Oracle Data Cloud’s Plan To Take Over Digital Media Without Touching Media

Since Oracle Data Cloud’s creation four years ago, following the acquisitions of data sellers Datalogix and BlueKai, it has taken a central role in powering Oracle’s core products. Oracle Data Cloud further enhanced its ability to measure the digital media supply chain with its $850 million acquisition of Moat and the $400 million acquisition ofContinue reading »

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Inside The New Agency Holding Company Playbook

As the traditional holding company model declines, new models are rising as competition. While the “big six” – WPP, Publicis Groupe, IPG, Dentsu Aegis, Havas and Omnicom – still rule, legacy structures and poor financial performance are causing their dominance to wane. In March, WPP lost $2.6 billion from its market cap. Omnicom has beenContinue reading »

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AppNexus Has Quit The Industry’s Ad ID Consortium. Is This The End?

AppNexus’s new telco owner, AT&T, has withdrawn it from the Advertising ID Consortium, a shared industry cookie ID it co-founded last year along with other independent ad tech platforms. Adweek first reported the move on Thursday. Does the withdrawal spell curtains for the independent identity graph before it really got off the ground? The consortiumContinue reading »

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Adobe Will Buy Marketo For $4.75 Billion

Adobe said Thursday it has agreed to acquire the B2B marketing platform Marketo for $4.75 billion. It’s the biggest deal in Adobe’s history. And the cloud technology giant may be shelling out so much because Marketo’s B2B category strength could help as Adobe moves into media buying and ecommerce, à la TubeMogul and Magento, whereContinue reading »

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The Big Story: The Strange Case Of The Vanishing Media Agencies

The Big Story is a breezy new podcast featuring a roundtable of AdExchanger editors talking about the biggest stories from the past week. It is available wherever you subscribe to podcasts. The temperature is cooling, the leaves are falling and the skies are turning the color of slate. It’s a time for mystery. This weekContinue reading »

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Magna: OTT Will Reach $2 Billion In 2018

Advertisers are moving over the top. Over-the-top TV (OTT) ad spend will grow 40% to reach $2 billion this year, according to Magna’s US Ad Spend Forecast Fall 2018, released Thursday. And addressable TV campaigns will reach $800 million in 2018. The uptick in OTT investment is driven by consumer adoption of smart TVs andContinue reading »

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How New CEO Mel Edwards Will Build On Wunderman’s Momentum

Wunderman global CEO Mel Edwards has big shoes to fill. Last Thursday, the CRM and digital agency said it would replace CEO Mark Read, recently named CEO of WPP, with Edwards, who previously led the agency in EMEA. Read is credited with turning Wunderman around from a legacy direct marketing company into a digital powerhouse.Continue reading »

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As Dmexco Shrinks, It Must Decide Whether To Be A Regional Or International Show

Dmexco is shrinking, becoming less international and is evolving into a vendor showcase. Multiple industry vets told AdExchanger that the sprawling event, considered a must-attend conference along with CES and the Cannes Lions, felt like “sellers talking to sellers.” Many also noted a lack of agency presence. “There seems to be less in the way ofContinue reading »

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Panoply Lays Off Editorial Staff In Transition To Focus On Tech

Panoply, the podcast network and technology company born from The Slate Group, is cutting ties with its editorial and direct sales business to focus on building podcast technology. The group has a podcast ad server called Megaphone, used by over 1,500 publishers, that dynamically inserts ads into shows. Last year, Panoply launched Megaphone Targeted MarketplaceContinue reading »

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Who Is Guru Gowrappan? New Oath CEO Described As Strong Operator, “Thinking Leader”

Oath COO Guru Gowrappan will take the reins of Verizon’s media and advertising subsidiary following the departure of Tim Armstrong, the former AOL CEO who has overseen the telco’s consolidation of AOL and Yahoo into a single platform, at the end of the year. Verizon hired Gowrappan earlier this year from Alibaba, where he hadContinue reading »

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