AUTHOR ARCHIVE FOR:

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 Kelly Liyakasa// May 3rd, 2018

“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 […]
Tagged in:
- ActionIQ
- adobe
- AgilOne
- CDP
- customer data platform
- featured
- google
- mParticle
- tag managers
Digital TV and Video

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

BY Kelly Liyakasa// May 2nd, 2018

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 […]
Tagged in:
- Alibaba
- Mirriad
- Youku
Ad Exchange News

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

BY Kelly Liyakasa// May 1st, 2018

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 […]
Tagged in:
Ad Exchange News

The New York Times Touts TV And Voice In NewFront Pitch

BY Kelly Liyakasa// April 30th, 2018

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 […]
Tagged in:
- new york times
- newfronts
Advertiser

24 Hour Fitness Markets Mindset, Not Just Amenities

BY Kelly Liyakasa// April 30th, 2018

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 […]
Tagged in:
Publishers

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

BY Kelly Liyakasa// April 26th, 2018

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 […]
Tagged in:
OPINION: On TV & Video

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

BY Kelly Liyakasa// April 26th, 2018

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 […]
Tagged in:
- Attn:
- Jarrett Moreno
- Tubular Labs
- TV
- video
Advertiser

The World Surf League Catches A Data-Driven Wave

BY Kelly Liyakasa// April 24th, 2018

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. […]
Tagged in:
Ad Exchange News

ComScore Names 360i Chairman Bryan Wiener CEO

BY Kelly Liyakasa// April 23rd, 2018

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 […]
Tagged in:
- 360i
- Bryan Wiener
- comscore
- NBCU
Digital TV and Video

Comcast and Viacom Form Multi-Year Partnership On Advanced Ads

BY Kelly Liyakasa// April 23rd, 2018

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, […]
Tagged in:
- addressable TV
- comcast
- doubleclick
- featured
- freewheel
- google
- StickyAds
- viacom
- visible world

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