Google’s shift of ads and commerce chief Susan Wojcicki Wednesday to SVP of YouTube, which has 20.5% stake in the US video ad market, and which eMarketer estimated had $5.6 billion in gross ad revenue last year, comes at a critical time for the online video platform. With Wojcicki’s appointment, Salar Kamangar, SVP of YouTube […]
Rubicon Project’s Tuesday IPO filing with the U.S. Securities and Exchange Commission (SEC) was a widely anticipated moment of financial transparency for the sell-side platform (SSP), but it wasn’t the first programmatic player to initiate a public offering. Rocket Fuel and Criteo both went public last fall, creating an interesting point of comparison for Rubicon […]
Although national automotive ad budgets are often planned three years in advance, the successes in digital media and marketing on local campaigns have brand managers rethinking those appropriations more frequently. Such was the case with Toyota’s Scion line, a brand designed for younger auto buyers. “Come March, we will likely have discussions as for how […]
Bizo, a maker of B2B digital media and marketing solutions, is betting on the growing importance of paid media to marketing tech. After citing Q4 gross revenue of $12.4 million and a $50 million annual run rate with media costs that average in the 35-40% range, Bizo’s CEO Russ Glass said Bizo for Marketing Automation, […]
At long last, sell-side platform (or do you say “ad exchange” or “marketplace”?) Rubicon Project has filed it’s S-1 Registration Statement with the U.S. Securities And Exchange Commission in preparation for an Initial Public Offering (IPO). The company is looking to raise $100 million. It has yet to reveal pricing for its offering so no […]
EBay and Acxiom on Monday forged a partnership to bring Direct Matching services to European advertisers. “Direct Matching” connects eBay’s transactional-level data with Acxiom’s access to third-party datasets, as well as brands’ own customer and prospective databases to identify potential matches for targeting purposes. This represents Acxiom’s latest move as it attempts to expand the […]
WPP Group’s addressable media unit, Xaxis, has acquired Netherlands-based BannerConnect, a 10-year-old company that evolved from its roots as a traditional publisher network to embrace the exchange-buying trend. BannerConnect has headquarters in Sittard and satellite offices in London and Amsterdam. In addition to bringing on the 40 employees in those locations, Xaxis gets technologies for […]
John Sculley, the former Apple and Pepsi CEO, joined David Sable, global CEO of agency Y&R, Jessica Gelman, VP of customer marketing and strategy for Kraft Sports Group (which owns the New England Patriots professional football franchise) and others Thursday in New York for a discussion about the way data has changed the marketing “message.” […]
One of the many highlights of last week’s Industry Preview 2014 conference, which highlighted some of the best and brightest thinking in digital marketing technology, was the “Data Management Platforms” panel discussion moderated by AdExchanger’s Director of Research, Joanna O’Connell. See the panel: Participants included: Scott Howe, CEO, Acxiom Omar Tawakol, CEO, BlueKai Bill Demas, […]
Video syndication firm News Distribution Network (NDN) has migrated to Google’s DoubleClick for Publishers (DFP) ad server and will offer some video inventory through the DoubleClick Ad Exchange. The deal is noteworthy because it suggests Google is making some progress in diversifying its video supply beyond YouTube. Google, through a spokesperson, declined to comment specifically […]
Yesterday, mobile ad network Millennial Media announced the hire of industry – and programmatic-media – veteran Michael Barrett as its new CEO. As Barrett told AdExchanger’s Judith Aquino yesterday, “Buying programmatically is certainly a big interest with a lot of our advertisers, publishers and developing partners, and we’ll continue going down that path. [But] Millennial is also […]
If you’ve ever seen an online meme or a viral image (and these days who hasn’t?), chances are you either viewed it through the photo-sharing service Imgur (pronounced “imager”), or it was uploaded there first. Founded in 2009 by then-Ohio University computer science student Alan Schaaf, Imgur has seen its financial support structure evolve from […]
When Neustar, a company whose telecommunications infrastructure routes calls and texts across North America, purchased data-management platform (DMP) provider Aggregate Knowledge (AK) last October for $119 million in cash, analysts and industry insiders wondered – as they do with every acquisition – what the integrated solution would look like. For Neustar’s SVP of Marketing Services […]
AppNexus has laid off half its 44 part-time auditors as the company looks to streamline its operations in that area. The auditing department is responsible for hundreds of thousands of creative executions and pieces of inventory that run through AppNexus’ system. The team was constructed of a mix of full- and part-time auditors and contractors […]
Facebook CPM-based ad prices jumped more than 400% in Q4 2013, according to some 240 billion impressions analyzed in Adobe’s Q4 2013 Social Media Intelligence Report. However the holiday season delivered “warning signs” for Facebook in the form of tepid growth in the visits and revenue it’s driving to retail sites, relative to some of […]
Whether one defines Amazon as a technology company, a retailer or both, what marketers should really be paying attention to is the company’s growing position as a media company and how they can better play ball with the platform, insiders say. “Who can get a better CPM rate lower in the funnel than Google?” said […]
Yoyi Media, one of the major DSPs in China, will launch a data management platform called Data Bank for clients in early 2014, according to CEO Roy Zhou. “If you want a good result, regardless if you’re a direct response client or a branding client, you need to have very good data,” Zhou told AdExchanger. […]
The first Forrester Wave on lead-to-revenue management (L2RM) automation solutions released Tuesday singled out Oracle’s Eloqua and the still independent Marketo as marketplace leaders catering to large enterprises. As defined by Forrester, L2RM is essentially B2B marketing automation. Additionally, Act-On and Salesfusion were champions among solutions designed for small- and medium-sized businesses (SMBs). The report […]
Criteo, a French provider of retargeting solutions, announced Thursday that it has released the beta version of an in-app ad product that includes a deep-linking feature. In-app ads are becoming increasingly necessary as mobile users spend more time on apps instead of a mobile browser, said Criteo’s chief product officer, Jonathan Wolf. “Users spend 80% […]
Brad Rencher, SVP and GM of the digital marketing business unit at Adobe Systems, oversees the six-product-strong Adobe Marketing Cloud, which crossed the $1 billion mark in business for fiscal year 2013. Onstage at Industry Preview 2014, Rencher said that ad tech, marketing and enterprise technology are “becoming one and the same.” It’s certainly reflective […]
A data-management platform (DMP) panel held Wednesday at AdExchanger’s Industry Preview 2014 revealed the philosophical differences held by four major DMP providers in terms of how the technology should best be implemented and used. The panelists – CEOs Scott Howe of Acxiom, Omar Tawakol of BlueKai, Bill Demas of Turn and John Nardone of [x+1] […]
The ability to connect consumers across devices represents a small but increasingly viable portion of marketers’ campaign strategies. During day one of AdExchanger’s Industry Preview 2014, several CEOs and marketing execs commented on the growing use of cross-device recognition technology as a marketing tool. According to AOL CEO Bob Lord, 45% of his clients’ display […]
Ad exchange operator PulsePoint is trying to find a middle ground between private exchanges, which often require more scale than smaller publishers can manage, and real-time bidding (RTB) platforms, which tend to attract more performance marketers than brand campaigns. In its quest, PulsePoint began its partnership late last year with demand-side platform (DSP) MediaMath to […]
“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 Tom Manvydas, vice president of advertising strategy and solutions at Experian Marketing Services. Many marketers believe that programmatic media-buying platforms will optimize their ad campaigns but, in reality, nothing could […]
Data-management platform (DMP) Lotame rolled out Wednesday its Mobile DMP suite to help businesses collect and manage audience data from mobile devices. The product, which can be added to Lotame’s current DMP offering or used as a standalone product, includes several features designed to help companies monetize their mobile inventory and engage with consumers on mobile […]
The proliferation of DVR services, set-top boxes and IPTV services has created a wealth of data marketers can mine. But the process by which one can purchase these targeted, data-driven ads is still in its infancy. For instance, extending programmatic buying concepts to “advanced television” (a custom system that algorithmically optimizes media against an advertiser’s […]
“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 Richard Sobel, senior director of account management and platform solutions at PubMatic. There are very few industry conversations I’ve had over the past year that perplex me more than the […]
Although 53% of retail marketers now list mobile as their top strategic priority, there is still a disconnect between plans and actual investment, according to a Shop.org and Forrester Research evaluation of 75 brands. Based on data highlighted during the “First Look: 2014 Outlook for Digital Retail” track session at the National Retail Federation’s (NRF) Big Show in […]
Rob Brosnan, a Forrester Research analyst covering customer intelligence and interactive marketing, has secured a new post as SVP of strategy for marketing technology company StrongView. One of the remaining independent marketing-automation platforms, StrongView recently rebranded from the name “StrongMail,” a move company CEO Bill Wagner said is representative of cross-channel buyer needs in today’s […]
As we first reported in November, digital marketing software firm Turn has reeled in a new Series E investment. The $80 million raise was distributed among eight venture capital firms and brings Turn’s total funding to about $138 million to date. (For comparison, direct competitor MediaMath has raised a mere $24.4 million, according to CrunchBase). […]
Google won’t have to break up its ads business after being declared an online monopolist. Meanwhile, Amazon faces a lawsuit from the FTC alleging that it charged advertisers more than necessary for ecommerce ads.
Buy-side experts said it’s another example of a Big Tech platform taking advantage of the lack of transparency built into programmatic ad auctions. And they’re not optimistic change is coming.
This week, the Commerce Media Newsletter catches up with a startup from outside the world of data-driven advertising, but with an interesting position when it comes to ecommerce advertising. That’s Clearco, a Canadian fin tech company founded in 2015.
Halo Collar, a dog collar brand with direct-to-consumer origins, is preparing for its retail expansion by honing its first-party data strategy and incrementality measurement.
The company is launching an accelerator program to help tech vendors pitch their solutions in a way that makes sense to advertisers.
TWC is building a monetization model that treats weather as both a contextual and an emotional signal, and it’s using AI sales agents to bring it to market.
