AUTHOR ARCHIVE FOR:

Kelly Liyakasa

Kelly Liyakasa

Senior Editor

Kelly Liyakasa is a senior editor covering commerce, video, TV and marketing tech for AdExchanger. Previously she was an associate editor for Information Today, where she reported on enterprise technology and strategy for its flagship publication, CRM magazine. Prior to that, she was a reporter for a New York metro Business Journal and luxury lifestyle magazine, profiling as diverse a set of individuals as a pre-election Donald Trump and Academy Award-winning actor Jeff Bridges. Kelly holds a BA in Multimedia Journalism from Florida Atlantic University.

Articles By Kelly

  • Ad Exchange News

    Everyone Wants To Be A CDP. Here's Who's Actually Doing It.

    BY //

    “Everyone Wants To Be A CDP. Here’s Who’s Actually Doing It.” is presented by mParticle. Customer data platform (CDP) capabilities borrow attributes from CRM, tag management and even more traditional data onboarding. Consequently, they are often conflated with ad tech systems like data management platforms (DMPs), despite having use cases that go beyond paid media and into […]

  • Digital TV and Video

    Alibaba’s Video Platform Youku Test Drives Mirriad’s 10-Second, Nonskippable Ad Unit

    BY //

    Alibaba’s video service Youku Tudou is deploying video ad platform Mirriad’s 10-second nonskippable video ad unit, which launched Wednesday. The video unit aims to be less disruptive and more engaging than traditional pre-roll by applying 10-second video overlays into contextually relevant video content. “Early on, a lot of big brands used pre-roll because it was […]

  • Ad Exchange News

    Ex-Oracle Boss Kevin Akeroyd On Building A Marketing Cloud For Earned Media

    BY //

    In his previous gig, Cision CEO Kevin Akeroyd oversaw $6 billion worth of acquisitions as GM of the Oracle Marketing Cloud. Now he has a similar vision for earned media. Since Akeroyd’s appointment as Cision’s chief in 2016, he’s spearheaded several acquisitions and shepherded the now-public company through a $2.4 billion merger with investment firm […]

  • Ad Exchange News

    The New York Times Touts TV And Voice In NewFront Pitch

    BY //

    The New York Times is eyeing inroads into TV and emerging channels such as voice search to confront the new realities of the news business. “Publishers who’ve relied too heavily on social platforms and display advertising are in flux, but we built a billion-dollar consumer business with 3.6 million subscribers across digital and print,” New […]

  • Advertiser

    24 Hour Fitness Markets Mindset, Not Just Amenities

    BY //

    24 Hour Fitness is trying to transform into a brand that customers will consider even outside of the gym. “The goal is to keep people engaged with fitness and to be this companion along their fitness journey,” said CMO Tom Lapcevic. “That’s where digital really enters the picture. We now have the ability to provide […]

  • Publishers

    BuzzFeed’s Tasty Cooks Up A Full-Funnel Campaign For Scotch-Brite

    BY //

    Although Tasty, BuzzFeed’s popular food property, commands a ton of reach, it wants advertisers to know that it’s also a performance play. BuzzFeed is making a concerted effort to prove the efficacy of its media, particularly on high-traffic properties like Tasty. “We didn’t set out to build a shopper marketing offering, but because of our […]

  • OPINION: On TV & Video

    Attn:, The Millennial News Brand, Turns Its Attention To TV

    BY //

    When Attn: launched four years ago, it aimed to be a mobile-first news platform for millennials. The publisher relied heavily on platforms such as Facebook, Instagram and Twitter to distribute short-form video on important societal topics in a digestible, entertaining format. Since then, Attn: has diversified its distribution strategy. It’s also exploring new types of […]

  • Advertiser

    The World Surf League Catches A Data-Driven Wave

    BY //

    As the governing body for professional surfers globally, the World Surf League (WSL) promotes the sport to both casual fans and diehards. But just a few years ago, the WSL – at the time called the Association for Surfing Professionals – lacked a cohesive marketing strategy, and campaigns for different surf events were heavily siloed. […]

  • Ad Exchange News

    ComScore Names 360i Chairman Bryan Wiener CEO

    BY //

    ComScore said Monday that it has appointed Bryan Wiener as CEO, who previously served as executive chairman of Dentsu digital media agency 360i. He will start May 30. Wiener has served on comScore’s board of directors since co-founder Gian Fulgoni exited last November. The embattled measurement company has its work cut out. ComScore was delisted by the […]

  • Digital TV and Video

    Comcast and Viacom Form Multi-Year Partnership On Advanced Ads

    BY //

    Viacom on Monday formed a multi-year agreement with Comcast’s advanced ads business, FreeWheel, to expand its use of the tech platform. Previously, Viacom used FreeWheel to power digital ad decisioning, but now, it will also use FreeWheel’s operating system to manage yield and grow revenue across live TV, set-top box and video-on-demand inventory. In addition, […]

  • Digital TV and Video

    NBCUniversal Joins OpenAP Consortium, Licenses Its Audience Graph To Other TV Nets

    BY //

    NBCUniversal has joined the TV consortium OpenAP. Launched just over a year ago, OpenAP is a joint effort by broadcast networks Fox, Turner and Viacom to create a common data standard and provide a more accurate representation of advanced TV audiences across platforms. Through a multiyear agreement, NBCU will license its data platform Audience Studio […]

  • Publishers

    E.W. Scripps Sees Portfolio Sales Potential

    BY //

    In August, E.W. Scripps reorganized its business into two parts: one division focusing on local media – its bread and butter – and the other on national media channels. The move unified Scripps’ digital video service, Newsy, with podcast network Midroll, digital audio service Stitcher and satire and humor brand Cracked, under the national media […]

  • OPINION: On TV & Video

    TBS Applies A Programmer’s Touch To Platform Distribution

    BY //

    TBS and TNT try to be “brands that live outside of television,” said Karina Kogan, SVP of digital media and products for the two networks. Beyond its owned-and-operated networks, sites and apps, Facebook, YouTube and Snapchat are the networks’ workhorses for driving engagement with viewers – and acquiring new ones. “We start with who’s watching […]

  • Ad Exchange News

    Uber, Ubisoft And Bayer Fine-Tune Their Approach To In-Housing

    BY //

    Brands like Uber, Ubisoft and Bayer have evolved their programmatic in-housing tactics in recent years – and all three outlined those changes at AdExchanger’s Programmatic I/O conference in San Francisco Wednesday. In the early days of in-housing, brands often bit off more than they could chew – or lacked the proper resources to implement and maintain […]

  • Ad Exchange News

    Buyers Conquer The PMP Scale Problem With Curated Marketplaces

    BY //

    Ad buyers are turning to a tool called curated marketplaces to get more reach for their private marketplaces. Curated marketplaces let buyers set up a group deal ID across several publishers based on likeminded attributes. Supply side platform SpotX first developed them in 2015, and they’re gaining more traction with buyers. Of the 65% of its […]

  • Advertiser

    How The NHL CMO Is Bringing Hockey Fever To The Desert

    BY //

    In 2017, the National Hockey League debuted its newest franchise, the Las Vegas Golden Knights. But not only did the NHL have to localize its message in a new market, it had the bigger challenge of reaching a digital-first fan base. Which means NHL CMO Heidi Browning, who is tasked with expanding interest and audiences […]

  • Ad Exchange News

    YouTube To Suspend Third-Party Ad Serving In The EU

    BY //

    YouTube will no longer support third-party ad serving on reserved buys in Europe beginning May 21, and it will assess whether to extend that policy globally, according to a memo obtained by AdExchanger. Google advised advertisers who aren’t currently using its ad server DoubleClick Campaign Manager (DCM) to host video on YouTube to “retraffic their […]

  • Ad Exchange News

    The Complete Guide To CDPs

    BY //

    “The Complete Guide to CDPs” is presented by mParticle. “The Complete Guide To CDPs” is part 1 in a multipart series on the rise of the CDP and is an independent editorial report. The customer data platform (CDP) is the new “it” acronym, an emerging technology commanding a recent deluge of analyst and investor interest […]

  • Digital TV and Video

    NBCU Develops A Unified Ad Metric To Level The Playing Field Between TV And Digital Impressions

    BY //

    NBCUniversal is about to do something TV companies have talked about for years: transact TV in a similar way as digital – on impressions. NBCU revealed Thursday that it would begin to measure live, on-demand and time-shifted TV ad buys using a common impression-based metric called CFlight. CFlight will be part of NBCU’s upfront pitch and […]

  • Digital TV and Video

    Cable Giants Comcast, Charter And Cox To Pool Data And Inventory Under New Advanced TV Group

    BY //

    Cable conglomerates Comcast, Charter and Cox Communications said Wednesday they will build ad products that extend across their collective footprint. The three are forming a division within NCC Media – a national cable sales group in which they are joint stakeholders – to build data-driven ad products. Comcast’s advanced ads division, Comcast Media 360, is […]

  • Ad Exchange News

    YouTube Introduces Reach-Based Pricing For TrueView Ads

    BY //

    YouTube on Monday released a CPM-based pricing model for its skippable video format called TrueView for reach. Read the blog post. This pricing model optimizes not for viewability but for on-target reach – similar to YouTube’s six-second bumper ad format. Previously, TrueView ads were transacted on cost per view, with YouTube charging advertisers once consumers […]

  • Digital TV and Video

    Why AMC Networks Is Building A Data-Driven Sales Team

    BY //

    When AMC created a dedicated data sales team, which it revealed last week, it set the stage for AMC to compete more effectively with networks like NBC and Fox. AMC owns the television channels AMC, WE tv, BBC America, IFC and SundanceTV, and its data sales team, called AMCN Agility, will span that national footprint. Spearheaded […]

  • Ad Exchange News

    LinkedIn Makes In-Feed Video Ads Generally Available And Enhances Measurement

    BY //

    LinkedIn made Video for Sponsored Content, video ads which appear as sponsored posts in the feed, generally available on Thursday. It also rolled out video-compatible Company Pages for brands and publishers. Since LinkedIn’s beta launch of sponsored video last October, more than 700 advertisers, including KLM Royal Dutch Airlines, GE and Philips, have signed on. […]

  • OPINION: On TV & Video

    To Aflac, Big TV Buys Are Never Just A ‘One-Off’

    BY //

    While broadcast TV is still a big awareness driver for supplementary insurance brand Aflac, it’s not planned in a vacuum. “I don’t do one-offs,” said Catherine Hernandez-Blades, chief brand and communications officer for Aflac. “I like to create an overarching strategy, and if something can’t be measured as part of a bigger umbrella strategy, it […]

  • Digital TV and Video

    NBCUniversal CEO Steve Burke On The Facebook Fallout And Snapchat Success

    BY //

    NBCUniversal CEO Steve Burke said Facebook faces big repercussions because it breached users’ trust. “The problem is exacerbated by the fact that Facebook’s business model is based on data people don’t [always know] they’re sharing and then selling that data … to a buyer Facebook [doesn’t even] know,” Burke said Tuesday in response to Facebook’s […]

  • Ad Exchange News

    Despite Its Recent Volatility, Time Inc. Signs On To Test Adobe’s New Publisher Tool

    BY //

    One would think Time Inc., which under new parent company Meredith will lay off 1,200 as well as restructure its ad sales org, wouldn’t be in the market for new vendor implementations. Nevertheless, the publisher is testing a publisher tool called Audience Manager Reporting for Publishers, which Adobe will roll out over the next few months. The […]

  • Ad Exchange News

    How Turner Monetizes New Channels Amid Changing Viewer Habits

    BY //

    Amit Chaturvedi, EVP of revenue and operations and product management for Turner, will speak at AdExchanger’s Programmatic IO conference on April 10-11 at the Marriott Marquis in San Francisco. At Turner, Amit Chaturvedi’s job is to support ad sales and drive revenue. He’s the guy responsible for vetting vendor partners and building a stack to ensure the […]

  • Ad Exchange News

    Native SSP Adyoulike Acquires Video Ad Platform Pulpix To Help Publishers Monetize Video

    BY //

    French supply-side platform Adyoulike has acquired Paris-based video ad platform Pulpix, the companies said Thursday. Terms of the deal were not disclosed. Pulpix had raised only about $1 million in funding since it was founded four years ago. Pulpix’s co-founder and CEO, Sabry Otmani, and the entire Pulpix team will join Adyoulike. Otmani will move […]

  • Publishers

    For Publishers Clearing House, First-Party Data Is The Ultimate Prize

    BY //

    Most people know Publishers Clearing House (PCH) for marketing magazine subscriptions and million-dollar sweepstakes prizes, but it’s also a bonafide publisher. The company has scaled to about 1.6 billion impressions per month, and out of its $1 billion in revenue each year, about 50% of its profits comes from media, said Steve Bagdasarian, GM of […]

  • Agencies

    Verizon’s In-House Agency, 140, Is On A Quest To Balance Creativity And Technology

    BY //

    When Andrew McKechnie left the role of global creative director at Apple to become Verizon’s first-ever chief creative officer in February 2017, he had a tall order. McKechnie, who reports directly to Verizon CMO Diego Scotti, was tasked with developing the brand’s own in-house creative agency. Named 140, after the group’s digs at 140 West […]

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