There were two adjectives Yahoo CEO Marissa Mayer used repeatedly when discussing the advertising opportunity with Tumblr, which her company agreed to buy for $1.1 billion. Those words: “native” and “aspirational.” It’s what you would expect. In its short history of monetization, Tumblr has focused on organic ad formats, tentatively rolling out tools to promote […]
Yahoo’s planned acquisition of Tumblr brings it “coolness,” young demos and mobile eyeballs, says the blogosphere. The deal, reported at $1.1 billion, is Yahoo’s Instagram – even with aging Flickr already aboard. Okay, fine. From here, this acquisition may also be a new, strategic move into “identity.” Yahoo Mail used to be the portal’s identity magnet, but product development neglect and […]
The balance between protecting consumers’ privacy and reaching them with relevant targeted ads is a constant struggle for the online ad industry. And consumers experience a similar tension, according to several surveys published in recent months. After a December 2012 survey of 2,000 customers in the US and UK, Accenture Interactive found that 86% of respondents […]
“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 by Andrew Shebbeare, Founding Partner and Global Chief Strategist at Essence. Don’t worry; I’m not planning to reprise the old debate over whether data is good or evil here. I assume this […]
Five years into the exchange-buying trend, attention tends to focus on what’s broken in agency/network relationships. Black-box algorithms, opaque margins, impression fraud, and a tendency to overpromise and underdeliver have damaged trust in digital ads and the platforms that traffic them. So the story goes. But for many agencies, these concerns are outweighed by the […]
Facebook has raised the velvet rope to let more of its real-time bidding partners into the News Feed, and by many accounts the response rates are stunning. But some technical and ad quality issues still need to be ironed out. Beta partner TellApart says click-through rates for Facebook Exchange ads in the News Feed are […]
After a strong 2012 holiday season for mobile advertising, marketers took a step back in the beginning of 2013, then charged ahead again toward the end of the first quarter. In AdExchanger’s third quarterly mobile roundup, mobile ad networks and companies found that rich media, targeting and the rise of tablets drove expansion in the […]
Aol was able to maintain its hard-won profitability and ad sales gains Q1. But just as Aol was finally able to turn US display around with a decent growth of 6%, the usual powerhouse of third-party network revenues showed signs of slowing down. Read the earnings release. The company’s third-party network revenues growth slowed to […]
“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 Daniel Davies, Vice President of US Operations at Digilant. The exchange space is absurd. Disagree? Okay, open another browser and visit beyondjane.com. Now wait for about 60 pixels and […]
The Tracking Protection Working Group is meeting this week in Sunnyvale, Calif. in its latest attempt to create a tech spec for the Do Not Track browser feature. Progress has been excruciatingly slow for the group, which operates under the aegis of the World Wide Web Consortium (W3C). Disparate interests have been unable to agree on even […]
“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 Sacha Xavier, Partner, Media & Innovation Director for Neo@Ogilvy. 2013 has evolved with bigger and more celebrity-laden digital upfronts, also known as “New Fronts.” I hesitate to even call them […]
With Krux’s initial conception of its publisher data management platform (DMP) nearly complete, CEO Tom Chavez is thinking about what’s next for his 2.5-year-old company. Chavez says, “We had a broad idea of all the pieces that we wanted to conquer, and within the last year, those puzzle pieces have come together. It spans not […]
With the World Cup and Olympics coming to Brazil in 2014 and 2016, all eyes are on the country’s preparations for the events, which include readying its digital infrastructure. Brands are waiting for the chance to be at the center of the worldwide stage, and several advertising technology companies have opened offices in Brazil. This […]
“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 Ken Allen, Managing Director at Blackstone. Robb Stark, in Season II of HBO’s Game of Thrones, is presented with an interesting dilemma during his quest to avenge his father’s death. At […]
A year after Twitter opened its self-serve Twitter Advertising system to businesses on an “invite-only” basis, the microblog’s Promoted Tweets and Promoted Accounts products will be open to anyone in the US. Read the release. This news was mentioned as Kevin Weil, Senior Director of Product for Revenue at Twitter, participated on a panel with […]
Yahoo executives talked a lot about “new” ad formats and video-centric programming during its Newfront presentation, but a vague familiarity persisted until the very end of COO Henrique De Castro’s presentation, when he made a promise to media buyers: give us a small yet sizable portion of your TV ad spending and we’ll guarantee satisfaction. […]
With a PhD. in econometrics and an analytics and statistical background on the AdAdvisor side of the Neustar “house,” VP of Research & Analytics Ken Inman has good reason to be laser-focused on building consumer predictive models. Inman oversees the development of targeted marketing applications, using data and information to help address challenges in customer […]
The Digital Advertising Alliance (DAA) will make a formal case this week that Do Not Track should be set to “off” by default. Members of the group charged with creating the DNT browser spec heard details of the ad industry’s proposal during a Monday call meant to prepare for next week’s face-to-face meeting in Sunnyvale, […]
WPP Group has shared some new details on revenue performance and strategy for its Xaxis trading unit. Xaxis grew its revenue by 28% during the first quarter, said Pivotal Research Analyst Brian Wieser in a research note. WPP had previously stated the business had 2012 media billings of $270 million and a headcount of 200. […]
Interpublic Group has made changes to its Cadreon trading desk in North America, uprooting it from its previous home in the Mediabrands Audience Platform and repotting it in the Magna Global media investment arm. As Adweek reported earlier this month, a new entity called Magna Global North America will absorb the trading desk along with […]
MailOnline’s site is an endless broadsheet of breaking news, tabloid gossip and tawdry thrills (pictured: the money a stripper makes in just ONE shift – and it’s more than most people make in a month). Some might consider this publishing format tailor-made for real-time bidding. But the site, which has its own dedicated editorial and […]
Since being acquired in September 2012, Paul Cimino’s Brilig Data Exchange serves not only its own customer base but also that of its new owner, Merkle, and all of the first- and third-party data it looks to leverage on behalf of its Merkle clients across marketing campaigns. In an ongoing effort to understand how data […]
“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 Chris O’Hara, Chief Revenue Officer at NextMark. When you think of advertising technology in the display space, the first names to come up are probably Google, PubMatic, Adobe and AppNexus. But […]
“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 Gurman Hundal, co-founder of Media iQ. Ad network pitches usually go like this: Their proprietary technology enables them to prospect new potential customers for advertisers. The truth is that, in […]
It was inevitable, as the move from buying placements to buying audience infiltrates display ad campaigns. Yesterday, Yahoo reconfirmed in its quarterly results that programmatic media has changed its business forever. The statement echoes comments made by The New York Times a few months ago, in which the publisher seemed to pin some of its […]
How Twitter will enter into the programmatic ad business remains a mystery to many. During the past few months, rumors have swirled over some sort of Twitter ad exchange to be launched. How that will happen is unclear. Nevertheless, various strategic directions seem possible as Twitter tries to siphon growing programmatic media ad spend. The […]
“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 Anthony Katsur, CEO of Maxifier. What’s in a name? Well, when it comes to “programmatic premium,” quite a lot. Interpretations of this term differ widely, as evidenced by the […]
Last week’s PROGRAMMATIC I/O delivered many interesting discussions, and one of them revolved around transparency in bidding on an exchange. What if you had sufficient transparency on every impression’s auction, such that all buy-side participants bidding in an auction (even bidding “lurkers” or non-bidders) were revealed? Who would care about this data and why? Hold […]
Brian O’Kelley wants you to know he’s serious about mobile. On the same day IDC reported Q1 PC sales plummeted 13.9% as consumer usage shifted dramatically to tablet and smartphone devices, the CEO of AppNexus told attendees at the company’s San Francisco summit that the company is going “all in” with its mobile strategy. O’Kelley […]
Mobile app analytics provider Flurry has been preparing for a world where mobile is the main nexus for marketing and e-commerce. And while mobile ad spend generally lags way behind consumer usage, the company believes that dynamic will change relatively quickly and that its Flurry Marketplace, the name of its mobile RTB system, will help […]
