New DMP On The Block; BlackArrow Launches Audience 2.0

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

New (DMP) Challenger

Add another data-management platform (DMP) to the market. This one is from Norway-based Cxense (pronounced see-sense), a company that offers cloud-based digital analytics and audience data for publishers. Cxense is positioning the platform as the foundation for its application stack. The company’s customers are mostly European and Japanese, and include Schibsted, Rakuten and The Economist. Read the release.

Tracking TV Audiences

TV advertising and data provider BlackArrow launched Audience 2.0 on Wednesday, a data-management platform designed for pay-TV providers. Upgrades include a Web-based tool called Profile Manager, which allows providers to pool and manage first- and third-party subscriber data in one location. The tools let providers built custom audience segments and view the number of devices and households in audience groups. “The future of TV and where it’s going is addressable advertising, robust measurement and personalized content,” Chris Hock, an SVP at BlackArrow, told AdExchanger. The company is working with clients such as Comcast and Time Warner Cable. Read the release.

The Loop Goes Global

Mindshare is expected to make its proprietary real-time marketing (RTM) system, The Loop, available to its global network in time for the World Cup. The expansion coincides with agreements with Twitter, which will give select Mindshare clients in The Loop markets access to Twitter Live Studio services. Mindshare launched The Loop in February, and the system incorporates paid media into the RTM process alongside owned and earned media. Read more via MediaPost.

Daddy Of Ad Tech

In the recent string of data-centric, marketing tech acquisitions, IBM and Silverpop are among the largest. Writing for The Drum, Andrew Moss structures the data thusly: “IBM wants to rule the increasingly important field of permission-based automated marketing and social CRM, and is determined that Oracle, Adobe and Salesforce.com don’t. … This will make troubling reading not just for Big Blue’s rivals, but the big digital marketing and CRM agencies, who will now not only have to compete with each other for clients, but the daddy of all tech giants.” Read more.

Reddit’s Location

For a site that sees an immense amount of traffic, Reddit has not sold ads liberally. Until now, advertisers were only able to place location-targeted banner ads. On Wednesday, Reddit announced that it’s extending location-targeting ads to include promoted posts. Reddit ad sales manager Adriana Gadala-Maria said that ads that are location-targeted will be clearly marked and seek to “give advertisers a better way to target their audience.” Read more via the WSJ.

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