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Podcast: The Product Mindset

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. This week on AdExchanger Talks, product veteran Bridget Bidlack tackles big questions: Is ad tech mature? How do creative types tap into programmatic? And is the industry moving fast enough on gender equality? On the maturity of ad tech, the SVP of product at... Continue reading »
by Zach Rodgers // October 18th, 2019 //
»
Rocket Fuel Powered Its AI By Mixing Client Data That Wasn’t Meant To Be Mixed

How Questionable Data-Sharing Practices And A Healthy Dose Of Hubris Helped Bring Down One Of The Most Well-Known Players In Ad Tech The Rocket Fuel brand is dead and buried, the founders long gone, its tech sold off to Sizmek for a song and the code completely rewritten. An ad tech unicorn that courted top... Continue reading »
by Allison Schiff // November 26th, 2018 //
»
The New Rocket Fuel: Questions For CEO George John And [X+1] CEO John Nardone

Rocket Fuel closed on its acquisition of [x+1] Friday, transforming itself from what was primarily an ad network company into a credible platform play focused on the software-as-a-service opportunity in programmatic marketing. The new Rocket Fuel has far more of the attributes of a "programmatic marketing platform" than the old one, providing clients with the... Continue reading »
by Zach Rodgers // September 8th, 2014 //
»
Let's Go SaaS: Parsing Rocket Fuel's Purchase Of [X+1]

Agencies and marketers are forcing change on ad networks. Rocket Fuel's $230 million acquisition of [x+1], announced Tuesday, was about more than one ad tech platform's attempts to add new capabilities. While Rocket Fuel will benefit from [x+1]’s strong data management, demand-side platform, and site-side optimization features, Rocket Fuel CEO George John said on the... Continue reading »
by Zach Rodgers // August 7th, 2014 //
»
Rocket Fuel To Buy [X+1] For Estimated $230M

Programmatic ad network Rocket Fuel will acquire [x+1], an older ad tech company with a dual demand-side platform (DSP) and data-management platform (DMP) offering. The estimated value of the deal is $230 million. The acquisition brings Rocket Fuel a strong direct-to-advertiser capability – an area where it is seen as lacking and where [x+1] has strength through client relationships with... Continue reading »
by Zach Rodgers // August 5th, 2014 //
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[X+1] Enhancement Keys In On Offline-Online Connections

[X+1] has added a new component to its data-management platform (DMP) called Origin KeyChain to expand its offline targeting capabilities. “Prior to KeyChain, we could do offline targeting for our customers, but only for their customer IDs and not for prospects,” said CEO John Nardone. Here’s how it works. Generally speaking, DMPs gather user information... Continue reading »
by Ryan Joe // June 25th, 2014 //
»
Masters Of The Data Universe

“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 John Nardone, CEO at [x+1], and Ed See, principal at Deloitte for marketing and customer analytics. If you tuned into the Masters Tournament last month, you were treated to a... Continue reading »
by AdExchanger // May 5th, 2014 //
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Agencies, Partners Parse Twitter’s Foray Into Retargeting

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... Continue reading »
by Kelly Liyakasa // December 6th, 2013 //
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Tag Management’s Role In A Data-Driven Future

Traffic accidents are more orderly than the backend of most websites. At any given moment, a multitude of information fires off a page — information about who a visitor is, where she came from, her operating system or device profile, which ads are being served up, which videos are being played, etc. This has created... Continue reading »
by Ryan Joe // November 27th, 2013 //
»
Forrester Sizes Up DMP Vendors With New Wave Report

Today's DMPs clearly stand out from each other and from other parts of the digital marketing landscape, according to the Forrester Wave DMP Q3 2013 report. Forrester Principal Analyst Joanna O'Connell profiled seven players that are pushing the envelope. More than as a result of competition from each other, the increasing use of mobile devices – and... Continue reading »
by David Kaplan // August 21st, 2013 //
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