‘Client Demand’ Leads MediaMath to Integrate With LiveRamp Setting aside their differences of two years ago, LiveRamp and MediaMath today announced a tie-up that will see the former's IdentityLink (IDL) integrated with the latter's demand-side platform. While earlier squabbles may have hindered the (seemingly) Sisyphean task of developing a "neutral identity solution" to help independent
How Programmatic Disruption Is Creating a Fourth Era of Digital Marketing Online marketing has gone through three distinct phases so far, where innovation and economic upheaval have more or less systematically brought about the end of one era and a shift toward the next. Some think that the age of having everything move entirely online
Here’s How Xandr’s TV Ad Tool Will Work After Clypd Acquisition AT&T-owned Xandr confirmed its takeover of Clypd today, marking the unit's second major ad-tech purchase under CEO Brian Lesser. The deal also involves merging certain interests with online video advertising platform SpotX, which is owned by Europe's biggest broadcaster RTL. In the purchase of
Ad-Tech Experts Call for Third-Party Verification After the Death of the Cookie The "death of the third-party cookie" is a popular narrative shaping contemporary ad tech, with public inquisition into the extent of online targeting--and tracking--of consumers causing controversy. Like it or not, the use of cookies, pieces of software that direct the flow of
Social Platforms Are Increasingly Experimenting With Audience Networks There's a good chance that the ads you're seeing on your favorite site or in your favorite app come courtesy of Twitter--or Facebook or LinkedIn. Thanks to audience networks--partnerships that platforms have with third-party apps and publisher sites--companies can offer marketers the chance to expand targeting capabilities.
How the CTV Sector Is Bracing Itself for the Upcoming Privacy Overhaul Pick up just about any survey or predictions paper for the advertising industry in 2020, and it can all feel like a case of whiplash: excitement over connected television and caution around privacy legislation. As a measure of the technology's growth, the few
The Trade Desk’s First Chief Trust Officer on Providing Assurance in an Era of Uncertainty The Trade Desk has appointed Sandeep Swadia as its first evp, chief data and trust officer with his appointment coming at a time of massive flux--and some would say distrust--in the digital advertising ecosystem. Swadia, who was formerly CEO
Making Sense of the 5 Major Holding Companies’ Data Offerings If recent high-profile acquisitions are any indication, the ad industry is in the midst of a veritable data gold rush, and first-party data assets are the means for staking your claim. In April, Publicis bought Epsilon for $4.4 billion, less than a year after IPG
The Trade Desk Focuses on People, Not Programmatic in Latest Campaign After topping $160 million in second-quarter revenue with a total market cap of $12.2 billion, The Trade Desk is one of the most profitable ad-tech companies around. Now, it's letting media buyers know it has heart, too. This week--which is also Advertising Week in
The Co-founder of Sparrow Advisers on Ad-Tech’s Foibles—and Its Future Ana Milicevic will tell you that ad tech runs in her blood. Born in Serbia to a television-director mother and an engineer father, she found early on that she felt most at home at the middle ground of both the glamorous world of media and
