Rich-media ad server Flashtalking has merged with the dynamic creative optimization (DCO) specialist Spongecell. Terms of the deal, announced Monday, were not disclosed. As a combined entity, the two companies should gain more dominance in the US and internationally. Flashtalking is based in the United Kingdom, and works with blue chip brand clients like Lowe’s, […]
Tailoring individual messages to someone based on past behavior is easier said than done, since media and creative usually operate independently. Spongecell wants to fix some of the issues stymying dynamic creative optimization (DCO) at scale in the programmatic space, and has raised a $10.5 million growth round in combined debt and equity financing from […]
Campaign briefs are increasingly filled with demands for advanced creative versioning, forcing agencies into closer collaboration with ad tech providers. It’s one of the reasons why Mindshare partnered with dynamic creative optimization platform Spongecell last fall to support a Mazda Rebels campaign, featuring a series of short films profiling engineers and innovators on the cusp 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 Ben Kartzman, CEO at Spongecell. Yahoo’s share of Alibaba has been something of a life preserver for the company. With Alibaba’s recent IPO, Yahoo now has a giant piggy bank […]
For many product-pushing brands, investing in airtime simply makes sense to reach as wide an audience as possible. But as brands begin to apply real-time data to contextualize ad buys, demand and dollars will shift from TV budgets to digital video and mobile. But creative challenges around dynamic creative will accompany this shift. For brands […]
You might not call it an epic fail, but Vail Resorts’ first stab at developing its EpicMix social ski app forced the brand to reconsider its original digital approach. First launched by the ski resort in the 2010-2011 season, EpicMix tapped RFID-enabled lift passes and gantries to track where and how skiers soared its slopes. […]
Ben Kartzman is CEO of Spongecell, a creative ad technology company. Click below or scroll for more: Looking Back at the Past Year Success Metrics and Engagement Pricing Attribution Funding And The Future On Fragmentation and The Entrepreneur AdExchanger.com: How much has the company changed – or not – in the last year? BK: We’ve […]
