conversant

Inside Publicis’ play to be both an agency and an ad tech company. Plus: the dissolution of GARM and what it means for the future of brand safety.

Many of Publicis’ fastest-growing and most strategic business units – including CitrusAd, Profitero, Epsilon and Conversant – earn a large chunk of their revenue from other agencies. Is that a problem?

Ashlen Cherry, Epsilon’s chief privacy officer, would bet on federal privacy legislation happening – just not before the end of the year. “This can be a bipartisan issue, and there’s an appetite for it on the hill,” said Cherry, who joined Epsilon last October after almost a decade as the global privacy program manager at […]

With its $4.4 billion acquisition of Epsilon/Conversant, Publicis Groupe becomes a data controller – and that ups the regulatory ante under the General Data Protection Regulation and, likely, any other privacy legislation that comes down the pike. Controllers, in GDPR parlance, determine how and why personal data is processed. Controllers are also required to establish a […]

When Epsilon parent Alliance Data reported full-year 2016 earnings last Thursday, CFO Charles Horn said “the old ValueClick business” was “a three-point drag on Epsilon’s revenue growth.” Horn was referring to Conversant’s ad network business before it rebranded to pivot toward ad tech in 2014, said Epsilon and Conversant CEO Bryan Kennedy. “It’s probably 4% […]

After being acquired by Epsilon, Conversant had two big challenges. First, continue combining its own disparate technologies into a single stack. Second, get the whole caboodle working smoothly with Epsilon. Conversant claims it has accomplished the former, as it’s rolled its CRM assets into CORE (Conversant One-to-One Relationship Engine). “CORE takes advantage of our match, […]

As the CMO role has evolved, so too has Epsilon’s selling strategy. “We were trying to sell everything to every customer,” said Stacey Hawes, president of Epsilon’s data practice. “We want to step back and ask, ‘Where does methodical selling make sense, rather than being everything to everyone?’” In September, Epsilon reorganized into six practices […]

“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 Nancy Hall, senior vice president at Conversant. Whether it’s a phone, laptop or tablet, cross-device matching accuracy is essential to overall marketing success. The largest obstacle of optimal accuracy is […]

Cross-device recognition is often the difference between a sale and a fail for Land of Nod, a national retailer of high-end, trendy children’s furniture, bedding and toys. “The question I always ask my team is, ‘Would we really want to show a bunk bed to a new mom?’” said Joe Orlando, Land of Nod’s marketing […]

“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 Raju Malhotra, senior vice president of of products at Conversant. Apple’s big news a few weeks ago was its small news. That is, the smaller screen size of its upcoming […]