Fluent’s Cohen On Facebook’s Shopping Feed; News From Wego; MediaMath & Flashtalking HiresOctober 27, 2015 | By Fluent
Publication date 10/22/15
Facebook announced that they are testing a new “Shopping Feed.”
Facebook’s shopping feed aggregates post and photos about products on sale from different retailers. The move is expected to have a big impact for advertisers, who can utilize the feed’s search bar for traditional keyword ads.
According to Jordan Cohen, CMO of Fluent:
• This roll out from Facebook reflects both evolving consumer behavior and demands from advertisers. On the consumer front, it acknowledges at 60 – 70% on online interactions now take place on smartphones, and smartphones present a fundamentally different shopping experience than desktops. The experience needs to be simple or people drop off.
• On the advertiser demand side, there is more and more of an emphasis on performance ad spending (i.e., rather than on pure branding). It reflects what we see as an ongoing shift away from CPM based pricing models to performance ones like CPL (cost-per-lead), CPA (cost-per-action), and even CPS (cost-per-sale).
• This product rollout is in the same vein as Facebook’s Lead Ads product, which launched last week (in which advertisers can collect user data directly within ads themselves).
Wego Introduces Automated Guaranteed Advertising.
Rubicon Project, a global technology company offering an advertising solution that automates the entire digital advertising ecosystem, has offered automated guaranteed solutions with their recent launch of Guaranteed Orders. This new product brings premium buyers and sellers together to seamlessly plan, negotiate and execute reserved digital media buys.
“Wego continues to lead with innovative and efficient solutions for our advertisers who value, and are keen to leverage, Wego’s expansive audience’s travel intent,” said Rick Mulia, Chief Advertising & Media Officer at Wego.
This partnership further broadens Wego’s Ad Tech stack, which includes partnerships with DSPs and a key relationship with DMP partner Lotame and ad partner Google. Both new and existing advertisers such as Marina Bay Sands, Tourism Australia and Emirates will be able to leverage Rubicon Project’s Guaranteed Orders technology to target and buy audiences in a way that integrates seamlessly into their media planning and buying process.
Wego has been building out its advertising technology stack since 2013, initially kicking-off with establishing a publisher trading desk then continuing with various investments in a Data Management Platform (DMP), Supply-Side Platform (SSP) and more recently offering Private Marketplace deals to Agency trading desks and direct advertisers.
“Rubicon Project’s automated guaranteed product extends opportunities even further, allowing our advertisers to move beyond bidding for unsold inventory or strike private deals to being able to quickly negotiate and execute media buying of our inventory at a guaranteed CPM and impression level,” Mulia added.
Jay Stevens, International GM for Rubicon Project commented: “We’re committed to providing buyers and sellers the technologies and integrations they need to put the consumer first. With our acquisition of Shiny Ads and iSocket last year, our Guaranteed Orders business allows the market to be automated end-to-end, driving efficiency and higher value for buyers. eMarketer predicts that by 2016 automated guaranteed will eclipse RTB in the UK as the dominant transaction method for digital display ad spend, and in the US, programmatic direct already makes up a 52% share of spend. Wego has established itself as an innovator in its region by being the first to adopt Guaranteed Orders in Southeast Asia.”
Advertising Industry Pioneer and Veteran Joanna O’Connell Joins MediaMath as Chief Marketing Officer
MediaMath, creator of the TerminalOne Marketing Operating System™ for digital marketers, announced the appointment of Joanna O’Connell to Chief Marketing Officer. Formerly Lead Analyst for AdExchanger, O’Connell brings more than 15 years of experience in the marketing and ad tech industry. She comes to MediaMath from AdExchanger, where she was Lead Analyst. In her role, she studied and published research on the challenges, opportunities and risks in digital marketing..
“Joanna has studied the digital marketing tech ecosystem for years,” said Joe Zawadzki, CEO, MediaMath. “We are thrilled to bring her perspective and experience to MediaMath as we continue on our journey in this complex and fast-moving space. Joanna comes on board at a critical time as the industry seeks further definition. Given our market position, we believe we are approaching a breakaway speed and Joanna will help us achieve that goal.”
Prior to AdExchanger, O’Connell held the role of Principal Analyst for Interactive Marketing Professionals at Forrester Research, where she focused on display marketing, ad targeting, optimization and measurement. She started her career at Avenue A in New York and was a founding member of Razorfish’s ATOM Systems agency trading desk. She also ran brand relations for the Audience on Demand practice at VivaKi, helping advertising clients target and optimize broad-reaching interactive campaigns. O’Connell is a frequent speaker at industry events, including OMMA AdNets and BlueKai, TARGUSInfo, and Nielsen data summits.
O’Connell said, “I’ve been studying the ad tech landscape for a long time now. I know how to identify the leader in a category. In marketing software, it’s MediaMath. They have the talent, the technology and the strategy to own the programmatic space and have a real impact on the future of digital marketing. I’m excited to be back in a role where I get to be hands-on rather than a commentator on the space. I’ve known the leadership team for almost a decade, and the initial vision they laid out for their demand-side platform has come true. Their industry leadership position and explosive growth is testament to this. I’m very excited to come on board and help shape the company’s future.”
Headquartered in New York City at 4 World Trade Center, MediaMath has 750 employees, and offices in more than 16 countries. The company boasts a network of 300+ media, data and technology partners and thousands of publishers.
Flashtalking Adds Chief Marketing Officer
Flashtalking, an independent ad server and ad tech company, announced the appointment of John Haake as Chief Marketing Officer. Haake is responsible for advancing Flashtalking’s position in the market, specifically focusing on the media agnostic ad server’s ability to be the single point of truth for digital cross-channel advertising, and evangelizing further adoption of the company’s industry leading intelligent ad units and dynamic creative technology. Haake’s appointment comes amid a creative renaissance in digital advertising, which the company is helping spur along with its agency partners and brand clients.
“As the renaissance builds steam, Flashtalking delivers on an ad serving solution built to meet the needs of today’s advertisers with richer, data-informed, intelligent ad units, and more actionable analytics,” said John Nardone, CEO of Flashtalking. “John has the marketing leadership and proven history of success communicating revolutionary, sometimes complicated tech offerings, in highly competitive markets.”
Haake brings more than 20 years of marketing communications experience in increasing valuation and exposure for data-driven advertising, paid retail search, and demand side platform companies. As the Vice President of Marketing at [x+1] (acquired by Rocket Fuel in August 2014), Haake solidified the data management platform positioning and subsequently helped lead the company to successful exit. Prior to [x+1], Haake was Vice President of Marketing at HookLogic, a retail search platform, and Turn, where he repositioned the ad network into an industry-leading demand side platform. Haake also held various executive marketing positions at Verve Mobile, Synaptic Digital, MediaMind (currently Sizmek), and RichFX.
“Savvy advertisers are looking for the same level of data-driven precision, measurability, and control over their messages they’ve come to expect for their audience targeting and media buying,” said Haake. “The art and science behind the perfect message come together on the Flashtalking platform.”
Haake’s hire comes on the heels of several announcements, including a mobile ad serving partnership with Starcom MediaVest Group (SMG) in the UK and the acquisition of Device. Haake is charged to differentiate Flashtalking’s offerings and capture the attention of advertisers aiming to boost campaign performance through increased message relevance and creative optimization at scale.