Measurement

Nielsen’s acquisition in March of data-management platform and exchange eXelate is already proving its value, the measurement company said during its Q2 earnings call Tuesday. EXelate is part of Nielsen’s marketing effectiveness suite and has been instrumental in securing client buy-in of marketing analytics. Recent wins include Walmart and major consumer packaged-goods companies, said Nielsen CEO Mitch Barns. “An increasingly programmatic […]

What leads users to install an app is important, but what happens after the install is critical. That’s one of the main reasons behind attribution company TUNE’s purchase of real-time analytics and messaging startup Artisan Mobile, announced Thursday. Terms of the deal were not disclosed. Rumors about the buyout were first circulated by VentureBeat on July […]

In-app fraud is turning into another expensive headache for advertisers. According to research released Thursday by fraud detection firm Forensiq, programmatic in-app ad fraud was responsible for roughly $776 million worth of wasted budget in 2014, a number Forensiq projects will crack the $1 billion mark this year. That might seem like a relative drop […]

AOL is giving its multitouch attribution system, Convertro, a little extra juice by adding contextual data that measures the impact of ZIP code-level weather data within marketing mix models. Other forthcoming additions to Convertro will include conditions around the local and national economy and gas prices. Convertro claimed, even before it was acquired, that it […]

Viewability vendors mostly speak the same language – but they don’t always provide brands and publishers with the same results. It’s a major pain point and one that the Media Rating Council (MRC) has been attempting to tackle in a three-part series of reconciliation tests, which began back in 2013, to understand why there are […]

Some bots are good, but most bots are not – and Distil Networks, which announced $21 million in Series B on Tuesday, has its eye on the latter. The round, led by Bessemer Venture Partners, with pinch hitting from Foundry, TechStars, ff Venture Capital, Idea Fund and Correlation Ventures, brings Distil’s total funding to $38 million. […]

As video views shift from desktop and linear to mobile and over-the-top – Hulu, for instance, just revealed more than 58% of streams now happen on OTT devices – programmers like ESPN are using data to track total audience viewing and satiate advertiser demands. ESPN hired its first global data officer last week, The Weather Company’s […]

When Alison Lewis joined Johnson & Johnson as its first-ever consumer marketing chief in 2013, the purveyor of popular baby-care products like No More Tears and the ubiquitous Band-Aid, was at a crossroads as a company. “We had really great marketers and agency partners, but we realized we needed a unified approach to brand-building for […]

Nielsen has a new program designed to give advertisers and agencies a clearer lens into the digital audience activation process, the company announced Wednesday at its Consumer 360 conference in Washington, DC. The inaugural set of “Preferred Platform Partners” includes BrightRoll, DoubleClick, FreeWheel, Moat, RocketFuel, TubeMogul, Tremor Video, Viant and Videology. Other ad tech platforms […]

Alibaba’s sale of its US shopping site 11 Main on Tuesday may have looked like it was waving the white flag in surrender to Amazon and eBay, but CEO Daniel Zhang reaffirmed the Chinese commerce giant’s pursuit of cross-border commerce in his first onstage appearance in the United States. “Yes, we are strong in ecommerce, […]