RSS FeedArchive for the ‘Data’ Category


J.D. Power Buys Korrelate, Will Link Digital Ads To Car Purchases

jdpower-korrelateJ.D. Power will buy Orlando-based Korrelate, an online-to-offline data company that nearly went out of business in February. The solution will supplement J.D. Power's reporting solutions for auto marketers seeking to better understand the car shopper's path to purchase.

The companies have complementary, largely non-overlapping solutions. Korrelate was founded as Ad Summos four years ago to help publishers link their website visitors to real-world actions such as buying a car. J.D. Power, a business unit of McGraw Hill Financial, provides similar reporting through its Power Information Network but uses traditional methods – primarily car buyer surveys conducted after the transaction (With questions such as, "What ads did you see?"). The addition of Korrelate's data will let J.D. Power customers better decide effectiveness of automaker, dealer and third-party websites, and media placements.

Deal terms weren't disclosed.

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Evidon Rebrands As Ghostery, Focuses On Enterprise Tools

ghosteryIn recent months, Evidon has pushed to get more people to use Ghostery. As of Monday, everybody who uses Evidon will by default be using Ghostery, because the entire company is taking the name of its popular browser app. More specifically, Evidon will become Ghostery Enterprise.

“We’re refocusing on the concept of transparency for everyone," said company COO Emily Riley. "If you look at what consumers do with Ghostery and what our enterprises do with Ghostery Enterprise, it’s the same thing but looking through either end of the telescope.”

What she means is that while consumers using the Ghostery add-on can see which vendors are tracking them, businesses using Ghostery's enterprise product can see which vendors they have relationships with – a practice Ghostery calls “Marketing Cloud management.”

The problem, as described by Evidon (now Ghostery Enterprise) CEO and founder Scott Meyer, is that enterprises might have direct relationships with a handful of advertising and marketing tech vendors. But those vendors have relationships with other tech partners that the enterprise customer does not know about. (more…)


The Cross-Device Question: Krux

krux chavez vaidyaKrux’s co-founders, CEO Tom Chavez and CTO Vivek Vaidya, discuss what the company offers in terms of linking consumers across devices.

This is the eighth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn[x+1] and BlueKai.

Earlier this month, we published interviews with Neustar Aggregate Knowledge, Adobe and Lotame.

AdExchanger: What do Krux’s customers want in terms of cross-device connections, and what can Krux offer?

TOM CHAVEZ: The shorthand we use internally is we call it CDUI: Cross-Device User Identification. We see a lot of our clients push us into this and we’re glad they have because we understand how strategic it is.

Do publishers have different needs than marketers?

VIVEK VAIDYA: The challenges are similar in the sense that marketers also want the ability to target users across devices. The most common use case we see is one of frequency capping. They want a true frequency cap, and not a cookie-based frequency cap. The challenge for marketers is they don’t have access to a data set to train algorithms that will come up with the CDUI intelligence we’re talking about. That’s where the service we provide comes into play for them. We can provide not just a global frequency cap in terms of reaching the same cookie across three different media execution systems; we can reach the same user on three different devices across three different execution systems. That’s the most common use case we see as far as cross-device user identification for marketers.

And then once you put in the framework to do true frequency capping you can start to consider true attribution, true people-based attribution, as opposed to cookie-based attribution across devices. (more…)


Salesforce.com Inks Deals With Datalogix For Offline Audience Extension

SFDatalogixSalesforce.com has partnered with offline audience-targeting specialist Datalogix.

Salesforce.com's clients now have access to what Datalogix claims is an offline audience data set that represents $1 trillion in spend.

Eric Kirby, Datalogix's chief product officer, told AdExchanger the data provider's offline reach enables Salesforce.com's CRM clients to supplement their CRM databases with new prospects "by tapping into our database of consumer spending behavior to build 'spend-alike' audiences who mirror the buying behaviors of brands' best customers." In other words, the ability to do lookalike modeling.

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The Cross-Device Question: Lotame

lotame dmp kalyanLotame’s VP of Product Management Kalyan Lanka discusses what the company offers in terms of linking consumers across devices.

This is the seventh in AdExchanger’s series on the cross-device question, in which we examine what each data management platform (DMP) can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn[x+1] and BlueKai.

Yesterday, we published an interview with Adobe and last week we published an interview with Neustar Aggregate Knowledge. We'll soon also hear from Krux.

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The Cross-Device Question: Adobe

ComstockAdobe senior product manager Chris Comstock discusses what the company offers in terms of linking consumers across devices.

This is the sixth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn[x+1] and BlueKai.

Yesterday, we published an interview with David Jakubowski of Neustar Aggregate Knowledge and in the coming days, we’ll publish interviews with executives from Lotame and Krux. (more…)


Kraft Exec: ‘Programmatic Is A Centerpiece For Us’

Bob-RupczynskiKraft knows that consumers are easily distracted. At Forrester’s Forum for Marketing Leaders, Bob Rupczynski, VP of media, data and CRM at Kraft Foods, outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising.

“Through our meals, recipes and videos, we have about a billion interactions with consumers every year,” Rupczynski said. “And we asked ourselves, how can we take advantage of all our data?”

Kraft turned to the media agency Starcom and DMP provider Turn, to help it gain and leverage insights from its customer data. In addition to having a comprehensive view of its customers, the company’s goals included delivering more relevant messages, optimizing its media buying decisions in real-time and attributing sales to impressions at the store level.

Using Turn’s DMP offering, Starcom combined Kraft’s 22,000 first-party data attributes, such as information about websites customers visited, email addresses and purchase behavior, and matched it with third-party data sources.

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The Cross-Device Question: Neustar Aggregate Knowledge

AKCorrection 4/11: This article initially wrote Neustar reports to a Congressional committee. A company spokesperson said Neustar does not have a government contract and they are not audited by Congress. They have a telecom industry contract that is overseen by the FCC.

David Jakubowski came on board Neustar as SVP of marketing services after it acquired Aggregate Knowledge, where he was CEO. With the acquisition, Neustar inherited a data-management platform (DMP).

This is the fifth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn, [x+1] and BlueKai.

In the coming days, we’ll publish interviews with executives from Lotame, Adobe and Krux.

In the meantime, Neustar’s Jakubowski spoke about what his company’s DMP enables its clients to accomplish.

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Need For Speed: BlueKai Ramps Up Data Onboarding

bluekai mollyData solutions provider and Oracle acquisition target BlueKai has released an update designed to expedite a very unsexy but nevertheless crucial element of data-driven marketing: the onboarding process.

Continuous Fast Ramp updates the company’s Fast Ramp product released last summer. Fast Ramp was designed to improve the data onboarding timeframe to weeks from the industry-average 30 days. Continuous Fast Ramp is designed to reduce that time frame further, to 24 hours.

“The [onboarding] feature is tricky because it’s one of those back-end tech-side features,” said Molly Parr, BlueKai’s director of product marketing and management. “[We can take] a retail marketer with brick and mortar data, with thousands or millions of people coming in every day, and process those attributes in a single day rather than saying, ‘Yeah, in a couple of weeks you can remessage those guys.’” (more…)


Marketo Details ‘Customer Engagement Platform,’ Acxiom Data Deal

JonMillerArtOften framed as an M&A target to enterprise acquirers, marketing automation company Marketo on Tuesday released a Customer Engagement Platform – the result of the company’s own acquisitions spree.

The platform, which Marketo positions as a full marketing campaign management stack, unifies several of its acquisitions including machine-learning personalization tool Insightera and social campaign management platform Crowd Factory.

The company has also formed a partner deal with Acxiom to integrate its Customer Engagement Platform and Real-Time Personalization software with the data company’s data management platform (DMP) Audience Operating System.

Marketo’s push to service full-scale customer lifecycle needs and hook into a DMP foreshadow the company’s trajectory. Like Oracle, which recently spent close to $400 million on DMP BlueKai, it's indicative that first-and-third-party data players continue to mix.

Jon Miller, Marketo cofounder and VP of marketing content and strategy, spoke with AdExchanger about these developments.

AdExchanger: What’s the Customer Engagement Platform?

JON MILLER: It’s [marketing and sales automation becoming] applicable to B2B and B2C, [when it] has been historically constrained to the B2B world…With the specific products we’re launching, I think we’re credibly building a platform that says, “No, we’re more than marketing automation.” Marketing is changing so fast today that a company that's there to guide marketers specifically… especially when compared to other [places] where marketing ends up being a second-class citizen to sales or selling databases, is an important proposition.

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