Facebook has added another weapon in its mobile ad quiver, announcing Wednesday in a blog post that it is testing a mobile ad network with a group of advertisers and publishers that uses Facebook’s targeting capabilities to place ads in third-party apps. Brad Smallwood, VP of measurements and insights, declined to provide additional information about […]
Social data analytics company 4C Insights has raised $5 million in Series B funding from Jump Capital. 4C originated last fall when ecommerce ad-tech company The Echo System merged with Twitter Ads API partner and Facebook PMD Voxsup, founded by Northwestern University Professor Alok Choudhary. 4C currently employs between 30-40 people, but expects to grow […]
Fred McIntyre, CEO of social marketing platform Awe.sm, has noticed that while the present-day patterns of media consumption are exciting, they also pose challenges to the DNA of cost planning for publishers and marketers. “If you look at media consumption across most categories in television, radio, online and social, they’re going up in each category,” […]
A denim-clad Jack Dorsey took the stage Wednesday morning at the National Retail Federation’s Big Show in New York, claiming to be a man of “very few words and even fewer characters.” “We hear [the word ‘technology’] so much it tends to lose its meaning,” the chairman of microblogging mainstay Twitter and CEO of payments […]
Twitter has rolled out two new prongs to its “Tailored Audiences” targeting regime, which debuted last month as a vehicle strictly for website retargeting. Among the new segmenting features are CRM matching and Twitter ID targeting. The latter allows the serving of ads based on a user’s public characteristics, such as keywords appearing in a […]
Twitter’s Wednesday release of conversion tracking is the company’s latest direct-response push. Beta advertisers, including retailer Alex and Ani, food-delivery and takeout service GrubHub Seamless and political agency Targeted Victory, used the tool to measure ROI on Twitter ad campaigns. Targeted Victory initiated CPA campaigns to meet a target number of “sign-ups” for a National […]
Facebook’s acquisition Tuesday of sports-centric social analytics and real-time trending platform SportStream signifies it’s not letting up in its tête-à-tête with Twitter. “Twitter has natural advantages in the social TV space,” commented Martin Kihn, a research director at Gartner. “It’s the go-to platform for real-time event-driven conversation, facilitated by hashtags. … On the other hand, […]
Social advertising has become table stakes for multiplatform marketers. On the vendor side, the emerging leaders providing social-ad technologies share a few key commonalities to meet that demand, according to an inaugural Forrester Wave: Social Advertising Platforms report released Tuesday. In a series of interviews with 21 digital marketers, Forrester Research found the average amount […]
By Judith Aquino and Zach Rodgers Twitter unveiled a native ad offering for app publishers on Thursday, courtesy of its MoPub mobile exchange subsidiary. Read the blog post. While not new, the idea of “programmatic” native ads in mobile raises some interesting possibilities, agency execs told AdExchanger. Most of those possibilities hinge on Twitter’s willingness […]
You can’t throw a 23-year-old media buyer without hitting a software “cloud.” One of the precocious contenders in this bunch, social-centric SHIFT, has raised $6 million to support an expansion of its Open Marketing Cloud into Europe. The investment, led by DN Capital, brings its total financing to $14 million. The company’s 29-year-old CEO, James […]
Both agencies and ad partners draw comparisons between Twitter’s launch on Thursday of retargeting product Tailored Audiences and Facebook Exchange (FBX). Just how technically similar they are remains to be seen, but the industry is buzzing about the ad product’s cross-channel targeting potential. We asked some Tailored Audience partners, media agencies and a beta tester to […]
After beta-testing retargeting capabilities back in July, Twitter rolled out Tailored Audiences globally Thursday. The offering includes website retargeting along with third-party audience segments, supported by an eclectic crew of ad partners. Advertisers can now “reach users on Twitter who have shown interest in your brand or category even away from Twitter,” wrote Twitter product manager Abhishek […]
Mobile advertising exchange Nexage has become one of the largest independent mobile ad exchanges following Twitter’s decision to snap up its competitor, MoPub. As competition in the mobile ad space continues to heat up, it remains to be seen what Nexage’s next steps will be. AdExchanger spoke with Nexage CEO Ernie Cormier about the company’s […]
Dallas-based marketing technology startup HipLogiq has raised $7 million in Series B funding, led by Hadron Global Partners. It will use the money to bolster sales and marketing staff. This latest cash injection follows a $5 million Series A round last May, also led by Hadron. While the Series A round was largely applied to […]
Latin America marks great opportunity for media buyers and brands looking to monetize and scale their reach in emerging markets. In Mexico alone, eMarketer estimates total media ad spend was $5.2 billion in 2012. Yet understanding the cultural nuances of each Latin American country is as important as the financial and operational intricacies of the […]
After going public, Twitter saw its stock price nearly double in early trading to a $45.10 high during the early morning hours of day one on the New York Stock Exchange. Twitter sold 70 million shares to raise $1.82 billion with a market cap of $18 billion through the IPO. As trading began, that valuation […]
It’s been a big year for mobile ad exchange MoPub. The 3-year-old company opened new offices in London, Singapore and New York, reached a revenue run rate of $100 million and was acquired by Twitter. In its first New York City conference today, CEO Jim Payne sat down with talk show host Charlie Rose (who […]
It’s good news/bad news for the Twitter IPO today. The company has raised its price range to $23-$25 per share, suggesting strong demand. It also faces an intellectual property infringement claim from IBM — relating in part to ad technology. To address the upside first: At the upper end of its new range Twitter would […]
A lot has been said lately about Twitter’s reach in terms of its monthly active users, but its ability to collect data through plugins like social sharing buttons has gone widely unmentioned. Many websites today include “buttons” on their pages that allow visitors to share content on Facebook, Twitter, Pinterest and other social networks by […]
It has been a year of big changes for marketers experimenting with social ad campaigns. New data suggests platform- and purpose-specific campaigns are driving distinct return on investment. Take Facebook, for instance. Because of changes to the News Feed and increased targeting capabilities through the Facebook Exchange, click-through rates were up 275% year-over-year, according to […]
TV is still the king of media, but the social “back channel” is now an indispensable part of its ambience. No surprise then that advertisers are hungry for media vehicles that bridge the two. A number of companies are positioned to feed that appetite, but Twitter is the frontrunner. Its Amplify program lets broadcasters sell […]
This morning NBC Universal entered a strategic partnership with Comcast and Twitter to engineer a “See It” feature allowing Xfinity TV viewers to take action around a TV show from their Twitter stream. The integration allows Xfinity TV viewers to take actions such as starting a show on-demand or setting a DVR to record. Executives […]
Panel-based TV ratings and TV-themed “social buzz” are on a collision course, and audience research mainstay Nielsen is doing everything it can to retain its pole position. The company today announced “Nielsen Twitter TV Ratings” to measure TV-related Twitter discussion — both the volume of discussion and its total reach. Last fall, Nielsen, through a joint […]
Twitter’s IPO filing is no longer “confidential” as the microblog released its full S-1 document with the SEC that details its plans to sell $ 1 billion worth of stock. Twitter, which recently acquired mobile supply side platform MoPub and unveiled its own version of an ad exchange with several API partners, will trade under […]
Twitter is in New York this week talking up Amplify, which is at the heart of the company’s monetization strategy around broadcast content. The Amplify program offers audience extension for TV networks by letting them tweet short video clips such as sports replays minutes or seconds after their on-air broadcast. Broadcast advertisers can “ride along” […]
Twitter significantly boosted its advertising profile last week, acquiring mobile ad exchange MoPub and filing (confidentially) for an IPO. The San Francisco-based company is expected to bring in $583 million in advertising revenue this year, and $950 million in 2014, according to eMarketer. It also earns additional revenue by selling the data in its “fire hose” or […]
In Facebook’s last earnings call, Sheryl Sandberg surprised some by saying the Facebook Exchange “is actually a very small part of our business.” That may be changing, as the company pushes more ad space into its RTB marketplace — and there are signs mobile News Feed inventory is waiting in the programmatic wings. “We believe FBX […]
Twitter’s acquisition of mobile supply-side platform MoPub this week could pave the way for more activity and something close to standard business models in the nascent mobile exchange space. Established desktop exchange players like the Rubicon Project and PubMatic, which have expansive networks on the sell side, have struggled to retrofit their existing platforms to […]
Despite the recent flurry of mobile acquisitions, marketers are still somewhat in the dark when it comes to defining objectives for their mobile campaigns and deploying analytics tools to help them measure cross-channel reach, one study suggests. In a survey of agencies, vendors and 228 marketing professionals, the study by Forrester Research determined that 37% […]
Twitter’s acquisition of mobile ad exchange MoPub came within two weeks of its acquisition of social TV analytics Trendrr and the wide release of lead-generation cards. These staccato moves, according to one Twitter Ads API partner company, are exactly what Twitter needs to counter Facebook’s aggressive pipeline of ad products. “They’re doing a nice job […]
