On May 25th, when the European Union’s General Data Protection Regulation (GDPR) goes into effect, media agencies will be subject to a new set of laws around targeting European consumers. The GDPR, which makes it illegal for businesses to use EU citizens’ data without proper basis or consent, will limit media agencies’ ability to target […]
Advertisers want to market using the type of rich data provided by walled gardens – but that’s not possible on the open web. So the major holding companies have each developed data platforms to meet their clients’ needs. The question is: What’s the difference between their offerings? Publicis Groupe’s Spine, IPG’s AMP, WPP’s mPlatform, Dentsu […]
Dentsu-Aegis Network is buying its agency Merkle an early Christmas gift: San Francisco-based B2B media agency DWA. The terms of the deal were not disclosed. All DWA’s 150 employees will join Merkle, and the agency will operate as a Merkle company. “There’s a growing group of enterprise level, B-to-B and technology businesses, all moving at […]
By Alison Weissbrot, Sarah Sluis and Kelly Liyakasa Programmatic has transformed the role of the media agency. When programmatic was new, trading desks formed within agencies and holding companies to incubate expertise. As the buying method matured and the trading desk business model came under scrutiny, clients demanded that talent be integrated with their […]
When Snap reported disappointing earnings on Tuesday, it said revenue was constrained by its shift from a direct sales model to a programmatic, auction-based model. Snap’s excuse mimics one that publishers used in the early days of programmatic to explain their revenue shortfalls, and it doesn’t fully take into account immaturities and nuances in Snap’s […]
Brands, agencies, publishers and vendors agree that while the industry is rife with ad quality issues, programmatic isn’t the culprit. “Programmatic is not the problem,” said Shaune Kolber, programmatic creative and ad fraud manager at Dell, at AdExchanger’s Programmatic I/O conference in New York City on Thursday. “It’s a way of buying. It’s not supposed […]
As the global COO of Merkle, Michael Komasinski keeps the proverbial engines running both internally and in the agency’s services business. After joining Merkle in 2015 from his post as COO of Razorfish North America, Komasinski helped drive 30% revenue growth across the business in 2016. Komasinski also was largely responsible for leading the integration […]
Media agencies know how to find the right person at the right time, thanks to the growth of programmatic. But they’re still trying to pin down how to send the right message. “You want the media to recognize where they were, but you also want to recognize where they were in the conversation,” said Zimm […]
Amazon on Monday quietly launched a self-serve platform called Advertiser Audiences, which lets advertisers upload their audience lists and CRM information, enabling tactics like audience matching and lookalike modeling. Advertiser Audiences is similar to solutions Facebook and Google released earlier, though Amazon’s tool has some key differences. The biggest strength, said Wunderman North America Chief […]
Dentsu Aegis Network said Thursday that its media agency brands in the US will use Merkle’s PII-based M1 platform for centralized data planning and activation. Dentsu’s media agencies have been piloting M1 for a few months, and it’s now officially being deployed as a self-service tool at Carat, iProspect and 360i, as well as at […]
