Technology

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 […]

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. After graduating Stanford in 2010 with a degree in math and computational sciences, Anneka Gupta took her first software engineering job with a company called Rapleaf. That was seven years ago, and she’s still there – though the company and its positioning have changed utterly. […]

Cross-screen startup VideoAmp said Thursday it has raised a $21.4 million Series B growth round led by Mediaocean, with support from existing investors, including the German broadcast giant RTL Group. Mediaocean CEO Bill Wise will join VideoAmp’s board of directors. VideoAmp has raised $36.6 million in total and will use the growth financing to hire […]

MoPub is getting very cozy with its viewability vendors. On Thursday, the Twitter-owned mobile ad exchange released the latest version of its SDK, bundled with viewability support from Integral Ad Science and Moat. MoPub’s SDK is integrated with just shy of 50,000 apps. As the buy side bangs the drum on independent verification and uniform […]

In its short, two-year lifespan, FuboTV, a streaming video service specializing in live sports content, has mostly monetized through paid subscriptions. But after raising a $55 million Series C round in June – and pushing to grow subscribers for its new skinny bundle, Fubo Premier – it’s turned its attention to its tech stack. FuboTV […]

Many advertisers want reach, but when Canada Dry executed a campaign with Spotify and Adobe, it optimized against a softer metric: mindset. “We don’t think of consumers as just 18-49-year-olds or young millennials,” said Brit Sundberg, programmatic media and data strategy manager for Dr Pepper Snapple Group, which owns Canada Dry. “We think of our […]

“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 Bill Wise, co-founder and CEO at Mediaocean, and Boris Mouzykantskii, founder, CEO and chief scientist at IPONWEB. With its ability to radically open up opaque transaction systems, blockchain is perfectly […]

In April, Verizon joined the ranks of Apple, Samsung, Citi and other enterprises when it hired its first chief customer experience officer. For the role, it tapped Disney and Capital One alum Scott Zimmer to help connect the dots between all channels that Verizon consumers come across. Unlike CRM, which originated in the late ’90s […]

Google’s latest anti-fraud measure aims to stamp out ad fraud by clawing back money from the exchanges where its DSP purchased fraudulent inventory. In Q4, DoubleClick Bid Manager will give advertisers the option to buy only from exchanges that will refund media spend for fraudulent inventory. Over the past month, Google’s DSP has issued advertisers […]

There’s been no shortage of ad tech M&A lately, and video’s been one of the biggest drivers of deal activity. “Thirty-six months ago, YouTube MCNs [multichannel networks] were the video solution of choice to reach audiences with compelling content,” said Elgin Thompson, managing director for investment bank Digital Capital Advisors. “Now, solutions intended to monetize […]

While Google claimed advertisers are returning to YouTube, new data from Standard Media Index reveals advertisers really did tighten their purse strings after the video platform’s brand safety scare. YouTube ad spend declined about 26% YoY in Q2, while ad spend spread across digital video platforms such as Hulu or network-owned video services, in comparison, […]

DoubleVerify said Wednesday that private equity firm Providence Equity Partners has acquired a majority stake in the company. AdExchanger reported in July that DoubleVerify was exploring a sale that would have valued the company in the $350 million range. The exact size of the Providence stake was not disclosed in the deal announcement, but The […]

“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 Eric Berry, CEO at TripleLift. Such is the state of the tech industry today that companies are trying to solve nearly every problem with the blockchain. Advertising technology is not […]

For the independent demand-side platform (DSP) market, it is the best of times, it is the worst of times. On the one hand, it’s unlikely any new scaled DSPs will enter the market. The costs to build a competitive platform – nine digits off the bat and another eight digits per year in operational costs […]