AdTech News And Editorial
AppNexus, The Trade Desk Getting Ready To File For IPOs?
It's come to this: The hopes of an industry are pinned on two SEC filings ... "When I bring a potential deal to a partner meeting and it's related to ad tech, you can feel the strong negative sentiment. If there were two successful IPOs, it would be really helpful for the finance activity in the overall ad tech sector."
It's going to be interesting to see how these IPOs play out (if this is actually the case). The industry has taken a beating over ad fraud, data tracking, and other less than stellar practices. AppNexus has done a fantastic job of cleaning up fraud on its network. It'll be interesting to see if they release further information on how the cleanup has effected their business leading up to an IPO.
French Ad-Tech Pioneer Criteo Bucks Industry’s Gloomy Trend
Criteo, which specializes in re-targeting—showing ads around the web to a user who has visited an online retailer’s website—tries to hammer home that not all ad-tech companies are in the same boat.
Facebook plays favorites with publishers
Some publishers grumble that while The New York Times gets consulted by Facebook, they can’t get a call returned. This raises suspicion that the big ones get favored by the network’s algorithm.
It's a fine line to walk, but not all content is created equally. Facebook's been taking heat lately over some of its decisions (more on that below), but this one's going to take some time to perfect. Google went the "open and fair" route with all web publishers early on and it resulted in a sea of third-rate content littering search results. There's no way teams at Facebook let that happen again on their platform.
In Flip-Flop, Facebook Denies Suggesting Friends Based On Location
Facebook reportedly examined location data to determine which of its users were physically near each other -- no matter the circumstances -- and then suggested they become friends.
Why Your Content Marketing Plan Should Be More CBGB And Less Carnegie Hall.
Get out there and provide smart, contrarian viewpoints. Try to build the CBGB of content marketing, not Carnegie Hall.
More of a marketing focused post, but a lot of the points in this article should apply to native advertising strategies as well. We can all use a little more Punk Rock in our daily lives.
Ad tech evolution continues with Avid Media's new DSP for content
However, Todd Sawicki, CEO of New York City-based Zemanta, pointed out that his company — as well as StackAdapt, Keywee, and several others — also offer buying platforms for the distribution of content that falls inside or outside of the Interactive Advertising Bureau’s native ad spec.
^^^ Like BuySellAds. Just saying... :)
IHeartMedia Launches Programmatic Private Market For Digital Radio
The private marketplace will allow select programmatic buyers to access iHeartMedia’s radio inventory across its properties on iHeartRadio.
Snapchat And The Prisoner's Dilemma Of Programmatic
Instead, Snapchat has made the decision to follow the lead of Facebook and other “walled gardens” by creating its own standards.
These "social" companies are absolutely killing it in the advertising departments. They've managed to not only redefine the entire media industry, they've also managed to provide relevant and contextual ad experiences to audiences. If there was every a shred of doubt in your mind that the ad industry is in peril, taking a quick look at Facebook, Medium, Snapchat, and even Twitter's ad-based monetization strategy. It reveals ads are here to stay and that marketers are more than willing to pay premiums for valuable audiences.
Programmatic
LinkedIn Launches Programmatic Buying
I am excited to announce the launch of programmatic buying as a way to access LinkedIn Display Ads. This means you can now work with your preferred buying platform to buy highly visible ads that help you reach and engage the right buyers and build your brand in the premium context of LinkedIn... You have the option to purchase our display ads programmatically either through an Open Auction or via LinkedIn Private Auctions.
Acquisitions
Gannett Boosts Digital Marketing Business With ReachLocal Purchase
Gannett (GCI) said after the close of trading Monday that it would buy digital marketing services company ReachLocal (RLOC) for $156 million ... ReachLocal provides digital marketing, advertising and related services to 16,000 customers in North America, Latin America, Europe and Asia-Pacific.
This purchase isn't the first of its kind. Traditional media companies have been acquiring Ad Tech companies all year. I'd be surprised if the trend didn't continue. Publishers want to take their advertising in-house and control more of their stack.