iProspect is best known for its heritage in search marketing. But the Dentsu Aegis-owned digital performance agency, which first opened its doors in 1996, is changing with the times. Today, content is where it’s at. “There’s a tendency in the industry at the moment to split down two different paths,” said iProspect global President Ben […]
Change or die. The smart brands acknowledge this. It’s one of the reasons why ad tech cabanas and beach houses have taken over the sandbars surrounding the Cannes Lions festival, and why ad tech yachts almost exclusively line the port. “It’s important to us to understand what will change in the future and what will […]
Since Yahoo’s maligned acquisition of Tumblr, many insiders have questioned its value as a marketing tool. Yahoo has made some overtures toward answering that. Yahoo CEO Marissa Mayer said during the company’s Q3 2014 call last October that she expected Tumblr to drive $100 million in 2015 revenue, and that users increased 40% in 15 […]
When Alison Lewis joined Johnson & Johnson as its first-ever consumer marketing chief in 2013, the purveyor of popular baby-care products like No More Tears and the ubiquitous Band-Aid, was at a crossroads as a company. “We had really great marketers and agency partners, but we realized we needed a unified approach to brand-building for […]
“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 Jay Stocki, vice president of digital services at Experian Marketing Services. You won’t get fired for buying age and gender gross rating points (GRPs) at this year’s upfronts. But mark […]
Percolate, which has been compared to social publishing platforms like Buddy Media, has raised $40 million to take on enterprise marketing cloud acquirers and standalone social point solutions. The Series C round, led by Lightspeed Venture Partners, brings Percolate’s total funding to $74.5 million. It raised $24 million in Series B last spring, which the company’s co-founder, James Gross, said is […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Rupczynski, vice president of media, data and CRM at Kraft Foods Group. You can’t fool me. I see you there. You’re reading this on your phone in the middle of another NewFront (or […]
The viewability standard may be better served by saying what it isn’t, rather than what it is. “Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or generate awareness or change brand perception,” said Sherrill Mane, SVP of research, analytics and measurement at […]
Oil changes are not slushies. Even the most passionate car enthusiast isn’t going to buy motor oil more than two or three times a year – and that’s a challenge for a motor oil brand like Shell-owned Pennzoil, especially on the mobile front. It’s a matter of figuring out what your consumers are looking for and […]
Advanced audience targeting is taking a seat at this year’s TV upfronts. Sellers are lining their arsenals with new products promising cross-platform reach, partially out of necessity. Viewer attention is fragmenting and advertisers want assurance that if they commit an upfront buy, there will be multiple points of execution. It’s unclear the extent to which buyers […]
If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.
While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.
Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.
Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.
Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.
Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.
