“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, vice president of programmatic strategy at Intermarkets. In a recent podcast, Chris Kane explained three ways that buyers navigate the complex programmatic supply landscape. The hardest: direct-to-publisher integrations. Some of the biggest names in media […]
New York Media is putting programmatic front and center. The publication has long serviced programmatic deals yet didn’t tout them in market. But as programmatic becomes the dominant way to transact, New York Media hired Jeremy Fass in July to head its programmatic revenue operation. His mandate? Be proactive about programmatic, not reactive. “Due to […]
Global programmatic advertising will grow by more than $13 billion next year and the year after, but its growth rate has stalled and it’s making slower-than-expected headway in taking share from non-programmatic media, according to Zenith’s 2018 Programmatic Marketing Forecast published Monday. Programmatic display advertising will clear $70.2 billion this year, according to the report, […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Ramsey McGrory, chief revenue officer at Mediaocean. With The Trade Desk’s market above $5 billion (Stock: TTD) and MediaMath’s valuation topping $1 billion following its last funding round, leading traditional demand-side platforms (DSPs) are […]
The switch to first-price auctions last year is causing programmatic buyers to pay more, according to research from media agency Hearts & Science. In one test, a first-price auction drove CPMs up by more than 50%. The Omnicom agency wants programmatic to create “clean” second-price auctions to remove the premium that buyers pay. It doesn’t […]
One year after first launching programmatic ads, BuzzFeed is doubling down with BuzzFeed Exchange, a formal expansion of its programmatic product offerings. BuzzFeed’s inventory has grown to 3 billion impressions a month, up from the 1 billion impressions a month it offered when it debuted programmatic ads a year ago. The BuzzFeed Exchange aims to […]
When The Trade Desk IPO’d in September 2016, it nearly doubled its own value projection and quickly became a $1 billion company. Fast-forward two years and the company’s market cap sits at around $6 billion. The question for many analysts and ad tech observers is: How long can this ride last? Investors have pumped a […]
SpotX has teamed up with Dentsu’s Cyber Communications Inc. to make its video ad-serving platform available to domestic broadcasters in Japan, the company said Monday. Since almost all publishers in Japan work with CCI-affiliated companies to buy ads, the move will give SpotX access to the Japanese market. CCI is a digital-focused subsidiary of Dentsu […]
The Trade Desk recorded revenue of $112.3 million in Q2 2018, a 54% increase from the same period last year, according to the company’s earnings report released Thursday. That growth rate is identical to 2017’s annual growth rate, and the company’s retention rate topped 95% for the 18th consecutive quarter. On the company’s earnings call, […]
AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by Tealium. Programmatic may have cut its teeth as a direct response medium, but advertisers are also starting to embrace it for upper-funnel campaigns. However, if branding is your goal, the rules of engagement are different. This week on AdExchanger […]
