Agencies are straining to recruit and retain data-driven talent. Prospects with a strong background in statistical analysis and data mining – the second most popular skill on LinkedIn as of January – aren’t necessarily looking to work at a media agency. And it’s hard for agencies to retain employees due to a business culture that […]
As programmatic commands a greater share of marketing budgets, trading desk knowledge will expand throughout organizations. Accuen expects its trading desk to decentralize when programmatic reaches 70% to 80% of media budgets industrywide, according to Megan Pagliuca, who became the CEO of Accuen after leaving Merkle late last year. That will happen in the next […]
Publicis Groupe’s VivaKi will officially release a tool called Quality Index (QI) at the end of this month, designed to streamline inventory sources, manage multiple KPIs and cross-check viewability. QI has been in Beta since late 2014, and will be part of an internal UI called the VivaKi Operating System (VOS) Platform that VivaKi is building […]
This week at the Cannes Lions festival, Rubicon Project hosted its annual discussion of some of the world’s most powerful digital media buyers. This panel has historically comprised the leaders of the four largest holding company trading desks, but this year was different – with senior buyers from IPG, Publicis, Dentsu and Bank of America. […]
When French holding company Publicis Groupe decentralized the programmatic capabilities of its agency trading desk VivaKi in February, it did so to capitalize on the increasing performance of programmatic, said VivaKi CEO Stephan Beringer. While Beringer didn’t pinpoint the exact drivers for the restructuring, “It was the culmination of insights that led to the need […]
ZenithOptimedia Chief Investment Officer John Nitti will be a speaker at AdExchanger’s CleanAds I/O conference on June 3, an event examining issues and solutions around fraudulent inventory in the online advertising ecosystem. Clients hold their agencies accountable when they run campaigns heavy on fraudulent traffic or misrepresented inventory. While ZenithOptimedia, part of Publicis, understands that […]
Digital ad revenues in the US hit an historic high in the first half of 2014, reaching $23.1 billion, according to the IAB’s Internet Advertising Revenue Report released Monday. Notably, the IAB reported that mobile jumped 76% YoY and overtook banner ads. In another Monday release, the VivaKi AOD Benchmark Report saw CPMs increase across display, social, […]
While AOL and Publicis Groupe have been programmatic cohorts since last July, the media giant and the holding company took their partnership to another level by adding video and linear TV to the mix Monday at Advertising Week. The move will link Publicis’ digital arm VivaKi with AOL Platforms, which will become Publicis’ preferred partner for programmatic video. […]
The first half of 2014 was sobering, to put it mildly, for Publicis Groupe and its CEO, Maurice Levy. In the wake of the holding company’s failed megamerger with Omnicom Group and its weak second-quarter earnings report, Levy needs to show digital strength. Some structural changes announced Tuesday may help it do that. Among the […]
You’ve got to hand it to electronic giant Philips’ global head of media, Sital Banerjee, for taking the bullet as the buzzkill on a panel at DMEXCO. “Many times, I find (my marketers) to be more knowledgeable than some of our external partners,” he said, sharing a neon-lit stage with a handful of agency and […]
Amazon’s enterprise self-serve ads platform, designed for agencies and brands, is intended as a programmatic complement rather than a replacement for direct-sold inventory. Publicis agency VivaKi is the first and only agency Amazon Media Group is working with at present for the self-serve platform rollout. Over the last three years, Amazon has spoken with agency […]
On Tuesday at the Cannes Lions festival, leaders of the world’s four largest agency trading desks participated in a panel hosted by Rubicon Project. The discussion touched on a wide range of topics, including deal automation, technology investment and transparency. One macro takeaway is that the so-called trading desks resemble each other less than they used to. […]
When Xaxis released its proprietary data-management platform (DMP) last week, competitors backhanded the WPP-owned tech shop with compliments. On the one hand, $25 million is an impressive figure for a company to invest in technological innovation. On the other hand, what good is this technology if clients are scared off by Xaxis’ opaque business model? […]
Valuing mobile ad inventory is challenging as advertisers struggle assessing viewability, attribution and other measurements. To find out how media-buying agencies tackle this problem, AdExchanger asked agencies, “What are the attributes of quality mobile inventory?” Click below or scroll down to read their responses. Jenn Cox, mobility lead at Starcom USA Jason Pope, VP of AOD at VivaKi JiYoung Kim, […]
When The New York Times discontinued in February its director of programmatic advertising position, held by Matt Prohaska, partners and advertisers wondered how this would affect the publisher’s programmatic initiatives. Certainly the Times sought to alter its structure, saying in a statement it was “re-imagining and growing [its] programmatic organization and strategy with a focus […]
An updated S-1 from IPO aspirant Rubicon Project shows the sell-side platform’s revenue grew 47 percent in 2013, to $83.8 million for the full year. In its earlier filing, submitted to the U.S. Securities and Exchange Commission (SEC) last month, the company disclosed revenues only up to the third quarter of 2013. The new document […]
Palo Alto and Paris-based startup Ifeelgoods is betting consumers will gravitate toward personalized offers over traditional loyalty concepts like deep discounts. The digital rewards network founded in 2010 has launched a Personalized Offers Platform for marketers and established a strategic partnership with VivaKi for an initial rollout to Publicis Groupe agencies Razorfish, Digitas and Performics. […]
Stephan Beringer is in for a ride. Earlier this week Beringer was named president of Publicis Groupe’s VivaKi Audience On Demand (AOD) trading desk. He succeeds Kurt Unkel, a respected agency leader and progenitor of the trading desk idea, who will exit at the end of February for a hometown job as chief digital officer […]
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 […]
The practice of real-time bidding (RTB) has grown and evolved significantly this holiday season. While RTB traditionally targeted bottom-of-the-funnel prospects, this season it’s being used increasingly for branding, which means more verticals are applying it. Additionally, this year’s truncated shopping season — which places less emphasis on Black Friday and Cyber Monday — as well […]
An array of visualization products have emerged to help marketers turn “big data” into smart data. This week has brought announcements around visualization from the likes of Tag Man, Placeable and SumAll. Meanwhile, plenty of other data and analytics vendors — including Tealium, Adobe, IBM, Acxiom and Domo – are investing in this area. But […]
Facebook is once again experimenting with a mobile ad network that would place ads on non-Facebook mobile apps and sites based on the social network’s data, the company confirmed. Business Insider first reported the news. “We’re currently running a second test to show Facebook ads off Facebook in mobile apps and on mobile sites. Our […]
Twitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy. In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well — perhaps with its own user data thrown into the mix. “Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast […]
The time when the blanket label “video advertising” will replace references to TV, PC, mobile, or tablet ads is still a long way off, but a new marketplace offering from Videology promises to advance that cause by letting buyers and sellers unify guaranteed and non-reserved ad deals. Dubbed “Descartes,” the system is named for the […]
One of the reasons that digital publishers like to talk about native is obvious: it resembles the age-old practice of high-priced “advertorials” and the natural customization of the placement dictates that marketers must deal directly with the site’s sales team. At the same time, those reasons have left agencies feeling frozen out by native ads, […]
Digital advertising agency VivaKi will use Adelphic Mobile’s targeting capabilities to enhance its Audience on Demand (AOD) Mobile platform, the companies said today. Ad targeting and consumer privacy issues continue to complicate mobile ad buying. Adelphic – a three-year-old company founded by executives from Apple, Quattro Wireless (acquired by Apple) and Millennial Media – addresses these challenges […]
The Weather Company, owner of The Weather Channel and its digital extensions, unveiled a plan to bring more addressability to its TV advertising. Dubbed “CableFX,” the new offering from the company’s WeatherFX Division brings existing “big data” to its local and regional TV targeting system. The idea is to more closely bridge TWC’s TV, web, […]
The growth of online media has upended the way media is bought and sold, and the traditional ad agency model is under greater pressure than ever before. On one side of the office are established account planners and media buyers; on the other side sits the trading desk. A group of media agency heads kicked […]
If you’re attending an ad industry conference, it’s a safe bet you’re going to hear a lot of cheerleadering and hyperbole about how great things are. And while there are any number of ardent defenders for the ad agency model out there, few could muster a level of encouragement as spirited as the one laid […]
As competition for brand campaign dollars heats up in the video space, Adap.tv has introduced its version of the “viewable impression” for streaming media with the introduction of its Certified Viewability feature, which promises to verify whether a video placement has been seen in real-time and blocks impressions that do not appear to the user. […]
