AdExchanger: News and Views on Data-Driven Digital Advertising

Are You An Exec With 'Digital' In Your Title? Good Luck

AdExchanger — Thu, 23 May 2013 11:05:05 +0000

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Adam Heimlich, Consultant & Former Razorfish Client Partner. Big business first started to take digital seriously when, about five years ago, companies hired their first directors of digital marketing. Now [...]

Digital Media Summit Ends With Mozilla And IAB On-Stage Debate

John Ebbert — Thu, 23 May 2013 04:08:12 +0000

Today, LUMA Partners gathered together ad tech executives near and far for its annual Digital Media Summit during New York City's Internet Week. The agenda featured a content-rich day of discussions on the corporate development and strategy side of ad tech as opposed to the client side. Among the highlights was a keynote by Google's [...]

How To Transcend 'Above-The-Line' And 'Below-The-Line' Thinking

AdExchanger — Thu, 23 May 2013 04:05:42 +0000

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Greg Corso, Vice President of Media Solutions at dunnhumbyUSA. In Dr. Seuss’ The Butter Battle Book, the Yooks are separated from the Zooks by a wall, an arbitrarily drawn [...]

Programmatic Out-Of-Home; Twitter Lead Gen

AdExchanger — Thu, 23 May 2013 04:03:35 +0000

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Programmatic Out-Of-Home Signs on sticks – can you buy them programmatically? Xaxis thinks so. The WPP trading desk is adding out-of-home buys courtesy of sister company Spafax and its geo-based audience segments (with Vistar Media’s help – Digiday). The venues: “taxis, shopping malls, doctor’s [...]

Google Expands 'Display Benchmarks' As It Reaches For More Branding Business

David Kaplan — Wed, 22 May 2013 22:17:14 +0000

Google is giving advertisers and agencies up-to-the-month access to its industry performance benchmarks for display advertising. Called Display Benchmarks, the tool presents aggregated ad performance data that can be filtered according to variables such as click-through rates, ad interaction times, video completion rates, and other metrics. And it works across ad formats/sizes (including mobile), verticals, and [...]

Opera Mediaworks Launches Connected TV Ad Network

Kimberly Maul — Wed, 22 May 2013 13:02:58 +0000

Moving beyond smartphones and tablets, Opera Mediaworks introduced AdMarvel, an ad network for internet-connected TVs that brings together an ad exchange, ad serving and ad management functionalities. "A connected TV looks a lot like a tablet computer," explained Opera Mediaworks CEO Mahi de Silva. "Given our experience in the tablet and smartphone space, as well [...]

Social Referrals Lag In Driving Conversions, But Pinterest Shows Life

Kimberly Maul — Wed, 22 May 2013 12:07:55 +0000

Email and search continue to drive the most referrals to ecommerce sites, according to Q1 2013 data from website optimization company Monetate. But word-of-mouth through social media does influence purchases, despite a lack of last-click attribution for the channel. After analyzing more than 500 million online shopping experiences, the Ecommerce Quarterly report found conversion rates [...]

IP Targeting May Replace The Cookie, Says AcquireWeb

John Ebbert — Wed, 22 May 2013 04:08:58 +0000

AcquireWeb is not a new, bootstrapped startup – but it could be labeled an evolved one with a new home in display advertising. CEO Al Gadbut describes his 27-person company, launched in 2001, as “a marketing data technology company focusing on customer identity integration within the digital space.” When the Foster City, California-based company started out, [...]

How Limited Is Mobile Exchange Inventory?

Judith Aquino — Wed, 22 May 2013 04:08:45 +0000

Mobile advertising grows more enticing as consumers become attached to their smartphones and tablets. Assessing the value of mobile ad inventory against traditional display inventory can be confusing, however. AdExchanger went straight to the experts and asked several demand-side platforms (DSP), supply-side platforms (SSP), ad exchange companies and an ad agency this question: “How limited [...]

Don't Walk Into Walls: Finding The Real Value Of Mobile Location Data

AdExchanger — Wed, 22 May 2013 04:05:32 +0000

“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Krishna Subramanian, Chief Marketing Officer at Velti. When considering location data, marketers – not unreasonably – tend to focus on its ability to tell them where someone is at [...]