Adobe has rolled out an Advertising Cloud, a merger between its Adobe Media Optimizer products and the acquisition of video DSP TubeMogul, the company revealed Tuesday at the Adobe Summit in Las Vegas. Adobe Media Optimizer previously was housed under the Adobe Marketing Cloud and consisted mostly of search, dynamic creative and somewhat limited display […]
by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher, Kelly Liyakasa and Ryan Joe Programmatic advertising comes in many flavors. A handful of brands load up to take their buying fully in-house. Many give their agency partners carte blanche. Other brands take ownership of the tech contracts and segmentation, while letting their agencies pull the […]
Unlike in digital, where marketers can buy across multiple publishers, TV planning is largely limited to a single broadcaster’s inventory. Fox, Turner and Viacom have jointly formed an advanced audience platform called OpenAP, which will roll out to media agencies and advertisers in early April, to try to solve that challenge. While each network has […]
Havas Media is going through a brain change thanks to IBM and Watson developer Equals 3. While Havas’s relationship with IBM goes back for decades, it was mostly on the creative side. But Havas Media has over the past year been installing and training a Watson-powered artificial intelligence (AI) solution – in the form of […]
Rubicon Project founder Frank Addante has stepped down as CEO. Former AdMeld and Millennial Media chief Michael Barrett is Rubicon’s new CEO, effective immediately. Addante will switch to a strategic and advisory role as chairman of Rubicon’s board. Barrett has a history of turning companies around and getting them sold. As CEO of Millennial Media, he took a company […]
The fallout from the Federal Trade Commission’s (FTC) litigation against smart TV manufacturer Vizio for “unfair and deceptive data-collection” practices didn’t end with its $2.2 million settlement in February. Separately, Vizio is also embroiled in a class-action lawsuit that industry insiders predict is far from over. These allegations stem from claims the smart TV manufacturer […]
Welcome to episode No. 17 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Ari Paparo is a unique figure in digital advertising. One of the legions who came up through DoubleClick, he later held senior roles at Google, AppNexus, Nielsen (he is a patent holder on Nielsen’s Digital Ad Ratings product) and Bazaarvoice […]
Consumer packaged goods brands like Campbell’s Soup are the epitome of content and commerce. The company ladles up recipes and cooking tips through an online community, app and email newsletter called Campbell’s Kitchen. But socially distributed content increasingly is its main ingredient for success. To boost content engagement across its owned-and-operated site and social channels, […]
In the months leading up to and following the US presidential election, publishers with right-wing and occasionally extremist views, such as Breitbart and InfoWars, have joined stalwarts like the Drudge Report and Newsmax on the Republican right. In spite of their growing audiences, monetization can be tough for these challengers. Some brands have stayed away, […]
This is the first story in a trilogy on how artificial intelligence is affecting the work agencies do. The next installments will publish on Wednesday and Friday. Xaxis, a partner of dynamic creative platform Jivox, is leveraging the latter company’s newest product, released on Monday: an AI-based dynamic creative content recommendation engine. Xaxis will layer […]
Think of IBM and you’re likely imagining heavy technologies managed by an expensive services division. But IBM Chief Digital Officer Bob Lord emphasizes that’s the old company. He’s here to help IBM reinvent itself and, most importantly, its way of doing business. “What I’ve loved doing throughout my career is helping a company pivot,” Lord […]
Welcome to episode No. 16 of AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. The mainstreaming of programmatic has forced marketers to get serious about quality – both the quality of overall customer experience and individual ad impressions. In a recent report, Forrester Research said this issue could lead marketers to scale back on […]
What works better for publishers: Snapchat or Instagram Stories? Both platforms are quickly gaining ground as ways for publishers to distribute their content to wider audiences. Snapchat made its public offering Thursday, and Instagram Stories launched last year with a competitive, video-focused offering. While each platform claims more than 150 million daily users, Snapchat and […]
Speaking Thursday at the ANA Media Conference, Procter & Gamble Chief Brand Officer Marc Pritchard was pleased that Facebook and Google had agreed to independent MRC audits, but he emphasized that the audits are only the first steps toward improving the media supply chain. “It’s not enough to accept [audit pledges] until the audits are […]
NBC is putting its money where its mouth is. The broadcaster on Thursday revealed it would commit to sell $1 billion in targeted media based on audience guarantees in time for the 2017-2018 upfront. Although that figure only represents about 17% of the estimated $6 billion NBC transacted through advance commitments last year, it’s […]
Snap Inc. is expected to go public on Thursday, leaving many to wonder how the most anticipated tech IPO since Facebook will be treated by investors on Wall Street. While Snap described itself as a camera company during its roadshow, investors know that its success hinges on its ability to monetize successfully as an ad […]
Spanish-language broadcaster Univision’s media sales arm has been busy the past six months. In addition to packaging Univision Digital inventory more holistically with sister portfolio properties like The Root, Fusion and The Onion, Univision has tweaked its programmatic stack on the back end. That overhaul is one of the agenda items for Dave Katz, who joined Univision […]
Marla Kaplowitz, named president and CEO of the American Association of Advertising Agencies (4As) on Friday, has made mending fences with the Association of National Advertisers (ANA) a top priority. Addressing the rift between the two organizations – and, more broadly, between marketers and agencies themselves – over agency transparency has “got to happen this […]
Gracenote on Thursday rolled out its first update under new owner Nielsen, which bought it for $560 million in December. The offering is an entertainment database that combines its video, music and sports metadata offerings. The company is betting metadata will play a larger part in media monetization. Gracenote tags the programming content it tracks […]
Pandora’s audio ads are about to get personal. The streaming giant partnered with UK-based dynamic audio creative vendor A Million Ads on Thursday to bring tailored creative and sequential messaging to audio ads in-stream. The capability will launch this year in beta, but Pandora did not state specifically when. Pandora will leverage A Million Ads’ […]
Another independent demand-side platform (DSP) has found its big enterprise home. Amobee, a digital marketing firm owned by Singaporean telco Singtel, has agreed to buy Turn at a $310 million value. Read the release. Stakeholders expect the acquisition to close within 45 days. Amobee, known for its mobile capabilities, had worked with numerous buying platforms before, said […]
Nielsen Catalina Solutions’ (NCS) original value prop focused on connecting media consumption with in-store sales for CPG brands. But in the past two years, NCS has moved beyond attribution and into building programmatic audience segments. Programmatic targeting is already almost 25% of NCS’ business, with a revenue goal this year between $20 million and $25 […]
The Media Rating Council (MRC) will audit YouTube’s third-party measurement partners, Moat, Integral Ad Science and DoubleVerify, Google revealed Tuesday in a blog post. While the MRC has audited several parts of Google’s ad-serving and search functions for years, YouTube wasn’t historically included, said George Ivie, the council’s CEO: “This will be a first-time audit […]
Acquisitions and more mature integrations led Oracle, Adobe and Salesforce to separate sharply from their peers in Gartner’s third Digital Marketing Hub Magic Quadrant, released late Wednesday. Of course, it’s questionable whether ad tech vendors, such as DataXu or Cxense, really qualify as “peers,” but Gartner has had a unique, if controversial, way of assessing […]
Simulmedia has sweetened its targeting capabilities for TV buyers. Through a strategic deal with consumer market research and retail analytics firm IRI, revealed Wednesday, marketers can now target their linear TV ads based on predictive purchase segments called IRI ProScores. These segments determine consumers’ likelihood to purchase based on different propensities. This is the first […]
Billboards are lighting up with the promise of programmatic. Out-of-home (OOH) is projected to grow almost 12% in spend by 2020 – faster than any other traditional media – thanks to opportunities in digital, according to the Outdoor Advertising Association of America. Digital OOH accounted for $2.7 billion in ad spend in the US […]
The ad tech ecosystem keeps Jessica Rich up at night. “The current models just aren’t working,” said Rich, who until recently sat on the front lines of advertising regulation and enforcement as director of the Federal Trade Commission’s Bureau of Consumer Protection. Rich resigned her post last week after a 26-year career at the commission […]
Conagra, which owns brands like Chef Boyardee and Orville Redenbacher’s, is no newbie at negotiating for better ad quality. In 2014, it started using comScore’s digital ad effectiveness tools to negotiate delivery guarantees with publishers to ensure display inventory was in view and seen by humans. But ConAgra wants both publishers and advertisers to work […]
Publicis will write down its digital arm, Publicis.Sapient, by roughly $1.5 billion – almost half of its initial valuation – the company told investors during its earnings call Thursday. Sapient, for which Publicis paid $3.7 billion in 2014 to expand its digital assets, has become a drag on the overall business. While Sapient grew 7% […]
Veteran Tremor Video CEO Bill Day has resigned, effective immediately, and will serve as a special adviser to the company through June. Paul Caine, the non-executive board chairman for Tremor since 2014 and former Bloomberg Media CRO, will step in as interim CEO and lead the search for a permanent replacement, the company said Thursday. […]
