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PR Firms Start Pitching Programmatic

Forward-thinking public relations firms are becoming savvy programmatic media buyers as the worlds of earned and paid collide. Paid social has been a core skillset for PR professionals for some time, but PR firms are now hiring talent from media agencies and building sophisticated programmatic strategies...


Paul Dolan Joins Varick As First-Ever CEO To Lead Shift In Business Model

Varick said Wednesday that former Xaxis executive Paul Dolan will join the company as its first-ever CEO. Varick, launched in 2008 as one of the first agency trading desks, has always had a president reporting into to senior leadership at parent company MDC Partners...


It’s Time For A Data Intervention

Facebook recently decided to shutter its partner categories feature, which many advertisers relied on for targeting via third-party data brokers. Google later announced a similar decision, limiting access to user data via DoubleClick ID...


Varick Announces Updates to Advanced TV Stack

Varick, an audience-centric digital marketing company, announced today additions to its Advanced TV stack. While the number of Pay TV viewers steadily declines, the number of connected TV viewers has been increasing and is expected to reach 194.4 million users this year...


Varick Announces Nielsen-Commissioned Study Shows Varick Drives Brand Lift Above Nielsen Norm Data

Varick, an audience-centric digital marketing company, released today the findings from a culmination of Nielsen Digital Brand Effect (DBE) studies. Through the research commissioned from Nielsen by Varick, clients can feel confident in both the sales-driving and brand-building effectiveness…


Varick Partners With Vistar Media On Out-of-Home Omnichannel Programmatic Buying

As targeting consumers across all channels becomes more important, Varick on Monday said it is partnering with Vistar Media to bring programmatic out-of-home (OOH) media into Varick's omnichannel buying solution...


If Advanced TV Is All The Rage, Why Aren’t More Marketers Flocking To It?

This year, we decided as a family that it was time to do a major overhaul on our home. This entailed knocking walls down, building walls up and – of course, the ultimate goal...


Varick Media Partners With Triton Digital On Programmatic Audio Ads

Varick Media said it has expanded a partnership with Triton Digital, a provider of tech services for the digital audio industry.   Now, Varick Media will use Triton's programmatic online audio marketplace..


As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon...


Efficiency Vs. 100% Viewability: Which Is The More Important Metric?

In 2012, the IAB first defined a “viewable” impression as one that’s at least 50% visible for at least one second. In doing this, the IAB initiated a slew of questions and concerns...


MDC's Varick Adds 'Decisioning' Engine, Replaces Manual Campaign Performance Decisions

MDC Partners’ Varick Media Management this morning unveiled the release of RECO, a proprietary decisioning engine capable of analyzing and optimizing a programmatic campaign’s...

Media in Canada

Varick Media Sets up in Canada

Here’s news that the world of programmatic advertising is growing in Canada: U.S.-based programmatic ad co Varick Media Management has announced its expansion here. And its hired former Bell Media exec and media...

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