]

$10 million is a drop in the proverbial bucket of General Motors’ $1.8 billion U.S. advertising budget. But for Facebook, losing that .6 percent of the no. 3 U.S. advertiser’s spend is a painful blow, coming as it does just before its expected public offering. The Wall Street Journal’s report (sub required) yesterday spun the […]