The Federal Trade Commission (FTC) wants to know what marketers are doing with segmentation profiles like “urban scrambler” and “ethnic second city struggler.” The potential for advertising segmentation to exacerbate inequality was a central topic at Monday’s FTC workshop, “Big Data: A Tool for Inclusion or Exclusion?” The Washington, D.C., event included representatives from advocacy groups […]
Data juggernaut Alliance Data Systems (ADS) might keep a relatively low profile, but the multibillion-dollar company has its fingers in quite a few data pies. What it needs now is to connect the dots. And as ADS’ recently announced $2.3 billion acquisition of ad tech company Conversant (née ValueClick/Dotomi) for subsidiary Epsilon denotes, that’s exactly […]
Considering Apple’s user-centric ethos, there’s a slim chance the watch’s tiny screen will ever be host to advertising in the traditional sense. It’s a move that would be “antithetical to the whole way that Apple works,” said Mark Yackanich, CEO of ad company Genesis Media. “The question to ask ourselves is not a media-specific question, […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research. I am thrilled to announce that AdExchanger Research’s report, “Define PII Today to Prepare for the Privacy Demands of the Future,” is available for purchase on our site, as of Wednesday. […]
“The Sell Sider” is a column written by the sell side of the digital media community. Receive The Sell Sider in your inbox twice a week by signing up for the email here, and selecting The Publisher Newsletter. Today’s column is written by Alex Linde, senior vice president of monetization at The Weather Company. Mobile can sometimes […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. Media = Infrastructure In a think piece on Amazon’s Twitch acquisition, NYT media columnist David Carr writes, “Gaming is a bandwidth hog, and Twitch is able to host multiplayer games, large events and commentary because the company invested in at least 15 data centers jammed […]
While music streaming giant Spotify has the capabilities and the insights to offer marketers granular audience segmenting and hyperlocal targeting, its focus on user experience supersedes the development of advertising products, said Gary Liu, head of Spotify Labs. The user experience is “definitely a primary focus if not the primary focus for our ad platform […]
Programmatic ad network Rocket Fuel will acquire [x+1], an older ad tech company with a dual demand-side platform (DSP) and data-management platform (DMP) offering. The estimated value of the deal is $230 million. The acquisition brings Rocket Fuel a strong direct-to-advertiser capability – an area where it is seen as lacking and where [x+1] has strength through client relationships with […]
Cookies are notoriously useless on mobile, but they’re the bread and butter of the Internet. If you go to diapers.com and then hit up Buy Buy Baby’s site, it’s likely you have a new baby in the house. If you use your phone in an airport in Miami and then check in to a restaurant […]
AT&T AdWorks, the advanced ads division of the telecom company, is baking two new data sources into its TV audience-targeting tool, TV Blueprint. One source – anonymous, aggregate data on some 70 million subscribers – gives advertisers working with AT&T the ability to reach people based on factors like device, operating system, whether or not […]
This is the third in a series on companies advancing programmatic buying in Russia. Read our recent Q&As with Yandex and ADFOX. As programmatic buying starts to take off in certain countries, finding and analyzing audience data can be a major challenge to getting it off the ground. In Russia, at least one company has been tackling this […]
Want to see a marketer rip out her hair? Ask her to begin identifying consumers across devices. It’s not an easy thing to do, but vendors have been building tools to help. When Experian Marketing Services acquired 41st Parameter last October, it also got the latter’s subsidiary, AdTruth. AdTruth’s core product is the AdTruth ID, […]
Danish ad tech provider Adform has released a first-generation data-management platform (DMP) through which its clients can monetize their data and increase yield. “There are a lot of publishers out there that want to monetize their data,” said Adform CMO Martin Stockfleth Larsen. “They’ve sold out inventorywise, but the one area that hasn’t sold out is […]
The Digital Advertising Alliance (DAA) has released two consumer-targeted apps designed to help people manage their ad preferences in mobile. One gives users the power to set preferences for ads in apps and the other does the same for mobile browsers. The apps (scroll for screen shots) were previewed by the DAA at its annual […]
[X+1] has added a new component to its data-management platform (DMP) called Origin KeyChain to expand its offline targeting capabilities. “Prior to KeyChain, we could do offline targeting for our customers, but only for their customer IDs and not for prospects,” said CEO John Nardone. Here’s how it works. Generally speaking, DMPs gather user information […]
When Xaxis released its proprietary data-management platform (DMP) last week, competitors backhanded the WPP-owned tech shop with compliments. On the one hand, $25 million is an impressive figure for a company to invest in technological innovation. On the other hand, what good is this technology if clients are scared off by Xaxis’ opaque business model? […]
Yet another data-management platform (DMP) has hit the market, at least for clients of Xaxis, WPP’s trading desk. The DMP, called Turbine, is the fruits of a $25 million investment. “The strategy we designed with Xaxis was to develop the pieces of the ad tech stack that gave the most competitive advantage to our clients,” […]
Tag management technology company BrightTag changed its name to Signal on Tuesday and rolled out an “Open Data Platform” for marketers to link disparate data collection sources such as CRM, email, DSPs and DMPs. This comes on the heels of a small acquisition the company made just days ago of Signal, an email and SMS marketing […]
Since demand-side platform (DSP) SiteScout’s $40 million acquisition by Centro in last November, the company has evolved its business model from a pure self-serve platform to managed services. Shawn Riegsecker, Centro’s CEO, hinted at the time of acquisition the company might acquire a data-management platform to extend its biddable media offerings. Matt Sauls, cofounder and […]
Mobile attribution remains a critical challenge for advertisers. Through a partnership with Verizon (which has struck similar deals with BlueKai, BrightRoll and Turn) the demand-side platform (DSP) provider Run is tackling the challenge of deterministic measurement and mobile attribution via its solution Device Connect. AdExchanger spoke with CEO Seth Hittman and product manager Kim Glaser. […]
A few weeks ago, Experian Marketing Services formally merged its Consumer Insights division with its Targeting division. The former, built from Simmons Market Research (providing brand and media outlet profiles) and Hitwise (providing competitive online analytics), is the intelligence arm; the latter is the execution arm. “Imagine seeing not just where ESPN.com traffic comes from […]
Questions lingered after the Federal Trade Commission (FTC) presented to the data marketing space a 100-plus-page push for greater transparency Tuesday. The FTC’s manifesto, “Data Brokers: A Call for Transparency and Accountability,” sparked debate about what a data broker is and the potential pitfalls for a proposed centralized portal through which consumers can control the […]
FreakOut, a Japanese demand-side platform (DSP), received the green light to issue an IPO on the Tokyo Stock Exchange’s Mothers Index on June 24. The estimated initial offering price is $19 per share, or about $120 million. AdExchanger spoke with Yugo Asato, CEO and co-founder of the mobile DSP Dobleas (a FreakOut spin-off in 2012), […]
The Federal Trade Commission (FTC) welcomed direct marketers and data companies back from the holiday weekend with a 100-plus page report (called “Data Brokers: A Call for Transparency and Accountability”) and a recommendation that Congress enact legislation to ensure industry transparency and customer control over how their data is used. The report singled out nine […]
AdChina, an advertising technology company for both the supply and demand side in China, is expanding its mobile side of the business to incorporate a mobile data management platform (DMP), in addition to the mobile ad network and mobile DSP that the company offers. “Most of our competitors are either PC-only and trying to expand […]
Foursquare founder Dennis Crowley wants users to know that the company has moved away from the check-in, its former flagship service. The location-based platform’s future now lies in technology that enables users to do personalized local searches and find their friends on any device. “Our goal is to reinvent local search and local discovery,” said […]
Location-based ad network Thinknear (a division of Telenav) on Monday unveiled its Location Score to help advertisers gauge the accuracy of location data. The Location Score is a 100-point scale (100 being most accurate) that helps marketers understand the quality of location data used in their campaigns. The technology uses Thinknear’s platform to quantify the […]
Demand for location-based ad inventory is rising and PubMatic, the supply-side platform (SSP) provider, is one of the latest companies to boost its location-enabled inventory. PubMatic teamed up with location-based ad network xAd to create a programmatic marketplace of location-verified inventory, the companies said Friday. “Location is critical from a mobile standpoint,” said Bob Walczak, […]
After AOL’s and Google’s respective acquisitions of Convertro and Adometry, the space held by independent marketing attribution vendors immediately shrank. Remaining companies include Visual IQ, C3 Metrics, DataSong, DC Storm, and Encore Metrics. But what is the future of these attribution pure-plays as enterprise stacks invest in cross-channel technologies? “I see a complete collision course with […]
Two years ago, Yahoo became the first big Internet company honor Do Not Track (DNT) signals, and on Wednesday it became the first to publicly abandon the troubled opt-out standard. The company told the world via a Tumblr post on the Yahoo Public Privacy blog that it would henceforth ignore DNT requests, saying “we have yet to see a […]
AppLovin is growing at a blistering pace, but Wall Street investors remain cautious about the business.
High-end ad blockers mimic some of the same behavior as bot traffic. So WiseGuyGaming repurposed the tools it was already using to identify bots to reveal its ad-blocking audience as well.
Criteo has weathered considerable storms in its day, including a painful moment in March 2020 when its market cap bottomed out below $500 million. Can it pull off yet another turnaround?
Disaffection and outright anger toward US sports institutions run deeper than logo-cluttered fields. Leagues and teams are sacrificing player safety and fan enjoyment for marketing dollars.
People Inc.’s referral traffic from Google search is down 70% over the past two years, and by 26% in Q3 alone. But its digital revenue is still growing, albeit slowly.
On Tuesday, Chord, a six-year-old commerce tech startup, acquired Zenlytic, an AI startup with an anthropomorphized data analyst agent named “Zoë,” for $5 million.
