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»datalogix

Hulu Grooms Its Tech Stack To Support Advanced TV

Hulu is moving into phase two of its advanced TV strategy almost two years after launching its private exchange. But the market has changed since then, and Hulu has evolved its own ad technology stack in lockstep. For starters, Facebook shuttered the LiveRail supply-side platform (SSP) and ad server last year, so Hulu migrated to Tremor’s video SSP. Rather than entering a drawn-out RFP... Continue reading »
by Kelly Liyakasa // April 27th, 2017 //
»
Oracle Data Cloud’s New Chief, Eric Roza, Searches For The Sweet Spot Between Quantity And Quality

With Omar Tawakol departing as head of Oracle Data Cloud, Eric Roza, who served as the unit’s co-SVP after Oracle acquired his company Datalogix, will become GM. Roza had previously focused on Data Cloud’s go-to-market strategy and will now oversee product, engineering, operations and data science. But he’s also shepherding Data Cloud through a philosophical... Continue reading »
by Ryan Joe // September 29th, 2016 //
»
How Chobani Turns Yogurt Searches Into Sales Effectiveness

Greek-yogurt brand Chobani stays competitive with larger CPG companies by constantly testing. One of these tactics includes marketing-effectiveness studies, such as a recent research initiative with Yahoo and Nielsen Catalina Solutions (NCS) to prove search ads drove in-store sales. “If you’re an ecommerce brand, you can measure that sale directly,” said Jessica Lauria, senior director... Continue reading »
by Kelly Liyakasa // April 25th, 2016 //
»
YouTube Begins Tracking Offline Sales Impact For TrueView Video Ads

YouTube is starting to measure the offline sales lift for consumers exposed to its viewable video ad format TrueView. Through a tool called DLX ROI Sales Lift for YouTube, developed in partnership with the Oracle Data Cloud, Google is telling CPG advertisers that its video ads not only have brand impact, but that they drive... Continue reading »
by Kelly Liyakasa // April 19th, 2016 //
»
Behind The Data Cloud, The Basis Of Oracle’s ID Graph

Oracle 1.0 was more about databases than device graphs. But as Oracle methodically built out a Marketing and Data Cloud, that changed. For the latter, marrying data management platform BlueKai with offline data tool Datalogix unlocked new capabilities. For instance, it can validate metrics that purport to measure links between TV, digital and sales. Oracle... Continue reading »
by Kelly Liyakasa // November 16th, 2015 //
»
Quantcast Launches An Open Data Platform To Fuse Digital To TV And Offline Sales

Quantcast is tapping its deep ties to publishers by linking digital data signals to offline attributes like sales and TV viewership. The company is rooted in direct audience measurement and embeds its tags across millions of publisher pages. By looking at this data anonymously in aggregate, Quantcast can supply advertisers and publishers with intel around cross-site... Continue reading »
by Kelly Liyakasa // October 8th, 2015 //
»
Oracle’s Datalogix Deal Driven By Marketers’ Need To Mix First- And Third-Party Data

Although Oracle’s acquisition of Datalogix hasn’t officially closed yet, some industry insiders have speculated the deal underscored Oracle’s interest in identity-based marketing. Marketers need richer audience profiles that include known and anonymous attributes, meaning platforms should include, but also go beyond, cookie syncing, Kevin Akeroyd, SVP and GM of the Oracle Marketing Cloud, told AdExchanger. “The CMO... Continue reading »
by Kelly Liyakasa // April 3rd, 2015 //
»
Data Is The Core Of Oracle’s Cloud

When Oracle bigwigs gathered Tuesday in New York to discuss the company’s platform strategy, they focused on data’s central role – which makes sense given Oracle’s acquisitions of Datalogix and technology and services platform BlueKai. Oracle’s data investments, as they pertain to the Oracle Marketing Cloud, manifest through the Oracle Data Cloud initiative spearheaded by... Continue reading »
by Kelly Liyakasa // January 13th, 2015 //
»
Acxiom Keeps Neutrality Pledge, Renews LiveRamp Deal With Datalogix

As it turns out, Acxiom’s LiveRamp and Datalogix were friends all along. The duo – sometimes portrayed as rivals in the data onboarding space – on Monday revealed they’ve expanded their existing partnership through 2017. At the time of Acxiom’s $310 million acquisition of LiveRamp last spring, CEO Scott Howe compared Acxiom to Switzerland. That is,... Continue reading »
by Kelly Liyakasa // January 5th, 2015 //
»
Round-up: Datalogix Is Good For Oracle – But Is It Good For Marketers?

If you’re an Oracle competitor, the Datalogix acquisition looks formidable indeed. It adds considerable power to its data-as-a-service offering, which to this point had mostly online data. But if you’re a marketer using Oracle’s technologies – or using Datalogix data to link online advertising to offline sales – what additional benefits can you expect? While,... Continue reading »
by Kelly Liyakasa // December 23rd, 2014 //
»
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