Fashion retail chain Forever 21 is in the midst of an online marketing remake and mobile is a pillar of its strategy. Gerard Florendo, who joined Forever 21 as manager of online marketing and Web analytics in April, was tasked with deploying up-to-date tools and scaling their respective reach alongside the brand’s new head of […]
Attribution firm Adometry has combined its ad-tagging infrastructure with Tapad’s cross-device ad-targeting technology, the companies said today. Austin, Texas-based Adometry aggregates and analyzes data from multiple advertising streams to help advertisers understand how their ad dollars are performing. Using an algorithm, the company processes data from email marketing campaigns, banner and display ads, social media […]
Is big data “too big” a challenge for marketers? This was a question posed to panelists today at the Financial Times’ Future of Marketing Summit, where a crowd of brand advertisers, agency execs and marketing and ad-tech vendors converged at The Metropolitan Club in New York to talk industry trends. “There’s never too much data […]
In Facebook’s last earnings call, Sheryl Sandberg surprised some by saying the Facebook Exchange “is actually a very small part of our business.” That may be changing, as the company pushes more ad space into its RTB marketplace — and there are signs mobile News Feed inventory is waiting in the programmatic wings. “We believe FBX […]
Leveraging customers’ behavioral data is a crucial component of a mobile campaign, but it continues to be a challenge for most companies. One mistake marketers make is relying on a narrow perspective of their customers, pointed out Martin Lange, executive marketing director of digital strategy and global head of the Mobile@Ogilvy division of Ogilvy and […]
Twitter’s acquisition of mobile supply-side platform MoPub this week could pave the way for more activity and something close to standard business models in the nascent mobile exchange space. Established desktop exchange players like the Rubicon Project and PubMatic, which have expansive networks on the sell side, have struggled to retrofit their existing platforms to […]
Twitter’s acquisition of mobile ad exchange MoPub came within two weeks of its acquisition of social TV analytics Trendrr and the wide release of lead-generation cards. These staccato moves, according to one Twitter Ads API partner company, are exactly what Twitter needs to counter Facebook’s aggressive pipeline of ad products. “They’re doing a nice job […]
Scale continues to be one of the most challenging aspects of native advertising, and a growing number of companies are working to solve it. As advertisers look for solutions, a number of trends are beginning to emerge, according to a new report from the research firm Altimeter Group. “We’re seeing two fundamental ways that the […]
Twitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy. In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well — perhaps with its own user data thrown into the mix. “Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast […]
Buying MoPub does a few things for Twitter, potentially. It adds $100 million in 2013 revenue to Twitter’s income statement in the months leading up to a probable IPO. It creates an opportunity to monetize Twitter’s valuable data “off-platform” through an internally run mobile exchange. This could work by creating BlueKai-like data segments that would […]
Twitter has acquired MoPub, which provides ad management services to thousands of mobile publishers. The move gives Twitter considerable advertising reach in mobile, including real-time bidding inventory through MoPub’s Marketplace mobile ad exchange. Kevin Weil, Twitter’s VP of Product for Revenue, wrote in a blog post: “The two major trends in the ad world right […]
Critical Mass has lasting expertise in analytics. The digital agency specializes in optimizing websites and other user experiences by placing data at the center. For some clients, such as Nissan, it acts as the measurement hub for all shops in the roster. The agency’s Marketing Science group is led by Shaina Boone, who oversees about 30 […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lauren Moores, vice president of analytics at EveryScreen Media, a Media6Degrees company. Celebrities know they’ve hit the big time when the paparazzi camp out on their lawns and the tabloids […]
Independently owned-and-operated outdoor specialty retailer Rock/Creek has realized early return as one of Twitter’s early beta advertisers. The brand was founded 25 years ago as a Chattanooga-based canoeing company. It operates five standalone stores in addition to an ecommerce platform, but has yet to mobile-optimize its site. Fifty-one percent of retailers cited this very optimization […]
Under two separate deals that took place this week, Microsoft, Nokia, Verizon and Vodafone took steps that speak to the companies’ expectations for the smartphone market and the telecom industry as a whole. Microsoft’s decision to acquire Nokia’s devices and services division could help it shore up its place in the smartphone ecosystem while Verizon […]
This story continues our series on programmatic media in the BRIC countries (Brazil, Russia, India, China). Check out our earlier pieces on Brazil and Russia. The final installation, on China, will publish in the coming weeks. India’s growing Internet population would seem to make it a prime market for RTB and programmatic buying. But the […]
Ned Brody can officially join Yahoo as SVP for the Americas, five months after resigning his post as CEO of AOL Networks, the unit that houses the company’s ad-tech properties. Brody had been constrained from heading to Yahoo by a noncompete clause, which could have kept him from starting the job until April 2014. But […]
With agencies continuing to voice concern about their battles with clients’ procurement officers, some high-profile agency executives have called to pay for performance. Perhaps they should look no further than today’s direct-response business — traditionally driven by search advertising — where agencies like WPP GroupM’s Quisma have been operating for more than a decade. Quisma continues […]
A new report from Germany-based ad exchange AdScale shows that US advertisers, agencies and vendors are not the only ones seeing rapid growth in real-time bidding (RTB). The average cost per thousand (CPM) for standard ad space purchased via RTB now averages close to 35% more than the average CPM of campaigns booked without RTB […]
Twitter’s wading deeper into the TV pool. The end goal? Unlock more viewer data to balance the scale on social engagement and determine the opportune time to push paid media promotions. With its latest acquisition of real-time social data analytics platform Trendrr, which is used by a range of media companies and TV networks such […]
After announcing that he had been appointed to an intelligence review panel, Peter Swire, co-chair of the Tracking Protection Working Group (TPWG), which is tasked with creating a universal standard for the “Do Not Track” browser feature, has resigned from the TPWG. A seasoned negotiator, Swire was brought in last November to salvage the DNT […]
The rise of programmatic buying has been a boon for some unscrupulous publishers that have learned to game the system by unloading junk ad impressions on exchanges. Now the money grab may be ending as exchange operators respond to improvements in fraud detection and to buyer demands for legit inventory. At least one such player, […]
Data scientists are fueling the growth of the ad-tech industry, as well as many other industries. Straddling art and science, data science requires a solid understanding of machine learning, computing and algorithms, in addition to strong problem-solving and communication skills. The other thing about data scientists: There’s not enough of them. In order to meet […]
Doing the real-time dirty work for online advertising may not be as sexy as buy side platforms and your favorite late model DMP, but 50-person strong Aerospike doesn’t mind. In fact, many ad tech companies including AppNexus, BlueKai and eXelate use Aerospike’s database product to fuel real-time, big data interactions. Today, the company announced (see […]
Now and then the question comes up. How vulnerable is the digital ad ecosystem to the technical problems that occasionally knock out trading in the major financial markets? One such glitch hit Nasdaq on Thursday, freezing out investors for three hours. Time to revisit! Once the preferred way of explaining RTB to one’s relatives, the “financial […]
Facebook is investing heavily in measurement products to help prove out the value of its ads. Its offline conversion tracking on behalf of CPG marketers is perhaps the key example of this. In one indicator of that program’s importance, the company recently promoted Fred Leach, who helped develop it, to head R&D measurement and partnerships across verticals. […]
Pinterest has always been a little different than the rest of the social pack –primarily because pinned products means pinned intent. The platform is inherently commercial. When Pinterest debuted price alerts in early August, it appeared to be a move on the visual social network’s part to help retailers reactivate purchase intent based on items […]
It’s been six months since botnets entered the advertising lexicon in a big way, thanks to research and publicity efforts by self-styled fraud fighters and firms that specialize in detecting nonhuman traffic. March stories in Adweek, AdExchanger and other publications shined a spotlight on the pervasiveness of nonhuman Internet traffic and its threat to the value […]
Mobile advertisers must get better at understanding their customers or risk repeating the mistakes made in traditional display advertising, according to panelists at Neo@Ogilvy’s client event, Mobile Day, which took place yesterday in New York City. “The challenge for many brands is that the user experience breaks down when consumers go from one device to […]
Google’s launch Tuesday of Data-Driven Attribution for Google Analytics Premium users left some questions on the table, including how pertinent offline data would be to the product, where “earned” media fits into the mix and what implications there are for “non-Google” marketers and the entire attribution ecosystem. Forrester Research, which released a Forrester Wave Report […]
