accordant media

A lot of ink has been spilled about the value of a publisher’s first-party data, but publishers can’t effectively monetize their data programmatically if they don’t have a standardized way to categorize it. On Monday, ArcSpan released Contextual APP, a data processing tool that enables publishers to structure their first-party contextual data into salable audience segments, including seller-defined audiences, using the IAB Tech Lab’s content and audience taxonomies.

Trading desk CEOs want to change the narrative around programmatic to one of quality rather than cost efficiency. For Amnet co-CEO Art Muldoon, who joined Dentsu Aegis Network when it acquired his programmatic shop, Accordant Media, in August, the ability to tap into a network of creative and data assets helps push that narrative to […]

Holding company trading desks this year are putting the focus on data and the ability to identify a customer across screens and platforms. That focus made owning data mission critical, and it’s shifted the focus away from programmatic as a silo and toward data management and activation across the board. As a result, “trading desk” […]

Dentsu has snapped up Accordant, a well-regarded independent programmatic technology and services firm. The acquisition comes on the heels of Dentsu’s roughly $1.5 billion deal to acquire database marketer Merkle. Accordant is among the most recognized independent programmatic services providers in the United States – a group that also includes the Goodway Group and Kepler Group. […]

While media bartering isn’t commonly discussed, the ANA’s two reports on agency transparency referenced the practice 49 times. Here’s how it works: A barter agency might agree to buy an advertiser’s surplus product, such as an airline’s unsold flight tickets at full price, which it would give to employees for business travel. In return, the […]

Digital audio inventory is increasingly available for programmatic purchase. But while audio publishers see value in the audience-based buying and granular targeting that programmatic offers, they are wary of dumping their inventory into an open exchange. And advertisers aren’t really sure how programmatic audio fits into their paid media mix. Here’s the landscape: iHeartRadio inventory […]

It’s been about three years since Zipcar left its digital ad agency in the rearview mirror, and the brand hasn’t looked back. The car-sharing company shifted all of its online ad buying to programmatic channels, turning to Accordant Media, whose stack includes a demand-side platform, an audience-buying platform, analytics, cross-channel attribution and a dynamic creative […]

Independent trading desk Accordant Media is holding strong to its bundled offering of services plus technology, even as others like Dstillery, ChoiceStream and Adadyn, roll out self-service options. But technology is still a big deal, particularly when it comes to buying across channels, which is why the company hired former Crisp Media exec Nathan Carver […]

A number of ad tech vets made Inc. Magazine’s annual 500/5000 revenue survey this month, but there were also some notable new additions and absentees following acquisitions last year. Inc.’s survey, which was released late last week, features the revenues and employee growth figures of independent companies considered to be among the fastest-growing in the […]

Digital advertisers often become enamored with ad tech at the expense of creative. “We are still miles from being able to generate great varieties of good creative to suit the various permutations of user brand environment,” said Chris Stark, SVP of product marketing for Grapeshot, a UK software company that does algorithmic ad optimization. Defining […]

“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 Paul Longo, managing director at Accordant Media. Every brand has a checklist when it comes to its programmatic media strategy. Right time – check. Right place – check. Right message – […]

“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 Kristin Marlow, managing director at Accordant Media. The recent Nielsen acquisition of eXelate, an independent data management platform (DMP), marks the latest in a string of major mergers that have […]

Independent trading desk Accordant Media uncorked on Friday a consolidated offering called Audience Targeting System (ATS) designed to make programmatic trading more accessible to direct market clients and prospects. The goal, according to company CEO and co-founder Art Muldoon, is to demystify the world of programmatic trading. To do this, Accordant consolidated four components it […]

“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 by Matt Greitzer, co-founder and chief operating officer at Accordant Media. It’s always surprising to me when marketers don’t fully leverage their data. It is only logical that a brand would analyze […]

“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 Paul Longo, managing director at Accordant Media. A media agency’s core DNA has traditionally fed a model built around the media planner. In recent years, agencies have received much criticism 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 Aram Chekijian, senior vice president of analytics and insights at Accordant Media. The recent purchases of Adometry and Convertro by Google and AOL, respectively, signify anindustry that is finally taking […]

A new crop of ad units is on the rise as mobile and social inventory expands, independent trading desk Accordant Media reported in a Q1 analysis. Although 70% of total real-time bidded (RTB) display media is attributed to the “Big 3” primary ad unit sizes, all three fell as a percentage of total programmatic impression volume. Simultaneously […]

In the second quarter of 2013, marketers maintained the momentum from the end of Q1. In AdExchanger’s Q2 mobile roundup, mobile ad networks and companies saw that rich media and in-app ads continued to drive expansion in the mobile RTB space. Mobile ad exchange MoPub saw advertisers continuing to adopt programmatic buying at increasing rates. […]

“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 Adam Heimlich, a digital consultant currently under contract with Accordant Media. If you own an ad-tech company, you probably envision the service layer of your offering as a very […]

After a strong 2012 holiday season for mobile advertising, marketers took a step back in the beginning of 2013, then charged ahead again toward the end of the first quarter. In AdExchanger’s third quarterly mobile roundup, mobile ad networks and companies found that rich media, targeting and the rise of tablets drove expansion in the […]

When Accordant Media was founded in 2010, co-founders Art Muldoon and Matt Greitzer admit that they thought programmatic media was complex. Two years later, the two executives say there’s even more complexity – but, there’s more opportunity, too. Positioning as an independent trading desk offering service and technology layers for marketers and their agencies, Greitzer […]