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»behavioral targeting

NBCUniversal Built A First-Party Data Platform Stocked With 150 Million IDs

NBCUniversal built a first-party identity platform that includes 50 million households and 150 million individual consumers to bolster its cross-platform targeting. The platform, dubbed NBCUnified, is the backbone of NBC’s One Platform proprietary technology stack that spans the media campaign lifeline, from planning to measurement. Launched at CES Wednesday, the NBCUnified identity spine will officially… Continue reading »
by Alyssa Boyle // January 5th, 2022 //
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Jay Friedman headshot
Independent Ad Tech’s 2020 ‘Gap Year’ Will Help It Long Term

“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 Jay Friedman, president and partner at Goodway Group. Some kids go straight from high school to Harvard. Others take a gap year ­to “find themselves,” tinker in their friend’s garage or simply… Continue reading »
by AdExchanger // December 10th, 2019 //
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The FTC’s Review Of COPPA Could Transform How Kids Content Is Monetized Online

Does behavioral advertising actually bring in significantly more revenue for publishers than contextual advertising? That question, hotly debated by privacy advocates, academics, publishers and advertisers, was a central theme at the Federal Trade Commission’s day-long workshop about the Children’s Online Privacy Protection Act held Monday in Washington, DC. The workshop explored whether it’s time to… Continue reading »
by Allison Schiff // October 8th, 2019 //
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Alessandro De Zanche headshot
Behavioral Targeting Existed Before RTB – And It Should Exist Without It

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, an audience and data strategy consultant. The digital advertising industry needs, more than ever, privacy advocates and activists – some strong, external pressure and entities holding it to account. New evidence… Continue reading »
by AdExchanger // March 8th, 2019 //
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How The Shpock Shopping App Weaned Itself From Demographic Data

When Shpock, a European shopping app, started using search behavior to inform its ad targeting this year rather than just relying on demo data, it began to realize what its users were actually interested in. “For many years, demographic targeting was one of the main options used by brands and agencies alike,” said Jon Hatfield,… Continue reading »
by Allison Schiff // October 22nd, 2018 //
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Taptica Taps Into Mobile User Behavior With New Analytics Tool

There’s more to mobile than just meeting a KPI. That’s the idea behind a new self-serve analytics tool launched Thursday by mobile user acquisition platform Taptica that aims to help advertisers dig a little deeper into what their mobile users are up to. “Last year was all about KPI – our advertisers were focused on defining… Continue reading »
by Allison Schiff // February 5th, 2015 //
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Spotify Exec Explains Why The Company Hasn’t Jumped Into RTB (Yet)

Spotify, the ad-supported music streaming service, has barely scratched the surface of its advertising capabilities, but the 7-year-old company is treading carefully. The streaming service is up to more than 24 million active users, a quarter of whom are premium subscribers, and earned $577 million in total revenue last year. Part of the Stockholm-based company’s… Continue reading »
by Judith Aquino // September 23rd, 2013 //
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What Is The True Value of Big Data In Advertising?

“The Sell-Sider” is a column written by the sell-side of the digital media community. Today’s column is written by Jim Spanfeller, CEO, Spanfeller Media Group, a new age media company. Today’s media buyers and sellers are playing on a whole new field, where preying on consumer behavior is the norm and big data is the apparent… Continue reading »
by AdExchanger // September 17th, 2012 //
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Is BT Just A Sales Tool?

Andy Atherton is COO of Brand.net, an online advertising network. A senior agency executive who manages the digital account for an Ad Age 50 CPG manufacturer recently delivered the best line I have heard in a long time.  We were talking about Behavioral Targeting (BT) and he said, “In my experience BT is a much… Continue reading »
by Ad Traders // December 14th, 2009 //
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Struq Customizing Ads In Real-Time According To User Behaviors Says CEO Barnett

Sam Barnett is CEO of Struq, an online advertising technology company. AdExchanger.com: Would you say that the secret sauce in Struq‘s technology sn the matching of ads according to a behavioral profile? How is this different than other solutions which retarget and match users with specific creative? Display ads have a poor click-through rate and… Continue reading »
by AdExchanger // October 29th, 2009 //
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