Yuyu Chen

  • Publishers’ programmatic woes: ‘We get punished by being premium’

    Programmatic opens a revenue stream for publishers. But at the same time, publishers are paying exchanges or supply-side platforms hefty tech fees and dealing with issues like transparency and ad fraud. In two town-hall style meetings (where discussions are not for attribution) at the Digiday Programmatic Media Summit in New Orleans this week, publishing attendees jotted down ...

    Yuyu Chen/ Digiday- 17 readers -
  • Publishers see a slow shift, not rush, to first-price programmatic ad auctions

    Programmatic media is slowly shifting from second-price auctions to first-price auctions, where the highest bidder pays the price they submitted. Publishers at the Digiday Programmatic Media Summit in New Orleans said they have started testing the first-price model at a small scale. While the publishing executives interviewed for this story are not sure how effective first-pri ...

    Yuyu Chen/ Digiday- 16 readers -
  • Alibaba tests 60 futuristic pop-up stores across China for Singles’ Day

    For Alibaba, Singles’ Day is not just a shopping festival that generates billions of dollars in revenue in one day for the company, but it is also a testbed for the technology giant’s retail innovations. In addition to its traditional promotional events like a Singles’ Day gala, a see-now-buy-now fashion show and an augmented reality mobile game called “Catch the Cat,” Alibaba ...

    Yuyu Chen/ Digiday- 11 readers -
  • A guide to whether artificial intelligence will take your ad agency job

    There has been a lot of buzz around artificial intelligence, which uses logic to mimic the human brain. In the advertising space, many shops have created an AI or a cognitive technology division. But for the time being, AI’s real impact on various marketing fields seems to be limited. People often use the term AI interchangeably with machine learning, but they are different.

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  • Brands are using influencers on Musical.ly to reach teens

    Musical.ly, a lip-syncing app that has more than 200 million mostly teen users, is focused on user growth, but brands like Beiersdorf, Disney and Kit Kat are using influencers to crack the audience there. The lip-syncing feature makes Musical.ly an easy fit for movie studios and record labels, said agency executives. Some advertisers do their own influencer outreach on Musical.

    Yuyu Chen/ Digiday- 10 readers -
  • Inside agency Resolution Media’s ambitions in retail media

    The retail space is transforming rapidly: Big retailers like Amazon and Walmart are becoming advertising platforms, and individual brands also want to optimize their own e-commerce channels. In response, Omnicom-owned agency Resolution Media, which has 60 offices, 2,600 employees and handles more than $3.4 billion of ad spending, rolled out a retail media solution on Nov. 2.

    Yuyu Chen/ Digidayin Paid Search- 10 readers -
  • Cheatsheet: Blockchain is coming to programmatic (sorta)

    Blockchain — which originated in financial services and is essentially an open ledger (a massive spreadsheet) of transaction data — is a new ad tech solution in town. Its promise is to provide advertisers more transparency and solve problems related to ad fraud and brand safety. The underlying technology of blockchain is sophisticated, but how it works is straightforward.

    Yuyu Chen/ Digiday- 20 readers -
  • How Gallery Furniture used AI to boost digital sales more than $270,000

    Artificial intelligence is hot in ad tech, and Houston, Texas-based retailer Gallery Furniture — that has 400 full-time employees and three showrooms in Texas (two of which are over 100,000 square feet) — made its first foray into AI marketing this July. Nearly four months in, the brand has seen a year-over-year digital sales increase of around $277,500, thanks to a robot called Albert.

    Yuyu Chen/ Digidayin Social How To's- 16 readers -
  • How eyewear maker Luxottica takes control of programmatic

    Calling all brand marketers: We’re opening up a few more complimentary spots to join the Digiday Marketing Summit in the Bahamas in December. Interested? Apply here. Luxottica Group, whose brands include Ray-Ban, Oakley, Sunglass Hut and LensCrafters, has embraced programmatic since 2015. The eyewear maker developed its own data management platform last year and is now buildin ...

    Yuyu Chen/ Digidayin How To's- 15 readers -
  • Unresponsive reps, mysterious data: Agencies’ biggest gripes about Facebook

    A head of operations for a West Coast-based agency recently scheduled an internal training with a Facebook representative so her team of eight could learn best practices on the platform. But the Facebook rep canceled the meeting last minute due to a scheduling conflict. The agency exec emailed the rep every week to reschedule the training. Four weeks later, she finally got a response.

    Yuyu Chen/ Digiday- 11 readers -
  • Chinese tech companies venture into unmanned convenience stores

    Out of curiosity, Teresa Chen recently went to an unmanned convenience store, EasyGo, near the China Plaza shopping mall in Guangzhou, China. She used her WeChat app to scan a QR code to get into the store, where she found imported snacks, candy and soft drinks. Every product had a price tag powered by radio-frequency identification, a technology that can automatically track an ...

    Yuyu Chen/ Digiday- 11 readers -
  • Advertisers start placing paid media behind influencer content for lower CPMs

    Advertisers are known to use social stars as creative agencies, where media buyers send those active social media users RFPs and briefs, then have these individuals promote the content on their own channels. Now, advertisers are taking influencer marketing one step further by placing paid media to amplify influencer content beyond the individual’s social accounts.

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  • How WPP’s Triad Media is turning retailers into ad sellers

    When Sherry Smith joined Triad Retail Media as its fourth employee back in 2007, her first task was to build an office in Bentonville, Arkansas, to help Walmart-owned Sam’s Club sell ads and run product promotions. “The concept of digital retail was unheard of at the time, and we started with Walmart as the first client,” said Smith, who was promoted from chief customer office ...

    Yuyu Chen/ Digidayin How To's- 17 readers -
  • The challenges US agencies face with Chinese clients

    It was 8 p.m. Pacific time on a Tuesday. Adam Kleinberg, CEO of agency Traction, received an email request from a big Chinese technology company looking for a U.S. agency to run brand campaigns. The Chinese marketer suggested a quick call to go over details, and Kleinberg hopped on the phone with the executive later that night.

    Yuyu Chen/ Digiday- 11 readers -
  • How Amazon is using training programs to target ad buyers

    On a breezy day in late September, Tod Harrick and his team of around 50 consultants were invited to Amazon’s Seattle headquarters to take a new four-hour training course called E-commerce Training Academy. There, he and his colleagues learned how Amazon’s major advertising programs — Amazon Advertising Platform, Amazon Media Group and Amazon Marketing Services — worked, where ...

    Yuyu Chen/ Digidayin How To's- 21 readers -