SEO Tips

MAC Lights Up Programmatic OOH To Drive Footfall In Stores

MAC Lights Up Programmatic OOH To Drive Footfall In Stores

AdExchanger | MAC Cosmetic wanted to increase footfall to its three most important storefronts in Turkey. The makeup brand buys out-of-home( OOH) inventory on mall displays to drive awareness, but it wanted a less static and more measureable route to target shoppers and get them in store, said Tugba Cetegin, marketing manager at MAC Cosmetic […]

Data And Diversification: How Publishers Survived 2017

Data And Diversification: How Publishers Survived 2017

AdExchanger | In 2017, many online publishings realized that data and revenue diversification could drive success. And not being diversified enough could hurt their business. While many publishers tout their branded content industries, programmatic provides a dependable, easily scalable revenue stream. Publishers that were programmatic holdouts, avoiding the main style advertisers do data-driven buying, course-corrected […]

A Closer Look At Demand-Path Optimization: Why Humans Matter

A Closer Look At Demand-Path Optimization: Why Humans Matter

AdExchanger | aThe Sell Sidera is a column written by the sell side of the digital media community. Today’s column is written by Erik Requidan, vice president of programmatic strategy at Intermarkets. In September, I wrote a column that introduced the idea of demand-path optimization, the process by which publishers optimize the path from supply-side […]

'Tis The Season For Ad Fraud

‘ Tis The Season For Ad Fraud

AdExchanger | As advertising expend ramps up during Q4, bad actors react in kind. Attracted by increased ad budget, fraudsters conceal their chicanery within the burst of year-end marketing activity. And shorter campaign flights during the holidays mean advertisers donat have time to check for weird patterns or increased bot activity. aIf youare running a […]

Actual Input Latency: cross-browser measurement and the Hasal testing framework

Actual Input Latency: cross-browser measurement and the Hasal testing framework

Editor’s Note: This post is also featured on the 2017 Performance Calendar. This is a story about an engineering squad at Mozilla, based in Taipei, that was tasked with measuring performance and solving some specific performance bottlenecks in Firefox. It is also a narrative about user-reported performance issues that were turned into actionable insights. It […]

Inaccurate Segments May Be Costing Advertisers Billions

Inaccurate Segments Is a possibility Expensing Advertisers Billions

AdExchanger | “Data-Driven Thinking” is written by members of the media community and contains fresh notions on the digital revolution in media. Todayas column is written by Chris Kelly, founder and CEO at Survata. Weave all read the doom-and-gloom news about programmatic problems, from YouTubeas brand safety issues to brand advertisers culling their spending and […]

Snapchat's Creative Innovation; Google's Lead In Mapping Tech

Snapchat's Creative Innovation; Google's Lead In Mapping Tech

AdExchanger | Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Creative Innovation Snap unveiled a new ad format: sponsored animated filters, which are branded augmented-reality lenses for its outward-facing camera. Dunkin Donuts launched the first campaign using the format Thursday. Snap, which claims 3 billion snaps using animated filters are created on […]

German Regulator Eyes Facebook Data Collection; The Guardian's Monetization Odyssey

German Regulator Eyes Facebook Data Collection; The Guardian's Monetization Odyssey

AdExchanger | Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Sprechen Sie Data? Germany’s top antitrust enforcer is going after Facebook with a new interpretation of competition law. According to German officials, Facebook is abusing its power as the dominant social media platform in the region, where it has more than 90% […]

IPG Mediabrands Built A Data Stack That Operates Across Walled Gardens

IPG Mediabrands Built A Data Stack That Operates Across Walled Gardens

AdExchanger | For agencies, managing and optimizing campaigns across walled gardens is no easy task. Because Facebook, Google, Snap, Twitter and Amazon each have their own ways of defining audiences and processes for optimizing spend, buyers have to launch campaigns multiple times across each of them for every client, without getting consistent insight into what’s […]

The Path Toward Standardization In OTT Advertising

The Path Toward Standardization In OTT Advertising

AdExchanger | “On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Jim Wilson, president at Premion, a division of Tegna Inc. It has been a pivotal year for over-the-top (OTT) advertising. Advertisers are following the eyeballs, and significant ad dollars are shifting from cable […]

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