Oracle 1.0 was more about databases than device graphs. But as Oracle methodically built out a Marketing and Data Cloud, that changed. For the latter, marrying data management platform BlueKai with offline data tool Datalogix unlocked new capabilities. For instance, it can validate metrics that purport to measure links between TV, digital and sales. Oracle […]
LiveRail and AppNexus removing resellers from their respective platforms last week were two more nails in the ad network coffin. If any publishers were upset, AdExchanger couldn’t find them. Just the opposite, in fact. While some publishers still use ad networks, most have significantly pared back in recent years, and those that still work with […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Tony Blankemeyer, startup liaison at 84.51°. With marketing technology tools launching each day can feel overwhelming, especially for novice digital marketers. It’s easy to get caught up in the “new […]
“On TV And Video” is a column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Manny Puentes, chief technology officer at Altitude Digital. The digital advertising industry is moving toward transacting on viewable impressions rather than the rendered impression, also known as the classic CPM. This is already the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Pushing Back On Netflix Disney has worked out a licensing agreement on at least one ABC show that stipulates Netflix must run a four-second pre-roll video before episodes (not a full ad, but the ABC logo, some creative based on the show and ABC […]
Accuracy is a spectrum when it comes to location data. And because there’s no systematic way to discern between different types of location data, including how granular it is or when it was derived, the buy side is confused and reluctant to spend. “When we ask clients what the stumbling block is for location, they […]
If someone asked you to rattle off the big buzzwords in media, it’s a pretty good bet mobile, native ads and programmatic would be somewhere near the top of your list. Google has just knocked down all three in a single gesture, allowing its publisher customers to expose native ad inventory in their mobile apps to buyers […]
While many tech companies are entering the marketing cloud business, Teradata is saying sayonara. Although it acquired Dutch data management platform FLXOne in October and shortly after rolled out an Integrated Marketing Cloud, Teradata revealed late last week it would sell its marketing applications line of business to focus on its data and analytics offering. […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alistair Goodman, CEO at Placecast. In the world of mobile marketing, geofencing has become the lingua franca for agency buyers, retailers, techies and data analysts. Everyone understands the idea of […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. We’ve all been talking about it for years, but now by combining the right technology with the right approach, I believe that the promise of […]
