Technology

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Imagine if every impression could find its perfectly matched buyer. Demand-side platforms (DSPs) are the ultimate gatekeepers for screening inventory, but publishers only […]

No other holding company has had its CEO as ingrained as WPP. Now WPP must keep its massive organization, with so many disparate agencies and pieces, together without Sorrell. “He was important not only as the voice, look and feel of WPP, but he was very much involved in the day-to-day operations,” said Rebecca Lieb, […]

Is opportunity fading for ad tech startups to go public or be acquired at a healthy premium? The answer is no, at least not for everyone, said Elgin Thompson, managing director of the technology investment advisory firm Digital Capital Advisors, at AdExchanger’s PROGRAMMATIC I/O in San Francisco last week. A look back at IPO filings […]

Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory. As premium publishers develop strong programmatic capabilities, brands are transacting with them directly rather than on the open exchange. EMarketer predicts that nearly 80% of programmatic dollars will be […]

In 2017, the National Hockey League debuted its newest franchise, the Las Vegas Golden Knights. But not only did the NHL have to localize its message in a new market, it had the bigger challenge of reaching a digital-first fan base. Which means NHL CMO Heidi Browning, who is tasked with expanding interest and audiences […]

YouTube will no longer support third-party ad serving on reserved buys in Europe beginning May 21, and it will assess whether to extend that policy globally, according to a memo obtained by AdExchanger. Google advised advertisers who aren’t currently using its ad server DoubleClick Campaign Manager (DCM) to host video on YouTube to “retraffic their […]

“The Complete Guide to CDPs” is presented by mParticle. “The Complete Guide To CDPs” is part 1 in a multipart series on the rise of the CDP and is an independent editorial report. The customer data platform (CDP) is the new “it” acronym, an emerging technology commanding a recent deluge of analyst and investor interest […]

Despite broad concerns about the viability of online media and advertising, M&A in the sector is heating up thanks to the growth of ecommerce and commerce-based media solutions, like Apple’s purchase of digital subscription service Next Issue Media for an undisclosed amount. The total number of deals in media, marketing and technology dropped by 7% […]

Facebook might be reconsidering the policy it initiated last Wednesday about third-party data providers, Acxiom CEO Scott Howe said Tuesday in a letter to advertisers. Read it. “We’ve seen some signs that Facebook is reconsidering the initial policy they issued last week on data imports in light of advertiser concerns that will have an economic […]

Salesforce’s data management platform (DMP) continues the strong ascent it began last quarter, according to Advertiser Perceptions’ Q4 Programmatic Intelligence report, and has moved closer to catching Oracle. Oracle DMP, despite leading in marketer use and intent, lags behind in the selection factors relevant to marketers. Advertiser Perceptions Chief Strategy Officer Kevin Mannion noted that Oracle inherited […]