The divide between publishers and advertisers around viewability sharpened during a Tuesday morning panel “Inside The Mind Of The Advertiser,” hosted by analytics provider Integral Ad Science. This wasn’t much of a surprise considering one panelist was Ari Bluman, GroupM’s chief digital investment officer for North America. GroupM has taken a notoriously hardline stance around […]
With the revamp of its partner program last week, Facebook is for the first time allowing agencies to pursue certification – under a specialization called Media Buying. (Don’t call it a badge.) The change is a tacit acknowledgement that Facebook’s key relationships in the ad ecosystem include not only the builders of tools for reaching […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research. Good news traveled fast last week when Facebook decreed its position on viewability [AdExchanger story]: The company plans to sell only in-view impressions, which it can do thanks to […]
There’s an updated standard in town: OpenRTB 2.3. The latest version incorporates guidelines for native advertising creative within a real-time bidding environment, accounting for metadata like headline, content URL, description text and images. The standard should mean more native advertising will flow through more exchanges with fewer hiccups, right? Well, not exactly. AdExchanger asked industry […]
Rocket Fuel appears to be bracing for a chilly wind, at least when it comes to the insertion order-based media sales business that has been the core of its revenue engine for the past several years. The programmatic platform company reported Q4 revenues of $139.5 million, a 63% lift compared to Q4 2013. That’s a […]
Facebook has decertified more than half the seat holders on its Facebook Exchange (FBX) as part of a revamp of its marketing partner program, unveiled Tuesday. Among the partners no longer badge-certified to buy on FBX are some very big ad platform players, including Adobe, Advertising.com (AOL), Rocket Fuel, IgnitionOne and Dotomi/Conversant (Epsilon). In total, […]
When Yahoo eyes the future, it sees the words “premium mobile media company” appended to its name in lights. That’s been the hope since Marissa Mayer became CEO in 2012. Recent acquisitions of video DSP BrightRoll and app analytics company Flurry speak to Yahoo’s plans and Mayer herself articulated those plans at the Goldman Sachs tech conference in […]
Whether you’re Coca-Cola or the NFL, building experiences across 15 device and app environments is a tall order. It’s why video publisher SnagFilms launched spin-off company ViewLift on Thursday, aiming to help media networks as well as brands target video app audiences and boost discoverability across mobile devices, smart TVs and set-top boxes. ViewLift has […]
One hundred percent desktop ad viewability sounds like the simplest thing and an easy standard to meet. But advertisers still are in want, publishers wish they could provide it and this demand has generated frothy press releases from the ad tech community with “100% viewable” bolded in the header. The problem is that “100% viewable” […]
A global consumer packaged-goods giant and specialty automotive company have very different digital aspirations. For toothpaste brand Colgate-Palmolive Co., its target demographic is everyone. “How many teeth exist in the world?” said Jack Haber, VP of global advertising and digital for Colgate-Palmolive Co., during Simulmedia’s Salon series panel event Thursday with MediaLink. “For some brands, […]
