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»Polar

Polar Spins Off Its Programmatic Buy-Side Business Into A New Company Called Nova

Bucking the consolidation trend, creative ad tech company Polar is spinning out its buy side-focused programmatic offerings into a standalone business. The new entity, called Nova, launched on Monday with Polar CEO Kunal Gupta as its chief exec. Gupta will serve as CEO of both Polar and Nova with Leah Malone as CRO and GM... Continue reading »
by Allison Schiff // March 15th, 2021 //
»
How I Would Change Facebook’s Algorithm

“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 Kunal Gupta, CEO at Polar. I believe Facebook's course ahead will have to start with Mark Zuckerberg and Sheryl Sandberg showing some humility and accepting that they were wrong in... Continue reading »
by AdExchanger // July 13th, 2020 //
»
Social Distancing – And Meditating – With Friends: Polar CEO Kunal Gupta

“Visualize where you are. It may be a city or a neighborhood … the building … the home … the floor … the room.” In honor of Mental Health Month, we did something a little different in this episode. The second half is a guided meditation session led by Kunal Gupta who, in addition to... Continue reading »
by Allison Schiff // May 22nd, 2020 //
»
Bloomberg Media Adds ‘Boost’ Social Media Ad Formats To Its Toolbox

If brand dollars are increasingly flowing to native social media ads on Instagram, Facebook, Twitter and LinkedIn, why not bring those ad formats to digital media companies? Bloomberg Media just launched Boost, a self-serve tool that allows brands to repurpose existing social media ads for mobile ad slots on Bloomberg. “For a small amount of... Continue reading »
by Sarah Sluis // April 23rd, 2020 //
»
Kunal Gupta headshot
Why Facebook Ads May Not Work As Well Anymore

“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 Kunal Gupta, CEO at Polar. Facebook last week announced that its Off-Facebook Activity (OFA) tool would be available to more than 2 billion users worldwide. The tool debuted in a... Continue reading »
by AdExchanger // February 5th, 2020 //
»
How I Would Break Up Facebook

“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 Kunal Gupta, CEO at Polar. Several political, business and tech leaders have called for the break up of Facebook, usually suggesting that Facebook split its core social networking app from... Continue reading »
by AdExchanger // November 4th, 2019 //
»
How NBC News Doubled The Amount Of Clicks On Branded Content

NBC News, whose portfolio includes Today.com, CNBC and MSNBC, doubled the clickthrough rate (CTR) on its branded content when it used tech that fine-tuned distribution of the content on its sites. The branded content tech, Polar, automatically tested different pairings of headlines and images, optimizing how it pulls readers into a story, and automating more... Continue reading »
by Sarah Sluis // August 1st, 2019 //
»
B2B Publisher SourceMedia Takes A Targeted Approach To Branded Content

SourceMedia, the Observer Capital–owned publisher of financial trades like American Banker and The Bond Buyer, along with other B2B sites, is taking a page from the B2C playbook. While B2B pubs have been slower to embrace programmatic, SourceMedia plans to buck that trend by being a better steward of its first-party data. A new integration... Continue reading »
by Kelly Liyakasa // March 12th, 2018 //
»
Bold Worldwide Finds Success By Hypertargeting Ad Creative

Targeting a running watch to a broad group like “runners” on Facebook doesn’t cut it anymore. Bold Worldwide, a social media agency with a roster of sports-focused clients, advocates that its brands – including running and cycling watch Polar – massively increase the amount of content they create. With more versions of ads, they can... Continue reading »
by Sarah Sluis // March 27th, 2017 //
»
Most Branded Content Businesses Need An Upgrade

“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 Kunal Gupta, founder and CEO at Polar. When I ask publishers how they are differentiating their branded content business, the common response I hear is, “We create the highest-quality content.”... Continue reading »
by AdExchanger // March 29th, 2016 //
»
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