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 […]
Omnicom is going “all in” with a singular Data Management Platform offering that will support audience segmentation and ad optimization across its two key media agencies, OMD and PHD. Driving the platform consolidation is a deal with Aggregate Knowledge, a DMP recently acquired by Neustar for $119 million. Like many agencies, Omnicom already supported DMP functionality, but […]
One of the first items nixed from Adobe Campaign management – once known as Neolane, the French cross-channel marketing automation platform Adobe bought for $600 million this summer and rolled into the sixth leg of the Marketing Cloud – was a standard pricing model. Beginning Jan. 20, Adobe Campaign will be licensed to user-companies through […]
“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. In an AdExchanger interview with Brian O’Kelley, AppNexus founder and CEO, late last week, Mr. O’Kelley made a bold proclamation (well, he made many, but today I’ll just […]
A week before an estimated 120,000 take to the streets of San Francisco for cloud-computing stalwart Salesforce.com’s annual Dreamforce conference, a key question is how the company will position the Salesforce.com ExactTarget Marketing Cloud – which CEO Marc Benioff has billed as his next billion-dollar business. The show is an opportunity for Salesforce.com to demonstrate […]
Even though it has a long way to go, mobile advertising is gaining traction in Latin America and companies are taking note. One such company is StartMeApp, a 2-year-old mobile ad network based in Argentina that serves ads in Latin America as well as other regions. Dealing mainly in display ads, StartMeApp serves advertisers and […]
Rocket Fuel is sitting pretty in its first quarterly earnings report since going public in September. The company saw Q3 top-line revenue growth of 132%. Its customer base reached 938, up from 406 in the third quarter of 2012, and headcount grew to 552 – about on par with AppNexus. Press release. Impressive as those stats […]
If you made it to AppNexus’ New York Summit on Wednesday, you might have come away feeling that the programmatic frontier has been largely colonized — at least as pertains to traditional display — and the remaining work to be done is along the lines of tree clearing and swamp draining. VC investment has slowed […]
Baidu, China’s equivalent of Google in search scope, is bringing a surplus of intent data to demand-side platform Brandscreen through a strategic deal the two have forged. Using Brandscreen’s RTB platform, advertisers now have access to Baidu Exchange Service inventory spanning 500 million unique users and 15 billion impressions monthly; it’s estimated that Baidu commands […]
ValueClick will sell a bunch of websites as it pours all efforts into upgrading its wheezing display ad infrastructure. The company is also building a DSP, despite earlier claims that clients “wouldn’t move to a DSP; there’s not enough richness and personalization.” On the block are Investopedia, PriceRunner, Smarter.com, SymptomFind and CouponMountain.com. No word yet on the timeline […]
It’s been a big year for mobile ad exchange MoPub. The 3-year-old company opened new offices in London, Singapore and New York, reached a revenue run rate of $100 million and was acquired by Twitter. In its first New York City conference today, CEO Jim Payne sat down with talk show host Charlie Rose (who […]
Brian Sugar has ambitious plans for PopSugar.com, a celebrity news and pop culture media platform he founded with his wife, Lisa Sugar, some seven years ago. Specifically, he wants to drive more than $1 billion in sales next year to retail partners through ShopStyle, PopSugar.com’s content and commerce offshoot it acquired in 2007. That figure’s […]
