Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Twitter Oops Twitter used emails and phone numbers provided by users for two-factor authentication – when you provide a backup security contact to catch any improper account logins – for advertising purposes. Specifically, emails and phone numbers were used for Tailored Audiences campaigns, Twitter’s […]
Creatives still struggle to use data. Holding companies may have spent $12 billion collectively on data assets over the past decade, but creative agencies still don’t know how to use those tools, according to Forrester. But creative agency Heat has been able to bake AI into its creative process by tapping into its parent company […]
“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 Nathan Woodman, an independent consultant and former chief data officer at Havas Media Group. We don’t talk about it much, but there is a growing bias in the data that […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jane Clarke, managing director and CEO at the Coalition for Innovative Media Measurement (CIMM). Smart marketers today are trying to understand the impact of their advertising across a fragmented ecosystem of platforms. In particular, we want 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 Nico Neumann, assistant professor and fellow, Centre for Business Analytics at Melbourne Business School. Advertising agencies are often masters of creating and developing brands. To survive and keep striving, they […]
How does a smaller DSP survive, as the largest buying platforms command more of the marketplace? For Dstillery, the answer is to become a data company. Dstillery officially shut down its bidder and stopped operating a DSP on July 1. Its focus now is selling custom audience segments through the buyer’s DSP of choice. Since […]
“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 Kelly Anderson, vice president of data protection and privacy at Ericsson Emodo. Just as 5G is coming into view on the horizon, there’s a trainload of new privacy regulations and […]
With its $4.4 billion acquisition of Epsilon/Conversant, Publicis Groupe becomes a data controller – and that ups the regulatory ante under the General Data Protection Regulation and, likely, any other privacy legislation that comes down the pike. Controllers, in GDPR parlance, determine how and why personal data is processed. Controllers are also required to establish a […]
Marketing and ad tech companies are becoming more involved in creative planning and production. Ad tech vendors compete to out-optimize campaigns by even a fraction of a percent, said McKinsey partner Ed See, a leader in the consultancy’s marketing practice. “But in the past few years, the power of targeting has mostly run its course,” […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. Today’s modeled data at scale is evolving rapidly, due to legal and technical limitations. It is frequently misrepresented and mis-sold, but there would be no […]
For the last year, the founders of Tapfwd have been pivoting their business from a mobile data marketplace to a matchmaking platform for marketers. On Wednesday, the new company, which is called Wove, raised its $9 million Series A led by August Capital. The transition from Tapfwd to Wove is more natural that it might […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Leviathan Stirs Netflix is testing promo ads between episodes with some European users. Netflix subscribers in the UK started seeing unskippable units suggesting other shows they might like, which bubbled up on Reddit and were first reported by Cord Cutters News. Netflix already runs […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Credit bureau and consumer data provider TransUnion has hired digital ad veteran Matt Spiegel as EVP of digital marketing solutions. Revenue for that group, which provides in-market financial data and other custom targeting segments to marketers and data exchanges, expanded 21% in the second quarter to $55 million, about 10% of the company’s total revenue. […]
Salesforce has signed an agreement to acquire Datorama, a marketing tech company whose platform connects and consolidates data from different sources, the companies said Monday. The deal is anticipated to close Q3. Terms were not disclosed, though the publication CTech said the offer is for $800 million. “With one unified view of data and insights, […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
“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 Lux Narayan, co-founder and CEO at Unmetric. Data is often likened to oil, but the similarities go deeper than you might think. The first oil drills in North America were […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an independent audience strategy consultant. In a world of “popcorn data,” quantity and reach are more important than quality and depth, and users are seen as “data cows” rather than customers. […]
Third-party cookies get stale. On Tuesday, ad tech startup Rockerbox launched a solution after a five-month beta to help advertisers freshen up their prospecting data based on a user’s last 60 minutes of browsing activity. A marketing platform centered on recency gets advertisers closer to the moment of intent, said Rockerbox CEO and co-founder Ron […]
In 2017, many online publications realized that data and revenue diversification could drive success. And not being diversified enough could hurt their business. While many publishers tout their branded content businesses, programmatic provides a reliable, easily scalable revenue stream. Publishers that were programmatic holdouts, avoiding the main way advertisers do data-driven buying, course-corrected this year […]
Every publisher wants to harness its data – but you can’t climb a mountain without a lot of pain. At the Google Publisher Leadership Summit in Chicago, ad execs from The New York Times, Vice Media and the Local Media Consortium (LMC) discussed their often-arduous quests to reach the peak. The New York Times, for […]
The share price of Electronic Arts has nearly doubled in the past two years, as it reshapes around data and connectivity. The video game company’s focus on driving player engagement has led to major changes for EA’s advertising team. That team has media buying and attribution responsibilities brands typically delegate to agencies or vendors, and […]
Gamblers from all around the world will unite in prayer Saturday, as the Kentucky Derby kicks off and the hopes for a big payout will be either answered or not. And Ian Williams, VP of marketing for TwinSpires, has placed his own bet on the European marketing automation platform Emarsys. TwinSpires is the official betting […]
About 18 months ago, data services provider Experian Marketing Services sought a new line of business: agencies. Given Experian’s legacy in marketing data, that seems relatively recent. But Kevin Dean, president and GM of targeting at Experian, has an explanation: “The advent of programmatic and addressability has created an environment where brands are as interested […]
The Weather Co.’s recently appointed chief revenue officer, Carrie Seifer, will oversee more than media sales in her new role. Responsible for B2B and B2C sales efforts across The Weather Co.’s properties, Seifer will tap Weather’s robust location and weather data sets to help clients streamline business processes like supply chain logistics. Parent company IBM’s […]
About three years ago, the paid TV channel AMC, known for shows like “The Walking Dead,” “Mad Men” and “Breaking Bad,” realized it needed a B2C strategy. President Charlie Collier hired a business intelligence guru from Disney ABC named Vitaly Tsivin to head up a similar organization. As AMC’s SVP of business intelligence, Tsivin built a data […]
Agencies across WPP’s network will gain access Spotify’s audience insights for better targeting across creative and media. The multiyear partnership between Spotify and WPP’s Data Alliance, announced Tuesday, will grant WPP access to anonymized and aggregated data from Spotify’s 100 million listeners across 60 countries. “The data we have from Spotify will resonate across WPP,” […]
This is the fourth installment in “PII,” a series featuring the talent that makes the wheels turn in our data-driven advertising world. Read previous interviews with Nazanin Jazayeri, Andrew Klein and Ella Chinitz. When Freddie Liversidge joined Essence in 2013, the agency’s programmatic practice he was tasked with building out had just three people. Now it has […]
As WPP’s direct marketing agency, Wunderman began collecting data about individual consumers before it was the currency of the digital world. “Data was the lifeline of this place to begin with,” said Wunderman’s New York president, Jamie Gallo. “It was very pedestrian and primal data, but it was what the agency was built on.” As […]
Banks, brokerages, insurance companies, mortgage providers and the like want to direct their advertising spend toward users they know will convert, which requires granular audience targeting. “The KPIs are just much more performance-oriented,” said Jordan Bick, VP of financial services at Pandora, which recently began working with financial services advertisers. “They want to know how […]
