There’s a run on multitouch attribution vendors, and UK-based DC Storm – acquired by Rakuten, the companies announced Thursday– is the latest to get swept up in the excitement. Merger mania kicked off some months ago, when top-three attribution vendor Visual IQ was rumored to have hired a banker to shop itself around. The company put […]
The Federal Trade Commission (FTC) welcomed direct marketers and data companies back from the holiday weekend with a 100-plus page report (called “Data Brokers: A Call for Transparency and Accountability”) and a recommendation that Congress enact legislation to ensure industry transparency and customer control over how their data is used. The report singled out nine […]
Reaching the holy grail of real-time, one-to-one interaction may sound like a marketer’s utopia, but a number of execs gathered Thursday at a Thought Leadership Summit hosted by AOL felt this importance was overstated. In some instances, real-time processes aren’t the be-all and end-all. “I think real-time (marketing) is only a part of a bigger […]
Matching offline data with online data is a key element to getting what marketers like to call “the 360-degree view of the customer.” That’s the core component of LiveRamp’s business, which is why it had such close relationships with data marketing companies. The sponsor list for its 2014 RampUp conference is a who’s who of data […]
Jobzonen, a Danish job-search website, has begun using first-party data to tailor its display ads with listings geared towards “high-value” candidates. The solution, Track & Trace, is a project of the Danish Publisher Network (DPN), a consortium of 11 publishers, including Jobzonen, using data-management platform (DMP) Krux. It’s what DPN believes is the first step towards […]
Data management firm Acxiom will acquire LiveRamp, provider of a data onboarding software used by many in the advertising industry to match offline data to digital audiences for ad targeting and measurement. The deal is worth $310 million and is expected to close mid-summer, the companies said. Taking up with Acxiom will let LiveRamp scale its product and expand […]
Alibaba’s big IPO filing on Tuesday shows the company is one of the world’s largest ecommerce companies – maybe the biggest. But there’s a subtler message, too: Thanks to its transactional data and exchange platform, the Chinese company is also among the giants of ad technology. “With rich consumer data generated from our China retail marketplaces, we utilize our proprietary algorithms to evaluate the […]
Digital marketing attribution is in vogue. AOL will acquire attribution vendor Convertro for approximately $101 million, the company announced Tuesday afternoon. This comes on the heels of Google’s move earlier in the day to snap up competing attribution pure play vendor Adometry for an undisclosed sum. Customers will have access to Convertro in a couple […]
Two years ago, Yahoo became the first big Internet company honor Do Not Track (DNT) signals, and on Wednesday it became the first to publicly abandon the troubled opt-out standard. The company told the world via a Tumblr post on the Yahoo Public Privacy blog that it would henceforth ignore DNT requests, saying “we have yet to see a […]
Travel media company Adara has teamed up with Havas Media to bring hyper-targeted travel segments to advertisers. Although the companies’ relationship dates back two years when they worked together on a Choice Hotels campaign, Adara CEO Layton Han said this partnership extends Havas’ access to first-party, travel audience data and analytics. Havas is global agency […]
