universal mccann

Threads will introduce ads to capitalize on users fleeing X; Perplexity tests ads and sponsored queries; and Amazon pulls the plug on Freevee.

If the ongoing pandemic has demonstrated anything, it’s that pre-packaged pre-COVID consumer data no longer applies. “The world has completely changed and there are a lot of stale data sets out there,” said Dominic Joseph, CEO of search intelligence company Captify, which released a self-serve insights, planning and activation platform on Wednesday called Sense. Several […]

Toyota needed to put out a wide-reaching message to raise awareness about its hybrid vehicles in Turkey, a market where the concept is new and not widely adopted. To do so, it turned to the broadest reach medium there is: out of home (OOH). But Toyota wanted to introduce some targeting to reach its intended […]

Vista Equity Partners’ plan to buy a majority stake in Integral Ad Science – valuing the company at $820 million, according to AdExchanger sources, or up to $850 million, according to Axios – underscores the ongoing importance of ad verification and the pressure these vendors face to grow their product offering to remain competitive. “There’s […]

Although the Video Player Ad-Serving Interface (VPAID) was meant to create better measurement in online video, it’s not that compatible with mobile video or OTT. “Everyone wants to measure [viewability] and they’re giving us VPAID tags, but VPAID doesn’t work in all environments,” said Soo Jin Oh, VP of client strategy for Cox Media’s digital […]

Last week, IPG Mediabrands global CEO Henry Tajer announced he will leave the company and head back to Australia for personal reasons. But executive politics and challenges facing media agencies also factored into his departure. Tajer, a 10-year veteran of IPG Mediabrands, became global head in 2015 after a successful stint as CEO of Mediabrands […]

XAd only wants advertisers to get paid if someone actually walks in the door. On Thursday, the location-based mobile ad network said it would allow brands to transact on a cost-per-visit (CPV) basis. Advertisers will be able to make media buys based on foot traffic-related KPIs and only pay for performance. It’s an appealing proposition […]

Agency creatives can be iffy about applying programmatic concepts, such as targeting, data layering or real-time bidding. Not in all cases, of course – they recognize the moments when programmatic can boost a campaign. But programmatic advocates, they feel, sometimes excessively focus on the technology. They also have a tendency to automate more than what […]

When Pandora announced its intent in November to acquire the assets of Rdio, it was reportedly an attempt to make up an ad revenue shortfall. Though people increasingly listen to online radio, with 143 million each month this year (the number has doubled since 2010, according to Edison Research), streaming services are still working out approaches […]

Here’s a potential new acronym for you: MOOH – that’s to say, mobile out-of-home. Digital OOH programmatic player Vistar Media launched an extension of its cross-screen offering Wednesday via a partnership with AirSage, a little-known Atlanta-based company that collects data on consumer location and population movement. AirSage captures and analyzes in the neighborhood of 15 […]

By Judith Aquino and Zach Rodgers Twitter unveiled a native ad offering for app publishers on Thursday, courtesy of its MoPub mobile exchange subsidiary. Read the blog post. While not new, the idea of “programmatic” native ads in mobile  raises some interesting possibilities, agency execs told AdExchanger. Most of those possibilities hinge on Twitter’s willingness […]

Video marketplace operator Adap.tv, fresh from the closing of its $405 million sale to AOL, is revamping its products to appeal more directly to buyers and sellers. A large part of what Adap.tv is doing is for basic marketing purposes, conceded Teg Grenager, the company’s co-founder and chief product officer. But he hastened to add […]

Twitter’s acquisition of mobile ad exchange MoPub adds a new layer to its strategy. In addition to selling native ad units, Twitter will become a seller of standardized mobile ads as well — perhaps with its own user data thrown into the mix. “Buying MoPub reclassifies Twitter beyond a social platform, or even a broadcast […]

Any media agency will tell you it’s innovating hard around data in campaign planning and reporting. But what does that mean exactly? For Universal McCann, the global media arm of McCann Worldgroup, today’s challenge in analytics isn’t methodological. It’s all in the follow through – creating standardized measurement approaches and then getting insights into the […]