Is the old ad network model truly dead? When Apple’s ad platform iAd went programmatic, some executives hinted it might be time to start shoveling dirt onto its carcass. “If there weren’t enough nails in the old ad network model, having Apple make the switch to programmatic is one more,” said Michael Collins, CEO of […]
Datalogix, a provider of online and offline data, is nearing a sale of the business. According to multiple AdExchanger sources, the company has entertained offers in recent weeks, including from TV ratings mainstay Nielsen and Facebook. However Facebook is no longer in the running, and Nielsen is considered the most likely buyer. Although neither company […]
While Apple arguably can do whatever it puts its hand to, its recent move to bring programmatic to iAd doesn’t have everyone impressed. JUICE Mobile president and CEO Neil Sweeney didn’t mince words: “They should have done this five years ago.” And that, Sweeney said, begs two related questions. One, Is Apple going to be […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O’Connell, Director of Research, AdExchanger Research. If you’ve seen the agenda for AdExchanger’s upcoming Industry Preview conference in January, you may have noticed that I’ll be giving a presentation on “The Future of Buying […]
Although addressable TV advertising commands an estimated $200 million-$300 million in spend compared to linear TV’s $70 billion annual ad market, according to some TV industry execs, it promises a targeted buy down to the household level either through a set-top box or other IP-enabled device. However, the inherent challenges of addressable TV – which include […]
It’s been nine months since Susan Wojcicki was named CEO at YouTube, clearing the path for Sridhar Ramaswamy to take full control of Google’s $50 billion-plus advertising business. As org changes go, it was a doozy. YouTube would get a proven leader to take it to the next level – by investing in talent and courting new […]
Apple CEO Tim Cook might have called iAd a “very small part” of the company’s business in the past, but Apple is starting to take programmatic seriously and the partners are piling up. Following Wednesday’s announcement of Rubicon partnering with iAd on the demand side, seven more names are officially on the list: Tapsense, The Trade Desk, […]
While marketers have long rallied around tent-pole events like the Super Bowl, the focus is no longer solely on the big-ticket TV buys or stadium sponsorships. But big games are still valuable to advertisers. While ads tied directly to major sporting events still command the most money because of their enormous draw, marketers are also […]
For recipe sites, the days leading up to Thanksgiving bring a rush of users searching for turkey-basting tips and instructions for making stuffing and pumpkin pie. In the coming weeks, the winter holidays will bolster traffic even more. These audience surges represent an opportunity and challenge for publishers as they try to maximize yield. Sales […]
Rubicon Project has snapped up iSocket and Shiny Ads, two companies in the rapidly emerging category of automating direct, negotiated deals between ad buyer and publisher. The total cost of both deals is less than $30 million, mostly paid in stock, according to a press release. The bulk of that $30 million likely went to iSocket, […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research. What’s the opposite of growing pains? If you’re a regular reader of the Marketer’s Note, you’ve undoubtedly noticed that AdExchanger Research has grown from all angles in the past […]
Yahoo will indeed acquire BrightRoll, a video ad network turned platform company, as TechCrunch first reported in October. (See the release). The transaction, priced at $640 million, fires up Yahoo’s ad tech strategy after a dry spell when the company’s M&A was focused primarily on consumer-facing mobile platforms. It also provides a partial answer to those wondering […]
MediaMath has snapped up Rare Crowds, a small, 2-year-old startup founded by ad tech trailblazer Eric Picard, AdExchanger has learned. Under the all-stock transaction, Picard will join MediaMath as VP of strategic partnerships as the media-buying platform builds out products around private marketplaces and “automated guaranteed” inventory (i.e., direct site buys). The deal has the […]
Last month AdExchanger reported on plans by AppNexus to roll out a “Certified Supply” stamp of approval for demonstrably valid impressions, and thereby cut off the flow of spend to impressions that are fraudulent, nonviewable or otherwise undesirable. The certified program came amid growing industry concerns about the persistence of fraud in the AppNexus supply. […]
CEO Tim Armstrong thinks AOL’s bets on programmatic are paying off. Programmatic grew to 37% of non-search ad revenue, compared to 12%. Forty seven percent of revenue from AOL’s network Advertising.com was programmatic, compared to 18% during the same period last year. Advertising revenue grew 18% YoY to $473.4 million. Armstrong attributed the increase to larger shifts in the […]
Krishan Bhatia oversees a portfolio that reaches north of 130 million monthly unique visitors across desktop, mobile and over-the-top devices as EVP of digital strategy and operations for NBCUniversal’s digital portfolio. Bhatia, who reports directly to president of advertising sales Linda Yaccarino, is charged with growing NBCUniversal’s digital advertising business, including its maturing programmatic discipline. […]
Publicis Groupe will snap up Sapient, a digital-centric agency and communications company known for experience design and digital-retail integrations, for $3.7 billion. The all-cash transaction comes directly on the heels of Publicis’s acquisition of programmatic platform RUN, and may bring some closure to the holding company’s disastrous courtship of Omnicom Group. Sapient CEO Alan Herrick (AdExchanger Q&A) will become CEO of Publicis.Sapient, a new […]
Facebook is unraveling its preferred marketing developer (PMD) program, its platform for organizing and referring key partners to prospective advertisers. In its place will be a new classification system, called simply Facebook Marketing Partners (FMP, for the acronym-addicted), with no badges but with a list of nine “specialties” – including ad tech, content marketing, and […]
Forrester Research crowned Adobe Marketing Cloud in its first-ever ranking of enterprise marketing software suites – informally called “marketing clouds.” The report, compiled by analysts Cory Munchbach and Rusty Warner and released Tuesday, encompassed eight vendors (Adobe, Salesforce.com, SAS, Teradata, IBM, Oracle, SAP and Marketo). Munchbach and Warner interviewed three clients from each vendor and tallied […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O’Connell, Director of Research, AdExchanger Research. I spent several days last week enjoying the inside of a giant hotel in sunny Orlando, Florida, for the ANA’s annual Masters of Marketing conference, the second […]
A change is on the horizon for Annalect, Omnicom’s analytics and marketing technology arm. Omnicom agencies – both its media traders and its creative firms – use Annalect when they need data-driven expertise for their clients’ campaigns. As such, Annalect has a wealth of data scientists and technologists, 250 relationships with third-party data sources and a […]
Walmart, one of the last bastions of big box retail, is investing for a digital future – one with considerably less square footage. Walmart recently revealed plans to invest between $1.2 to $1.5 billion in its ecommerce and digital operations for fiscal year 2016. Subsequently, its in-store investments are taking a temporary hit. In its […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research. Over the past few years, we’ve seen both marketer excitement over, and actual investment in, DMPs grow significantly. Heralded as a “true audience intelligence engine,” the DMPs foundational role […]
Salesforce.com revealed Wave Analytics Cloud this week at its Dreamforce conference in San Francisco, the latest patch – alongside marketing, sales and customer service – in the tech giant’s quilt. Speaking to more than 100,000 registrants (some were virtual), Salesforce.com’s chairman and CEO Marc Benioff called the analytics offering “revolutionary” and swiped at analytics competitors. […]
The digital ad sector has made some tangible progress in the war on fraudulent ad impressions, thanks to new detection methods and improved hygiene from many sell-side platforms. But one of the biggest exchanges has added rather than subtracted invalid impressions, and buyers are complaining. AppNexus, the industry’s uber-exchange and one of the most promising […]
HubSpot, an independent, Boston-based tech company that built one of the first all-inclusive marketing and sales platforms (at least for the mid-market), began its first day of trading Thursday on the New York Stock Exchange, its share price rising to $33 in early trading. HubSpot – or HUBS, per its new ticker – was valued at close to $759 […]
Once upon a time, Microsoft seemed to be positioning itself as both a publisher, via its network of owned and operated sites, as well as an ad tech provider – sort of like where AOL is today. In 2007, it bought aQuantive for just north of $6 billion, which included major digital marketing players like […]
Verizon bills itself as a triple threat. It’s got mobile, it’s got television, it’s got broadband. And those three channels form the foundation for a deterministic data cocktail that Precision Market Insights (PMI) – Verizon’s addressable advertising division – is tapping to power Precision ID, the carrier’s answer to the ever-elusive mobile cookie. When Verizon […]
Facebook’s Atlas ad server allows advertisers to target Facebook users not just on Facebook.com, but across the web and app ecosystem. Once a user has logged into Facebook on a device, Atlas can find the user and serve ads just for that person. When he or she acts on the ad, Atlas ties that back to […]
At the outset of Advertising Week in New York City, WPP chief Sir Martin Sorrell turned his attention to Amazon’s VP of global ad sales Lisa Utzschneider on the stage they shared with Live Nation, CBSi and ESPN. “Your job, I guess, is to demonstrate the value of Amazon’s data for off-platform advertising,” he quipped. “Your revenues […]
