The cost of customer acquisition is about more than what a brand pays to get someone to visit a website or download an app. Advertisers also need to bake engagement and retention into their CAC, says Braze CEO Bill Magnuson.
In early March, Sperry released its first sonic logo. The boat shoe and accessories brand worked with audio research and analytics platform Veritonic to perform creative testing on six possible sonic logo variations before settling on its final choice.
Netflix President of Advertising Jeremi Gorman was hired September 26. Less than two months later, on November 12, Netflix launched its ad-supported tier in 12 countries. For now, Basic with Ads is focused on the basics, including ad tech and measurement partnerships and the rudiments of brand safety. But Netflix is “ripping through all the […]
Performance measurement is a natural evolution of ad verification, according to DoubleVerify, which made its metric for measuring campaign effectiveness generally available on Wednesday. The solution, called Authentic Attention, was in beta since January of last year. To power the tool, DoubleVerify is repurposing the more than 50 data signals that it already collects to […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. News Pile On Media companies and tech platforms are seeing more site and app engagement during the coronavirus epidemic, but revenue is not rising with supply. Facebook said messaging across its apps is up 50% in countries hit by the virus, but monetization is […]
The online travel search engine Kiwi.com wants to retarget users in a personalized way that’s ROI positive, said Mark Calzaverini, the company’s head of performance. “At the very least, we need to be able to identify users, make sure we’re not selling them the same thing twice,” he said. For the last year and a […]
When Facebook, Google or Instagram approve of an engagement-boosting tactic, they usually describe it with positive words, such as “organic” or “authentic.” Tactics they forbid, however – generally unilaterally and sometimes without warning – are characterized as “unnatural” and whoever uses them is a “schemer” or an “offender.” Most news articles covering these guideline changes unquestioningly adopt […]
A successful article at HuffPost doesn’t have the most traffic – it has the most traffic from loyal readers with the highest engagement time. HuffPost overhauled its audience strategy last year to super-serve its most faithful readers and increase their numbers. The publisher is also diversifying its revenue through subscriptions. In April, it soft-launched a […]
2018 was a pretty good year for Twitter, all things considered. Users are growing, if you don’t look at monthly active users (MAUs). Twitter is starting to get a handle on harassment, with machine learning models proactively identifying 38% of the abusive tweets taken down every week. And the platform has been profitable for four […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Mark Cullinane, senior vice president and general manager of digital at Publishers Clearing House. Advertisers know that engagement metrics matter most when establishing ROI on digital ad spend. But engagement metrics themselves are still relatively nascent. Publishers have started to […]
