Technology

Google is swooping in for TV advertising dollars with a slate of TV-related product releases and updates. While Google revealed these products on Tuesday during its Publisher Leadership Summit in Chicago, it will formally announce them during TV Week in mid-October. First up are TV Content Explorer and TV Modeled Forecasting, both of which are […]

Publishers are on the cusp of only needing one software development kit (SDK) to measure in-app viewability. On Wednesday, the IAB Tech Lab kicked off a limited beta to test an open-measurement SDK that would enable publishers to work with multiple viewability vendors without requiring multiple SDK integrations. The test will run for roughly two […]

Every publisher wants to harness its data – but you can’t climb a mountain without a lot of pain. At the Google Publisher Leadership Summit in Chicago, ad execs from The New York Times, Vice Media and the Local Media Consortium (LMC) discussed their often-arduous quests to reach the peak. The New York Times, for […]

As Gartner analyst Martin Kihn recently predicted, the big enterprise marketing clouds are beginning to pursue divergent product strategies with clear points of distinction. While Salesforce heralds its CRM data and hooks into other categories like sales and commerce, Adobe’s differentiator is creative with growing emphasis on digital experience. In the case of Oracle, which […]

Ecommerce site Rue La La, which offers deals on designer fashion and goods, wants its members to have a great experience so they keep coming back. “How do we stay top of mind for our best members and encourage them to come back over long periods of time?” said Jeff Steeves, VP of marketing at […]

Direct-to-consumer, digitally native startups like Mack Weldon own their own data and don’t rely on middlemen. Those two huge advantages enable them to track marketing effectiveness with greater precision than their brick-and-mortar counterparts. But to do so, they need platforms that allow them to use every piece of information they can collect about their customers. […]

Amazon is winning a growing share of CPG media dollars, and its September announcement that it would open an office in New York City to house a major expansion of its advertising platform business means the competition will only heat up. It comes as CPG brands pulling back on digital media undercut global agencies, marketing […]

Retargeting is largely associated with product ads that stalk users across the internet. But Facebook sees retargeting as a tactic that can open the door to ongoing engagement within Messenger. Ted Helwick, the Facebook product manager leading monetization efforts on Messenger, told AdExchanger that “the KPI advertisers tell us they care about most right now […]

On the eve of Oracle Open World, the enterprise giant’s Data Cloud hopes to position its data management platform (DMP) – the one inherited from the BlueKai acquisition – as the focus of a tech stack that includes identifiers from AddThis and Moat, onboarding from Datalogix and cross-device linking from Crosswise. There are a couple […]

Salesforce has set up a market of second-party data so advertisers can buy data directly from publishers. The subscription-based Salesforce Data Studio, which debuted on Wednesday, evolved out of the product Krux Link, a data-sharing platform Salesforce inherited when it bought the data management platform Krux. Salesforce’s goal is to give advertisers more validated data […]

MediaMath CMO Joanna O’Connell will depart the company at the end of the month and return to Forrester, where she was a principal analyst for interactive marketing for three years. Prior to MediaMath, O’Connell was an AdExchanger research analyst and held several ad tech roles at VivaKi and Razorfish in her 15-plus years in digital […]

Triad Retail Media promoted its chief customer officer, Sherry Smith, to the CEO position on Tuesday. Roger Berdusco, Triad’s former CEO, is leaving the company to pursue other opportunities. Triad manages ad sales on major retailers’ ecom sites including Walmart, Sam’s Club, eBay, Stubhub, Staples, Toys R Us, and most recently, Barnes & Noble. But […]

OpenX acquired two publisher tools, Mezzobit and PubNation, on Monday. By bringing these point solutions in-house, the SSP plans to strengthen its overall offering for publishers. The tools don’t boost yield for publishers, which is how publishers typically grade SSPs, but rather help them track down slow or suspicious advertiser tags and monitor overall ad […]

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. Clocking at 44 minutes, the latest episode of AdExchanger Talks with Criteo CEO Eric Eichmann is our longest yet. Pardon our loquaciousness, but there was just so much to talk about. Criteo is one of the high flyers in the data-driven marketing space, with a […]

Demand-side platform The Trade Desk wants a bigger slice of TV ad budgets. The company on Thursday rolled out a connected TV targeting and attribution tool designed to extend digital buying capabilities like retargeting and audience matching into the over-the-top environment. According to CEO Jeff Green, connected TV inventory available through The Trade Desk increased […]

“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 Ramsey McGrory, chief revenue officer at Mediaocean. In February 2013, I developed a simple data framework to demystify the data landscape and explain why technology and media companies were building […]

When fans visit the newly built Mercedes-Benz Stadium in Atlanta, they immediately face an entranceway deliberately stacked with visuals: a giant falcon statue, a halo-shaped video scoreboard and a view of the city skyline. The first thing many do is take a photo and blast it across social media. And as they do, stadium staff […]

Remember that consortium led by LiveRamp, MediaMath and AppNexus to develop a cookie-based identifier that could be used consistently across the open exchange? While live tests are still set for October, ad tech vendors are hesitant to buy in due to LiveRamp’s exclusive role as a cross-device option. MediaMath is already out, said John Slocum, […]

The IAB Tech Lab launched a blockchain working group on Monday to explore how the digital ledger technology can benefit the advertising industry. Read the blog post. Richard Bush, chief product and tech officer at NYIAX, and Michael Palmer, mPlatform’s global director of product, co-chair the group – which is looking for members to join […]

John DeVine, Oath’s newly minted CRO, faces a steep challenge in integrating Yahoo and AOL’s sales organizations. “Priority one is cultural alignment and making sure we have clarity on who our clients are and where we’ll win in the marketplace,” DeVine told AdExchanger. “We’re going through the process now to bring the two sales teams […]

Six ad industry trade groups have called for Apple to rethink an upcoming change to Safari that will unilaterally block some first-party cookies. Apple’s Safari browser started blocking third-party cookies by default earlier this summer with the release of its Intelligent Tracking Prevention, a machine learning-based feature that discourages cross-site user tracking. But an extension […]

The EU’s General Data Protection Regulation (GDPR), which will become law next May, is stressing out the marketing industry. “I have a feeling that people are just scared,” Acxiom’s European privacy officer, Sachiko Scheuing, told AdExchanger at Dmexco in Cologne, Germany. That fear may be preventing many advertisers from speaking up in the debate over […]

Marketers, forget virtual reality (VR) for now. VR and augmented reality (AR) often get lumped together, but AR is the consumer-facing technology that’s taking center stage. At a special event on Tuesday, Apple unveiled an assortment of new hardware and software, including iPhone 8, souped-up Apple TV, the next generation of Apple Watch and a […]

The IAB Tech Lab wants to change its OpenRTB 3.0 programmatic auction standard so that it authenticates basic details of the transaction, like the identity of the seller. The current OpenRTB standard assumes buyers and sellers honestly identify themselves and their intentions – but some shady players took advantage of that honor system. One problem […]

Mindshare launched a service on Thursday designed to let programmatic planners automate targeting, which lets them create lots of segments quickly. The system, called ANNA, is still in beta and uses AppNexus’ demand-side platform (DSP) and a new API from dynamic creative optimization (DCO) platform Jivox. “Physically, you wouldn’t have time to sit in a […]

AppNexus and Index Exchange have the broadest adoption of their adapters and wrappers, according to the first-ever Header Bidding Index – a report from ServerBid, an Adzerk spinoff that builds wrappers for the demand side. Seventy percent of the top 1,000 publishers running programmatic advertising use header bidding, according to the report, which ServerBid created […]

The podcast industry is about to take a bite out of a formerly forbidden fruit when Apple shares its podcast listener data with publishers this fall, and it’s sure to be a hot topic at the IAB’s annual podcast upfront in New York City on Thursday. In June, Apple said it would share aggregated online […]

Before Yieldbot CEO Jonathan Mendez laid off one-third of the company’s employees in mid-July, the company had suffered a series of setbacks. With $10 million in funding last year, Yieldbot bet on a header bidding wrapper that didn’t pay off. Instead, AppNexus won the header bidding wrapper wars with Prebid. Then it had a bad […]

Location-based apps are getting an unexpected reprieve from Apple’s blue bar mandate, an overlay at the top of the phone screen designed to tell users how and when apps are using their location data. In the fifth beta of iOS 11 (the mobile operating system is set to ship Sept. 13), Apple reversed course on […]

Pacific Data Partners CEO Pieter De Temmerman will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on Oct. 25-26. Account-based marketing (ABM) may be the all the rage among B2B marketers, but technographic marketing is emerging as a complementary targeting tactic. Marketers use ABM to target specific roles at a company or companies, while technographic marketing targets […]