Platforms

There are two ingredients in Refinery29’s recipe for success with Facebook video: subtitles and trailers. The digital fashion and lifestyle publisher made the discovery with native ad platform Adaptly while studying how to make long-form and autoplay video content resonate with audiences on Facebook. Refinery29 focused on Facebook video since the social platform is a solid source […]

App marketing vendors are starting to talk about omnichannel. That includes Swrve, the marketing automation company which announced Wednesday that it had acquired adaptiv.io, a smaller data automation player. The move is aimed at helping brands “orchestrate user experiences across traditional channels and mobile channels,” said Swrve CEO Christopher Dean. That makes sense since no […]

Why did Time Inc. decide to partner with Etermax, the Buenos Aires-based game studio responsible for the hugely popular app Trivia Crack? a) as a native play b) as a form of content discovery c) to encourage mobile engagement d) all of the above The answer: d. “We’re quickly evolving from being a print company […]

Pubs and brands have complained about programmatic inventory on open exchanges for years, but a renewed focus on inventory quality is gaining traction. AppNexus has long positioned itself as the platform for ad networks, but it reversed its policy in recent weeks by removing ad networks that don’t provide direct publisher or seller relationships. Shortly […]

While the rise of subscription video services won’t lure all consumers away from ad-supported offerings, it represents a disruption to current business models – partially driven by ad blocking and consumer demand for better experiences. “If you think about all of the content we consume that is supported by an advertising model, if a consumer […]

There was a time around 2009 when you couldn’t talk about Zynga without also talking about Facebook. Back then, FarmVille, CityVille and CafeWorld were beyond ubiquitous. But Facebook wasn’t mentioned once on Tuesday during Zynga’s third-quarter earnings call. That’s partially because Facebook’s users are increasingly mobile, with 1.39 billion monthly actives out of 1.55 billion […]

Facebook continues to see hand-over-fist growth in its ad revenue and user base, according to Wednesday’s third-quarter earnings report, which pegged overall advertising revenue at $4.3 billion. That’s a 45% gain over Q3 2014, and 57% higher when currency fluctuations are factored in. Facebook’s user growth continues to accelerate. Since the platform’s first-ever billion-user day […]

Eight months after former CEO George John stepped down and the company started a search for his replacement, Rocket Fuel has decided to give head of sales Randy Wootton the keys to the city. Wootton was first hired in March to oversee a reorganization that split the company’s sales efforts clearly into three channels: agencies, direct […]

Criteo is prepping a Universal Match product as a serious contender in the cross-device arms race. The company is pooling anonymized data from two-thirds of its 9,300 brand customers in its consumer database. Every brand that participates provides CRM data (not unlike Google’s Customer Match) that would enable them to target specific users cross-platform through […]

AppNexus unveiled a publisher suite Wednesday designed to offer an alternative to DoubleClick for Publishers [DFP], the dominant solution in the market. The AppNexus Publisher Suite includes an ad server, completely rebuilt after its acquisition of OAS [Open AdStream] in September 2014, and supercharged with forecasting from its acquisition of Yieldex in March. Publishers can […]