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»cross-device ad targeting

A Peek Into How Telenor Is Tapping Into Its Tapad Acquisition

When Norwegian telco Telenor acquired cross-device vendor Tapad in February 2016, it seemed comparable to Verizon buying AOL. One year later however, Telenor is using Tapad's tech to drive sales and customer acquisition for its own products, rather than making its data available on the open exchange. Tapad also continues to operate as a standalone... Continue reading »
by Allison Schiff // March 20th, 2017 //
»
Time Inc. To Acquire Adelphic And Build A ‘People-Based DSP’

Is Time Inc. trying to take on Google and Facebook? The publisher announced Monday that it’s acquiring cross-device and mobile ad platform Adelphic to build what it's calling a "people-based DSP." Time Inc. has certainly been on a tech tear. The Adelphic deal, slated to close during Q1, comes just shy of a year after Time... Continue reading »
by Allison Schiff // January 23rd, 2017 //
»
How Merkle Is Navigating The Cross-Device Arms Race

Performance marketing agency Merkle is one of the first agencies to use Google’s cross-device measurement platform, as well as an early strategic partner with Facebook’s Atlas cross-device product. As such, it has unique insights into what company CSO John Lee refers to as Facebook’s and Google’s “distinct pros and cons,” with the caveat that it’s... Continue reading »
by James Hercher // July 30th, 2015 //
»
Mobile Measurement Has Been A Challenge Since ‘Day One’

The year of mobile, the decade of mobile, the year of data – none of the monikers matter if the right measurement isn’t in place. “Clients are still looking for ROI and to connect the dots,” said Jeff Hinz, managing partner and US digital director at Mediacom, speaking at the Mobile Media Summit on Monday during... Continue reading »
by Allison Schiff // May 19th, 2015 //
»
Twitter Acquires Retailer-Focused Ad Platform TellApart, Stock Tumbles After Q1 Stumble

Twitter is taking cross-device retargeting under its wing with the acquisition of digital ad platform TellApart. “Direct response advertising has been a major growth engine for our ads business over the last several quarters. … TellApart will accelerate that trajectory further,” said Kevin Weill, Twitter’s SVP of product, in a blog post Tuesday. According to... Continue reading »
by Allison Schiff // April 28th, 2015 //
»
2015 Edition: A Marketer’s Guide To Cross-Device Identity

As the cookie weakens, brands and agencies are looking for an alternative. Cross-device seems to be the answer – but questions remain. AdExchanger examines the state-of-play around cross-device IDs. Consumers are media multitaskers – and cookies are not. As users migrate to mobile at record speeds – according to comScore, apps already account for more than 50%... Continue reading »
by Allison Schiff // April 9th, 2015 //
»
Ad Retargeter AdRoll’s Got Mobile On The Brain

Retargeting and mobile. They’re not exactly peanut butter and jelly just yet, but AdRoll has plans. For the last 18 months, AdRoll, which began in 2008 focused exclusively on desktop retargeting, has been working to make its tech more relevant to advertisers looking for cross-screen opportunities. Case in point: the mobile app developer community. “[They’re] interested... Continue reading »
by Allison Schiff // March 27th, 2015 //
»
DataXu Bakes In Cross-Device Tracking And Targeting

Boston-based DataXu is getting into the cross-device game with a management, targeting and measurement capability of its own. The demand-side platform's cross-device tool, dubbed OneView, exits beta next month. DataXu’s take on cross-device simplification hinges on compliance management. The tool offers check-box controls for marketers to tailor which data sources are used for targeting and... Continue reading »
by Liz Rowley // March 12th, 2015 //
»
Q3: Criteo Celebrates First IPO Birthday With Record Revenue, Client Growth

It’s been one year since Criteo went public and the overall growth experienced by the company last quarter is holding steady. The French retargeting firm announced a 71.9% year-over-year uptick in revenue in Q3 2014 to roughly $243 million. (Full earnings release.) Part of that sustained growth is thanks to Criteo’s expanding client base, which... Continue reading »
by Allison Schiff // November 4th, 2014 //
»
DMP Lotame Crosses Cross-Device Off Its Road Map With A New Tool

Cross-device is hot (hey there, Atlas), and now data-management platform Lotame has tossed its hat into the ring with a feature built from AdMobius’ technology, a company Lotame acquired earlier this year. The feature, announced Wednesday, uses a combination of deterministic and probabilistic algorithms to create device matches and cross-screen audience segments within Lotame’s DMP.... Continue reading »
by Allison Schiff // October 15th, 2014 //
»
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