Agencies

Agencies and holding companies are pointing to customized algorithms as a way to differentiate from the competition. Tech providers, too, claim that algorithms developed in-house offer better optimization capabilities than those that are more generally available. But as these algorithms become more popular, the parameters of what entails customization are loosening. In most cases, agencies […]

As news of the Publicis-Omnicom mega merger settles, questions remain about what this means for the advertising landscape. AdExchanger reached out to venture capitalists who fuel much of the ad market and asked them this question: “What impact do you expect the merger will have on ad tech and venture capital, if any?” Click or […]

 “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 Sacha Xavier, partner, media and innovation director for for Neo@Ogilvy, and Paul Chenier, vice president of national sales at AskMen.com. Are you frustrated by the number of emails and calls […]

RBM Co-founder and CEO Elliott Easterling is a believer. For his San Francisco-based performance marketing agency, which has broadened its scope beyond search to display as well as other channels, agile marketing works – and the $6 million in net revenue last year is the proof. Ignited by Silicon Valley startups and its agile product development […]

Creative agencies, media agencies, PR agencies, “general” agencies. All have faced significant technology disruption in the form of shifting consumer behaviors, disintermediation by vendors, and relentless waves of “marketing tech” requiring evaluation and training. To understand the changes afoot in marketing services business models, we asked a number of senior execs who should know to […]

When David Williams bought Merkle in 1988, the first online display banner was still a few years away. But that doesn’t mean marketing tech wasn’t a part of his CRM agency from the get-go as Merkle ‘grew up’ building platforms for direct mail, and then the phone, and then email as the Internet made its […]

Kurt Unkel, President of VivaKi Nerve Center, has been giving Phileas Fogg a run for his money lately as he travels the globe looking to ignite client solutions emanating from his Publicis-owned research and development unit. Last week, he discussed a range of topics with AdExchanger including his group’s agency trading desk solution, Audience on […]

Last week, media communications agency Starcom USA announced that former Hill-Holliday executive Phil Geyskens has been hired as EVP/analytics & development director. He will join Starcom’s Managing Board and report to CEO Lisa Donohue. According to the press release, Geyskens’ new role is “to find and tell data stories, which includes inventing new interfaces, visualizations, […]

Our series continues as AdExchanger reached out to several executives from the agency side of the ecosystem and asked the following question: “Given the increasing complexity of ad technology needed to service clients – particularly in digital media buying -, and ad tech companies need to build a service layer to activate its tech, where […]

Building digital consumer products for clients – in contrast to marketing campaigns – is a growing discipline for agencies, but they have to get the data right. That means embracing analytics and A/B testing from the outset; tapping customer databases; and using targeted ads to spread awareness among both existing customers and prospects. “Clients are […]