Technology

If you’re looking for a deep dive into Google’s advertising business, you’re not getting it in an earnings call. Google reported FY 2014 revenue of $66 billion, up 19% YoY. Its Q4 revenue was $18.1 billion, all inclusive of traffic acquisition costs (TAC), which were $3.6 billion in Q4 (22% of ad revenue). Read the […]

App attribution company TUNE is dog-earing a significant chunk of a new funding round to go on a hiring spree. Announced Thursday, the Series B cash injection was led by Icon Ventures (which happened to have rebranded from Jafco Ventures on Monday), with contributions from Performance Equity Management and Accel Partners, the latter which also […]

DC-based XAPPmedia builds voice-activated mobile ads, and the company wants to use these units to bridge traditional and digital broadcasting. To advance that goal, XAPPmedia on Wednesday debuted a mobile audience ad service called JAX in partnership with mobile app developer jacAPPS. JAX is designed to let commercial and public radio stations monetize their mobile […]

With all the recent talk about automating the ad-buying process, it’s easy to forget about content. But Drew Panayiotou, president and CEO of BBDO’s Atlanta division, thinks agencies will sink or swim depending on their ability to produce the “next generation of content.” “Content is dramatically changing as media is changing,” Panayiotou told AdExchanger. Panayiotou […]

Linear TV as a distribution channel is splintering and the impact will be most felt in planning and buying around audience, said Forrester analyst and report author Jim Nail. In a survey of 3,166 adults in the Forrester report “Making Sense Of New Video Consumption,” released Friday, it’s estimated that only 46% of TV viewers […]

“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research.   When I recently kicked off a new research project about retargeting, many of the people I reached out to for interviews – marketers, agencies, and technology service providers – […]

PubMatic has created an API that allows media buyers to find and buy private marketplace deals through their DSPs. The second phase will bring automated guaranteed deals into their platforms through the same API. Early DSP partners include DataXu, MediaMath, SiteScout, The Trade Desk and TURN. “We’re confident this will put us in a leadership […]

Conversant (formerly ad net ValueClick and now owned by Epsilon, for those who haven’t updated their M&A scorecard) uncorked a private exchange Wednesday, designed to hook up programmatic buyers with 6,000 publishers via Deal ID. The ad tech company will build Deal IDs for advertisers working with a trading desk or using a demand-side platform […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Jeff Green, founder and CEO of The Trade Desk. Up until recently, it was unheard of for advertisers to put their Super Bowl ads online ahead of the big game. Today, it’s a smart […]

A tracking mechanism that won’t die, even when a user actively opts out? That’s one tough cookie. Privacy advocates are turning up the heat on Verizon Wireless again with a flurry of reports decrying what’s become popularly known as the “zombie cookie,” a unique ID header developed by Precision Market Insights, the carrier’s data-driven and […]

“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, co-founder and CEO at TripleLift.  Back in the early days of the web, it was fairly intuitive that every publisher couldn’t work with every advertiser. As a result, […]

There’s an understandable fascination with the rat-a-tat deal-making in marketing technology circles, but transformation of the marketing discipline will only come as Fortune 1000 CMOs embrace these changes. Extend your time horizon a few years, and this industry’s evolution is fundamentally a head game. For more on this, AdExchanger asked senior execs from two leading “marketing cloud” companies […]

Justin Bieber’s bulge. Those are three words you probably didn’t expect to see – but that’s exactly what was trending the most among college-age girls after images were released from the Bieb’s photoshoot for Calvin Klein underwear last week. For brands targeting girls 18-24, the question is at what point they should be all over that bulge, […]

Agency and ad tech vet Alan Schanzer landed at Pandora as SVP of Agency Relations on Jan. 13, and his goal is to broaden the streaming radio company’s relationship with advertisers. “I’ll be helping to develop Pandora’s strategy with holding companies, major advertisers and agencies, and, at the very top level, help them understand the […]

Last week at CES, Google had a lot to say about video and viewability. But the company is not a viewability virgin. It’s had a viewable impressions tool called Active View in the market for well over two years and will soon extend viewability reporting across YouTube, Google Display Network and DoubleClick for both desktop […]

Can BitTorrent – often regarded as the de facto file sharing protocol for online content piracy –achieve the legitimacy to attract brand advertisers? While that remains to be seen, the company took a step toward improving its ad offering when it unveiled a partnership with Adzerk on Wednesday. Adzerk, which works with publications like social […]

China is a market on the programmatic verge – Magna predicts that China and Japan will surpass the UK programmatic ad market by 2017 – and Alibaba seems more than ready to embrace it. The Chinese ecommerce giant revealed Wednesday that it’s become a majority shareholder in AdChina, a Shanghai-based digital ad platform that combines supply- and demand-side […]

The singles ad would read like this: Mobile native inventory seeks demand. In an effort to act as matchmaker, global mobile ad platform Opera Mediaworks launched Tuesday a private marketplace native extension of its mobile ad exchange, Opera Mediaworks Ad Exchange (OMAX), which until now had just focused on programmatic display and video. Because the […]

When Oracle bigwigs gathered Tuesday in New York to discuss the company’s platform strategy, they focused on data’s central role – which makes sense given Oracle’s acquisitions of Datalogix and technology and services platform BlueKai. Oracle’s data investments, as they pertain to the Oracle Marketing Cloud, manifest through the Oracle Data Cloud initiative spearheaded by […]

There’s a world outside of app stores and it’s App Annie’s goal to help developers capitalize on it. On Tuesday, the app analytics company announced $55 million in Series D funding and launched a tool that analyzes the usage data around popular apps, including active users (daily, weekly and monthly), the number of sessions, time […]

Data is a bit like a little black dress – it goes with everything. That’s especially true for women’s apparel brand Cache, which maintains an active ecommerce site and more than 230 brick-and-mortar stores in malls across the US. The data collection potential is huge. “In-store transactional data, online behavior, CRM data, offline purchases down […]

Adobe isn’t exactly synonymous with ecommerce. At least, synonymous in the sense of competitors SAP and Oracle, which have invested aggressively and acquired commerce-centric companies like hybris, ATG Commerce and Datalogix, respectively. The extent of Adobe’s commerce capabilities, to date, have spanned standard site analytics, A/B testing and tag management, but the Adobe Marketing Cloud […]

Programmatic has been gaining steam in the Asia-Pacific region, but the industry still lacks awareness and understanding, according to a new study from Singapore-based MediaQuark. Of the 108 respondents to the company’s survey, 62% said that a lack of industry understanding was one of the biggest challenges for programmatic in the APAC market. Looking at […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, senior director of business development at Index Exchange, a division of Casale Media Inc. There is just one path forward for the sell side of digital advertising: total accountability. As fraud persists […]

Google’s big video reveal this week included a significant update to its premium video exchange, Google Partner Select. At the time of its launch last June, it was unclear how many participants initially were involved in Google’s effort to “bring together the best of brand advertising with the best of programmatic,” Neal Mohan, Google’s VP […]

Hear that? It’s the sound of Google quietly mentioning that it plans to report on audibility for video ads at some point later this year. The audibility reference was buried as a footnote toward the end of a larger update on Google’s intention to roll out viewability reporting across all of its ad platforms, including […]

“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 Matt Scharf, manager of display media operations and analytics at Adobe. Contrary to popular belief, out-of-view impressions aren’t worthless. As controversial as that sounds, impressions that are never seen can […]

Just a few months after it hired Digilant COO Nathan Woodman to take charge of its demand-side business, IPONWEB has nabbed another well-known ad tech guy. The 13-year-old ad platform company has hired Bob Walczak, VP product at PubMatic, to oversee BidSwitch, its ad exchange-like product. At IPONWEB, Walczak will run sales and business operations for BidSwitch, a […]

Video platform M&A exploded in 2014, particularly in the second half of the year, according to data from Coady Diemar Partners. A report from the boutique investment banking firm highlights substantial growth in the ad tech sector, led by demand for technology assisting in the convergence of TV and digital video. Four of the top 11 […]

As it turns out, Acxiom’s LiveRamp and Datalogix were friends all along. The duo – sometimes portrayed as rivals in the data onboarding space – on Monday revealed they’ve expanded their existing partnership through 2017. At the time of Acxiom’s $310 million acquisition of LiveRamp last spring, CEO Scott Howe compared Acxiom to Switzerland. That is, […]