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Nielsen Why You Want to Work at this Digital Transformation Organization -

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Will New York mobile ad tracking startup AppsFlyer transform the mobile advertising market?

Most peo­ple work­ing in media jobs in mobile adver­tis­ing agen­cies would agree that, in the age of mul­ti­ple media sources, adver­tis­ers need to know which net­works they’re get­ting the best results from. And since its launch in 2011, New York mobile app mea­sure­ment, attri­bu­tion and ana­lyt­ics SaaS start­up Apps­Fly­er has been help­ing them find out. Effec­tive track­ing  Apps­Fly­er lets mobile adver­tis­ing agen­cies, app devel­op­ers and brands mea­sure mobile user attri­bu­tion across social, organ­ic, paid and viral media sources. Now a Face­book Mobile Mea­sure­ment Part­ner, the startup’s plat­form is inte­grat­ed with no few­er than 300 media sources and ad net­works, and it’s cur­rent­ly mon­i­tor­ing mobile adver­tis­ing cam­paigns at annu­al run rates of $500 mil­lion in ad spend and one bil­lion mobile app installs (its mobile traf­fic grew 80-fold in 2013). To cap it all, the com­pa­ny recent­ly announced that it’s now prof­itable too. Its suc­cess reflects its capac­i­ty to enhance mobile mar­ket­ing trans­paren­cy by help­ing mobile adver­tis­ing agen­cies and adver­tis­ers pin­point prof­itable cam­paigns based on life­time val­ue and ROI. And it’s cer­tain­ly impressed investors: at the begin­ning of March, Apps­Fly­er raised $1.7 in a Series A round led by Pitan­go Ven­ture cap­i­tal and exist­ing investor Mag­ma Ven­ture Part­ners. Pitan­go Gen­er­al Part­ner…

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Can New York ecommerce startup Grand St do for indie hardware designers what Etsy did for indie crafters?

Even a novice ecom­merce ana­lyst would con­cur that if an ecom­merce start­up man­ages to achieve a repeat-buy­er rate of 40 per­cent and cross­es the $1 mil­lion mark in rev­enues after just six months of trad­ing, it’s onto a pret­ty hot busi­ness idea. And this is pre­cise­ly what Grand St., the New York start­up aim­ing to become the Etsy of elec­tron­ics, has done. Etsy for elec­tron­ics  Co-founder Aman­da Pey­ton real­ized that there are tens of thou­sands of hard­ware star­tups in exis­tence, cre­at­ing seri­ous­ly snazzy con­sumer gad­gets that you sim­ply won’t find in stores. Things like “Ever­purse”, a bag that dou­bles as a smart­phone recharg­er, or mod­u­lar robot­ic kits, or “smart” dog col­lars. The list goes on. After curat­ing a small dai­ly selec­tion of goods since its launch last July, the start­up decid­ed last month to expand its ecom­merce store into a larg­er mar­ket­place for indie hard­ware design­ers. Apt­ly named “Mar­ket­place”, the new ini­tia­tive has a num­ber of key fea­tures which sea­soned ecom­merce ana­lysts will rec­og­nize have real poten­tial to make it the elec­tron­ics ver­sion of Etsy. Firms with prod­ucts ready for pur­chase can list them on Grand St, which takes an 8 per­cent cut of the sales. But Mar­ket­place will also…

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New York startup Movable Ink breathes fresh life into email advertising with nifty new agileEMAIL platform

It’s prob­a­bly hard to find any­one with media jobs in online adver­tis­ing agen­cies enthus­ing about e‑mail ad cam­paigns these days; from the art direc­tor to the account man­ag­er, most con­sid­er the time and effort involved in design­ing, imple­ment­ing and mea­sur­ing email cam­paigns too cum­ber­some. But New York start­up Mov­able Ink is deter­mined to change all that with a nifty new plat­form called “agileEMAIL.” A new solu­tion for a “bro­ken” art Mov­able Ink’s co-founder and CEO, Vivek Shar­ma, con­cedes that email mar­ket­ing in its usu­al form is “bro­ken”, with too much time spent on tedious tasks and too lit­tle on being cre­ative. No art direc­tor rel­ish­es that kind of work and con­sumers tend to be decid­ed­ly under­whelmed by most of the pro­mo­tion­al mate­r­i­al that ends up in their inbox­es. But since its launch in 2010, Mov­able Ink has been clev­er­ly breath­ing new life into email mar­ket­ing with tech­nol­o­gy that enables updat­a­ble real-time con­tent that con­tin­ues to “live” after the “Send” but­ton has been actioned. So far, its approach has been to offer a “piece­meal solu­tion”, says Shar­ma, but the new agileEMAIL plat­form will pro­vide “a broad­er view.” Not only will the new tech­nol­o­gy allow com­pa­nies to go on embed­ding live and…

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Borro, the London/New York virtual pawn shop for bigger ticket clients, sets sights on US expansion

You don’t need to be a sea­soned ecom­merce ana­lyst to appre­ci­ate that, in the sec­ond decade of the twen­­ty-first cen­tu­ry, it’s pos­si­ble to buy just about any­thing on the web. And online cash bor­row­ing plat­form Bor­ro sees no rea­son why ecom­merce shouldn’t extend to being a high-end vir­tu­al pawn shop. Vir­tu­al pawn­ing Co-head­­quar­tered in New York and Lon­don, Bor­ro (which launched in 2007) recent­ly suc­cess­ful­ly closed a pri­vate equi­ty round total­ing $112 mil­lion cour­tesy of Vic­to­ry Park Cap­i­tal. It doesn’t take a genius ecom­merce ana­lyst to work out why: last year, Bor­ro made $17 mil­lion in rev­enue on the back of the $50 mil­lion it loaned. This year, rev­enue is expect­ed to hit $30 mil­lion and the loan pool is on course to expand to $100 mil­lion. Cus­tomers need­ing cash can, if they have the items, go to Borro’s web­site and put valu­able objects up as col­lat­er­al (i.e., any­thing from fine art to fine wine, with jew­el­ry, pre­cious met­als, lux­u­ry cars and watch­es wel­comed too). Bor­ro then sends one of its spe­cial­ists (objects experts from var­i­ous fields) to per­son­al­ly vis­it the client, eval­u­ate and authen­ti­cate the item and take it back with them in exchange for cash (usu­al­ly, 65 to…

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Firstborn, the friendly New York digital agency with a “no-diva” policy

Pic­ture this: you’ve got a brand new job as a busi­ness devel­op­ment man­ag­er at a dig­i­tal agency and you’re rear­ing to go. But while you’re keen to start dri­ving those online adver­tis­ing sales, you feel just a bit like the new kid arriv­ing at school, wor­ried about eat­ing lunch on your own. If you land­ed your job at New York dig­i­tal adver­tis­ing agency First­born, that feel­ing won’t last long as the firm goes out of its way to wel­come new­com­ers. Fam­i­ly warmth  Found­ed by Michael Fer­d­man (now its CEO) back in 1997, First­born has chalked up an impres­sive list of clients over the years, amongst them super­star celebri­ties like Madon­na, for whom it made a dig­i­tal ver­sion of her album “Music”. Cur­rent­ly, the ros­ter includes big names like Under Armour, Moun­tain Dew and Aflac, and a few weeks back it cre­at­ed a con­­tent-dri­ven web­site for A‑list fash­ion design­er Tory Burch (the site streamed the New York Fash­ion Week event). Fer­d­man decid­ed to sell the com­pa­ny to Dentsu in 2011, and moved it and its 90 staff to the majes­tic AT&T build­ing in low­er Man­hat­tan, where it shares stu­dio space with its New York dig­i­tal neigh­bor, 360i. The wel­com­ing atmos­phere is…

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