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»cross-channel

The Cross-Channel Measurement Headache Continues To Pound

There’s still no magic pill that ties advertising to outcomes. Take Lyft, which can connect metrics to spend in display and search, but has trouble measuring across channels. But because it has difficulty uniting data around brand marketing, referral programs or brand ambassador outreach, its marketing strategy is largely built around user acquisition (UA), said... Continue reading »
by Allison Schiff // July 23rd, 2018 //
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As The Measurement Space Shifts Underfoot, What Can Nielsen Do To Keep Its Spot?

The independent measurement space was once Nielsen’s to lose – and now it’s taking pains to make sure that doesn’t happen. Nielsen is in a delicate position. Although its long-established panel-based business is primarily what pays the bills, TV ratings aren’t the future. The company’s success depends on moving away from classic TV ratings, while... Continue reading »
by Allison Schiff // January 9th, 2018 //
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CMO Peter Horst Describes Hershey's Digital Marketing Path, From Bittersweet To Smooth

Peter Horst will speak at AdExchanger's Omni.Digital conference in Chicago on September 8. After decades of focus on TV and print advertising, Hershey’s is “in the early stages of a long, judicious process of building out a data operation and translating our brands to a digital mindset,” according to CMO Peter Horst. AdExchanger spoke with Horst about... Continue reading »
by James Hercher // August 22nd, 2016 //
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Is 2016 The Year Marketers Embrace Data Sharing?

OwnerIQ’s unique second-party data-sharing model, where it acts as media buyer and data broker between retailers and manufacturing brands, is showing signs of breaking through the initial skepticism which accompanied second-party marketing. The Boston-based company’s $40 million revenue from 2006 to late 2014 pales compared to its $60 million spike in 2015. Second-party data involves... Continue reading »
by James Hercher // March 9th, 2016 //
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Why Brick-And-Mortar Stores Are The Next Big Attribution Hurdle

Call it the holistic grail: the ability to connect advertising, ecommerce activity and in-store buying with a single measurement. No one’s filled that gap yet, but a bunch of companies are taking incremental steps. Earlier this month the location analytics shop Placed added a product for attributing in-store lift to its suite. Then last week... Continue reading »
by James Hercher // March 1st, 2016 //
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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 //
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Experian ‘Turns Up The Volume’ On Its Cross-Channel Capabilities With New Partners

Experian Marketing Services has paid media on the mind. The data and analytics provider announced Thursday that it’s beefing up its media partner networks with a series of hookups designed to diminish its dependence on third-party cookies. Mobile-centric companies like 4INFO, Millennial Media and NinthDecimal have all been added to Experian’s list of partners, and... Continue reading »
by Allison Schiff // July 30th, 2015 //
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Cross Channel And Multichannel: Fraternal, Not Identical, Twins

"Marketer's Note" is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Joanna O'Connell, Lead Analyst, AdExchanger Research.  I was in a meeting with an ad tech company recently, listening to its executives pitch the company’s “multichannel” capabilities. Fair enough, I thought, their platform can execute buys... Continue reading »
by Joanna O'Connell // June 5th, 2015 //
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Conversant’s Q1: Drawing Strength From Cross-Device Deployments

If the message in ad tech company Conversant’s year-end quarterly was one of renewal following a rough 2013, its Q1 was about stability and sustainability as the company beat the guidance it provided in its Q4 2013 call. This was largely due to improvements in the company’s display business as well as its work in... Continue reading »
by Ryan Joe // May 6th, 2014 //
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Sizmek To Roll Out AdTruth-Powered Feature

Connecting consumers across devices is on every advertiser's mind these days, and vendors are ramping up to accommodate. Add Sizmek to that list. The ad tech company plans to release during the second week of May Device Intelligence, an analytics feature designed to enable targeting and measurement of mobile ads. The analytics component is made... Continue reading »
by Ryan Joe // April 4th, 2014 //
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