In the data-centric online ecosystem, it’s typical for app users to feel like they’re a product being sold to advertisers. Klover is betting it can flip that dynamic by offering to compensate people for their data when they use the Klover app.
With third-party cookies on the road to nowhere, data management platform Audigent has been working to develop its own cookieless identifier, which it’s calling the Hadron ID. Audigent hopes the new identifier will keep the company competitive in a world where DMPs are being supplanted by customer data platforms.
As opposed to brand safety, which the IAB defines as content that’s “generally considered to be inappropriate for any advertising and unfit for publisher monetization regardless of the advertisement or brand,” brand suitability is a more nuanced affair.
Web analytics is broken. Tracking the click doesn’t give you the full picture, because you don’t know what someone is seeing when they click, says Steve Glanz, CRO of Convizit, an analytics startup that uses AI to collect and contextualize web event data.
Is Criteo building an “anti-Google machine” with its proposed $380 million acquisition of IPONWEB? Criteo CEO Megan Clarken and Todd Parsons, chief product officer, weigh in and explain the vision. In short: the open web needs a hero.
Criteo is buying IPONWEB, the engineering company that built most of the underlying infrastructure for the ad tech ecosystem. The deal represents a huge chess move on the part of Criteo. So, what does Criteo get from acquiring the company responsible for building the foundation of programmatic advertising as it exists today?
As the ad tech industry matures, vendor types historically focused on other markets are expanding to meet its needs. Media and advertising, for example, is now Snowflake’s biggest business vertical, and payment solutions provider FastPay is helping publishers and ad tech companies manage reconciliation and accounting gaps between when ad campaigns are served and advertisers […]
If you’ve heard enough about publishers launching their own first-party media platforms … stop reading. And maybe take a vacation for the next year or two. Warner Music Group (WMG) is the latest to throw its hat in the ring, with the launch on Thursday of a rebranded agency and ad tech business geared specifically […]
The retail data revolution is constrained by its laser-focus on advertising, if you ask Brian Archey, Conagra Brand’s sr. director of data science and analytics. Clean room data environments are the playgrounds of digital marketers, who use them for audience extension and analytics. But these cloud-based services hold more promise as business intelligence tools, Archey […]
Pokémon Oreos, limited edition Sour Patch Kids, Heinz Halloween outfits and McDonald’s BTS meals. As brands go all-in on ecommerce and digital data, there’s been a notable recent uptick in their efforts to acquire first-party ecom data by dangling personalized or limited-edition products. Savvy kids might even call them thirsty, even as they enter their […]
The market for first-party cloud data services has exploded. InfoSum raised $65 million in August at a valuation of $300 million, up from $100 million after a funding round last year. Brian Lesser left AT&T-owned Xandr last December to serve as InfoSum’s CEO. And then there’s Snowflake, the cloud data company that went public last […]
One year after acquiring the customer data platform Segment, cloud communications API platform Twilio is making its first foray into mar tech. On Wednesday, Twilio launched Twilio Engage, a next-gen marketing cloud of sorts that aims to take on traditional marketing clouds by taking the pipes Segment built to process, query and segment data and […]
What does ad tech have in common with analytics for virtual meetings? More than you might think, according to former Foursquare CEO and Placed Founder David Shim, whose new venture, Read, launched on Wednesday with $10 million in seed funding. “A lot of ad tech founders move on to other categories, [and] when they do […]
Privacy is the number one reason why marketers say they want to partner with a customer data platform. Twenty-six percent of marketers cite data compliance and ensuring consumer privacy as the top benefits of working with a CDP provider, according to the companies surveyed by Advertiser Perceptions in its wave on the CDP market covering […]
Oracle launched a prospecting and lead-scoring product called Fusion Marketing on Monday, as the company tries to reframe the value of the CRM in a world gone crazy for the CDP. Fusion is the first in a series of what Oracle is calling “Engineered Experiences,” its term for automating workflow processes across different business orgs […]
TransUnion has agreed to plunk down $3.1 billion in cash to acquire identity resolution provider Neustar from private equity firm Golden Gate Capital. Neustar was taken private and acquired by a group of investors led by Golden Gate in late 2016 in a deal valued at $2.9 billion – which would make Neustar’s sale to TransUnion, […]
The pandemic upended consumer buying habits – and the brands behind these products are not going back to their old ways. Many of the world’s largest food and beverage brands reported quarterly earnings in the past two weeks, and two important themes running throughout those calls was the sharp increase in advertising spend this year […]
Investment in European startups has dropped by 36% compared to American or other global startups since the rollout of GDPR. At least, that’s what the data shows in a report published in the academic journal Marketing Science this month. The new report, titled “The Short-Run Effects of the General Data Protection Regulation on Technology Venture […]
The Unified ID 2.0 (UID2), the programmatic industry’s open web advertising identifier, has steadily added to its partnership roster of brands, agencies, ad tech vendors and publishers in the past couple years, becoming the most-used ID aside from walled garden platforms like Google, Facebook and Amazon. But UID2’s newest addition is perhaps its most interesting […]
The customer data platform (CDP) craze isn’t over yet. The CDP startup Amperity raised $100 million on Tuesday at a valuation of a little more than $1 billion dollars. The new round brings Amperity’s total funding to $187 million. Amperity last raised $50 million in Series C funding in 2019. The billion-dollar valuation mints Amperity […]
Though Google announced last week that it would delay the phase-out of third-party cookies for nearly two years, sell-side platform Magnite has no plans to slow down its push to create an identity solution using first-party data to reach audiences. “It’s great that we have more time … but we as an industry still need […]
There was a time in the recent past when anytime Jon Halvorson, Mondelez’s global VP of consumer experience, wanted access to his brand’s own first-party data, the request would trigger a prolonged, nearly farcical chain of events. First, Halvorson would have to email his Google rep. Then his Google rep would email Mondelez’s agency. Then […]
Cheerio, Europe. Experian-owned Tapad is exiting its European business after seven years in the market. Tapad will stop the delivery and use of its graph in the EU by August 1. The company denies rumors that its move is a preemptive measure to avoid an investigation by the UK’s Information Commissioner’s Office. “Our decision to […]
LiveRamp is expanding into identity resolution with a new product called Portrait Engine. The idea with Portrait Engine is to help marketers build identity graphs using only their own first-party data as the foundation. The solution, unveiled last week at a MMA Global virtual event about the future of online identity, is now in public […]
Third-party cookies may be on the way out in Chrome, but that doesn’t mean the end of data-driven advertising. There are still many other types of audience data that marketers will have at their disposal, including identity graphs and consented third-party data, household-level data, second-party data, contextual data, cohorts and, of course, first-party data, including […]
Salesforce rolled out a revamped version of its customer data on platform on Thursday with additional bells and whistles in the form of smarter segmentation, deeper integrations with Tableau and Mulesoft and expanded partnerships for data activation. “We’re fully embracing the CDP category,” said Robin Grochol, SVP of product management for Salesforce Marketing Cloud. That […]
Microsoft is souping up its CDP. Advertisers using Microsoft’s year-old customer data platform – Dynamics 365 Customer Insights – to house their first-party data can now activate that data through the Microsoft Advertising platform, the company said Tuesday at its Business Applications Summit. The first-party segments can also be used to reach audiences through Facebook […]
The kids are online, but their data is not all right. The majority of school utility apps used by kids and parents are pervasively sharing student data with third parties through advertising and analytics software development kits (SDKs), including those provided for free by Google and Facebook. On average, school apps have more than 10 […]
On Thursday, Publicis-owned Epsilon became the latest company to support Unified ID 2.0. UID 2.0 is an open-source industry initiative, originated by The Trade Desk, that aims to develop an alternative to third-party cookies by replacing them with hashed or encrypted email addresses. Specifically, Publicis clients can activate Epsilon’s proprietary CORE ID (which stands for […]
The $3.2 billion price tag on cloud communications platform Twilio’s acquisition of CDP Segment in October was sexy. But the data problem Segment aims to solve, although vitally important, is often considered less so, says Peter Reinhardt, co-founder of Segment and CEO of a new entity called Twilio-Segment that’s working on building a platform to […]
