In the News

Tighter Data Rules Affect Some Marketers More Than Others

The screws are tightening on the data ecosystem. Now that we are in a post-GDPR landscape, platforms and publishers have rapidly made moves to distance or close themselves off from the third-party data used to target and measure digital ads. Marketers have watched … Continue reading

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The GDPR And Facebook Fallout: Short-Term Pain, Long-Term Gain For Data-Driven Advertising

In the blink of an eye, the third-party data landscape has dramatically shifted under the feet of marketers. For many, now is a time of turmoil, uncertainty and loss of support that was previously taken for granted. But this time … Continue reading

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With Identity Graphs on the Rise, Focus Turns to Interoperability

The most stunning comeback in recent times in media has been the reemergence of walled gardens. Only a few years ago, many pundits attributed AOL’s early 2000s flameout to its insistence on creating a Disneyfied version of the Internet while … Continue reading

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What CDPs Can—And Can’t—Do

Marketers have long wanted to consolidate the data they need on each customer into one place. But even in today’s martech landscape, rife with data-devoted technologies, marketers still haven’t cracked that code. In late 2016, the Customer Data Platform Institute … Continue reading

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Bringing In Offline Data To Optimize Online Ad Bids

by Laurie Sullivan Google has allowed marketers to optimize the bid prices on digital ads for years using historic online data, but marketers don’t hear much about using offline data to optimize bids. Now TruSignal, a predictive analytics and data company, … Continue reading

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The Pendulum Swings: Balancing Transparency with Efficiency and ROI

The issue of transparency has taken center stage in the ad tech world, and for good reason. For too long, the industry has seriously lacked it. Advertisers have led the charge by cutting spending to entities that refuse to shine … Continue reading

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What Data Science Can Learn From The Slow Food Movement

You may recall a scene in the first season of Portlandia that features a couple at a farm-to-table restaurant asking about the chicken on the menu. They don’t just want to know how it’s cooked. They want to know what the chicken … Continue reading

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‘Black Box’ Problem Hampers Banks’ Online Marketing

By Penny Crosman Bankers would like to take advantage of one of Facebook’s prime marketing skills — the ability to target users who exhibit attributes like their existing customers — but there are persistent fears that doing so could make … Continue reading

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Interview with David Dowhan, CEO & Founder, TruSignal

Tell us about your role and how you got here? What inspired you to start a people-based marketing company? When I was head of marketing for NextCard (a credit card originator from the Internet 1.0 era), I saw firsthand how … Continue reading

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The Future of Addressability Across Channels

Addressability (reaching specific members of a broader audience) is improving, but it’s not yet in the place most marketers want it to be. Here’s what’s likely to happen with addressability during 2018, and beyond: Addressability within platforms Many people have … Continue reading

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