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Simpli.fi Launches Foot Traffic Attribution for OTT/CTV Advertising

New capability enables advertisers to track lift in in-store visits by households exposed to OTT/CTV ads Simpli.fi, the leading programmatic platform for addressable, mobile, and OTT/CTV advertising, announced that it has enhanced its industry-leading OTT/CTV advertising offering to now include the ability to track lift and in-store visits from households which have been served OTT/CTV ads. Advertisers can now measure the effectiveness of OTT/CTV advertisements delivered on both large and small screens, and attribute…

New Study Finds Insights-Driven Approach to Cross-Channel Video Leads to Successful Marketing Efforts

Global survey found those brands that embrace customer-centric video marketing see greater returns 4C, a global data science and marketing technology company, released a new research study conducted by Forrester Consulting and commissioned by 4C. The Mature Your Video Marketing to Drive Business Value thought leadership paper (TLP) delves into the growing importance of taking an insights-driven, video-centric approach to advertising and media buying as it relates to successful marketing efforts. Marketing Technology…

TechBytes with Brad Danaher, Director of TV Services at Experian Marketing Services

Tell us about your role and the team/technology you handle at Experian. Experian has a background in direct mail and realized that addressable TV was just direct mail applied to TV. Thus, my role is to help companies use advanced segmentation in the TV ecosystem. It’s no secret that people have shifted the way they consume video – relying less on traditional TV and more on streaming services and mobile devices. However, TV remains a viable option for brands to reach their best customers, but they need more advanced data…

TechBytes with Abi Jacks, Senior Director of Marketing, Europe, at Rakuten Marketing

Tell us about your role and the team/technology you handle at Rakuten Marketing. I am the Senior Director, Marketing for our European region which involves working with leadership across our European offices to make sure that marketing activity supports new business growth and client revenues. Key to the role and team is the ability to show growth in mature countries within Europe and to efficiently expand into new territories when required. The European team sits across core countries including the UK and Central Europe…

Reveal Mobile Launches Foot Traffic Attribution Solution

With the Addition of Foot Traffic Attribution, Reveal Mobile Creates a New Standard for Location-Based Marketing and Foot Traffic Reporting. It’s Suite of Powerful Reporting and Audience Building Makes It a Powerful Tool for Agencies and Brands of All Sizes We’re thrilled to announce the launch of foot traffic attribution reporting within our VISIT Local platform. As digital advertising continues to mature, brands and advertisers are looking for more than click-through rates as the sole measure of campaign success. They…

TechBytes with Ryan Horn, SVP of Marketing at Simpli.fi

What is the current definition of Programmatic Advertising? I think this depends on who you are talking to, but the basic definition is an automated method for buying advertising impressions via RTB (real-time bidding). This is in contrast to traditional direct advertising buy with a publisher. How do Programmatic Advertisers treat branding and mobile advertising? Over the past few years, there has been a big shift toward mobile Programmatic Advertising. The saturation of smartphones and our growing use of them has made…

Admetrics Launches Marketing AI Assistant Newton to Advise Marketers on Growth Opportunities

Admetrics, a marketing intelligence company that supports advertisers with data science solutions to gain actionable insights into their marketing data, announced the release of Newton, a new capability that enables companies to run always-on experimentation for insight generation at scale. Newton represents a shift in marketing intelligence software, providing marketers a simple way to turn any marketing data into countless experiments running in parallel to learn, optimize and iterate at scale by continuously analyzing…

Goldilocks Principle of Marketing: The Need for a Consistent View of the Consumer Journey

Marketing and Advertising professionals running brands big and little around the globe are facing a similar dilemma in Consumer Journey. Mapping marketing impact and swiftly gaining insights to drive increased ROI was never easy  – several of the instruments we rely upon were developed when we were primarily marketing on a handful of television networks, a few radio stations, and in local newspapers. The challenge has only grown with the proliferation of entertainment and news options available with cable television,…

Mitsubishi Motors And New Chief Marketing Officer Kimberley Gardiner Think Small… And That’s A Good Thing

MMNA's New "Small Batch" Philosophy Debuts With Crossover Family Marketing Effort Ahead of Far-Reaching Changes to the Brand's Go-To-Market Strategy Mitsubishi Motors North America, Inc. (MMNA), the fastest-growing Asian brand in the US for the second consecutive year, is on the rise, but in order to accelerate that growth, the company is thinking small. But not small as in diminutive, small as in "Small Batch," a term that speaks to carefully crafted products, thoughtfully curated collections and a proudly…

Nativo Brings Breakthrough Attribution for Content to Travel Marketers

Next-Generation Native Ad Server Nativo Works With Adara to Measure Real-World Outcomes After Travel Audiences Are Exposed to Brand Content Nativo, the leading technology platform for brand content advertising, announced its partnership with ADARA, the world’s travel data co-op, to improve options for brands in the travel category. Nativo is the first native solution provider to bring travel attribution into the marketplace, empowering a brand with return-on-content insights and positive return on advertising spending.…

MadHive, Inscape Partner To Enable Cross-Platform Linear, OTT Planning, Activation and Attribution For Local TV Broadcasters and…

Ad Platform Known for Powering OTT Advertising for Station Groups Integrates Data from 11 Million Smart TVs to Deliver the First Local TV Market Solution at National Scale MadHive, the advanced TV advertising solutions company best known for delivering evidence-based accountability with cryptography, today announced a strategic relationship with Inscape, the leading provider of smart TV viewing data. Integrating Inscape’s glass level TV viewing data from more than 11 million smart TVs into MadHive’s proprietary AI…

iHeartMedia Doubles Down on Radio Attribution with Agreement to Support Nielsen Media Impact and Continuous Diary Measurement

Nielsen Moves Ahead with Continuous Diary Measurement in Four Book Markets Nielsen announced that iHeartMedia, Inc., the number one audio company in the US, will advance radio attribution by supporting Nielsen Media Impact (NMI) and Continuous Diary Measurement (CDM) in Nielsen Audio's four book markets. With this agreement, Nielsen moves forward with its decision to implement Continuous Diary Measurement as planned in radio markets currently measured four times a year.  In addition, iHeartMedia's support boosts the…

Mobiquity Technologies Releases AdTribute™ Real-Time Ad Effectiveness Attribution

Mobiquity Technologies Inc., a leading technology provider in next generation programmatic advertising released AdTribute as an additional measurement feature of the Advangelists ad tech operating system. a leading technology provider in next generation programmatic advertising today released AdTribute as an additional measurement feature of the Advangelists ad tech operating system. Advangelists' AdTribute provides marketers the ability to identify in-store, brick-n-mortar visitation (footfall) as a result of exposure to…

New Report from Acxiom Evaluates the Effectiveness of Marketing Technology in the Highly-Competitive Insurance Industry

Senior Industry Leaders Understand the Power of Personalization for Customer Growth and Retention but are Challenged with Creating Accurate Data Foundations Acxiom, the data and technology foundation for the world's best marketers, today at Dig|In 2019, released a new report in partnership with SourceMedia Research. The study explores the top martech issues facing senior leaders at P&C (Property & Casualty), life and multi-line insurance companies. Despite significant investments being made in the martech space,…

Multi-Touch Attribution Is Dead: Measured Launches Cross-Channel Incrementality Measurement for Marketers

Industry Veterans from Visual IQ, Conversion Logic and MarketShare Build Next Generation Cross-Channel Marketing Measurement After two years of refining its technology, building its team and delivering insights for early customers, Measured has officially exited stealth to launch its cross-channel incrementality measurement and decisioning platform. Multi-touch attribution is dead. Measured exits stealth to launch cross-channel incrementality measurement for marketers. Stop wasting ad money and make better decisions!…

What is your Marketing ROI: Understanding Real Impact to Grow Revenue

Dvanced Customer Lifecycle Management Platform, Clevertap Launches a Powerful Reporting Dashboard to Bring Longer Term Measurability to Marketing Initiatives  CleverTap, the advanced customer engagement platform, released a measurement dashboard, called Real Impact, to help marketers measure the consolidated impact of their campaigns over a long-term. With Real Impact, they can attribute the ROI of marketing spend to key business metrics such as revenue per user, conversion, retention, stickiness, recency and frequency.…

It’s the Year of Localized Social Marketing — Here’s Why

Localized social marketing uses specifically crafted social content to engage audiences at the local level. It’s a social media strategy that focuses on building a local presence for a business by leveraging locally-driven communication channels to reach the specific local communities it serves (rather than a broad/national approach). Localized social marketing is the biggest untapped marketing opportunity for national franchise brands, and social media platforms are rolling out new tools to help multi-location businesses…

Alphonso and PlaceIQ Enable Best-of-Breed Location-Enabled TV Planning, Measurement, and Attribution

First-Of-Its-Kind Closed-Loop Attribution Solution Is Available in a Completely Self-Serve TV Campaign Analytics Dashboard; Provides Granular Analysis for Both National and Local TV Campaigns Alphonso, the TV data company that marketers, broadcasters, and agencies go to for media planning, TV retargeting, measurement and attribution, and PlaceIQ, the company building a new model of consumer behavior with location data and insights, announced a partnership combining Alphonso's large-scale TV viewership data with PlaceIQ's…

MRP Prelytix Launches Revolutionary Account Based Marketing (ABM) Waterfall Visualization

Enterprise Marketers Now Have the Power to Combine Data from Disconnected Marketing Activities into a Unified Demand Waterfall and Account View MRP, the only enterprise-class predictive ABM platform, announced the launch of its' Program Waterfall functionality within its award-winning predictive analytics and account-based marketing platform. This latest update to the MRP Prelytix platform, powered by Kx, the world's fastest time-series database, gives subscribers the ability to view their accounts in the context of the…

Digital Turbine Partners with Leading Attribution and Analytics Companies

Partnerships Cover 85% of Top Global Mobile Applications to Accelerate Scaling SingleTap Capabilities Digital Turbine, Inc., the #1 mobile platform connecting operators and OEMs with mobile advertisers, announced it is partnering with leading attribution and analytics companies to accelerate the expansion of SingleTap capabilities by leveraging the scale of existing integrations with application providers. Partners including AppsFlyer, Branch, Kochava, and Singular represent approximately 85% of the top global…