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»cross-channel advertising

Nielsen is developing an identity resolution solution to help advertisers measure audiences across platforms after third-party cookies and other mainstay identifiers go ta-ta.
Nielsen Has An ID Resolution Solution On The Docket For Early 2021

Nielsen is developing an identity resolution solution to help advertisers measure audiences across platforms after third-party cookies and other mainstay identifiers go ta-ta. “We've been working aggressively on our cross-platform journey for the last couple of years,” said Mainak Mazumdar, Nielsen’s chief data officer. “But we accelerated this when we started to see what was... Continue reading »
by Allison Schiff // November 19th, 2020 //
»
Data Startup Habu, Created By Former Krux Execs, Isn’t A DMP Or A CDP – So, What Is It?

Four former Krux and Salesforce executives launched a marketing data startup called Habu this week to help with omnichannel orchestration – just don’t call it a customer data platform. Habu, which means “hub” in Japanese, is positioning itself as a modular operating system for marketing data. Put another way, data management platforms failed to fulfill their... Continue reading »
by Allison Schiff // February 14th, 2020 //
»
Jaguar Land Rover Revs Up Its Second Screen Advertising Effort

Luxury auto intenders are multitaskers. It’s a behavior that comes in handy for the marketers at Jaguar Land Rover when it comes to maximizing its TV budget. “We still have a big investment in TV, so we’re always looking for ways to extend the reach of that investment in a smart way,” said Kim Kyaw, Jaguar... Continue reading »
by Allison Schiff // October 14th, 2015 //
»
Why The Agnostic Ad Tech Industry Needs Partisan Allies In DC

Online political spending – while still trailing far behind the budgets assigned to TV – is poised to match or exceed even the world’s largest brand advertisers. But with no established agency or ad tech model in place, agnostic tech providers are looking to blaze new trails in the hypercompetitive DC market. Rubicon Project and... Continue reading »
by James Hercher // September 23rd, 2015 //
»
Yahoo Japan Has No Interest In Being A Walled Garden

The number one thing you should know about Yahoo Japan’s DMP: It’s not a walled garden. “Our data strategy is open, that’s the key word here,” said Toru Takata, SVP and chief product officer for marketing solutions at Yahoo Japan. “Our policy is about being completely open about our data.” Yahoo Japan, founded in 1996... Continue reading »
by Allison Schiff // September 11th, 2015 //
»
For Facebook, Measuring Across Devices And Apps Is A Huge Focus

Facebook is increasingly focused on connecting audiences across screens and channels, and helping clients measure those results. Graham Mudd, the company's director of advertising measurement for North America, described aspects of the company's approach to AdExchanger at the IAB’s Mobile Marketplace conference. “We believe the future of marketing is being able to find specific consumers... Continue reading »
by Judith Aquino // April 8th, 2014 //
»
Medialets Unveils MRC Accredited Buy-Side Mobile Measurement Tool

The advertising industry has been wrestling with what exactly constitutes ad viewability. Trade organizations like the the Media Rating Council (MRC), among others, are working to develop and refine guidelines on this issue. The MRC in particular has approved several viewability measurement solutions. Only a handful of vendors have been approved so far, such as... Continue reading »
by Judith Aquino // February 7th, 2014 //
»
Motility Ads Connects App Developers To The Television Screen

Mobile app developers rarely use traditional paid media to advertise their products. That might change, according to the mobile advertising firm Motility Ads, which is helping app publishers like King.com, Wooga and SGN create TV commercials to promote their games and drive downloads. AdExchanger spoke with VP of business development Josh Rinsky about the company’s... Continue reading »
by Judith Aquino // January 31st, 2014 //
»
Why Marketers Struggle To Link Online And Offline Customer Data

Although advances in universal logins and the growing sophistication of marketing stacks give marketers a more complete picture of their customers, several challenges still prevent advertisers from sending consistent cross-channel messages. The largest issues revolve around questions about the match rate of data points and data accuracy, said Alex Andreyev, director of omnichannel marketing at Neo@Ogilvy.... Continue reading »
by Judith Aquino // December 20th, 2013 //
»
Multi-Device Survey: 90% Use 3 Or More Gadgets To Complete A Task

As more people use multiple devices like a smartphone and tablet to carry out their activities, businesses need to adapt to new methods of engagement consumers increasingly expect, according to a new study from Forrester Research. Based on a survey of approximately 61,000 adults, 90% of the respondents who own multiple connected devices said they... Continue reading »
by Judith Aquino // September 24th, 2013 //
»
 

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