Last year we asked a handful of senior execs at platform companies to answer the question, “What will happen next year in marketing and advertising that hasn’t happened before?” This year we invited some of those contributors to evaluate their earlier forecasts and update them for 2014. The below is from Michael Lazerow, chief marketing […]
The belief that cookies don’t work on handhelds or tablets, requiring an alternative tracking mechanism, oversimplifies the complex problem of mobile tracking. While advertisers cannot use third-party cookies to track mobile users the same way they would a desktop user, cookies can indeed be applied to an extent in a mobile environment. And while many […]
The retail industry, unlike verticals where data compliance is a major issue, appear more in the thought-leadership phase of advanced data analysis than actual execution, despite isolated gains by some their progressive counterparts in building their own marketing-tech stacks. Eighty-three percent of retailers profiled in EKN Research’s “Big Data in Retail” study said they are […]
Both agencies and ad partners draw comparisons between Twitter’s launch on Thursday of retargeting product Tailored Audiences and Facebook Exchange (FBX). Just how technically similar they are remains to be seen, but the industry is buzzing about the ad product’s cross-channel targeting potential. We asked some Tailored Audience partners, media agencies and a beta tester to […]
Omnicom Media Group’s trading desk, Accuen, has expanded its reach in the BRIC countries over the past year, and Jun Yuan, head of Accuen China, is navigating the unique challenges of the market. “As an agency, we started our RTB business in China last year, in April,” Yuan told AdExchanger, noting that the team is […]
Although Amazon has kept fairly quiet about its ad-services pitch to media buyers, analysts believe that marketing services will be a driving force in what sustains and propels the ecommerce giant in the years to come. “Amazon has to push into new areas,” writes David Farnoush, a media analyst for Harmelin Media, in a blog […]
One must forgive Scott Howe, CEO of big data solutions provider Acxiom, for gushing a little. “I’m kinda preaching here but I feel passionate about this, because I’m an agency guy, but I think the days of the silver bullet are done,” he told AdExchanger. He’s referring to advertising and marketing messages that adhere to […]
Mobile advertising exchange Nexage has become one of the largest independent mobile ad exchanges following Twitter’s decision to snap up its competitor, MoPub. As competition in the mobile ad space continues to heat up, it remains to be seen what Nexage’s next steps will be. AdExchanger spoke with Nexage CEO Ernie Cormier about the company’s […]
Back in August, San Francisco-based LiveRamp released GetOnboard, a CRM “data onboarding” software system designed to bridge the gap between marketers’ customer data and their online marketing efforts. By prepping massive amounts of data for every possible marketing service and destination, and by doing it quickly, GetOnboard has been selected by more than 200 customers […]
In 2007, that WPP Group made big waves with its acquisition of display media technology firm 24/7 Media, worth $649 million. By bringing a publisher-facing ad server and network in-house, the holding company had staked out a tech ownership strategy that continues today. Today that premise lives on at WPP, but the 24/7 Media brand does […]
Consulting businesses are popping from the foliage like so many munchkins in Oz, eager to guide bewildered marketers – lost, perhaps dealing with head trauma – through a fragmented and hallucinatory media landscape to the yellow-brick…well, you get it. Last month, Starcom MediaVest Group took the wraps off a new advisory business called Zero Dot. The […]
While most marketers today understand why they need to establish data-driven marketing strategies, the big question for most is how exactly to do it. Not only must they worry over technical implementation details, but data-driven marketing practices also depend on the effective leadership of people and processes to deliver value. As a career marketing leader […]
With mobile accounting for more than 39.7% of all online traffic this Thanksgiving weekend – a 34% increase from Black Friday 2012, according to IBM’s Digital Analytics Benchmark – marketer investment naturally followed that growth curve. The mobile momentum continued Cyber Monday with IBM reporting that smartphones and tablets drove 30% of all online traffic […]
“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. A recent survey noted a majority of CMOs are considering taking programmatic buying in-house (AdAge story), If you’re like me, you absorbed this study with both interest and […]
Enterprise software companies are racing to soak up marketers’ budgets by building out their marketing suites with acquisitions, partnerships and new products. Those players include Adobe, Salesforce.com, Oracle and IBM. As the year comes to a close, here’s a snapshot look at these companies’ marketing stacks and some of the gaps that each company has […]
Mozilla wants to build content personalization into future generations of its products, and has recruited MDC Partners’ Darren Herman to lead that charge as VP for content services. Herman – a digital agency exec and startup entrepreneur – will head up a brand new Content Services division focused on building out a content experience within the […]
Datalogix has hired a seasoned agency alum to spearhead brand marketing globally, and to strengthen ties to the agency world. Steven Wolfe Pereira, previously the EVP of Publicis-owned MediaVest and managing director of MediaVest Multicultural, comes to Datalogix at a time of great acceleration for the company. The data services provider, which matches its clients’ […]
The value that Salesforce.com’s solutions bring to marketers, customer experience managers, and sales staff is well-established. But what can Salesforce.com offer for online advertisers? Within the various acquired companies that constitute Salesforce.com’s ExactTarget Marketing Cloud — recently integrated with the Salesforce1 platform — is Social.com. Social.com was made possible when social media commerce company Buddy Media […]
Rocket Fuel’s entry into Japan last year through a partnership with Dentsu subsidiary interactive unit cyber communications inc. (CCI) has helped the Japanese ad shop’s ability to expand its programmatic services, particularly its demand-side platform (DSP) business. Though its programmatic business was essentially nonexistent before teaming with Rocket Fuel, its DSP business has since risen […]
Google, Zappos Labs, Foursquare and taxi-hailing app Uber talked about the trade-off of consumer data in exchange for better customer experiences during PSFK’s Future of Retail forum Thursday along the San Francisco marina. Uber’s data evangelist, Bradley Voytek, kicked off the exchange with an anecdote about how when he started at Uber, the average wait […]
Impression fraud has been a major industry problem for a while, but it’s only lately that buyers, sellers and vendors have sought to quantify and arrest it. Even at a roundtable discussion of more than two dozen online ad executives held by Integral Ad Science on Thursday morning, participants seemed resigned to the idea that […]
Turn Inc. is seeking new funding at a valuation up to $700 million, ahead of a probable IPO in 2014. Sources say the demand-side (DSP) and data management platform (DMP) company has been calling on investors in recent months seeking a new strategic round. These investors have gotten a peek under the hood at Turn’s […]
Among the recurring themes Wednesday at Dreamforce in San Francisco was the need to develop customer-centric experiences that are both channel-agnostic and measurable. Online job finder CareerBuilder and CPG giant Unilever were among the major brands that took turns on stage and dished about their digital priorities, best practices and thoughts around their marketing investments. […]
Yahoo CEO Marissa Mayer remained relatively unfazed onstage Tuesday at the Dreamforce conference as a pack of protesters disrupted an otherwise smooth Q&A session with Salesforce.com CEO Marc Benioff. Despite the larger-than-life mural of Mayer’s mug and echoing shouts protesting her seat on Walmart’s board of directors, the fireside chat between the two CEOs covered […]
After General Motors yanked all its paid media spend from Facebook in mid-2012, GM’s chief marketing officer at the time, Joel Ewanick, suggested in a Wall Street Journal interview that Facebook is simply not a great place to advertise cars. But GM eventually returned and Facebook has since doubled down on the auto category. In […]
“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. I just read another study – this one from business analytics firm Domo – highlighting marketers’ challenges and frustrations when it comes to accessing and making sense of […]
Dallas-based marketing technology startup HipLogiq has raised $7 million in Series B funding, led by Hadron Global Partners. It will use the money to bolster sales and marketing staff. This latest cash injection follows a $5 million Series A round last May, also led by Hadron. While the Series A round was largely applied to […]
Google has agreed to pay $17 million to settle charges it dropped cookies on Safari Web browsers in defiance of the browser’s privacy settings. According to the settlement, from mid-2011 to early 2012, Google rejiggered DoubleClick coding to get around Apple’s default blocking of third-party cookies in Safari. When the charges were first publicized last […]
While location-based ad delivery was once limited strictly to geofencing, the ability to combine device identifiers, geographic coordinates, and customer history data has added sophistication to location targeting. PlaceIQ is one of the latest companies attempting to introduce more value into location advertising via two product roll-outs last Friday. PIQ Analytics and PreVisit are designed […]
In its first earnings disclosure since going public, French retargeter Criteo cited vertical expansion beyond its heritage of retail and travel retargeting client base. CEO Jean-Baptiste “JB” Rudelle noted “major” US client wins in the financial and auto verticals helped the company post revenue growth of 57.8%, increasing from 72.1 million euros in the third […]
