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»audiencescience

AT&T Advertising’s Talent Bench Takes Shape

Ever since AT&T hired GroupM honcho Brian Lesser last August to lead its new advertising and analytics business, he’s been on a hiring spree. And many of the recruits share one thing in common: They’ve earned their programmatic stripes in some capacity. Time will tell how the AT&T Advertising & Analytics division will develop should... Continue reading »
by Kelly Liyakasa // March 8th, 2018 //
»
Is It Even Worth Working With P&G? 9 Ad Tech CEOs Sound Off

Procter & Gamble has a reputation for putting its partners through the wringer – and sometimes out of business. Some ad tech CEOs are hopping mad about it. “The death of AudienceScience is on P&G’s doorstep,” said one ad tech chief exec. AudienceScience, P&G’s longtime buying platform, was forced to close its doors last week, less... Continue reading »
by Allison Schiff // June 8th, 2017 //
»
AudienceScience Shuts Its Doors Less Than A Month After P&G Client Loss

By Allison Schiff and Zach Rodgers Less than a month after Procter & Gamble pulled its business from the platform, AudienceScience has ceased operations and gone into receivership. CEO Bill Gossman confirmed to AdExchanger on Thursday that AudienceScience has suspended worldwide operations. The news was first reported by Business Insider. Gossman declined to comment further on... Continue reading »
by AdExchanger // June 1st, 2017 //
»
True Brand Safety Requires More Than Lip Service From Walled Gardens

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Greene, vice president of product strategy at AudienceScience. The current fervor surrounding brand safety has brought a great deal of finger pointing as the industry tries to assess the blame.... Continue reading »
by AdExchanger // May 31st, 2017 //
»
The Ecstasy And Agony Of AudienceScience’s P&G Partnership

When the largest advertiser in the world wants to take you to prom, but you’re not allowed to tell anyone – that was the situation facing AudienceScience. Although AudienceScience provided the technology backbone for Procter & Gamble’s internal trading desk, Hawkeye, for the past seven years, P&G explicitly acknowledged its alliance with the ad tech platform... Continue reading »
by Allison Schiff // May 12th, 2017 //
»
TV Advertisers Must Rethink The ‘Right Message, Right Person’ Approach

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Michael Greene, vice president of product strategy at AudienceScience. Despite delays and more than a bit of methodological controversy, Nielsen finally released its Total Content Ratings metric in February. The spirit of bringing GRP-style measurement... Continue reading »
by AdExchanger // May 8th, 2017 //
»
Stopping The Next Methbot Requires New Rules For Fighting Fraud

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Greene, vice president of product strategy at AudienceScience. The recent report from online ad fraud-detection vendor WhiteOps about the millions of dollars lost to the Methbot fraud operation was the... Continue reading »
by AdExchanger // January 25th, 2017 //
»
CEO Shift At AudienceScience As Company Aims For Global Growth

P&G’s programmatic buying platform AudienceScience has a new CEO. Company Chairman Bill Gossman will assume the role, effective immediately, and former head Mike Peralta will become chief strategy officer. AudienceScience also made two other executive hires: David De Simone, who will serve as COO, and Patrick Reilly, its VP of enterprise sales. “We’ve gotten to... Continue reading »
by Kelly Liyakasa // June 17th, 2016 //
»
A New Brand-Agency Model Emerges In The Age of Programmatic

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Mike Peralta, CEO at AudienceScience. While many like to believe that advertising is a mystical combination of art and science mastered by a few qualified geniuses, the truth is that... Continue reading »
by AdExchanger // December 18th, 2015 //
»
Is Facebook Forcing Publishers To Maintain an Outdated Strategy?

“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Mike Peralta, CEO at AudienceScience. Online publishers rely on Facebook and other social sharing channels to extend the distribution of their content. Social is essential for driving traffic, building exposure and incremental revenue. But... Continue reading »
by AdExchanger // July 24th, 2015 //
»
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