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»omniture

Video Platform Zefr Talks $30 Million Raise, YouTube Development Futures

You could say digital entrepreneurship runs in the family. Zach James cofounded Movieclips.com in 2009 before embarking on his latest venture into video with Zefr, which helps brands and networks manage and monetize their YouTube video assets. James is also the brother of Josh James, founder of Omniture (which was sold to Adobe Systems for... Continue reading »
by Kelly Liyakasa // February 28th, 2014 //
»
Addressing The Offline Attribution Challenge

Marketers looking to account for offline campaign spend are up against a similar challenge as digital advertisers: attribution. Because the measure of success for offline activity is often contingent upon transactional data or the point-of-sale record, more weight is typically assigned to lower-funnel factors such as sales uplift. At the same time, marketers in the... Continue reading »
by Kelly Liyakasa // January 2nd, 2014 //
»
Google Goes After Data-Driven Attribution To Upend “Last-Click” Modeling

Marketers are looking for better methods to assign value across the entire customer journey and Google appears to be answering the call. Today, building on its Multichannel Funnels and Attribution Model Comparison tools for Google Analytics, Google has rolled out Data-Driven Attribution globally for Google Analytics Premium customers. Bill Kee, product manager for attribution at... Continue reading »
by Kelly Liyakasa // August 20th, 2013 //
»
DSPs Stole Ad Networks' Thunder In Q4, At Least On Retail Sites

Looking at the 2012 holiday shopping season, retailers with ecommerce websites deployed more marketing technologies, including social plug-ins, than in 2011, according to data gathered from Evidon and analyzed by kbs+ Ventures, the investing arm of kirshenbaum bond senecal + partners. Kbs+ Ventures analyzed 20 retail brands including Best Buy, Old Navy, Gilt, Piperlime, Gap,... Continue reading »
by Kimberly Maul // February 18th, 2013 //
»
Adobe's Next Phase: Promoting the End-to-End Stack, Possibly Buying More Stuff

It's been three years since Adobe embarked on the digital acquisition spree that would bring it a major analytics platform (Omniture), a DMP (Demdex) and a media buying platform (Efficient Frontier). How to measure its success to date? Financial results tell one story. In Q3 2012 the digital marketing suite delivered 40% growth in revenue,... Continue reading »
by Zach Rodgers // November 28th, 2012 //
»
Aegis Announces Demand-Side Platform; Adobe Starting Media Practice? Is DSP Next?; Tobaccowala Says Agencies Must Pay For Talent

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. Aegis Announces Its DSP In an article in New Media Age, agency holding company, Aegis, announced that it's entering the agency demand-side platform/trading desk fray and its DSP will be ready in a “few months." Carat MD Rob Horler tells NMA, “We’re building it... Continue reading »
by AdExchanger // March 4th, 2010 //
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ComScore, Omniture, Adobe - Oh My; New Yahoo! Marketing Launches; Donovan Data Systems Takes Step

Here's today's AdExchanger.com news round-up... Want it by email? Sign-up here. ComScore and Omniture (and Adobe) Fresh off being acquired by Adobe, Omniture announced a new partnership with ComScore aimed at unifiying reporting of website analytics and audience measurement. Is this another step toward a better attribution model? It can't hurt. Jonathan Mendez tweets that... Continue reading »
by AdExchanger // September 22nd, 2009 //
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