AdExchanger

4 days ago | adexchanger.com | Anthony Vargas

There’s a new contextual curation platform in town, and it has the backing of some industry heavy hitters. The startup, called Classify, aims to evolve contextual and semantic targeting beyond keyword-based taxonomies. It offers buy-side deal curation tools, as well as a sell-side product for publishers to package their inventory into curated deals. Classify is entering a crowded space of AI-powered contextual curation and sentiment analysis offerings.

1 week ago | adexchanger.com | Sarah Sluis

Abstract:Ad Server Wrap-UpCalling A Wrap On The Wrapper RaceWrapping Up The Wrapper RaceHeader bidding wrappers came on the scene a decade ago. At the time competition was fierce, as multiple solutions competed for market share. But Prebid has emerged as the dominant solution. And now the open-source wrapper can claim yet another partner integration: Amazon is integrating into the Prebid wrapper.

1 week ago | adexchanger.com | Allison Schiff

What’s it like managing user acquisition for a consumer-facing investment and financial planning app during an ongoing trade war? A little tricky. Markets are turbulent, trade policies are unpredictable, and retail investors are trying their best to navigate it all. But Betterment’s customers “have largely stayed the course,” says CMO Kim Rosenblum, who oversees the app’s acquisition, growth, consumer marketing and product marketing teams.

1 week ago | adexchanger.com | Allison Schiff

When Viant announced its acquisition of identity startup lockr on an earnings call in March, investors were bemused. During the Q&A portion, the investors had questions, including, What the heck is it? But it makes sense that they were unfamiliar with the company, says Tim Vanderhook, CEO and co-founder of Viant, on this week’s episode of AdExchanger Talks.

1 week ago | adexchanger.com | James Hercher

When ad tech veteran Tristan Cameron, formerly of LiveRamp and Inuvo, joined furniture brand James & James as CMO in January, she came with a mandate to question everything and bring greater rigor to the marketing budget. Although it appeared that the brand was hitting its own aggressive revenue targets while primarily spending on search and social ads, the facts told a different story, Cameron said while presenting at AdExchanger’s Programmatic IO event in Las Vegas last week.