Dunkin’ Donuts’ marketing might be known for big awareness campaigns like “America Runs On Dunkin” and “Keep On,” but the brand also breaks down media into smaller, product-specific activations. For instance, when Dunkin’ began serving cold-brew coffee this past summer, it let consumers unlock custom geofilters through a special code on Snapchat. “Coffee is such […]
The cable model may be going online, if last week’s reports around a possible Snapchat licensing model are true. (Snapchat declined to comment.) Publishers would receive a licensing fee for their content on Snapchat Discover, instead of selling ads themselves and taking a share of revenue. By moving to this model, Snapchat would consolidate all its […]
The ability to buy directly from a publisher, both programmatically and through direct integrations, is transforming agency media-buying practices. Premium inventory is going programmatic thanks to private marketplaces (PMPs) and programmatic guaranteed deals. Meanwhile, header technology has reinvented the way buyers connect with some media sellers. These converging trends have empowered more agencies to go […]
By Kelly Liyakasa, Sarah Sluis and Allison Schiff Update: AT&T has reached a deal to acquire Time Warner for $85.4 billion. The move gives the telco some seriously premium media assets, including HBO, Warner Bros., CNN, Turner Broadcasting and DC Comics. Yes, AT&T will own Batman. While the telco got a distribution outlet when it merged with DirecTV […]
This year, Facebook appeared to abandon its plan to develop an ad tech stack to rival Google’s DoubleClick. It shut down its SSP (LiveRail), closed the Facebook Exchange and threw away its DSP before it got off the ground. All that remains is Atlas, a former ad server repurposed as a measurement tool, and the […]
“We need CMOs to turn up the leadership dial,” Association of National Advertisers CEO Bob Liodice told attendees during his opening keynote at the Masters of Marketing conference Thursday. Liodice rattled off a litany of problems familiar to the contemporary marketer, including fraud, viewability, privacy, talent shortages and poor creative, that have withered the effectiveness […]
Adidas-owned Reebok is in a unique position, both as a challenger to Nike and as a target of other challenger sports and apparel brands like Under Armour. As such, it invests heavily and consistently in content – despite its fluctuating ad spend over the years. Because content must generate larger, measurable performance results, Reebok bets the […]
Turner will speak at AdExchanger’s PROGRAMMATIC I/O Conference in New York on Oct. 27. Turner took a bold position when it promised that by 2020 more than 50% of its inventory would be transacted against audience guarantees. Since then, CNN, TNT and TruTV’s parent broadcaster has grown its data management and marketing services business, to […]
Julie Clark will speak at AdExchanger’s PROGRAMMATIC I/O Conference in New York on Oct. 26. Hearst had deployed header bidding for years before it became one of the industry’s hot topics. As a veteran user of header bidding, Hearst focuses on adapting it to make programmatic buying more efficient for marketers and publishers. “The old way would […]
When SAP first dove into ad tech, it was under the guise of a standalone incubator – an “intrapreneurship,” as the company calls it – called SAP Exchange Media (XM). The launch raised questions about where ad tech fit within SAP’s broader stack. SAP’s commerce and marketing prowess has historically fallen under the SAP Hybris portfolio […]
Like the measurement industry it tracks, Forrester’s Cross-Channel Attribution Wave has evolved. Now dubbed the Marketing Measurement and Optimization Solutions Wave, Forrester noted a migration toward more unified measurement in its latest edition, released Tuesday. “Several tried-and-true approaches to measuring marketing effectiveness served their purpose for a long period of time,” said Tina Moffett, a […]
Democrat Karen Jacobs isn’t running any TV ads while campaigning for a state House seat in Texas. Even cheaper regional and local broadcast inventory is expensive because her squiggly district northeast of Dallas – known as one of the nation’s most gerrymandered – must hit multiple markets. The district skews heavily Republican so any TV spending would […]
Cross-device identity match rates have shot up in recent years, but brands and agencies remain skeptical of the results. “We were consistently disappointed with cross-device identity matches,” said David Kohl, CEO of the digital media advisory firm Morgan Digital Ventures. “There’s a gap in understanding of what’s possible between vendors and the buy side, [which […]
On Thursday – amid strengthening rumors of an IPO – Snapchat finally released its anticipated ads API to enable better automation, targeting and measurement. It is running with nine partners. Advertisers can buy Snap Ads – full-screen, sound-on, vertical video ad units – programmatically on the platform. “Advertisers [can now] glean insights and better optimize […]
The Marketing Cloud keynote address at Dreamforce included a phrase never before uttered publicly by a Salesforce exec: “You can’t be a marketing cloud without a DMP.” That was SVP and chief product officer Bryan Wade, speaking to around 3,200 Marketing Cloud partners and clients about Salesforce’s intent to acquire Krux. “Think of us as […]
Now that Salesforce has agreed to buy Krux for an estimated $700 million, which standalone data management platforms are left? And is there still a market for independent DMPs, given the trend toward integrated marketing tech stacks and the high cost of maintaining data infrastructure? To answer those questions, it’s important first to define terms, […]
Forget ecom platform Demandware and data management platform Krux. Investors only want to know why in the world Salesforce CEO Marc Benioff has any interest in Twitter. The pounding Salesforce’s stock has taken since Benioff expressed interest certainly reflects their skepticism. So while the little blue bird hasn’t been an explicit presence in this year’s annual […]
Change isn’t easy. Just ask Farmers Insurance Group CMO Michael Linton and CIO Ron Guerrier. About three or four years ago, the company had a dismal digital presence. Its Net Promoter Score, which ranks customer loyalty from -100 to 100, was in the gutter at -30 and its website bounce rate was about 40%. “Our […]
By Kelly Liyakasa and James Hercher Criteo’s $250 million, all-cash purchase of retail exchange HookLogic on Tuesday was premeditated. Meaning, the two companies already knew of the other’s capabilities – and a marriage felt right for the future of both ecommerce ad tech companies, said Criteo CEO Eric Eichmann. “We’d been talking to HookLogic for almost […]
French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers. The deal, a $250 million all-cash transaction, gives Criteo a brand new set of customers – including CPG advertisers like Clorox and Kraft. HookLogic’s performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product […]
Samsung is quietly briefing agencies and media partners about an addressable TV ad product that uses smart-TV data to target ads across linear broadcasts, according to AdExchanger sources. Samsung’s scale includes 20 million Samsung smart TVs in the US and 50 million globally, and sources say the electronics manufacturer is beginning to activate and monetize […]
Salesforce has shifted back into gear on ad tech M&A after a three-year quiet period. The company will snap up data management platform Krux in a move that could bring its marketing stack into closer parity with its archrival Oracle. The acquisition’s price tag is $700 million, a number that will put smiles on the faces […]
Carat has a leg up on holding companies scrambling to integrate siloed teams. As part of Dentsu Aegis Network, the media agency operates on a shared profit-and-loss (P&L) statement by country across the network. That allows it to pull in specialist media capabilities to better serve its clients, without those teams competing financially. “This idea […]
MDC Partners’ trading desk Varick Media has witnessed an exodus of numerous senior executives on the road to a new organizational hierarchy, first laid out in 2014. Many have recently left the trading desk – or transferred to sister agencies – as the holding company centralized Varick’s operations (and moves to offices housing the agency Assembly by the […]
With Omar Tawakol departing as head of Oracle Data Cloud, Eric Roza, who served as the unit’s co-SVP after Oracle acquired his company Datalogix, will become GM. Roza had previously focused on Data Cloud’s go-to-market strategy and will now oversee product, engineering, operations and data science. But he’s also shepherding Data Cloud through a philosophical […]
By Kelly Liyakasa and Alison Weissbrot Agencies are becoming more consultative. Consultants are buying creative agencies. And systems integrators are dabbling in client strategy. “Everyone talks about online vs. offline media or creative vs. media, but when a marketer wants to change the consumer journey, we’re talking new operating models and governance,” said Glen Hartman, […]
Times Square was abuzz this week with talk of the elusive “agency of the future.” “Agencies will need to be far more empathic, far nimbler and more agile,” said Paul Gunning, CEO of DDB Chicago, on Tuesday at Advertising Week in New York City. “The holding company getting rid of silos is the foundation of […]
Facebook is being raked over the coals about measurement at Advertising Week in New York City. For the last two years, Facebook was only counting videos that were seen for three seconds or more, resulting in exaggerated reported average view times. The heat was so great that Carolyn Everson, Facebook’s VP for global marketing solutions, […]
A growing number of political ad tech and data analytics companies are pitching their services to brands and agencies. It’s been a challenging election cycle for political technology firms, which have been fending off agnostic companies that see tech as fundamentally more important than partisan affiliation. These newcomers have successfully pried open budgets that were […]
Demandware has officially ascended into the clouds. The ecommerce platform that Salesforce bought for $2.8 billion in June became Commerce Cloud Tuesday, and will gradually retire the Demandware brand. Next step: integration. While that process won’t be entirely onerous – Demandware and Salesforce Marketing Cloud clients have “significant overlap,” said Commerce Cloud marketing SVP Elana Anderson – there […]
