Matching offline data with online data is a key element to getting what marketers like to call “the 360-degree view of the customer.” That’s the core component of LiveRamp’s business, which is why it had such close relationships with data marketing companies. The sponsor list for its 2014 RampUp conference is a who’s who of data […]
Of the three legacy data-marketing services companies, Epsilon has been the quietest in media and advertising services. By contrast, its competitor Acxiom has rumbled along with its data-management platform (DMP) product, Audience Operating System, and its flashy partnership with Starcom MediaVest Group (SMG). Experian Marketing Services recently incorporated its AdTruth product into its marketing tech […]
A week after teaming up with Google, comScore unveiled Tuesday three new partnerships with data brokers Acxiom and Epsilon and digital media company Batanga Media. While comScore’s collaboration with Google involved adding real-time metrics to its validated Campaign Essentials (vCE) platform via Google’s DoubleClick platform, comScore intends for its latest partnerships to expand its data […]
Senators John D. (Jay) Rockefeller IV (D-WV) and Edward Markey (D-Mass.) introduced legislation Wednesday that would require data brokers to be accountable and transparent about the information they collect and sell about consumers, but the direct marketing industry is already pushing back hard. “Consumers deserve to know what information about their personal lives is being […]
Edit 12/20: Experian’s SVP of government affairs and public policy Tony Hadley (who also testified during the hearing) has written in with his observations. In the wake of Sen. Jay Rockefeller’s (D-WV) hearing on the practices of data marketers, AdExchanger reached out to the three data marketing solutions companies he accused of not complying with […]
A Wednesday hearing held by the US Senate Committee on Commerce, Science and Transportation about the operations of so-called “data brokers” highlighted the disconnect between data marketers and consumer advocates. The hearing followed the release of a report detailing the findings of a yearlong investigation into data marketers. The core disagreement revolves around the extent to which businesses […]
The convergence of creativity and technology is shifting the dialog between consumers, agencies and brands. An on-stage discussion at the DMA 2013 conference in Chicago attempted to chart that shift by answering the question, “Does data drive the big idea or vice versa?” On the panel were Doug Bryan, a principal engineer at RichRelevance; Ben […]
LiveRamp, a company that takes offline marketing data and matches it with online advertising, continues to find ways to blend in customer relationship management into the digital mix. The company is releasing a CRM data onboarding software product, called GetOnboard, that helps tie online and offline, as well as CRM and advertising, more closely together. […]
The use of data tied to a consumer’s brand loyalty remains data-driven “gold” to marketers. And as addressability propagates across digital and offline channels, the importance of a loyalty strategy only strengthens. In early July, Alliance Data’s data-management and marketing company, Epsilon, announced (see the release) that it had been chosen as the technology platform for Dunkin’ […]
Epsilon, a data-focused direct marketing company, is seeing continued growth not from its data or technology businesses but from its agency side, after acquiring digital ad agency Hyper Marketing Inc. (HMI) in late 2012. The companies focused on integration during the first quarter, said Charles Horn, CFO and EVP of Alliance Data Systems Corporation, Epsilon’s […]
