Demand-side platform The Trade Desk has received $20 million in Series B funding led by Hermes Growth Partners. The Ventura, Calif.-based company told AdExchanger the move was a natural response to growth in demand for programmatic platforms globally. “We made a strategic decision that we wanted to take in more capital,” CEO Jeff Green said, […]
OpenX Technologies on Wednesday rolled out a mobile native ad exchange called Native O/X. The “native” ad formats include in-stream display, rich media and video ad units that are inserted into an app’s content. OpenX’s launch partners for the exchange include IconApps, Tagged, Run, Mediasmart and Celtra. Presenting ads in a format that matches the […]
Zumobi, a Seattle-based mobile media and advertising technology company that supplies integrated app content to brands and publishers, launched Wednesday the Zumobi Brand Integration Platform for Marketers. Zumobi operates premium mobile app network The Zumobi Network and has worked with publishing partners like Hearst Digital Media and MSN to monetize its mobile apps through its […]
Russian search engine Yandex and Google have agreed to give their respective advertisers mutual access to the real-time bidding (RTB) ad exchanges. Under the agreement, Google’s clients will have access to the advertising inventory offered by publishers in Yandex’s Advertising Network (YAN), while Yandex’s clients will be able to bid on display ads on Google’s DoubleClick Ad […]
A deal between Google and a collective of 42 local media holding companies could enable private exchange deals spanning some 800 newspapers and 200 broadcasters. The agreement is the first in a series of projects that the so-called Local Media Consortium (LMC) – formerly known as the Yahoo Newspaper Consortium — will bid out to […]
Is the union between Oracle and BlueKai, in the words of Ovum Research Senior Analyst Gerry Brown, a case of “the cat amongst the pigeons?” There might be some credence to the idea. As Brown points out, BlueKai is (or has been) a champion of open systems. Oracle is not. “Certainly few BlueKai partners will […]
In emerging markets worldwide, where mobile-first internet users are more common, mobile programmatic has become an interesting space for ad tech companies and advertisers alike. Vserv, a mobile ad exchange working exclusively in emerging markets, launched its mobile RTB platform in December 2013. Dippak Khurana, the co-founder and CEO of Vserv, has been working in […]
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. The rumor mill exploded late last week, with talk of a BlueKai acquisition by technology giant Oracle, and today, Oracle made it official. Extending the thinking from a […]
Oracle’s planned acquisition of data exchange and solutions provider BlueKai pushes Oracle deeper into marketing tech. Like its peers IBM and SAP, Oracle had prioritized business departments like supply chain, finance and HR above media buying and digital marketing. And rather than building a marketing and ad stack from scratch in order to clinch CMO […]
Enterprise software provider Oracle moved further into targeted advertising by acquiring BlueKai, a third-party data provider and data management platform (DMP). Analysts and vendors differ however, on the mobile advertising implications behind the acquisition. Bluekai’s technology will be combined with Oracle’s Responsys application, which is geared toward B2C marketing campaigns, as well as Eloqua, which […]
While not every marketer buys in to the notion of an all-in-one marketing cloud, there are others for whom investing in a full-scale suite is the best option. Malaysia Airlines, which has licensing agreements to use five of six Adobe Marketing Cloud solutions, doesn’t have the luxury of time. “We’re at a critical juncture,” said […]
Apple startled advertisers and the mobile app community earlier this month when it rejected several apps from the Apps Store for deriving data from the Identifier for Advertisers (IDFA) without serving ads. It is unclear whether Apple will continue to restrict certain uses of the IDFA, but advertisers are already looking for alternative solutions. AdExchanger […]
Oracle will acquire data services and technology company BlueKai for an estimated $350 to $400 million, bringing together one of the largest enterprise software companies with a market leading data management platform (DMP). If the acquisition goes through, it would help solidify the Oracle’s previously uncertain position in the digital advertising space. It also represents […]
Despite Wine Enthusiast’s history marketing through direct mail, the purveyor of accessories and storage for wine connoisseurs is pushing into digital channels to complement its catalog business. Founded in 1979, Wine Enthusiast has published more than 300 million catalogs to date. It has a publishing arm, several Internet properties and a B2B distribution division responsible […]
Marketers need to fundamentally rethink the traditional purchase funnel if they want to effectively target media and messaging in the future, says Kate Sirkin, EVP and global research director of Starcom MediaVest Group (SMG). Leading a discussion at Publicis Groupe’s New York headquarters Thursday alongside social analytics agency Mashwork, Sirkin discussed how social data is unlocking […]
Positioning its latest purchase as another effort to clean up the fringes of the display ad ecosystem, Google’s Neal Mohan announced today the acquisition of spider.io and its seven employees, led by founder Douglas de Jager. Terms of the deal were not disclosed. In a post on the DoubleClick Advertiser blog, Mohan wrote: “Today we’re […]
Media-buying platform Rocket Fuel’s growth continued to shoot up in the fourth quarter, driven by – according to CEO George John during the quarterly call – a high customer-retention rate, increased sales productivity and reputation. The company reported gross revenue of $85.6 million in Q4 2013, a 113% increase from the same period last year. […]
Criteo has acquired fellow French email marketing and retargeting company Tedemis for €17 million up front with €4 million deferred (based on mutually agreed upon milestones), further underscoring the importance of email data in ad tech. “Criteo and Tedemis are part of the wave to tie different channels together for a more integrated digital marketing […]
Google has notified some customers of its DoubleClick for Publishers (DFP) suite that they will no longer have access to DFP phone support or dedicated account reps. The tweak appears to be the result of a decision to raise the ad serving threshold at which publishers qualify to get managed services. A Google rep said […]
The New York Times, which last May made a move – albeit reluctantly – toward programmatic media selling with the hire of the company’s first director of programmatic advertising, Matt Prohaska, seems to have backtracked. Prohaska’s position, AdExchanger has learned, has been discontinued as of Tuesday afternoon. Prohaska was not available for comment. It is unclear […]
Attention, traditional television media buyers: You may soon be replaced by an algorithm. According to “How Software Is Eating Video Ads And, Soon, TV,” a new report from Forrester, programmatic buying has made serious inroads into the online video ad market. As automation of media buys becomes more common and viewing hours of online video […]
Mobile advertising firm Amobee launched Wednesday a platform update, Amobee LTV (an acronym for “Lifetime Value”), designed to provide app publishers and advertisers insights into who their users are and how they’re using the apps. The release follows Apple’s rejection of apps that derive data from the Identifier For Advertisers (IDFA) without serving ads, a […]
Acxiom CEO Scott Howe discusses what his company offers in terms of linking consumers across devices. This is the final part of an interview series that previously featured John Nardone, CEO of [x+1], Omar Tawakol, CEO of BlueKai, and Bill Demas, CEO of Turn. In terms of cross-device linkage, what do your clients want and […]
A week after teaming up with Google, comScore unveiled Tuesday three new partnerships with data brokers Acxiom and Epsilon and digital media company Batanga Media. While comScore’s collaboration with Google involved adding real-time metrics to its validated Campaign Essentials (vCE) platform via Google’s DoubleClick platform, comScore intends for its latest partnerships to expand its data […]
Enterprise technology providers like Adobe, Oracle and Salesforce.com have engaged over the last four years in a marketing cloud arms race, snapping up point solutions at breakneck speed. Consider that from 2010 to 2013, tech giants cumulatively spent close to $30 billion acquiring marketing solutions. The press releases announcing each of these acquisitions tend to […]
Turn CEO Bill Demas discusses what his company offers in terms of linking consumers across devices. This is a continuation of a series that previously featured John Nardone, CEO of [x+1] and Omar Tawakol, CEO of BlueKai. On Wednesday we’ll post an interview on this subject with Scott Howe, CEO of Acxiom. In terms of cross-device […]
For a mobile ad startup, getting kicked off Facebook’s platform is pretty much the worst-case scenario. As reported by AdExchanger last week, this nightmare recently became reality for two companies, HasOffers and Kontagent, who were found to have violated data collection policies and were removed from Facebook’s mobile measurement partner (MMP) program. The rejection of […]
“Marketer’s Note” is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O’Connell, Director of Research, AdExchanger Research. I recently spent the morning with a group of senior level marketers who normally spend their time thinking about media – the pricing of it, the technologies required […]
Many app developers and ad tech vendors received a jolt recently when Apple began rejecting some apps that retrieve a user’s Identifier for Advertisers (IDFA) without serving an ad. Apple’s decision was especially surprising, since the device manufacturer had allowed that activity for nearly two years. Regardless of Apple’s motivations for this change (the company did […]
Three years ago, eBay rebooted its advertising business after stepping back from a five-year alliance with Yahoo, initially established as a way to offset Google’s growing influence online. “[2011 was] the year we formed a partnership with Triad Retail Media and, earlier that year, we bought WHERE Ads, which became the PayPal Media Network,” said […]
In Connected TV Ad Land, proving performance is the priority for video advertisers. To drive more demonstrable reach and results, publishers are trying to expand their reach while wringing more data and AI features into their offerings.
Nowadays, programmatic vendors, and SSPs in particular, are carving new paths of differentiation based on their type of adoption of cloud infrastructure.
As performance takes center-stage in more advertising discussions, demands to solve fragmentation and cruddy measurement are reaching a fever pitch.
A word of caution to digital advertising companies, as they go all in on AI algorithms: They need to build these solutions with ownership, governance and accountability from the start – or AI could sink them with a single mistake.
To squeeze the most juice out of their live sports campaigns, many marketers are adopting programmatic buying and marketing mix modeling, both of which are also drawing more advertisers to the digital live sports cornucopia.
Roblox is making its under-13 audience available to advertisers for the first time. And it named youth-focused ad marketplace SuperAwesome as its exclusive advertising partner for under-13 users.
