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»Bayer

The Big Story: COVID-19 Spikes, Google Rises, Amazon Falls And The Trade Desk Sits Pretty

As COVID-19 cases spike across America, the joyous reopening is on pause. (Unless you’re Disney World, because apparently the virus has no effect on the land of enchantment and childhood dreams.) But having gone through the initial shutdown in March, brands are more prepared this time around. They’re pulling back on some of the more... Continue reading »
by Ryan Joe // July 16th, 2020 //
»
COVID-19 brand strategies
COVID-19 Whiplash: Brand Strategies Are Shifting Again As Cases Rise

It never ends. COVID-19 outbreaks and lockdowns of varying degrees in states such as Texas, Florida, Arizona and California mean advertisers must once again adapt their strategies. After pausing media spend in March and April, advertisers tentatively returned in late May. But the rise of coronavirus cases in more than 30 states means they’re accelerating... Continue reading »
by Alison Weissbrot // July 14th, 2020 //
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Bayer Freezes Facebook Advertising In July

Add Bayer to the list of brands pausing paid media on Facebook for the month of July. The consumer health and pharma giant confirmed the pause with AdExchanger, but declined to share details on whether the move is directly connected to the broader Facebook boycott spearheaded by civil rights groups such as Color of Change,... Continue reading »
by Allison Schiff // July 10th, 2020 //
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Social Distancing With Friends: Bayer North America Head of Media Josh Palau

Really though, does a pharma company like Bayer even need to advertise during a global pandemic? Actually, yes, says Bayer’s head of media in North America Josh Palau. “Right now, consumers are so in need of the products we make that anything we can do to make sure we’re front and center to get what... Continue reading »
by Ryan Joe // April 3rd, 2020 //
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6 Brand Leaders Offer Their 2020 Predictions

Throw a brick and you’ll hit a 2020 marketing prognosticator, but in a way there’s only one cohort whose predictions matter in this industry: the marketer, who sets strategy and writes all the checks. So we asked six leading brand marketers the following question: "What will be the biggest challenge and opportunity for marketers in... Continue reading »
by Zach Rodgers // January 2nd, 2020 //
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Oversold And Overpromised: Marketers Move Away From DMPs

Data management platforms (DMPs) were once painted as a panacea for all of a marketer’s data needs – from collection, to harmonization to segmentation and syndication. But marketers have since cooled on the technology, concluding that it‘s too disjointed to perform many of the functions promised. Marketers tell AdExchanger they have struggled to achieve ROI,... Continue reading »
by Alison Weissbrot // December 16th, 2019 //
»
Google To Let EU Android Users Choose Their Search Engine; Ad Loads Actually Increase On TV

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Spoiled For Choice Vestager strikes again. Starting next year, Google will show a new “choice screen” to Android smartphone owners in Europe that prompts them to choose a default search service from a set of four companies – initially Google, Yahoo, Qwant, a French... Continue reading »
by AdExchanger // August 5th, 2019 //
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At 4A’s Decisions 2020, Agencies Struggle With Inertia

Big agencies’ inability to quickly change their legacy structures has eroded their value to clients. “We are too passive,” said Nick Brien, CEO of Dentsu Aegis Network in North America, on stage at the 4A’s Decisions 2020 conference in Washington, DC on Monday. “We are slow to change. We’re too incremental. We have legacy structures... Continue reading »
by Alison Weissbrot // March 26th, 2019 //
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Bayer To Bring Programmatic In-House

Consumer health and pharmaceutical giant Bayer is taking programmatic in-house. Bayer will partner with MightyHive to in-source its digital and programmatic media planning, buying, execution, strategy and analytics as well as search over the next two years. MightyHive will handle execution for the first year and phase out during 2020, Josh Palau, VP of digital... Continue reading »
by Alison Weissbrot // October 23rd, 2018 //
»
The In-House Hiring Challenge; NYT Covers TV Ad Tracking

Now Hiring The overarching trend of brands in-housing marketing technology operations isn’t great for agencies and tech vendors. But one thing working in their favor is the challenge many brands now face securing top programmatic and data-driven talent. The pharmaceutical giant Bayer would like to more than double its 10-person programmatic and analytics team, but... Continue reading »
by AdExchanger // July 6th, 2018 //
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