“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 Thaer Namruti, European strategy director at Acxiom. Before you can score points in any game, you need to know the rules. How is “winning” or “success” defined? In data-driven marketing, some […]
Time Warner subsidiary Turner Broadcasting revealed during its May upfront a centralized data-management platform to power its ad products. That system is the Turner Data Cloud, which the network souped up on Tuesday with data integrations to Epsilon, Krux and Oracle. Using Turner’s Data Cloud, a marketer can apply first-party audience data as well as […]
The IAB’s native advertising working group is building out recommendations that specifically address the promulgation of feeds. The group, which developed the OpenRTB 2.3 native formats, is narrowing recommendations into three categories: social feeds, news feeds and product feeds. Its focus on feeds indicates an ongoing trend in which traditional website layout, which has tended […]
While AOL’s absorption of Microsoft’s display, search and video ads business is indicative of Verizon’s digital media interests, industry insiders aren’t quite convinced the flagship publications it inherited through the AOL acquisition will stick around for the long haul. An early Huffington Post exec said Verizon will need to treat the media group like “a […]
Some bots are good, but most bots are not – and Distil Networks, which announced $21 million in Series B on Tuesday, has its eye on the latter. The round, led by Bessemer Venture Partners, with pinch hitting from Foundry, TechStars, ff Venture Capital, Idea Fund and Correlation Ventures, brings Distil’s total funding to $38 million. […]
In a new 10-year search-and-advertising alliance, Microsoft will transfer the lion’s share of its display ad business to Verizon-owned AOL. Under the deal, approximately 1,200 Microsoft employees will get offer letters from AOL, most of them in ad sales. Additionally, AOL will end its search distribution relationship with Google in order to accept Bing search and ads on […]
Turn on ad blocking and in most cases you’ll have a better user experience, a fact readily acknowledged by Sourcepoint COO and co-founder Brian Kane. Sourcepoint focuses on circumventing ad-blocking software. But rather than the problem itself, Kane views ad blocking as the surface manifestation of a deeper issue: “The value exchange between publishers and […]
Updated with comments from CEO Bill Wise. Continuing the trend of private equity investment in ad tech, Vista Equity Partners revealed Monday it had acquired a majority stake in Mediaocean, a company most commonly known for automating trafficking and billing software for ad agencies. The deal values Mediaocean at about $720 million, the company confirmed. Mediaocean was the result of […]
iProspect is best known for its heritage in search marketing. But the Dentsu Aegis-owned digital performance agency, which first opened its doors in 1996, is changing with the times. Today, content is where it’s at. “There’s a tendency in the industry at the moment to split down two different paths,” said iProspect global President Ben […]
Like all programmatic buyers, Xaxis faces a challenge – and that’s securing the best and most inventory for its clients. In a publisher waterfall, ad servers generally prioritize programmatic below direct-sold campaigns, prompting other buyers and exchanges to start asking publishers to implement a practice known as header bidding. But Xaxis, WPP’s trading desk (or, […]
Nielsen has a new program designed to give advertisers and agencies a clearer lens into the digital audience activation process, the company announced Wednesday at its Consumer 360 conference in Washington, DC. The inaugural set of “Preferred Platform Partners” includes BrightRoll, DoubleClick, FreeWheel, Moat, RocketFuel, TubeMogul, Tremor Video, Viant and Videology. Other ad tech platforms […]
Programmatic audio advertising platform Jelli unveiled a $21 million Series B funding round Tuesday, led by Relay Ventures, Intel Capital, First Round Capital, iHeartMedia and Universal Music Group. The round brings Jelli’s total funding to $37.6 million. Jelli will use proceeds from the round to support two major partnerships forged this year, one of which […]
In the wake of Apple CEO Tim Cook’s fighting words about data collection and a major study finding consumer sentiment toward online tracking is at an exasperated tipping point, it seems clear that privacy is having another “moment.” What’s an industry to do? Sources approached by AdExchanger sound a familiar chorus: Advertisers should increase operational […]
Microsoft wanted to drum up interest for its digital note-taking app, OneNote, and needed to reach a generation of students who’d grown up on Apple devices. A big part of its consumer push is bringing heritage products like PowerPoint and Word into the mobile age by supplementing these tools with new cloud apps. Last winter, […]
Undertone is consolidating around creative. The programmatic ad network acquired Buenos Aires-based rich media startup Sparkflow on Thursday as part of a move to integrate data-driven creative capabilities into Undertone’s overall tech stack, which it calls Virtuoso. The deal was on the smaller side, clocking in at “less than $20 million,” said Corey Ferengul, CEO […]
Krux is looking to overcome its industry perception as a publisher-focused data-management platform (DMP). This is one of the reasons why it hired Jon Suarez-Davis – previously Kellogg Co.’s VP of global media and digital strategy – as its chief marketing and strategy officer. Suarez-Davis officially starts Thursday and will report to Krux CEO Tom Chavez. “My […]
The traditional publisher waterfall, where impressions are exposed to sales channels in descending order of the perceived value of each channel, has always stuck in the craw of yield-obsessed media sellers. At its worst, the model ignores pockets of high-value inventory and reduces competition, and thus artificially caps a publisher’s revenue. Publishers have by […]
Are You a Human is looking to up its human headcount. The digital security and human traffic verification company plans to spend the majority of its $4.2 million in Series A cash, announced Thursday, to roughly double its current headcount from 25 to around 50 by the end of the year. The fresh injection, led […]
Ben Barokas – whose company AdMeld was purchased by Google in 2011 – unveiled his latest venture Thursday: Sourcepoint. The company, through which publishers can ask their audience to support the content either through general advertising, interest-based advertising or subscription, also raised a $10 Million Series A round Thursday, led by Spark Capital and Foundry […]
AdRoll wants to be known as more than purely a retargeter with its rollout Wednesday of “Prospecting,” a pool of potential customers a brand can reach into to improve incremental reach. This pool is fed by a stream of anonymized advertiser data called IntentMap, culled from the vendor’s 20,000 advertiser clients who opt in. About […]
Everyone knows Google needs to counter Facebook’s people-based marketing approach, unveiled with much fanfare last year as an answer to the twin measurement problems of device fragmentation and the crumbling cookie. On Wednesday it did so to an extent, making cross-device measurement of media exposures and conversions available in all DoubleClick ad products. The announcement, […]
Email advertising and marketing platform LiveIntent unveiled a $32.5 million growth equity investment on Wednesday, led by FTV Capital. Other investors include Battery Ventures, First Round Capital and Shasta Ventures. It will use the funds primarily to build out its platform and APIs for wider integration with other marketing tech companies like Salesforce, an effort […]
Salesforce.com wants marketers to know its paid media pitch extends well beyond the confines of social media now. On Wednesday, it revealed buyers can now activate CRM data for ad buys across mobile web, video, display and apps through a wave of new Active Audiences API partners: LiveRamp, LiveIntent, Neustar, Krux and Viant. Although Salesforce.com […]
Google’s longtime display ad honcho Neal Mohan made headlines last week when Re/code’s Kara Swisher reported, and AdExchanger repeated, that he might soon leave the company to take a plum job running product at Dropbox. Not so, it turns out. On Monday, a Google rep confirmed to AdExchanger that Mohan will stay on at Google’s DoubleClick division […]
In the latest chapter to a rather convoluted M&A tale, AppNexus will snap up ad tech firm Real Media Latin America (RMLA) from Peter Gervai, the Brazilian entrepreneur who paid $1 some 13 years ago to take it off 24/7 Real Media’s hands. The companies didn’t disclose the deal price or Sao Paulo-based RMLA’s revenues, but its […]
“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 Evan Krauss, vice president of emerging solutions at PubMatic. With 160 million people in the US listening to digital audio every day, advertisers’ ears are perking up at the possibilities. […]
As audiences increasingly find and engage with content on Facebook, publishers face two choices: Keep trying to monetize that audience off of Facebook, or find a way to sell their Facebook audiences to advertisers. Deseret Digital Media is going the latter route, using posts in its FamilyShare Facebook feed as part of the native advertising […]
TripleLift closed $10.5 million in Series B funding Thursday, led by Edison Partners. The in-feed native advertising company will use the funds to double its workforce from 50 to 100 employees and expand internationally, starting in Europe with the UK. The company will also devote a portion to research and development. “My hope is that […]
ABC, A+E Networks, Comcast and Canoe have initiated a pilot with broadcaster ad server FreeWheel to manage dynamic ad insertion in VOD and set-top box inventory alongside digital ads. Video-on-demand advertising has been relatively slow to take off, namely because of greater need for back-end integration in the underlying TV tech infrastructure. “The benefit for […]
Two months into a quality control effort designed to curb fraud, domain masking and other sketchy practices in its marketplace, AppNexus has offered some details on those cleanup efforts – and even given them a name. The company’s supply hygiene initiative, dubbed IQ, consists of three measures aimed at boosting transparency and accountability of media sold […]
With media megamergers, acquisitions and spin-offs left and right, the media landscape is changing at a pace that is difficult to keep up with.
Staying top of mind for potential donors is an ongoing challenge for Direct Relief. Nexxen’s audience curation helped it spread and sustain awareness.
Atria’s collective approach is a response to growing monetization challenges and the need to protect the value of human journalism in the AI era.
The current administration has discouraged many marketers and organizations from showing support for the LGBTQ+ community, including during Pride month.
As much as consumers complain about AI-generated content, advertising experts say AI still has an important place in video creation and production, including for ads. But using AI in content without turning off consumers is a tricky dance.
Smart TVs, refrigerators and other home appliances may pester you with marketing, but at least the hardware is cheap. Another startup taking a different approach to the same theory is Tovala, which was founded in 2015 and combines a standalone countertop oven with a weekly meal kit subscription.
