A lot has been said lately about Twitter’s reach in terms of its monthly active users, but its ability to collect data through plugins like social sharing buttons has gone widely unmentioned. Many websites today include “buttons” on their pages that allow visitors to share content on Facebook, Twitter, Pinterest and other social networks by […]
As digital marketers hone the complementary sciences of behavioral metrics, segmentation and targeting, the deluge of consumer data consistently overwhelms traditional processing technology. The conventional data warehouse and relational database setup may be a workhorse for rigid systems like financial software, but for slicing and dicing marketing and advertising information, the infrastructure shows its age. […]
Some businesses see opportunity in flipping the assumption that Internet users are passive recipients of targeted advertising. The idea that they should be able to control their data and decide which companies to share it with has given rise to “data lockers” — online accounts where people store their personal information and ideally provide more […]
Nielsen recently expanded its partnership with consumer data specialist Experian to cover the former’s Online Campaign Ratings with additional layers of demographic data. The new data represents progress, but some publishers are concerned. Media sellers fault both Nielsen and its audience measurement rival comScore, with its validated Campaign Ratings (vCE), for not keeping up with data-management […]
The convergence of creativity and technology is shifting the dialog between consumers, agencies and brands. An on-stage discussion at the DMA 2013 conference in Chicago attempted to chart that shift by answering the question, “Does data drive the big idea or vice versa?” On the panel were Doug Bryan, a principal engineer at RichRelevance; Ben […]
Data science is the backbone of numerous ad-tech firms competing in an increasingly technology-driven environment. Explaining what data scientists do is difficult, however, given that their work is often described as a mix of art and science and varies with each company. AdExchanger asked data scientists from Decide.com, a price research firm acquired by eBay, […]
Moving between online and offline environments has become the norm for most consumers, but many marketers have yet to catch up. Semcasting, a MA-based multi-channel audience targeting provider, has launched a new self-service platform, the Semcasting Marketing Appliance, that promises to help marketers by connecting online and offline consumer touchpoints for targeted advertising. The Appliance […]
An array of visualization products have emerged to help marketers turn “big data” into smart data. This week has brought announcements around visualization from the likes of Tag Man, Placeable and SumAll. Meanwhile, plenty of other data and analytics vendors — including Tealium, Adobe, IBM, Acxiom and Domo – are investing in this area. But […]
Did you notice? Experian just bought a cross-device ad tracking — ahem — fraud-prevention vendor. The credit-reporting and marketing giant laid out $324 million to nab 41st Parameter, a security and fraud-detection business that guards against unauthorized purchases, among other things. Importantly, 41st Parameter also runs an ad-tracking brand, AdTruth, that hawks the same basic […]
Figuring out how to leverage the overwhelming amount of data they collect is a critical challenge for advertisers, and one that spans industries. To shed some light on big data issues, real-time ad platform Rocket Fuel invited Forrester Research analyst Mike Gualtieri, Visible Measures CEO Brian Shin, Morpheus CMO Shenan Reed, and Verizon marketing and […]
As marketers, ad-buyers and CMOs are increasingly asked to defend their spend, a “consistent data framework” that surpasses the boundaries of channel will be one way to help them win budgetary battles, according to one exec. Josh Herman, VP of partner and product strategy at Acxiom, joined executives from eBay, Datalogix and Nielsen Catalina Solutions […]
Google is not the only company working on “cookieless” data technologies. Acxiom is launching a new data-management platform this week that ties in numerous data sources for cross-channel and cross-device ad targeting. Called Audience Operating System (AOS), the offering consists of three “layers.” The first is a data layer that combines Acxiom’s data points from […]
Earlier this month, WPP Group media agency Mindshare created the post of “chief data officer” and hired analytics veteran Bob Ivins to fill it. Ivins arrives from Comcast where he worked on addressable TV efforts as VP of the Comcast Business Intelligence Group and the Comcast 360 sales unit. Before that he held executive posts […]
Is big data “too big” a challenge for marketers? This was a question posed to panelists today at the Financial Times’ Future of Marketing Summit, where a crowd of brand advertisers, agency execs and marketing and ad-tech vendors converged at The Metropolitan Club in New York to talk industry trends. “There’s never too much data […]
Not to be outdone by the brick and mortars, eBay announced today its acquisition of Seattle-based pricing research and data firm Decide.com for an undisclosed sum. Decide.com applies what it calls “patent-pending machine-learning and text-mining algorithms” to an avalanche of price points to connect consumers to highly rated products and services. Users gained access to competitive pricing […]
A few days after Acxiom unveiled Aboutthedata.com, a website where people can review the (sometimes inaccurate) online data that the marketing firm has collected about them, Pew Internet has published a report suggesting internet users are trying to remain anonymous online. Out of a survey of 792 online users in the US, 86% of the […]
LiveRamp, a company that takes offline marketing data and matches it with online advertising, continues to find ways to blend in customer relationship management into the digital mix. The company is releasing a CRM data onboarding software product, called GetOnboard, that helps tie online and offline, as well as CRM and advertising, more closely together. […]
While Yahoo has lately focused on buying and rolling out consumer-facing products, the Sunnyvale company also has ambitions around advertising. It drew attention to them yesterday, unveiling plans to add its Stream Ads format to several properties. Yahoo first introduced Stream Ads, which it refers to as a native ad format, to its homepages in […]
Data scientists are fueling the growth of the ad-tech industry, as well as many other industries. Straddling art and science, data science requires a solid understanding of machine learning, computing and algorithms, in addition to strong problem-solving and communication skills. The other thing about data scientists: There’s not enough of them. In order to meet […]
Today’s DMPs clearly stand out from each other and from other parts of the digital marketing landscape, according to the Forrester Wave DMP Q3 2013 report. Forrester Principal Analyst Joanna O’Connell profiled seven players that are pushing the envelope. More than as a result of competition from each other, the increasing use of mobile devices – and […]
The evolution of commerce has made data the new “MVP” of retail marketing. A common theme at this week’s eTail East conference in Philadelphia, a gathering of 1,150 retail minds, was delivering personalized offers at scale. To do so, marketers are looking for ways to harness data across a range of sources ranging from loyalty marketing […]
When it comes to variability between desktop and mobile advertising on Facebook, new data from Adobe suggests context and content matter in native ad placement. Desktop newsfeed ads yielded a 14% greater click-through rate than right-hand side ads, according to a recently published study that looked at an aggregate of customer data for cross-channel ad […]
The Digital Advertising Alliance’s managing director, Lou Mastria, reacted to the Tracking Protection Working Group’s decision to reject the DAA’s draft proposal for a universal Do Not Track standard, calling it “unfortunate” and “adding more pressure” to meet the group’s upcoming deadline. “I think we proposed something that was workable and did a lot to […]
“Old marketing has always been about archery. You’re there to hit the target and shoot the same arrows over and over again. New marketing is a lot like ping pong. It’s real-time decisioning. You’re leveraging business data, and not just media and marketing data. It’s requiring a lot of new skill sets, especially people who […]
Pulling insights out of disparate data sets is a challenge for many companies. Sometimes the problem is a marketer’s approach to data analysis. Kevin Ertell, e-commerce VP at kitchenware retailer Sur La Table, identified at Experian Marketing Services’ Client Summit 11 ways marketers undermine their efforts. AdExchanger spoke with Ertell about those points and other best-practice […]
Cross-channel marketing is one of the most common buzzwords marketers hear everyday, but only 8% of marketers have effectively implemented cross-channel strategies in their interactions with customers, according to results from a recent survey presented yesterday at Experian Marketing Services’ Client Summit in Las Vegas. The main obstacle is data. “Data is a blessing and […]
Two weeks after unveiling the “Cookie Clearinghouse,” a joint project between Mozilla and the Stanford Center for Internet and Society that would determine which websites are allowed to set cookies, Mozilla execs and CIS director of privacy Aleecia McDonald shed more light on the project today at a public discussion. “This initiative is about creating […]
The Federal Trade Commission has officially updated Children’s Online Privacy Protection Act (COPPA) with new restrictions that go into effect today. The changes include a ban on collecting location data from site owners and app developers with properties aimed at children. Since 2000, COPPA has required website operators whose sites are directed at users younger […]
Demandbase used to focus exclusively on optimizing website content based on the company an inbound visitor works for. As we noted late last year, it has expanded to push that IP-based business data into RTB buys. In an update on the business, CEO Chris Golec tells AdExchanger about 25% of customers have used the new […]
In what ways do the various components of digital marketing intersect and how can a company use that knowledge to its advantage? Gartner asked itself those questions and came up with the “Digital Marketing Transit” map, which resembles the map of the London Underground, with color-coded routes bearing names like mobility, analytics, and ad tech […]
