Since GDPR came into effect last year, Google has been at the center of two connected issues around resolving identity in digital marketing. First, it planned to remove the DoubleClick ID (now the Google ID) from its log files, preventing ad tech and analytics companies from using the ID to track campaigns across the web. […]
Google still brings in the big bucks, but its costs are skyrocketing as well as the digital media giant pushes its way into TV advertising. First, the basics. Alphabet brought in $39.3 billion in Q4 2018, up 23% from the same period the year before, the company disclosed in its quarterly earnings report on Monday. […]
Amazon’s “Other” category, its miscellaneous revenue segment that consists primarily of advertising, made $3.4 billion in Q4 2018, almost doubling from Q4 2017. The “Other” category also grew by about $900 million from the prior quarter, for the first time outpacing the growth of Amazon Web Services, the cloud infrastructure business, which added $700 million, […]
Google has maintained its dominant share of the ad server market because switching ad servers is a hellacious process that requires a hard reset on media plans, analytics, creative and billing. But Google’s announcement last May that it would remove the Google ID from its ad-server log files, thus prohibiting marketers from tracking or measuring […]
Reddit is getting into the performance marketing game. On Wednesday, the self-described front page of the internet launched the ability for direct response advertisers to buy any of its inventory across desktop, mobile web and app on a cost-per-click (CPC) basis. Until now, advertisers could purchase ads on a CPM model – or cost per […]
A slew of consortiums, collaborations and integrations have emerged to fill the need for a universal advertising ID, which would help publishers and ad tech companies level the playing field with Google, Facebook, Amazon and other platforms with vast logged-in user data. But those vendor-focused initiatives struggled to gain broad adoption and overcome competitive issues […]
Salesforce expanded integrations between its marketing cloud platform and Datorama, the customer data platform it acquired for $800 million last year, the company announced Wednesday at AdExchanger’s Industry Preview in New York City. The new features allow Datorama customers to centralize marketing data from email and social media campaigns for analytics or ad campaign management. […]
Claritas acquired the CRM and identity company AcquireWeb on Tuesday, the third in a yearlong buying spree as Claritas revamps its traditional audience segment business for real-time, data-driven media. Terms of the deal were not disclosed, but Claritas will gain 20-30 AcquireWeb employees. In the past year Claritas has also added Geoscape, a multicultural audience […]
The analytics startup Civis was founded in 2013 with roots in political data and targeting and has since transitioned to commercial business, where advertisers are less familiar with testing messages to sway public opinion. Most big brands rely on panels or focus groups, which “have a lot of contamination” because more people self-select into groups […]
Most B2B marketers – more than 60%, according to Dun & Bradstreet – spend on programmatic advertising. But when trying to connect their programmatic investment to actual leads generated down in the funnel, they hit a wall. To help them break through, Integrate, a mar tech and data orchestration platform for B2B marketers, is acquiring ListenLoop, a […]
