Marketers

After more than a year in beta, Facebook is letting advertisers use third-party vendors to manage brand safety on its platform. Facebook is putting a ring on its commitment to brand safety by adding a new badge for brand safety protection companies under its marketing partner program. DoubleVerify and OpenSlate are the first two verification […]

Claritas acquired the CRM and identity company AcquireWeb on Tuesday, the third in a yearlong buying spree as Claritas revamps its traditional audience segment business for real-time, data-driven media. Terms of the deal were not disclosed, but Claritas will gain 20-30 AcquireWeb employees. In the past year Claritas has also added Geoscape, a multicultural audience […]

The analytics startup Civis was founded in 2013 with roots in political data and targeting and has since transitioned to commercial business, where advertisers are less familiar with testing messages to sway public opinion. Most big brands rely on panels or focus groups, which “have a lot of contamination” because more people self-select into groups […]

Former AppLift CEO Tim Koschella is launching a company called Kayzen to help app marketers bring their programmatic ad buying in-house. Kayzen, which came out of stealth Tuesday after several months in beta, is powered by a bidder that Koschella purchased from AppLift through a management buyout last year. It positions itself as a self-serve […]

NBCU is not getting left in the dust as competitors like Amazon, AT&T and Disney plan their direct-to-consumer (DTC) streaming services. On Monday, the broadcast titan said it will launch its yet-to-be-named streaming service in early 2020. The service will provide ad-supported content to pay-TV subscribers, including 90 million Comcast-connected homes in the United States […]

There’s no rest for direct-to-consumer mattress marketers. “We’re constantly running tests,” said Scott McLeod, co-founder of DreamCloud, a mattress startup housed under Nectar Home, parent company to a growing portfolio of DTC sleep and home furnishing brands, including Nectar Sleep and ecommerce rug brand Wovenly. “We have disdain for the idea of running something without […]

The Big Story is a breezy podcast featuring a roundtable of AdExchanger editors talking about the biggest stories from the past week. It is available wherever you subscribe to podcasts. The desert sun rises in Las Vegas, emerging from the eastern horizon like a roll-up LG OLED TV. The device manufacturers – reps from TV […]

While industry executives were ogling Alexa-enabled gadgets and 8K roll-up TVs at CES on Tuesday, Martin Sorrell took the stage to talk about the future of the industry and his new holding company, S4. The former WPP CEO, joined on stage by S4’s newly minted board members, MightyHive CEO Pete Kim and MediaMonks CEO Wesley […]

If Apple has its way, privacy will be a topic of conversation at this year’s Consumer Electronics Show (CES). The tech giant posted a giant billboard outside Springhill Suites Marriott Hotel in Las Vegas with a message that plays on the infamous Vegas catchphrase: “What happens on your iPhone, stays on your iPhone.” The poster, […]

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,” […]