Facebook is taking the next logical step in its evolution toward a full-stack ad tech offering, rolling out a demand-side platform (DSP) capable of executing programmatic buys using the company’s “people-based” advertising methodology. In recent weeks Facebook’s Atlas team has pitched the DSP product to agency partners, including Omnicom Group, Havas, Merkle and others, according […]
Of all the threats posed by the ad-blocking trend, perhaps the scariest scenario for publishers is that paid media placements could be filtered at the network level. Now that nightmare seems to be coming true, as Israeli ad-blocking tech company Shine has said it will integrate with wireless carrier Digicel to screen ads aimed at […]
Merkle, which bills itself as one of the industry’s largest privately held agencies, is moving beyond database services into tech territory. The company on Monday launched MerkleOne, its version of a people-based marketing platform for advertisers and publishers, including inaugural sell-side partner News Corp. “M1 will enable advertisers to bring their own data, anonymize IDs […]
In a perfect world, products gel. For Facebook, achieving a harmony between its buy- and sell-side offerings has propelled its go-to-market strategy. While Facebook’s ad server, Atlas, is its buy-side play, LiveRail, the video SSP it acquired last July, services the sell side. “Ideally, everything works very well together,” said F. Scott Woods, head of […]
Remember when Facebook said it wouldn’t allow independent viewability verification on its properties? And remember when WPP’s GroupM agencies Unilever, Kellogg and others were extremely displeased with that proposition and said they would curtail spending on platforms, including Facebook and YouTube, where third-party viewability tags weren’t welcome? Well, Facebook announced Thursday that it’s planning to […]
In the two years since Facebook’s huge image-sharing platform sold its first ad, Instagram has focused on fixed-price advertising from big national brands. In keeping with the platform’s emphasis on aesthetics and high design, many early advertisers were lifestyle companies like Starbucks and Disney. With Instagram’s 300 million global users now accustomed to seeing ads, […]
Attribution companies Adometry and Convertro are frequently linked because they were acquired in quick succession (by Google and AOL, respectively). And the functionality they provide is increasingly important, as marketers want to justify their digital ad spend across channels and devices. Buyers are wary when attribution technologies – which should be agnostic – are integrated […]
“Closed.” The word is often bandied about to describe Facebook’s ad tech business. It has become a rallying cry for smaller competitors as well as independent observers concerned about what they see as a return to AOL-style walled gardens. It would seem the naysayers have struck a nerve. Brian Boland, Facebook’s VP of advertising technology, […]
Beginning this fall, advertisers will be able to programmatically buy Hulu video inventory in a private marketplace across desktop, mobile and connected TV via Facebook’s LiveRail supply-side platform. In its Tuesday announcement, Hulu said it will also use Oracle’s data-management platform (née BlueKai), through which marketers can enrich their buys by combining their anonymized first-party […]
The director of ad technology for Netflix, Tony Ralph, and director of marketing for Abe’s Market, Michelle Goldstein, will appear at AdExchanger’s Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. Cross-channel attribution will be one topic discussed at the conference. As Netflix’s director of […]
