Here at the Adobe Summit in Las Vegas, phrases like “change management” are getting nearly equal airtime as data and analytics. Over the past 12 months, Marriott International has accelerated its tech investments as it blends digital and offline. To do so, it has needed to prove marketing strategies align with corporate objectives. “We’ve been […]
LinkedIn is no Facebook, but it is a growing source of referral traffic for publishers. And as it turns to sponsored updates for more of its revenue, LinkedIn is encouraging users to spend more time scrolling through the feed – a move that will only benefit publishers posting content in that feed. Forbes, Bloomberg and […]
Adobe rolled out the Adobe Marketing Cloud Device Co-op – a cross-device system built around Adobe Analytics and the Audience Manager data management platform – at the Adobe Summit in Las Vegas on Tuesday. AdExchanger first reported on Adobe’s attempt to create the data co-op last July. Adobe hopes to patch a big hole in […]
Mobile viewability is going through its awkward adolescent phase. There’s no official standard yet – the Media Rating Council (MRC) is planning to circulate a document for public comment in the next few weeks – and vendors are still tinkering with their methods. Which can lead to confusion around implementation, measurement-induced headaches and wonky reporting. “Everyone is […]
Programmatic native is scaling, but the rate of progression hasn’t been rapid, according to agencies and ad tech vendors. While most major demand-side platforms (DSPs) can place ads on Facebook or Twitter – the most common strain of native inventory being social/in-feed ads – native programmatic platforms like Sharethrough, TripleLift and Nativo seek to corner […]
Almighty, an independent digital agency in Boston, revealed on Wednesday the launch of a division called Almighty(X), designed to help clients evaluate their technology stacks from budget and optimization standpoints. The goal is to provide more transparency in the agency-client relationship. Almighty(X) will be headed up by Rob Griffin, a former senior executive at French media giant […]
Nielsen Catalina Solutions (NCS) and Time Inc. on Tuesday unveiled a new measurement product for attributing offline sales to print magazine advertising. “It’s the culmination of years of work and of a lot of pieces coming together,” said Leslie Wood, NCS chief research officer. And the product relies on a dense web of partners and […]
Ace Hardware is pushing its famous jingle into its ad spots after years of keeping it low key. And it’s not happening on a whim. “We have tremendous equity in that jingle, and you instantly know where the advertising is from,” said Jeff Gooding, senior director of marketing and advertising at Ace Hardware. Recognition has […]
All those telcos getting excited about tapping into their data just received a sober piece of news. On Thursday, the Federal Communications Commission (FCC) proposed a new set of rules that could put tough restrictions on how broadband providers use customer data. Data collection has been top-of-mind for telcos as they endeavor to monetize the […]
Luxury automaker Lexus has set its sights on sports fans to sell a new 467-horsepower, high-performance vehicle. The Toyota-owned auto company has created a branded game from the ground up called “GS F the Bracket” with Yahoo Sports to support the rollout of its new luxury sports sedan in tandem with the NCAA men’s college […]
Following a previous Snapchat campaign aimed at campus students from last year, Goldman Sachs is doubling down with a broad investment across the messaging service’s Discover and Live Story channels. Major financial players like American Express, Visa, MasterCard, Bank of America and JP Morgan have also been early adopters to Snapchat advertising. Goldman’s ad buy, which […]
To reach its youthful audience, Taco Bell frequently tests platforms before some of the details are figured out, such as measurement. But that strategy is working: The company’s sales have grown in each of the past four years, fueled by the success of Doritos Locos Tacos in 2012. In 2013, Taco Bell became the first […]
It’s been a year since Publicis Groupe forced a big transition of its programmatic operation that many saw as the future of data-driven agency services: It decentralized its seven-year-old trading desk, VivaKi AOD, and reassigned its employees to new jobs within the holding company’s media agencies. Today, its grand experiment is seriously strained by a […]
AT&T has officially entered the programmatic TV fray. The carrier on Thursday revealed the launch of a private marketplace called the Video Inventory Platform (“VIP” for short), which Jason Brown, AT&T AdWorks’ VP of national advertising sales, told AdExchanger was a “data-optimized TV and video planning tool.” The product will be generally available in Q3 […]
Xaxis, WPP’s programmatic media company, is a bit of lightning rod in the advertising industry for a few well-documented reasons. However, it’s undeniable that the ad net/trading desk/tech shop combo invests a lot into its own data, partnerships and technologies. Consider, for instance, the $25 million it put into its proprietary data management platform Turbine […]
When Apple baked tvOS into its fourth-generation set-top box, the next-gen operating system also opened the floodgates to third-party apps. It was a pivotal moment for app and game developers, who could for the first time tap into Apple’s emerging TV ecosystem via a new software development kit (SDK). And for large and mid-tier publishers, the new […]
Call it the holistic grail: the ability to connect advertising, ecommerce activity and in-store buying with a single measurement. No one’s filled that gap yet, but a bunch of companies are taking incremental steps. Earlier this month the location analytics shop Placed added a product for attributing in-store lift to its suite. Then last week […]
Have you ever wondered why presidential candidates only “suspend” their campaigns, even when they’re dropping out? It isn’t pride, it’s just good business. When the candidate is gone, the campaign’s valuable tech and data assets remain. Gov. Scott Walker’s campaign, for instance, ended suddenly and in considerable debt, which it helped pay down by selling or renting its proprietary data. Mark […]
It’s been a busy 10 months since AdExchanger published its inaugural Marketer’s Guide to Cross-Device Identity. Since then the market has seen significant developments, including technology evolution, merger activity and shots across the bow from government regulators. Below, we pick up where we left off with an important update to our overview of the […]
Facebook’s Atlas ad server promises to deliver marketers a superior way to measure campaigns compared to DoubleClick, which commands the lion’s share of the market. But measurement is just one part of ad serving. And in the one and a half years since Atlas was rushed to market, marketers and agencies that have tested Atlas […]
How about this for a premiere? Beginning this fall, all NBCUniversal inventory will be available for sale programmatically via the network’s private exchange NBCUx. Ahead of the upfronts, NBCUniversal has rolled out an offering called NBCUx for Linear TV, which will put additional data and automation in the hands of media planners to apply to […]
Beacons might not work for every business. But for a company like Live Nation Entertainment, owner of ecom platform Ticketmaster and a bunch of major music festivals (Lollapalooza, Bonnaroo, C3, Electric Daisy), beacons offer significant value-add for sponsors. Following a two-year pilot, Live Nation this year will roll out a location-powered platform, designed to help […]
The Trade Desk has grown faster than probably any other DSP in recent years, as founder and CEO Jeff Green sought to capitalize on what he saw as strategic errors by rivals. “We saw that most of the DSPs had created channel conflicts for themselves,” said Green, a reference to some other DSPs’ media company […]
There have been some significant organizational shifts within Acxiom in recent years. While the company was mostly known as a seller of third-party data sets – at least, by lawmakers in Washington – or as a builder of large, complex databases, Acxiom now wants to be considered a data infrastructure provider. That is, it wants […]
Last September, BrightRoll COO Bruce Falck became CEO of the troubled ad tech company Turn. It’s an interesting time for Turn. The company is not a spring chicken in the ad tech world – an industry often rocked by the mercurial whims of investors, agencies and brands. So how can Turn be a stabilizing force […]
The debate over which will prevail – native apps or the mobile web – is moot. The question, rather, is not which will win, but when the two will merge into a more fluid system centered on content and discoverability, rather than friction and discrete downloads. “We’re going to see less disparity between the mobile web […]
What do loyalty programs and paid media have in common? Not a lot, at face value. Loyalty marketing has long been relegated to card-based, point-of-sale programs and customer retention. It was always the stuff of database marketers and direct mail – not user acquisition. But that’s starting to change. Coalition loyalty programs or “co-ops,” such […]
Yahoo’s bloodletting on Wednesday also included a number of advertising and sales-related roles, AdExchanger has learned. Yahoo is in the midst of executing a board-approved cost savings scheme that will see 15% of its workforce receive pink slips. The layoffs, the first round of which went down last week, continued Wednesday with the announcement of […]
Ad tech has long poached talent from agencies and publishers. But those with publishing backgrounds have been returning to the media world recently. Media companies are seeing an uptick in resumes from people with ad tech backgrounds. Plus, as companies have created programmatic roles, they’ve staffed them with people who have experience in the ad […]
There’s an old ad industry saw that goes, “a little Procter & Gamble budget in everyone’s paycheck.” Well, now there’s a half billion less. The CPG giant told investors on the company’s earnings call in January that the company had succeeded in cutting $370 million in marketing costs in 2015, and that it expected to […]
