Oracle is buying domain services provider Dyn. While Oracle didn’t reveal the sale price in its release, former Forbes columnist Dan Primack pegged it at just north of $600 million. Dyn made waves in recent months after it was hit by a massive DDOS attack, which temporarily shut down major websites including Spotify and Twitter […]
Since launching “programmatic guaranteed” at the 2015 DoubleClick Leadership summit, Google says demand for programmatic execution of direct deals has skyrocketed. In the last 10 months alone it has quadrupled the number of video impressions served on a programmatic guaranteed basis. More recently, it opened this mode of buying to a wider set of customers, […]
LiveRamp will drop $140 million to finance its people-based marketing dreams. On Thursday, the Acxiom-owned onboarding company announced its intention to acquire two companies: Arbor, a marketplace for people-based data, and Circulate, which helps app developers monetize their first-party data in a privacy-friendly way. LiveRamp declined to say how much it paid for each company. […]
Facebook admitted additional measurement errors Wednesday, along with policy and organizational changes meant to narrow the trust gap between marketers and the mobile world’s leading ad platform. The news comes less than two months after Facebook disclosed that it had been overstating video engagement results, prompting backlash from agencies and concern from other digital media […]
MediaMath is talking up its data management capabilities. The company has rolled out a tool called Adaptive Segments, which lets a marketer gauge the performance of an audience and media placement before an ad runs. The enhancement come on the heels of Salesforce’s $700 million agreement to buy data management platform Krux, an indication that […]
Google is sticking with the script of “openness” in its publisher roadmap, citing a flurry of product updates designed to maximize publisher revenue, access to inventory and the user experience on mobile. There is an uptick in publishers, including USA Today Network, The New York Times and Time Inc., that are structuring direct deals programmatically, Google […]
Adobe’s $540 million acquisition of TubeMogul this week was a bet on more automation and addressability in TV. In addition, the deal gives Adobe Marketing Cloud – which is known for its strength in site analytics and creative – the ability to do more cross-screen media execution. TubeMogul has shown consistent growth quarter after quarter, following […]
Adobe will acquire the video demand-side platform TubeMogul for $540 million in debt and cash, the companies said Thursday. [Here’s the deal release.] The deal gives Adobe a sophisticated DSP capability for the first time. Though Adobe had display and search-buying capabilities via the Efficient Frontier acquisition (now Media Optimizer), Adobe has never been lauded […]
LinkedIn is going all-in on automation – promising to activate all display ads programmatically starting in 2017. In the meantime, it is expanding the number of native ad units that are available in a self-serve capacity. While advertisers could previously buy Sponsored Updates and text ads via LinkedIn’s self-serve campaign manager, they now can buy […]
Despite being one of the world’s largest commercial real estate firms, CBRE has a low profile in digital media. Until 2014, all of the 110-year-old company’s marketing was executed through traditional media. Then it hired Paul Suchman as chief marketing officer. An agency vet with a history at Young & Rubicam, OgilvyOne and BBDO, Suchman […]
In ad tech, even standards need standards. On Monday, the Interactive Advertising Bureau Tech Lab unveiled a compliance program for vendors to prove they’re adhering to the alphabet soup of ad delivery industry standards. Over the years, the IAB has developed a protocol for ad delivery: VAST for video ad serving; VPAID to allow video ads […]
For ad tech vendors, chances for exit are still slim and getting slimmer, according to a panel of investors at ad:tech New York at the Javits Center on Thursday. Warren Lee, a partner at venture capital firm Canaan Investors, an early investor in DoubleClick and Tremor Video, put it bluntly: Those who want to succeed […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Will Doherty, vice president of business development at Index Exchange. Header bidding is the rare ad tech phenomenon where the noise is equal to the fury. Its staggering growth and adoption has propelled it […]
Publishers are under pressure to scale and monetize, but those business realities can dampen audience experience. When Slate’s president, Keith Hernandez, called out janky links from content recommendation engines earlier this week, he noted that while they drive revenue, it’s often at the expense of quality. Hernandez, who started at Slate a year ago after […]
Buyers can now purchase Meredith’s shopper marketing display units programmatically through a private marketplace set up through The Trade Desk. The units used to be available only through direct buy. “There is a lot of talk of the IO business migrating into programmatic, but a lot of that IO business is custom opportunities like this,” […]
Criteo says it is beta testing a product that would allow it to directly integrate – and give it priority access – within publishers’ header bidding wrappers. Wrappers help publishers organize tags from multiple header bidding partners and are commonly billed as a way to manage latency and other complexities, like ensuring bid requests are properly […]
AOL, which has signed more than 100 publishers to its header-bidding solution over the past year, is adding a wrapper so publishers can easily integrate multiple header-bidding partners. The company, which works with tens of thousands of publishers, will do the integration work for its wrapper clients. (AOL claims it won’t give an advantage to […]
Casino gaming and hotel giant Caesars Entertainment is ramping up its people-based marketing efforts, and it’s tapping Acxiom-owned data onboarder LiveRamp for identity resolution. “There are a lot of data partners out there for first-party data, for second-party data, for third-party data,” said Dwight Pirtle, internet marketing manager at Caesars. “But we’re looking to identify […]
Tailoring individual messages to someone based on past behavior is easier said than done, since media and creative usually operate independently. Spongecell wants to fix some of the issues stymying dynamic creative optimization (DCO) at scale in the programmatic space, and has raised a $10.5 million growth round in combined debt and equity financing from […]
This is the fourth installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with Nazanin Jazayeri, Andrew Klein and Ella Chinitz. When Freddie Liversidge joined Essence in 2013, the agency’s programmatic practice he was tasked with building out had just three people. Now it has […]
Google is seeing strong growth in its dynamic allocation exchange bidding, countering the advantages gained by other exchanges via header bidding. Six months ago, Google reversed its DoubleClick for Publishers (DFP) policy when it opened the server up to third-party exchanges. Since then, it’s more than doubled the number of outside exchange partners, adding Smaato, […]
When Publicis Groupe shed its trading desk model, the holding company had to train employees across its media and digital agencies to execute programmatic campaigns. The transition was led by Carol Sinko, VP of global learning strategy at Publicis Media, and Rick Ransome, associate director of global learning strategy. On Wednesday, they told attendees at […]
The Federal Communications Commission (FCC) passed a stringent set of online privacy regulations on Thursday. The law, expected to go into effect next year, expands the FCC’s mandate over internet service providers (ISPs), which will soon have to obtain individual consent to use data drawn from a subscriber’s activity, such as web browsing, app usage […]
Workflow management software provider Mediaocean will integrate with four demand-side platforms (DSPs) to automate programmatic account management and billing for its agency partners, the company announced Wednesday. The program, announced at AdExchanger’s Programmatic I/O conference in New York City and called Connect Programmatic, launches with DSPs TubeMogul, The Trade Desk, Rocket Fuel and MediaMath on […]
Welcome to episode No. 4 of AdExchanger Talks, a new podcast on data-driven marketing. Let us know if you like it, and please subscribe via your preferred channel. Use the player below to listen now. Joe Zawadzki is an original gangster of ad tech, having founded multiple companies, including [x+1] and MediaMath, and angel-backed some 40 others. […]
Just weeks after acquiring HookLogic for $250 million in an all-cash deal, Criteo is pushing into paid search. Criteo played primarily in performance display until now, but its Predictive Search product marks its first major move into a different part of the marketing funnel. It’s a $33.2 billion market that’s dominated by Google, whose Shopping […]
Artificial intelligence (AI) is surging in ad/mar tech land. Or resurging, depending on how good your memory is. IBM continues to push Watson, and, in the run-up to their respective conferences, Salesforce and Oracle talked up their own AI initiatives. Also, Google, Facebook, IBM, Microsoft and Amazon banded together to create best practices around […]
When online infrastructure company Dyn got hit by three DDoS (distributed denial of service) attacks Friday, it shut down major sites using Dyn, including Twitter, SoundCloud, Spotify and The New York Times. The attack also disrupted the ad industry. Even if a publisher wasn’t affected, the attack impacted many of the tech partners delivering and […]
To even the most casual observer, AT&T’s $85.4 billion bid for Time Warner appears to accelerate the multiyear land grab between telcos like Verizon and the media and ad tech hybrids like AOL. Although the deals have obvious similarities – both AT&T and Verizon are mobile carriers seeking to grow subscribers and diversify their infrastructure […]
The ability to buy directly from a publisher, both programmatically and through direct integrations, is transforming agency media-buying practices. Premium inventory is going programmatic thanks to private marketplaces (PMPs) and programmatic guaranteed deals. Meanwhile, header technology has reinvented the way buyers connect with some media sellers. These converging trends have empowered more agencies to go […]
MMM can tell marketers what worked, but Lifesight’s open-sourced forecasting tool aims to tell them what to do next.
As programmatic buying becomes more common in audio, marketers and platforms fight the temptation to cram in as many placements as possible.
Connected TV advertisers are still pining after show-level control. And PubMatic announced contextual targeting at the episode level is available to media buyers accessing CTV inventory through its platform.
Rather than relying on machine learning, SQREEM uses a mathematical AI model to track how systems change over time and predict audience behavior.
Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.
Indie agency KWG says sell-side curation can target more high-performing inventory with better match rates and lower data fees than buy-side curation.
