“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 Martin Gilliard, general manager, Americas, at AdTruth, which is part of Experian Marketing Services. The role of technology in marketing is dramatically changing. It began with interdependent tools that solved […]
Experian Marketing Services is getting in the Marketing Cloud game. Or, at least the Marketing Suite game. The company will roll out an end-to-end marketing platform designed to tackle marketer pain points around multi-device identity linkage, cross-channel campaign management and business intelligence. Experian Marketing Services will announce this development during its annual Client Services Summit […]
Want to see a marketer rip out her hair? Ask her to begin identifying consumers across devices. It’s not an easy thing to do, but vendors have been building tools to help. When Experian Marketing Services acquired 41st Parameter last October, it also got the latter’s subsidiary, AdTruth. AdTruth’s core product is the AdTruth ID, […]
Connecting consumers across devices is on every advertiser’s mind these days, and vendors are ramping up to accommodate. Add Sizmek to that list. The ad tech company plans to release during the second week of May Device Intelligence, an analytics feature designed to enable targeting and measurement of mobile ads. The analytics component is made […]
Solutions that analyze various data points such as device types, location data from an ad request, operating systems and other data to evaluate matches between users and devices are gaining traction. For instance, AdMobius, which offers probabilistic solutions, is rumored to be an acquisition target. But pinning down the accuracy rate of probabilistic solutions continues […]
Three months after acquiring its parent company, 41st Parameter, Experian Marketing Services clients can now incorporate AdTruth’s cross-device recognition technology into their marketing campaigns, the company said Thursday. Founded in 2010, AdTruth lets advertisers identify users across platforms and mobile devices by connecting those devices to a user ID for retargeting purposes. AdTruth’s other offerings […]
Did you notice? Experian just bought a cross-device ad tracking — ahem — fraud-prevention vendor. The credit-reporting and marketing giant laid out $324 million to nab 41st Parameter, a security and fraud-detection business that guards against unauthorized purchases, among other things. Importantly, 41st Parameter also runs an ad-tracking brand, AdTruth, that hawks the same basic […]
Yesterday, 41st Parameter, a fraud detection services company for financial, retail and travel industries, announced a new product called AdTruth focused on device fingerprinting technology and audience recognition. Read the release on the company joining the IAB yesterday (PDF). Ori Eisen is Founder, Chairman and Chief Innovation Officer of 41st Parameter. AdExchanger.com: What inspired 41st […]
