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»PrecisionDemand

Why AOL Bought Convertro And PrecisionDemand

Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an... Continue reading »
by Kelly Liyakasa // June 13th, 2014 //
»
Adap.tv's PrecisionDemand Buy A Bid For Linear TV

AOL's Adap.tv will acquire Jon Mandel’s PrecisionDemand, a TV ad-targeting company that mines set-top box data and layers it with first-party data. In a Wednesday blog post outlining the acquisition, Adap.tv’s Toby Gabriner wrote: “Integrated into Adap.tv’s programmatic buying and selling platforms and, eventually, ONE by AOL, PrecisionDemand will be a key component of our... Continue reading »
by Kelly Liyakasa // May 21st, 2014 //
»
For Direct Response TV Ads, PrecisionDemand Promotes Set-Box Data Over Demos

Set-top boxes enable television advertisers to select more narrow audience segments than traditional demographic targeting. "[Demographic targeting] is no better than statistically random when trying to hit actual consumers/potential consumers for most brands," said PrecisionDemand CEO Jon Mandel, when asked about the limitations of demo targeting. "That is why we use first party data, target... Continue reading »
by David Kaplan // January 10th, 2014 //
»
GRP Integration Is A Waste Of Time

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jon Mandel, CEO at PrecisionDemand. Nobody dies or suffers injury in advertising. That allows people to become entrenched in the way things are done, with false beliefs about others’ capabilities.... Continue reading »
by AdExchanger // November 7th, 2013 //
»
Nielsen Adds New Experian Data To Online Ratings, But Publishers See Flaws

Nielsen recently expanded its partnership with consumer data specialist Experian to cover the former's Online Campaign Ratings with additional layers of demographic data. The new data represents progress, but some publishers are concerned. Media sellers fault both Nielsen and its audience measurement rival comScore, with its validated Campaign Ratings (vCE), for not keeping up with data-management... Continue reading »
by David Kaplan // October 28th, 2013 //
»
 

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