For the past year, executives at The New York Times Company speaking on its quarterly earnings calls have singled out a particular challenge for the newspaper publisher’s display ad business: programmatic media buying methods. With this month’s hire of online ad veteran Matt Prohaska as programmatic advertising director, the NYT still regards exchange and automated […]
Automotive data company Polk collects and analyzes data related to registration and title information, new vehicle transactions from all the major manufacturers, and even vehicle financing data. Working with companies like Datalogix, with whom Polk has a years-long partnership, the company is able to bring this offline data into the online world. “Polk has some […]
AcquireWeb is not a new, bootstrapped startup – but it could be labeled an evolved one with a new home in display advertising. CEO Al Gadbut describes his 27-person company, launched in 2001, as “a marketing data technology company focusing on customer identity integration within the digital space.” When the Foster City, California-based company started out, […]
Last week AdExchanger looked at the dynamic between ROI DNA, a performance-driven agency, and its preferred display-trading partner, Run DSP. (Read the story.) There are many such relationships in ad tech, where a mid-sized agency relies on a key network or platform partner to drive ROI and provide hand-holding to its planners and buyers. You […]
There were two adjectives Yahoo CEO Marissa Mayer used repeatedly when discussing the advertising opportunity with Tumblr, which her company agreed to buy for $1.1 billion. Those words: “native” and “aspirational.” It’s what you would expect. In its short history of monetization, Tumblr has focused on organic ad formats, tentatively rolling out tools to promote […]
Yahoo’s planned acquisition of Tumblr brings it “coolness,” young demos and mobile eyeballs, says the blogosphere. The deal, reported at $1.1 billion, is Yahoo’s Instagram – even with aging Flickr already aboard. Okay, fine. From here, this acquisition may also be a new, strategic move into “identity.” Yahoo Mail used to be the portal’s identity magnet, but product development neglect and […]
The balance between protecting consumers’ privacy and reaching them with relevant targeted ads is a constant struggle for the online ad industry. And consumers experience a similar tension, according to several surveys published in recent months. After a December 2012 survey of 2,000 customers in the US and UK, Accenture Interactive found that 86% of respondents […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Andrew Shebbeare, Founding Partner and Global Chief Strategist at Essence. Don’t worry; I’m not planning to reprise the old debate over whether data is good or evil here. I assume this […]
Five years into the exchange-buying trend, attention tends to focus on what’s broken in agency/network relationships. Black-box algorithms, opaque margins, impression fraud, and a tendency to overpromise and underdeliver have damaged trust in digital ads and the platforms that traffic them. So the story goes. But for many agencies, these concerns are outweighed by the […]
Facebook has raised the velvet rope to let more of its real-time bidding partners into the News Feed, and by many accounts the response rates are stunning. But some technical and ad quality issues still need to be ironed out. Beta partner TellApart says click-through rates for Facebook Exchange ads in the News Feed are […]
