ESPN is joining NBC Sports in adding new streaming rights to NFL games on its mobile platforms. ESPN announced Wednesday that it had signed a deal with the league to offer authenticated pay-TV
subscribers access to games on smartphones.
Is Streaming Cord-Sharing Next?
Pay TV companies are increasingly worried about password sharing when it comes to streaming apps and platforms of TV networks and other services.
Luma Partners’ Brian Andersen Lays Out Ad Tech’s M&A Potential In 2018
AdExchanger |
Luma Partners’ Brian Andersen will speak at AdExchanger’s upcoming Industry Preview conference on Jan. 17 – 18, 2018 at the Grand Hyatt New York. 2018 will see the same amount of deal activity as 2017 as the field of potential buyers expands, predicts Luma Partners’ Brian Andersen. The ad tech acquirers are much different from when Andersen joined… Continue reading »
LendingTree Scales Dynamic Creative To Juice Its Display Ad Returns
AdExchanger |
LendingTree, an online lead-generation exchange for consumer loans, is hoping to prove that more informed creative can be one of the main drivers of real-time advertising performance. The company spent two years evaluating dynamic creative optimization (DCO) technologies and is now scaling out the program under the startup RevJet, said Josh Eldridge, LendingTree’s senior marketing… Continue reading »
AdColony CEO Will Kassoy Gets The Boot As Revenue Is Set To Tumble In Q4
AdExchanger |
AdColony’s Q4 revenue is expected to drop 5-10% more than it did last quarter and CEO Will Kassoy is out, effective immediately. The news caps off a “disappointing” year for AdColony, according to a release late Thursday from parent company Otello Corp. (formerly Opera Software, which rebranded to Otello on Monday). Kassoy, who joined Otello/Opera… Continue reading »
Publisher commerce ambitions will hit a wall in 2018
Publishers know by now that farming on a platform’s land can be dangerous.
Just as publishers have learned that they’d struggle to monetize their content on Facebook, those that spent to build businesses based on e-commerce affiliate commissions will get a wake-up call in 2018, as Amazon cements its place as an online shopping destination and cuts the affiliate commission rates it pays publishers.
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Facebook Watch, independent media, referral traffic: What’s doomed in media in 2018
Every year, a number of things die in media and marketing. This year, we thought we’d switch up the year-end prediction tradition, and ask people in those industries to tell us what they think will kick the bucket in the coming year. We granted sources anonymity so they could speak freely. Here are their responses.
Referral traffic: “In the short term, Facebook will be a worse partner before they’re a better partner. They’re confused right now. They had a shitty year. When you’re confused and scared, you go back to your comfort zone, and that’s peer to peer. I think they’re going to go, ‘This news thing is harder than it looks.’ But fundamentally, Facebook is a way less interesting place without premium content.” — Digital publisher
The 30-second digital video ad: “We’ll see ad length decrease to meet the demands of short-form video viewers. Six- to 15-second ads will dominate by the end of 2018.” — Video platform vendor
Facebook Watch: “Facebook will abandon the Watch strategy and reinvent a digital product yet again. They’ve literally abandoned every single video strategy in the past three years. None of the Watch shows are making money. People asked to produce content for Watch are not going to see enough ROI for it, and this mid-roll experiment is going to be a massive failure because users aren’t going to engage with mid-roll advertising. Getting people to consume video is the easy part. Getting people to stick around when you’re jamming in a mid-roll ad isn’t.” — Digital publishing exec
Fake influencers: “Bullshit poseurs who have built up their followers by buying them and baiting them, and then rip off the brands who pay them for influencer campaigns that don’t generate any results. The brands are getting too smart for this shit.” — Influencer marketer
BuzzFeed’s commitment to news: “BuzzFeed will divest one of its business to a legacy media company, most likely BuzzFeed News. Running a news organization is expensive and they have always struggled with monetizing it versus their lighter content, and the recent layoffs have refocused the company into building fast, efficient businesses like Tasty. BuzzFeed News would be a bounty to a legacy organization looking to jump-start their journalistic footprint against younger audiences. The most likely buyer will be NBCU because of the existing relationships, but what about the soon-to-be-merged Disney/Fox or even the eventually merged AT&T?” — Publishing sales exec
The independent media company: “That can’t last. Everyone will figure out a way to partner up with someone to get through the tough times, or bigger companies will snap them them up. Maybe NowThis picks up Mic. All these digital media companies raised so much money, they have amazing cost structures. It’s a downside to all the VCs and people who get laid off, but it’s necessary for the vitality of the space.” — Digital media operator
The cold war between Facebook and Google: “In the way Facebook came after YouTube, YouTube will hit back, along with Google, with things like better products, better monetization for publishers. Publishers had 45 percent referral traffic from Facebook and 34 percent from Google, and now that’s reversed. Google is the friend to publishers, and Google is going to keep on it and hit back. Zuck is in for a bit of a fight.” — Platform partnerships exec
Quartz Adopts Anti-Programmatic Stance; Agency Pitch Frenzy Siphons Talent
AdExchanger |
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Programmatic Pushback The news company Quartz released a memo on Thursday laying out an anti-programmatic stance on advertising. “In a bygone era, advertisers wished to align with and support what they perceived as quality content,” writes Quartz publisher Jay Lauf. “That idea has eroded… Continue reading »
Comic: Naughty & Nice
AdExchanger |
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem… AdExchanger: Origins AdExchanger: Crisis In Ad City (Part I) AdExchanger: Crisis In Ad City (Part II) AdExchanger: Enter Malware (Part I) AdExchanger: Enter Malware (Part II) AdExchanger: Enter Malware (Part III) AdExchanger: Enter Malware (The Conclusion) AdExchanger: Angels And Startups AdExchanger: Rumble In Arbitrage Plaza… Continue reading »
A Closer Look At Demand-Path Optimization: Why Humans Matter
AdExchanger |
“The Sell Sider” 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 platforms (SSPs),… Continue reading »