In today’s newsletter: IAB Europe’s Transparency & Consent Framework operates under threat; DSPs frown upon ID bridging; and Google Ads is getting into marketing mix modeling.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pining For AI Google laid off nearly 1,000 employees last week – but the hits keep coming. It’s also scrapping hundreds of jobs in its ad sales division, Business Insider reports. The headcount reduction is a byproduct of restructuring its ad sales team, […]
Nielsen entered into a definitive agreement on Wednesday to acquire indie attribution company Visual IQ. Terms of the deal, expected to close in October, were not disclosed. The 10-year-old Visual IQ should enhance Nielsen’s measurement offering with deeper multitouch attribution. The goal is to give “advertisers, publishers and agencies a holistic platform that offers the […]
Google’s Paul Pellman will speak at AdExchanger’s Omni.Digital conference in Chicago on September 8. Since Google acquired attribution company Adometry two years ago, it has sought to bridge the measurement gap between mobile, offline and digital conversions. Adometry gained more interoperability with other Google media and measurement products in March, when it was assimilated into Google’s new six-product […]
Say you’re an advertiser plunking down $5 million for 30 seconds of prime Super Bowl ad time. You’re going to want to make sure that campaign drives some sort of action online. But between Facebook, Google and Twitter, how do you choose what to use? According to a report released Monday, Google’s attribution engine, Adometry, […]
As more brands introduce attribution technology – or push their agencies to do the same – basic models and applications on the vendor side are expanding. Initial players in the space, such as Adometry and Visual IQ, still focus on enterprise clients. Meanwhile, a newer breed of attribution tech is aiming more for a white-label […]
While many brick-and-mortar retailers grapple with bringing their businesses online, cosmetics brand e.l.f. did things in reverse. After 11 years in ecommerce, e.l.f. (that stands for Eyes Lips Face) is now expanding its offline footprint, said Megan O’Connor, VP of digital and ecommerce at e.l.f Cosmetics. In the past year, e.l.f. has opened three flagship […]
Considering two of the usual pure-play suspects in Forrester’s Cross-Channel Attribution Wave (Convertro and Adometry) were snapped up by AOL and Google on the very same day in May, its latest release Friday had all kinds of new implications – media neutrality and a platform mentality among them. The report, authored by Forrester analyst Tina […]
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 […]
Following Google and AOL’s acquisitions of multitouch attribution vendors Adometry and Convertro Tuesday, several questions arose. The first, and perhaps easiest to answer: What was the driving force for the purchasers and how will the technologies plug into their existing platforms? “The macro rationale for both of the acquisitions seems to be the growing need […]
