“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Rany Ng, product management director, video and TV advertising, DoubleClick by Google. I enjoy a good binge-watching session of “Breaking Bad” as much as the next person. But when it comes to television, what […]
The digital marketing technologist isn’t exactly a new kid on the block in the enterprise, given Gartner’s prediction – in 2012 – that 70% of companies employed one. But the job title has definitely evolved as many of the technologies that fuel brands’ consumer interactions – from data-management platforms to CRM to commerce systems – […]
What’s the future of content distribution and monetization, particularly as major players like Facebook, Google and Verizon make strategic moves to capture more share in mobile video? This was the dominant theme at JW Player’s JW INSIGHTS conference Tuesday in New York, where a group of execs from Google and AOL’s likely owner, Verizon, gathered for the […]
BidSwitch on Monday announced a feature for its API that will incorporate the OpenRTB2.3 standards, opening up new sources of native supply and, according to BidSwitch GM Bob Walczak, “[enabling] a much higher degree of innovation and efficiency in the native market.” BidSwitch’s value proposition is its ability to integrate once and then connect with […]
“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 Ali Bohra, director of product marketing at Adobe. Are you reaching your audience where they are most often? It’s an increasingly important question for marketers today. The rapid proliferation of […]
Taboola is paving the way to enter the Chinese market. On Monday, it revealed it had received a multimillion-dollar investment from Chinese search provider Baidu. Baidu does not name the level of investment unless SEC rules require it. “The goal behind the investment is to work together on launching native advertising in China,” Taboola CEO […]
It’s time for the next can of worms: mobile viewability. And the mobile ad vendors are already on the scene. Less than two weeks after the Media Rating Council (MRC) issued its long-awaited interim guidance on mobile viewability measurement, three separate mobile media sellers – Millennial Media, 33Across and JUICE Mobile – have announced their intention to offer a 100% […]
Fatemeh Khatibloo, principal analyst at Forrester, will appear at AdExchanger’s CleanAds I/O conference on June 3, an event addressing inventory quality and supply chain issues in the digital advertising ecosystem. As adland moves to clean up the supply chain and weed out fraud, the consumer perspective on data safety risks is becoming an afterthought. Fatemeh […]
Acquisitions and earnings – Sizmek likes to multitask. On Thursday, the company announced its Q1 2015 results and its intention to buy mobile DSP StrikeAd for $11.7 million. Excluding StrikeAd, revenue from mobile formats, in other words HTML5-related revenue, was up 103% YoY in Q1 2015, while in-stream video revenue increased 10% in the same timeframe. […]
Wayne Gattinella, CEO of DoubleVerify, will appear at AdExchanger’s CleanAds I/O conference on June 3, an event addressing inventory quality and supply chain issues in the digital advertising ecosystem. Because of the high demand for mobile location-based data, it’s a big opportunity for fraudsters looking to game geo-coordinates. “With more money flowing to place-based advertising, […]
Interactive audio ad firm XAPPmedia closed a $3.8 million round of Series A-1 funding on Thursday, which it will use to crank up its offerings for Internet radio publishers. With its latest funding, XAPPmedia will add staff and develop new interactive capabilities, many of which are being designed at the request of customers such as […]
Percolate, which has been compared to social publishing platforms like Buddy Media, has raised $40 million to take on enterprise marketing cloud acquirers and standalone social point solutions. The Series C round, led by Lightspeed Venture Partners, brings Percolate’s total funding to $74.5 million. It raised $24 million in Series B last spring, which the company’s co-founder, James Gross, said is […]
Verizon has access to deterministic data – and now it ostensibly owns the programmatic tech to put that data to work via AOL, which the telecom bought for $4.4 billion on Monday. This isn’t Verizon’s first stab at ad tech. Precision Market Insights, the company’s addressable advertising division, has been groping about, with various degrees of […]
While activist investors like Starboard Ventures LLC had advocated for an AOL-Yahoo merger, Verizon’s intent to purchase the former seems to have dampened that plan. So where does that leave Yahoo? “No different than they were before,” said Pivotal Group analyst Brian Wieser. “In a bad position.” Not everyone has such dire predictions. Cantor & […]
ZenithOptimedia Chief Investment Officer John Nitti will be a speaker at AdExchanger’s CleanAds I/O conference on June 3, an event examining issues and solutions around fraudulent inventory in the online advertising ecosystem. Clients hold their agencies accountable when they run campaigns heavy on fraudulent traffic or misrepresented inventory. While ZenithOptimedia, part of Publicis, understands that […]
Even as marketers increasingly see native programmatic as a part of the core digital arsenal – alongside video, display and mobile – industry leaders like Sharethrough have encountered a lag in adoption from major DSPs. Part of the problem is that the existence of technology solutions hasn’t had a chance to sink in with brands […]
In the first quarter, TubeMogul’s self-serve software, called Platform Direct, accounted for 78% – or $55.3 million – of total advertiser spend running through the company. The video demand-side platform (DSP) has worked to migrate managed services clients onto its platform, which could garner the recurring revenue and customer-retention rates characteristic of enterprise software deployments. Agencies accounted for 37% of Q1 spend on […]
If Verizon closes its $4.4 billion AOL acquisition, it will mark one more marriage between a telco and an ad tech company. It’s also a harbinger of more to come. Last summer, Australian telco Telstra grabbed a majority stake into streaming video distribution platform Ooyala and then bought video supply-side platform Videoplaza. In 2012, Singapore […]
Mobile is big and video is big – and putting the two together presents a gargantuan advertising opportunity that Verizon will be primed to capture if it closes on AOL. “Verizon has been trying to figure out how to grab a bigger share of the ad tech pie, so the move makes sense strategically on […]
As the media and tech worlds absorb news of Verizon’s planned acquisition of AOL, the largest unanswered question revolves around the fate of The Huffington Post Media Group, a unit that includes the eponymous publication as well as TechCrunch, Engadget and others. While Re/code’s Kara Swisher reported “advanced discussions” for AOL to sell its flagship media […]
On Tuesday, Gigya, a company that develops customer identity management solutions for Fortune 500 brands, rolled out IDX Marketplace, a platform anchored by 50-plus marketing and ad-tech partner integrations. Gigya claims users can activate audiences across a variety of partner tools, including data-management platforms like Krux, Adobe AudienceManager and Lotame; marketing clouds like Oracle and […]
Nestlé found its sweet spot through a recently executed branding campaign for its Nescafé Dolce Gusto brand. For its first-ever wholly programmatic ad campaign, the European java vendor tapped UK-based online marketing firm Jellyfish to drive sales of its coffee machines. The goal was to maximize the efficiency of its display advertising, without compromising on […]
Kelly Liyakasa contributed. Verizon will acquire digital media and ad tech platform company AOL in a cash transaction valued at $4.4 billion. The deal vaults the telecommunications company into the media and ad tech sectors and gives it a “three screen” relationship with consumers across desktop, mobile, and television. “It’s really one of the moments in time where […]
The Trustworthy Accountability Group (TAG), a group created by the IAB, ANA and 4As late last year, have announced the creation of a Fraud Threat List through which members will share URLs they consider fraudulent to create a master blacklist. “We are developing a registration program to create a safe zone for the digital advertising […]
Plenti, the new American Express-operated loyalty coalition, seeks to streamline the rewards program. The premise is that consumers can gather loyalty points for up to two years from a variety of partner brands, including ExxonMobil, Hulu, Macy’s, Rite Aid, Direct Energy, Nationwide, AT&T and Amex, and can redeem those points across participating Plenti merchants. “The […]
Just over half (54%) of all video ads across the web are viewable compared to YouTube’s 91% average viewability rate, according to a Google report released Friday. It’s not surprising Google is releasing video viewability figures, given its investment in TrueView formats for brand advertisers, which are sold on a cost-per-view basis. Google claims it […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, VP of business development at Index Exchange. In order to effectively leverage viewability in a programmatic marketplace, buyers and sellers need to start thinking of it as a currency and not as […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
IBM has big digital marketing dreams. Last spring, those dreams warranted a $100 million commitment to future marketing investments. Wednesday saw the latest development, when IBM hooked its own marketing solutions into various Facebook ad products including the CRM matching program Custom Audiences to enable things like lookalike modeling. IBM also is expanding its Digital […]
An attention economy solves for viewability. That’s the thinking at real-time analytics firm Chartbeat, which announced $15.5 million in Series C cash on Wednesday, bringing the company’s total funding to $31 million. The bulk of the round, led by Harmony Partners, with participation from DFJ, Index Ventures and Digital Garage, will go toward building products […]
AppLovin is growing at a blistering pace, but Wall Street investors remain cautious about the business.
High-end ad blockers mimic some of the same behavior as bot traffic. So WiseGuyGaming repurposed the tools it was already using to identify bots to reveal its ad-blocking audience as well.
Criteo has weathered considerable storms in its day, including a painful moment in March 2020 when its market cap bottomed out below $500 million. Can it pull off yet another turnaround?
Disaffection and outright anger toward US sports institutions run deeper than logo-cluttered fields. Leagues and teams are sacrificing player safety and fan enjoyment for marketing dollars.
People Inc.’s referral traffic from Google search is down 70% over the past two years, and by 26% in Q3 alone. But its digital revenue is still growing, albeit slowly.
On Tuesday, Chord, a six-year-old commerce tech startup, acquired Zenlytic, an AI startup with an anthropomorphized data analyst agent named “Zoë,” for $5 million.
