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»Semcasting

Getting Attribution Right Means Adopting A Digital Mailbox

"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 Ray Kingman, CEO at Semcasting. Old models die hard. For more than a decade, attribution meant crediting the last click. But in an increasingly personalized and multichannel world, last-click has... Continue reading »
by AdExchanger // January 31st, 2018 //
»
Is Ad Tech Good For Your Health?

"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 Ray Kingman, CEO at Semcasting. Whether you’re watching television or listening to the radio, you’re bound to catch an ad soliciting participants for a clinical trial. These trials can’t take... Continue reading »
by AdExchanger // November 15th, 2016 //
»
In The Win/Lose World Of Political Advertising, Attribution Is Irrelevant

Digital ad experts are rising in the political campaign world, but digital's unique measurement capabilities aren't coming with them. A big part of the problem is that the nature of voting defies measurement. “On the political side, there’s only one interaction a person takes [i.e., his or her vote], and you don’t know for months... Continue reading »
by James Hercher // August 30th, 2016 //
»
Unwalling The Garden: What A Free Market Approach Would Look Like

"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 Ray Kingman, CEO at Semcasting. Maybe you rolled your eyes when you heard that some Instagram users were protesting the platform’s decision to change its algorithm so that it surfaces... Continue reading »
by AdExchanger // June 17th, 2016 //
»
Ad Tech Is Merging With Mar Tech, But Who’s in Charge?

"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 Ray Kingman, CEO at Semcasting. If technology is driving the union between marketing and advertising, who will end up steering the car? The answer to that question will play out... Continue reading »
by AdExchanger // January 6th, 2016 //
»
Why The Agnostic Ad Tech Industry Needs Partisan Allies In DC

Online political spending – while still trailing far behind the budgets assigned to TV – is poised to match or exceed even the world’s largest brand advertisers. But with no established agency or ad tech model in place, agnostic tech providers are looking to blaze new trails in the hypercompetitive DC market. Rubicon Project and... Continue reading »
by James Hercher // September 23rd, 2015 //
»
Can Redlining Offer Clues To Balancing Big Data And Privacy?

"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 Ray Kingman, CEO at Semcasting. On May 1, the President’s Council of Advisors on Science and Technology (PCAST) delivered its analysis of the current and future impact of big data... Continue reading »
by AdExchanger // June 20th, 2014 //
»
In Defense Of Consumer Scores

"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 Ray Kingman, CEO at Semcasting. I get it. Starting with our first-grade report card and continuing to the last time we pulled our credit report, we’ve feared someone else having... Continue reading »
by AdExchanger // May 7th, 2014 //
»
Ad Targeting Firm Semcasting Rolls Out Tool To Connect Online And Offline Data

Moving between online and offline environments has become the norm for most consumers, but many marketers have yet to catch up. Semcasting, a MA-based multi-channel audience targeting provider, has launched a new self-service platform, the Semcasting Marketing Appliance, that promises to help marketers by connecting online and offline consumer touchpoints for targeted advertising. The Appliance... Continue reading »
by Judith Aquino // October 8th, 2013 //
»

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