Everybody wants to make the most of agentic AI in advertising. The winners will do it with purpose. Here’s how to make a plan, step by step.
Instead of relying on rigid audience segments, modern systems can interpret a real-world moment in real time, combining layers of information to better predict what someone might actually care about right now.
With deterministic data like cookies becoming less reliable, advertising’s real value comes from being able to predict where audiences will be and how and when to reach them.
When it comes to identity, most marketers moved past third-party cookie concerns a long time ago. Identity today is not about a single technology or solution; it is about learning how to combine different signals in ways that allow campaigns to reach real people across channels while respecting privacy and maintaining performance.
An upcoming paper from CIMM doesn’t just demonstrate that differences in media quality can be measured. It also argues that tying media value to short-term outcomes has perpetuated longstanding industry challenges.
Mobile apps are now at the center of the consumer relationship. They’re where customers browse, buy, stream, check balances and redeem loyalty rewards. However, app measurement remains one of the weakest links in modern marketing.
AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns.
For too long, marketers have been stuck in a false dilemma: Do you want reach, or do you want relevance? Mass exposure, or accurate targeting?
Alliant will integrate AnalyticsIQ’s audience modeling platform, which is based on user surveys and studies of health, wellness and cognitive psychology.
To build a first-party data strategy, the NY Post contracted Permutive and Prohaska Consulting for advice on monetizing its audience data and growing its addressable audience. The collaboration prompted Permutive and Prohaska to expand their combined services to all publishers.
If interoperability, scale and privacy are the goals, how can publishers build a data culture that sets them up for success?
From clear-eyed looks at the industry’s shortcomings and conflicts of interest to prognostications that presage the next batch of conference panel talking points, you can count on these astute industry voices to drive the conversation.
If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to deterministic data, writes Audigent CEO Drew Stein.
On Thursday, CTV performance advertising company tvScientific announced a $20 million Series A led by Norwest Venture Partners, bringing the company’s total funding to $21.5 million. The company’s goal is to automate its two self-proclaimed specialties: measurement optimization and campaign activation.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Privacy Sword, More Like The urgency is real to replace the EU-US Privacy Shield, the data-sharing accord brought down by the 2020 Schrems II decision. EU competition commissioner Margrethe Vestager said a replacement is “high priority.” Lobbyists from San Francisco and Seattle are all […]
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 […]
The revenue opportunity around mobile ad spend is too big to ignore, said Dan Rosen, global director of advertising at Spanish telco Telefonica, at Mobile World Congress in Barcelona in early March. It’s why telcos like Verizon, Telenor, Telstra and SingTel are spending big on ad tech. Telefonica carved out a niche in the mobile […]
There are walled gardens, and then there’s Arbor. The startup, which raised a $6.5 million round on Tuesday, bills itself as a marketplace for people-based data. Think of it as a supply-side platform mated with a co-op for deterministic data. The bulk of the round, led by Canaan Partners with participation from First Round Capital, […]
Deterministic data from set-top boxes is changing how linear TV is bought and valued. Like the Nielsen ratings panel, set-top box data connects to a physical address and household. But unlike Nielsen’s 40,000 families – which provide a “truth set” for TV viewership – set-top boxes reach millions of households, allowing marketers to overlay […]
