Affinity Answers, founded under the name Colligent in 2005, has spent a decade building a new metric for brand success. The data measurement company processes the social information of more than 400 million users per day to identify mutual affinities between brands and publishers that help them uncover, target and monetize untapped audiences. The company […]
MediaMath on Wednesday announced a new business unit, named Helix, meant to translate the company’s existing retail data assets into a unified product offering. The move follows a string of MediaMath investments in consumer data, beginning with the acquisition of Adroit Interactive in 2010 and continuing with the purchase of Akamai’s Advertising Decision Solutions (later rebranded […]
The Court of Justice of the European Union (CJEU), the EU’s highest court, on Tuesday invalidated the “Safe Harbor” agreement, which since 2000 has allowed companies to store and transfer data between the US and EU. A pillar of the agreement required the US to ensure equivalent protections to those guaranteed by the EU, but […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Melissa Parrish, Executive Director, AdExchanger Research. A handful of years ago, I moderated a panel about mobile technology and privacy for the Churchill Club. One of the panelists explained the data collection issue in a way […]
“Marketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem. This week it is written by Lizzie Komar, Associate Analyst, AdExchanger Research. I am thrilled to announce that AdExchanger Research’s report, “Define PII Today to Prepare for the Privacy Demands of the Future,” is available for purchase on our site, as of Wednesday. […]
With the demand-side platform (DSP) model continuing to propagate, data sellers and data management providers are seeing up-close how the DSP is applying data to the targeting of users in display, mobile and video ad inventory today. From their data-centric point-of-view, AdExchanger.com wanted to know… how is the DSP model doing? In particular, we asked […]
Bill Morrison and Robert Coolbrith are equity analysts at ThinkEquity Partners and recently authored a report entitled, “The Opportunity In Non-Premium Display Advertising.” AdExchanger.com: Are data exchanges the key to unlocking value in social media? Who’s getting it right in the data exchange space? BM and RB: We’ll defer the second part of your question […]
BlueKai and eXelate hit the PR jackpot today with a feature article in the NY Times. Though the article written by Stephanie Clifford ends with a thud, it hits on a core reason exchanges exist and expand today. Clifford quotes BlueKai CEO, Omar Tawakol, saying, “People are realizing that it’s the data that drives the […]
Data exchanges offer publishers, who are sweating bullets over 2009 revenue targets, an opportunity to create a new source of revenue as they are able to leverage their valuable user base and resell anonymous cookie data that advertisers can serve against. In yesterday’s MediaPost, CEO Mark Zagorski, from Israeli-based behavioral targeting data exchange, eXelate, exhorted […]
