Technology

Marketing automation platform Silverpop’s recent push into revenue analytics for B2B marketers culminated Tuesday in the launch of Marketing Automation for Ecommerce. The product addresses a multitude of B2C needs, at the core of which is the ability to tie email to revenue. The problem with attributing email to purchase activity is that a customer […]

Consulting activity around marketing technology continues to gain steam, with interest coming both from small boutique firms such as Unbound Company and Freestyle Consulting (both established by former Mediabrands executives) and large established advisory companies such as Deloitte and Accenture. The latest company to join the fray is Concept Corridor, a one-man consulting play founded […]

Much of the debate about the convergence of digital video and TV advertising has centered on budget and measurement. Members of the advertising industry have wondered whether digital video would cannibalize TV ad dollars and to what extent the right metrics are in place to effectively execute cross-platform video buys. A report from Nielsen and […]

Google’s publisher business is on a tear. Last week it struck two private exchange deals with Time Inc. and the 42-member Local Media Consortium. Google will support programmatic direct sales for these sellers and provide wider access to their quality inventory for global media traders such as trading desks at Publicis Groupe’s Vivaki AOD or […]

Palo Alto and Paris-based startup Ifeelgoods is betting consumers will gravitate toward personalized offers over traditional loyalty concepts like deep discounts. The digital rewards network founded in 2010 has launched a Personalized Offers Platform for marketers and established a strategic partnership with VivaKi for an initial rollout to Publicis Groupe agencies Razorfish, Digitas and Performics. […]

“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 Jean-Baptiste Rudelle, CEO and co-founder at Criteo. Digital advertising moves quickly — sometimes too quickly. The market and technology has evolved significantly over the past five years to drive the […]

You could say digital entrepreneurship runs in the family. Zach James cofounded Movieclips.com in 2009 before embarking on his latest venture into video with Zefr, which helps brands and networks manage and monetize their YouTube video assets. James is also the brother of Josh James, founder of Omniture (which was sold to Adobe Systems for […]

Salesforce.com reported 37% revenue growth in Q4, to $1.15 billion, driven in part by the $2.5 billion July 2013 acquisition of ExactTarget. Its full year revenue was $4.07 billion, up 33% year-over-year. ExactTarget is the lynchpin of ExactTarget Marketing Cloud, which competes with analogous stacks fielded by Adobe and Oracle. Specifically, ExactTarget contributed $96 million in […]

Mobile demand-side platform (DSP) Tapad has hired Ben Regensburger, the former president of the DoubleClick ad exchange in EMEA and APAC before its acquisition by Google. Regensburger will serve as president of Tapad Europe. He joins Jim Clark, formerly of Turn, whom Tapad brought on this month to lead media and programmatic ad sales, as well […]

Time Inc. has set up a private exchange with inventory from its global properties, supported by Google technology. The new, expanded marketplace – called Time Inc. Global Exchange – is built on Google’s DoubleClick Ad Exchange and spans some 116 million global unique users (per comScore). Advertisers and marketers can use it to reach audiences across […]

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 […]