Polar

Temu’s US ad spend grinds to a halt; Publicis posts a strong Q1; and creative personalization tech is back in vogue.

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Polar CCO Matt Crenshaw.  As of 2020, there are 10 million unique advertisers on Facebook. That means 10 million advertisers are already building ad creatives to target audiences on the social platform. Compare that to […]

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 […]

“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 […]

“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 […]

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 […]

“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 […]

“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 […]

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 […]

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 […]

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 […]

“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.” […]

There’s no doubting the ad server’s importance in managing digital media. “It is the central hub for all digital placements, and provides advanced reporting on things like reach & frequency, multi-touch attribution, geo-targeting, time to conversion analyses, and overall media effectiveness,” IPG Mediabrands’ Mitchell Weinstein told AdExchanger. But how important is it for companies to own their […]

Last month, Slate served 100 million impressions of native ads in 30 days. For the coming fourth quarter, 15 native campaigns are in development. Some are running for a few weeks. A handful of native campaigns involve publication of dozens of posts over a year. Despite that scale, until April of this year, Slate created and […]