It’s a common refrain that last click attribution is broken, but what should replace it has yet to be resolved. Algorithmic attribution modeling is perhaps the leading candidate, and vendors such as Visual IQ, Convertro, and Adometry are competing to provide solutions in this area. But these attribution specialists still struggle to make fractional attribution […]
Michael Ho thinks offline sales goals can be driven online. That’s why his company, Bering Media, which he founded in 2008, is working with Internet service providers to create what Ho believes is an accurate, scalable way to target consumers online, based on geography, CRM data, and custom offline data models. “We didn’t want to […]
Retailers are opening their doors earlier and earlier on Black Friday, even creeping into Thanksgiving. As customers spread their purchases throughout the weekend, the Black Friday/Cyber Monday combination has become a hub of social media, mobile usage, and local in-store purchases. Below we present new data from Placed showing in-store visits on Black Friday, the […]
Media intelligence platform Aggregate Knowledge (AK) recently recently partnered with IBM to plug the AK platform into the IBM Digital Data Exchange. See the release. CEO Dave Jakubowski sees an overarching theme of “interoperability” in the deal as he says IBM marketer clients will be able to unlock what is going on with their website […]
Marketer integration is among the grand challenges facing the Data Management Platform space, according to a new white paper produced by Winterberry Group in partnership with the Interactive Advertising Bureau (download). Consider the top three “major hurdles” identified by the report’s 160 or so respondents: (1) “Internal Process & Marketing Ops Challenges,” (2) “No Clear […]
Visualized launched its inaugural data visualization event in New York City this week at The Times Center. Though not exclusively a business conference, the business implications of Visualized were clear – the visualization of big, bad data is critical as marketers, agencies, publishers, data and ad tech companies sift for actionable insights. For the Visualized […]
Over the past few months, “collaborative” publisher Wikia has been working with data management platform Krux Digital on streamlining and segmenting the company’s audience. The company claims the combined use of its first party data and third party data have led to 93 percent lift in eCPMs compared to what it was able to charge […]
Ad exchanges have been flooded with weather-adjacent display ad inventory this week as people sought out fresh information on Superstorm Sandy — first its onslaught and later its aftermath. But just how big was this weather event from an ad volume standpoint? Pretty huge, according to data provided to AdExchanger by Media6degrees and presented in the […]
The two leading presidential campaigns are exposing website visitor data to third parties via URL and page title information, according to Jonathan Mayer, a privacy advocate and Stanford graduate student. Mayer examined the information made available on the two candidates’ campaign websites, and found “both leak.” What’s more, he says the information visible to third parties […]
Having grown an ad network business in two years to a nearly $30 million run rate in 2011, most ad technology executives would have been satisfied. But, CEO Andy Monfried saw another future for his company, Lotame, and decided to focus on being a data management platform (DMP) only for publishers and marketers to manage data. […]
There was a time when the Network Advertising Initiative (NAI) was the only self-regulatory game in town. Formed in 1999 to enforce self-imposed rules for online advertising, its visibility has been at a low ebb since heightened attention from the FTC and Congress sparked a new umbrella group, the Digital Advertising Alliance. The NAI is […]
Adobe has integrated two of its core digital marketing products – SiteCatalyst and AdLens (formerly Efficient Frontier). The integration will let advertisers take granular data out of SiteCatalyst and plug it into AdLens for use in search, social, and display ad campaign optimization. Data such as shopping cart abandonment and time on site can be […]
Nielsen and comScore are moving fast on cross-platform campaign verification. Both companies today recorded milestones in their ability to report on campaign reach and frequency across TV, the Internet, and connected video devices. Nielsen announced commercial availability of its Nielsen Cross-Platform Campaign Ratings product, which aims to measure the reach of video ad campaigns across […]
Digital ad pioneer Eric Picard started Rare Crowds last year with the vision to help publishers and ad networks create more complete media packages in response to complex advertiser RFPs. He says the company does this by layering more attributes onto each impression than has previously been possible through existing ad serving technologies. Rare Crowds […]
Business and consumer privacy interests are flinging letters at the Federal Trade Commission, decrying what they see as shortcomings in the Worldwide Web Consortum’s (W3C) process for setting the browser tech specs for Do-Not-Track. In recent weeks the agency has received a letter from Republican lawmakers criticizing the standards making process and the FTC’s role […]
AddThis, the social sharing tools and analytics provider formerly known as Clearspring, is trying to solve a problem that has long plagued the business of using online data – how to incorporate information from the physical world consumers mainly inhabit alongside their digital characteristics, profiles and behaviors. In its bid to address those digital data […]
Datalogix has snatched up Connection Engine in a bid to help customers better link their digital marketing efforts to offline sales impact. Connection Engine allows clients to compare the value of customers acquired through multiple digital channels — including website visits, lead gen, email, and display ads. It does so by hashing customer IDs from […]
Every so often a solution bubbles up that aims to give people more control over how their data is leveraged. Several years ago AttentionTrust.org aimed to provide such a service, and the FTC-led Do-Not-Track browser initiative aims to do the same on a much larger scale. But is the world ready for self-administered marketing profiles? […]
Online-to-offline marketing analyst Korrelate has been working with data management platform BlueKai to demonstrate the link between online ad data and offline purchase behavior in the auto category. (Read the release.) We spoke with Daniel Jaye, who has taken the company’s reins as CEO, with founding CEO Curt Viebranz stepping into the chairman role. Jaye helped start one […]
Getting so-called “pre-bid” data feeds from ad verification companies is becoming commonplace for ad networks and DSPs. As the name suggests, “pre-bid” verification screens out impressions at the server level prior to bidding, saving money on ad space that is either unacceptable to the buyer or not in view. So far agency trading desks don’t […]
Yesterday we covered a new segmentation capability from Nielsen that lets digital ad buyers reach web users based on their boob tube viewing patterns. (Read it) One thing we didn’t mention was MediaMath’s involvement in the new offering. In a story published today, Multichannel News notes Nielsen will use the demand-side platform to overlap view […]
TARGUSinfo and its AdAdvisor unit appear to have settled in as NeuStar Information Services. The implications of last November’s acquisition of TARGUSinfo by Neustar (valued at $650 million) reach far beyond data for display ad targeting. Yet, considering Neustar’s data and some of its other units such as IP address targeter Quova, new areas of […]
Earlier this month WPP bought a majority stake in Acceleration, a 13-year-old consulting and services firm that helps marketers and publishers implement digital ad technology. (press release) The company employs 148 marketing technologists in London, New York, Buenos Aires, Cape Town, Dubai, and Johannesburg. AdExchanger spoke with Cameron Hulett, who leads Acceleration’s consulting and sales […]
On its surface, a new relationship between BlueKai and Canadian ad startup Datacratic resembles many other data partnerships in the real-time bidding space. BlueKai will use Datacratic to bring a new “look-a-like” modeling capability to its platform. The DMP’s customers can augment already-live campaigns with more reach by comparing the attributes of converters to identify […]
Last week, newspaper-publisher-backed ad optimizer quadrantONE unveiled three new audience targeting tools in partnership with data management marketing specialist Acxiom. We spoke with Mario Diez, the CEO of quadrantONE, which is a joint venture among The New York Times Co., Tribune Company, Hearst and Gannett, about the new tools and why it pulled in Acxiom […]
One particular area of hope for Yahoo has been its acquisition of data management platform interclick, for which it paid $270 million November 2011. But the financial boost it provided was deemed “disappointing” by CFO Tim Morse during the company’s Q2 earnings call last week. AdExchanger spoke with Peter Foster, Genome’s GM, on the integration of Yahoo’s data […]
The IDG TechNetwork is pulling the curtain off its new data management platform (DMP) today. The network oversees roughly 500 sites, including the tech and information publisher IDG’s own web extensions such as PC World, Macworld and CIO magazines. Peter Longo has been CEO of the IDG TechNetwork for four years and has held executive posts […]
When it comes to attribution modeling on the Facebook platform, there’s more than one way to skin a cat. Last week, Adometry became the first pure play attribution vendor to get certified under Facebook’s ad tracking requirements (AdExchanger story). But not all of its competitors see approval of their ad tags as an important step […]
In a move partly intended to play down its history as a unit of Havas, independent trading desk AdNetik has rebranded itself as Digilant. Simultaneously the company has rolled out two products: AIM Audience Index and AIM Brand Network. The former is a lookalike finder for audience buying, ranking users by “positive and negative relevancy” […]
For agencies and marketers, there’s a pervasive lack of synthesis among available consumer data. It would seem particularly frustrating for Steve Plimsoll, chief technology officer, Mindshare Worldwide, but he sounds much too excited about the next eight years, when he believes that problem will be solved. Plimsoll is taking steps to position his media shop […]
