“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O’Connell, Director of Research, AdExchanger Research. If you’ve seen the agenda for AdExchanger’s upcoming Industry Preview conference in January, you may have noticed that I’ll be giving a presentation on “The Future of Buying […]
Although addressable TV advertising commands an estimated $200 million-$300 million in spend compared to linear TV’s $70 billion annual ad market, according to some TV industry execs, it promises a targeted buy down to the household level either through a set-top box or other IP-enabled device. However, the inherent challenges of addressable TV – which include […]
It’s been nine months since Susan Wojcicki was named CEO at YouTube, clearing the path for Sridhar Ramaswamy to take full control of Google’s $50 billion-plus advertising business. As org changes go, it was a doozy. YouTube would get a proven leader to take it to the next level – by investing in talent and courting new […]
Apple CEO Tim Cook might have called iAd a “very small part” of the company’s business in the past, but Apple is starting to take programmatic seriously and the partners are piling up. Following Wednesday’s announcement of Rubicon partnering with iAd on the demand side, seven more names are officially on the list: Tapsense, The Trade Desk, […]
While marketers have long rallied around tent-pole events like the Super Bowl, the focus is no longer solely on the big-ticket TV buys or stadium sponsorships. But big games are still valuable to advertisers. While ads tied directly to major sporting events still command the most money because of their enormous draw, marketers are also […]
For recipe sites, the days leading up to Thanksgiving bring a rush of users searching for turkey-basting tips and instructions for making stuffing and pumpkin pie. In the coming weeks, the winter holidays will bolster traffic even more. These audience surges represent an opportunity and challenge for publishers as they try to maximize yield. Sales […]
Rubicon Project has snapped up iSocket and Shiny Ads, two companies in the rapidly emerging category of automating direct, negotiated deals between ad buyer and publisher. The total cost of both deals is less than $30 million, mostly paid in stock, according to a press release. The bulk of that $30 million likely went to iSocket, […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research. What’s the opposite of growing pains? If you’re a regular reader of the Marketer’s Note, you’ve undoubtedly noticed that AdExchanger Research has grown from all angles in the past […]
Yahoo will indeed acquire BrightRoll, a video ad network turned platform company, as TechCrunch first reported in October. (See the release). The transaction, priced at $640 million, fires up Yahoo’s ad tech strategy after a dry spell when the company’s M&A was focused primarily on consumer-facing mobile platforms. It also provides a partial answer to those wondering […]
MediaMath has snapped up Rare Crowds, a small, 2-year-old startup founded by ad tech trailblazer Eric Picard, AdExchanger has learned. Under the all-stock transaction, Picard will join MediaMath as VP of strategic partnerships as the media-buying platform builds out products around private marketplaces and “automated guaranteed” inventory (i.e., direct site buys). The deal has the […]
