Addressable TV has earned a rep for being expensive and not all that scalable. But for early adopters like Conagra Brands, the channel does have its perks. Advertisers that invest in addressable TV alongside their larger broadcast buys view the format as a vessel for reducing waste by being able to more effectively zero in […]
MoPub, Twitter’s mobile ad exchange, is looking to get stickier with the buy side. On Thursday, after five months of beta testing, it launched a solution that aims to help marketers aggregate inventory types based on performance and to target them programmatically. Advertisers that want a lot of installs, for example, can take advantage of […]
RTB whiz Neal Richter is the new CTO at Rakuten Marketing, the marketing solutions subsidiary of Japanese ecommerce giant Rakuten. Richter, who serves as a technical adviser to a number of ad tech startups, including Metamarkets and nToggle, joins the company after more than seven years with Rubicon Project, most recently as CTO. At Rakuten, […]
Singular and Apsalar are consolidating, and they’ve got their collective head in the marketing cloud. On Tuesday, the duo announced that they will become one and marry their respective technologies – Singular’s mobile marketing analytics tech and Apsalar’s mobile attribution and DMP offering – to take on the likes of Adobe, Oracle and Salesforce on the mobile […]
As automation takes hold of the advertising industry, media planning and buying agencies are being forced to take a cold, hard look in the mirror. “We’re dealing with a lot of forces of commoditization,” MEC CEO Tim Castree told AdExchanger. Castree is in a delicate spot. Following MEC’s merger with sister GroupM agency, Maxus, he’ll […]
Jet.com has been quietly pitching publishers on changes to its payment structure related to affiliate commissions. The message is clear: Work with Jet and it’s prepared to pay you for the privilege. Affiliate bucks often go to the more established players like Amazon or eBay. But in order to incentivize publishers to send traffic its […]
“There are three big issues: technological disruption, zero-based budgeting (ZBB) and activist investors,” WPP CEO Sir Martin Sorrell told AdExchanger at the Cannes Lions festival. “The first involves continuous experimentation,” he said, and WPP has certainly walked the talk on that front. Under Sorrell’s leadership, the company has invested in tech far more aggressively than […]
Despite the tech company takeover of Cannes, the ad industry’s current infatuation – artificial intelligence – confined its appearances to panels and presentations. But a few AI aspirations (“deployments” is too strong a word in many cases) are worth calling out. Tencent The Chinese maker of the popular WeChat application has a machine learning agenda […]
Leo Burnett, one of the most iconic advertising agencies in the game, is evolving the way it thinks about creative. “I’ve been focused on infusing technology, data and analytics to make creative more relevant, personalized and effective,” said Andrew Swinand, CEO at Leo Burnett. For Swinand, who spent time on the media side as president […]
Oath is having its coming-out party in Cannes. On Monday, AOL executives officially launched Oath at the advertising festival in Cannes, following the close of Verizon’s $4.8 billion acquisition of Yahoo last week. The execs also clarified lingering questions about how it will integrate assets from AOL and Yahoo into Oath’s pending ad tech […]
