Marketers

Red Antler, the agency known for creating brands such as Casper, Allbirds and Brandless, launched a performance agency on Thursday called Good Moose. Good Moose debuts with a team of 12 and performance marketing capabilities across search, social, programmatic and ecommerce. Daniel Romano, Red Antler’s head of performance marketing, will lead the agency as CEO. […]

MDC Partners is the latest holding company to place its programmatic, search and social talent into a team that spans across its media network, MDC Media Partners. The group, which doesn’t have a name, was announced internally on Thursday and contains roughly 100 experts across biddable media and digital planning from agencies Assembly, Unique Influence […]

Tilting Point doesn’t just develop its own free-to-play mobile games. It helps other app publishers run performance marketing campaigns and, in some cases, even funds their game development. “We call it progressive publishing,” said CEO Kevin Segalla, who founded the studio in 2012. Over the last few years, Tilting Point has invested tens of millions […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Political Unrest There’s dissent brewing in Menlo Park. The New York Times reports that more than 250 Facebook employees recently signed a letter addressed to Mark Zuckerberg slamming the company’s decision to let politicians lie in ads on its platform. The impassioned letter pleads […]

Mondelēz takes a better-safe-than-sorry approach to programmatic. Sex, drugs, news, violence – any content that could lead to a negative association with one of its brands goes on the block list, said Jennifer Mennes, North America media director for Mondelēz International. But the initiative wasn’t always efficient. Mondelēz was running post-bid measurement and paying for blocked […]

As marketers seek more transparency into their programmatic buys, they’re bypassing their demand-side platforms and going straight to exchanges and publishers to ask for log-level data about the bids they’ve won and lost. More than a dozen of the most hands-on, sophisticated marketers – including P&G, L’Oréal, T-Mobile and Bayer – are leading the charge. […]

When direct-to-consumer cleaning startup Truman’s launched seven months ago, it didn’t just set out to disrupt the way cleaning companies make and distribute products. Its underlying goal was to humanize the category by creating a direct connection with customers. “I like the idea of reimagining what a brand can be in a sleepy category,” said […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. RIP Mark Hurd Mark Hurd, former co-chief of Oracle and CEO of Hewlett Packard, died Friday at age 62. Hurd and co-CEO Safra Catz were put in charge of Oracle about five years ago, during which time the company’s stock grew 37%, CNBC reports. […]

Diageo has an internal mantra: “Responsible media performs.” “When was the last time irresponsibly sourced media was good for anybody?” said Joshua Nafman, head of global media buying and operations at Diageo, on stage at AdExchanger’s Programmatic I/O conference in New York on Wednesday. Yet, ad buyers hunting for scale have spent years avoiding the […]

This article is sponsored by Oracle Data Cloud. The digital world can be a scary place, so it’s no wonder that brands and agencies are clamoring to find solutions that protect brand equity without sacrificing the scale advertisers need to stay top of mind for consumers. In doing so, many are relying on stringent keyword […]