The burning issues affecting digital advertising these days can be boiled down to handful of recurring themes: ad effectiveness and verification; “Do Not Track” and relevance; and whether social media extends a publisher’s content distribution — or merely fragments it. Given that video is a highly engaging form of media and easily trackable (via completion […]
Having built one of the early ad servers at Matchlogic, TruEffect CEO Ron Hill and his core team have deep experience in ad tech. Among the fruits of those ad serving days were patents that Hill says have become the backbone of his company’s first-party advertising technology today. To be clear, TruEffect isn’t a young […]
There’s a lot of talk about the need for online advertising to be less “obtrusive.” (Okay, that view is mostly coming from Microsoft with regard to the default “Do Not Track” feature in its latest Internet Explorer web browser. But still.) When it comes to video, the notion of user control has been a big […]
Australian media conglomerate Fairfax Metro Media has extended its existing relationship with Google DoubleClick’s Ad Exchange to focus on online video inventory. However, unlike most publishers, Fairfax is in the middle of trying to extend its ad platform, known as drx, to allow the company to buy — not sell — inventory tied to streaming […]
Earlier this month, streaming video distributor Ooyala raised its fifth funding round — $35 million from Telstra Applications and Ventures Group, the investment arm of Australia’s telecom giant, Telstra. In addition to giving Ooyala a big opening in Telstra’s home country, the move also signaled a new level of importance for Ooyala to try to […]
It’s been a year since photo ad network Pixazza morphed into Luminate, which a wider platform for sharing, indexing and monetizing publishers’ online images. The four-year-old Google Ventures-backed Mountain View company has steadily been rebuilding itself from an “AdSense for Images” into a platform for consumer-facing image apps, as Chief Revenue Officer Chas Edwards tells […]
Mark Trefgarne is Co-Founder and CEO of LiveRail, a video advertising technology company. AdExchanger.com: Let’s start with a little background on you. How did your consultancy lead to video advertising technology? MT: We started LiveRail about four years ago, which came out of a consulting company that I was running in London. The founding team […]
For years, the television world has pivoted on the use of a reach and frequency metric known as the Gross Rating Point, a.k.a. the GRP (Wikipedia), for the buying of advertising time. As TRAFFIQ’s Eric Picard points out in a 2009 iMedia Connection article, “This currency enables immense substitutability of inventory, meaning that there is […]
Scott Ferber is CEO of TidalTV, a video advertising, optimization, and yield management solutions provider. Click below for the interview with Ferber or keep scrolling: Ad.com’s Influence on TidalTV What problem is TidalTV Solving? Targeting Across Devices The Big Picture for TidalTV Thoughts on RTB, DSP, Other Acronyms Engagement and Buying Metrics Addressable TV AdExchanger.com: […]
