Programmatic media arrived in force this year, and brought with it a few surprises. (Facebook Exchange anyone?) To get a sense of what might be waiting in 2013, we’ve reached out to a number of industry all-stars to answer a single question: “What will happen next year in marketing and advertising that hasn’t happened before?” […]
AppNexus is an object of some fascination in digital marketing circles, and why not? Led by former rivals from Right Media and DoubleClick Ad Exchange, the privately held company has grown up to become perhaps the only scaled “pure” technology company in the real-time bidding landscape. It provides no managed services, accepts no insertion orders, […]
Since buying supply side platform Admeld last year, Google has rolled out tools and features designed to appeal to publishers who want to make programmatic work for them, without sacrificing their core direct sales offerings. The company’s pitch is that RTB buyers and sellers don’t have to give up the all-too-human process of negotiating on […]
In a sense, there’s nothing really new about “native advertising.” Advertorials have been around in some form since modern periodicals first began appearing over a century ago. And now, with Facebook and Twitter inserting “promotions” that are sometimes hard to distinguish from regular user posts, more traditional publishers are giving thought to going beyond sponsored posts […]
The Data Management Platform is a widely used and often misunderstood product category — adopted in varying measures by publishers, agencies, and third party data brokers. To get more depth on what a DMP should be and whether marketers are realizing the category’s potential, we asked three agency execs this question: “Where is the real […]
Forecasts for real-time bidding are rising for the next several years, after a strong showing in 2012, including participation from major national brands and premium publishers. Market intelligence firm IDC said in October that worldwide RTB-based spending was $1.4 billion in 2011 and forecasted it will rise to $13.9 billion by 2016, for a compound […]
“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 by Ali Mirian, General Manager of Ecosystem at Recyclebank. “I can’t help it. It’s in my nature.” These were the final words of the scorpion as he was drowning. It all started when […]
It’s a common refrain that last click attribution is broken, but what should replace it has yet to be resolved. Algorithmic attribution modeling is perhaps the leading candidate, and vendors such as Visual IQ, Convertro, and Adometry are competing to provide solutions in this area. But these attribution specialists still struggle to make fractional attribution […]
PubMatic is pushing a “multiple bid” process to spur more real-time bidding. In a white paper promoting the idea of multi-bid, the sell side platform outlines some of the frustrations that continue to hold back RTB usage by sellers. Those frustrations include volatile pricing, low CPMs, and weak liquidity. PubMatic argues the current programmatic bid process, […]
“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 by Jay Seideman, Director of Sales, Exchange and Targeting, Microsoft Advertising The holidays are upon us, and it is that time of year when we can reflect on the past 12 […]
AOL has been promising a bigger effort on the programmatic side of the business all year and the company is ending 2012 with an acquisition that’s intended to both reflect and build on that focus. The company being acquired is Buysight, a retargeting and retail lead gen specialist. The four-year-old company will be folded into […]
Demand side platform MediaMath has scooped up Tap.Me and its roughly 11 employees for an undisclosed sum. The deal brings MediaMath a far more robust mobile and video ad serving capability than it had previously, according to CEO Joe Zawadzki. Tap.Me was previously focused on in-game ads (AdExchanger 2011 Q&A). But as sometimes happens in […]
Adelphic Mobile is one of a handful of companies trying to address the problem of poor audience segmentation in mobile. It hopes to get there faster with the help of a $10 million investment led by Google Ventures. The money is earmarked largely for marketing and other go-to-market spending. “We’ve been pretty heads down, working […]
“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 by Sid Shah, Director of Business Analytics for Advertising Solutions, Adobe. A combination of established trends and new technology innovations will cause 2013 to be an eventful year for digital marketing. Here […]
AOL’s display performance is in comeback mode, but growth is lopsided. The company’s Q3 earnings presented a clear demonstration of the strength of third party network, which includes the flagship ad unit Advertising.com, as revenues jumped 18 percent over the same period in 2011. At the same time, revenue from AOL’s owned & operated sites […]
“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 part one of a two-part overview of the technology issues associated with ad viewability (Read part 2). It is by Jeremy Stanley, Chief Technology Officer, Collective & Co-Chair, IAB 3MS/Viewable Impressions Implementation […]
AudienceScience has shuttered its publisher network business to focus completely on marketing technology. The move is yet another sign of weak demand for traditional ad networks, as buyers steadily migrate budgets to exchange-traded media bought through DSPs. President Mike Peralta tells AdExchanger, “The transition has been in the works for 12 to 18 months. Across […]
It’s been less than two years since former Aperture executive Scott Knoll was brought in as AdSafe’s CEO. Knoll has just introduced his biggest change to date: After today, the brand “AdSafe” is no more. Instead, the company will now be known as Integral Ad Science. In a sense, the move codifies a shift that […]
Triggit, a demand side platform that has lately repositioned itself as a Facebook Exchange specialist, has raised a $7.4 million Series B round from existing investors. Spark Capital and Foundry Group participated, as did the company’s recently added CRO Chris Zaharias. CEO Zach Coelius tells AdExchanger, “We’ve focused every bit of our development and resources […]
Among the many concerns ad sellers and ad agency staffers harbor about the rise of automated audience buying is that all these advancements will ultimately put people out of a job. The ethos of doing “more with less” is a general worry that happens anytime an industry finds itself in the throes of technological change. […]
It’s been three years since Adobe embarked on the digital acquisition spree that would bring it a major analytics platform (Omniture), a DMP (Demdex) and a media buying platform (Efficient Frontier). How to measure its success to date? Financial results tell one story. In Q3 2012 the digital marketing suite delivered 40% growth in revenue, […]
Ad networks are alive and well when it comes to certain discrete, vertical markets. Jim Barkow can attest. He was CEO of shopper media/e-commerce ad network Longboard Media, up until early November when he — along with his company — were acquired by Bazaarvoice. (See the release.) Barkow, who will stay on as Bazaarvoice’s GM […]
With the ecosystem providing insights on “programmatic buying” and “programmatic selling” last week, we reached out to a new group of executives to define one of the key underpinnings of programmatic media – whether display, mobile, social, etc. – and asked: “What is Real-Time Bidding?” Click below or scroll down for more: Scott Spencer, Director […]
J.T. Batson is leaving his post at media buying workflow systems provider Mediaocean to become chief revenue officer at Cumulus Media, which is primarily known for running the former ABC Radio Network. Meanwhile, Mediaocean, which was the resulting brand from last year’s merger between Mediabank and Donovan Data Systems, will not be replacing Batson directly, […]
The three days following Thanksgiving delivered a strong beginning to the online Christmas shopping season, several reports suggest. While sales figures will have to wait for Cyber Monday (Nov 26), Monday (Dec 3) and Green Monday (Dec 10) – the 3 heaviest online shopping days for 2011, according to Jefferies analyst Brian Pitz – all […]
Media intelligence platform Aggregate Knowledge (AK) recently recently partnered with IBM to plug the AK platform into the IBM Digital Data Exchange. See the release. CEO Dave Jakubowski sees an overarching theme of “interoperability” in the deal as he says IBM marketer clients will be able to unlock what is going on with their website […]
The industry has made striking advanced in tracking the value and attributes of biddable online ad inventory, but the road ahead is long. That much was clear at the Interactive Advertising Bureau’s Ad Operations summit in New York. In a discussion of inventory packaging and pricing, Neal Richter, chief scientist at Rubicon Project, and Art Schram, VP of Glam […]
“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 Omar Tawakol, CEO of BlueKai. Pricing a shared asset like data can be counterintuitive. Data is a non-rival good, like a toll road. Even though people expect to pay for and […]
“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 Michael Oiknine, CEO of Apsalar. Every iPhone comes with an identification number — like a serial number – that’s used for connecting data to a specific handset. Until recently, the […]
Marketer integration is among the grand challenges facing the Data Management Platform space, according to a new white paper produced by Winterberry Group in partnership with the Interactive Advertising Bureau (download). Consider the top three “major hurdles” identified by the report’s 160 or so respondents: (1) “Internal Process & Marketing Ops Challenges,” (2) “No Clear […]
Upfront week is officially over. In case you missed any of the dog-and-pony shows — including Chappell Roan belting out “Pink Pony Club” during YouTube’s Broadcast — don’t worry; we’ve got you covered.
During upfronts, publishers flexed their ad performance muscles at media buyers all week long in an effort to appeal to the biggest demands media buyers have during their upfront negotiations: flexibility and results.
TelevisaUnivision and Disney took over Day Two of upfronts week in New York City on Tuesday, and the throughline was data quality.
Warner Bros. Discovery used its upfront stage to announce two new ad measurement efforts, including that it’s joining a CAPI-focused initiative led by OpenAP.
AdExchanger Senior Editor Alyssa Boyle and Associate Editor Victoria McNally traversed the island of Manhattan on Monday to scope out upfront presentations by NBCUniversal, Fox and Amazon.
Viant’s modest growth story took a backseat to a far louder claim: that fed-up advertisers are finally ready to ditch the rigged economics of Big Tech’s walled gardens.
