When faced with a recession, brands should focus on fundamental changes that save money and drive efficiency while seeking ways to get more out of their data, technology and ad spend, writes Nancy Marzouk, CEO and founder of MediaWallah.
Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rotem Shaul, CEO at Primis. Since the coronavirus pandemic started, the online advertising ecosystem has experienced two major trends: higher traffic and lower budgets. More supply and less demand has forced many publishers to […]
DoubleVerify purchased Ad-Juster for an undisclosed amount Thursday in an all-cash, all-stock offer. The analytics platform gives publishers a stitched-together view of their programmatic ad performance. “A lot of our work today is with advertisers to maximize their quality and performance,” said DoubleVerify CEO Wayne Gattinella. “Ad-Juster extends our platform to the supply side.” Ad-Juster […]
GIPHY is growing up. The search engine for GIFs is partnering with Oracle Data Cloud’s Moat to measure viewability, ad delivery and invalid traffic for short-form branded content on its platform. The metrics will be baked into the price of media and available for all campaigns and sponsored GIFs starting in Q4 when GIPHY and […]
Footwear brand ASICS is running out of patience with shoddy viewability measurement. “People still continue to buy nonviewable impressions – it’s just crazy,” said Philip Bryant, senior manager of media at ASICS Digital, a subsidiary of the ASICS corporation that’s focused on building, testing and implementing digital technologies for use across the larger org. One of […]
Optimera increases site viewability solely from a publisher’s point of view. The tech optimizes campaigns toward the most viewable placements in real time – key in an era where buyers demand highly viewable ads, but publishers lack the technology to meet these demands in a way that’s sustainable for their businesses. “The market has failed […]
Over-the-top may be the new hotness, but sellers need to prove it before advertisers will really start to bite. On Thursday, Samsung’s advanced TV division, Samsung Ads, said that it’s partnering with Oracle Data Cloud’s Moat to measure viewability and the invalid traffic (IVT) rates for ad delivery on over-the-top inventory across Samsung Smart TV […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Adapting Accenture Interactive will acquire Adaptly, an ad tech and programmatic services company. Terms of the deal were not disclosed, but Adaptly has 150 employees and has raised $13 million in funding. Adaptly should help Accenture Interactive “enable workflow, improve quality assurance and really […]
Brad Stamulis, director of digital marketing at Dish Network, has long called out viewability measurement’s shortcomings – but at AdExchanger’s Programmatic I/O in New York City on Tuesday, he specified the steps the industry needs to take to fix it. Eliminating waste in programmatic marketing is always a challenge when it comes to viewability and […]
