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»Thunder

Can Ad Tech ID-Sharing Succeed If It’s For Attribution, Not For Targeting?

A slew of consortiums, collaborations and integrations have emerged to fill the need for a universal advertising ID, which would help publishers and ad tech companies level the playing field with Google, Facebook, Amazon and other platforms with vast logged-in user data. But those vendor-focused initiatives struggled to gain broad adoption and overcome competitive issues... Continue reading »
by James Hercher // January 25th, 2019 //
»
Data Ownership Can Help Marketers Avoid The Next Bid Caching Debacle

"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 Ka Mo Lau, chief operating officer and chief financial officer at Thunder. With the recent uproar over bid caching, where an exchange enables a losing bid in one auction to... Continue reading »
by AdExchanger // September 12th, 2018 //
»
Indie Ad Servers Smell Blood In The Water As Google Limits DoubleClick ID – But Does Google Care?

In late April, Google said it would limit the portability of the DoubleClick ID outside of its ad server DoubleClick Campaign Manager (DCM), effectively killing independent attribution (at least to the extent that it was possible). Marketers who want access to the DoubleClick ID, which ties together data across Google’s properties, will have to use it... Continue reading »
by Alison Weissbrot // June 5th, 2018 //
»
Is CRM The Future Of Agencies?

"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 Ka Mo Lau, chief operating officer and chief financial officer at Thunder. The agency industry has had an identity crisis in recent years in the wake of digital media’s disruption.... Continue reading »
by AdExchanger // March 28th, 2018 //
»
Thunder Acquires Adacus, Bringing Targeting And Measurement Automation To Its Platform

Thunder, a creative distribution platform, acquired creative AI and analytics company Adacus on Thursday, adding the ability to test, target and measure dynamic creative campaigns. “Before this acquisition, our success was measured on creative production efficiencies: Are we producing more ads cheaper and faster?” said Victor Wong, CEO of Thunder. “[Adacus] puts us more in... Continue reading »
by Alison Weissbrot // September 14th, 2017 //
»
CRM Platforms: What’s Old Is New Again

"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 Victor Wong, CEO at Thunder. Many years ago, customer relationship management (CRM) platforms solidified their position as the systems of record for customer interactions and introduced the concept of data-driven... Continue reading »
by AdExchanger // June 13th, 2017 //
»
Why Is Everyone Trying To Kill Rich Media?

“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 Victor Wong, CEO at Thunder. Rich media came onto the scene with great fanfare and promise. Moving, interactive creative would certainly be more effective and engaging than static banner ads... Continue reading »
by AdExchanger // June 21st, 2016 //
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