In the News

Let’s be Up Front About Advanced TV

The possibilities of advanced TV — the use of advanced data to enable household-level targeting or smarter planning on television channels and devices — are blossoming, with investments in addressable channels continuing to grow. But much like a reality show, the … Continue reading

Articles, In the News, People-Based Targeting | Leave a comment

New Bid on the Block

Bidstream data—cookie-based data shared by publishers during ad calls—is increasingly becoming the buzziest component of our programmatic landscape. Advertisers eye this data trove as the latest opportunity to improve efficiency and increase adtech transparency. Advertisers and demand-side platforms (DSPs) want to … Continue reading

Data & Audiences, In the News, Predictive Analytics | Comments Off on New Bid on the Block

The New Age of ‘Customer’ Data

The martech industry seems to be constantly on the hunt for the next big thing, and understandably so. In an industry where we said goodbye to a handful of platforms and brands in 2018 (R.I.P. LittleThings, Go90s, Rocketfuel), the next big thing may … Continue reading

Articles, Data & Audiences, In the News | Comments Off on The New Age of ‘Customer’ Data

3 Ways Marketing AI Will Advance in 2019

Artificial intelligence for marketing is in its awkward teen years. It’s still young, deciding who it wants to be. We see this facet in the growing hype around AI with the lingering lack of transparency and education into how AI … Continue reading

In the News | Comments Off on 3 Ways Marketing AI Will Advance in 2019

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

Articles, Data & Audiences, In the News | Comments Off on Tighter Data Rules Affect Some Marketers More Than Others

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

Articles, Data & Audiences, In the News | Comments Off on The GDPR And Facebook Fallout: Short-Term Pain, Long-Term Gain For Data-Driven Advertising

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

Articles, Data & Audiences, In the News | Comments Off on With Identity Graphs on the Rise, Focus Turns to Interoperability

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

In the News | Comments Off on What CDPs Can—And Can’t—Do

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

In the News | Comments Off on Bringing In Offline Data To Optimize Online Ad Bids

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

Bid Price Optimization, In the News | Comments Off on The Pendulum Swings: Balancing Transparency with Efficiency and ROI