Amid DMP Merger Mania, Brands Face A Changed Marketplace

NEW YORK, April 21, 2015 — By Kristin Marlow, Managing Director, West The recent Nielsen acquisition of eXelate, an independent data management platform (DMP), marks the latest in a string of major mergers that have significantly altered the DMP landscape. The eXelate deal was preceded by Oracle’s acquisitions of BlueKai and Datalogix, as well as Acxiom’s purchase of LiveRamp. As …

Foursquare’s new Pinpoint ad platform sells ads based on users’ location data

The Next Web: Foursquare believes that mobile phones are the cartographers of the modern world. With Pinpoint, the social, local, mobile company has created an advertising solution that claims to leverage 6 years of first-party data that informs cross-platform retargeting.     With 7 billion check-ins from 55 million people, Foursquare will let marketers know when consumers visited a specific location and …

AOL Unveils ONE by AOL, an Advertising Platform

The New York Times: AOL has officially launched One (or One by AOL), its new, cross-screen programmatic ad platform.  AOL says that brands can customize their own platforms and still maintain control of their own data. With a single view of customers through a media agnostic lens, One says that insights can be easily deployed across display, mobile, video, and TV.   AOL …

Programmatic Goes Beyond Display Ads, Opening Up New Creative Possibilities

Ad Age: More brands understand the urgency of programmatic.  Yet, they face an uninspiring choice of ad-formats, bland display and boring banners. Not anymore, says Undertone, an ad-network that now offers homepage takeovers and pushdowns, available through automated buying. Undertone is trying to gain a greater share of ad-budgets by offering  these new formats on sites owned by Gannett, American Media, …

Infographic: See Which Devices Your Target Audience Is Using

DataPoints, AdWeek: Marketers today readily acknowledge the importance of mobile. But Millward Brown Digital’s new survey indicates that existing reports may be overstating the case, particularly when it comes to the types of activities being conducted.  Yes, millennials are the most likely to be using their smartphones for browsing and shopping. However, consumers across surveyed age groups primarily turn to their laptops and …

Digital Marketers are Facing a Crisis That’s Costing Them Billions

AdWeek, Brand Share: There is an unprecedented shortage of digital skills in the marketplace.  Marketers report not knowing how to successfully craft and execute a digital strategy nor how to effectively measure ROI.   To wit, 90% of marketers report suffering from a shortage of digital skills.    In the “The Future-Proof Marketer in 2015” report from Grovo, nearly $1 trillion is …

iHeartMedia Will Sell Radio Ads Programmatically

CMO Today, Wall Street Journal:  To compete with the advance of programmatic in TV, cinema spots, print, and out of home ads, iHeartMedia will now sell its ad inventory across its 850 radio stations through a new programmatic marketplace.   iHeartMedia is hoping psychographic data from music and news preferences, not to mention current weather and traffic patterns, will each drive value …

Yahoo Adds Mobile Native Audience Targeting, Apps Create Digital DNA

Mobile Marketing Daily:  Yahoo’s is hoping that advertisers agree– a person’s apps are truly their digital DNA.  After acquiring Flurry, (a service that tracks customer use of nearly 650,000 apps, including Shazam, Gilt Group, Etsy and Pinterest,) Yahoo has now integrated Flurry’s 40 ‘personas’ into their Gemini ad marketplace. CPG companies have seen early success in applying these personas: 14 point lift in unaided brand …

Millennials Adept at Filtering Out Ads

eMarketer: Nora Ganim Barnes, director of the Center for Marketing, finds that millennials are wary of commercial messaging.  Millennials are least likely among measured cohorts to be influenced by traditional push marketing strategies.  Instead, they rely on word-of-mouth recommendations and trusted sources. Unsurprisingly, social media is often that, and it’s also the largest driver of purchase behavior.   Can marketers use their ads to …

How to Create the Right Emotions with Color in Web Design

The Next Web: While digital advertisers have been plumbing contextual data to influence consumers, have they fully considered the environment where advertisements are placed?  Applying color theory to web design, this article makes us consider, ‘Are we effectively using color in our purchasing?’ Are advertisers and their programmatic partners actively exploiting the interrelationships, the vibrancy, the complementarity of colors to communicate, engage …