Platforms

Twitter’s revenue and user growth story – especially US user growth – is grounded in a harsh reality. Overall revenue for the quarter came in at $574 million, down 5% year over year. Ad revenue was also down 8% on a YoY basis, clocking in at $489 million. This is the third quarter in a […]

The New York Post has a love-hate relationship with pre-roll. While pre-roll typically commands high CPMs when sold directly, too often it’s hard to monetize because it’s either in short supply or locked up in private marketplaces. Sometimes the supply issue is technical. The New York Post recently found it had missed half of its […]

Facebook is pretty much minting money at this point. Despite concerns over ad load maxing out in the news feed, Facebook posted revenue of $9.32 billion for the second quarter, up 45% year over year from $6.43 billion. Mobile ad revenue at $8 billion was responsible for the vast majority of Facebook’s overall revenue in […]

Facebook ads are effective within Facebook, but how good are they within a mixed-media campaign, or when assessed over the entire customer journey? That’s the fundamental paradox of the walled garden: Marketers get great data inside of it, but hardly any outside. But Facebook is trying to shed its reputation for impenetrability. The company has […]

Sovrn CEO Walter Knapp sat down in a conference room on June 27 and told 27 staffers it would be their last day. Knapp told AdExchanger the layoffs were proactive. Before the layoffs, the company had grown from 50 people to more than 250 staffers in two years. It raised $18 million in August 2015, […]

Ask Facebook for access to its data and the official answer is going to be, “Nope.” But under certain circumstances, a limited number of advertisers and agencies are tapping into impression-level Facebook campaign delivery data, AdExchanger has learned. The data-sharing arrangements are euphemistically referred to as “clean rooms.” These clean rooms are safe spaces where […]

Time Inc. knows that producing magazine content requires data – like seeing how many issues sell based on the cover story. But digital allows for an additional level of analysis the magazine-native publisher hadn’t fully embraced. Which is why Time Inc. pruned down its more than five dozen analytics tools and focused on just a […]

Back when real-time auction app Tophatter was founded in 2012, it spent as much as 95% of its user acquisition budget on Facebook. But with a solid user base of around 12 million registered users, it’s been making a concerted effort to mix up its UA strategy. “In the beginning, Facebook was a big gorilla, but […]

For smaller publishers or influencers, ad revenue isn’t always the strongest path to monetization. Many want direct relationships with consumers. They want to stake out their own URL to build on a social media presence. On their own site, they prefer to charge for subscriptions, accept donations or sell products in order to support their […]

Mobile creative is a Catch-22. While rich media units are engaging, they’re expensive to make and tougher to scale than programmatic banners. But banners look bad on mobile and get a bad rap for ruining the user experience. Shazam and Waze are two apps championing beautiful mobile creative, but they can do so by relying […]