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»mdc partners

Can The Opt-Out Move More Ad Budgets To OTT? Videology And Tru Optik Bet It Will

Ad buyers decry the absence of addressability in OTT inventory, which they claim lacks the targeting and measurement capabilities to which digital buyers are accustomed. But an integration between Videology’s cross-screen video platform and Tru Optik’s CTV device graph, revealed Wednesday, aims to bring more addressability to OTT advertisers – at scale. Previously, Videology would target... Continue reading »
by Kelly Liyakasa // August 2nd, 2017 //
»
Ad Break Evolution: Assembly Partners With Fox’s True[X]

MDC Partners’ media agency, Assembly, has forged a strategic deal with Fox’s true[X], whose products give consumers options in their video ad breaks. The deal also gives true[X] more access to Assembly’s brand roster, like Hotels.com. Assembly and true[X] extended their partnership after collaborating on engagement-based ads for clients like the anti-tobacco nonprofit Truth. While... Continue reading »
by Kelly Liyakasa // April 11th, 2017 //
»
Senior Execs Exit Varick Media Amid MDC Media Partners Transition

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... Continue reading »
by Kelly Liyakasa // September 30th, 2016 //
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Varick Releases 'Alveo' For Agnostic Campaign Management

Varick Media Management, agency holding group MDC Partners’ audience and media-buying arm, has released Alveo – a planning, buying and reporting platform. Operating originally as more of an internal trading desk, Alveo can now be used by Varick’s clients to manage and visualize data as well as access reports across multiple campaigns. Alveo is available... Continue reading »
by Kelly Liyakasa // October 13th, 2015 //
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MDC Partners Debuts Antidote 360 To Cure Health Care Marketing Headaches

The health care system is evolving due to the Affordable Care Act (ACA), which is why MDC Partners introduced a dedicated agency catering to the vertical: Antidote 360. “Health care is moving from a medicinal mindset to a lifestyle mindset,” said Antidote 360 co-founder Jennifer Deutsch, who is also the EVP and general manager of MDC agency... Continue reading »
by Liz Rowley // July 10th, 2015 //
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With AOL, Verizon Finally Gets Expertise In Mobile Video Advertising

Mobile is big and video is big – and putting the two together presents a gargantuan advertising opportunity that Verizon will be primed to capture if it closes on AOL. “Verizon has been trying to figure out how to grab a bigger share of the ad tech pie, so the move makes sense strategically on... Continue reading »
by Liz Rowley // May 12th, 2015 //
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Navigating Programmatic TV Terrain, Trading Desk Style

Although programmatic TV executions are far from “real-time,” agencies and some of the digital DSPs have made headway as suppliers open up greater access to inventory (at least on the local-market level). MDC Partners’ Varick Media Management is one of them. The company claims it buys programmatically now across seven different channels, including TV. One... Continue reading »
by Kelly Liyakasa // March 27th, 2015 //
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MDC Partners Reports Solid Q4 And Year End Results, Carried By Client Wins

MDC Partners had a record-high number of client wins in 2014, includeing Diageo's Johnnie Walker, Unilever’s Magnum Ice Cream and InBev’s Corona in Brazil. As a result, its Q4 revenue increased 17.5% YoY (from $289.2 million to $339.9 million). Organic revenue also increased $12.5%, with new business wins totaling $56.7 million. FY 2014 revenue increased... Continue reading »
by Liz Rowley // February 23rd, 2015 //
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MDC Partners Assembles 'Real-Time' Tech For Dynamic Creative

Tech and media agency Assembly, which originated last March when MDC Partners combined multiple agency assets into a single unit, has added digital video into its Dynamic Creative Versioning tool mix. “We’ve developed a technology that allows us, in real time, to test, learn and reapply content,” said Martin Cass, CEO of Assembly and former... Continue reading »
by Kelly Liyakasa // November 17th, 2014 //
»
Q1 Roundup: Digital Media Strength Propels Agencies

With the Omnicom-Publicis merger now in some doubt, WPP Group retains a glimmer of hope that it could remain the world's largest agency holding company past the third quarter. In its Q1 earnings report Friday, WPP listed media investment – represented by its GroupM network and the Xaxis ad tech unit – as among its... Continue reading »
by Zach Rodgers // April 25th, 2014 //
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