Most would argue that Yahoo’s de facto policy on the Right Media Exchange had been “do not resuscitate” for quite some time – but now RMX is officially off life support. Several sources tell AdExchanger that Yahoo is finally shutting down the exchange for all non-Yahoo owned and operated networks and publishers. Depending on your […]
If CES 2015 has a theme – at least, one relevant to marketers – it’s the way the Internet of Things (IoT) phenomena opens up new data channels. Whereas 2014’s event focused on the surface – Wow! A texting washing machine! – interest this year has revolved around the way these devices and appliances might one […]
Google’s big video reveal this week included a significant update to its premium video exchange, Google Partner Select. At the time of its launch last June, it was unclear how many participants initially were involved in Google’s effort to “bring together the best of brand advertising with the best of programmatic,” Neal Mohan, Google’s VP […]
Last year at CES, Yahoo’s CEO Marissa Mayer presented on stage and revealed Yahoo Advertising as the umbrella housing the company’s ad products. At CES 2015, the company was less central. Simon Khalaf, CEO of Yahoo’s July acquisition of Flurry, gave a “state of mobile” keynote at the APPNATION conference, held at the same time […]
Hear that? It’s the sound of Google quietly mentioning that it plans to report on audibility for video ads at some point later this year. The audibility reference was buried as a footnote toward the end of a larger update on Google’s intention to roll out viewability reporting across all of its ad platforms, including […]
CPG giant Kimberly-Clark is one of the more progressive companies when it comes to digital strategy, largely for the way it adapted programmatic advertising way back in 2011, eventually setting up its own internal trading desk with the help of WPP agency Mindshare. It’s in this spirit that the manufacturer of Kleenex, Kotex and Huggies established a […]
Just a few months after it hired Digilant COO Nathan Woodman to take charge of its demand-side business, IPONWEB has nabbed another well-known ad tech guy. The 13-year-old ad platform company has hired Bob Walczak, VP product at PubMatic, to oversee BidSwitch, its ad exchange-like product. At IPONWEB, Walczak will run sales and business operations for BidSwitch, a […]
“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. When I think about the year ahead in digital marketing, I am excited…and a little impatient. Many of the most urgent opportunities – real measurement across channels, tackling […]
The banner ad was born in 1994 – and some people would be more than happy to see “2014” as the date of death on its tombstone. “Since the banner is digital advertising’s legacy, it’s what most people defer to when considering creative, ad serving and measurement,” said Jeremy Sadwith, VP of engineering at mobile ad […]
Cord-cutting forecasts present a cautionary tale for linear TV’s $70 billion ad market. Interpublic Group’s media research and buying division, MAGNA Global, for instance, found live, DVR and video on-demand viewing decreased 14% year over year among the 18-24 demo set for the 2014-2015 season. Conversely, eMarketer expects the viewership for connected devices like set-top […]
2014 was the year advertisers collectively asked the question, “How much?” As in, viewability aside, how much ad fraud is actually out there? Some of the numbers bandied about, often by the fraud vendors themselves, were alarming to say the least. A report released by cyber-security startup MdotLabs in October 2013 before it was acquired […]
Although programmatic direct solutions – which automate direct relationships between sellers and buyers – started cropping up around six years ago, growth has been slow. But that’s likely to change. eMarketer predicts automated direct deals will grow from $800 million this year to more than $8 billion in 2017, which would make programmatic direct 42% […]
“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. Typically, marketers and information security pros don’t get along. To marketers, security staffers are the guys who always say no: No, you can’t collect that data. No, you can’t […]
The ad tech industry isn’t going anywhere, but 2014 exhibited some of the financial shakiness that dogged public ad tech stocks through much of 2013, especially for companies that went public in the last 12 to 15 months. “The only slight surprise for me and many others [in 2014] was the sudden switch in sentiment […]
If you’re an Oracle competitor, the Datalogix acquisition looks formidable indeed. It adds considerable power to its data-as-a-service offering, which to this point had mostly online data. But if you’re a marketer using Oracle’s technologies – or using Datalogix data to link online advertising to offline sales – what additional benefits can you expect? While, […]
Oracle has agreed to acquire Datalogix, a data solutions company that shopped itself around in recent weeks, as AdExchanger has reported. As we previously reported, Facebook, Nielsen and Adobe have also shown interest in the business. Although the deal price was undisclosed, Oracle paid about 6.25x for BlueKai. If Datalogix had revenue of $125 million, that means […]
The second coming of Facebook’s Atlas ad server was probably the biggest ad-tech development of 2014. Marketers could for the first time upload their first-party data for accurate measurement, de-duplication, and targeting across devices. Other platforms will follow (read: Google), but Facebook broke the tape. The “people-based” marketing opportunity will not fully materialize, however, until […]
The rise of automation has made the ad-buying and selling process more informed and efficient, but it’s also provided an outlet for fraudsters to profit. After all, if machines conduct more transactions that used to take place between two humans over the phone, there’s less human oversight. Additionally, ad ops teams, excited by the […]
“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. Though analysts predicted strong growth for this year’s Black Friday and Cyber Monday, sales both in stores and online were estimated to have dropped 11 percent to $50.9 billion […]
The results are in – and they’re not pretty. “I’ve had my eyes opened and it’s frightening,” said Bob Liodice, president and CEO of the Association of National Advertisers (ANA), which released the fruits of its anti-fraud study on Tuesday. The work was conducted in conjunction with online ad security firm White Ops as part […]
Programmatic television isn’t yet a reality, but integrations between a number of linear TV inventory providers and the video demand-side platform TubeMogul may help move that needle. On Thursday, TubeMogul rolled out Programmatic TV (PTV), a software-buying system designed to streamline the complex TV-buying process. PTV hooks into linear supply-side platforms AudienceXpress, clypd, FreeWheel, place […]
Data solutions of the sort that Datalogix provides are hot right now, and the company hopes that fact will drive up its eventual sale price. As it reached out to would-be buyers this fall, Datalogix hoped to get as much as $1 billion, sources say. Factoring in estimated 2014 revenues of $125 million, that figure […]
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 […]
