Historically, there’s been no easy way to do all that at the account level in a DSP because a DSP’s main reason for being is to find the lowest-cost media and audiences possible for its advertisers.
Publishers are fed up with brand safety and verification vendors using crawlers to scrape their sites for contextual signals, then using those signals to sell contextual ad products.
Deal IDs are helping publishers package their audience data while providing advertisers the flexibility and transparency that they’ve desired for so long, writes Tony Mowad, VP of business development at Bombora.
In a saturated technology marketplace, it is becoming harder for vendors to differentiate themselves. A competitive environment means using all methods available to win over buyers. One time-tested way is via industry analysts, writes Marc Johnson, general manager and CMO at Bombora.
“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 Erik Matlick, CEO and founder of Bombora. Marketers around the world are struggling with two competing truths. First, audience data has never been more important for delivering successful campaigns. At […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Erik Matlick, CEO and co-founder, Bombora. Google’s decision to delay third-party cookie deprecation may feel like a life raft to many in the ad industry, but the longer timeline feels bittersweet to publishers. Endemic […]
Can companies use violations of the California Consumer Privacy Act (CCPA) to nail a rival for noncompetitive behavior? We’re gonna find out. B2B intent data company Bombora said Wednesday it is suing its former partner ZoomInfo for gaining an unfair data advantage through, it claims, repeated abuses of the CCPA. Although CCPA enforcement doesn’t begin […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Mark Dye, chief strategy officer at Bombora. Digital publishers have long been challenged to hold onto their fair share of the market. But publishers may never have felt more squeezed than they do now, as […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Erik Matlick, founder and CEO at Bombora. The data cooperative has emerged as a strategic weapon for publishers in the battle for online ad dollars against the Facebook and Google duopoly. In data co-ops, […]
“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 Greg Herbst, vice president of programmatic data solutions at Bombora. Despite the growth of data-driven marketing, it’s actually becoming more challenging and costly for advertisers to identify, track and accurately […]
