“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 Thaer Namruti, European strategy director at Acxiom. Before you can score points in any game, you need to know the rules. How is “winning” or “success” defined? In data-driven marketing, some […]
Salesforce.com wants marketers to know its paid media pitch extends well beyond the confines of social media now. On Wednesday, it revealed buyers can now activate CRM data for ad buys across mobile web, video, display and apps through a wave of new Active Audiences API partners: LiveRamp, LiveIntent, Neustar, Krux and Viant. Although Salesforce.com […]
Retailers might look like they’re under siege, according to Gartner VP and analyst Andrew Frank, but they’re actually sitting on a pile of “underleveraged data.” Unfortunately, much of this data isn’t digestible by marketing technologists. In February, The University of Minnesota published a report demonstrating the causal relationship between search engine advertising and local in-store […]
A programmatic API for cable television? Cablevision, a telecom and cable systems company reaching 2.5 million households in the New York tristate region, claims it has developed one. It launched Total Audience Application (TAPP) last Thursday, an audience-planning tool that allows marketers to apply first- and third-party data to optimize addressable or linear TV campaigns. […]
Advertisers are no longer interested in hitting demo targets alone and, leading into upfronts, media companies are baking behavioral and audience-based guarantees into their sales pitches. Buy- and sell-side parties want to link TV programs with purchase propensity to determine whether a media exposure helped loosen purse strings. “We’re seeing more demand to bring together business […]
Acxiom vet Nada Stirratt is looking to spread the good word about location-based advertising in her new role as CEO of Verve Mobile, announced Monday. “The last few years have been about Angry Birds and app downloads, but now the market is finally talking about reaching consumers in particular locations,” said Stirratt, who comes to […]
You can’t un-ring a bell, but you might be able to un-hash an email, depending on whom you ask. In order for marketers to safely use hashes for targeted advertising, they must stay abreast of the latest hashing formats. Email hashing involves converting an email address to a hexadecimal string. Each time an email address […]
It is a truth universally acknowledged that a single company in possession of a good amount of data must be in want of an onboarder. Such was the case with LiveRamp, the onboarder who recently consummated its $310 million marriage to data services giant Acxiom, resulting in last week’s birth of LiveRamp Connect. This gene […]
For Acxiom’s 2015 Q3 earnings, it was the best of times, it was the worst of times. Or, in the words of CEO Scott Howe, “Spectacular growth in AOS and LiveRamp has been mirrored by declines in our core business.” Read the press release. Howe, speaking during the company’s earnings call Wednesday, was referring to the data connectivity […]
As it turns out, Acxiom’s LiveRamp and Datalogix were friends all along. The duo – sometimes portrayed as rivals in the data onboarding space – on Monday revealed they’ve expanded their existing partnership through 2017. At the time of Acxiom’s $310 million acquisition of LiveRamp last spring, CEO Scott Howe compared Acxiom to Switzerland. That is, […]
