In The News

May 22, 2013

AdExchanger - How Limited Is Mobile Exchange Inventory?

Victor Milligan, CMO at Nexage

"The question is timely and starts with the simple observation that mobile is different. But those differences don’t mean “less,” it means different. The most acute difference is of course the lack of the persistent, universal third-party cookie. This is not just a technical reality; it defines the business and economic models for the online and mobile industries.

It can create a hurdle for those coming from online to mobile as they need to design their business – as a publisher, advertiser, or agency – to the specific nature of mobile versus trying to fully port their online model to mobile. Those that do design to mobile are quickly succeeding.

Those who hang onto the online model struggle. The irony is that there is greater uncertainty as to the fate of the third-party cookie which, if realized, will certainly reconfigure the online market and, to complete the irony, make mobile a reference point for online.

Mobile is rapidly enriching first- and third-party data assets, and integrating that data at the exchange to the mutual value of the publisher and buyer, as we do in our Nexage Connect solution.

Playing this forward, and using lat/long [latitude/longitude] as the best example: mobile may represent the first and best data model for a cookie-less environment, giving advertisers the unique and strategic value of lat/long that is enabled by the combination of both first- and third-party data."

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May 9, 2013

AdExchanger - Q1 Update: Mobile RTB Expands With Tablets, Rich Media And Location

One-off events also contributed to the growth of mobile RTB in the first quarter, specifically the Super Bowl on February 3. Nexage, in its Q1 Nexage Analytics Report, found that on Super Bowl Sunday 2013, there was a 180% lift in mobile ad spending on the network compared to the previous week. In 2012, that lift was only 18%.

Nexage CMO Victor Milligan said that big events like the Super Bowl have provided brands with an easy way to experiment with and get more involved in mobile RTB.

"That’s where they really believe that they can either complement their TV and online ad campaigns, or work exclusively through mobile; they’re going to take advantage of those events," he added.

 

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Apr 12, 2013

Ad Age - Tech Firms Launch Privacy Tools That Can Block Mobile Ads

Meanwhile, Evidon's rival Truste has allowed people to opt-out of behavioral ad targeting in mobile apps since June 2012. It recently upgraded its system to work when in-app ads are purchased through real time bidding, so advertisers bidding on ad placements know before they make a bid that a user cannot be targeted using behavioral data. Mobile ad exchange Nexage and Tapad are initial partners.

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Apr 8, 2013

Forbes - The New Normal For Digital Marketing: Automated Ad Buying Hits Tipping Point

The panel, which featured arch-rivals in this fast-growing business, featured several lively exchanges on the key issues facing automated ad buying and selling. Mark Mahaney, an analyst with RBC CapitalMarkets, is the moderator for the panel, which includes Brian O’Kelley, CEO of AppNexus, an ad technology company that is one of the leading independents today, widely expected to go public or sell for a boatload of money; Andrew Casale, VP of strategy for ad tech company Casale Media; Victor Milligan, chief marketing officer for mobile ad exchange Nexage; and Rajeev Goel, CEO of Pubmatic, which helps publishers sell on ad exchanges. Here’s what they had to say...

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Apr 4, 2013

ADOTAS - Q1 Analytics Report Shows Quick Rebound In Mobile Ad Spend

Nexage released its quarterly analytics report today on the state of the mobile ad industry. It takes a hard look at early 2013 to see if the strong growth from 2012 is carrying over. More importantly, it digs into why certain sites and apps are out-performing others based on their audience and first-party data they are providing.

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Apr 4, 2013

MediaPost - Nexage Sees Faster Post-Holiday Rebound In Ad Spend

Mobile ad exchange Nexage said it saw a briefer slowdown in ad spending following the holidays this year than in 2012, signaling increased demand for mobile advertising. Spending began to grow again from pre-holiday levels in January compared to a lag lasting until May a year ago, according to the company’s first-quarter metrics report.

A key factor in the earlier rebound this year was mobile ad spending tied to the Super Bowl. Nexage saw a 180% jump on Super Bowl Sunday from the prior week compared to only an 18% gain in 2012. “The spike suggests that brands are more aggressively embracing mobile and driving third-screen campaigns that complement TV and online campaigns,” the report stated.

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Apr 1, 2013

MediaPost - Familiar Companies Make AlwaysOn’s Top 100 Private Companies List

In addition to the list of the top 100 private companies, AlwaysOn released a list of 35 "Companies to Watch" in 2013. AdRoll, Gradient X, Nexage, and TubeMogul were all honored in that category. The market is growing, and it would be no surprise to see even more companies involved in the real-time space on AlwaysOn Media's list for 2014.

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Mar 28, 2013

MediaPost - Six Ways to Understand Programmatic Markets

The current debate surrounding programmatic media-buying is a familiar – if dystopian – topic, straight out of science fiction. Think of Stanley Kubrik’s classic "2001: A Space Odyssey," where HAL 9000, the ship’s computer, kills most of the crew because of design “imperfections.” Fortunately, experience tells a different, more positive, story.

1.    Transition is disruptive: No matter how many people see it coming, technology-driven change affects which businesses survive and thrive, where they invest and how they operate. Transition also changes peoples’ day-to-day job functions and the skills that are valued.

The question for ad tech is not “will it change?” – but, how do we capitalize on it at the business and personal level?

 

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Mar 14, 2013

ADWEEK - Samsung Galaxy S4 Will Boost Mobile Advertising, Says Industry Players

The iPhone's advantaged position in the eyes of marketers will likely be eclipsed by the Galaxy S4, per Victor Milligan, CMO at Nexage. "In general, iOS has outperformed Android phones when it comes to CPM and fill rate," he said. "Simply put, advertisers tend to believe—perhaps with good reason—that iOS serves a higher-end consumer. Galaxy S 4 will likely alter that thinking and help close the performance gap between the platforms."

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Feb 27, 2013

ADOTAS - Today’s Burning Question: Firefox to Block Third-Party Cookies By Default

“The absence of third-party cookies defines the day-to-day reality of mobile advertising and is one of the important differences between online and mobile that is often understated. This issue is at the center of why mobile native approaches are winning in the market. Publishers, buyers and advertisers need the capability to leverage data without the dependency on third-party cookies, and do so in a predictable way that is relatively invulnerable to the individual decisions that companies make.” — Victor Milligan, CMO of Nexage.

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Feb 14, 2013

MediaPost - Rovio Boosts Talent, Deepens Ad Ties

Tobin told TechCrunch that Rovio plans to build on existing partnerships with McDonald’s (in China), Warner Bros., Campbell’s, M&M and others. Until now, the company has only run standard display ads in mobile and online through third-party networks. Angry Birds began running ads in 2011 in its iPhone and Android apps through mobile ad exchange Nexage.

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Feb 6, 2013

MediaPost - Location-Based Mobile Ads Deliver Best Engagement, Performance

Targeting ads by location has proven a strong selling point for mobile advertising. Mobile ad exchange Nexage last month reported targeted impressions more than doubled in 2012, driven in part by 30% per month growth in location-powered impressions.

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Jan 29, 2013

AdExchanger - Mobile RTB Overcame Holiday Concerns with a Strong Q4

“The good news is that things happened how we expected,” Victor Milligan, CMO of Nexage, told AdExchanger. Milligan’s company saw consistent growth, 26% per month, in RTB, leading to a 125% increase from Q3 to Q4. “This signals that the market is becoming more mature, more stable and more predictable for both the publishers and buyers.”

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Jan 16, 2013

MediaPost - Mobile Brains Reaching Mobile Brains

At the Marketing Goes Mobile event hosted by the MIT Enterprise Forum in Boston earlier this week, several presenters focused on various different aspects of mobile advertising and reach.

Location counts. Victor Mulligan, CMO of mobile ad exchange Nexage, which handles 20 billion impressions a month, said they have seen a 33 percent growth in its marketplace. His key message: location-enabled impressions are where it's at, and more premium publishers will be entering the market this year.

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Jan 16, 2013

MediaPost - Mobile Brains Reaching Mobile Brains

At the Marketing Goes Mobile event hosted by the MIT Enterprise Forum in Boston earlier this week, several presenters focused on various different aspects of mobile advertising and reach.

Location counts. Victor Mulligan, CMO of mobile ad exchange Nexage, which handles 20 billion impressions a month, said they have seen a 33 percent growth in its marketplace. His key message: location-enabled impressions are where it's at, and more premium publishers will be entering the market this year.

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Jan 16, 2013

MediaPost - Nexage Reports 171% Growth In ‘12, Says Demand Outstripped Programmatic Supply

Premium mobile ad exchange Nexage this morning reported that revenues from its real-time bidding platform frew 171% in 2012. Describing it as "above-market growth," Nexage said the momentum was driven by the fact that the overall programmatic marektplace is expanding rapidly, especially from premium publishers and media buyers trading in mobile ad impressions. 

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Jan 14, 2013

Street Fight - National Advertisers: Time to Get Local

There’s a swelling battle cry throughout digital media circles that local is where the action is. That no doubt results from mobile’s growing mindshare, and the native advertising movement that accompanies it.

Mobile and local clearly go hand in hand. Google’s 50% of mobile searches that are local (compared with 20% on the desktop) is just one supporting point. Beyond user intent, mobile’s portability and location awareness likewise compel localized content targeting.

With these realities in mind, the tenets of native advertising tell us to build campaigns that align with the form factor. That includes localized ad placement, as well as calls to action and creative that can ground ads in performance-boosting local relevance.

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Dec 12, 2012

BizReport - LBS shows strong growth

With more consumers converting from feature to smartphones and adopting tablets to stay hyper connected, it is no surprise that advertisers and brands are also pushing hard into the mobile space. According to a new report from Nexage, mobile CPMs showed a 44% quarter to quarter growth rate from Q2 to Q3 2012.

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Dec 11, 2012

MediaPost - Rich-Media Drives Mobile Ad Demand

Ads featuring video and rich media as well as location-based units are helping drive demand and increased value for mobile advertising. That’s according to a new report from mobile exchange Nexage analyzing trends and activity on its network in the second half of 2012.

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Dec 11, 2012

ADOTAS - Nexage Releases its First Quarterly Mobile Analytics Report

Today, mobile advertising exchange Nexage released its first quarterly mobile analytics report.

Nexage analyzed more than 20 billion mobile advertising impressions per month to assess the health of the market. The picture that emerges is that mobile advertising is making progress and the industry is on a journey to becoming a liquid market, where buyers have certainty to predict campaign performance, and publishers can anticipate revenue more accurately.

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