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»segmentation

Lin, director of client strategy and insights, Aki Technologies
To Remain Relevant, Advertisers Need to Reimagine Audiences

“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 Melody Lin, director of client strategy and insights at Aki Technologies. Advertisers assume they know their audiences, because grouping people into buckets is convenient. Gamers like Doritos and caffeinated sodas,… Continue reading »
by AdExchanger Guest Columnist // January 3rd, 2022 //
»
Salesforce rolled out a revamped version of its CDP with smarter segmentation, deeper integrations with Tableau and Mulesoft and expanded partnerships.
Salesforce Upgrades Its CDP With Better Segmentation And Tighter Integrations

Salesforce rolled out a revamped version of its customer data on platform on Thursday with additional bells and whistles in the form of smarter segmentation, deeper integrations with Tableau and Mulesoft and expanded partnerships for data activation. “We’re fully embracing the CDP category,” said Robin Grochol, SVP of product management for Salesforce Marketing Cloud. That… Continue reading »
by Allison Schiff // May 13th, 2021 //
»
Becky Alseth, VP of marketing and direct at Nautilus
Bowflex Energizes Its Targeting To Reach New Audiences Hungry For Home Fitness

When gyms closed during the lockdowns, demand for at-home exercise equipment increased. Nautilus, which owns a portfolio of home gym brands, including Bowflex and Schwinn Fitness, experienced a nearly 94% increase in net sales in Q2. “It was one of our best quarters ever,” said Becky Alseth, VP of marketing and direct at Nautilus. In… Continue reading »
by Allison Schiff // October 26th, 2020 //
»
Sara Badler headshot
Building A Privacy-Conscious Publisher

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Sara Badler, senior vice president of programmatic revenue and strategy at Dotdash. If ad-tech acronym overload was not seriously impacting your mental health two years ago, it certainly may be now. Geopolitical and big tech-led privacy… Continue reading »
by AdExchanger // October 16th, 2020 //
»
The NFL Tackles Targeting With An Assist From Adobe

National Football League players train during the offseason – and so does the NFL’s marketing team. From January through July, Aaron Jones, the NFL’s director for club and international marketing, is busily stress-testing his marketing stack and experimenting with new tools to prepare for August and September, when it’s all about activation. “Then, it’s like Black… Continue reading »
by Allison Schiff // March 26th, 2019 //
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Jampp’s Predictive Segments Target Users On The Cusp Of Conversion

Segmentation for retargeting is often a very manual process that relies heavily on what someone’s done in the past. App marketing platform Jampp wants to help advertisers craft predictive segments that anticipate what someone will likely do in the future. Jampp’s predictive segments technology, which exited beta on Thursday, uses machine learning to analyze around… Continue reading »
by Allison Schiff // October 7th, 2016 //
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Republicans Prefer Punk, Dems Dig Soul And Pandora Rolls Out Version 2.0 Of Its Political Audience Segments

Hear that? It’s the sound of political advertisers starting to open their wallets wide. Around $1 billion is expected to be spent on digital media during the 2016 presidential election, according to Borrell Associates, and Pandora is looking to attract some of those dollars with the release of souped-up political targeting segments. The music discovery… Continue reading »
by Allison Schiff // October 27th, 2015 //
»
Neustar Aims To Take The Intuition Out Of Segmentation

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… Continue reading »
by Allison Schiff // February 24th, 2015 //
»
 

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