Former Adap.tv CEO Toby Gabriner, who became AdRoll’s president in April, has been promoted to CEO, effective immediately. The company’s founding CEO, Aaron Bell, will transition to chief product officer. Gabriner has for the past year advised AdRoll, which wanted to evolve from an early retargeter focused mostly on Facebook to a mid-stage, cross-channel performance marketing […]
AdRoll has a new president: Toby Gabriner, former CEO of Adap.TV (now AOL/Oath) and an early CEO of [x+1], now owned by Rocket Fuel. Gabriner, who joined AdRoll as a strategic adviser in October, succeeds longtime president, CMO and founding team member Adam Berke, who will move into a strategic advisory role at AdRoll. Transitioning […]
Verizon won’t complete its $4.8 billion acquisition of Yahoo until next year, but that hasn’t stopped speculation about which pieces of ad tech will come along for the ride. As Yahoo and AOL built their respective ad stacks to serve publishers and advertisers over time, obvious crossovers have occurred. So what’s complementary, what’s redundant and […]
Digital automation may increase the volume of video ads initially, but improvements in targeting and cross-screen frequency caps will drive more relevancy while ultimately reducing the overall ad load. It’s no surprise that data and technology are upending the upfront TV buy. Following a two-year slump in advance upfront commitments, Forrester expects advertisers to combine scatter, […]
Video and cross-screen private marketplaces (PMPs) are all the rage, though their strategic uses differ from publisher to publisher. AOL’s newest PMP partner, Rev4 Media, wanted to take advantage of the silver screen and the associated second-screen opportunity for mobile app developers. It’s in the process of building a PMP using AOL’s technology. Rev4 Media […]
Much like the waves programmatic private marketplaces have made domestically of late, more European broadcasters are considering these deals for the “brand safety” they promise marketers and the perception of control over CPMs they provide. London-headquartered Videoplaza, which was founded in 2007, is going after this very trend. Its sell-side ad-serving and management platform Karbon […]
Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an […]
AOL’s Adap.tv will acquire Jon Mandel’s PrecisionDemand, a TV ad-targeting company that mines set-top box data and layers it with first-party data. In a Wednesday blog post outlining the acquisition, Adap.tv’s Toby Gabriner wrote: “Integrated into Adap.tv’s programmatic buying and selling platforms and, eventually, ONE by AOL, PrecisionDemand will be a key component of our […]
RockYou is clawing its way back. The 8-year-old company, which once produced social games, was one of the first MySpace and Facebook third-party app developers until it suffered a major data breach five years ago that exposed unencrypted user account data of more than 32 million users. That wasn’t RockYou’s only struggle. The company couldn’t […]
Adap.tv, acquired by AOL six months ago, unveiled on Monday a new add-on to its Audience Path demand-side platform (DSP), called Audience Path for TV, to let advertisers and agencies apply more data to their linear TV ad buys. The release capitalizes on a trend in which data-driven ad buying on linear TV presents opportunities for […]
