“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 part one of a two-part overview of the technology issues associated with ad viewability (Read part 2). It is by Jeremy Stanley, Chief Technology Officer, Collective & Co-Chair, IAB 3MS/Viewable Impressions Implementation […]
Among the many concerns ad sellers and ad agency staffers harbor about the rise of automated audience buying is that all these advancements will ultimately put people out of a job. The ethos of doing “more with less” is a general worry that happens anytime an industry finds itself in the throes of technological change. […]
It’s been three years since Adobe embarked on the digital acquisition spree that would bring it a major analytics platform (Omniture), a DMP (Demdex) and a media buying platform (Efficient Frontier). How to measure its success to date? Financial results tell one story. In Q3 2012 the digital marketing suite delivered 40% growth in revenue, […]
When it comes to e-commerce, there’s Amazon and then there’s everybody else. Whether a retailer specializes in flash sales or in subscription-based, curated “boxes of merchandise,” all companies in the space are defining themselves against what Amazon has achieved and what it, as general go-to for everything from books to music to household items, can […]
Any media agency will tell you it’s innovating hard around data in campaign planning and reporting. But what does that mean exactly? For Universal McCann, the global media arm of McCann Worldgroup, today’s challenge in analytics isn’t methodological. It’s all in the follow through – creating standardized measurement approaches and then getting insights into 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 Kevin Haley, Chief Scientist at Videology. Verification is good. Everyone wants to know that what they bought is what they got. With regard to online video, for years the […]
Traditional branding exercises often focus on questions that can seem a little silly. What color is your brand? What shape? Percolate founder Noah Brier says his company sprang in part from the realization that “What does your brand consume?” also needs to be part of that equation. The company, which has been compared to Buddy […]
Facebook’s menu of ad types is growing longer all the time. And as the company continually tests new formats, it’s getting harder to keep track of all of them. Below is AdExchanger’s attempt to provide a snapshot of all relevant and current paid media products the company has on offer, along with a few that […]
Female-leaning lifestyle content network Glam Media is the latest publisher to adopt the private exchange model, as more companies look to buttress and protect their guaranteed, direct sales with the increasing demands for more real-time offerings for advertisers. Rubicon Project will power the exchange for GlamAdapt, the publisher’s ad serving unit. The move comes at […]
“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 Jessica Sanfilippo, group media director at 360i. Below the fold, partial ad loads, and other related (and unwanted) occurrences on the island of misfit banners are the digital equivalents […]
The industry has made striking advanced in tracking the value and attributes of biddable online ad inventory, but the road ahead is long. That much was clear at the Interactive Advertising Bureau’s Ad Operations summit in New York. In a discussion of inventory packaging and pricing, Neal Richter, chief scientist at Rubicon Project, and Art Schram, VP of Glam […]
Western Union describes itself as a financial services provider for the “underbanked,” a group it pegs at approximately 25% of the U.S. population. As with all financial companies it must be very careful with its customer data and how it uses that data to acquire customers and market new services. That caution extends to data-driven […]
“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 Eric Picard, CEO at Rare Crowds. I’ve been designing, prototyping and deploying new ad formats in digital advertising for more than 15 years. I started one of the first rich […]
“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 Dave Zinman, CEO of Infolinks. The economics of online advertising are at best confusing and at worst completely backwards. We’ve got a zillion systems to target ads and auction […]
Among the questions mobile marketers are grappling with is whether the channel is an extension of the PC-web or something entirely distinct. Is it better to emphasize some form of behavioral targeting or contextual? Is focusing on location the best way to target mobile users? While the industry sorts through those issues, mobile ad startup […]
There is a common view that a big chunk of real time bidding activity consists of advertisers competing with themselves to win impression auctions. Not so, according to a new RTB report based on data gathered through Casale Media‘s sell-side Index Platform. “There are a lot of shared brands, and also a lot of retargeting,” […]
“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 Michael Oiknine, CEO of Apsalar. Every iPhone comes with an identification number — like a serial number – that’s used for connecting data to a specific handset. Until recently, the […]
Over the past two years, Ziff Davis has transformed itself from a digital-only tech publisher primarily known for PCMag.com to a broader content/digital marketing play by adding audience ad targeting, e-commerce and enterprise IT functions. Now, after roughly five acquisitions since CEO Vivek Shah took over the media property with investment assistance from Great Hill Partners, […]
Marketer integration is among the grand challenges facing the Data Management Platform space, according to a new white paper produced by Winterberry Group in partnership with the Interactive Advertising Bureau (download). Consider the top three “major hurdles” identified by the report’s 160 or so respondents: (1) “Internal Process & Marketing Ops Challenges,” (2) “No Clear […]
Over the past few months, “collaborative” publisher Wikia has been working with data management platform Krux Digital on streamlining and segmenting the company’s audience. The company claims the combined use of its first party data and third party data have led to 93 percent lift in eCPMs compared to what it was able to charge […]
The year of mobile has come and gone — though we may never know which year it was exactly. So what comes next? Why the year of mobile integration of course. When we asked three senior agency executives what their top 2013 planning issue is (not mentioning mobile), all three came back with variations on […]
Facebook’s Exchange is in full swing outside the U.S. Speaking at the AppNexus Summit in New York this week, Facebook VP global partnerships Blake Chandlee noted FBX buyers can now access audiences in the Asia-Pacific region and in Europe, the Middle East, and Africa. A spokesperson later confirmed the expansion and said Facebook is actively […]
“In the Netherlands we have a horrible privacy law. It requires us to ask for explicit consent before we can collect data or use cookies. That’s partly our fault. I think the US ad industry should really take a stand and inform both politicians and consumers.” -Kim Van Der Zande, Chief Strategy Officer of FlxOne, […]
AppNexus can be a tough company to draw a bead on. First, it’s not public and so isn’t required to disclose revenues, profits, or cash on hand. Second, it functions as a marketplace intermediary, sitting between media buyer and seller, and sometimes between other intermediaries. As such it’s not directly measured by the likes of […]
Nate Silver’s perfect forecast of the electoral map outcome in yesterday’s presidential election has created a stir in digital marketing circles almost as much as it has in political and publishing ones — and it’s easy to see why. There’s a comfortable analogy here for the media ecosystem. Just as Silver — via the New York Times’ […]
“The Sell-Sider” is a column written by the sell-side of the digital media community. Today’s column is written by Jim Spanfeller, CEO, Spanfeller Media Group, a new age media company. There has been much talk lately about the demise of the banner as an effective communications tool. These conversations can be self-centered, pointless, naïve, or all […]
“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 Brian Kaminski, President US of iProspect. In the battle for digital advertising dollars, Google is the established leader and Facebook is the scrappy newcomer. While Google offers an expansive […]
Of the presidential contenders, President Obama’s reelection campaign has adopted the more broad-based display ad strategy in the campaign’s final two months. In analysis shared with AdExchanger, analytics firm Moat finds Obama’s campaign placed 10x the volume of display ads that Romney’s did, an estimate that is consistent with FEC data on Obama’s digital ad […]
When niche retail e-commerce gained steam about three years ago, deals, the focus was on flash sales and discounts on upscale items for fashion and restaurants. But the ground has slowly shifted as local deals site Groupon filed its IPO and a slew of like-minded sites started to crowd the space. Two years ago, two […]
Ad exchanges have been flooded with weather-adjacent display ad inventory this week as people sought out fresh information on Superstorm Sandy — first its onslaught and later its aftermath. But just how big was this weather event from an ad volume standpoint? Pretty huge, according to data provided to AdExchanger by Media6degrees and presented in the […]
