experian

Media fragmentation means marketers need better targeting strategies and data. AHS partnered with Audigent to improve its segmentation and targeting.

AI has raised the bar for what qualifies as “good data.”

The conversation is no longer about how much data marketers can collect but how well that data reflects reality. In this new era, success depends on data that is accurate, fresh, consented and interoperable – principles that ensure AI models learn from accuracy.

On Tuesday, game engine Unity, which has a growing advertising business, announced the appointment of Chris Feo as its new SVP of programmatic.

Through Index Exchange’s data vendor marketplace, curators gain access to third-party data sets without needing their own integrations.

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts.

Audio platforms that solve identity challenges are gaining an edge, winning new advertisers and driving stronger returns. As digital audio matures, the ability to understand who’s listening is becoming just as important as what they’re listening to. Digital audio is evolving fast. What was once a niche channel of host-read sponsorships and direct buys has […]

CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.

Navigating the world of data and identity partners can feel like scrolling through a dating app: In a sea of options, only a few are worthy of swiping right. To find your perfect match, look for a partner who checks all the right boxes.

This week, Experian launched its own marketplace for third-party data vendors at the Consumer Electronics Show in Las Vegas.

What happens if the TikTok ban comes to pass; Netflix’s live sports Hail Mary play; and Channel Factory surfs for buyers.

Cyber Monday may be done, but the ad tech deal making just won’t quit. Experian has joined the ad tech consolidation parade with its acquisition of Audigent, a startup DMP and curation vendor.

The holiday season is here, and understanding how different generations plan to shop can help you tailor your messaging, media planning and creative based on the generation you’re targeting.

In today’s newsletter: Google Demand Gen is the industry’s latest over-attribution controversy; data from third-party brokers might not be worth it; and The Trade Desk launches a CTV operating system.

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

In today’s newsletter: Publishers fear they’ll be excluded from The Trade Desk’s “premium internet”; buyers weigh in on Netflix’s plans to offer an ad server; and PayPal launches an ad network and data brokerage.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

In today’s newsletter: Data broker Adstra sues IPG-owned Acxiom and Kinesso; Apple could strip the P address of its status as a useful identity signal; and Roblox will introduce video ads later this year, with SSP PubMatic as its programmatic vendor.

To fill in the gaps left by third-party data loss, Adobe has added a data collaboration product to its Real-Time CDP that lets advertisers match their data to a partner’s to create lookalike audiences, target ads or attribute campaigns.

The next wave of privacy regulation revolves around data brokers. And while the term “data broker” may have a negative connotation, its legal definition is fairly straightforward.

TV ad measurement is still a mess of data fragmentation and marketer frustration, but identity can help bring some order to the chaos.

On Monday, PMG acquired Camelot, an independent media and marketing agency that specializes in buying video, OTT and CTV. This acquisition marks PMG’s first since its founding 13 years ago.

These strikes will impact content generation for the foreseeable future. Media buyers need to think about how that will impact their jobs.

When you lose something important, you want to get it back. That’s the human instinct driving the conversation around signal loss. Marketers rightly feel an urgency to get back to a higher level of confidence targeting, attribution and measurement – particularly with broader economic pressures squeezing budgets.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Currency Contest Can the TV industry’s currency debate get any hotter? (For something so in the weeds, that is.) Guess so. Nielsen has formally repudiated the broadcaster-backed joint industry committee’s (JIC) video standards agreement. In a letter to OpenAP, the data vendor behind […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tubi Or Not Tubi Fox-owned Tubi recently made its first ping on Nielsen’s radar with 1% of US TV viewership – just in time for Tubi’s first-ever advertiser conference ahead of upfront season on Thursday, where it showcased glitzy new data partnerships. And […]

“The personalized targeting data points we’ve gotten used to are under examination,” said Jeremy Hlavacek, CCO of data services provider Experian. “Advertisers want better identity data, better segments and better understanding of consumer behavior. So they’re going to shift to higher-quality, more precise, more accurate, more trusted data sets.”

Comcast-owned FreeWheel announced new identity integrations to bring the buy and sell sides of the TV ecosystem together. Its platform now supports ID solutions from Blockgraph, LiveRamp, TransUnion, Experian, Merkle and OpenAP, which can be overlaid with publishers’ and advertisers’ first- and third-party data sets for more accurate cross-screen targeting and measurement.

Cheerio, Europe. Experian-owned Tapad is exiting its European business after seven years in the market. Tapad will stop the delivery and use of its graph in the EU by August 1. The company denies rumors that its move is a preemptive measure to avoid an investigation by the UK’s Information Commissioner’s Office. “Our decision to […]

The first half of 2020 was pretty lean. This year is on track to be the slowest since 2015 in terms of deal activity, according to LUMA Partners. But set the table and get out the gravy boat, because strategic M&A started to pick back up in Q3 and the momentum has continued into the […]