Technology

Amazon’s not lifting its foot off the gas pedal in the drive for more developer ad dollars. After revealing the Fire Phone only weeks ago, the ecommerce company tried to incent new app creation via a two-month promotion offering $6 CPMs on the Amazon Mobile Ad Network. The company is also making a European push, […]

Remember the scene in the movie “Kill Bill, Vol. 2“ where the vengeful heroine, the Bride, is buried alive in a coffin and has to pound her way out with her bare fists? That’s your video ad. It’s essentially trapped in a box and buried in the publisher’s web page, and whether it can get out […]

Missing in the Media Rating Council’s (MRC) definition of in-browser video viewability (50% in view, playing for two consecutive seconds) is any stipulation around audibility. This isn’t an oversight – the MRC chose not to institute an audibility requirement because the technology doesn’t exist to determine muting in all instances, said David Gunzerath, SVP and […]

Facebook’s purchase of video supply-side platform (SSP) LiveRail for $500 million underpins its deeper foray into video advertising and positions the social network as a major force in premium publisher monetization. While some experts argue the purchase is a direct response to Google’s recent launch of its programmatic video marketplace Google Partner Select, the sum […]

This is the third in a series on companies advancing programmatic buying in Russia. Read our recent Q&As with Yandex and ADFOX.  As programmatic buying starts to take off in certain countries, finding and analyzing audience data can be a major challenge to getting it off the ground. In Russia, at least one company has been tackling this […]

When Adobe Systems acquired French cross-channel campaign management company Neolane last summer for $600 million, it gained the ability to manage customer data at scale. Stephan Dietrich, cofounder of Neolane and now VP Americas for Adobe Campaign, one of six products that comprise the Adobe Marketing Cloud stack, said one of the drivers for joining […]

Want to see a marketer rip out her hair? Ask her to begin identifying consumers across devices. It’s not an easy thing to do, but vendors have been building tools to help. When Experian Marketing Services acquired 41st Parameter last October, it also got the latter’s subsidiary, AdTruth. AdTruth’s core product is the AdTruth ID, […]

Updated 7/2/14, 3:22 p.m. For the second time in less than a year, CRM and database marketing agency Merkle is on the acquisition prowl. This time, it gobbled up RKG, an agency that provides paid search, social marketing and comparison shopping engine services. With the RKG acquisition, Merkle CEO David Williams said the agency is […]

PubMatic had a good spring. The company won top honors in Forrester’s sell-side platform shoot-out, acquired a mobile ad server (Mocean Mobile) and hired up to support its product initiatives around programmatic direct. The macro strategy, according to CEO Rajeev Goel, is to provide a full stack spanning all publisher ad revenue. That means guaranteed […]

Adknowledge has acquired video analytics provider TriVu Media for an undisclosed sum, a move the former hopes will extend its ad targeting capabilities to YouTube advertising. The company is betting the big three sources of video inventory going forward will be native (by which CEO Ben Legg means inventory sold through a transparent network), Facebook […]

The Russian advertising market is one of marked interest for ad tech companies. Certainly Western mainstays like Google are working their way in. But it’s the local players that dominate. Consider Google’s recent partnership with Yandex to expand its inventory offered by Russian publishers. One such local player is ADFOX, a Moscow-based sell-side platform founded in 2005 […]

Danish ad tech provider Adform has released a first-generation data-management platform (DMP) through which its clients can monetize their data and increase yield. “There are a lot of publishers out there that want to monetize their data,” said Adform CMO Martin Stockfleth Larsen. “They’ve sold out inventorywise, but the one area that hasn’t sold out is […]

Before Brazil defeated Croatia at Arena de Sao Paulo to open the 2014 World Cup, the Coca-Cola Co. unfurled across the pitch the fruits of its biggest marketing campaign in its history: a giant mosaic called the “Happiness Flag.” But this campaign, which ended on the soccer field, began online. Activated across 175 countries, the Happiness Flag […]

“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. Despite being one of the most revered techniques in digital advertising, optimization remains a highly misunderstood concept. While everyone responsible for running a […]

Hulu, Condé Nast Entertainment and other members of the digital video and television industry laid out their measurement and monetization challenges on Wednesday at VideoNuze’s Online Video Advertising Summit. Brands and publishers are well aware of the growing popularity of applying programmatic to direct buys. Hulu for instance has reportedly beta-tested a programmatic exchange for more […]

When they write the history of programmatic advertising, June 2014 will go down as the month when you needed two hands to count the number of big advertisers running their machine-driven media buys in-house. Procter & Gamble, American Express and Mondelez all recently joined the small club of brands embracing exchange-traded media (existing members include Kellogg’s, […]

[X+1] has added a new component to its data-management platform (DMP) called Origin KeyChain to expand its offline targeting capabilities. “Prior to KeyChain, we could do offline targeting for our customers, but only for their customer IDs and not for prospects,” said CEO John Nardone. Here’s how it works. Generally speaking, DMPs gather user information […]

IZEA, a company that connects social media content creators with brands, recently rolled out a cloud-based “Sponsorship Marketplace” to help advertisers automate content distribution and measurement. IZEA’s network is comprised of over 50,000 registered advertisers and agencies. Some of the company’s agency partners include Mindshare, Starcom, Initiative, Ogilvy and Hill Holliday. Founder and CEO Ted […]

On Tuesday at the Cannes Lions festival, leaders of the world’s four largest agency trading desks participated in a panel hosted by Rubicon Project. The discussion touched on a wide range of topics, including deal automation, technology investment and transparency. One macro takeaway is that the so-called trading desks resemble each other less than they used to. […]

Amazon preluded its “big reveal” Wednesday (Fire phone) with a word to app developers: “We’re where you want to be.” The company also struck a deal Wednesday with BlackBerry to offer the Amazon Appstore as a lifeline to BlackBerry’s fledgling of an apps ecosystem. Amazon’s Appstore sits somewhere in the 240,000 app range, coming close to tripling its […]

When Xaxis released its proprietary data-management platform (DMP) last week, competitors backhanded the WPP-owned tech shop with compliments. On the one hand, $25 million is an impressive figure for a company to invest in technological innovation. On the other hand, what good is this technology if clients are scared off by Xaxis’ opaque business model? […]

Scott Ferris, GM of television and video at Microsoft Advertising, has been in the video biz for around three decades. For seven of those years, Ferris has been at Microsoft, heading up its video business group. Most recently however, he’s taken the lead role in what Microsoft calls its Content and Entertainment business group, which […]

GroupM made waves last week when Ari Bluman, chief digital investment officer for North America, said WPP Group’s media agencies will stop buying impressions in open auctions by the end of 2014. It turns out that’s not quite the case, as Brian Lesser, CEO of WPP’s Xaxis programmatic platform, made clear in public comments Tuesday […]

Adobe Systems’ fiscal Q2 numbers are in – quarterly revenue for the Adobe Marketing Cloud suite was $283 million, a 23% increase year-over-year. Adobe expressed strength in its outlook for Marketing Cloud, targeting 20% year-over-year future revenue growth. Adobe’s total fiscal second quarter earnings were strong, coming in at $1.07 billion with non-GAAP earnings at 37 cents […]

Why did Singapore Telecommunications’ ad tech subsidiary Amobee buy Adconion and Kontera for a combined $385 million? For Amobee CEO Mark Strecker, it was a matter of moving Amobee’s focus from mobile advertising to digital advertising. And the company needed Kontera’s technological assets and Adconion’s business organization to accomplish that. Once integrated, Amobee will have […]

Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an […]

Yet another data-management platform (DMP) has hit the market, at least for clients of Xaxis, WPP’s trading desk. The DMP, called Turbine, is the fruits of a $25 million investment. “The strategy we designed with Xaxis was to develop the pieces of the ad tech stack that gave the most competitive advantage to our clients,” […]

Apple caused a stir this week when news broke that the upcoming mobile operating system iOS 8 could deliver a blow to location-based trackers by scrambling the MAC (Media Access Control) address. Despite the name, the MAC address is not Apple-specific. Apple began restricting access to MAC addresses last September, when its release of iOS […]

Singapore Telecommunications’ intent to acquire cross-channel ad platform Adconion (at a $235 million valuation) and ad network Kontera (at a $150 million valuation), on behalf of its mobile ad solutions subsidiary Amobee, is yet another example of a telco diving deeper into ad tech. SingTel’s announcement arrives less than a month after news broke of […]

Independent media agency Harmelin Media, whose clients include BET and Blue Diamond Almonds, is constructing its own in-house trading desk. Working with TubeMogul, Harmelin, which used to work with a dozen vendors, will commit programmatic video buys to a single platform. Harmelin is doing this so it can be a better steward of client campaigns. […]