When agencies pursue proprietary solutions, they ultimately abandon them for a superior market-based one. So, agencies should focus on producing effective campaigns and leave the tech to the technologists.
Outside of the office, Amanda Betsold may be found running in an Ironman competition, scuba diving with leopard seals in Antarctica or attempting to climb the seven summits. “I never choose the safe bet,” said Betsold, a programmatic lead at iCrossing. “If I’m going to put effort into something, I want to make it worth […]
Performance agencies are expanding their relationships with big brands as they move more budget to digital and the upper funnel becomes more measurable. “Everything has become performance,” said Michael Kahn, CEO of Performics, Publicis Media’s performance agency and specialty practice. “Clients need to know that a brand-building effort led to a revenue outcome as well.” […]
Major publishers like Hearst, Vice, Time Inc., The New York Times and Meredith have either built or acquired agency capabilities and content studios over the past few years to create synergies between their content and the brands that monetize it. Being owned by a publisher allows digital agencies to tap editorial expertise for engaging creative […]
Snapchat may have disappointed investors in its first-ever earnings disclosure on Wednesday, but agencies aren’t ready to bail just yet. Snap missed the mark on both user and revenue growth as it continued to fend off relentless copycatting from Facebook and Instagram. But because the platform pulls in the highest engagement rates among millennials, it’s […]
Since iCrossing entered the market as a search agency in 1998, digital spend has expanded to social, display and mobile, all of which are table stakes. As a result, iCrossing expanded into a full-service agency, eventually getting acquired by Hearst in 2010. Since then, it’s snagged AOR accounts for clients like Bayer, Church and Dwight and […]
Clients want their agencies to operate in fluid, multidisciplinary teams. That’s hard to achieve for larger holding companies traditionally siloed into distinct arms. Disparate units working toward internal goals often find themselves competing instead of collaborating to meet client KPIs. Hearst-owned marketing agency iCrossing is challenging this model with a new structure that promotes omnichannel […]
A handful of ad tech employees who started out at agencies are now returning to senior-level agency roles. And they’re bringing a particularly valuable blend of skills with them. According to Accuen CEO Megan Pagliuca, that initial agency experience is key. “There’s a big con of hiring people from ad tech [without an agency background] […]
ICrossing, a digital marketing agency owned by publishing giant Hearst, unveiled Wednesday the beginning phases of a long-term partnership with marketing software provider Kenshoo. ICrossing will integrate its Connected Marketing Platform (CMP) with Kenshoo’s tools that automate and add intelligence to bids in paid search campaigns. The ability to automate campaign functions is a key […]
iCrossing has rebranded its Red Aril DMP, which is positioned to serve the data management needs of brands, as Core Audience. It has also named Adam Lavelle as CEO of the unit and Peter Randazzo, an AdExchanger columnist, as president. (Both men have separate roles at iCrossing, Lavelle as chief strategy officer and Randazzo as […]
“Ad Agents” is a column written by the agency-side of the digital media community. Peter Randazzo is Chief Technology Officer of iCrossing, a global, digital marketing agency The above headline contains an acronym long enough to strain its credibility as a time saver. TANSTAAFL stands for “There ain’t no such thing as a free lunch“, […]
On Wednesday, Hearst digital marketing agency, iCrossing, said that it had acquired data management platform, Red Aril. In the release, iCrossing identified the DMP as a key part of the deal as well as “a trading desk application, which leverages insights from the data management platform to execute and inform media campaigns across networks and […]
DataXu announced earlier this week that Hearst digital marketing agency iCrossing had chosen DataXu for demand-side platform services. Read the release. iCrossing VP Dax Hamman discussed the deal as well as iCrossing’s view on DSPs and “intent” media. AdExchanger.com: What are the triggers for choosing to include a demand-side platform in your business model in […]
