»Analytics

Contentsquare Raises $60 Million Series C For A Big Bet On AI

Paris-based analytics platform Contentsquare said Monday that it’s raised a $60 million Series C just one year after announcing its $42 million Series B. The fresh round, led by French private equity firm Eurazeo, brings the company’s total funding to $120 million since 2016. This raise, like the last, is going toward research and development... Continue reading »

by Allison Schiff // January 28th, 2019 //

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Did Google Just Kill Independent Attribution?

“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 Martin Kihn, research vice president at Gartner. In a muted squib released last week, Google signaled it would no longer include user IDs with log files from its industry-leading ad server.... Continue reading »

by AdExchanger // May 7th, 2018 //

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Adobe Integrates Analytics And Audience Manager To Connect Marketing To Media

Adobe said Thursday it had integrated Adobe Analytics into its Audience Manager data management platform (DMP). The integration makes it easier for marketers to combine first- and third-party data sets to deliver consistent messaging, and marketers can pull execution data back into their reporting tools for a better view of their customers. “Over the last... Continue reading »

by Alison Weissbrot // September 21st, 2017 //

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Motel 6: ‘Analytics Is Our North Star’

More than half of bookings at Motel 6 happen on the same day as arrival. That means most of the budget hotel chain’s customers are on the road when they make their decision to stay the night, so the booking experience has to be as frictionless as possible, said Jeff Thomas, director of ecommerce and... Continue reading »

by Allison Schiff // September 7th, 2017 //

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Ad-Juster Is Helping Scripps And Other Pubs Normalize Programmatic Data Across Platforms

Chris Turley used to spend his mornings elbow deep in Excel. As a programmatic operations analyst at Scripps Networks Interactive, it was Turley’s daily task to pull information from 13 separate programmatic platforms, mainly data related to paid impressions, CPMs and revenue, and to organize that mess of information into a single spreadsheet for every... Continue reading »

by Allison Schiff // April 4th, 2017 //

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Horizon Turns To Digital Attribution In Pursuit Of Cinema Ticket Sales

Media agency Horizon Media worked with Placed, a location analytics and attribution firm, on both companies' first attempt to measure the impact of digital advertising on movie ticket sales. Horizon Media is the longstanding media buyer for the production studio STX Entertainment. It has worked with Placed for other advertisers, “and we started having conversations... Continue reading »

by James Hercher // October 6th, 2016 //

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Advertising Week: Taking Measure Of Cross-Device Measurement

There’s nothing sexier than measurement. Well, that’s not true. But it was certainly a hot topic during Advertising Week. Google made cross-device announcements, Nielsen waxed poetic about the future of measurement, Facebook got reprimanded by the industry for mistakenly exaggerating its average view times for video and Tapad rolled out a new time-based metric. The... Continue reading »

by Allison Schiff // September 29th, 2016 //

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Google Expands Free Measurement Tech For Its Marketing Cloud

Google will expand its free marketing measurement software by adding an A/B testing product (Google Optimize), a data reporting and dashboard-creation tool (Google Data Studio) and new machine learning capabilities for Google Analytics. These products will be available in an open beta starting next month. “The ultimate goal is to provide a kind of analyst... Continue reading »

by James Hercher // September 28th, 2016 //

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Nielsen Acquires Repucom As It Pursues Surging Sports Marketing Budgets

Nielsen is looking to score more sports marketing dollars with its acquisition of Repucom, a sports research firm founded in Australia and now based out of the US. Nielsen, which closed the deal on Tuesday, did not disclose the price tag, though German sports industry trade pub Sponsors reported it to be more than $100... Continue reading »

by James Hercher // June 22nd, 2016 //

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Gartner: Attribution And Web Analytics Are Converging

Marketers want integrated analytics solutions – a trend clearly demonstrated by the diversity of the players populating Gartner’s most recent "Magic Quadrant for Digital Marketing Analytics," released Monday. Adobe unsurprisingly took the lead, with SAS and Google trailing right behind. But in a sign of where the market is headed, attribution companies like Visual IQ also... Continue reading »

by Allison Schiff // September 21st, 2015 //

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