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»cross device

Drawbridge Exits Media Business In Europe Before GDPR Storms The Castle

The cross-device identity company Drawbridge abandoned its advertising business in the EU and is trying to reconcile its data business with GDPR regulations beginning in May. Drawbridge founder and CEO Kamakshi Sivaramakrishnan confirmed the company’s reversals in Europe in an email to AdExchanger. Drawbridge will transition its EU partner services to the company’s New York... Continue reading »
by James Hercher // March 7th, 2018 //
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The Trade Desk Snaps Up Adbrain As Ad Tech Pursues Cross-Device Roots

The Trade Desk on Wednesday made its first-ever acquisition when it bought the cross-device identity graph company Adbrain, adding a data set of cross-device IDs to its own demand-side platform. Terms of the deal were not disclosed. But the acquisition isn’t expected to materially impact The Trade Desk’s earning report and adds a 20-person team... Continue reading »
by James Hercher // October 26th, 2017 //
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Is Reliance On LiveRamp Scaring Ad Tech Vendors Out Of The Cross-Device Consortium?

Remember that consortium led by LiveRamp, MediaMath and AppNexus to develop a cookie-based identifier that could be used consistently across the open exchange? While live tests are still set for October, ad tech vendors are hesitant to buy in due to LiveRamp’s exclusive role as a cross-device option. MediaMath is already out, said John Slocum,... Continue reading »
by James Hercher // September 19th, 2017 //
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How Electronic Arts Activates Its Videogame Data

The share price of Electronic Arts has nearly doubled in the past two years, as it reshapes around data and connectivity. The video game company’s focus on driving player engagement has led to major changes for EA’s advertising team. That team has media buying and attribution responsibilities brands typically delegate to agencies or vendors, and... Continue reading »
by James Hercher // May 31st, 2017 //
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Consorting With The Frenemy: Ad Tech Players Partner For Shared Identity Matching

Seven independent ad tech companies debuted a programmatic consortium on Thursday that pools their supply- and demand-side cookie IDs into one shared identity asset. The consortium is helmed by AppNexus, MediaMath and LiveRamp, which provides the data matching. Other launch partners include Index Exchange, Rocket Fuel, LiveIntent and OpenX. And it’s a shot across the... Continue reading »
by James Hercher // May 4th, 2017 //
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Verizon Vs. AT&T: A Tale Of Two Telco Deals

To even the most casual observer, AT&T’s $85.4 billion bid for Time Warner appears to accelerate the multiyear land grab between telcos like Verizon and the media and ad tech hybrids like AOL. Although the deals have obvious similarities – both AT&T and Verizon are mobile carriers seeking to grow subscribers and diversify their infrastructure... Continue reading »
by Kelly Liyakasa // October 24th, 2016 //
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Mo’ Match Rates Mo’ Problems As Cross-Device Vendors Aim For Scale

Cross-device identity match rates have shot up in recent years, but brands and agencies remain skeptical of the results. “We were consistently disappointed with cross-device identity matches,” said David Kohl, CEO of the digital media advisory firm Morgan Digital Ventures. “There’s a gap in understanding of what’s possible between vendors and the buy side, [which... Continue reading »
by James Hercher // October 10th, 2016 //
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Google Rolls Out Cross-Device Targeting, In-Store Attribution And TV Measurement

Cross-device targeting and foot traffic attribution and TV, oh my! Google revealed three products Monday in a blog post. Here’s the low-down. Precise Cross-Device When Google earnestly made its cross-device play last year, it was for measurement and optimization only. No longer. Cross-device remarketing for Google Display Network and DoubleClick Bid Manager lets marketers actually... Continue reading »
by Ryan Joe // September 26th, 2016 //
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Google Mixes Browsing History With Account Information – Potentially A Cross-Device Play? 

Let the data mingling commence! Google is going to start storing Chrome and Google app browsing history alongside an individual’s Google account information, which catalogs what you watch on YouTube and what you search for. The internet giant previously siloed those two types of information, and now that they’re coming together that data could eventually... Continue reading »
by Ryan Joe // June 29th, 2016 //
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Location Meets Transaction Data In Cardlytics’ Cross-Device Measurement Push

Cardlytics, which helps advertisers like Starbucks activate audience data from bank partners like Bank of America, Citibank and PNC, is working with Drawbridge to assess how cross-device exposures affect online and in-store purchases. Drawbridge is the first cross-device platform to access Cardlytics Measurement, a tool that gauges metrics like average basket size and the view... Continue reading »
by Kelly Liyakasa // May 19th, 2016 //
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