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Monday, May 21
Today's Must Read
Acxiom Working Out How To Maximize Value From A LiveRamp Sale
Acxiom’s plan is to sell Acxiom Marketing Services, then move on to a LiveRamp divestiture, sources with knowledge of the process told AdExchanger. More.
More from AdExchanger
Podcast: All Advertising Is Local
"Local certainly has challenges, and among those is how you manage churn," Simpli.fi's Frost Prioleau says. "Every local business gets 10 calls a week from some vendor trying to sell them ads – whether it’s a local newspaper, TV station, Google, Facebook, whoever." More.
Amobee CEO Kim Perell’s Resilient Rise To The Top
"I invest in people. The most successful companies have a great leader that can execute. Innovation is a starting point, but ideas are a dime a dozen," said Perell. More.
The Sell Sider...Leveraging A DMP As A Sales Channel And Not Just A Platform
A DMP is a data sales channel as much as it is a piece of technology or platform. It has as much – if not more – to do with sales, account and campaign management as it does with media publishers’ products and infrastructure. More.
Data-Driven Thinking...Vendors Shouldn’t Fear Incrementality
Most marketers use return on ad spend (ROAS) as the benchmark for their retargeting campaigns. The problem here is that if they are targeting active mobile users to drive more engagement, they could be wasting impressions on customers who would have converted anyway. More.