In-app fraud is turning into another expensive headache for advertisers. According to research released Thursday by fraud detection firm Forensiq, programmatic in-app ad fraud was responsible for roughly $776 million worth of wasted budget in 2014, a number Forensiq projects will crack the $1 billion mark this year. That might seem like a relative drop […]
Advertiser agency reviews took center stage during Omnicom’s Q2 call. Chief John Wren claimed the holding company is well positioned to weather the storm of media reviews, which have spurred the reevaluation of nearly $30 billion in media billings, according to estimates from Pivotal Research, because of Omnicom’s investments in its data-management platform, Annalect, and its programmatic […]
The Trustworthy Accountability Group (TAG), which is uniting industry players to root out criminal activity in digital advertising, has unveiled a pilot program to block fraudulent traffic coming from data centers. Google proposed the data center project and is leading the pilot program, which will see member companies sharing intelligence about fraudulent data centers. The companies […]
Open auctions generated 70% of total programmatic revenue in the US last year, according to the Interactive Advertising Bureau’s (IAB) first-ever Programmatic Revenue Report. Programmatic display advertising totaled $10.1 billion last year, the study found, and made up 20% of 2014’s $49.5 billion total Internet ad revenues. The report, prepared in partnership with PricewaterhouseCoopers US […]
John Nardone, the newly minted CEO of UK-based ad serving platform Flashtalking, feels like he’s come full circle. After spending more than 10 years deep in the ad tech weeds, Nardone, whose resumé includes the chief exec role at [x+1] – which sold to Rocket Fuel in August 2014 for around $230 million – and the co-presidency at […]
SodaStream, a manufacturer of home carbonators, is letting some fizz out of its mass media activations to focus on increasing reach and frequency across digital and out-of-home. SodaStream is repositioning from its reputation as purely a soda maker to a company that supplies naturally flavored and low-calorie drink mixes and products like its new Power […]
Google’s recent push to prioritize mobile-friendly sites in organic search results is straining the advertising ecosystem, according to Adobe Digital Index’s Q2 2015 Digital Advertising and Social Intelligence report, released Wednesday. The Adobe Digital Index for Q2 2015 noted a 10% decrease in organic traffic on Google among sites that weren’t optimized for mobile. The […]
Ari Paparo is a longtime builder, explainer and sometimes lampooner of ad tech. And now he’s a CEO. The former product executive with Google, Nielsen and AppNexus has taken the wraps off his new company, Beeswax, which provides a licensed “Bidder-as-a-Service” technology geared to two primary constituents: (1) ad tech firms, such as ad networks […]
When Ellen Pao stepped down from her post as CEO of Reddit on Friday – ceding the spot to Reddit co-founder Steve Huffman – it left Reddit’s monetization situation murkier than ever. In a question and answer session on Reddit’s popular AMA (Ask Me Anything) section, Huffman wrote, “Reddit has a lot of cash. Monetization […]
Recipe publishers have realized they can tap into shopper marketing budgets by making their recipes shoppable. Matching brands and stores to relevant recipes requires technology, and the arms race is on. Meredith Digital on Monday acquired Grocery Server, which provides technology to make recipes shoppable. Separately, Reader’s Digest-owned Taste of Home, once a customer of […]
Many industry analysts expect B2B media marketing budgets to finally reach pre-recession levels by the end of 2015, following a drop-off in 2009 that removed almost one out of every $5 spent on B2B outlets. And those revenue streams are migrating to programmatic technology and new native strategies to develop brand awareness. One of the […]
YouTube multichannel networks (MCN) – and their influencers and fan bases – keep whetting investors’ appetites. Media research firm Ampere Analysis values the entire MCN business at approximately $20 billion in a study of three years’ worth of MCN investments released this week. German media giant ProSiebenSat.1 is the latest to jump in, acquiring on […]
If mobile and video are the twin engines driving ad tech, then AOL’s rumored $300 million to $350 million acquisition of Millennial Media would put the pedal to the metal. The potential deal, first reported by AOL-owned TechCrunch on Thursday, comes just a few weeks after the official close of Verizon’s $4.4 billion purchase of […]
After signing up 150 publishers for its self-service DSP, Centro officially launched the platform Thursday. The publishers managing reach extension internally come from opposite ends of the spectrum: McClatchy, a local media company with roots in more than two dozen markets, and PureWow, a small, national lifestyle publisher. They’ve come to the same decision. “It’s increasingly […]
The Programmatic TV Standards Group is drafting a standard designed to set baseline parameters for national and locally distributed inventory. The organization is championed by a few industry vets, agencies (Magna Global, Starcom MediaVest), one third-party measurer (Management Science Associates, or MSA) and vendors (AudienceXpress). “The first standard we’ll be defining is [what constitutes] national […]
Consumer packaged-goods startup Hello Products is combining TV with offline activations to create a competitive edge for its oral care products. As a challenger to household names like Crest and Colgate, Hello aims to differentiate its ethos through natural formulas and bright and alluring packaging. The brand is now activating digital video and TV with […]
The technology landscape is a quickly evolving beast – and in some cases, that can feel quite literal. “The volume of vendors is expanding so fast, it’s a bit like the movie ‘Gremlins,’” said Rachel Pasqua, practice lead for mobile and emerging technology at MEC Global, North America, a GroupM agency. But while clients expect […]
While some publishers – like BuzzFeed – are going the native-only route, Salon thinks the the best way to serve advertisers is by combining custom native programs with scaled options like programmatic. The highbrow news organization creates bespoke native content for clients like Mercedes Maybach, Glenlivet scotch, Panera and HBO. Eighty-five percent of the advertisers […]
Microsoft isn’t the advertising behemoth it once aspired to be when it purchased aQuantive for $6 billion in 2007. Since then, Microsoft has mostly been a publisher, selling inventory both directly and programmatically across its Microsoft Network (MSN) family of sites, its Outlook email portal, Skype and Xbox. Following the Microsoft-AOL search and display deal, […]
Microsoft and AOL observers have a lot of questions in the wake of the companies’ landmark search and display ad deal, announced Monday. Here’s a big one: How will AOL, a company of some 4,500 employees, possibly absorb 1,200 new sales, marketing, biz dev and engineering people? Once the partnership is consummated, AOL will have […]
Autoplay is here to stay, especially in light of Facebook’s and Twitter’s latest video launches. Two weeks after Twitter offered marketers a 100% in-view guarantee on autoplay video ads for three seconds, Facebook came out swinging with a cost-per-view model and a revenue-sharing agreement for ads sold against Suggested Videos. With unique pricing models emerging for […]
While AOL’s absorption of Microsoft’s display, search and video ads business is indicative of Verizon’s digital media interests, industry insiders aren’t quite convinced the flagship publications it inherited through the AOL acquisition will stick around for the long haul. An early Huffington Post exec said Verizon will need to treat the media group like “a […]
The music streaming space got a bit more crowded on Tuesday with the launch of Apple Music, rivaling streaming services like Spotify, Pandora and Google Play. But as the war to win audiences escalates, questions about Apple’s model linger. After a three-month free trial, Apple Music will become a subscription-based platform for a monthly fee […]
Some bots are good, but most bots are not – and Distil Networks, which announced $21 million in Series B on Tuesday, has its eye on the latter. The round, led by Bessemer Venture Partners, with pinch hitting from Foundry, TechStars, ff Venture Capital, Idea Fund and Correlation Ventures, brings Distil’s total funding to $38 million. […]
In a new 10-year search-and-advertising alliance, Microsoft will transfer the lion’s share of its display ad business to Verizon-owned AOL. Under the deal, approximately 1,200 Microsoft employees will get offer letters from AOL, most of them in ad sales. Additionally, AOL will end its search distribution relationship with Google in order to accept Bing search and ads on […]
Updated with comments from CEO Bill Wise. Continuing the trend of private equity investment in ad tech, Vista Equity Partners revealed Monday it had acquired a majority stake in Mediaocean, a company most commonly known for automating trafficking and billing software for ad agencies. The deal values Mediaocean at about $720 million, the company confirmed. Mediaocean was the result of […]
As video views shift from desktop and linear to mobile and over-the-top – Hulu, for instance, just revealed more than 58% of streams now happen on OTT devices – programmers like ESPN are using data to track total audience viewing and satiate advertiser demands. ESPN hired its first global data officer last week, The Weather Company’s […]
The No. 1 criticism leveled at mobile data-management platforms (mDMPs): Who needs another silo? But that’s not stopping a growing number of ad tech companies from unveiling mDMPs as they move to meet the demands of marketers looking to activate their mobile data. Although several players have been on the scene for a while now – both […]
This week at the Cannes Lions festival, Rubicon Project hosted its annual discussion of some of the world’s most powerful digital media buyers. This panel has historically comprised the leaders of the four largest holding company trading desks, but this year was different – with senior buyers from IPG, Publicis, Dentsu and Bank of America. […]
The TV ad makeover is gaining steam, judging by comments on the ground this week in Cannes. Cablevision and NBCUniversal/Comcast are talking up the data granularity and addressability of their millions of set-top boxes, and agency buyers are crowing about results they’re seeing from programmatic TV activities. For example, Modi Media, GroupM’s addressable TV agency, […]
