Browsing Tag

audience data

Is GDPR Really Changing Ad Tech?

The ad tech industry is accustomed to change. The General Data Protection Regulation (GDPR) will, no doubt, have a global impact. Despite the understated value of the new U.K. data protection bill, ad tech is bracing itself ahead of the deadline to comply. Are we overreacting? First off, What Is GDPR? GDPR will hold companies that control and process personal data from European countries accountable for how they handle that data. The UK government's new data protection legislation will go into effect starting May 2018.…

Data Science Firm Civis Analytics Extends Partnership with comScore

Civis Analytics Will Continue to Use ComScore Viewership Data to Help Its Clients Improve TV Ad Modeling and Targeting Capabilities comScore announced data science firm Civis Analytics will extend its licensing of comScore viewership data. Civis uses this data to create custom audiences, which go beyond traditional age and gender demographics, to offer its commercial, political and non-profit clients greater targeting capabilities for their TV advertising campaigns. comScore viewership data also grants…

TravelClick and Google Expand Partnership to Help Hoteliers Maximize Revenue In An Increasingly Competitive Market

The TravelClick and Google Partnership Gives Hotels an Edge with Early Access to New Beta Products and Unique Data TravelClick, a leading global provider of data and revenue-generating solutions for hoteliers, announced the Company's expanded relationship with longtime partner Google to enable hoteliers to drive more direct bookings and revenue. This partnership helps independent and small to mid-sized hotel chains to better identify, attract and convert guests when using the combined Google and TravelClick solutions.…

How To Interpret And Measure KPIs In The New Age Of Marketing

As a marketer, your goal for most campaigns is to create value for your brand’s top line by increasing things like orders and revenue. Historically, this choice was made because there was a lack of additional viable KPIs to choose from. There used to be questions like, “Did we see more revenue after we shipped out a bunch of catalogs? Were we selling three times as much in market B after we setup billboards in and out of the city center?” However, marketers didn’t have an accurate way of determining just how good their brand…

TechBytes with Wesley MacLaggan, Head of Marketing, Marin Software

Wesley MacLaggan, Head of Marketing, Marin Software In 2018, leading B2B brands are increasingly looking at the current crop of cross-channel advertising platforms to see better results from their ad spend— not just for the year, but every day. With the growing demands from the publishers' side, the focus of leading cross-channel advertising platforms is to deliver transparent retargeting and prospecting solution powered by cross-channel intent backed by real-time performance metrics. To understand the current state of…

What Good is Personalization Without Identity?

By now it’s widely understood that personalization has become a hot topic for marketers. It’s been covered by countless industry thought leaders and the revenue benefits that it yields gets touted by major brands on a daily basis. That is no secret. You’ve heard and seen the headlines before... Personalization is the future of marketing These 10 brands are taking personalization to the next level X% of marketers say it’s important to create 1:1 messaging and seamless customer journeys The cookie is dying,…

PowerLinks Raises $6.1 Million Series A to Automate Relevant Native Advertising

Powerlinks Is A Software Platform Which Automates The Buying And Selling Of Personally Relevant And User-Friendly "Native" Advertising PowerLinks announced that it has secured a £4.58 million ($6.1 million) Series A investment. The round is led by Foresight Group, with participation from leading angel investors and PowerLinks management. PowerLinks is emerging as a leader in a new generation of advertising platforms, connecting advertisers and publishers in a data rich marketplace, which processes over 6…

Lotame & Inscape Join Forces to Elevate Ad-Buying, Targeting & Measurement

Powered by Inscape’s Viewing Intelligence from Millions of Smart TVs, Lotame’s aiTV Product Suite Brings Advanced Audience Targeting and More to Advertisers and Networks Lotame, the leading independent data management platform (DMP), as well as the most trusted and comprehensive data exchange, has announced it has extended its strategic partnership with Inscape, the Automated Content Recognition (ACR) data company that delivers highly accurate, up-to-date viewing data from millions of smart TVs, through 2021.…

Eyeota Announces Michael Tuohy As Director, Data Supply, US

Michael Tuohy Will Oversee The Data Partner And Publisher Acquisition Teams Eyeota, the global leader in audience data, has announced the addition of Michael Tuohy to its US Team as director, data supply, where he will oversee the data partner and publisher acquisition teams. Reporting directly to Elizabeth Christensen, Managing Director, Americas, Tuohy will drive the growth of the supply side business through new product offerings and strategic partnerships. Supporting Eyeota’s regional growth, Michael will be…

Acxiom Expands International Footprint with Launch of AbiliTec Identity Resolution and InfoBase Consumer Insights in Mexico

Last month, Acxiom expanded their global footprint with the launch of AbiliTec Identity Resolution and InfoBase Consumer Insights in Mexico. The new launch would enable Acxiom clients and partners to improve reach and engagement among the rapidly growing LATAM audiences. The expansion involved collaboration with 4INFO to meet the increased global demands for safe and ethical people-based marketing solutions. Acxiom will tap 4INFO’s proprietary, patented device matching technology to deterministically map people to their…

Interview with Kevin Tan, CEO – Eyeota

"Ultimately, everything – on some degree – is about providing a level of personalization."On Marketing Technology MTS: Tell us a little bit about your role and how you got here. I’m the CEO of Eyeota – an audience data technology company. Adtech and martech are only two of the many uses for audience data. I firmly believe that audience data is essential to everything we do. Ultimately, everything – on some degree – is about providing a level of personalization. To provide this personalization, this level of insight…