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»contextual

GumGum Surfs The Contextual Wave; Kraft-Heinz To Increase Budgets, Cut Agencies

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Stick To It GumGum began life as an image-recognition startup that served contextual ads alongside relevant images. The company muddled along during a period when contextual was not exactly in vogue, but now appears well positioned to seize on headwinds faced by user-level addressability.... Continue reading »
by AdExchanger // February 14th, 2020 //
»
State Privacy Laws Ignite The Contextual Targeting Opportunity

"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 Tony Chen, CEO at Channel Factory. As the EU’s General Data Privacy Regulation (GDPR) loomed last year, many industry leaders asked if limitations on consumer data would disrupt ad targeting. Major... Continue reading »
by AdExchanger // November 12th, 2019 //
»
Comic: Dusting Off A Classic

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem...
by AdExchanger // August 9th, 2019 //
»
Marketers Must Step Back From Personalization And Automation

“We’re privacy-centric,” said every marketer ever. But what was once a reflexive statement must now be backed by substance. Despite excitement about harnessing data to send the right message to the right person at the right etc., marketers must now wrestle with whether they should simply because they can. One of the major themes at... Continue reading »
by Ryan Joe // January 28th, 2019 //
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Boutique Wine Brand Josh Cellars Raises A Glass To Digital Video

Wine brand Josh Cellars doesn’t have a taste for traditional media. “We made a choice to stay away from broadcast TV and cable, at least for now,” said Renato Reyes, CMO of Josh Cellars’ parent company, Deutsch Family Wine and Spirits, whose portfolio also includes more household names. Deutsch is the US distributor of Yellow... Continue reading »
by Allison Schiff // December 12th, 2017 //
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Innovid Acquires Contextual Data Specialist Taykey

The interactive video ad server Innovid has acquired Taykey, a company that uses machine learning to extract contextual information about video, text and images to help inform ad buys. Terms of the deal, announced Thursday, were not disclosed. Innovid, which has 220 employees, will take on half – or about 20 members – of Taykey’s... Continue reading »
by Kelly Liyakasa // November 30th, 2017 //
»
comScore Acquires Pre-Bid Analytics Provider Proximic

Analytics giant comScore is looking to bolster the bid.  The company announced Tuesday that it has acquired Proximic, a company whose pre-bid solution comScore plans to use to support its validated Campaign Essentials and Media Metrix products. Terms of the deal were not disclosed. Proximic’s technology is centered on real-time contextual, rather than semantic, analysis at... Continue reading »
by Allison Schiff // May 5th, 2015 //
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Examiner.com Shifts Away From Local In Favor 'Topics'

Like a lot of content aggregators, Examiner.com saw its traffic rise to new heights by focusing on search results, then saw the multitudes evaporate when Google changed its algorithm two years ago. Since then, the company has been trying to shift away from the hyperlocal model it had when it launched in 2008, and develop... Continue reading »
by David Kaplan // April 1st, 2013 //
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With Pharma's Ability To Target Limited, Precision Health Prescribes Regimen Of Context And Geography

Precision Health Media is one of a large number of ad tech companies that began life as a vertical ad network and have been trying to evolve into a broader "platform." The New York-based company still has many of the attributes of an ad network -- it was initially known as Good Health Media when... Continue reading »
by David Kaplan // October 17th, 2012 //
»
DG Buys Semantic Technology Company Peer39 For $15.5 Million

Ad Age's Jason Del Rey covers the acquisition of semantic technology provider Peer39 today for $15.5 million by DG. Read it. And, read the DG release. According to Crunchbase, Peer39 had raised $27.4 million to-date. Ouch. In that a part of the acquisition is a stock-based earn-out, Peer39 could get some of that original investment... Continue reading »
by AdExchanger // April 23rd, 2012 //
»
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