Adobe rolled out the Adobe Marketing Cloud Device Co-op – a cross-device system built around Adobe Analytics and the Audience Manager data management platform – at the Adobe Summit in Las Vegas on Tuesday. AdExchanger first reported on Adobe’s attempt to create the data co-op last July. Adobe hopes to patch a big hole in […]
Intent-targeting platform Qualia has merged with early cross-device shop BlueCava, AdExchanger has learned. The move will marry cross-screen data with purchase signals, which the two companies say will strengthen their collective offering. BlueCava’s technology – and 40 employees – will fold into the larger Qualia brand. BlueCava chairman and CEO Phil Myers will move into […]
For several months, IPG Mediabrands’ ad tech unit Cadreon has been testing Google’s cross-device measurement system, baked into DoubleClick advertiser products as of June. Krish Sailam, senior product manager of mobile for Cadreon, said the trading desk has run a few beta tests with advertisers, and noted conversion uplift has consistently reached the double digits. Cadreon […]
Programmatic email platform LiveIntent has acquired Mojn, a Copenhagen-based data onboarding company, following LiveIntent’s recent acquisition of the European recommendation engine AVARI. Terms were undisclosed. All 12 of Mojn’s employees, a majority of whom are data scientists, will join LiveIntent, said Matt Keiser, LiveIntent’s founder and CEO. The acquisition will support LiveIntent’s international expansion, an […]
Rocket Fuel is speeding up the rollout of its device graph. Starting in Q1, the programmatic platform company will make cross-device targeting the default mode for marketer and agency clients of its self-serve DSP. Those customers include Microsoft, which does its own US digital ad buying in-house. Microsoft’s top B2B marketing exec in the US, […]
If policymakers, academics, privacy researchers and technologists have trouble making sense of the cross-device landscape, what chance does the average consumer have? Even the tech-savvy crowd that gathered in Washington, DC, for the cross-device workshop hosted by the Federal Trade Commission on Monday admitted they don’t always have their finger on the pulse, try as […]
Criteo is prepping a Universal Match product as a serious contender in the cross-device arms race. The company is pooling anonymized data from two-thirds of its 9,300 brand customers in its consumer database. Every brand that participates provides CRM data (not unlike Google’s Customer Match) that would enable them to target specific users cross-platform through […]
Want to track across devices? Then you’re going to have to enter the walled gardens of Google and Facebook. But the open ecosystem is working hard – and working together – to catch up. It’s in this spirit that MarketShare launched Monday a “Consortium for Cross-Device Measurement,” which for now includes Drawbridge, Crosswise, Tapad and […]
Google said Monday it will let marketers use their first-party CRM data to target specific users based on hashed email addresses. The product is called Customer Match. While Facebook and Twitter both enable CRM matching, that Google now allows it constitutes “a seminal shift for first-party, addressable targeting,” said Merkle’s EVP of digital strategy, Matt […]
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 […]
