For most major brands, linear TV continues to receive the lion’s share of their media budgets, accounting for 36.5% of all ad spend in 2015. But linear TV also presents significant challenges for today’s marketers, leading Forrester to predict that digital ad spend – infinitely more measurable – will overtake TV ad spend in… Read more »
Over the last several years, modern marketing has evolved rapidly. Consumers, who only a few years ago could be reached at scale through a few media channels, now spend their limited time consuming media across a large variety of devices, spanning desktop, mobile phone, tablets, and over-the-top devices. They watch more television than ever, but… Read more »
By David Yourdon, Data Scientist The tremendous amount of consumer and campaign data now available to many marketers and publishers can be paralyzing due to its sheer size and complexity. One of the main reasons the data can stop folks in their tracks is that it can tell seemingly different and even contradictory stories depending on… Read more »
We couldn’t help to notice there has been chatter (see FUD) in the market recently about the alleged disadvantages of employing a standalone data management platform (DMP) instead of using a DSP/DMP hybrid. As the provider of the market-leading DMP, we had a few opinions of our own we thought worth sharing. There are three issues… Read more »
Interactive Advertising Bureau CEO Randall Rothenberg made news this week with a speech at his organization’s annual leadership summit. Rothenberg made a strong public statement regarding for-profit ad blocking solutions and the risks they pose to the industry. He specifically addressed the controversy that arose earlier this month about allegations that the IAB disinvited a… Read more »
Gartner Research Director Martin Kihn has written an insightful two part series on his blog called, “Top 10 Amazing Secrets of DMPs“. Kihn, who specializes in data-driven marketing and advertising technologies, begins the piece by calling the DMP, “the soul of modern marketing. This blog series follows the recent publication of Gartner’s Magic Quadrant… Read more »
Gartner cast a wide net in their assessment, Krux was named a Visionary with highest marks among visionaries for our ability to execute. “Marketers need integration and coordination among systems to manage and optimize individual dialogues in real time, across channels, devices and contexts, on a continuous basis… A digital marketing hub is foundational for… Read more »
The digital economy is built on the interplay between convenience and privacy. Consumers ‘get’ that advertising is essential for free or low-cost access to a huge array of content, services and apps. At the same time, they resent feeling as if Big Brother is watching over them – and therein lies the rub. The tension… Read more »
To celebrate the various achievements of these data masters in the Krux community, we’ve released a new video of Data Matters moments. We’ve also highlighted 10 bytes of data wisdoms from event speakers representing Warner Bros., Live Nation, Tribune Publishing, and more. Enjoy! “Completeness is a powerful way of understanding and having access to 100%… Read more »
Clayton Christensen, the father of “disruptive innovation,” would love the ad technology industry.
With more than 2,500 Lumascape companies across various verticals chasing an exit, venture funding drying up for companies that haven’t made an aggressive SAAS revenue case and the rapid convergence of marketing and ad technology, the next few years will see some dramatic shifts.
The coming tsunami of powerful megatrends is driving ad technology relentlessly forward at a time when data is king and the companies that best package and integrate it into multichannel inventory procurement will be the rulers.
In a world where scale matters most, the big are getter bigger and smaller players are getting forced out, which is not necessarily good for innovation.
Read the full article at: adexchanger.com
In Raiders of the Lost Ark, Indiana Jones swaps a bag of sand for a fertility idol, only to escape with a two-ton boulder on his back. This is what its like to migrate a DMP, or so we found out the hard way. Luckily for you, we’re sharing what we learned in the hopes that you too can avoid operational booby traps and quell your fear of boulders, er change: the right people, a good plan and a delicate swap. Sponsor content by D360.