“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 Matt Keiser, founder and CEO at LiveIntent. While WPP’s Martin Sorrell has sounded the alarm, the rest of the industry is just catching on: Amazon is racing ahead to own […]
Although Netflix’s audience is large (and growing), it’s notoriously hard to measure. Nielsen hopes to remove some of the difficulty gauging audience viewership in ad-free environments like Netflix with its launch Wednesday of a syndicated measurement service called Nielsen Subscription Video On Demand (SVOD) Content Ratings. Eight networks and studios, including A&E, Disney-ABC, Lionsgate, NBCUniversal […]
About a year and a half ago, global beauty manufacturer Coty realized it needed to get a grip on its own data. The company was about to complete a merger with several P&G specialty beauty brands and become a $9 billion global business. And since Coty was expanding its portfolio, pressure was mounting because each […]
As the global COO of Merkle, Michael Komasinski keeps the proverbial engines running both internally and in the agency’s services business. After joining Merkle in 2015 from his post as COO of Razorfish North America, Komasinski helped drive 30% revenue growth across the business in 2016. Komasinski also was largely responsible for leading the integration […]
TruSignal is striking out on its own with $5 million in Series A funding and a plan: to help demand-side platforms and data providers use offline data to build people-based lookalike audiences for online targeting. On Thursday, TruSignal completed its spin-off from sister company eBureau, an offline data and predictive analytics platform which itself was […]
As Facebook grabs more mobile and video dollars from the ecosystem, premium publishers are looking for viable ways to compete. For storied publisher Time Inc., one solution is to bring its own mobile-optimized video solutions to market. Using Google’s native framework, Time created a mobile, in-feed video solution dubbed Adapt that is customized to its […]
Since launching a proprietary YouTube measurement system last January (and later expanding it to DoubleClick and the Google Display Network), Google has been pretty buttoned up about its Ads Data Hub. However, Google VP of Product Management Brad Bender tells AdExchanger that adoption of the audience management tool is strong. Google claims Ads Data Hub […]
Google is the latest walled garden to be sucked down the Russian rabbit hole. The Washington Post reported Monday that Google has uncovered evidence of ads linked to Russia that were used to spread propaganda via YouTube, Gmail, Google Search and its DoubleClick ad network. Google’s revelations follow similar disclosures by Facebook and Twitter, which […]
Criteo on Friday released a suite of products, including audience matching and customer prospecting, as well as a new policy beginning in the fourth quarter to give buyers and DSPs impression-level transparency into every unit of inventory. At the heart of Criteo’s string of product releases this year is a newfound willingness among retailers and […]
Procter & Gamble Chief Brand Officer Marc Pritchard is pleased overall with the response to his tough talk of the past year. And he’s optimistic that Facebook, Google and others will meet P&G’s deadline to align on third-party measurement standards and have their methods audited by the Media Ratings Council by the end of this […]
Retail media is entering what might be called its Socratic phase. The closer we to get to understanding an ad campaign’s real impact and business results, the clearer it is that we have no idea how this thing works.
Meta is rolling out Reels trending ads, value rules beyond just conversions, upgrades to Threads and pixel-free landing page optimization.
Criteo announced a partnership with Google Search Ads 360 (SA360), Google’s enterprise search advertising platform, making Criteo the first third-party vendor to integrate with Google for on-site retail media supply.
As display falters, Minute Media is acquiring AI tech that cuts longer-form video content and full-length games into bite-size clips.
GAM’s dinner with ad agencies sparked speculation that Google is preparing to spin off its bundled SSP and ad server as a remedy to its ad tech monopoly. But Google says it’s just part of the trend of SSPs going direct to buyers.
Late Friday evening, Google filed its proposed remedies to its ad tech monopoly to District Court Judge Leonie Brinkema, and unsurprisingly, they’re rather mild – and very different from what the Department of Justice is looking for.
