Data Archives | AdExchanger

Alternative IDs Hold Promise, But Lack Scale

Alyssa Boyle — Thu, 23 May 2024 18:15:30 +0000

While Google’s Privacy Sandbox remains a subject of industry skepticism, brands are resetting their expectations around first-party data. Next up on the list of solutions agencies are trying is alternative identifiers, such as UID 2.0, ID5, Lotame’s Panorama ID and dozens of others.

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First-Party Data Is In The “Trough Of Disillusionment” – Can Walled Gardens Help?

Alyssa Boyle — Wed, 22 May 2024 08:12:41 +0000

Data and ad tech experts at Programmatic IO in Las Vegas discuss how brands can make better use of their first-party data by working more closely with walled gardens – whether brands like it or not.

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TelevisaUnivision Contends For TV Upfront Budgets With Hispanic Audience Representation

Alyssa Boyle — Tue, 14 May 2024 16:00:35 +0000

TelevisaUnivision used its upfront stage to remind agencies and advertisers that Hispanic audiences drive business results. It shared ways buyers can work directly with it for targeting and measurement, plus new video currency options for media transactions.

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NBCU Wants CTV To Be A Performance Channel. Can Adobe Help It Get There?

Hana Yoo — Tue, 26 Mar 2024 16:00:58 +0000

Third-party cookies are out, first-party data is in, and CDPs are racing to make first-party data work harder, better, faster, stronger. Because while first-party data is valuable, it’s not enough on its own to fulfill advertisers’ needs. To fill in gaps left by the loss of so much third-party data, Adobe announced on Tuesday a […]

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Razorfish’s Chief Data Officer On How Agencies Can Cope With Signal Loss

Alyssa Boyle — Mon, 18 Mar 2024 05:00:25 +0000

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

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How US Intelligence Agencies Buy And Use Programmatic Data For Surveillance

James Hercher — Wed, 13 Mar 2024 06:15:02 +0000

Government intelligence agencies have their own galaxies of acronyms worthy of ad tech. The IC, for example, as the intel community refers to itself, has HUMINT (info collected by humans), GEOINT (geospatial data collection) and OSINT (open-source online info), to cite just a few. And here’s another: ADINT, or information gathered through commercial ad tech […]

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Cloud-Based Collaboration Is Ad Tech’s Post-Cookie Lifeline – But Will It Last?

James Hercher — Thu, 07 Mar 2024 16:45:34 +0000

Cloud infrastructure vendors are insinuating themselves into data-driven advertising. Third-party ad tech vendors are becoming service providers that build their solutions using cloud infrastructure – namely Amazon Web Services (AWS), the Google Cloud Platform (GCP), Snowflake and Microsoft Azure. This trend has given rise to technologies such as data clean rooms and CDPs, and for […]

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How Amperity Is Building Generative AI Tools Using OpenAI’s GPT Models

Hana Yoo — Wed, 06 Mar 2024 13:00:43 +0000

What does generative AI have in common with customer data platform (CDP) technology? Both are represented in Gartner’s most recent hype cycle, with CDPs languishing in the “trough of disillusionment” and generative AI sitting atop the “peak of inflated expectations.” And this: On Wednesday, CDP startup Amperity released two new generative AI products for marketers […]

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Vizio’s Profitability Could Be A Boon For Walmart’s Ads Business

Alyssa Boyle — Wed, 28 Feb 2024 13:00:15 +0000

Vizio shared its Q4 earnings results with investors, but skipped an earnings call and guidance due to the pending Walmart acquisition.

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Media Agency Canvas Adds InfoSum As Its First Data Clean Room Partner

James Hercher — Tue, 27 Feb 2024 10:59:37 +0000

Data clean rooms are becoming an important part of how agencies analyze and use data. The most basic definition of a data clean room is a privacy-based technology that allows companies to securely merge and match two or more first-party data sets to create a new audience segment or run joint analytics. The most important […]

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