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Walmart’s Addressable Product Line; Attributing Big Data


walmartHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Addressable Products

During a media day presentation earlier this week at Walmart’s eCommerce outpost in California, Neil Ashe, president and CEO of Walmart Global eCommerce, told reporters, “We aim to connect every product in the world with every customer, and let them decide how to shop.” Imagine addressing that customer with all those products from a real-time bidding point-of-view – brain freeze! Read about the Walmart eCom strategy. One nugget from the prez: “12% of Walmart.com sales through mobile devices come when a shopper is in a Wal-Mart store using Store Mode, part of the Wal-Mart mobile app that recognizes when a registered customer is in a Wal-Mart store.” Brick-and-mortar at the corner.

Attributing Big Data

Anto Chittilappilly, president/CTO of attribution software provider Visual IQ, looks at the intersection of Big Data, marketing attribution and programmatic media buying and finds that the three mutually reinforce each other. “Out of this marketing attribution process, a re-calculated set of metrics is produced that takes into account those intra-ecosystem influences, reflecting the fractional credit for an organization’s marketing success, now spread across the media buys that truly contributed to that success,” he writes in Mediapost. Read more.

Programmatic Primetime

It’s only a matter of time until greater automation comes to the TV ad sales process, right? Writing in Australia’s B&T, Simon Van Wyk, founder of HotHouse, offers a roadmap: “Overall the number of consumers who are exposed to TV ads is shrinking,” Van Wyk notes. “As more media becomes digitised and more television is watched over the internet, programmatic buying for television will become more mainstream.” Read it.

Privacy Policy Catch-22

The problem with privacy policies, says Google global counsel Peter Fleischer, is that they serve more than one master. Fleischer writes in his blog, “Here’s the contradiction: Should a privacy policy be a short, simple, readable notice that the average end-user could understand? Or should it be a long, detailed, legalistic disclosure document written for regulators?” More.

DoubleClick For Yieldex


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Sell-side yield manager and analytics firm Yieldex is now giving its publishers access to Google’s DoubleClick for Publishers. Adding DoubleClick lets Yieldex provide “improved product integration for the publishers’ ad operations and sales teams,” CEO Andy says in a statement. Read more.

Demandbase Cash

Delivering targeted messages to prospects in the B2B space is an increasingly lucrative field, finds Demandbase, which just pulled in $15 million in additional funding. CEO Chris Golec says, “B2B has not yet taken advantage of the reduced cost of selling that is enabled by digital marketing and data driven decision making.” Press release.

App Money

Facebook is steadily honing its mobile app install ads, an ad format geared to capturing ad revenue from mobile developers. It describes the changes in a blog post, “We’ve enhanced our device targeting to allow you to reach people on specific versions of Android and iOS mobile operating systems and devices with Wi-Fi only connections.” More.

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