Google will expand its free marketing measurement software by adding an A/B testing product (Google Optimize), a data reporting and dashboard-creation tool (Google Data Studio) and new machine learning capabilities for Google Analytics. These products will be available in an open beta starting next month. “The ultimate goal is to provide a kind of analyst […]
This is the first installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Nazanin Jazayeri is a translator. As director of advanced analytics at Mindshare, she’s part of a team that bridges product developers, media planners and buyers by interpreting the massive streams of data that […]
Analytics on Sina Weibo used to be fairly rudimentary – number of friends, number of followers, basic engagement metrics and the like. “The previous version wasn’t that good,” admitted Bryan Cheng, VP of commercial products and platforms at Weibo, commonly described as a sort of Twitter/Facebook mashup. “The point is to provide more actionable data.” […]
Just about every brand with a TV budget wants the answer to a simple question: How many people took action after seeing my ad on TV? But it’s not the type of question that can be answered by a gross rating point (GRP). To better understand the impact of its TV advertising, Ford and its […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Catherine Oddenino, Analyst, AdExchanger Research. In a few recent conversations, the challenge and importance of analytics has come up. For two different agencies that specialize in content marketing, the biggest and fastest-growing parts of their businesses […]
Coming from the agency world three years ago, Alexa Christon brought creative rather than media experience to her evolving role at GE, where she is now head of media innovation. And, with responsibility for GE’s US media today and an eye toward what her mega-corporation can produce globally, she’s helping to push the envelope of more […]
“A Bloomberg Terminal for online media.” We’ve heard that description from companies like Metamarkets and AdFin, but what exactly does that entail? At the highest level, it’s a dashboard presenting a single view of inventory prices across numerous sources – a tool to enable media buyers to make better buying decisions, analogous to the famous contraption used […]
AdFin co-founder Jeanne Houweling has moved on from her position as the digital advertising analytics firm’s CEO for “personal reasons,” a move confirmed by company co-founder and CTO Milosz Tansky. Tansky, who’s operating as interim CEO, said Houweling will continue her involvement with AdFin on the advisory board. “Outside of that we’re just as focused […]
If Oracle will flaunt the tight integration of its Marketing Cloud, so too will Adobe. The company, at its Digital Marketing Summit EMEA in London Wednesday, revealed (among other Marketing Cloud enhancements) tighter integration between its Media Optimizer and Analytics applications. In so doing, Adobe seems to be in the early stages of positioning itself as a […]
Since 1976, SAS has developed analytics software to extract intelligence from spectacularly large datasets. Much of its dealings occur in financial services, where decisions around fraud, compliance and risk require trillions of computations. But the comparatively recent proliferation of online channels has created a need for rich analytics among marketers. And as the marketing and […]
Greater usability, product “stickiness” and the newly acquired ExactTarget propelled Salesforce.com into a strong second quarter, according to analysts. Salesforce.com posted $957 million in revenues, a 31% increase compared to last year. The San Francisco-based company projects its revenues will top $4 billion for the 2014 fiscal year and is on track to hit a […]
Having worked in managerial roles in tech ranging from tech startups to a stint at Microsoft, where he worked on the Windows operating system, Stephen Purpura was convinced by 2001 that data products were going to be the next big wave. Since that time, he’s been working on nothing but big data-related projects – even […]
Demandbase used to focus exclusively on optimizing website content based on the company an inbound visitor works for. As we noted late last year, it has expanded to push that IP-based business data into RTB buys. In an update on the business, CEO Chris Golec tells AdExchanger about 25% of customers have used the new […]
It’s no secret that the mobile app market has exploded. Roughly 224 million people use mobile apps on a monthly basis, compared to 221 million desktop users, according to mobile analytics firm Flurry. Advertisers are eagerly reaching out to this growing audience. Enter Mobilewalla. The three-year-old startup is betting that the demand for targeting ads […]
Chartbeat recently announced that it has brought its “engaged time” metric to its growing web ad analytics offering. Chartbeat CEO Tony Haile and Product Manager Alex Carusillo discussed their company’s objectives in advertising and industry trends with AdExchanger… AdExchanger: Overall, where does the analysis of advertising fit in Chartbeat’s strategy? TONY HAILE: Our core has […]
Targeting consumers according to their demographic profile is one area where online and offline media buying methods still closely resemble each other. While many ad tech companies have pitched alternatives, such as relying on the social graph to segment consumers, that approach is hindered by guesswork when it comes to drawing on offline behaviors. When […]
Digital ad veteran JP Maheu recently made the jump from agency land to the startup realm, assuming the post of CEO at social TV analytics provider Bluefin Labs last week. Read the release. Maheu spent six years at the independent Razorfish, retiring in 2003 after guiding the sale of the company to SBI (before its […]
Back in January, enterprise analytics company SAS took the plunge into the online ad ecosystem and acquired publisher-side ad server aiMatch. Read the Q&A with SAS’ exec Wilson Raj. Now that aiMatch has been “swallowed,” SAS is launching new advertising products (read the release) led by aiMatch’s former CEO Jeff Wood, who is now Senior […]
Andy Lerner is CEO of Trust Metrics, an online advertising analytics and tools company. He discussed with AdExchanger where his company fits in the online ad ecosystem as advertisers and publishers look to understand more about the context of ad placements and the opportunities they can afford. Can you talk a little bit about the […]
Ilya Lichtenstein is Co-Founder of Mixrank, an online advertising, competitive data and analytics company. Lichtenstein discussed his company’s offering last week with AdExchanger as well as today’s release of a new API (read more) designed to “enable any enterprise customer complete access to our entire dataset of historical data going back nine months or so […]
John Squire is Chief Strategy Officer of Coremetrics, an IBM company. He discussed his company’s new enterprise analytics product and digital data exchange as well as marketing challenges with data today. Click below or scroll down for more: Unica and Coremetrics Where SPSS Fits The Digital Data Exchange Agencies and IBM AdExchanger.com: Can you talk […]
Wes Nichols is CEO of Marketshare, a provider of predictive models and software for marketing. AdExchanger.com: What is the problem MarketShare solves today? WN: The problem MarketShare solves is actually an age-old one made even more complex with the digital era: where and how should I invest to drive sales for my company? I’m not […]
James Deaker recently joined Yahoo! as VP Data Solutions and Insights after leaving his position at Microsoft as Director, Monetization Excellence. He discussed his new role and publisher strategy with AdExchanger.com. AdExchanger.com: Tell me about your new role and why it’s a good fit for you. JD: I’m joining Yahoo! because I’m amazed by Yahoo!’s […]
Eugene Becker is Director, Analytics of the Media Innovation Group (The MIG), WPP Group’s proprietary technology firm. AdExchanger.com: What is your perspective on the attribution challenge within the broader context of measurement and analytics? EB: We see the lack of a viable attribution metric as a central, if not the central dilemma facing digital marketers. […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Google Reports Q4 And Talks Display Google reported its q4 2009 earnings after the market closed yesterday and though the company made an impressive profit, it wasn’t as much as some expected. Paul Kedrosky posts JP Morgan’s thoughts on the results on his blog […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Web Trends Eats WideMile For Its Insights Analytics provider, WebTrends, has bought multi-variate testing and site optimization company, WideMile for an unknown sum. Release here. Analytics companies are broadening their tool set to discover actionable, consumer insights for their clients. A blog post just […]
Tuesday was OMMA’s NYC version of its Metrics and Measurement conference. Like Digiday on the previous day, this was another sold-out conference – and not just filled with vendors either. In the OMMA crowd were company managers looking to better harness the mountains of data that increasingly makes their jobs one of the most challenging […]
According to CNET‘s Stephanie Olsen, Bellevue, Washington-based, BlueKai will unveil its new ad exchange on Monday. After raising a $3.1 million investment from Redpoint Ventures in Q1 of this year, the company founded by Medio Systems and Revenue Science advertising executive Omar Tawakol is ready to tell what all the secrecy has been about these […]
