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The Purchase Data Playbook For Marketers

While tapping into purchases helps advertisers close the loop around the actual conversion, the use cases for purchase data have evolved far beyond measurement. The use of transactional data is maturing in media activation, as is the ability to commingle it with other data sources like behavioral, location and even panels in channels like addressable... Continue reading »

by Kelly Liyakasa // November 13th, 2017 //

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More Advertisers Embrace Performance-Based Pay For Agencies

Has performance-based pay finally arrived for agencies? Traditionally, marketing services firms were paid on a set scope of billable hours worked by each employee on an account. But a growing number of advertisers are pushing for more tangible, ROI-based remuneration. The biggest recent example is McDonald's. The quick-serve advertiser's RFP process specified that agency compensation... Continue reading »

by Alison Weissbrot // November 21st, 2016 //

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Kantar Media Advances Its Cross-Media Nielsen Alternative

Kantar Media, long considered a rival to Nielsen’s mainstay TV measurement business internationally, is restructuring the way it goes to market. Although Kantar Media previously operated as one of 12 distinct brands within the Kantar Group, sometimes there was a lack of visibility between different brands. “We’ve had a very strange organizational structure,” admits Andy Brown, chairman and... Continue reading »

by Kelly Liyakasa // November 10th, 2016 //

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Lotame Looks To Corner Local TV Data Activation

Indie data management platform Lotame has remained relatively quiet since the acquisition of cross-device tool AdMobius in 2014. Because Lotame rode out the wave of DMP consolidation between 2013 to 2014 (Oracle acquired BlueKai, Neustar snapped up Aggregate Knowledge and Rocket Fuel bought [x+1]), Lotame CEO Andy Monfried claims his company has one key advantage... Continue reading »

by Kelly Liyakasa // April 18th, 2016 //

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Quantcast Launches An Open Data Platform To Fuse Digital To TV And Offline Sales

Quantcast is tapping its deep ties to publishers by linking digital data signals to offline attributes like sales and TV viewership. The company is rooted in direct audience measurement and embeds its tags across millions of publisher pages. By looking at this data anonymously in aggregate, Quantcast can supply advertisers and publishers with intel around cross-site... Continue reading »

by Kelly Liyakasa // October 8th, 2015 //

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Videology Looks To Partners, Not Purchases, For Deeper Mobile Moves

Mobile and video are the fastest growing segments of display – eMarketer has video's growth rates rising 46.5% for 2012, while it says smartphone based ad spending will jump 180% this year to top $4 billion. And yet, aside from Google/YouTube, Facebook, and Hulu, there are very few sites that can truly make the claim... Continue reading »

by David Kaplan // February 5th, 2013 //

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