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»people-based marketing

Meet ALC, The Data Broker You Probably Didn’t Know Existed (Yet)

ALC may be one of the biggest first-party data companies you’ve never heard of – but that’s about to change. Founded in 1978 as the American List Counsel, ALC started life as a provider of data services to direct marketers, which back then primarily meant developing customized consumer data files to support postal campaigns. But... Continue reading »
by Allison Schiff // June 28th, 2019 //
»
Dentsu Aegis Network Taps Index Exchange To Power M1

Dentsu Aegis Network said Tuesday it has added Index Exchange as a tech partner for its people-based marketing initiative, M1. M1 typically targets precise audiences. The Index Exchange wrapper will find more of those needles in the haystack. Publishers already using the Index Exchange wrapper must sign a contract with Dentsu Aegis Network before tapping... Continue reading »
by Sarah Sluis // May 29th, 2018 //
»
Meredith’s NewFront: It’s Time To Focus On The Data

Data was center stage Thursday at Meredith’s first NewFront since the acquisition of Time Inc. closed at the end of January. “We’re a data-driven organization,” its chief marketing and data officer, Alysia Borsa, told AdExchanger, referring to “the new Meredith,” where data informs everything from product to advertising to editorial. The women-focused media company, which... Continue reading »
by Allison Schiff // May 3rd, 2018 //
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Dentsu Aegis’ Ad Tech Integrations With Publishers Take Off

Dentsu Aegis Network has spent the past year furiously integrating with publishers so advertisers can target consumers using PII-based identifiers. These identifiers let Dentsu clients target more precisely, consolidate reach and frequency management around a single ID and optimize marketing spend. Advertisers get the benefits of walled gardens without the wall. The program, known as... Continue reading »
by Sarah Sluis // January 30th, 2018 //
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TruSignal Snags $5 Million In Funding To Double Down On Lookalike Modeling

TruSignal is striking out on its own with $5 million in Series A funding and a plan: to help demand-side platforms and data providers use offline data to build people-based lookalike audiences for online targeting. On Thursday, TruSignal completed its spin-off from sister company eBureau, an offline data and predictive analytics platform which itself was... Continue reading »
by Allison Schiff // October 12th, 2017 //
»
SurveyMonkey Aims Beyond The Inbox With ‘People-Based’ Data

Founded in 1999, SurveyMonkey has evolved beyond its original positioning as a provider of email questionnaires. The 18-year-old company is on a $200 million revenue run rate for 2017, and CEO Zander Lurie says its next wave of growth will come from the rise of cross-device survey data. “We see a big opportunity to grow... Continue reading »
by Kelly Liyakasa // August 28th, 2017 //
»
Time Inc.’s Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

In acquiring Adelphic for an undisclosed price, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. But don’t think of what Time Inc. is building as a mini walled garden, said Viant CEO and co-founder Tim Vanderhook. “Everyone wants the scale that Facebook and Google... Continue reading »
by Allison Schiff // January 24th, 2017 //
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Time Inc. To Acquire Adelphic And Build A ‘People-Based DSP’

Is Time Inc. trying to take on Google and Facebook? The publisher announced Monday that it’s acquiring cross-device and mobile ad platform Adelphic to build what it's calling a "people-based DSP." Time Inc. has certainly been on a tech tear. The Adelphic deal, slated to close during Q1, comes just shy of a year after Time... Continue reading »
by Allison Schiff // January 23rd, 2017 //
»
Attribution: Still A Serious Work In Progress

Attribution isn’t perfect. Far from it. But perfection isn’t what the industry should be aiming for. “If you wait for the end state, you won’t have a business for 10 years and by that time the world will have moved on,” said Pravin Chandiramani, Simulmedia’s SVP of data strategy, speaking at a measurement and attribution... Continue reading »
by Allison Schiff // December 1st, 2016 //
»
LiveRamp To Acquire Two People-Based Marketing Startups – Arbor And Circulate – For $140M Total

LiveRamp will drop $140 million to finance its people-based marketing dreams. On Thursday, the Acxiom-owned onboarding company announced its intention to acquire two companies: Arbor, a marketplace for people-based data, and Circulate, which helps app developers monetize their first-party data in a privacy-friendly way. LiveRamp declined to say how much it paid for each company.... Continue reading »
by Allison Schiff // November 17th, 2016 //
»
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