The ability to connect consumers across devices represents a small but increasingly viable portion of marketers’ campaign strategies. During day one of AdExchanger’s Industry Preview 2014, several CEOs and marketing execs commented on the growing use of cross-device recognition technology as a marketing tool. According to AOL CEO Bob Lord, 45% of his clients’ display […]
Although vendors are rushing to patent cross-channel ad-targeting solutions, this does little to address the lack of industry standards for cross-channel performance metrics. Adelphic announced in early December that it had patented its technology for creating a unique identifier that can be applied to the same individual across multiple digital devices such as smartphones, tablets […]
Data scientists are fueling the growth of the ad-tech industry, as well as many other industries. Straddling art and science, data science requires a solid understanding of machine learning, computing and algorithms, in addition to strong problem-solving and communication skills. The other thing about data scientists: There’s not enough of them. In order to meet […]
Cross-device ad targeting provider Drawbridge will use data segments from eXelate, the companies said today. When it comes to delivering targeted ads on mobile devices, the process is more complicated than it is on a desktop PC, largely because of the inability to use cookies on a smartphone or tablet. Drawbridge gets around this challenge […]
