Neustar’s $450 million deal to acquire MarketShare Partners, announced Thursday, brings together two major digital marketing measurement players that will “help CMOs justify their existence to the CFO,” said Neustar CMO Lisa Joy Rosner. The purchase price is $390 million once tax considerations are factored out of the deal, the companies said. Read the press release. The […]
Everyone talks about TV dollars leaking into digital, but what happens behind the scenes to make those dollars move? Vic Walia, senior director of brand marketing for Expedia, said it involves change management and rewiring old assumptions. “We’ve always invested heavily in TV as a brand, but we wanted to extend our reach beyond our […]
Eight months after former CEO George John stepped down and the company started a search for his replacement, Rocket Fuel has decided to give head of sales Randy Wootton the keys to the city. Wootton was first hired in March to oversee a reorganization that split the company’s sales efforts clearly into three channels: agencies, direct […]
Criteo is prepping a Universal Match product as a serious contender in the cross-device arms race. The company is pooling anonymized data from two-thirds of its 9,300 brand customers in its consumer database. Every brand that participates provides CRM data (not unlike Google’s Customer Match) that would enable them to target specific users cross-platform through […]
Mic CEO Chris Altchek looks at digital publishing and sees opportunity. His goal: to reach every college-educated millennial in the US – all 40 million of them. In the past year, Mic has grown from 9.5 million to 14.5 million uniques, according to comScore. But that growth transpired in the most modern of ways: Mobile […]
GroupM hopes its purchase of digital/media agency Essence on Wednesday (for undisclosed terms) will add a whole lot of Google expertise into WPP’s cluster of media agencies. After all, the formerly independent Essence is Google’s digital agency of record. “Google, as you might imagine, is keen on its global digital agency using the full set […]
It seems every time there’s a partnership between a marketing tech company and an ad tech vendor, MediaMath is involved. Its most recent hookups: Oracle and IBM. When working through the technical and logistical intricacies of these integrations, MediaMath CEO Joe Zawadzki takes a back seat, seeing himself as “champion and cheerleader.” “My role is […]
It might surprise those who think of Merkle as only a CRM agency to hear it has a media practice that employs 400. Although the division has taken four years to construct, Merkle has over the past several months recruited a handful of media agency heavyweights (including ex-Razorfish COO Michael Komasinski) to help support its […]
Google is beta testing a solution within DoubleClick for Publishers (DFP) that will allow publishers to bring in high-value impressions before reserved inventory in their ad server. Jonathan Bellack, Google’s director of product management, made the announcement at the IAB Ad Operations Summit on Monday during a discussion about header bidding that pitted Google (anti-header […]
NBCUniversal transacted 10-15% of its digital business programmatically during the 2015-2016 season, the company has revealed to AdExchanger. Prior to the upfronts, the company expected to secure 50% of commitments on a “converged” basis, with elements of both TV and digital in a single deal. In this most recent upfront, NBCUniversal’s digital business grew 50% and, of […]
