When Heineken moved more of its advertising budget to digital video, it didn’t see results. “Digital never rose to the top [in marketing mix models], in an almost mind-boggling way,” said Ron Amram, VP of media for Heineken USA. But Heineken knew its audience was moving to digital environments, so it didn’t want to leave […]
AdRoll’s B2B data co-op IntentMap, unveiled eight months ago, has expanded its participating partners from 1,000 to 3,000 out of 20,000 overall clients. The prospecting co-op is a pool of shared advertiser data managed by AdRoll’s data science operation. “We think data co-ops will gain momentum over the course of the year,” said AdRoll President […]
The Trade Desk has grown faster than probably any other DSP in recent years, as founder and CEO Jeff Green sought to capitalize on what he saw as strategic errors by rivals. “We saw that most of the DSPs had created channel conflicts for themselves,” said Green, a reference to some other DSPs’ media company […]
Best practices and policies to deal with fraud and botnets are emerging, but ad tech companies aren’t sharing them with each other – partially because they don’t want their secrets to slip out to fraudsters, and partially because ad fraud detection is a competitive differentiator. As a result, companies are developing their own policies and […]
Google is upping its defenses against ad fraud to take on three malware families. The offenders include Bedep, plus two previously unknown entities internally code-named Beetal and Changthangi, which are named for goat species. Read the blog post. Google has developed a filter – now available for advertisers using DoubleClick Bid Manager (DBM) and Google Display […]
Krux opened its business-to-business data-sharing marketplace, named Link, on Thursday with the goal of building an open exchange for media and marketer first-party data. The product has been in development for 18 months and live in beta with some clients for almost a year, according to Krux chief solutions officer and Link general manager Michael […]
US and European officials agreed Tuesday to a data-sharing deal that would replace the Safe Harbor pact. Safe Harbor had regulated commercial data sharing for 15 years until it was overturned by a European court last October after a privacy activist’s suit against Facebook. Few details have surfaced about the new deal, dubbed “Privacy Shield,” […]
Megaplatforms such as Google, Facebook and Amazon dominate every marketing niche they occupy, but they are still in the early stages of honing their measurement, targeting and advertising. In what will be a recurring theme in 2016, walled-garden players are still trying to formulate and communicate what value their data brings to brands, according to […]
Battle cries and breast beating notwithstanding, the industry doesn’t seem to be doing all that much to tackle bot fraud, which is expected to take a $7.2 billion bite out of ad budgets in 2016. That’s according to research released on Tuesday by the Association of National Advertisers and bot detection firm White Ops. It’s […]
Despite ongoing efforts by the Media Rating Council to close the reconciliation gap between vendors, discrepancies continue to haunt viewable impression counts. And there are some who say the MRC is needlessly adding complexity to the process with its reporting requirements. “There’s a lot of slicing and dicing of the data going on,” said David […]
