Television remains the world’s most powerful medium both in terms of time spent and ad investment, but the way people use it has changed. Writing recently in an article for the Atlantic, Derek Thompson noted, “The trouble with the TV business is that even though more people than ever are paying for TV—whether it’s on cable, […]
Despite the recent headlines generated around Newegg.com’s battles with patent trolls, the company is best known as an ecommerce retailer of computer hardware and software. The company is privately held, and has an estimated revenue of $2.8 billion. A large part of Newegg’s growth has to do with its continuous customer acquisition. At Adobe Summit 2014 the […]
Digital ad fraud has lately gained mainstream awareness, and many marketers at leading brands now realize the threat that fraud poses to their ability to track online advertising. A Wall Street Journal piece last week chronicled concerns at organizations like L’Oreal, General Motors and Verizon Communications. Fortunately for marketers, as the bad guys are shifting their […]
Shirlene Chandrapal, former director of Yahoo! Connected TV (CTV) in Europe, says connected television will connect advertisers with a highly engaged audience whose medium of choice is the Internet. Chandrapal now works for cross-channel advertising technology company Adconion Direct, where she’s tasked with driving CTV’s US expansion. She’s taking on a market where an estimated […]
Video demand-side platform TubeMogul on Wednesday filed its S-1 registration document with the US Securities Exchange Commission, signaling its intention to raise $75 million in an initial public offering. Read the S-1. In the filing, TubeMogul stated, “For 2011, 2012 and 2013, our total revenue was $15.7 million, $34.2 million and $57.2 million, respectively, representing […]
Mobile programmatic in China is having a turn in the spotlight, and mobile DSP Madhouse says it’s ready for the challenge. Founded in 2006, the company started around the same time US mobile networks AdMob and Millennial Media came on the scene, said CEO Joshua Maa. “We all shared the same vision,” Maa said of […]
The general consensus is there’s a long way to go before linear TV buys are fully automated. Despite advancements in pushing programmatic into video-on-demand (VOD) environments, the enablement of programmatic transactions in linear TV is still in its infancy. Part of this has to do with the state of the technology. “All the tools in […]
Location data is a key component of many mobile ad strategies, but more is needed to make the ads relevant. Sportswear company Columbia wanted to reach people who were likely to be interested in its Omni-Heat jackets, but it knew that serving ads in cold climates wasn’t enough. Through the ad agency BSSP, Columbia tapped […]
For anyone wondering what SAP AG is up to these days in digital marketing, an answer was provided at the Adobe Summit in Salt Lake City. SAP has a global partnership with Adobe to resell the latter’s Marketing Cloud along with SAP’s HANA platform and its hybris Commerce Suite. Read the release. Let’s back up […]
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. On Monday I presented the findings of our recent “State of Programmatic Media” survey at our bi-annual Programmatic I/O conference. For background, we fielded a survey over a […]
Self-serve programmatic media buying is gaining favor with the in-house marketing set. That was a key trend that emerged at AdExchanger’s Programmatic I/O conference in San Francisco Monday, where approximately 500 marketers and data-driven tech companies convened to share how programmatic media buying is changing advertising. At the outset of the show, AdExchanger Director of […]
Delivering retargeted ads to mobile users is a challenging practice. Marketers must decide whether the same consumer browsed through multiple mobile sites and apps, then evaluate the extent to which they can serve relevant ads without appearing creepy. Retargeting firm MyThings believes it has found a solution through a combination of probabilistic technology and various […]
Many know Expedia.com for its bevy of hotel-booking businesses such as Hotwire and Hotels.com, but its burgeoning media services division is a lesser-known Internet name. Expedia Media Solutions provides access to an active audience of 70 million monthly users. The business connects advertisers to in-market travelers across a wide range of supply sources and partners […]
Display and search ad tech company IgnitionOne has acquired Knotice, a data-management platform (DMP) and email service provider with approximately 70 employees, AdExchanger has learned. The deal is the latest in a wave of consolidation in the DMP space that began with the October acquisition of Aggregate Knowledge by Neustar for $119 million, and also includes Oracle’s […]
Enterprise tag-management company Ensighten has acquired UK- and New York-based tag manager TagMan for an undisclosed sum, AdExchanger has learned. TagMan confirmed the deal Tuesday. The tag-management space has heated up of late. BrightTag just hired Forrester analyst Joe Stanhope as its SVP of marketing, barely months after banking $27 million from Yahoo Japan. Conversely, […]
Data management platform (DMP) Lotame has acquired AdMobius, a company that identifies audiences across devices for ad targeting purposes, AdExchanger has learned. Terms weren’t disclosed for the deal, which comes two weeks after we first reported on talks between the companies. With the purchase, Lotame accelerates its ability to use non-cookie methods to find users […]
Dunnhumby, a data and customer insights company owned by British grocery giant Tesco, is close to acquiring Berlin-based retail retargeter Sociomantic Labs, sources say. Business Insider first reported the rumored deal Thursday and estimated the deal size to be between $175 million to $200 million. Although dunnhumby and Sociomantic have not publicly announced the transaction, […]
Marking up cheap Facebook inventory has been a lucrative business for a range of companies in its Preferred Marketing Developer (PMD) ecosystem. And Facebook is fine with that practice, just so long as it’s clear to advertisers just how big of a cut their partners are taking. But do advertisers know, and do they care? […]
Israel-based performance network Matomy on Monday signaled its intent to go public in a letter filed with the London Stock Exchange. As we noted earlier, the company aims to raise $100 million at a valuation of around $400 million. The filing also revealed Matomy has 388 employees, and more than 1,500 clients. Matomy’s business is […]
Add another vendor to the Marketing Cloud fray. Teradata on Tuesday updated its marketing products, revealed a partnership with Urban Airship and officially began calling its stack the “Integrated Marketing Cloud.” Teradata isn’t a newcomer in the field of marketing tech. The company’s VP of marketing, Wes Moore, emphasized the company has been providing marketing […]
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger. As part of my ongoing look at companies’ migration toward a customer lifecycle management approach (or not, as I must always point out, as this is by no means […]
If you’ve ever shortened or shared a link on a social platform, chances are you’ve used Bitly. “We are so ubiquitous, but at the same time, people gloss right over us,” said Mark Josephson, CEO of URL shortening service Bitly. He joined the company six months ago from AOL, where he served as SVP of […]
When The New York Times discontinued in February its director of programmatic advertising position, held by Matt Prohaska, partners and advertisers wondered how this would affect the publisher’s programmatic initiatives. Certainly the Times sought to alter its structure, saying in a statement it was “re-imagining and growing [its] programmatic organization and strategy with a focus […]
Twitter’s average cost per ad engagement decreased steadily over the past seven quarters, culminating in an 18% decrease in the quarter ended Dec. 21. While ad revenue, by contrast, increased during those same quarters, this chiastic trend isn’t sustainable, as Twitter itself conceded in the 10-K it filed Thursday. The company noted its ad revenue […]
Barely two weeks after basking in the glow of its BlueKai buy, enterprise software giant Oracle is at it again – this time debuting an open paid media partner API program for Oracle Social Cloud. One of the many questions arising from the BlueKai deal (as well as other Oracle Marketing Cloud acquisitions including Responsys, […]
Of the three legacy data-marketing services companies, Epsilon has been the quietest in media and advertising services. By contrast, its competitor Acxiom has rumbled along with its data-management platform (DMP) product, Audience Operating System, and its flashy partnership with Starcom MediaVest Group (SMG). Experian Marketing Services recently incorporated its AdTruth product into its marketing tech […]
Comcast will acquire video ad-serving platform FreeWheel, the companies confirmed Thursday. The development comes just weeks after the cable giant made public its intent to acquire Time Warner Cable for $42.5 billion. TechCrunch first reported the news, and Re/code confirmed Thursday it’s a done deal and pegged its value at approximately $360 million. That’s roughly in line with […]
Facebook hasn’t said much about Atlas since buying it a year ago, but it has been making incremental tweaks to the product. On Wednesday it took a bigger step, launching a creative partner program (blog post) with rich media vendors Innovid and Flite. The deal will let Atlas’s agency customers more easily integrate rich media into […]
Lotame, known for its data management platform (DMP), has received a $15 million injection in Series D funding, led by Sozo Ventures and TrueBridge Capital Partners. This brings Lotame’s total funds raised to $44 million. These new funds, said CEO Andy Monfried, will be used to enhance the platform’s technology and expand globally, particularly in […]
Consulting activity around marketing technology continues to gain steam, with interest coming both from small boutique firms such as Unbound Company and Freestyle Consulting (both established by former Mediabrands executives) and large established advisory companies such as Deloitte and Accenture. The latest company to join the fray is Concept Corridor, a one-man consulting play founded […]
