Technology

If AppNexus Chief Economist Gabriel Weintraub could go back in time to the beginning of real-time bidding (RTB), he would have designed a different type of auction. “Because you are targeting so finely, you are creating thin markets. So the question is, how do you create rules that alleviate that issue, especially from the publisher […]

Facebook just showed up to the header bidding party. Facebook confirmed it’s “exploring header bidding with a small set of publishers.” Those partners may include USA Today and Hearst, according to The Information, which was first to report the news. For Facebook, the move could mark a significant expansion of its Audience Network platform, expanding […]

Western ad tech companies looking for an exit only have a handful of choices. They can IPO like The Trade Desk (not likely), get acquired like Yahoo (slightly more likely), sell to private equity like Marketo or Mediaocean (only an interim solution) or, as is now becoming the trend, find a Chinese consortium with an […]

Xaxis, despite scrutiny of its principal-based buying methods in the ANA’s June report, will grow at a forecasted rate of 25% year over year, WPP said on an investor call Wednesday. Based on the holding company’s H1 earnings report, neither WPP nor Xaxis have yet taken a major hit from the ANA’s findings. Advertising and […]

Entrepreneur and investor Peter Pham knows teens, and the term “native advertising,” like, totally makes him roll his eyes. “I’m sick of hearing the word ‘native’ because nothing I’ve seen in the market is actually native to the experience,” said Pham, co-founder of Science, a tech incubator with a knack for getting startups off the […]

The wait is over. Demand-side platform The Trade Desk has dropped its S-1 filing with the US Securities and Exchange Commission, indicating plans to go public. The company hopes to raise $86.3 million in the offering, and management will maintain substantial control of the company. By contrast, Criteo sought $190 million in its IPO, Rocket Fuel […]

When DigitasLBi appointed Emily Macdonald as its first head of programmatic on Thursday, it wanted to ensure all employees across planning, buying, data and analytics teams are trained on programmatic buying. The newly created international role comes from Publicis Groupe’s recent reshuffle to integrate programmatic as a service across all of its agencies, beginning last year […]

Native is a big deal to The Atlantic, where sponsored content will comprise 75% of digital revenue this year. It employs a 30-person team, dubbed Atlantic Re:think, to create campaigns for clients like Porsche, TIAA and Cathay Pacific. The team operates with the philosophy that “engagement is an art and science,” said Michael Monroe, the […]

Since Betabrand crowdsources its ephemeral designs – including the “dress pant yoga pants” – it focuses on Facebook as a primary traffic source. The platform accounts for about 80% of the ecommerce brand’s acquisition budget, and more than half of its members authenticate using their Facebook credentials. Betabrand is no newbie at CRM and email […]

Kirthi Kalyanam will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. A lot of marketers are struggling with retargeting. According to a recent Millward Brown Digital poll of 300 senior brand, agency and media execs, 55% of them aren’t confident in their company’s grasp of the customer journey. “Historically, the advertising industry has […]

African mobile network Econet Wireless will pre-install Shine’s ad-blocking tech for 40 million subscribers across Zimbabwe, South Africa, Burundi and Lesotho. The deal, revealed Thursday, represents the Israeli startup’s third public telco partner and its second full integration. Although Econet will pre-install Shine’s network-level ad-blocking technology for all of its subscribers, government regulations require Econet […]

As publishers embraced header bidding, many programmatic buyers observed the trend from the sidelines. Since header bidding boosts yield for publishers by increasing competition, it follows that buyers may be paying more. But buyers wouldn’t necessarily know if that’s the case, since SSPs don’t note whether the impression comes through a header or not. If […]

Google’s Paul Pellman will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. Since Google acquired attribution company Adometry two years ago, it has sought to bridge the measurement gap between mobile, offline and digital conversions. Adometry gained more interoperability with other Google media and measurement products in March, when it was assimilated into Google’s new six-product […]

Facebook introduced a page-loading protocol on Tuesday that makes its ads almost indistinguishable from Facebook content, and thus prevents ad blockers from working on its site. Andrew Bosworth, the social media company’s VP of ads and business platform, said the change forces ad blockers to choose between not blocking ads or severely undermining the user […]

If Dentsu Aegis Network’s majority investment in Merkle goes through, the CRM and performance marketing agency will support Dentsu’s media-buying agencies. Those media agencies will gain access to Merkle’s proprietary tools, including a cross-device identity management system, a CRM-matching database for publishers and, most notably, the M1 audience platform. “The intent is that every agency […]

Kevin Akeroyd, SVP and GM for the Oracle Marketing Cloud, has moved on. Akeroyd was named CEO of Cision, a media intelligence firm serving the PR sector. The company’s somewhat dubious claim to fame is a database jam-packed with journalists’ email addresses, but it’s also pushing into areas such as job services and content marketing. […]

Salesforce has named CRM technology pioneer Bob Stutz as CEO of its Marketing Cloud, replacing outgoing CEO Scott McCorkle. McCorkle, a soft-spoken and well-liked exec, has for the past two years driven the marketing tech bus at Salesforce, a bus that has arguably been stuck in a fast idle since the company paid $2.5 billion […]

While “programmatic technology” has come a long way, many longtime players in the space are now reckoning with the term. AppNexus CEO Brian O’Kelley penned op eds about the “death of programmatic.” Rubicon Project SVP of market development Jay Sears also has acknowledged the limitations of the terminology. AdExchanger reached out to ad tech executives, some […]

  Header bidding is changing the industry and creating a new set of winners and losers. After a dismal earnings call, Rubicon Project’s stock fell 32% and lost $200 million in value Wednesday. Rubicon CEO Frank Addante said the company failed to respond quickly to the header bidding trend, sending its desktop revenue into decline. […]

French performance marketing company Criteo came out swinging yet again in its quarterly showing on Wednesday despite a 7% dip in its share price when the market opened. Revenue, excluding traffic acquisition costs, rose 36% to $166 million in the second quarter, with mobile ad revenue generating half of it for the first time. Criteo […]

Private equity firm Vector Capital has agreed to acquire ad tech company Sizmek. “Vector will acquire all of the outstanding shares of Sizmek common stock for $3.90 per share in an all-cash tender offer,” according to a release, which values the company at $122 million. Notably, Sizmek’s market cap, just prior to the acquisition announcement, […]

Podcast platform Art19 has taken a step to address the targeting and measurement problem standing between advertisers and a ripe audience of podcast listeners. The company’s platform hosts and distributes podcasts while letting advertisers better target and monetize their audiences through an API integration and an ad server. It launched with hundreds of shows from […]

WPP-owned ad network-slash-tech shop Xaxis has its first-ever Latin America CEO. Lucas Mentasti was promoted from the unit’s Latin America managing director to its chief. It’s a big step up from where he started in 2013, moving from Publicis-owned Starcom to head up Xaxis’ Latin America business. At that time, “head up” meant doing everything, […]

Rubicon Project CEO Frank Addante told investors on Tuesday that the company was slow to recognize the importance of header bidding to its publisher customers. As a result, desktop managed revenue declined 2% in Q2. That unexpected drop led Rubicon to lower its revenue guidance for the year. Rubicon’s FastLane header bidding product did not enter the […]

Malicious bots are getting more sophisticated and bot blocking companies are raising more cash – the arms race is in full swing. One such company, Distil Networks, announced $21 million in Series C funding on Tuesday as part of its bid to keep combating what CEO Rami Essaid called “a growing problem.” The round, led by […]

French video supply-side platform Teads has raised 43 million euros in debt financing – about $48 million – to continue pushing its outstream video ad formats. The financing came from several sources, including French multinational bank BNPP, Bank of China and HSBC. The company has raised $70 million in combined VC and debt, according to […]

One year ago, eBay put its enterprise marketing assets up for sale, and its commerce platform Magento was taken private again. Now Magento is making an acquisition of its own. The company revealed on Monday it had acquired RJMetrics, a Philadelphia-based advanced analytics startup. Financial terms of the deal were not announced, but RJ Metrics […]

Google parent Alphabet finished out Q2 2016 with $21.5 billion in overall revenue, a 21% jump from Q2 2015. It’s also a notable acceleration of growth rate from that year-ago quarter, when top line revenue grew 11%. [Read the earnings release.] The company chalked up the faster growth to investments in mobile and video. “The strength of the quarter […]

If you’re a developer looking to monetize and attribute spend across devices, Facebook and Google might soon become the only shows in town. “Bummer,” called out an audience member at Grow.co’s MAU event in New York City on Tuesday. As programmatic buying grows on mobile, so does the need for an analytics infrastructure that traces […]

Despite similar origins as Web 1.0 content portals, Yahoo’s inability to shake its roots and AOL’s decisive transformation into an ad tech company sent the two down starkly different paths, even as they both landed beneath Verizon’s big red checkmark: the communications giant purchased AOL for $4.4 billion last May and revealed its intention to […]