LiveRamp earned $102 million in Q4 2019, a 28% YOY increase, the company said in its quarterly earnings report on Wednesday. That’s healthy year-over-year growth, though LiveRamp’s guidance is for revenue acceleration this year of 32% to 33%. Two incoming changes to the digital media ecosystem will have a “seismic impact” on data and advertising […]
Facebook said Wednesday it will nix mobile web publishers from Audience Network in order to exclusively focus on apps. Beginning on April 11, Audience Network will no longer fill any ad requests to web and in-stream placements. Facebook warned that campaign performance may fluctuate during the phase-out period. Read Facebook’s post on the change here. […]
Your experience scrolling your social media feed will be very different from your friend’s. But when you go into a retail store, you’ll have the same experience as everyone else who steps in. So while digital-first companies like Amazon and eBay are built to create personalized experiences, brick-and-mortar retailers are not, said Liad Agmon, founder […]
As the mobile app space matures and consolidates, one of its early entrants is floundering. Smaato just appointed its fourth CEO in a year after laying off 10% of its staff. Total headcount is down 20% from the beginning of last year, with the mobile exchange going from 240 to 190 employees. Ajitpal Pannu, who […]
A 30-second Super Bowl spot costs $5 million, and could be seen by 100 million live viewers. Depending on your perspective, it could be either the greatest opportunity or the biggest waste of the year. We know one brand’s perspective, at least. PepsiCo, a long-time Super Bowl partner, is back in force this year with […]
Walmart Media Group (WMG), the retailer’s advertising business, is running a bake-off between Xandr and The Trade Desk to be its DSP partner for off-site advertising. Xandr and The Trade Desk each supported sponsored product campaigns for Walmart in Q4 last year, with the goal to drive site traffic at the lowest cost per click […]
Amazon’s advertising business grew by about 40% year over year, in line with the annual growth of the overall “Other” segment, CFO Brian Olsavsky told investors during the company’s Q4 and year end 2019 earnings call Thursday. Advertising revenue is still a drop in the bucket compared to the $280.5 billion the entire company brought […]
The marketing industry loves to highlight case studies of success. But it’s possible to learn just as much if not more from failure. Marketing Fail is a new series from AdExchanger exploring the mistakes, missteps, gaffes and in some cases downright bad behavior of the marketing industry. This is the first installment. What must’ve seemed […]
Netflix’s future is bleak – and not just because of the onslaught of competition in 2020. The particular players and how they’re going to market are also problematic for the streaming giant. Netflix’s single revenue stream is about to enter a price war, noted Laura Martin, senior analyst at the investment bank Needham and Company, […]
As Google’s new data privacy policies roil the industry, the company’s ad tech and ad network businesses appear to be more open to industry collaboration in response. For instance, Google is coming around to some industry initiatives where it’s been a notable holdout. In spring of 2020, Google will implement Sellers.json, an IAB Tech Lab-backed […]
Ad tech expertise is increasingly finding its way out of the advertising industry and into seemingly unrelated verticals. The most recent example is Petabyte, a veterinarian and pet industry technology company that launched last month. The company’s initial product is a vet clinic management solution called Rhapsody. Petabyte CEO Michael Hyman and President Tim Mahlman […]
Rob Tarkoff, EVP, Oracle CX and Data Cloud, will speak at AdExchanger’s upcoming Industry Preview conference in New York on Jan. 28-29, 2020. Oracle’s data division has had a tumultuous year. Eric Roza, Oracle Data Cloud chief, left last April, and was replaced by Rob Tarkoff, who ran the customer experience (CX) cloud unit. The data […]
Seriously, folks, Netflix has no intention of monetizing with ads, ever. Netflix CEO Reed Hastings even referred to advertising as a form of exploitation on the company’s full year 2019 earnings call on Tuesday. “We want to be the safe respite where you can explore, you can get stimulated, have fun and enjoy – and […]
DoubleVerify introduced a certification program on Tuesday to detect CTV fraud and invalid traffic. The exploding prices of streaming impressions have been a beacon for fraud, said Roy Rosenfeld, SVP of product management and head of DoubleVerify’s Fraud Lab. “And there’s an opportunity for fraudsters because CTV as a medium and how ads are delivered […]
Google GM and VP of apps, video and display Sissie Hsiao will speak at AdExchanger’s upcoming Industry Preview conference in New York on Jan. 28-29, 2020. Google is known for making methodical changes with long roll-out periods. But Sissie Hsiao, who became general manager and VP of Google’s advertising business across apps, video and display in […]
By 2022, third-party cookies will be obsolete in Chrome. But there’s a more pressing deadline looming that advertisers need to prepare for: SameSite. Beginning on Feb. 4, Chrome will stop supporting cross-site third-party cookie sharing by default. Third-party cookies that aren’t secure – as in, accessed over HTTPS – and also properly labeled using the […]
WPP CEO Mark Read will speak at AdExchanger’s upcoming Industry Preview conference in New York on Jan. 28-29, 2020. WPP CEO Mark Read has worked to make the holding company faster, simpler and more collaborative. Since taking on the top role a little over a year ago, Read reshaped the world’s largest holding company, notably folding […]
Ad buyers aren’t thrilled about Google Chrome’s decision to phase out third-party cookies, but they’re thankful it’ll take about two years; Safari and Firefox didn’t extend such a courtesy. During that time, most buyers intend to rebuild their targeting and measurement strategies. But Google’s proposed Privacy Sandbox solution is still too theoretical for there to […]
With Chrome bidding farewell to third-party cookies, publishers predict a steep rise in use – and value – of their first-party data. Media companies with their own audiences and direct-to-consumer relationships expect power to accrue to them. And many publishers already have a head start. With Apple’s Safari browser blocking cookies for about 30% of […]
Google plans to phase out third-party cookies by 2022. What will replace them? The answer lies in Google’s Privacy Sandbox, a proposed set of web standards designed to protect privacy while still giving advertisers the ability to target and measure campaigns. In other words, the standards are web browser APIs that will eventually serve as […]
Third-party cookies – the backbone of programmatic advertising – are not long for this world. Google’s Chrome browser will phase them out in two years, according to a Tuesday blog post. Google Chrome is betting that its Privacy Sandbox – the privacy-preserving API first unveiled in August – will over the next two years build […]
Brands are eager to onboard and match data sets, but don’t want first-party data to leave their own systems. They want user-level targeting, without the risk in trafficking actual consumer data. Zeotap and InfoSum are tackling this data paradox with an onboarding partnership, announced on Monday, that allows marketers and agencies to sync data from […]
If there’s one thing that gets Martin Sorrell’s goat, it’s the accusation that he doesn’t care about creativity. “People say I’m a bean counter or an accountant, and I don’t mind that, they’re just having a dig,” said Sorrell, executive chairman of S4 Capital, the digital-focused holding company upstart he founded on his exit from […]
When Nielsen CEO David Kenny stepped into the top role at the end of 2018, the company was embattled on multiple fronts. Viewers were shifting to streaming TV, which Nielsen struggled to measure. Nielsen’s media customers, frustrated with the company’s slow pace of innovation, started moving away from its measurement services. NBCUniversal, for example, spearheaded […]
When it comes to data, IPG CEO Michael Roth has said in the past: “Why buy it when you can rent it?” But that thinking changed last year when Acxiom went up for sale. When IPG bought Acxiom, it was able to build new offerings around first-party data management. In October IPG launched Kinesso, a […]
S4 Capital, Martin Sorrell’s scrappy new holding company, acquired Mexico City-based multicultural digital content agency, Circus Marketing, on Wednesday – its 11th deal in just over a year. Here’s why: an expanded footprint, more capacity in existing markets and data, data, data. “It’s a smart deal that makes sense for their strategy,” said Jay Pattisall, a […]
Facebook clarified its political advertising policy on Thursday. And the update is: No update. Facebook has been at the center of a PR and policy firestorm over its political advertising policies since October, when President Trump’s reelection campaign ran an ad featuring a lie about Joe Biden and his son, Hunter Biden. At the same […]
It’s easy for a major advertiser like Allstate Insurance to pay up for a mega athlete like Aaron Rodgers. But if you’re a smaller brand, such as the shoe manufacturer Sperry, it can be difficult to find the right athletes who won’t break your budget, but who still have the cachet to boost your brand. […]
The women’s lifestyle media company Meredith is advancing its commerce strategy another step with the acquisition of SwearBy, an affiliate marketing platform used by women to save and recommend products. The deal, which will be announced Thursday morning at CES, is Meredith’s second affiliate-focused acquisition in the past year, following its purchase of Linfield Media, […]
LiveRamp is distancing itself from location data. AdExchanger has learned that in Q4 2019, the onboarder offloaded the location data-related portion of the business it got along with its 2016 acquisition of Arbor. Cuebiq, a location-intelligence company, bought the assets. LiveRamp is keeping the rest of the Arbor business, which includes technology to connect first-party […]
