David Kaplan is a former Video/Publishing Platforms editor for AdExchanger.com. A New York City-based journalist for over 20 years, Kaplan has covered media, advertising and marketing. A former staff reporter at paidContent, Adweek and MediaPost, he has also written for Advertising Age, Broadcasting & Cable, Crain’s New York Business, The New York Post, Newsday and the Boston Globe; he has also covered financial issues for the Bond Buyer and Worth magazine.
David Kaplan
Articles By David
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AOL's Lord: Less Talk Around Ad Units, More Around Brand Experiences
During a Q&A with AdExchanger’s Director of Research Joanna O’Connell at the Industry Preview 2014 conference, interactive agency veteran and AOL Networks CEO Bob Lord discussed AOL’s moves into programmatic, its emphasis on video through marketplace provider Adap.tv, the importance of cross-device advertising and the need to make ad tech in general less confusing and […]
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PulsePoint Partners With MediaMath On Custom Programmatic Targeting
Ad exchange operator PulsePoint is trying to find a middle ground between private exchanges, which often require more scale than smaller publishers can manage, and real-time bidding (RTB) platforms, which tend to attract more performance marketers than brand campaigns. In its quest, PulsePoint began its partnership late last year with demand-side platform (DSP) MediaMath to […]
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Vevo Still Working Out 'Programmatic Premium' Marketplace
It’s been more than a year since video music platform Vevo opened its private marketplace with Adap.tv. While the talks with brand advertisers about using programmatic direct are beyond the experimental stage, ad sales automation is still evolving, said Jonathan Carson, Vevo’s chief revenue officer. Carson joined Vevo in September after serving as CEO of […]
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Video Traffic Driver Jun Group Raises Venture Funding To Promote Mobile Business
Video ad platform Jun Group has raised its second venture debt round of $2.5 million as the company turns its focus to its growing mobile ad-serving business. When the New York-based company began offering mobile advertising services in 2009, mobile traffic constituted about 30% of its business. It roughly stayed at that level, rising to […]
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Cisco Expands Its Digital TV Focus With Second-Screen Effort
Networking technology provider Cisco’s direct movements into the marketing tech space have been relatively deliberate. In recent weeks, Cisco has sharpened its focus on digital video ad delivery and analytics as highlighted by two deals it unveiled at CES. The main focus right now, as part of an arrangement with interactive video ad-serving company Innovid, […]
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The Guardian's Programmatic Plans Extend To Private Video Marketplace
UK-based news outlet The Guardian is accelerating its programmatic ad offerings with the creation of a private video marketplace powered by Adap.tv. For the most part, The Guardian plans to aim the video marketplace to best capture incremental value around content such as tent-pole events like the World Cup and the upcoming Olympics. “When experiencing […]
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Discovery Pricing System AdFin Expands Beyond RTB Inventory To Include Direct-Sold Analytics
Digital analytics operator AdFin was officially launched this September with the promise of serving as neutral provider of real-time online ad prices across the entire ad exchange marketplace. The company is now moving to cover direct sold inventory as part of its broader expansion plans. The company raised $6 million out of the gate and […]
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For Direct Response TV Ads, PrecisionDemand Promotes Set-Box Data Over Demos
Set-top boxes enable television advertisers to select more narrow audience segments than traditional demographic targeting. “[Demographic targeting] is no better than statistically random when trying to hit actual consumers/potential consumers for most brands,” said PrecisionDemand CEO Jon Mandel, when asked about the limitations of demo targeting. “That is why we use first party data, target […]
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MediaMath Co-Founder Wasserman Expands International Portfolio As Global CRO
When discussing the advances of programmatic media buying outside the US, the stock answer the past few years has been, “It’s catching up.” But at some point in 2013, the investment that marketers, agencies and ad-tech companies have made in Europe and Asia began to appear more concrete and significant. Some companies, like New York-based […]
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Yahoo Retires Genome And Right Media Brands, Simplifies Around 'Yahoo Ad Exchange'
Yahoo is mothballing some of the most prominent and widely known parts of its ad tech system, including pioneering real-time bidding platform Right Media and its data management software Genome, executives announced at the company’s CES presentation. And in their place, Yahoo Advertising will serve as the umbrella for a variety of capabilities, with the […]
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