More than a decade ago, a tiny group of vendors emerged to help answer a single marketer question: Did my ad run when and where the publisher promised? Since then the verification category has steadily expanded into adjacent areas. Was my ad viewable by the end user? Was it served to a live human? And […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. FTC You Next Time The FTC had its Facebook antitrust case dismissed, and recently refiled a new suit. The issue is if Facebook’s competition includes YouTube, Snap, Pinterest, TikTok, LinkedIn, Reddit, Twitter, Spotify, Hulu and Netflix, then it’s hardly a monopolized market. The FTC’s […]
The Media Rating Council stripped Nielsen of its National TV ratings accreditation Wednesday and formally denied its request for a hiatus after the measurement giant underreported viewers during the pandemic. Nielsen asked the MRC last month to put its accreditation on hold in order to address issues with its panels and focus on the development […]
Ad verification and measurement provider DoubleVerify is set to acquire Berlin-based ad tech company Meetrics, a deal that will help fuel the newly minted public company’s global expansion. The all-cash purchase is expected to close in the third quarter of 2021. DoubleVerify CEO Mark Zagorski declined to disclose the sale price. Meetrics was founded in […]
The “big two” in brand safety both went public this year. Over the next two weeks, AdExchanger will publish podcast interviews with both companies’ CEOs: Lisa Utzschneider of Integral Ad Science and Mark Zagorski of DoubleVerify. Utzschneider is up first. We kick off with a discussion of IAS’s acquisition of Publica, an ad server and […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Under Pressure NBCUniversal is turning the screws on Nielsen as the MRC considers stripping its National TV rating. Nielsen has long dominated TV ratings but is under fire for underreporting viewers and missing visibility into streaming, mobile and desktop. The Olympics on NBC underwhelmed […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is by Trevor Testwuide, CEO and Co-Founder, Measured. With less customer tracking and online data collection, advertisers are rethinking their ad targeting and attribution methods. The time has come to revisit a measurement approach […]
Erik Huberman, CEO and founder of marketing consultancy Hawke Media, has some pretty strong – if not outright harsh – words for most media agencies out there: “They’re full of [expletive].” Before founding the Los Angeles-based company in 2014, Huberman launched and sold two commerce companies – Swag of the Month and Ellie – and […]
TV measurement company VideoAmp is bringing on Tony Fagan, a former Google VP of ads data science and engineering, as its first chief technology officer. Fagan joins a number of other C-level hires over the past year, as VideoAmp plots an expansion after a $75 million funding round in May. Since 2020, former Comscore COO […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Big Discovery Fresh off the news that it will merge with WarnerMedia next year to create a media behemoth, Discovery Inc. reported powerhouse earnings in Q2. Discovery ended Q2 with 17 million direct-to-consumer subscribers, up from 11 million last quarter, netting the company $400 […]
The online ad tech startup Adelaide raised $2 million its first investment round from a crew of industry angel investors to build out its attention-based advertising currency, the Attention Unit [AU], as an alternative to campaigns determined primarily by viewability. Adelaide’s AU factors in the context of the ad placement and the likelihood that the […]
“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is by John Hamilton, CEO and co-founder, TVDataNow. The biggest misconception in ad tech in 2021 is that measuring ad performance on connected TV (CTV) is difficult or impossible. This perception exists because there’s no real universal […]
Crackle Plus touted $2 billion worth of content and the launch of a new ad-supported network called “Chicken Soup for the Soul” during the NewFronts earlier this month. But as more ad dollars flow into connected TV (CTV), marketers are struggling to assess the impact of their spend. Crackle is advancing its measurement capabilities with […]
Kelly Abcarian spent 16 years at Nielsen, most recently heading up the measurement company’s advanced video advertising product. Now she moves to NBCU, in the newly-created role of EVP of measurement and impact, to build out the broadcaster’s in-house measuring capabilities. It’s a deceptively large purview. Abcarian will oversee a ton of measurement-related initiatives that […]
Roku said Tuesday it added six new ad tech companies to its Measurement Partner Program to help retail, CPG, pharma, auto and other advertisers better measure ad campaign performance — such as mobile app downloads — as marketers shift their spending to streaming. Adjust, Affinity Solutions, Branch, IRI, Kochava, and Veeva Crossix have joined Roku’s partner program — […]
Swaarm, a Berlin-based startup that helps advertisers, agencies and ad networks track their performance marketing, hadn’t yet launched in June 2020 when Apple first announced its plans to limit IDFA use. The timing was fortuitous. Rather than having to pivot like a legacy mobile measurement provider, Swaarm’s co-founders (who had been developing the technology for […]
With the muted bleat of a sad trombone, Facebook Analytics will soon be no more. This week, Facebook quietly informed users of Facebook Analytics that the free tool will no longer be available as of June 30, 2021. Until then, people will still be able to access reports and insights, and they’ll be able to […]
Two significant steps in advanced TV happened Monday – one around advancing dynamic ad insertion (DAI) on linear TV and the second around Nielsen’s attempt to overhaul the currency around which all TV ads are transacted. Roku said it will acquire Nielsen’s Advanced Video Advertising business, inheriting capabilities in automatic content recognition (ACR) and dynamic […]
Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. AdExchanger readers may recall the story of AdFin, which set out to build a Bloomberg terminal-style dashboard for advertising that pipes in log-level data to offer clients a holistic view of their supply chain. AdFin tried to serve […]
The brand client has become the agency CEO. In mid-December, former Electronic Arts marketer Belinda Smith was appointed as CEO of the Americas at media agency m/SIX, a joint venture backed by The&Partnership and GroupM, and also one of EA’s external agency partners. That’s how Smith met the crew at m/Six, where she’ll now oversee […]
Neustar has a call to action for members of the W3C’s Improving Web Advertising Business Group: Don’t forget about measurement. In early December, Neustar added a proposal to the Privacy Sandbox with the aim of triggering a conversation about how privacy-safe measurement could be done on Chrome without third-party cookies. The proposal is named after […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Myles Younger, Senior Director of MightyHive and Ken Archer, VP Product of Upwave. In recent years, innovation in digital ad effectiveness measurement has been constrained by an addiction to person-level […]
For nearly a year, advertisers using Facebook’s conversion lift studies tool were unknowingly being fed faulty data. A code error caused the reached conversions metric to be undercounted for conversion lift tests conducted on Facebook by several thousand advertisers between Aug. 15, 2019, and Aug. 31 of this year. Advertisers use conversion lift studies, a […]
This week on The Big Story, we talk about measurement. Wait, don’t go. We’re going to dive into the topic of measurement by focusing on two exciting new areas: podcasting and addressable TV. On Tuesday, Spotify bought podcast ad tech company Megaphone (once known as Panoply) for a reported $235 million. The ability to measure […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Martin Kihn, senior vice president of strategy, Salesforce Marketing Cloud. Measurement is a footnote – outglamorized by targeting and the opera of browsers, pushed into the corner during debates about the future […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Brian Ejsmont, VP of product management at VideoAmp. Recently, there’s been a lot of industry chatter from companies claiming they can reduce the latency of cross-channel reporting across attribution use cases, AKA “fast-twitch” reporting, enabling […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jessica Hogue, GM of measurement and analytics at Innovid. We’re entering the 2.0 era of CTV. Many brands are gaining confidence that CTV provides extended reach to their linear TV campaign due to the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Quibi Bites The Dust Quibi will shut down its service a mere six months after launch, becoming one of the first – and most spectacular – casualties in the video streaming wars. It is a remarkable flameout for a company that had raised $1.75 billion before […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column by Steven Golus, founder at Steven Golus Consulting, is the fourth and last in a series that presents the fundamentals of how TV advertising works and how it is changing. In our previous article, we unpacked the […]
Google is revamping Google Analytics for a world in which privacy plays center stage and identifiers are exiting stage left. The new version of Google Analytics, released on Wednesday, was in beta for more than a year, and will now be the default experience for all users. The updated product includes privacy controls to help […]
