identity

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

LiveRamp earned $78.3 million in the second quarter, a 30% increase from $60.2 million in the same period last year, according to its earnings report released Tuesday. The company’s gross profit also grew year over year, from $36.4 million to $40.6 million. LiveRamp is still shaking off the blow from Facebook’s third-party data prohibition. The […]

A slew of consortiums, collaborations and integrations have emerged to fill the need for a universal advertising ID, which would help publishers and ad tech companies level the playing field with Google, Facebook, Amazon and other platforms with vast logged-in user data. But those vendor-focused initiatives struggled to gain broad adoption and overcome competitive issues […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Chip Schenck, senior vice president of data and programmatic solutions at Meredith Corp. Identity is the foundation of addressable marketing, and yet it’s being treated as a precious resource. This is because digital identity […]

Drawbridge is one of the cross-device OGs, but it’s in the midst of a pivot. The company revealed $15 million in new financing on Monday from existing investors Sequoia, Kleiner Perkins and Northgate. The money, which brings Drawbridge’s total funding to $70 million, will be immediately invested into a product road map focused on non-advertising-related […]

This article is sponsored by Throtle. As consumers bounce relentlessly across an increasingly wide array of devices and applications, the data trail they leave behind becomes more and more fragmented. And that’s a problem for marketers who are often left wondering: Who’s the person behind the screen – exactly – that we’re talking to? To solve […]

Cross-device provider Tapad is offloading its media business with Brand Networks, a social marketing tech firm that serves large retail brands and enterprise clients. The deal, announced Tuesday, is structured like a partnership rather than an acquisition, said Tapad CEO Sigvart Voss Eriksen. Tapad’s managed media and creative teams will join Brand Networks to help […]

Ask Facebook for access to its data and the official answer is going to be, “Nope.” But under certain circumstances, a limited number of advertisers and agencies are tapping into impression-level Facebook campaign delivery data, AdExchanger has learned. The data-sharing arrangements are euphemistically referred to as “clean rooms.” These clean rooms are safe spaces where […]

Marketers know they need to wise up on cross-channel identity and attribution technology. But it’s hard to know how to approach the vendor landscape when it feels like the entire LUMAscape is blowing up your inbox every morning. “’Barbarians at the gate’ is an apt analogy – sometimes, that’s how it feels,” said Simon Shulman, […]

Most marketers know they need data management platforms and a growing number have either already implemented one or plan to do so soon. Yet marketers in some industries, such as manufacturing and education, are seriously lagging in DMP adoption, according to a survey released Tuesday by market research firm The Relevancy Group. Forty-one percent of […]

People-based marketing is the natural evolution of data onboarding, according to LiveRamp, the data onboarder owned by Acxiom. On Wednesday, LiveRamp launched IdentityLink, which aims to resolve a single identity across different online and offline touch points. It’s an extension of what LiveRamp already does, said CEO Travis May. LiveRamp’s bread and butter has always been […]

Dutch cross-device data vendor Screen6 has been flying under the radar and avoided the Nielsen verification route like its well-known competition. Last year, Tapad (recently acquired by Norwegian telco Telenor) and Drawbridge had the accuracy of their device graphs evaluated by Nielsen, coming in at 91.2% and 97.3%, respectively. Screen6 CEO and co-founder David de […]

On Monday, more than 90,000 tech vendors, manufacturers, marketers, agency reps, carriers, analysts, reporters and sundry members of the C-suite from more than 200 countries descend on Barcelona for Mobile World Congress with a single acronym on their lips: IoT — The Internet of Things. But connected cars, smart washers, chatty fridges, intelligent garage doors and the […]

Women who wear Louboutin stilettos are more likely to watch boxing, have at least four credit cards and compost regularly. Snowboarders overindex for gambling, eating at Applebee’s and always being first in line to buy the newest tech gadget. Diet Coke drinkers likely drive a Mercedes-Benz, shop at Ann Taylor Loft and listen to the radio […]

Drawbridge sees itself as the democratizer of cross-device identity. “We’re the folks that provide cross-device connectivity for inventory that isn’t on Facebook and we do it without PII,” said Nimeshh Patel, Drawbridge’s VP of Europe, the Middle East and Africa. Headquartered in San Mateo, Calif., Drawbridge – whose technology analyzes various non-personally identifiable data points, […]

Verizon bills itself as a triple threat. It’s got mobile, it’s got television, it’s got broadband. And those three channels form the foundation for a deterministic data cocktail that Precision Market Insights (PMI) – Verizon’s addressable advertising division – is tapping to power Precision ID, the carrier’s answer to the ever-elusive mobile cookie. When Verizon […]

No one’s going to say that walled gardens don’t have their perks. Just look at Facebook and the new and improved Atlas. Facebook’s long-awaited announcement of a cross-device user ID solution, made Monday as part of Advertising Week in New York City, invites advertisers into a putative Eden that gives them access to what could […]

The value that Salesforce.com’s solutions bring to marketers, customer experience managers, and sales staff is well-established. But what can Salesforce.com offer for online advertisers? Within the various acquired companies that constitute Salesforce.com’s ExactTarget Marketing Cloud — recently integrated with the Salesforce1 platform — is Social.com. Social.com was made possible when social media commerce company Buddy Media […]