Complexity is going to create new opportunities to reach audiences, says Nielsen Chief Marketing Officer Alison Gensheimer. She sits down with AdExchanger Executive Editor Sarah Sluis to discuss how Nielsen can observe nuanced behavioral differences in streaming behavior, and how brands can use this data in order to reach their audiences more effectively.
Rather than relying on machine learning, SQREEM uses a mathematical AI model to track how systems change over time and predict audience behavior.
Given how much the market has changed since the Google trial began, and the wiggle room in the ruling itself, publishers aren’t expecting much relief from the court’s behavioral remedies.
Indie agency KWG says sell-side curation can target more high-performing inventory with better match rates and lower data fees than buy-side curation.
Infillion checked in with its latest acquisition on Friday: Foursquare. Apparently, if there’s a strategically interesting or distressed ad tech asset on the market, Infillion will find it.
A week ago, HBO MAX had its verified Reddit account overrun by a hacker group, which eluded notice for two days while it ran 108 different ad permutations targeting an unknown number of Redditors.
Adapting other channels’ strategies might be what gaming platforms need to do to get advertisers comfortable spending more. Leaning into gaming’s differentiators will come later, after bigger budgets arrive.
