Since Oracle Data Cloud’s creation four years ago, following the acquisitions of data sellers Datalogix and BlueKai, it has taken a central role in powering Oracle’s core products. Oracle Data Cloud further enhanced its ability to measure the digital media supply chain with its $850 million acquisition of Moat and the $400 million acquisition of […]
Salesforce on Tuesday introduced Salesforce Customer 360, a unified customer ID that connects profile data across its Sales, Services, Commerce and Marketing cloud product suites. “There are so many ways for a person to engage with a brand nowadays and a certain level of control has been lost behind these layers of technology and media,” […]
The Plateau Problem Digital publisher Vox is set to miss its goal of $200 million in revenue this year by more than 15%, though it should still see double-digit growth over last year’s take of about $160 million, The Wall Street Journal reports. The issue came up at a board meeting last week amid investor […]
AppNexus’s new telco owner, AT&T, has withdrawn it from the Advertising ID Consortium, a shared industry cookie ID it co-founded last year, along with other independent ad tech platforms. Adweek first reported the move on Thursday. Does the withdrawal spell curtains for the independent identity graph before it really got off the ground? The consortium […]
Augmented reality is about to hit its stride thanks to large media platforms, which are leading the way. Snap was early, but over the past 12 to 18 months, Facebook, Google, Apple, Amazon, Microsoft, Alibaba and others have all made big bets on AR by either investing in companies or creating (some might argue copying) […]
Adobe said Thursday it has agreed to acquire the B2B marketing platform Marketo for $4.75 billion. It’s the biggest deal in Adobe’s history. And the cloud technology giant may be shelling out so much because Marketo’s B2B category strength could help as Adobe moves into media buying and ecommerce, à la TubeMogul and Magento, where […]
Consumers’ mistrust of data-driven advertising has reached a crisis point, and they must be reminded of the value they’re getting in exchange, said Google SVP of ads and commerce Sridhar Ramaswamy at the Data Summit in Dublin Wednesday evening. “It’s up to all of us to confront the crisis in front of us,” Ramaswamy told […]
Media agencies once used their buying power to compete with each other. But as clients transform their marketing processes for a digital world, clout doesn’t have the cache it once did, according to Forrester’s first Global Media Agency Wave Q3 2018, which was released Monday. “In a programmatic environment, buying clout becomes less important,” said […]
Brands that run advanced analytics in-house know they aren’t just owning campaign measurement – they’ll have to mine data from scores, if not hundreds, of vendors, publishers and partners. Trivago’s marketing team was bogged down managing the sheer number of API plugins and rationalizing data from disparate sources. Across the advertising and analytics group, 40 […]
If Adobe is actually in talks to buy Marketo from the PE firm Vista Equity Partners, as Reuters reported Wednesday, then it would suddenly become a major player in the B2B marketing space. To be clear, there’s no deal in place. The report, citing anonymous sources, said Adobe would pay “significantly more” than the $1.8 […]
If you’re trying to read more than 1,000 pages of legal documents about the US v. Google ad tech antitrust case on Election Day, you’ve come to the right place.
While WaPo recently lost 250,000 subscribers due to concerns over its journalistic independence, NYT added 260,000 subscriptions in Q3 thanks largely to the popularity of its non-news offerings.
Stop thinking about brand safety verification as “insurance” – a way to avoid undesirable content – and start thinking about it as an opportunity to build positive brand associations, says Kenvue’s Mark Proulx.
Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.
Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.
Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.
