“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. Today marks the release of AdExchanger Research’s inaugural State of Programmatic Media report. Based on data gleaned from more than 450 completed surveys and a range of in-depth […]
Data management firm Acxiom will acquire LiveRamp, provider of a data onboarding software used by many in the advertising industry to match offline data to digital audiences for ad targeting and measurement. The deal is worth $310 million and is expected to close mid-summer, the companies said. Taking up with Acxiom will let LiveRamp scale its product and expand […]
Changes are afoot at Nanigans, as the Facebook ad partner repositions to serve in-house marketers strictly on a software subscription basis. The company has stopped signing new managed services business and will focus on getting its self-serve platform into the hands of marketers in the ecommerce and app verticals. As part of this singular focus […]
Valuing mobile ad inventory is challenging as advertisers struggle assessing viewability, attribution and other measurements. To find out how media-buying agencies tackle this problem, AdExchanger asked agencies, “What are the attributes of quality mobile inventory?” Click below or scroll down to read their responses. Jenn Cox, mobility lead at Starcom USA Jason Pope, VP of AOD at VivaKi JiYoung Kim, […]
Jonathan Becher has a lot on his mind this week. As CMO of global German enterprise software company SAP, which employs 67,000, he spearheads the messaging for a multi-billion dollar public business. And on Sunday, that business announced the departure of Vishal Sikka, one of its product pioneers who tirelessly evangelized SAP’s high-speed-everything engine HANA. […]
What a fiasco. A “merger of equals” between Publicis Groupe and Omnicom Group that was to be the largest acquisition in advertising history is now off as the two companies have proven unable to overcome a range of impediments, including tax concerns, integration pain, and the personalities of the chief executives. “The challenges that still […]
After AOL’s and Google’s respective acquisitions of Convertro and Adometry, the space held by independent marketing attribution vendors immediately shrank. Remaining companies include Visual IQ, C3 Metrics, DataSong, DC Storm, and Encore Metrics. But what is the future of these attribution pure-plays as enterprise stacks invest in cross-channel technologies? “I see a complete collision course with […]
Still thinking of AOL as a media company? Tim Armstrong wants to change your mind. On the company’s Q1 earnings call Wednesday, its CEO repeatedly invoked “platforms,” “mechanization” and, of course, “programmatic” as the underpinnings of the business. AOL’s Tuesday acquisition of multitouch attribution vendor Convertro also hammered this message home. Armstrong’s platform ardor almost […]
Following Google and AOL’s acquisitions of multitouch attribution vendors Adometry and Convertro Tuesday, several questions arose. The first, and perhaps easiest to answer: What was the driving force for the purchasers and how will the technologies plug into their existing platforms? “The macro rationale for both of the acquisitions seems to be the growing need […]
“Mechanization,” “piping,” and “programmatic” are the keywords at AOL these days as the company puts the pedal down on its ad tech plans. One day after scooping up multitouch attribution vendor Convertro for $101 million, AOL revealed revenue from the company’s ad platform business grew 55% during the first quarter 2014 to $186 million, despite a 3% decline in […]
