Data

Marketers know that quality matters – and here’s yet more proof. But breaking old habits in digital media is easier said than done.

Meet Guideline, a marketing intelligence platform that aggregates anonymized agency billing data to generate data-driven insights on media spend, pricing and market trends.

The Trade Desk and PubMatic announced a new API-based integration for managing deal ID campaigns built atop TTD’s Price Discovery and Provisioning (PDP) API, which was announced earlier this year.

The Trade Desk and Acxiom have a new product that plugs into Kokai to create a live feedback loop between UID2 IDs and real-world outcomes.

Roqad is buying Zeotap’s third-party data biz to boost its identity resolution capabilities, but also for access to key integrations with major ad platforms.

Most social platform spending comes from small businesses. And TV tech companies have been busy trying to make it easier for small businesses to apply the same tools – like data matching – they use on social media.

Most advertisers aren’t happy about the effects of tariffs. But the industry that a business operates in has a major impact on its financial security.

The biggest cloud tech companies, – namely AWS, Snowflake, Databricks and the Google Cloud Platform – are investing heavily in their own ad tech and marketing verticals. But, funnily enough, ad tech vendors themselves tend to avoid the big public clouds.

When consumers don’t feel culturally represented in online advertising, they’re less likely purchase from certain brands. Which is why some brands, including Haleon-owned over-the-counter pain medication Panadol, are making an effort to be more inclusive in their messaging.

Ad buyers agree that Nielsen’s decision to pivot from panel-only ratings is a step in the right direction for TV ad measurement. But some also suggest it may be too late for Nielsen to recover the ground it ceded to competitors.

NBCUniversal and Instacart team up to help brands use Instacart data to plan and measure audiences for NBCU campaigns.

The Trade Desk has said it will buy Sincera, a startup that aggregates and supplies metadata to ad tech companies. This is TTD’s second-ever public acquisition.

TV sales consortium Ampersand’s new measurement platform combines streaming and traditional TV data to give buyers a better idea of incremental reach and frequency.

Helen Havlak, publisher at The Verge, chats with AdExchanger at CES about how publishers should pivot in response to the dropoff in traffic from Google search.

Three years after launching its own data clean room, Roku is trying to bring something new to the table. On Monday, the company announced the launch of a new offering, the Roku Data Cloud, which allows marketers access to more granular streaming TV data via ad tech and agency API partners.

On Monday, Disney released a new ad product called Disney Compass designed to give buyers quicker and more direct access to Disney data in addition to data from Disney’s identity and measurement partners.

Before first-party data can save us all from signal loss, advertisers need tools that make first-party data more accessible and easier to use, said fullthrottle.ai CPO Amol Waishampayan.

On Thursday, TV measurement company Samba TV announced its acquisition of audience data and contextual targeting solution Semasio.

For Carat US Chief Investment Officer Carrie Drinkwater, data is essential to driving success – but it’s not the whole story.

Blockgraph is officially hopping on the self-service CTV platform bandwagon. On Thursday, the TV identity resolution company announced a new self-serve product, aptly called Blockgraph OnDemand.

Data platform Quorum wants to serve publishers and advertisers at the same level as walled gardens can, but without all the walls.

On Tuesday, mar tech company GrowthLoop announced the launch of its new customer data platform, called The Loop.

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Rainbow-themed marketing schemes were muted during Pride Month this year, continuing an unfortunate trend of brands moving away from marketing to the LGBTQ+ community.

LegalZoom has been beta testing new tools from communications API provider Twilio that allow marketers to access data from the cloud without needing to call in the engineers.

While Google’s Privacy Sandbox remains a subject of industry skepticism, brands are resetting their expectations around first-party data. Next up on the list of solutions agencies are trying is alternative identifiers, such as UID 2.0, ID5, Lotame’s Panorama ID and dozens of others.

Data and ad tech experts at Programmatic IO in Las Vegas discuss how brands can make better use of their first-party data by working more closely with walled gardens – whether brands like it or not.

TelevisaUnivision used its upfront stage to remind agencies and advertisers that Hispanic audiences drive business results. It shared ways buyers can work directly with it for targeting and measurement, plus new video currency options for media transactions.

To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.