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»Identity graph

Here’s How to Improve Connected TV Ad Measurement

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by John Hamilton, CEO and co-founder, TVDataNow. The biggest misconception in ad tech in 2021 is that measuring ad performance on connected TV (CTV) is difficult or impossible. This perception exists because there’s no real universal… Continue reading »
by AdExchanger Guest Columnist // July 1st, 2021 //
»
LiveRamp Launches Identity Resolution For First-Party Data

LiveRamp is expanding into identity resolution with a new product called Portrait Engine. The idea with Portrait Engine is to help marketers build identity graphs using only their own first-party data as the foundation. The solution, unveiled last week at a MMA Global virtual event about the future of online identity, is now in public… Continue reading »
by Allison Schiff // May 25th, 2021 //
»
6 Types Of Post-Cookie Data That Will Still Be Available After 2022

Third-party cookies may be on the way out in Chrome, but that doesn’t mean the end of data-driven advertising. There are still many other types of audience data that marketers will have at their disposal, including identity graphs and consented third-party data, household-level data, second-party data, contextual data, cohorts and, of course, first-party data, including… Continue reading »
by Allison Schiff // May 18th, 2021 //
»
Oracle is the latest company to join Unified ID 2.0. The integration will allow marketers to use the UIDs to help with identity resolution.
Oracle Signs On To Support Unified ID 2.0

Next up in Unified ID 2.0 partner news: Oracle. On Thursday, Oracle became the most recent company to join the open source initiative, developed by The Trade Desk to serve as a hashed email-based alternative to third-party cookies. Specifically, Oracle’s integration with UID 2.0 will allow marketers to use the identifier to help with identity… Continue reading »
by Allison Schiff // May 13th, 2021 //
»
ID Graph Provider Infutor Joins The Club With Support Unified ID 2.0

Step right up, Infutor. On Wednesday, the identity management and ID resolution provider announced that it’s joining Unified ID 2.0, the open source industry initiative that was initially kicked off by The Trade Desk to create an email-based alternative to third-party cookies once they go kaput. UID 2.0 entered beta in March. Infutor’s plan is… Continue reading »
by Allison Schiff // April 21st, 2021 //
»
Advertiser Perceptions: Google Looms Large Over The ID Resolution Market, But Indies Are Also Making A Splash

Google utterly dominates the identity resolution marketplace, with LiveRamp and Salesforce trailing in the middle distance. That’s according to the most recent Advertiser Perceptions ID resolution marketplace report, which found that most advertisers and agencies (29%) use Google as their primary identity resolution solution. That number drops to 13% apiece for LiveRamp and Salesforce. Amazon,… Continue reading »
by Allison Schiff // January 5th, 2021 //
»
TransUnion has its eye on the cookieless future with its acquisition of Tru Optik.
TransUnion Continues Its Ad Tech Buying Spree With Tru Optik Acquisition

TransUnion has its eye on the cookieless future with its acquisition of Tru Optik, announced on Thursday. This is the credit bureau’s third ad tech acquisition over the past year and a half. TransUnion acquired marketing tech platform TruSignal in May 2019 and cross-channel marketing company Signal in August. TransUnion declined to share the Tru… Continue reading »
by Allison Schiff // October 1st, 2020 //
»
ALC Rebrands As Adstra, And Enters The Crowded Identity Graph Market

The marketing data company ALC, which started out 40 years ago creating consumer segments for direct mail advertisers, relaunched Tuesday as Adstra, with a new mission as a data onboarding and identity graph provider. Adstra is following a well-beaten path for companies that transformed offline consumer data sets based on home addresses and landline phone… Continue reading »
by James Hercher // June 17th, 2020 //
»
 

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