Data

Data intelligence platform Tracer selected Obele Brown-West to be its first president on Wednesday on the brink of closing its Series A round of funding.

Tatari is launching a new sister company called Vault, whose first product is a data clean room. The idea is to provide cross-channel measurement for advertisers and programmers using data other than IP addresses.

Around nine months ago, European department store chain El Corte Inglés started using a customer data platform to do more – and better – with its first-party data.

Oracle is subtracting social sharing widget AddThis from its marketing cloud. As of May 31, Oracle will permanently terminate all AddThis services globally, including in the US.

Smart TV manufacturers held NewFronts presentations where they bragged about their automatic content recognition (ACR) data, which the industry has been putting on a pedestal because it can add a level of consistency to TV measurement.

Is there a correlation between high attention scores, low emissions scores and business outcomes? To find out, Mars and Nestle-owned Nespresso are testing two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide.

Roku announced its new and improved fraud detection tech, Watermark 2.0, to try getting the rampant problem of CTV ad fraud under control.

A group of martech funds and individual angel investors backed lockr, an online identity management company with B2B and consumer-facing products, to the tune of $2.5 million.

Insurance marketing tech platform Kissterra helps auto insurance companies develop personalized marketing strategies and tailored messaging based on data such as zip code, age group, mobile carrier and car types.

The alternative ID landscape is incredibly fragmented. So how are publishers – especially long-tail publishers that tend to be strapped for tech resources – supposed to pick the ID solutions that work best for them?

Publicis Groupe-owned Epsilon has been in the CRM business for 30 years, but the agency only launched a self-service digital CDP for enterprise clients late last month.

The more the TV industry rallies around new video currencies, the more programmers and advertisers are zooming in on ACR as a must-have data set for measurement and targeting. But how does ACR work? And is it really privacy-safe?

The data clean room category can be split into walled garden giants – Google, Amazon and Meta – and independent operators, such as Habu, InfoSum and Optable. But that simple distinction misses an important player in the clean room market: Snowflake.

Can the digital ad industry’s signal-loss pain be Experian’s gain? Experian has two new identity-focused products that simplify its marketing offerings and aim to give digital marketers a more complete user ID graph.

Although inflation affects everyone, the degree to which it impacts people is “very personal,” says Courtney Hilbert, senior director of analytics at Merkle. Understanding which customers are most negatively impacted by inflation (as opposed to moderately impacted or merely annoyed) should inform a brand’s communication strategy. By the fall of 2021, the question of how […]

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.”

Google isn’t bluffing about quitting its third-party cookie habit. That’s because consumer concerns about data privacy and pressure from regulators around the globe have left Google with no choice but to discontinue third-party cookie usage in Chrome, said Dan Taylor, VP of global ads at Google, at AdExchanger Programmatic I/O conference in New York City on Monday.

“When you enter those [agency] doors, you are you coming into an office of all media professionals – media planning, media strategy, custom content makers, research – where everybody eats, sleeps and breathes media,” said Aaron Sobol, Unilever’s head of media investment and partnerships. On the brand side, however, the in-house media team is comparatively small and sits “inside of a relatively small marketing community, inside of a very, very large company.”

A new campaign from Bombay Sapphire, which launched on Wednesday with spokesperson and “Elvis” director Baz Luhrmann, combines influencer-led social media interactions with the goal of building a loyal customer base that’s (hopefully) willing to share personal information. Bombay Sapphire is looking to generate the kind of lift in brand awareness and affinity that can lead users to intentionally opt into future promotional efforts.

Brands and publishers can add one more first-party data item to their cookieless testing to-do list. Google built a clean-room-style add-on so brands and publishers with their own customer email lists can match against each other’s audiences. Dubbed Publisher Advertiser Identity Reconciliation, or PAIR, the solution is available Tuesday via Google DV360, its DSP. The […]

On Monday, Fandom snapped up GameSpot, Metacritic, TV Guide, GameFAQs, Giant Bomb, Cord Cutters News and Comic Vine from Red Ventures. The acquisition improves Fandom’s reach among fan communities, which will supplement its offering for marketers throughout their journey through the marketing funnel, said Fandom CEO Perkins Miller.