Agencies

Looking inside today’s digital advertising ecosystem, you could say that the banner ad has helped spawn a new offshoot in today’s display business. Known colloquially as “native advertising,” advertisers, publishers and technology companies are looking for better ways to engage with the consumer beyond a 728×90 ad unit, for example. Companies like Facebook, Twitter and […]

Among the first wave of digital agencies launched in the early to mid ’90s, Razorfish may be the strongest survivor. Through several acquisitions that ultimately placed it in the stewardship of Microsoft, then Publicis Groupe, the agency retained a distinct identity while continuing to innovate and expand globally. Last week it grew its China headcount […]

Bret Leece knows analytics. He got his start in 1995 creating econometric time series models to track and predict Sprint’s call center activity, before moving on to CRM and database marketing roles including at MarketShare. Currently Initiative’s EVP of performance analytics, he has a long view of where advertising performance has been and where it’s […]

“Ad Agents” is a column written by the agency-side of the digital media community. Chris Tuleya, vp of Direct Response at Underscore Marketing, a boutique, digital marketing agency Who am I to criticize a multi-billion dollar company? On the other hand, criticism is the back-bone of the internet, specifically Facebook, so why not… Facebook has […]

It’s early days for audience-based media buying in China, but e-commerce spending is already huge and has the potential to outstrip the U.S. by 2015, per Forrester (paid report). To prepare for this future Publicis Groupe has acquired 12-year-old digital marketer Longtuo (release). The Beijing-based firm serves the e-retail needs of marketers like 360buy, Kohler, […]

Our series continues as AdExchanger reached out to several executives from the agency side of the ecosystem and asked the following question: “Given the increasing complexity of ad technology needed to service clients – particularly in digital media buying -, and ad tech companies need to build a service layer to activate its tech, where […]

Our series continues as AdExchanger reached out to several executives from the agency side of the ecosystem and asked the following question: “Given the increasing complexity of ad technology needed to service clients – particularly in digital media buying -, and ad tech companies need to build a service layer to activate its tech, where […]

Building digital consumer products for clients – in contrast to marketing campaigns – is a growing discipline for agencies, but they have to get the data right. That means embracing analytics and A/B testing from the outset; tapping customer databases; and using targeted ads to spread awareness among both existing customers and prospects. “Clients are […]

In spite of the automation that technology continues to bring to media, the services layer remains as valuable as ever – maybe more so – as talented people put the technology over the proverbial finish line. For some ad tech companies with complex offerings, a robust service layer has been the natural outcome of selling […]

Both the following are true: It’s a brave new world for holding companies. New competitors, fee structures, and technology requirements are forcing change to the old service models. The fundamentals of agency groups are as strong as they were before the digital disruption. Tech fragmentation is helping rather than hurting. At the Association of National […]