A week after teaming up with Google, comScore unveiled Tuesday three new partnerships with data brokers Acxiom and Epsilon and digital media company Batanga Media. While comScore’s collaboration with Google involved adding real-time metrics to its validated Campaign Essentials (vCE) platform via Google’s DoubleClick platform, comScore intends for its latest partnerships to expand its data […]
Three years ago, eBay rebooted its advertising business after stepping back from a five-year alliance with Yahoo, initially established as a way to offset Google’s growing influence online. “[2011 was] the year we formed a partnership with Triad Retail Media and, earlier that year, we bought WHERE Ads, which became the PayPal Media Network,” said […]
Although the jury is out whether consumers will completely cut the cord on traditional TV consumption and migrate en masse to Web streaming, publishers are preparing for the cross-platform possibilities presented by shifting viewer habits. “We’re moving toward consistent measurement,” commented Sarah Baehr, SVP of digital for independent media buying agency Carat, citing the cross-platform […]
Google is injecting real-time metrics into its DoubleClick ad business via a partnership with comScore, the Mountain View, Calif., company said Tuesday. On day two of the IAB’s Annual Leadership Meeting, Neal Mohan, Google’s VP of display advertising, outlined the challenges marketers face in measuring the results of digital ad campaigns. “Existing frameworks don’t do a […]
As Google continues to expand its efforts in search, display, video and mobile, and address consumers across digital marketing channels, the company has obvious aspirations to become a more holistic solution for marketers. The seeds of Google’s marketing – not just advertising – plans could be linked even to the name of its platform: the DoubleClick Digital […]
Google’s shift of ads and commerce chief Susan Wojcicki Wednesday to SVP of YouTube, which has 20.5% stake in the US video ad market, and which eMarketer estimated had $5.6 billion in gross ad revenue last year, comes at a critical time for the online video platform. With Wojcicki’s appointment, Salar Kamangar, SVP of YouTube […]
Although national automotive ad budgets are often planned three years in advance, the successes in digital media and marketing on local campaigns have brand managers rethinking those appropriations more frequently. Such was the case with Toyota’s Scion line, a brand designed for younger auto buyers. “Come March, we will likely have discussions as for how […]
Video syndication firm News Distribution Network (NDN) has migrated to Google’s DoubleClick for Publishers (DFP) ad server and will offer some video inventory through the DoubleClick Ad Exchange. The deal is noteworthy because it suggests Google is making some progress in diversifying its video supply beyond YouTube. Google, through a spokesperson, declined to comment specifically […]
The ability to connect consumers across devices represents a small but increasingly viable portion of marketers’ campaign strategies. During day one of AdExchanger’s Industry Preview 2014, several CEOs and marketing execs commented on the growing use of cross-device recognition technology as a marketing tool. According to AOL CEO Bob Lord, 45% of his clients’ display […]
The advertiser imperative is simple: send the right message to the right user at the right time. The growth of the connected car has presented even more opportunities for brands to reach consumers in a context-specific environment and some service providers have risen to the challenge, like online radio company Pandora, which just began rolling […]
Although Amazon and eBay are retail marketplace giants, the companies supply data and sell media placements in very different ways. These differences, reflected in their respective digital go-to-market strategies, trace back to each company’s origin. EBay’s roots in auction-based, consumer-to-consumer (C2C) business give marketers and advertisers a much different value proposition than Amazon’s original B2C […]
Yahoo is making an unspecified portion of its reserved inventory available to demand-side platforms (DSPs), months after display rivals like AOL pledged to put its guaranteed placements on exchanges. Read the release. When Yahoo acquired ad exchange pioneer Right Media six years ago for $680 million, the portal was seen as taking steps far beyond […]
After General Motors yanked all its paid media spend from Facebook in mid-2012, GM’s chief marketing officer at the time, Joel Ewanick, suggested in a Wall Street Journal interview that Facebook is simply not a great place to advertise cars. But GM eventually returned and Facebook has since doubled down on the auto category. In […]
Google has agreed to pay $17 million to settle charges it dropped cookies on Safari Web browsers in defiance of the browser’s privacy settings. According to the settlement, from mid-2011 to early 2012, Google rejiggered DoubleClick coding to get around Apple’s default blocking of third-party cookies in Safari. When the charges were first publicized last […]
Online ad creativity – or the perceived lack thereof – is one area that brands, agencies and publishers frequently complain about. But the fixes tend to involve vague plans about working with Adobe or Google to develop cross-screen creative. Flite, the Condé Nast-backed ad platform developer, has released a free, browser-based software called Design Studio, […]
Google’s product listing ads (PLAs) have positioned it for a strong holiday season, possibly at the expense of Amazon. Based on data compiled in the third quarter, search and digital marketing agency RKG found that among 500 online retail clients, Google search spending increased 18% year over year. In Q3 alone, Google PLAs drove 35% […]
Location-based startups that allow advertisers to personalize their offers and provide other customized services are quickly becoming a highly lucrative space. Google recently bought Waze, the geography-based navigation application, for approximately $1 billion and Foursquare is exploring an IPO. Panelists Matt Turck, managing director of First Mark Capital, and Ben Siscovick, a former partner of […]
Google and Publicis Groupe’s MediaVest have signed an upfront agreement, with the media agency committing to spend a “significant amount” of ad dollars on YouTube and Google’s other display and mobile properties, including its ad networks. The deal is “open-ended” and simply involves the promise of spending a set amount in advance, perhaps up to […]
Facebook’s barricade against Google held up a long time, but the wall had to fall: Google wanted the audience, marketers wanted the interoperability and Facebook wanted the demand. As we reported Friday, after giving Google the cold shoulder for more than a year, Facebook has decided to let DoubleClick Bid Manager bring its buying clout […]
Amazon, the ever-silent commerce stalwart, may be next in line to join the Facebook Exchange party, according to AdExchanger sources. Today, Facebook finally granted (long-awaited?) access to Google’s demand-side platform, DoubleClick Bid Manager, to enable DoubleClick advertisers to dish up retargeted ads on the social network through integration to FBX. A number of DSP partners like […]
More than a year after Facebook opened its exchange, Google is finally being integrated into the retargeting service through its demand side platform, DoubleClick Bid Manager (fka Invite Media), the company said in a blog post. The integration comes a day after Google posted Q3 earnings that demonstrated the slowing of its paid click growth […]
Google turned in another reliably strong quarter in Q3, as revenues were up 12% over the previous year. But despite its status as a display ad leader battling it out with Facebook for dominance of the space, network revenues made up a smaller share of the search giant’s total sales. Read the earnings release. The […]
Chinese search engine Baidu is one of Google’s biggest competitors. The company recently bought China’s largest Android app distributor, 91 Wireless, for $1.9 billion and launched its own smart TV. And it is reportedly developing a wearable computing product, a la Google Glass. Baidu reported $1.2 billion in revenues for this year’s second quarter, representing […]
Video is a big part of the programmatic ad discussion taking place at New York’s Advertising Week. A recent look at the landscape by Jeffries & Co. finds that early players like Tremor and YuMe have certain advantages in the short term. But the time is nearing when the majority of video advertising will be […]
To Qubit, a London-based company founded by four former Googlers, proper optimization of Web technology deployments plays a critical role in the effectiveness of commerce experiences and online advertising. A range of publishers like the BBC and retail brands like Pandora rely on Qubit’s enterprise tag management product Opentag for digital marketing and other forms […]
Close to a year after Google evolved its product search to a paid model under the auspices of Google Shopping, new data suggests the imagecentric ads are strongly outperforming standard text ads in retail advertising. According to Marin Software‘s sampling of global advertisers and agencies that spend more than $100,000 on paid search per month, […]
Google’s launch Tuesday of Data-Driven Attribution for Google Analytics Premium users left some questions on the table, including how pertinent offline data would be to the product, where “earned” media fits into the mix and what implications there are for “non-Google” marketers and the entire attribution ecosystem. Forrester Research, which released a Forrester Wave Report […]
Google is ramping up its focus on online gaming by bringing its video ad-skipping tool TrueView to the space. In doing so, Google is making good on a promise Susan Wojcicki, SVP of advertising, made back in February at the IAB Annual Meeting to expand the use of TrueView, which the company sees as a […]
Groupon’s launch today of a global affiliate marketing Groupon Partner Network (GPN) illustrates the company’s plans to own a lion’s share of the local ad market. It also puts more distance between Groupon and its daily deals heritage. The Partner Network is part of Groupon’s goal “to provide a comprehensive, effective and large-scale marketing platform for […]
A new Google patent for a wearable “gaze tracking” technology (US patent #8,510,166) has fantastical implications for how advertising could evolve in a world full of head-mounted interfaces such as, oh, Google Glass. The possibilities include far-out concepts such as billboard viewability reporting and “pay-per-gaze” billing for ads. In its patent claim, Google describes a […]
