Last year, American Express’ B2B division – a unit that delivers 40% of the company’s total billings – saw serious results from its programmatic advertising strategy. On Wednesday at the Programmatic I/O conference in San Francisco, American Express VP Tatyana Zlotsky revealed that the financial services company had quadrupled programmatic media spend in 2016. The move […]
There’s a “simultaneous frustration” on the buy and sell sides to move beyond legacy TV currency standards like C3 ratings, said Linda Yaccarino, chairwoman of advertising sales and client partnerships at NBCU, at the 4As Transformation show in Los Angeles on Tuesday. This upfront season, NBCU is asking buyers to rethink the way they approach […]
With early-stage ad tech venture capital (VC) dwindling in recent years, some ad tech entrepreneurs stepped in to fill that funding gap, forming an angel investor ecosystem. While institutional investors are disenchanted with ad tech, insiders are more optimistic. AppNexus founder and CEO Brian O’Kelley said he hopes to invest “in a space I understand […]
Nielsen Marketing Cloud has built a new brain. The measurement company unveiled Nielsen Artificial Intelligence (AI) on Tuesday, meant to help advertiser and publisher clients build custom audience segments in real time. Nielsen AI is baked into the Nielsen Marketing Cloud platform and designed to process multiple external circumstances concurrently, which it can then use to […]
The “last-look” advantage Google’s ad server gave to Google’s ad exchange so bothered publishers and exchanges that it gave rise to header bidding. As of this week, that advantage is no more, AdExchanger has learned. Google just reworked its auction so it no longer favors itself in the allocation of bids. A support document this […]
Apple’s big iOS update last year created large amounts of new media inventory, which the company is monetizing through a big ad deal with NBCUniversal and direct relationships with publishers. Now the mobile platform giant is opening the gates to outside measurement of its ad impressions, AdExchanger has learned. Through its sales agreement with NBCUniversal, Apple […]
The demand-side platform (DSP) category underwent expected consolidation in the past year, with The Trade Desk’s IPO and formerly independent players like TubeMogul, Turn and Adelphic gobbled up by Adobe, Singtel and Time Inc., respectively. But just because the DSP space has matured doesn’t mean it can’t surprise you. This year, that surprise comes from […]
Music and entertainment duo Billboard and The Hollywood Reporter are on an ambitious mission to reach 300 million video views each month. The sister publications have collectively crossed the 210 million monthly mark, thanks to a growth initiative dubbed “Project 300,” which centers on video of all varieties, said John Amato, president of The Hollywood […]
By now, Google’s brand safety issue has been covered across a broad spectrum of media outlets, ranging from The Washington Post to Recode to (naturally) AdExchanger. Below we bring you the latest in the fast-moving story. Back Story. In February and March, The Times of London described how advertisers found their brands placed next to […]
Ad-supported brand-unsafe content is on the rise. DoubleVerify, which validates tens of billions of advertiser impressions per month, has blocked 8 million ads from appearing on content pages classified as hate speech – up threefold since January. And according to keyword targeting tech platform Grapeshot, the amount of terrorism-related content it sees flowing through its systems […]
