programmatic advertising

The Power Of People-Based Marketing

Q & A with Pete LaFond, vice president, marketing, on people-based marketing — an effective approach to audience targeting and reducing fraud. Q: What is people-based marketing? LaFond: People-based marketing is a data-driven strategy that starts with people—or more specifically, known, verified … Continue reading

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Name that Data: An Ultimate Guide to Distinguishing Behavioral from Profile

Marketers: Know your data distinctions. Programmatic transactions will make up a majority of non-search digital ad spend by the end of this year. With massive amounts of data needed to fuel programmatic for audience targeting, discerning which data is optimal … Continue reading

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The Holidays are Coming: Two Steps to Avoid Ad Waste This Season

The holiday season is coming. Think that statement’s a bit premature? With 1 in 5 consumers beginning their shopping in September, we humbly disagree. Digital marketers are already busy making their lists of which consumers to target. But have they checked … Continue reading

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3 Reasons Marketers Need to Embrace Offline Data

Marketers are beginning to recognize the value of Big Data for programmatic advertising and audience targeting. But exploiting the correct type of data, depending on unique campaign objectives, is one of the most formidable tasks on a digital marketer’s long … Continue reading

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People-Based Marketing’s Your Only Option in This Programmatic Age. Here’s Why.

As programmatic advertising booms, marketers who better understand the value of each impression and individual will gain significant advantage over their competitors. A critical element in their success will be people-based advertising. Why is people-based advertising so important? Because it … Continue reading

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