A survey of marketers found deterministic data is used more often and is more effective at driving revenue than probabilistic methods. But the line between the two has become blurred as more companies turn to a combined approach. The findings come from a “State of Identity Management” report from market research firm The Relevancy Group […]
The CEOs of Tapad, Drawbridge and 4INFO will appear at AdExchanger’s Omni.Digital conference on Sept. 10, an event designed to educate marketers on advanced solutions for building seamless cross-channel brand experiences. It would seem that Facebook, Google and a very short list of others with access to login data at scale have cross-device cinched. But […]
As the cookie weakens, brands and agencies are looking for an alternative. Cross-device seems to be the answer – but questions remain. AdExchanger examines the state-of-play around cross-device IDs. Consumers are media multitaskers – and cookies are not. As users migrate to mobile at record speeds – according to comScore, apps already account for more than 50% […]
Mobile carrier data is rich data – it’s deterministic, it’s first-party and it has cross-screen potential. Berlin-based data company zeotap is looking to help mobile carriers capitalize on that richness. Founded earlier this year, zeotap has secured $1.3 million in seed funding from HitFox Group and several angel investors, which it plans to use to […]
“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 by Megan Pagliuca, VP and GM for digital media at Merkle Inc. It was penned in response to Rob Griffin’s recent piece, “The Death of the Third-Party Ad Server.” Rob Griffin’s […]
