Data

Disney announced integrations with LiveRamp and Experian, which join The Trade Desk’s UID2 as identifiers that Disney advertisers can use for audience matching and buying.

Delta is collecting first-party data as a cornerstone of its pandemic recovery plan by rolling out free Wi-Fi through the airline’s SkyMiles membership program.

Pinterest is launching a new data clean room with LiveRamp to help drive incremental sales, with Albertsons onboarding as the first advertiser to pilot the tech.

Clean rooms are all the rage – everybody’s talking about them. But even the most sophisticated brands are early in the test-and-learn phase, and mega-platforms with their own data clean rooms, including Google, Amazon and Meta, see the opportunity as well.

Cloud infrastructure technology services are converging on the media and ad tech industry. The sleeping giant is Amazon Web Services. And AWS has woken up.

Data platform Dstillery released a contextual solution with healthcare analytics company PurpleLab to help pharma advertisers target audiences without third-party cookies. The tool uses ID-less signals, such as URL, time of day of web visits and regional location, then uses that data to find patterns in online behavior that are associated with specific health conditions.

The quality of marketing data – or, rather, the lack thereof – is arguably as big of an issue as signal loss, but doesn’t get nearly as much ink. On Wednesday, data validation provider Truthset opened the doors of its data collective to help data providers independently test the accuracy of their consumer records.

The US Hispanic population is growing by leaps and bounds. But because of bad data, TV advertisers are still throwing darts at the wall to reach them. TelevisaUnivision unveiled a Hispanic household data graph during this year’s upfronts, and Omnicom Media Group is the first agency to include the new graph in its identity solution for campaign planning and measurement.

Using data to try to predict the future is fine. Marketers do it all the time. But some events you can’t predict. The pandemic, anyone? “Sometimes data is about forecasting, but mostly it’s to create the capacity to respond,” said François-Xavier Pierrel, group chief data officer at JCDecaux, speaking at Web Summit in Lisbon this week.

“The personalized targeting data points we’ve gotten used to are under examination,” said Jeremy Hlavacek, CCO of data services provider Experian. “Advertisers want better identity data, better segments and better understanding of consumer behavior. So they’re going to shift to higher-quality, more precise, more accurate, more trusted data sets.”