Seven independent ad tech companies debuted a programmatic consortium on Thursday that pools their supply- and demand-side cookie IDs into one shared identity asset. The consortium is helmed by AppNexus, MediaMath and LiveRamp, which provides the data matching. Other launch partners include Index Exchange, Rocket Fuel, LiveIntent and OpenX. And it’s a shot across the […]
AppNexus wants in on connected TV ad budgets. The ad tech company has doubled down on the infrastructure to support connected TV buying and selling by integrating the forecasting from its Yieldex acquisition with its video ad server. It also has added support for newer connected TV ad formats and long-form content. These developments should […]
Criteo welcomed Twitter’s revelation last week that it would stop investing in its retargeting platform TellApart due to direct-response headwinds. Criteo’s CEO said these changes could help its own business. “TellApart was a strong competitor for us in the US, so it was good news for us that they’re winding down that business, and [it] […]
Amazon’s ad revenue may be way higher than previously thought. Like, three and a half times higher. According to new analysis from Dan Salmon, managing director for media and Internet equity research at BMO Capital Markets, the company could generate $3.5 billion in ad revenue in 2017. And he expects that figure to grow 63% […]
Destination marketers get tripped up on attribution. A tourism board, like the Pocono Mountains Visitors Bureau (PMVB), for example, spans four counties across northeastern Pennsylvania and represents a consortium of hotels, restaurants and activity providers, which makes it difficult to gather real-time metrics on visitation. “Someone might click on an ad and visit our website, […]
Alphabet beat its earnings forecast in the first quarter, sending the stock up 5% in after-hours trading. Revenue increased 22% year over year to $24.75 billion. The positive earnings report, however, was overshadowed by investor questions about the YouTube brand safety crisis. Since January, brands and agencies have withdrawn spend, leading Google to improve controls […]
Oracle Data Cloud has become a big business driver for Oracle’s CX Cloud Suite, which includes software for marketing, sales, commerce, social and customer service. In the past 18 months, Data Cloud has also become a big acquirer, with deals for Moat, Crosswise and AddThis. And it has a strong presence even in announcements about […]
Hulu is moving into phase two of its advanced TV strategy almost two years after launching its private exchange. But the market has changed since then, and Hulu has evolved its own ad technology stack in lockstep. For starters, Facebook shuttered the LiveRail supply-side platform (SSP) and ad server last year, so Hulu migrated to Tremor’s video SSP. Rather than entering a drawn-out RFP […]
While the big story from the Interactive Advertising Bureau’s (IAB) 2016 digital ad revenue report is that mobile accounted for over half of digital ad spend, digital audio spend was finally significant enough to merit its own category. The biannual report, released Wednesday, shows digital audio spend hit $1.1 billion in 2016, “passing the threshold […]
MGM Resorts International needed to revamp its go-to-market strategy. The hospitality company, which owns hotels along the Las Vegas Strip such as the Bellagio, MGM Grand, The Mirage and Mandalay Bay, as well as properties across the globe, was operating competing media plans for each hotel brand. “We’ve always gone to market as individual resorts,” […]
In the past year, Baby product and mattress brand Newton Baby has put all its media channels through a new testing regime for incrementality. It was a revelatory experience.
Colgate-Palmolive redesigned all of its consumer-facing sites and apps to make it easier to collect opted-in first-party user data.
History can be a burden for a brand, if it means that company is too set in its ways to pivot and try new things. Just consider e.l.f. Cosmetics, the digitial-first, social-native brand that made good.
Digital-native brands need to figure out how to win in retail shelves. They’re finding it difficult, to say the least.
A group of 20 web app developers sent a letter to the CMA claiming the regulator’s proposed remedies for increasing competition among mobile browsers do not address barriers to entry for mobile web extensions on iOS and Android.
“There are billions of additional screens outside of mobile phones,” says Dan Page, TikTok’s global head of partnerships and new screens. “We want to be in all of them.”
