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»performance marketing

Performance measurement is a natural evolution of ad verification, according to DoubleVerify, whose metric for measuring campaign effectiveness is now generally available.
DoubleVerify Is Doubling Down On Performance Metrics With Mondelez

Performance measurement is a natural evolution of ad verification, according to DoubleVerify, which made its metric for measuring campaign effectiveness generally available on Wednesday. The solution, called Authentic Attention, was in beta since January of last year. To power the tool, DoubleVerify is repurposing the more than 50 data signals that it already collects to... Continue reading »
by Allison Schiff // February 17th, 2021 //
»
Rob Towne, director of performance marketing at Purple Mattress
Purple Mattress: ‘Views Don’t Mean Much If People Don’t Take Action’

Mattress startup Purple doesn’t run unskippable video ads. “If someone’s on YouTube and ready to watch a video of their choosing, but you’re forcing them watch 30 seconds of ads first – that’s a brand imposing their will on the viewer,” said Rob Towne, director of performance marketing at Purple Mattress. “As a brand, we choose... Continue reading »
by Allison Schiff // January 21st, 2021 //
»
Amazon Has A Data Advantage On CTV; US Ad Spend Set To Fall To 2018 Levels

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Amazon’s CTV Boom Amazon may be a little late to the CTV advertising game, but it’s catching up quick thanks to its troves of shopper data and the built-in base of brands already selling on its platform, The Drum reports. Most of Amazon’s CTV... Continue reading »
by AdExchanger // November 25th, 2020 //
»
Google is rolling out ad products geared to local businesses struggling to adapt to new customer behaviors that have developed since the pandemic started.
Google Prioritizes Local Businesses With New Ad Tools

Google is rolling out ad products geared to local businesses struggling to adapt to new customer behaviors that have developed since the world went screwy in mid-March. It’s become a theme of the pandemic: the biggest of big tech platforms releasing advertising and commerce tools aimed at the smallest of small advertisers. “We recognize the... Continue reading »
by Allison Schiff // September 23rd, 2020 //
»
Starting February 2021, Facebook will start limiting how many ads a page can run at any given time.
Facebook To Start Capping Ad Volume In The Name Of Performance

In February 2021, Facebook will start limiting how many ads a page can run at any given time. Facebook is making the announcement now so that developers have more than enough time to prepare for the change, said Graham Mudd, Facebook’s VP of product marketing for ads. The change will roll out between February and... Continue reading »
by Allison Schiff // September 9th, 2020 //
»
Bidalgo Launches Data-Driven Creative Hub For App Advertisers Seeking More Control

Ad creative can be a bigger driver of performance for app advertisers than audience-based targeting or segmentation. “We can make a huge difference, depending on the creative, in almost any game regardless of the target,” said Rick Grunewald, a digital marketing analyst at PerBlue, a Wisconsin-based mobile game studio with a license to develop games... Continue reading »
by Allison Schiff // September 1st, 2020 //
»
App Advertisers Are Shifting Budget To Android Away From IOS As IDFA Changes Loom

With iOS set to get a lot less measurable, developers are considering putting more of their performance budgets into Android. The impetus is Apple’s move to start requiring an opt-in for its proprietary advertising ID, the IDFA, beginning with iOS 14 in September. Without ready access to the IDFA, apps are limited in their ability... Continue reading »
by Allison Schiff // August 18th, 2020 //
»
Constellation Software Buys TUNE, Plans Performance Marketing Acquisition Spree

If you haven’t heard of Constellation Software before, you’re about to start. The $21 billion market cap Canadian software conglomerate acquired mobile app analytics company TUNE on Tuesday, with plans to buy more performance marketing companies in the near term. Peter Hamilton, TUNE’s CEO, declined to share the deal price. Specifically, TUNE is being acquired... Continue reading »
by Allison Schiff // May 19th, 2020 //
»
Twitter Acquires Mobile DSP CrossInstall On The Hunt For Mobile Performance Dollars

Twitter really wants a piece of the performance advertising pie. On Tuesday, Twitter said it has acquired interactive mobile ad company CrossInstall. No deal price was disclosed. All of CrossInstall’s 70 employees will be joining Twitter. CrossInstall is a mobile-only DSP focused on user acquisition with its own home-grown bidder and proprietary creative offering, including... Continue reading »
by Allison Schiff // May 12th, 2020 //
»
Sachin Puri headshot
How The Humble Corporate Website Can Fuel Audience-Centric Performance Marketing

"Brand Aware” explores the data-driven digital ad ecosystem from the marketer's point of view. Today's column is written by Sachin Puri, vice president of growth marketing at McAfee. Digital media is quickly evolving, but many brand websites are still catching up with the pace of innovations in outbound marketing. Sites are still overloaded with tags, aren’t... Continue reading »
by AdExchanger // March 5th, 2020 //
»
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