Quora’s Ad Platform Connects With B2B Advertisers

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The question-and-answer site Quora considers itself a unique hybrid of search and social. Since neither of those platforms open themselves up to programmatic demand, Quora decided it wouldn’t go that route either. Quora’s ads platform officially went live in May with 300 advertisers on board, who could only purchase ads through Quora’s Facebook-like self-serve adContinue reading »

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McAfee: The Goal Of Good Content Is To Educate, Not To Sell

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B2B buyers are doing more of their product research online – and that was becoming a problem for security software provider McAfee. “We could grow the business when we had a seat at the table with our install base,” said Lisa Matherly, VP of content marketing at McAfee. “But when potential customers were conducting their researchContinue reading »

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DOJ Sues To Block AT&T-Time Warner Merger; Broadcasters Team Up On API For Local TV Ads

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vertical Disintegration The Justice Department is suing to block AT&T’s $85.4 billion takeover of Time Warner on the grounds that the combined television content and distribution assets violate antitrust law. Bloomberg was first to report the story. Blocking the AT&T-Time Warner merger would haveContinue reading »

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Rob Norman Shares His Industry Outlook After 30 Years In The Media Biz

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Agencies are dying? Don’t tell that to Rob Norman, chief digital officer and veteran of WPP’s GroupM, who said Monday he will step down from his full-time role to become a part-time adviser for the company. But even if agencies aren’t having a near-death experience, they should behave like they are, Norman said: “If youContinue reading »

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Zenith: Programmatic Display Will Eat The World By 2019

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Programmatic trading is coming to traditional channels such as TV, radio and OOH sooner than you might think, according to according to Zenith’s third Programmatic Marketing Forecast, released Monday. Zenith predicts programmatic buying techniques used widely in digital display increasingly will bleed into more traditional media channels. The Publicis-owned agency reckons that advertisers will spendContinue reading »

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Google Shares Play Store Data To Stamp Out Mobile Click Injection Fraud

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Google is opening up an API to stop fraudsters from stealing credit for app installs, and mobile measurement and attribution platform Tune is an early adopter. The API, which was fully integrated into Tune’s platform Monday, enables Google to share data with partners about the exact time an app install is initiated in the PlayContinue reading »

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Conagra Uses Creative To Capture More Data In Cross-Screen Video

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For large CPG brands like Conagra that typically generate the most awareness through mass reach, hyperpersonalized video creative hasn’t always been their top consideration. But that is changing. “We’re seeing more personalized creative and ad versioning from CPG brands [that] might not own any data from the consumer up until the actual purchase point, becauseContinue reading »

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What Brand-Safe Marketing Means To New York Life

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New York Life is in the insurance business – but the brand also has to protect itself. Marketers today have several metrics to juggle in their digital buys: Fraud, viewability and context top the list. But it’s not enough to monitor these metrics; brands need to take action. Natan Cohen, New York Life’s corporate VP ofContinue reading »

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TV Commercial Length And Attention: The Elusive Sweet Spot

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“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Joan FitzGerald, an independent consultant. In our entertainment-overloaded, attention-starved digital age, every teacher knows they need to balance the long and thoughtful with the short and punchy, or else they’ll lose the attention ofContinue reading »

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The Case For Connectivity

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“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 Ashley Herzog, vice president of product at Visto. Like a good mass transit system, interconnectivity is the key differentiator for advertising technology these days. But for any brand embarking on a self-serveContinue reading »

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