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JOE MANDESE

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

Articles by Joe All articles by Joe

  • Facebook Expands Ad Reach Off-Network, Will Now Target Users Not Connected To Facebook in MediaDailyNews on 05/27/2016

    In a move that extends its market power beyond the 1.6 billion user identities it explicitly controls, Facebook this morning announced it will expand the reach of its audience network beyond its own platform to serve ads targeted to its users even when they aren't connected to Facebook. The move comes three years after Facebook acquired the Atlas ad server from Microsoft, and two years after it used it as the basis to create the Facebook Audience Network with third-party publishers and app developers who affiliated directly with Facebook.

  • GfK Taps Lindner To Run MRI in Publishers Daily on 05/26/2016

    Marketing and media research industry veteran Gregg Lindner has joined GfK as managing director of GfK MRI, including the Survey of the American Consumer, which is Madison Avenue's de facto standard for magazine audience ratings in the U.S. Lindner joined GfK last year as executive vice president-media research after a brief stint at the Media Ratings Council. Before that he was executive vice president-service innovation & Chief Research Officer of Arbitron (now Nielsen Audio).

  • Digital Tops Media Supply Chain, In Alphabetical Order: Google Now 12% Of All Ad Spend in MediaDailyNews on 05/26/2016

    Pure-play digital media companies ranked among the top 30 largest media suppliers in the world, but the list continues to be dominated by media companies that were founded on the basis of non-digital media. That's the finding of an analysis released this morning by Publicis' Zenith unit, ranking the volume of Madison Avenue's biggest supply-chain players. Google parent Alphabet continues to dominate the list at No. 1, but other than Facebook (No. 5) and China's Baidu (No. 9) "traditional" media suppliers represent the rest of the top 10.

  • Obit: Ari Bluman, GroupM's Market-Shaping Chief Digital Investment Officer, Dead At 44 in Real-Time Daily on 05/25/2016

    Ari Bluman, a pioneering programmatic media executive who became GroupM's first Chief Digital Investment Officer in 2012, died today after a long illness. He was 44. Bluman, who spent most of his career at 24/7 Real Media and rose to the role of president-North America for its Real Media Group operations before joining GroupM, is known for helping to restructure the digital media-buying marketplace by pushing clients and the industry at large away from open exchanges and more deeply into private marketplaces where big agencies like GroupM and its clients have greater leverage, visibility and control against things like ad fraud.

  • Comcast's AudienceXpress Tests Demand-Side Interface, Gives Agencies Direct Access in Television News Daily on 05/24/2016

    In a move that could greatly accelerate the programmatic TV advertising marketplace, a major supply-side developer -- Comcast's AudienceXpress unit -- has begun rolling out a self-serve platform enabling agencies to build TV audience reach based on their campaign objectives. The interface, aptly named Pronto, is an important baby step in building a bridge between the supply and demand sides of the burgeoning programmatic TV marketplace. Unlike online and mobile display and video markets, where the supply of inventory outpaced demand, the TV industry has been loath to embrace and adopt programmatic technology giving agencies and brands direct access to their audience inventory.

  • Mindshare Duo Turn Coffee Cups Into Media, Win Young Lions in MediaDailyNews on 05/23/2016

    Mark Longacre and Catherine Young, both senior associates at GroupM's Mindshare New York unit, took first place in the "media" category for the 2016 U.S. Young Lions competition for a campaign strategy that turned disposable coffee cups into a powerful medium.

  • National TV Prices Firm Up, Reflect Tightening Of Scatter Market in Television News Daily on 05/23/2016

    Prices in the national TV advertising marketplace appeared to be firming up along with tightening scatter market conditions heading into 2016-17 upfront negotiations. The average cost-per-thousand (CPM) of national TV advertising inventory rose to an index of 145 in April, according to the RealCost Index, a collaboration of MediaPost and SQAD's Netcosts services benchmarking national TV advertising costs.

  • Pioneering Cable, Online Researcher Marshall Cohen Goes OTT, Joins Tru Optik in Television News Daily on 05/20/2016

    Marshall Cohen, one of the godfathers of sell-side researchers (MTV, AOL, etc.), has joined Tru Optik's board of advisors. Cohen -- who was a key player on the original management team that launched MTV, and later AOL and a slew of other media properties -- is considered an expert on both consumer insights as well as Madison Avenue's.

  • Why Agencies Believe We Need Yet Another Video Platform: Because They Get Paid To Use Them in Show Daily on 05/19/2016

    Asked why a new social video sharing platform rumored to be coming from Microsoft is needed, a panel of agency executives speaking at OMMA Video this morning, said there's no such thing as too much of a good thing -- especially when you're getting paid to use it. Citing reports that Microsoft is poised to announce a new video sharing platform called Huddle aimed at the business enterprise marketplace, moderator Ryan Hurley, Director of Performance Marketing,The Archer Group, asked the panel, "Do we need another platform? People can't seem to get enough."

  • Read, Er, Listen To This If You Want To Understand Honda's Content Marketing Play in Show Daily on 05/19/2016

    The next new thing in digital media marketing for American Honda Motor leverages one of the oldest forms of media, you know, literature. But fear not, the Japanese automaker is not encouraging motorists to read books while they driving, but it does want them to listen to them. I'll leave it to better grammarians than me to determine whether the proper verb should be "read" or "listen," but Honda is calling its new content marketing strategy "Honda Road Readers," but they're actually audio book downloads its providing to customers so they can make better use of the time they spend behind the wheel and/or the time their passengers spend in their back seats.

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