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»Platforms

Acquia Acquires CDP AgilOne

Acquia said Wednesday it has acquired customer data platform AgilOne for an undisclosed amount. The acquisition is Acquia’s third this year and its fifth in two years. The company wants to build a “digital experience platform.” “There are so many siloed marketing technologies today,” Acquia CEO Mike Sullivan said. “Communication across channels is not coordinated,... Continue reading »
by Sarah Sluis // December 11th, 2019 //
»
Verizon Media Brings DOOH Supply To SSP, Completing Its Stack For Outdoor Screens

Verizon Media, the telco giant’s ad tech and content unit, added digital out-of-home (DOOH) supply to its SSP on Tuesday. The SSP launch completes Verizon’s full-stack DOOH offering, having launched a DSP solution for outdoor media buys earlier this year. Verizon also has a network called Verizon Digital Signage, a collection of 3,000 interactive screens... Continue reading »
by James Hercher // December 10th, 2019 //
»
Sprinklr CEO Explains Why It Will Completely Rebuild Nanigans’ Code

As it prepares for an IPO, Sprinklr made its 12th acquisition Tuesday with the purchase of Nanigans’ performance advertising business for an undisclosed price. Sprinklr will completely absorb Nanigans into its “front office platform,” and it will no longer be available as stand-alone offering. Beyond paid media, Sprinklr connects mar tech to ad tech with... Continue reading »
by Sarah Sluis // December 6th, 2019 //
»
Research: Why Google, Facebook And Instagram Are Being Hypocritical When They Bust Supposed Bad Actors For Messing With Their Algorithms

When Facebook, Google or Instagram approve of an engagement-boosting tactic, they usually describe it with positive words, such as “organic” or “authentic.” Tactics they forbid, however – generally unilaterally and sometimes without warning – are characterized as “unnatural” and whoever uses them is a “schemer” or an “offender.” Most news articles covering these guideline changes unquestioningly adopt... Continue reading »
by Allison Schiff // December 5th, 2019 //
»
‘Amazon For The CMO': Podean Helps Brands And Agencies Navigate The Tech Giant

Most agencies are myopic in their approach to Amazon. They might only focus on retail optimization or just concentrate on search. But Amazon also offers an array of opportunities across OTT, audio, social and branding, said Travis Johnson, global CEO of Amazon consultancy Podean. “What Amazon is doing is very broad, [and] nobody is thinking... Continue reading »
by Alison Weissbrot // November 21st, 2019 //
»
3 Auctions Rule Digital Advertising. Here’s A Guide To Navigating Them

Three auction clearinghouses have come to dominate digital advertising: Prebid, Google open bidding (formerly known as exchange bidding) and Amazon Publisher Services’ Transparent Ad Marketplace (TAM). With the rise of header bidding, publishers needed a way to have multiple exchanges bid against each other in real time. Prebid launched in 2015 as an independent and... Continue reading »
by Sarah Sluis // November 20th, 2019 //
»
Facebook Adds Whitelisting As It Bolsters Video Brand Safety

Facebook is allowing advertisers to whitelist content as part of an overall improvement to the brand-safety controls on the platform. Brands can use the controls, still in alpha, to create whitelists of publishers for in-stream video and Facebook Audience Network. “Whitelists have been a request for advertisers for some time,” said Carolyn Everson, Facebook’s VP... Continue reading »
by Sarah Sluis // November 20th, 2019 //
»
3 Ways Influencer Marketing Will Change If Instagram Removes Public Likes

If Instagram permanently removes public likes – a test that went global Thursday – it will greatly impact the influencer marketing industry by forcing influencers to embrace more sophisticated marketing metrics. Marketers will push even harder to evaluate influencers based on clicks, view-through rates and swipe-up engagements with stories, said Daniel Schotland, chief operating officer... Continue reading »
by Alison Weissbrot // November 15th, 2019 //
»
Amazon Opens AWS Data Exchange – And New Opportunities For Data Sellers

Amazon introduced a new way for its cloud customers to buy and use third-party data with the launch of the AWS Data Exchange on Thursday. There are about 90 data companies as launch partners, including PlaceIQ, Epsilon, Acxiom and Foursquare. Unlike data marketplaces such as those operated by The Trade Desk, Oracle or LiveRamp, the... Continue reading »
by James Hercher // November 15th, 2019 //
»
Facebook Has Fewer Brand Safety Controls For News Feed Ads – On Purpose

There’s a reason Facebook doesn’t provide granular brand safety controls for news feed – it doesn’t think they’re necessary. “We don’t believe ad adjacency matters in certain environments … and we designed the platform with that in mind,” said Erik Geisler, Facebook’s director of North American agency partnerships, speaking Thursday at 614 Group’s Brand Safety Summit... Continue reading »
by Allison Schiff // November 15th, 2019 //
»
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