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»icrossing

The Adventurous Life Of ICrossing’s Amanda Betsold

Outside of the office, Amanda Betsold may be found running in an Ironman competition, scuba diving with leopard seals in Antarctica or attempting to climb the seven summits. “I never choose the safe bet,” said Betsold, a programmatic lead at iCrossing. “If I’m going to put effort into something, I want to make it worth... Continue reading »
by Alison Weissbrot // May 6th, 2019 //
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Performance Agencies Take On Big Brands As Measurement Moves Up The Funnel

Performance agencies are expanding their relationships with big brands as they move more budget to digital and the upper funnel becomes more measurable. “Everything has become performance,” said Michael Kahn, CEO of Performics, Publicis Media’s performance agency and specialty practice. “Clients need to know that a brand-building effort led to a revenue outcome as well.”... Continue reading »
by Alison Weissbrot // July 19th, 2017 //
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The Little Black Book Of Publisher-Owned Agencies

Major publishers like Hearst, Vice, Time Inc., The New York Times and Meredith have either built or acquired agency capabilities and content studios over the past few years to create synergies between their content and the brands that monetize it. Being owned by a publisher allows digital agencies to tap editorial expertise for engaging creative... Continue reading »
by Alison Weissbrot // May 30th, 2017 //
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Snap-Back: Agencies Still Upbeat After Q1 Letdown

Snapchat may have disappointed investors in its first-ever earnings disclosure on Wednesday, but agencies aren't ready to bail just yet. Snap missed the mark on both user and revenue growth as it continued to fend off relentless copycatting from Facebook and Instagram. But because the platform pulls in the highest engagement rates among millennials, it’s... Continue reading »
by Alison Weissbrot // May 12th, 2017 //
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iCrossing President On Voice Search: 'I Don’t Even Think Google Knows How It Will Develop'

Since iCrossing entered the market as a search agency in 1998, digital spend has expanded to social, display and mobile, all of which are table stakes. As a result, iCrossing expanded into a full-service agency, eventually getting acquired by Hearst in 2010. Since then, it’s snagged AOR accounts for clients like Bayer, Church and Dwight and... Continue reading »
by Alison Weissbrot // February 10th, 2017 //
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iCrossing Tries A New Omnichannel Approach To Media

Clients want their agencies to operate in fluid, multidisciplinary teams. That’s hard to achieve for larger holding companies traditionally siloed into distinct arms. Disparate units working toward internal goals often find themselves competing instead of collaborating to meet client KPIs. Hearst-owned marketing agency iCrossing is challenging this model with a new structure that promotes omnichannel... Continue reading »
by Alison Weissbrot // May 11th, 2016 //
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Agency And Ad Tech Expertise Create A New Breed Of Marketing Talent

A handful of ad tech employees who started out at agencies are now returning to senior-level agency roles. And they’re bringing a particularly valuable blend of skills with them. According to Accuen CEO Megan Pagliuca, that initial agency experience is key. “There’s a big con of hiring people from ad tech [without an agency background]... Continue reading »
by Alison Weissbrot // March 17th, 2016 //
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Hearst’s ICrossing Brings Kenshoo Into The Fold – But Don’t Say It’s Giving Up On Its Own Tech

ICrossing, a digital marketing agency owned by publishing giant Hearst, unveiled Wednesday the beginning phases of a long-term partnership with marketing software provider Kenshoo. ICrossing will integrate its Connected Marketing Platform (CMP) with Kenshoo’s tools that automate and add intelligence to bids in paid search campaigns. The ability to automate campaign functions is a key... Continue reading »
by Ryan Joe // September 10th, 2014 //
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iCrossing DMP Red Aril Becomes 'Core Audience'; Q&A With New CEO Adam Lavelle

iCrossing has rebranded its Red Aril DMP, which is positioned to serve the data management needs of brands, as Core Audience. It has also named Adam Lavelle as CEO of the unit and Peter Randazzo, an AdExchanger columnist, as president. (Both men have separate roles at iCrossing, Lavelle as chief strategy officer and Randazzo as... Continue reading »
by Zach Rodgers // June 25th, 2012 //
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To Prevent Data Leakage, Embrace 'TANSTAAFL'

"Ad Agents" is a column written by the agency-side of the digital media community. Peter Randazzo is Chief Technology Officer of iCrossing, a global, digital marketing agency The above headline contains an acronym long enough to strain its credibility as a time saver. TANSTAAFL stands for "There ain't no such thing as a free lunch",... Continue reading »
by AdExchanger // May 31st, 2012 //
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