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»testing

Unified ID 2.0 testing could hit a serious snag in Europe.
Unified ID 2.0 Faces Roadblocks In Europe As A Result Of GDPR

Unified ID 2.0 testing could hit a serious snag in Europe. Although beta testing of UID2 in the US and Canada is already well underway, multiple sources tell AdExchanger that The Trade Desk is having trouble lining up an independent administrator to govern and police the use of UID2 in territories where GDPR is the... Continue reading »
by Allison Schiff // November 15th, 2021 //
»
Live beta testing of Unified ID 2.0 is now underway in Canada.
The Trade Desk Kicks Off UID 2.0 Beta Testing In Canada

Oh, (beta testing in) Canada. On Thursday, The Trade Desk said that live beta testing of Unified ID 2.0 is now underway in Canada. Some existing UID2 partners are helping to shepherd the test, including Index Exchange, Magnite, Publicis, Omnicom Media Group and IPG’s Kinesso. (Kinesso is one of two “closed operators” for UID2 that... Continue reading »
by Allison Schiff // October 14th, 2021 //
»
Your Custom Model Didn’t Work… Now What?

“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 Asya Takken, senior data scientist at Alliant. Data driven marketing is at its best when powered by predictive analytics. Many brands hum along on big platform machine learning algorithms, generating... Continue reading »
by AdExchanger // January 27th, 2021 //
»
How To Un-Pause Ad Spend

If only reopening the US economy was like flipping a switch. “But it’s just not,” said Craig Atkinson, chief client officer at performance agency Tinuiti. Reopening will be a gradual process that rolls out differently depending on vertical, region and consumer sentiment. Monday in New York City, for example, marked Phase One of reopening, but... Continue reading »
by Allison Schiff // June 9th, 2020 //
»
Ebay Tests AI Recommendation Tool To Up The Ante On Its Marketing Experiments

Large marketers are constantly running scores of experiments on their media investments. That can make optimization tricky, said Sadie Daryan, eBay’s global head of display and app marketing. And so eBay has been playing around with a tool from marketing intelligence startup Admetrics, released Tuesday, that uses AI to automatically run thousands of concurrent tests... Continue reading »
by Allison Schiff // June 18th, 2019 //
»
Marketing Mistakes Can Sometimes Be A Good Thing

Oops emails, TBD subject lines, sending messages to the wrong segment, sending notifications at the wrong time – even the most data-driven marketer is going to screw up sometimes. Embrace the mistakes, said Spencer Burke, VP of growth at Braze, speaking at the MAU show in Las Vegas on Wednesday. “It’s not something you need to... Continue reading »
by Allison Schiff // May 3rd, 2019 //
»
DTC Mattress Startups Nectar And DreamCloud Are Obsessed With Tests

There’s no rest for direct-to-consumer mattress marketers. “We’re constantly running tests,” said Scott McLeod, co-founder of DreamCloud, a mattress startup housed under Nectar Home, parent company to a growing portfolio of DTC sleep and home furnishing brands, including Nectar Sleep and ecommerce rug brand Wovenly. “We have disdain for the idea of running something without... Continue reading »
by Allison Schiff // January 14th, 2019 //
»
Savvy Performance Marketers Make Bank When They Scale Their Ad Partnerships

Mobile performance marketers who work with multiple ad partners spend less to acquire users. A growth marketer who works with five or fewer media sources pays an average of $3.58 per install, according to a report released Wednesday by mobile marketing analytics company Singular. But upping the number of media sources from five to six... Continue reading »
by Allison Schiff // December 5th, 2018 //
»
Data Delivers Detente Between Product And Marketing At Relay Foods

It’s common for marketing to do its thing on one side of the room while product toils away on the other. Often they just ignore each other. Sometimes they clash. “Everyone felt the tension,” said Jeff Bordogna, VP of product at Relay Foods, a Virginia-based healthy online grocery retailer serving 12 regional markets across the... Continue reading »
by Allison Schiff // May 31st, 2016 //
»
 

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