Wunderman Acquires FusePump; Unmeasurable Internet Audiences

33112_edited-1Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Wunderman Buys Commerce Tech

Agency network Wunderman has acquired FusePump, whose technology is designed to make product information from ecommerce sites and other sources available to marketers and advertisers. According to the release, “Wunderman will gain access to FusePump technology and platforms such as BuyNow, a solution that refers consumers to product offers and allows brands to promote their retail partner offers in other digital channels.” More.

Unmeasurable Audience

Michael Wolff uses his USA Today column to punch holes in the huge audience counts trotted out by some publishers, citing the prevalence of non-human traffic and “tabloid-like headlines” written for social sharability. Turns out, he writes, “The Internet, once extolled as the first truly measurable medium, wherein publishers and marketers would be able to precisely track usage and behavior, was not measurable at all — far less than even loosey-goosey conventional media.” More. Now there’s cold assessment on MRC’s “advisory lifting” day for viewability data.

Viewable Nielsen

Nielsen and Integral Ad Science have deepened a partnership that began in early 2012.   The verification vendor will now power viewability metrics within Nielsen Online Campaign Ratings in more countries, including the U.S., Australia, Brazil, Canada, France, Germany, Italy and the U.K. Read the press release.

Cross-Screen Connection

Mobile DSP Tapad has licensed its cross-device solution to offline and in-store data arbiter Datalogix. The partnership aims to combine Datalogix’s offline sales acumen with Tapad’s cross-screen Unify platform. Datalogix CEO Eric Roza said the move “increases our mobile footprint and extends engagement beyond the desktop to smartphones and their apps, creating more opportunities for brands to provide offers and information to their most important customers and prospects.” Read the release.

Aligning Online and Offline Shopping

Ecommerce giant Alibaba has teamed with department store operator Intime to take online shopping offline. The partnership will give Alibaba access to Intime’s offline inventory product database, while delivering promotions to Intime’s customers through mobile apps and in-store location-based tech. Read more via The Next Web.

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